Alan Murray has spent more than 30 years in healthcare innovation. He co-founded Conceivable Life Sciences, a company aiming to transform fertility treatments. Conceivable is building AURA, an automated IVF lab platform that combines robotics, software, AI, and advanced optics.
The goal behind AURA is clear: reduce human error, increase lab capacity, and make fertility care more affordable and accessible. IVF treatment today depends heavily on skilled embryologists. They manually create embryos, which is a slow, precise process. This manual step creates a bottleneck that limits how many patients a lab can serve.
Before Conceivable, Alan Murray helped start TMRW Life Sciences. TMRW focused on automating the storage and management of frozen eggs and embryos. That technology improved the chain of custody in cryopreservation. Now, Conceivable is pushing automation deeper into the IVF workflow itself.
With delayed parenthood becoming common, more people freeze their eggs and sperm. This trend adds pressure on fertility labs to handle more samples and treatments. Automation could help labs meet this growing demand by making processes faster and more reliable.
AURA’s High-Tech Approach
AURA integrates robotics with AI to assist with embryo creation and lab management. Advanced optics help monitor embryo development in real time. The software connects all parts of the lab workflow, making operations smoother and more consistent.
By automating repetitive tasks, AURA frees embryologists to focus on more complex decisions. This reduces variability in outcomes, which can improve success rates. It also means labs can expand capacity without simply hiring more staff.
Making fertility treatments more affordable is key. Right now, IVF can be costly and out of reach for many. Automation can lower costs by streamlining the process and reducing errors. Conceivable hopes this will open doors for more people to start families.
Voices from Health and Wellness
Meanwhile, Shannon Fernando, a Nurse Practitioner and founder of Alabaster International, spoke at TEDxBeverlyGrove on July 26, 2026. She challenged common ideas about hunger, saying, “Hunger isn’t a scarcity problem. It’s a permission problem.” This highlights how social issues often need new ways of thinking and action.
In a different field, Fritz Lanman, CEO of Playlist and ClassPass, shares his personal routines that support his health and work. He lives in Missoula, Montana, where he moved about eight years ago after opening a ClassPass office there. At 44 years old, Fritz starts his day early, waking at either 4 or 7 a.m., and is a sensitive sleeper.
Fritz goes to a CrossFit gym five days a week and practices intermittent fasting, eating his largest meal after workouts. He prefers outdoor meetings like hikes or fly fishing over digital calls. His routine shows how wellness and productivity can go hand in hand.
All these stories reflect a common theme: smart innovation, whether in technology or lifestyle, can unlock better outcomes. For fertility care, automation promises to change lives by making complex lab work simpler and more scalable. For health and social issues, fresh ideas and habits can break old patterns and open new possibilities.
Based on
- Alan Murray, Co-founder and CEO of Conceivable Life Sciences – Interview Series — unite.ai
- Forget More Health Scores. Fullive Wants Technology to Actually Help You Recover — usatoday.com
- Business Leaders Driving Change and Innovation — usatoday.com
- Nurse Practitioner and Global Health Leader Shannon Fernando Delivers TEDxBeverlyGrove Talk on the Permission Principle | AP News — apnews.com
- I’m the CEO of ClassPass and live in Montana. I love CrossFit and fly-fishing meetings — here’s my routine. | Business Insider Africa — africa.businessinsider.com
