Fair IVF Freeze + FET
Cycle cost £6,049
Ideal for patients with PMOS (formerly known as PCOS) or those who require a measured, two-step approach to IVF treatment.
Learn more
The UK’s First AI-Powered, All-Inclusive, No Hidden Cost IVF Packages
Affordable IVF Treatment in London with Avenues
Cycle cost £2,949
- Birth rate per collection
- 67%
- Fertilisation failure
- 0%
FAIR IVF Packages
No hidden fees. No surprise add-ons. Just clear, honest, all-inclusive pricing.
Fair IVF Donor
Cycle cost £4,649
Fair IVF Two Mums
Cycle cost £7,349
The UK’s First AI-Powered, All-Inclusive, No Hidden Cost Reciprocal IVF Package with a vial of Donor Sperm.
Learn moreFair IVF+ (High BMI)
For BMI >35 (Fair IVF+) £4,749
Fair IVF+ is £4,749 all-in, with ICSI & medications included. No hidden fees. No compromise on care. Package with Coaching option available from Nicola Salmon.
Learn moreWhat you get with Fair IVF
Clinical Care
- Virology Testing
- Stimulation, Trigger Medication
- Luteal Medications up to Urine Test
- Monitoring scans & bloods
- Egg collection procedure
- Anaesthetic Fees
- 1 Fresh Transfer
- Pregnancy Test & Early Scan
- HFEA fee
AI-Powered Embryology
- ICSI (normally an added cost)
- Blastocyst Culture
- AI Sperm Selection During ICSI
- Time-Lapse Incubation
- AI-Guided Embryo Assessment
Personalised Support
- Personalised Consultant-Led Treatment
- Nurse consultation
- Dedicated patient coordinator
- Patient Application
Refunds & guarantee
If a treatment cycle is abandoned for medical or other reasons, prior to egg collection, a £500 cancellation fee will be incurred. If a treatment cycle is abandoned following egg collection, no refund will be available. Full details are in the FAIR IVF Terms and Conditions.
Who qualifies for Fair IVF?
Female partner under 35 years old (or use our extension package up to 37 years old)
Women aged 35–37 can access any Fair IVF package by adding £1,649 to their chosen package.
AMH over 10 pmol/L
AMH test must be done within the last 6 months. AFC number may also be used, depending on your consultant’s recommendation.
BMI up to 35
BMI-inclusive packages are available for each of our Fair package types. See Fair IVF+ for details.
No severe uterine abnormalities
Must be confirmed by ultrasound scan at Avenues. Abnormalities may include, but are not limited to:
- Asherman syndrome: intrauterine adhesions
- Uterine septum (severe cases)
- Uterine fibroids, if very severe
- Absent uterus or MRKH
Less than two previous consecutive miscarriages
Chemical pregnancies are not considered miscarriage in the context of Fair criteria.
Male partner sperm count >1 million/mL
Fair IVF Donor is available for those who may have a severe male factor.
Final qualification for any FAIR IVF package is at the discretion of the treating consultant, based on fertility potential and overall medical history – if it’s not the right fit, we have other personalised packages designed just for you. For full details, please see our Fair IVF Terms and Conditions.
Fair IVF Extension now gives women 35–37 access to any Fair IVF package by adding £1,649
Don't fit the Fair IVF criteria? Don't worry!
Avenues has no age, BMI or AMH restrictions on all standard Fertility & IVF treatment packages.
IVF with ICSI
£9,979A single all-inclusive cycle package with no BMI or age restriction.
Learn moreImpact IVF
£18,949Designed for advanced maternal age or low ovarian reserve. A 3-cycle package; one goal.
Learn moreDonor Eggs
£14,390IVF with donor eggs includes 6 donor eggs, medication and legal guidance.
Learn moreEgg Freezing
£5,549Clarity, control and 5 years of cryostorage, all backed by AI, with no BMI restriction.
Learn moreHow to get started
From first consultation to treatment — simple, transparent, and supported every step of the way.
- 1
Assessment
Complete the Female × Male Assessment Package (£649) in one easy visit — or bring a recent AMH test and semen analysis and book just the consultation (£300).
- 2
Consultation
Meet your consultant to review eligibility and discuss your FAIR IVF package. Pay on the day and we'll credit £300 back toward your package.
- 3
Treatment
Begin your AI-powered IVF cycle with consultant-led care, smart embryology, and full medication support. All included in your package price.
- 4
Support
From pregnancy test, early scan, post-transfer hormone support, and follow-up consultation We're with you every step of the way.
Measuring Success — Transparently
FAIR IVF success is measured per patient, not per cycle. One population. One journey. One clear treatment pathway.
£2,949
Per cycle cost
67%
Birth rate per collection
1
Cycle to baby
£4,401
Cost to baby
| Metric | Avenues | Industry benchmark |
|---|---|---|
| Average mature eggs | 11.2 | 9 |
| Fertilisation rate | 83% | >75% |
| Fertilisation failure per cycle | 0% | <5% |
| Blastulation rate | 71% | >60% |
| Average good-quality blastocysts per cycle | 6.2 | — |
How these figures were measured
For national success rate data and guidance on choosing a fertility clinic, please refer to the HFEA’s Choose a Fertility Clinic tool. Please note that success rates alone offer limited insight when comparing clinics, and should be considered alongside other factors such as patient care and treatment options.
The HFEA currently uses live birth rate per embryo transferred as the main KPI to compare clinic performance. However, this metric does not always reflect what is best for patients. A more meaningful and patient-focused measure is live birth rate per patient, which captures the overall chance of success across a full treatment journey. Ultimately, success should be measured by how effectively a clinic helps each patient achieve a live birth, not just per embryo used. As our clinic is less than 2 years old, this data has been reported to but has not been verified by the HFEA.
Other centres defined as meeting the Vienna Consensus Competency value. Worth noting that not all centres meet these standards.
Based on January 2025–December 2025 of patients meeting Fair IVF criteria.
Ready to Start Your Journey?
Book your consultation today. Clear pricing. Consultant-led care. AI-powered results.
Fair & Innovative vs Traditional Affordability
Saving you over £1,000 compared to other low-cost IVF options
When comparing IVF prices in London, most clinics list only partial costs, leaving out medications, ICSI or key lab services. With Fair IVF, what you see is what you pay.
| Avenues | ABC IVF | Kind IVF | |
|---|---|---|---|
| Price (IVF + ICSI)At Avenues ICSI is considered a standard of care — included in all of our packages. | £2,949 | £4,025 | £4,000 |
| Time-lapse incubationTime-lapse comes at an extra cost in some centres. At Avenues, it powers our AI egg and embryo tools. | ✓ | ✗ | ✓ |
| Live access to embryo development from your phoneAvenues gives patients access to their data and embryo development directly on their phone. | ✓ | ✗ | ✗ |
| AI sperm assessment at sperm preparationAs part of our AI-powered IVF, Avenues offers AI sperm assessment as a standard of care. | ✓ | ✗ | ✗ |
| Patient phone appStay connected to your clinic and hospitality team directly in our patient app. | ✓ | ✗ | ✓ |
| Medications & scansMedications and scans are part of the Fair IVF package. | ✓ | ✓ | ✓ |
| Same-day semen analysis, AMH blood test result, scan and consultationAvenues provides same-day Fertility MOTs; other centres require multiple visits. | ✓ | ✗ | ✗ |
| Known forAvenues is the only clinic in the world to integrate AI into every step of the fertility journey. | Innovative, technology-driven care | Mild stimulation | Modern families |
| HFEA-licensed clinicFair IVF is not a sub-brand for us — it's a way of delivering accessible care. | Avenues | Create | London Women's Clinic |
Patient reviews
What our patients say about Avenues
Supported and treated despite having a BMI that other clinics would not consider. Treated as an individual and as I am; a breath of fresh air after a very difficult journey.
We absolutely loved the team at Avenues. … They spoke to us like humans and were so positive and upbeat. Going through IVF is really stressful and they made the journey so much easier. We're so grateful to the team and Dr Ali…
We have currently completed an egg collection with Avenues and feel extremely well cared for and most importantly that we're in exactly the right place. Their AI-driven approach gives us as patients that peace of mind that we're optimising any marginal gains… the nursing team are so lovely and our doctor (Daniella) has been fantastic…
Every single staff member I have met during my journey have moved me with their kindness. I've never felt so valued when receiving a service before. They are always ready to answer any of your questions, and are happy to give you the time you need to feel reassured.
Professional, kind team, modern and clean clinic, convenient location, proactive appointment scheduling.
I had an outstanding experience at my hospital appointment. My doctor Montse was incredibly professional and proactive from check-in to follow-up. … I felt listened to, respected, and well cared for throughout.
It was an amazing experience, I felt at ease … they always replied to my questions and making sure I was ok. Romane and Dr Javier have been amazing
Jenny and Kim made the whole experience fantastic — everything was explained clearly, and nothing was ever too much trouble. They really made a stressful situation feel easy.
A very clean facility. Staff were amazing, caring and friendly. I was carried along with every step of the treatment and I never felt left out.
Google Business Profile, Avenues Euston, September 2026
The Avenues Difference
3 Pillars Behind Every Journey
Compassion & Unrivalled Hospitality
Fertility care should feel human. From the warm hello to the quiet support after a tough day, we’ve designed every detail to make you feel seen, safe, and supported.
Innovation & Precision Care
We integrate the most advanced fertility science — AI, robotics, and data analytics — to personalise your care at every step. This is precision medicine, designed for your unique path.
Empowerment & Accessibility
We don’t believe in confusing pathways or hidden costs. You’ll have clear answers, honest guidance, and access to affordable care that never compromises on quality.
FAQs
Fair IVF - Frequently Asked Questions
Who is FAIR IVF for?
FAIR IVF is designed for first-time IVF patients with a good prognosis. It’s ideal if you’re under 35, have an AMH over 10, a BMI up to 35, and no history of severe uterine abnormalities or previous IVF cycles.
Affordable IVF Treatment in London with Avenues Fair IVF starting at £2,949
The UK fertility system is broken. High IVF costs, financial barriers, and postcode lotteries deny too many the chance to start a family on their terms.
The time is now to build your family, without the wait!
How do I know if I qualify for Fair IVF?
Eligibility is determined by your doctor during your consultation. It’s about safety, success, and personalisation—we’ll always guide you toward the best option for your care.
What’s included in the FAIR IVF package?
Everything you need for a complete IVF cycle, including:
- Consultant-led care
- All stimulation medication
- Monitoring scans and bloods
- Egg collection
- ICSI (yes, it’s included!)
- Embryology with AI-driven assessment
- Fresh embryo transfer
- Pregnancy test and early scan
- Full use of our Patient App
No hidden fees. No surprises.
Can I add PGT-A testing to Fair IVF?
Yes. You can add genetic testing (PGT-A) to the Fair Freeze package.
What if I don’t qualify for FAIR IVF?
We offer other smart, supportive options—like Impact IVF, tailored to different needs such as low ovarian reserve or advanced maternal age. Whatever your path, we’ll guide you.
Is FAIR IVF really all-inclusive?
Yes. FAIR IVF includes all essential medical, embryology, and lab fees. The only things not included are optional add-ons like genetic testing or egg/sperm freezing, if needed.
Why is FAIR IVF more affordable than typical IVF?
We use technology to streamline care and cut unnecessary costs—without cutting corners. FAIR IVF offers world-class treatment with transparent pricing, designed for outcomes, not upcharges.
What makes FAIR IVF different from other ‘low-cost’ packages?
Other clinics often start with a low base price, then add costs for ICSI, medications, or lab services. At Avenues, FAIR IVF means one price, one plan, one promise—no bait and switch.
How is AI used in Fair IVF?
Avenues is the only clinic in the UK to embed AI across every stage of your IVF journey. From assessing egg quality to selecting the healthiest sperm and identifying the best embryo for transfer, AI helps us make faster, more accurate, and more personalised decisions, improving your chances of success.
What is AI sperm selection, and how does it help?
During ICSI, our AI system deeply analyses sperm in real time to choose the one most likely to fertilise an egg successfully. It looks at far more than just shape and movement—uncovering subtle patterns that manual techniques often miss. This leads to higher fertilisation rates and stronger embryos.
How does AI help with embryo selection?
Our Embryo Intelligence platform tracks embryo development with time-lapse imaging and compares it to data from millions of previous cases. It predicts which embryos are most likely to implant, helping us select the best one for transfer and reducing the chance of miscarriage or failed cycles. rates and stronger embryos.
Can I see my embryo development in real time?
Yes! With our Patient App, you can view images of your embryos, access AI insights, and receive updates from our embryologists. It’s part of making your care more transparent, empowering, and emotionally connected.
How are my eggs and embryos stored safely?
At Avenues, your eggs and embryos are stored using TMRW, the world’s first robotic cryostorage system designed specifically for fertility. Unlike traditional manual systems, TMRW digitally tracks each sample, monitors conditions 24/7, and eliminates risks like mislabelling or temperature issues. It’s the most advanced and secure system available—and Avenues is the only clinic in London to offer it.
Is Embryo Freezing and Cryostorage fees included?
It is only included in the Fair Freeze package. Embryo Freezing costs is £525 per 4 straws and Cryo Storage costs are £40 per month, or £450 per year.
Not sure which FAIR package is right for you?
We offer a free 15 minute call to guide you with one of our Fertility Advisors.