We exist to help you start the fertility conversation sooner

so you can have more options later.

Whatever that looks like for you.

We exist to help you start the fertility

conversation sooner

so you

can have more

options later

Whatever that looks like for you.

Our Founder’s Story

Maz Coote

when founder & ceo

At 32, I had spent the previous five years building my PR agency and hadn’t given a lot of thought to my family planning goals.

When I asked my GP for an AMH test, my egg count result came back surprisingly low. Because this discovery came so late, I needed to undergo multiple rounds of egg freezing to give myself the best chance of my family planning goals.

Although this was a challenging time for me, both physically and emotionally, I felt empowered once I had taken action. I just wish I had known sooner. 

My experience got me thinking – why couldn’t I have tracked my egg count and monitored the decline so I could have made proactive decisions about my fertility options earlier? 

Whether you are just starting to explore your fertility or are further along in your journey, an egg count test can give you valuable information about your body. I hope my story helps you start your own fertility conversation. 

“I built WHEN and Australia’s first at home egg count test to give you the tools I wish I had to navigate my reproductive and fertility journey.”

Whenever the time, whatever the reason, we're here.

01

We're fertility experts, and fellow humans.

When it comes to fertility, we've sat on both sides of the table. We know a test result is about more than a number — it's about navigating and nurturing human lives.

02

We know knowledge is power.

We're dedicated to empowering people with information about their ovaries. But we don't stop there. Because results and research are only useful when they make a real impact in people's lives.

03

We believe life is the sum of many stories.

Whether you want to create life or live your own, we see people for all that they are. Science helps us make informed choices, but sharing our stories is what helps us know we're not alone.

04

We welcome all people with ovaries.

However you identify, whatever your choices - we know the right path forward looks different for everyone.

Life takes planning

From birth, we’re taught to be proactive.

About our careers, our finances, our love lives, our futures. We get cervical screens, mammograms, vaccinations, boosters. Dental checks, eye tests, skin checks, STI tests.

Why aren't we taught to be proactive about our fertility?

We're WHEN Fertility - a fertility company on a mission to ensure no one with ovaries is left wondering about their fertility.

When we started our fertility journey, we learned how different it is for every person. But we also learned that knowledge is power. So we made it our mission to help people with ovaries start the fertility conversation sooner to give them more options later - whatever that looks like to you.

When you're ready, we're here.

Ready to start your fertility conversation?

Buy Now