About Us

The Total Fertility Mission

We understand the challenges patients face when choosing a fertility clinic. Total Fertility helps you compare clinics across the UK more easily.

We’ve identified the three areas of major consideration for individuals looking to undertake fertility and IVF treatments: Success rates, treatment costs and location.

We combine this information from the individual fertility clinic websites and HFEA database to help you to make a more informed decision based on your location.


The Team Behind Total Fertility

Ed and Phil, Total Fertility’s co-founders, bring together over 15 years experience in both the medical and online comparison worlds, and have a long friendship, too. We’re excited about working together on this company and have a good feeling it’s going to become something special.

Edward Coats

Edward Coats

Ed is a Consultant Gynaecologist and Fertility Specialist working in the South West of England. Ed is passionate about ensuring that his patients understand the fertility marketplace and wants to help. Alongside his clinical work Ed is a keen adventurer who has trekked to both the North and South Pole.

Phil Reynolds

Philip Reynolds

Phil coordinates the development of the online service at Total Fertility. He was formerly Marketing Director and Head of Digital at a number of SMEs in and around London. When not working, he enjoys doing anything outdoors, particularly long distance running and ski mountaineering.

Company Details

Total Fertility
71 – 75 Sheldon St,
Covent Garden,

No: 11553864