The article discusses the introduction of Y Factor, a Danish start-up app, to the UK market, which connects sperm donors with prospective parents. The app offers an alternative to traditional sperm banks and fertility clinics, which can often be costly and have long waiting lists. However, it has sparked backlash due to potential medical, legal, and emotional risks. It is currently unregulated, raising concerns about user safety and legal protections. Despite these concerns, the app’s creators argue it provides a solution for those who cannot afford private treatment or do not qualify for NHS-funded fertility treatment.