aura-ivf-lab
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Alan Murray
He spent thirty years building ad-tech and members clubs. Then he decided the real engineering problem worth solving was how a human embryo gets made.
Joshua Abram
Joshua Abram was a serial entrepreneur and investor who spent two decades building category-defining, venture-backed companies across technology, hospitality, and life sciences. With his longtime partner Alan Murray, he co-founded Integral Ad Science, the workplace brand NeueHouse, the data-science firm Dstillery, and the fertility-technology companies TMRW Life Sciences and Conceivable Life Sciences. At Conceivable he set out to build the world's first fully automated IVF laboratory, AURA, with the aim of turning a Nobel Prize-winning therapy into a population-scale, lower-cost solution. He was named to Goldman Sachs' list of the 100 Most Intriguing Entrepreneurs in 2021 and died in August 2025 at age 62.