Liverpool Partners’ proposed acquisition of Genea not opposed

23 June 2022

The ACCC will not oppose the proposed acquisition of Genea Limited (Genea) by Liverpool Partners Pty Ltd (LVP). 

LVP recently acquired Adora Fertility Pty Ltd on 1 June 2022. Adora and Genea both supply fertility services including In Vitro Fertilisation (IVF).

The ACCC’s review focused on the areas of overlap between Adora and Genea for the supply of fertility services in Perth, Sydney and Melbourne.

The ACCC concluded this acquisition would not substantially lessen competition as Genea and Adora would continue to face competition from a range of low-cost and full service providers in Perth, Sydney and Melbourne.

Additionally, Adora and Genea do not appear to be one another’s closest competitors. Their services are differentiated and target different customer segments with Adora primarily offering low-cost fertility services and Genea primarily offering full service treatments at a higher price point.

“While the proposed acquisition combines two significant fertility services providers, we concluded that it was unlikely to result in a substantial lessening of competition,” ACCC Deputy Chair Mick Keogh said.

“The fertility services industry has been experiencing a recent period of consolidation. We will continue to closely monitor future acquisitions involving this industry,” Mr Keogh said.

More information can be found on the ACCC’s website at Liverpool Partners Pty Ltd - Genea Limited.


Adora operates one fertility clinic in each of Brisbane, Sydney, Melbourne and Perth, with the majority of its treatments being low cost, bulk-billed treatments.

Genea provides fertility services in NSW at nine locations and at one location in each of Canberra, Melbourne and Perth. Genea’s fertility services include full service and more affordable offerings. Its more affordable offering operates through one clinic in Wollongong, NSW.

Fertility services includes a range of services, such as In Vitro Fertilisation (IVF), Intracytoplasmic Sperm Injection (ICSI), Preimplantation Genetic Testing (PGT), Ovulation Induction (OI), Intra Uterine Insemination (IUI), egg-freezing, and frozen or fresh embryo transfer.

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