What Rhea Fertility & GenPrime is doing that your typical fertility clinic never dared

“How They See It” is where we delve into the minds of those redefining the frontiers of modern industry. In this instalment, we speak with Margaret Wang, CEO of Rhea Fertility & GenPrime. She shares a candid account of why fertility care demands empathy as much as expertise, how technology and human insight must work in tandem, and what it means to build a global clinic network that honours the complexity and the plurality of real lives.

“I froze my eggs in my mid-thirties, in the aftermath of a long relationship that dissolved during Covid-19. Even with excellent access and resources, I found the process emotionally disjointed — as if I alone was responsible for holding together every thread: doctors, decisions, next steps.

It surprised me how much I had to actively seek the correct information and options, only to be left with something oddly fragmented. That distance — the gap between clinical access and emotional presence — stayed with me far longer than I expected.

It’s bewildering, really, that something so deeply personal can feel so disconnected. This became the foundation for Rhea Fertility and our GenPrime clinics. Fertility care should not feel pieced together. I wanted a model that places emotional clarity, clinical coordination, and long-term partnership at its centre — to reshape the lived experience of reproductive healthcare. 

That conviction has endured, even as we’ve scaled GenPrime across borders, building clinics in Thailand, Malaysia, the Philippines, and the US, with Singapore set to open later this year once licensing is complete.

Every market has its own unique regulatory, ethical, and cultural frameworks, but the underlying principle remains constant: whole-person care, grounded in empathy and excellence. The conviction holds, evolving as we discover what it truly takes to deliver care that travels well without losing its heart.

Designing for plurality

This is, of course, a highly complex and fraught industry. The fertility space can often feel like a transactional maze, full of promises yet surprisingly lacking in support. At GenPrime, we believe care must be personal, considered, and continuous.

Fertility journeys are, by nature, emotionally and logistically complex — patients shouldn’t also have to carry the system on their backs. Our clinics are designed to alleviate that coordination burden and instead return decision-making power to patients, equipping them with the context, clarity, and empathy they need.

We can do this because GenPrime is embedded within Rhea Fertility’s broader global ecosystem. Our patients have access to medical expertise, research partnerships with established institutions, and technology developed at Rhea Labs.

Proprietary AI tools, such as Embryonics, support more precise diagnostics. Tilly provides psychosocial support, while partners like Eu Yan Sang, Madam Partum, and Moom Health extend care into daily life. 

These tools matter, but ultimately, trust is the core. True agency isn’t about handing patients more to manage; it’s about ensuring they feel equipped to lead their own care with us walking beside them.

Designing for whole-person support means constantly balancing pace with presence. In fertility care, timelines can be unforgiving, and protocols matter, but so does the emotional steadiness that patients need in these high-stakes moments. 

At GenPrime, we don’t pretend there are no trade-offs. We treat them as design challenges rather than immovable constraints. We’ve brought in user-centric design experts to work with our clinical teams, always asking how we might build systems that enable — rather than erode — genuine care. We also utilise technology to simplify administrative tasks, allowing our teams to remain focused on patient care. 

Collaboration across markets, context-rich handovers, and multidisciplinary teams ensure patients never feel they’re starting from scratch at each visit. Integration and standardised workflows matter. Sincerity does scale — but only when infrastructure is robust and constantly reinforced.

Opening in Singapore has demanded a willingness to unlearn as much as to build. Coming from the U.S., I was accustomed to a context where highly bespoke fertility care is widely accessible. Singapore, with its specific legal, cultural, and social realities, presented a different set of constraints. 

There were moments I had to pause and reconsider — not because the intentions were wrong, but because the approach didn’t fully honour the local context. I’m grateful for my Singapore-based team; their honesty, insight, and rigour have shaped how we adapt thoughtfully and respectfully. We don’t override local laws or realities. Instead, we build systems that are ethical and inclusive within them, supporting individuals and couples where it’s legal to do so. 

Still, the message is always the same: care must meet people where they are, moving with empathy, not assumption. In Singapore, this means evolving how we communicate — not diluting our mission but honouring the complexity of the context we inhabit.

People’s paths to parenthood, timelines, and even the very notion of ‘family’ have grown elastic — and often, contested. We’re not here for platitudes or catch-all solutions. Fertility care today means supporting people navigating a bewildering array of personal, medical, and logistical realities. 

At GenPrime, this diversity forms the foundation, not the exception. Every patient follows a pathway tailored to their needs: clinically precise, emotionally attuned, and supported by multidisciplinary teams who recognise that care cannot be one-size-fits-all. Increasingly, people arrive with more questions than answers. I see this as an opportunity.

Our job isn’t to force their journey into a box but to build systems that evolve as their needs change. Inclusion, for us, is designing care that truly honours difference and ensures it’s visible in every step of our process.

Technology, taboo, and conversation

Technology in fertility care has its seductions — AI promises guidance, but it also raises questions about privacy, autonomy, and bias. At GenPrime, we use AI to support more informed decisions, never to make them for anyone. 

We’ve introduced tools such as time-lapse imaging, which helps embryologists better predict embryo viability, and early-stage oocyte analysis, offering patients earlier and richer insights. Our treatment planning calculator — soon available in Singapore — helps patients visualise a typical IVF journey tailored to their own health indicators and timelines. These tools operate within a model that keeps human guidance and clinical judgement front and centre. Technology should support decisions, not drive them in a vacuum.

And if there’s one thing I could change in Singapore, it would be how openly we talk about fertility — not just in medical settings, but in everyday life. Since entering this space, people have approached me everywhere, sharing stories they carry quietly with them. Yet, they open up only after they learn what I do as if the subject is too heavy for everyday conversation. 

It leaves me thinking: how many are bearing the weight of their experiences alone — not sharing them with their families, friends, or sometimes not even with their partners? It’s not simply about fertility; it’s about how we speak — or don’t — about our health, hopes, and pain. 

There is so much stigma, so much caution, especially when vulnerability is involved. I know it. I have felt it. And if I have, surely others have too.

However, I genuinely believe that the more we normalise these conversations, the more we create space for genuine connection. Sometimes, the most powerful kind of care isn’t found in the system, but in the simple act of being heard and supported by each other.”

GenPrime Fertility Centre, Singapore, will commence medical services upon completion of licensing by the Ministry of Health, Singapore.