pickyourbaby.com

November 25, 2025

What it is

PickYourBaby.com is the public-facing site for Nucleus Genomics (NYC-based) which markets a fertility/IVF service package called IVF+ and also a genetic-screening service called Nucleus Embryo. (mynucleus.com)
The service claims to allow prospective parents to:

Screen for over 2,000 hereditary conditions they could pass on. (mynucleus.com)
Optimize embryos during IVF (for those already doing IVF) with advanced testing and “genetic optimization software” covering traits like height, disease risk, “personality indicators”. (mynucleus.com)
Provide a full package (for those starting IVF) that includes clinic matching, donor selection (if needed), medication & cycle, and genetic diagnostics. (mynucleus.com)
They launched a high-visibility ad campaign in New York with slogans like “Have your best baby” and directed people to PickYourBaby.com. (mynucleus.com)

Pricing details (from their website): The all-inclusive “IVF+” package starts at about USD 29,999. (mynucleus.com)

Why it’s gaining attention

The service is a novel combination: it merges mainstream assisted reproduction (IVF) with advanced genetics. By doing so it opens new questions of how far “selection” and “optimization” can go in embryo/child outcomes.
The marketing has deliberately been provocative. For example the ad campaign features claims like “IQ is 50% genetic” and “Height is 80% genetic” (with images of babies) in NYC subway stations. (Inc.com)
They report strong growth in interest: according to one piece, visits to Nucleus jumped “nearly 400%” and sales “1,700%+” after the campaign. (Inc.com)
It’s raising ethical, regulatory and social questions (which I’ll cover below).

How it works (simplified)

Consultation and Onboarding – Prospective parents meet with the company, get screened, begin the process.
Carrier Screening / Pre-IVF – The company claims to screen both parents for genetic risks (whole‐genome carrier tests, etc) covering thousands of conditions. (mynucleus.com)
IVF Cycle / Embryo Creation – For the full package: they coordinate with clinics, medications, retrieval, fertilization, etc. (For the “Embryo” product only: you may already be doing IVF at your clinic.) (mynucleus.com)
Embryo Testing & Selection – Genetic testing of embryos is done, plus software scores them/ranks them against traits/diseases. Then parents (with counselors) decide which embryo to implant. (mynucleus.com)
Implantation & Pregnancy – Standard IVF transfer, pregnancy follow-up, etc. The company’s pitch is that by combining advanced genetics and IVF you can “give your child the best possible start.” (pickyourbaby.com)

Key claims vs. considerations

Claims

Coverage of 2,000+ genetic conditions that parents could unknowingly pass on. (mynucleus.com)
Embryo “optimization” for health, longevity, possibly appearance and cognitive traits. (mynucleus.com)
Concierge level service: clinic match, donor match, full support.

Considerations & caveats

Genetics is complicated: while many traits have a genetic component, environment, chance, and complex gene-gene/gene-environment interactions matter. For example a claim like “IQ is 50% genetic” may oversimplify how IQ works in real life.
Ethical & social questions: The idea of selecting embryos based on not just disease risk, but traits (height, intelligence, appearance) raises concerns about “designer babies,” equity, social pressure, eugenics. Various outlets have flagged this. (New York Post)
Accessibility & Equity: With costs around USD 30k+, this is likely accessible only to a small subset of affluent parents (so access, fairness, global applicability become questions).
Scientific limits: Some traits marketed (e.g., personality indicators) may not yet have robust predictive validity in embryos. The company seems to position itself ahead of standard practice.
Regulatory & legal risks: Use of genetic screening and selection in embryos is tightly regulated in many jurisdictions (and surrenders to ethical norms). The campaign’s marketing already triggered pushback and scrutiny. (Inc.com)

Target audience and use case

Couples (or individuals) already considering IVF who want access to “next-level” genetics and are willing/able to pay for it.
Prospective parents who are very concerned about hereditary disease risk (e.g., known carrier status) and want more screening/choice.
Also possibly donor-recipient couples wanting more data on donor/embryo genetics.
Probably less suitable (or inaccessible) for people without financial resources, or in jurisdictions where such services are restricted or less supported.

Pros & Cons Summary

Pros

Higher level of genetic screening than what many clinics offer by default.
More personalized/facilitated support when combining IVF + genetics.
Potential to reduce the risk of certain hereditary diseases and give more information/choice to parents.

Cons

High cost, making it inaccessible for many.
Ethical concerns about trait selection (beyond disease prevention).
Unclear how much incremental benefit you get (vs standard IVF + current genetic testing).
Risks of overpromising: some advertised “traits” may have weak scientific backing in embryo selection context.
Possible social implications: inequality, “designer baby” perceptions, potential for regulatory backlash.

Ethical & societal issues

Designer baby worry: When marketing shifts from “avoid disease” to “choose traits,” many feel the boundary between medical care and enhancement is crossed. The campaign (“pick your baby”) has been called provocative for this reason. (Inc.com)
Genetic resistance / diversity concerns: There are fears that focusing on specific “desirable” traits may reinforce bias or reduce appreciation of diversity.
Regulation & oversight: Different countries and states have different rules about embryo testing/selection. The service may raise questions of “how far is allowed” and what governance exists.
Psychological effects: For parents and children — the idea of “optimized embryo” might raise expectations or pressures on the child.
Resource allocation: High-cost advanced genetic services might widen inequality in reproductive care.

What to ask / due diligence if you consider using it

Ask: What evidence the company has for the predictive validity of each trait they test/select for.
Understand: What’s included in the package vs what costs extra. Are there hidden fees? What happens if you don’t get many embryos?
Check: The clinic they’re working with — success rates, ethical practices, local regulations.
Clarify: What the genetic screening is actually telling you (risk reduction vs guarantee).
Consider: Your jurisdiction’s laws/ethical guidelines around embryo screening and selection.
Reflect: What is your goal — avoiding serious inherited disease vs selecting non‐medical traits. Are you comfortable with the trade-offs?

Key takeaways

The service combines IVF + very advanced genetic screening/embryo analysis, offering more “choice” than many standard fertility clinics.
It is marketed in a way that pushes boundaries — claiming you can “optimize” for traits, not just avoid disease.
While there are genuine benefits (especially for hereditary disease risk), many aspects (trait selection, long-term outcomes) are still scientifically and ethically unsettled.
The high cost and marketing raise questions about access, regulation, social impact.
If you’re considering it, detailed due diligence is important: scientific backing, full cost breakdown, regulatory status, ethical implications.

FAQ

Q: Is this service only for people already doing IVF?
A: No — they offer a full “IVF+” package from the start for those not yet in a clinic, and also a screening-only “Embryo” option for people already doing IVF. (mynucleus.com)

Q: Does it guarantee a “perfect” baby or specific traits like height or intelligence?
A: No guarantee. The company claims to “optimize” by using genetic data and scoring embryos, but genes are only part of the story. Environmental, stochastic (chance) factors still matter significantly.

Q: Are there regulatory or ethical restrictions?
A: Yes. Many jurisdictions regulate embryo selection, genetic screening, and trait selection. Ethics bodies often caution about the jump from disease prevention to trait enhancement. Also, public backlash has already occurred around the company’s marketing. (New York Post)

Q: What’s the cost?
A: For the full IVF+ package they list a starting price of about USD 29,999. (mynucleus.com)

Q: Is the service globally available?
A: The company is US-based (NYC) and the campaign targets US customers. Whether they facilitate international patients or in jurisdictions outside the US isn’t clear from the publicly available info.

Q: What kind of traits are included?
A: They mention height, hair colour, disease risks, possibly “personality indicators.” But they also emphasise health and longevity as major goals. (mynucleus.com)