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.


Who are we?

Phil and Ed, 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.

Phil Reynolds

Phil 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.

Edward Coats

Ed Coats

Ed is Medical Director at a West London fertility clinic. As a Consultant Gynaecologist and Fertility Specialist; Ed is passionate about ensuring that his patients understand the fertility marketplace and helping them on their journey. Alongside his clinical work Ed is a keen adventurer who has trekked to both the North and South Pole.

Company Details

Total Fertility, 71 – 75 Sheldon St, Covent Garden, London, WC2H 9JQ

Reg: 11553864

Get in touch