WHEN brings at-home fertility testing to Australia

Australia – WHEN, Australia’s first at-home egg count testing service, is on a mission to start fertility conversations sooner, to give consumers more options later.

While people routinely undergo preventative health checks, fertility has remained a lag indicator, often assessed too late to affect outcomes. WHEN addresses this by offering accessible, proactive fertility insights without the need for costly medical referrals. The brand’s platform, WHEN Matters, curates real fertility stories and expert advice, fostering a community-driven conversation around fertility.

WHEN tapped design studio Universal Favourite to create a visual and verbal identity for the brand that doesn’t feel clinical, cold or impersonal. The brand identity aims to blend credibility with compassion, emphasising the brand’s accessibility and appealing to those seeking both expert advice and emotional support.

In our Fertility Market: The New Cycle report, we analysed how candid conversations are leading to compassionate innovations within the fertility industry. At-home egg count testing services such as WHEN help to remove body-clock stigma and empower individuals with the knowledge and tools they need for their fertility journey.