Meet Marija Skujina, CEO at Global Telehealth Fertility and Pregnancy Clinic: Plan Your Baby

“I started Plan Your Baby because fertility care should fit around people’s lives — not the other way around.”

Tell us about Plan Your Baby

I’m the founder and CEO of Plan Your Baby, a UK-based fertility care clinic built around access, clarity, and continuity of care.

After years working as a fertility specialist in clinics across London, I saw how difficult it was for many patients to get timely, consistent support. Long NHS waiting lists, fragmented private care, and an overwhelming amount of information often left people feeling stuck and unsure of what to do next.

Plan Your Baby was created to bring fertility care closer to people — with clear explanations, personalised treatment plans, and the ability to access care without putting life on hold.

How did you come up with the idea for the company?

The idea came directly from my clinical work.

I met patients who had waited years just to be seen, who reorganised their lives around clinic schedules, and who were trying to make important decisions while feeling under-informed and unsupported. Many of them didn’t need more information — they needed clear guidance and continuity.

I wanted to build a model of care where patients could get honest answers earlier, understand their options step by step, and feel guided throughout the process, rather than left to navigate it alone.

Tell us about your core product or service

Plan Your Baby provides the full range of fertility care — from early support with conception, through diagnostic testing and non-invasive treatments, to IVF and egg freezing when needed.

Care is personalised and structured around the patient. In practice, this means access to a dedicated medical team, clear timelines, and treatment plans that are adapted as things evolve. Telehealth plays a central role, allowing patients to receive the same clinical quality while fitting care around work, family, and daily life.

What most excites you about the fertility and telehealth space?

Telehealth has changed what’s possible in fertility care.

It allows us to address concerns when they arise, rather than weeks or months later, and to maintain continuity without unnecessary clinic visits. For many patients, this removes a significant layer of stress.

On a personal level, fertility medicine is uniquely rewarding. Being part of someone’s journey toward building a family — and later receiving photos of babies and families — is something that never loses its meaning.

What has been the biggest challenge you’ve had to overcome?

One of the biggest challenges has been building trust in a new model of care.

Fertility treatment is deeply personal, and patients are understandably cautious. Creating a telehealth-led clinic that still feels thorough, personal, and medically rigorous required careful structure, strong clinical standards, and clear communication at every step.

What is your number one piece of advice to aspiring entrepreneurs?

Believe in what you’re building, and make sure you genuinely care about the problem you’re solving.

It also helps to have people around you who understand your vision — colleagues, friends, family, or a wider community. Building something meaningful is much more sustainable when you’re not doing it alone.

What can we hope to see from Plan Your Baby in the future?

Our goal is to become the leading telehealth fertility clinic in the UK, while maintaining high clinical standards and personalised care.

Beyond that, we plan to expand into other regions and continue refining how fertility care is delivered — always with the aim of helping more people build their families with clarity and confidence.