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Phoebe White: Josie – Built to Give Women Greater Clarity About Their Fertility Health
Phoebe White/LinkedIn
Sep 10, 2026, 15:33

Phoebe White: Josie – Built to Give Women Greater Clarity About Their Fertility Health

Phoebe White, Founder of Josie, shared on LinkedIn:

“It feels quite surreal to finally share the first view of something I’ve been quietly building for the last year.

Meet Josie.

Named after the first fertility nurse we met during our first round of IVF in 2023, she completely shifted how my husband and I felt about what we’d been going through for the previous 2 years.

We went from overwhelmed, confused, and apprehensive to feeling understood, clearer about what was happening, and more in control.

Building a business alongside my own fertility treatment, pregnancy, a horrendous first 18 weeks, raising a toddler, and juggling fractional work has certainly not been the easiest route to becoming a founder.

Yet somehow, amongst all of that, I’ve kept finding the energy to build Josie because I care so deeply about why it needs to exist.

Born from my own lived experience and a drive to use my skills to make a difference, Josie is being built to give women the bigger picture when it comes to their fertility health: greater clarity about their bodies, what to focus on next, and when to act.

We often hear people talk openly about fertility struggles once they reach IVF or treatment, yet the emotional and mental load can start much earlier.

For many of us, we spend years being taught how easy it is to fall pregnant and how desperately we need to avoid it. Then, when the time comes, and it doesn’t happen quite so easily, we realise how much we were never taught about our fertility in the first place.

There are so many reasons conception can be difficult, involving both female and male fertility, and a huge amount of information to piece together for the 1 in 6 people globally who experience infertility.

If Josie can help lighten some of the weight of that journey by giving women greater clarity, a sense of control, and more compassionate support before they reach the point of feeling completely stuck, then Josie will be doing exactly what I set out to build it for.

A huge thank you to Ashlesha Patwardhan, who has been so encouraging of my vision and has brought her expertise to help ensure Josie is being built with clinical safety as a priority.

Also, to Zak Lebetkin and Michael Matchett, who have done such a fabulous job bringing the brand and website to life. I couldn’t have hoped for a more magical combination of creative and technical skills, or nicer people to work with.

A special mention also to Leo Tyson, who has built an incredible women’s health community through The Nexus Women’s Health Collective.

It has introduced me to a network of founders, professionals, advisors, and purpose-led people who have inspired, supported, and mentored me throughout this journey so far.

This is only the beginning, but it feels pretty special to finally put Josie out into the world.

I’d hugely appreciate any sign-ups, shares, or introductions to women who are trying to conceive, or simply want to better understand their fertility health, and might benefit from what we’re building.”

Phoebe White: Josie – Built to Give Women Greater Clarity About Their Fertility Health

Stay informed with the latest updates in fertility and reproductive medicine on Fertility News.

Ashlesha Patwardhan Digital Health Fertility Fertility Education fertility health Fertility Journey Fertility News Fertility Startup Fertility Support in vitro fertilization infertility IVF Josie Leo Tyson Michael Matchett OBGYN Patient Support Phoebe White reproductive health Reproductive Medicine Trying To Conceive Women’s Health Zak Lebetkin
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