About Us
In coming to Ethica, you’ve found a supportive, inclusive environment where people of any race, gender, sexual orientation or family structure are respected and heard.
We have extensive experience in all aspects of fertility care. Our founders have been through it themselves – and while their journey was successful, it was not without hardships and moments where they felt overwhelmed and alone.
That’s why we’re committed to delivering our vision of fertility care as it should be, within the most technologically advanced fertility clinic in the UK, at Avenues.life in the heart of London.
Your fertility experience is unique.
While you’ll have some things in common with other people undergoing fertility treatment, your medical history, treatment and the emotions you experience during the process are individual to you.
Ethica is always listening.
From our own Ethica Nurses to the latest AI-driven technologies, Ethica and the team at Avenues.life meticulously analyse each patient’s unique characteristics, including follicles, sperm, uterus, and testicles.
Our AI-driven method allows us to deliver highly personalised evaluations, enhancing diagnostic precision and resulting in more effective treatment strategies. The advanced reproductive health assessments are customised to meet your unique needs, and listening to you and any concerns that you may be experiencing. That’s why, right from the start of your journey with us, we prioritise understanding your care goals and collaborating with you to reach them.
Firsthand fertility experience.
Ethica’s co-founders, Michael and Wes Johnson-Ellis, have seen firsthand what isn’t working well in the fertility space and are committed to doing things differently. With more and more venture capital-backed fertility clinics in the UK, people are being forgotten in the drive towards ‘profit at all costs’. There are very few independent brands who exist in the fertility space, and even fewer who truly put the experience and outcomes of their patients before everything else. This makes Ethica refreshingly different.
Ethica is a service built on thousands of hours of research, conversations and lived experience of fertility care. As Johnson-Ellis says, “Ethica is committed to improving the standard of fertility care globally. We’re proud to have set up an organisation