For families and individuals navigating assisted reproduction, the challenge can extend far beyond medicine. In vitro fertilization (IVF), surrogacy, reproductive law, donor arrangements, insurance, and clinical psychology typically involve numerous independent professionals, each responsible for one part of an intensely personal undertaking. IMA ART Fertility was created around a different premise: Someone should be responsible for personally engaging and overseeing the entire journey.
Co-founded in Beverly Hills by Michelle Tang and Ron Sonnenberg, IMA ART is neither an IVF clinic nor a traditional surrogacy agency. The founder-led firm describes its model through two complementary ideas: the Fertility Maison, reflecting its bespoke, highly discreet, and personal approach to service; and the Fertility Family Office, which provides stewardship, governance, and independent oversight across the complexities of building a family.
The Fertility Maison: A Bespoke Approach to Family Building
The “ART” in the company’s name stands for “assisted reproductive technology,” but it also speaks to the firm’s philosophy: No two paths to parenthood are identical. IMA ART works across fertility and surrogacy, including IVF, embryology, egg and sperm donation, fertility preservation, bringing together leading specialists while remaining personally engaged throughout the journey.
Courtesy of IMA ART Fertility
For Tang, whose background includes more than a decade in governance, risk, and compliance at institutions including UBS Wealth Management, Natixis, and PwC, the principles of accountability and oversight familiar to sophisticated financial environments have particular relevance to fertility. IMA ART calls this Fertility Governance. It’s about bringing greater structure, foresight, and responsibility to a journey that can otherwise become fragmented among multiple providers.
“Luxury in fertility is about time, access, discretion, and knowing that someone is personally engaged and available for the journey as a whole,” says Tang.
Founder-Engaged Fertility Stewardship
That distinction is central to IMA ART’s white-glove approach. Rather than attempting to replace fertility physicians, reproductive attorneys, clinical psychologists, or other specialists experienced in surrogacy, the firm works independently to engage with each of them, helping its clients to assemble the appropriate expertise, while also providing continuity as the journey moves from one discipline and milestone, to the next. Tang and Sonnenberg remain personally involved, extending the model beyond coordination to founder-led stewardship.
Michelle Tang and Ron Sonnenberg. Courtesy of IMA ART Fertility
It is also why IMA ART describes itself as a Fertility Family Office.
“Family offices have been asked to protect everything a family has built,” explains Sonnenberg. “Yet, the most fundamental question—how a family creates its next generation—has never had a formal answer. We are the first.”
The Fertility Family Office and the Next Generation
The analogy is less about wealth management; it focuses more on responsibility. A traditional family office brings oversight and continuity to complex family affairs. IMA ART applies a similar philosophy to fertility and surrogacy, particularly for clients whose journeys may involve multiple jurisdictions, specialists, and highly personal considerations.
Beverly Hills provides an appropriate home for the Fertility Maison. When clients or surrogates travel to California for important medical milestones, Tang and Sonnenberg are often there themselves—arranging schedules, accompanying appointments, and ensuring that days defined by medicine retain a sense of humanity. A carefully selected hotel, a private meal, or simply time spent away from the clinical environment exemplify the firm’s broader philosophy: Fertility should feel considered rather than transactional.
Michelle Tang. Courtesy of IMA ART Fertility
For IMA ART, however, the ultimate purpose extends beyond making fertility treatment more comfortable. It is about emphasizing and specializing in the creation of a family’s future generation.
“A family office protects what previous generations created,” says Sonnenberg. “A Fertility Family Office helps create the generations that follow.”
