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Tilly

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Tilly is a platform that helps women and men take control of their fertility. Backed by leading investors

134%
 - 
Funded 26 Sep 2022
€285,000 target
€384,700 from 280 investors
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Business overview

Location Stockholm, Sweden
Social media
Website mytilly.co/
Sectors Healthcare Digital Mixed B2B/B2C
Company number 559228-1165
Incorporation date 19 Nov 2019
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Investment summary

Type Equity
Valuation (pre-money) €3.1M
Equity offered 11.02%
Share price €2
Tax relief N/A
Co investor Antler

Antler is a global early-stage venture capital firm that invests in the defining technology companies of tomorrow.

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Business highlights

  • 50% avg. monthly user growth with users in 100 countries
  • Backed by leading investors, including Antler
  • Female founded - based on own experience of fertility struggles
  • Tilly app launched in Aug 2021 and is generating revenues
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Key features

  • Secondary Market
  • Seedrs nominee min. €10.00 +
  • Direct investment min. €30,000.00 +
  • Idea
  • Investor Perks
  • Key Information
  • Team
  • Updates
  • Investors 280
  • Discussion
  • Documents

Idea

Introduction

At Tilly we're on a mission to decrease time to pregnancy and to reduce unnecessary stress among fertility patients.

Our app provides support across all the multiple pain points, physical and mental, that a fertility journey entails. It uses AI to personalise recommendations and programmes because there is no such thing as “one model fits all”.

We (the founders) created Tilly based on our own challenging fertility journies and insights from our engaged community. Since launch, we've seen a consistent monthly user growth of 50% (on avg.).

Backed by leading investors, Tilly wants to reduce the guesswork and confusion on a journey that most of us embark on at some point. Each year an estimated number of 200M couples try to conceive. 1 in 6 needs medical help. And 75% seek help later than optimal. In addition, the psychological effects of fertility struggles are often neglected although 76% report anxiety and 52% report depression.

Tilly is here to change this!

Substantial accomplishments to date

• Consistent user growth with 50% avg. month-to-month growth since launch last year

• High user rating - average AppStore rating 4.6/5

• Users in over with 100 countries feeding the app with data

• Featured in the Independent (UK), Talk TV with Petrie Hoskens (UK), on the front cover of one of Sweden's largest National Newspapers (Dagens Nyheter), as well as many more.

• Highlighted as one of 15 "under-the-radar fertility startups" to watch in Sifted earlier this year

• Founder team with years of combined experience in building and scaling educational digital solutions and creating brand awareness - and with own experience of fertility struggles

• A team with strong experience in AI and data prediction, fertility medicine, psychology, educational tech and marketing

• Backed by investors with experience from Natural Cycles, Vitrolife (one of the leading providers of IVF equipment) and Clue. Other investors include Antler, a leading early stage investor, and Propel Capital, Sweden's largest early constitutional investor

Monetisation strategy

Tilly's end-user monetization strategy (B2C) is built on both freemium subscriptions and one-off sales of a range of customized programmes and courses.

We offer different subscription options, ranging from monthly to annual offerings at price points of approximately £7.49 per month to £46.99 per year. And courses will range from £79 - £199.

Tilly also targets fertility clinics (B2B) looking to improve patient experience and facilitate stress reduction.

Fertility patients show a high willingness to pay - a single IVF treatment can cost up to 14 000 USD and the average patient needs three rounds. Tilly's research also shows that fertility patients spend on average $140 per month on additional services such as supplements and fertility yoga.

The fertility service market is projected to grow from $26 Billion in 2021 to $36 Billion by 2028 so we're targeting a growing market.

Use of proceeds

With your support we’ll be putting this round of investment to work in three key areas:

• Product: Launch of evidence-based programmes optimizing physical and mental health fall 2022

• Sales and marketing: Taking the next step in growing our user base - with a specific focus on the UK

• Team and operations: Continuing to build a best-in-class team, including recruitments in marketing, operations and product

It’s a really exciting time at Tilly and we’d love for you to join us in our mission of making every fertility journey easier to navigate!

Anna & Jenny Ann, Tilly's founders

Investor Perks

Please note that any discounts, rewards and/or offers listed by a company in its campaign are subject to the terms and conditions applied by that company and listed above. It is the company’s responsibility to honour such discounts, rewards and/or offers and Seedrs does not take any responsibility for them.

Key Information

Exchange Rate

Direct investments in the round from investors outside of Seedrs have been paid in Swedish Kroner (SEK). This is a total amount of 2,530,023.96 SEK, which has been reflected in the campaign at an agreed Exchange Rate of 1:0.094 SEK to EUR.

This Exchange Rate has been used as it is the average from across the past 180 days (from 16/02/22-13/08/22).

The company valuation is 32,991,599.22 SEK, which has been reflected on the platform in EUR at the same agreed exchange rate of 1:0.094 SEK to EUR.

Investments on Seedrs are made in EUR.

Outstanding Debt

The business has a state funded start-up loan of 500,000 SEK (approx 47,000 EUR) with an interest rate of 5.65%. This is to be repaid over a period of 72 months. Repayments started in September 2021.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

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Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This webpage has been approved as a financial promotion by Seedrs Limited ("Seedrs"), which is authorised and regulated by the Financial Conduct Authority. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Seedrs platform. All investment activities take place within the United Kingdom, and any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Seedrs does not make investment recommendations to you. No communications from Seedrs, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Seedrs does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Seedrs, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from €3,102,172

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

Pitch type

There are 5 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Cohort
  • Secondary

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

Learn more about pitch type on Seedrs

Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

Learn more about investing and pre-emption rights.

Seedrs nominee

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Seedrs nominee.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

Learn more about Custodian here

Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This is an option to invest and hold shares 'directly' in the company (rather than via the Seedrs Nominee). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

Learn more here

Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

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