Clue and Ovum announce exclusive partnership to bring affordable fertility tools to UK consumers

Clue and Ovum Announce Exclusive Partnership to Bring Affordable Fertility Tools to UK Consumers 

Clue, the leading science-backed period tracking app, has joined forces with Ovum, a UK-based innovator in fertility wellness, to launch a strategic partnership aimed at empowering people across the UK on their reproductive health journey. 

From June onward, Ovum will exclusively bring Clue Plus to UK audiences in the fertility supplements and pregnancy test category—unlocking wider access to Clue’s trusted premium experience. The collaboration brings together two mission-driven companies committed to transparency, accessibility, and evidence-based reproductive care.

Together, Clue and Ovum will offer UK Ovum customers discounted 12-month Clue Plus subscriptions, giving them full access to advanced features such as symptom tracking, cycle predictions, and expert health content—all within one of the world’s most trusted period tracking apps.

As part of this partnership, the two companies will roll out joint marketing initiatives, explore retail collaborations, and introduce bundled offerings through selected fertility clinics. Ovum will also feature special discounted offers for Clue users through the Clue Perks program, on its patented preconception food supplement designed to support egg quality and now listed in patient protocols in over 25 IVF Clinics, and its fully recyclable pregnancy tests, available in Tesco and Sainsbury's, further enhancing value and accessibility for the community.

“This partnership marks an exciting step forward in our mission to make better reproductive health information accessible to everyone,” said Clue’s Commercial Director, Hugo Marshall. “Ovum shares our science-led approach and commitment to supporting people through every stage of their reproductive lives.”

Jenny Wordsworth, CEO of Ovum, added: “We’re thrilled to partner with Clue, a pioneer in menstrual and conception health, to offer more holistic support to people trying to conceive. Together, we’re making it easier than ever for UK consumers to access reliable tools and clinically-backed, trusted products to support them on their journey to bring a baby home.”

This collaboration reflects the growing momentum toward personalized, digital-first reproductive health solutions—and sets the stage for deeper innovation across the category.

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