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.”

Medical Advisors

Professor William Ledger and Dr Rachael Rodgers are our Co-Chief Medical Advisors and have held senior positions in Australia’s top fertility institutions. Together, they provide the specialist commentary to help you understand your clinical grade results.

Prof. William Ledger
MA, DPhil (Oxon), MB, ChB, FRCOG, FRANZCOG, CREI
WHEN Co-Chief Medical Advisor
Past and present positions include:
Royal Hospital for Women – Director of Fertility and Research Centre
UNSW – Emeritus Professor of the Discipline of Women's Health
Pacific Society for Reproductive Medicine – President
City Fertility – Reproductive Specialist

“Egg count is not a comprehensive measure of a woman’s fertility, but it is an important consideration that can help identify those who are at risk of a depleted egg count earlier than expected. By making those women aware, we can help them consider their options and make more informed decisions along their fertility journey".

Dr Rachael Rodgers
BA, BSc, MBBS, MScMed, FRANZCOG, CREI
WHEN Co-Chief Medical Advisor
Past and present positions include:
Royal Hospital for Women – Head of Reproductive Medicine
Royal Hospital for Women – Lead Clinician, Pre-Implantation Genetic Diagnosis Program
IVF Australia - Fertility Specialist
Fertility Society of Australia – Member

“One of the first things a fertility specialist wants to know when we see a patient, along with their age, is their egg count – and we investigate this by testing for AMH. Having eggs available is fundamental to an individual’s fertility and it is information I wish each one of my patients had during their reproductive journeys.”

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Learn more

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.