Fertility is becoming a topic that goes beyond the realm of couples actively trying to conceive, especially as more women gain awareness of the importance of reproductive health. However, there is still a significant knowledge gap in this area. In the UAE, infertility rates are rising, with one in five couples experiencing fertility challenges. Research by Aster DM Healthcare even estimates that infertility cases in Dubai could nearly double by 2030. Globally, the World Health Organization reports that one in six people will face infertility at some point in their lives, yet access to fertility care and education remains limited.
Historically, fertility preservation has been reactive, with many women only learning about potential issues when trying to conceive. But what if there was a way to proactively address fertility health? This question led Torika Mahloul to co-found Ovasave, the UAE’s first direct-to-consumer fertility health platform. Ovasave is reshaping the fertility narrative by offering accessible at-home AMH (anti-Müllerian hormone) testing for just AED350—much more affordable than traditional clinic-based tests that can cost over AED1,000. Alongside expert consultations and a holistic approach to reproductive health, Ovasave is empowering women to take control of their fertility health earlier on.
Ovasave’s Origins and the Journey Behind It
Mahloul’s inspiration to create Ovasave stemmed from her own fertility experience. At 34, she took an AMH test for the first time—a term she hadn’t even heard of. When her doctor informed her that her fertility was declining and that she should freeze her eggs if she hoped for a chance at motherhood later, she was shocked. After undergoing five rounds of egg freezing over two years, Mahloul found herself questioning why the process was so complicated. From a lack of education to difficulty finding the right clinic and doctor, the fertility system felt broken.
“I realized women deserve better education, better support, and better access to fertility care,” Mahloul says. This realization, combined with her partnership with fertility expert Majd Abu Zant, led to the creation of Ovasave. The mission? To help women take control of their reproductive health earlier, before challenges arise.
Challenges in Building a Fertility Tech Startup in the UAE
Launching a fertility tech startup in the UAE came with its share of challenges. One major hurdle was building a strong, dedicated team, especially while bootstrapping the venture. Recruiting talent who shared Ovasave’s mission wasn’t easy, but the company has successfully assembled a team passionate about transforming fertility care.
Another significant challenge was navigating advertising restrictions on fertility-related content. Social media platforms often impose strict regulations on promoting fertility services, making it harder to spread awareness. Ovasave overcame this challenge by fostering a supportive community of women who share their experiences and educate one another, turning these real stories into powerful tools to amplify their message.
At-Home AMH Testing: A Game-Changer in Fertility Care
Ovasave’s at-home AMH test is a breakthrough in fertility care. As the first direct-to-consumer AMH test in the region, it allows women to easily conduct a painless finger prick at home, send their sample to an accredited lab, and receive accurate results within days—without the hassle of a clinic visit. Not only is it more affordable than traditional tests, but it’s also convenient, private, and accessible for women with demanding schedules or who frequently travel.
Traditional fertility testing often requires a clinic visit at a specific time during the menstrual cycle, making it difficult for some women to plan around. Ovasave’s fertility and hormone tests, however, can be done from anywhere, and the samples remain stable for up to 30 days at room temperature.
Dispelling Myths About Fertility
Mahloul believes that misinformation and fear around fertility prevent many women from taking charge of their reproductive health. One common misconception is that a low AMH level means a woman cannot conceive. AMH, however, only measures egg reserve, not egg quality. Even women with low AMH can still conceive naturally if their egg quality is good.
Another myth is that egg freezing doesn’t work. In reality, egg freezing is effective, especially when done at the right time—typically in a woman’s 20s or early 30s when egg quality is optimal. The idea that pregnancy in your 40s is easy because some celebrities achieve it is also misleading. Many of those who conceive at older ages use frozen eggs or fertility treatments. It’s important for women to understand their biological timelines to make informed decisions about egg freezing and fertility preservation.
The UAE as a Fertility Innovation Hub
Mahloul believes the UAE is at the forefront of fertility health innovation. The region is making strides towards more accessible, patient-centered fertility care, with an emphasis on digital health solutions and artificial intelligence-powered applications to enhance outcomes while reducing costs.
The future of fertility care is about giving women more control over their reproductive health. The UAE’s focus on health innovation and longevity is driving a shift in how women approach fertility, with greater awareness and options than ever before.
Expanding Services: What’s Next for Ovasave?
Ovasave’s expansion includes new fertility panels that cater to women at every stage of life. One major area of focus is perimenopause and menopause, which every woman will experience, yet many struggle to get adequate care during these transitions. Ovasave’s new Perimenopause Test and teleconsultations will help women understand their hormone levels and receive expert guidance.
Ovasave is also launching a line of medical-grade supplements tailored for fertility, conception, and PCOS (Polycystic Ovary Syndrome) management. These supplements aim to optimize reproductive health naturally and complement existing fertility treatments.
Redefining the Conversation Around Fertility
For Mahloul, success is about impact. “It’s about giving women the tools and knowledge to make empowered choices about their bodies,” she says. “And on a personal level, it’s about knowing I’ve taken charge of my own fertility with egg freezing—practicing what I preach and making the best decisions for my future. That, to me, is true success.”
Ovasave is making a real difference in the fertility space, empowering women to take control of their reproductive health and rewrite the narrative around fertility care. With continued innovation and a focus on accessibility, Ovasave is shaping a future where women can make informed, proactive choices about their fertility.
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