Patient-to-Founder

Built from inside the problem

Fertiva Pro wasn't born in a boardroom. It started in an IVF waiting room — when a software founder sat on the other side of the consultation desk and couldn't unsee what he was looking at.

Our Story

Built from inside
the problem

"I didn't build Fertiva Pro because I saw a market opportunity. I built it because my wife and I were the patients sitting in that waiting room."

In 2023, my wife and I began our IVF journey. Like thousands of couples across India, we walked into a fertility clinic carrying hope, anxiety, and a hundred unanswered questions. What we didn't expect was what we saw on the other side of the doctor's desk.

Paper registers. WhatsApp consent messages. Billing on Tally. Embryo records in handwritten notebooks. This was the operational reality of one of the most emotionally high-stakes medical procedures a couple can go through.

The clinicians treating us were experienced, thorough, and they genuinely cared. But they were losing hours every week to documentation that should have taken minutes — navigating the ICMR ART Act 2021 with tools that hadn't changed in a decade. The care was excellent. The systems underneath it were not.

I'm a software founder. Sitting in that clinic as a patient, I couldn't unsee what I was looking at. India has over 2,000 fertility clinics. 80% still run on paper — now a statutory liability under the very law meant to protect patients like us. I went home and started building.

"The clinic that treated us deserved better software. So does every fertility clinic in India. That's why Fertiva Pro exists."

MK
Muthu Karthick Alagar
Founder & CEO · Fertiva Pro
Patient-turned-SaaS-founder
2023 — The observation
Visited IVF clinic as a patient
Witnessed paper embryology logs, WhatsApp consent, and Tally billing firsthand. Could not unsee the gap between the quality of the care and the systems supporting it.
2023–24 — The discovery
Two years inside the problem
Two years spent understanding what an Indian IVF clinic actually does, day to day — the consent flow, the cycle, the lab, the billing, and the ICMR record-keeping that sits under all of it. Nothing was written until the workflow was understood.
2025–26 — The build
Platform built solo over 8 months
7-clause multilingual consent flow. Embryo chain-of-custody. Automatic ICMR annual return generation. Per-partner consent language recorded before any patient communication.
July 2026 — Now
Medicall 2026 — Finalist
Recognised on a national stage — a finalist at the Medicall Healthcare Innovation Awards 2026, Chennai. The culmination of a journey that began in a clinic waiting room.
Roadmap & Recognition

Where we are. Where we're going.

From platform build to national recognition — Fertiva Pro's journey to becoming India's standard for IVF clinic software.

2024Completed ✓
Platform built
9 modules, 19 AI features and voice transcription in 22 Indian languages — designed ground-up for Indian IVF workflows and built solo over 8 months.
2025Completed ✓
Compliance architecture locked
DPDP Act 2023 consent flow reviewed by legal counsel. ICMR ART Act 2021 chain-of-custody validated. Biometric authentication deployed.
July 2026Completed ✓
Medicall 2026 — Finalist
Selected from 162 applications as one of just 9 finalists for the Medicall Healthcare Innovation Awards 2026 — and the only finalist from the fertility domain. Presented Fertiva Pro live to the jury at Chennai Trade Centre on 25 July 2026, with a live AI voice transcription demo in Tamil.
2026Applied
More awards — applications in
Applications submitted and awaiting outcomes: Bharat Health Excellence Awards, Bharat Life Sciences Award, Medverse Innovation Award (Salem), Startup Mahakumbh Awards and Ideabaaz Startup Fest.
Q4 2026Target
General launch
Full platform live for Indian IVF clinics. ABDM M3 certification and NABH Digital Health standards on the roadmap. Early access opening for our first partner clinics.
2027 RoadmapUpcoming
Wave 2 — Patient app + Insurance
Branded patient mobile app per clinic. TPA & insurance integration (HDFC ERGO, Star Health, Niva Bupa). ObsCare and BirthCare continuum modules. Full NABH HIS/EMR certification.
Product Vision

What we're building next

The next chapter of Fertiva Pro — shaped by what we keep hearing inside real fertility clinics.

Voice Fingerprint Speaker ID

Automatically identifies who is speaking during a consultation — doctor, wife, or husband — even when voices overlap. Transcripts arrive already attributed, so the doctor never has to reconstruct who said what.

Emotional & Personal Context AI

When a patient mentions a bereavement, a job loss, or sustained stress, Fertiva Pro recognises it as clinically relevant context and surfaces it to the doctor alongside the medical notes — instead of letting it disappear into the transcript.

Fertility Dialect & Slang Glossary

A fertility-specific glossary for how Indian patients actually describe symptoms in their own language and dialect. Tamil “வயிறு கனக்குது” → “abdominal bloating / possible OHSS symptom.” Tamil first, then rolling out language by language.

Lab Report Document AI

Uploaded lab PDFs read automatically — AMH, FSH, E2, beta-hCG and semen analysis values extracted into structured fields, plotted as trends across the cycle, and made available to the clinical AI without a single manual entry.

ICMR ART Act Compliance Suite

One-click NART annual return export, automatic age-eligibility validation per the ART Act 2021, donor anonymity enforcement, and embryo chain-of-custody records — turning a week of annual paperwork into a single afternoon.

Multi-Clinic Command Centre

For chains and multi-branch groups: consolidated cycle outcomes, utilisation, and revenue across every location in one view, with branch-level access control and a single compliance dashboard.

Roadmap items are in active development and are indicative, not committal. Availability and timelines may change as we work with our early-access clinics.

Early Access · Q4 2026 Launch

Give your fertility clinic the clinical intelligence it deserves

We are onboarding select clinics before general launch. Early access members receive founding-member pricing and direct roadmap input. Demo includes a live AI voice transcription test in your preferred Indian language.

14-day free trial · No credit card · 14-day money-back guarantee · Full onboarding support for first 25 clinics