Phase Holographic Imaging (PHI) has described its previous HoloMonitor M4 as being designed as a flexible all round system for live-cell imaging, intended to appeal to a broad user base. While it helped build visibility, it didn’t result in the strategic partnerships PHI had anticipated.
Now, the company notes that the market has finally caught up with the technology. Advances in regenerative medicine and cell therapies have created demand for clinically compliant imaging solutions, leading PHI to develop a new HoloMonitor generation built for automation, AI integration, and regulatory compliance.
Expansion into veterinary IVF with HoloOocyte
The upgraded platform also opens the door to veterinary applications. Under the trademark HoloOocyte , PHI is developing a version of HoloMonitor for bovine (cattle) and equine (horse) IVF, enabling non-invasive, automated analysis of egg cells (oocytes) and embryos.
The veterinary IVF market is growing rapidly, driven by the demand for genetic improvement, disease resistance, and sustainable breeding. PHI’s Quantitative Phase Imaging (QPI) technology offers a label-free, cell-friendly way to assess oocyte and embryo quality – addressing one of the main bottlenecks in IVF workflows. Following the announcement of the new strategy, CEO Patrik Eschricht raised his stake in the company – a modest but clear signal of confidence in its new direction.
Laying the groundwork for human applications
While the first steps target the veterinary field, PHI also envisions future applications in human IVF, where stricter regulation requires longer validation cycles. According to Eschricht, the current technology platform establishes the foundation for future expansion into clinical reproductive medicine.
Q&A with CEO Patrik Eschricht
BioStock contacted Eschricht to learn more about the company's expansion.
The move into veterinary IVF represents a new chapter for PHI. What prompted this direction, and how do you assess the potential of this market?
– Our expansion into veterinary IVF stems from both strategic insight and opportunity. Over the years, PHI has built a unique competence in quantitative phase imaging (QPI) and live-cell analysis – technologies that provide powerful, label-free insights into cell behavior. When evaluating new application areas, we saw that the IVF field, both human and veterinary, could greatly benefit from our ability to monitor cell health, development, and morphology in real time.
– Initially, we explored human IVF, but the long regulatory timelines and high validation costs prompted us to look for a faster, yet equally impactful, path to market. The veterinary IVF field proved to be exactly that – a large and growing market with fewer regulatory barriers and strong demand for technologies that can improve success rates.
– By entering this space, we can make a tangible difference more quickly, establish valuable partnerships, and generate data and experience that will also inform future human IVF applications. In short, veterinary IVF offers both strong commercial potential and an ideal bridge toward clinical applications.
PHI has focused on preclinical research for a long time. How will that part of the business evolve as you move further into clinical and veterinary applications?
– PHI has indeed built a strong foundation in preclinical research, and that expertise remains a cornerstone of our business. As we expand into clinical and veterinary applications, we see this not as a shift away from preclinical work, but as a natural evolution and broadening of our capabilities. Our technology and insights from preclinical research continue to inform and strengthen our clinical and veterinary offerings. We are committed to advancing both areas in parallel – leveraging our deep experience in preclinical research while actively developing solutions tailored to the needs of clinical and veterinary practitioners. This dual-market approach allows us to maximize impact across the entire continuum of biomedical innovation.
The previous HoloMonitor was described as a flexible all round system How does the new generation differ in purpose and design?
– The new generation is designed with QMS compliance, upgraded camera module, automated cell segmentation, AI-powered image analysis, advanced image reconstruction technology. It is designed to be easily customizable to suit the specific customer's needs – for instance, IVF.
What improvements make it more relevant for regenerative medicine and cell therapy manufacturing?
– The new generation HoloMonitor introduces several key innovations that significantly enhance quality and reliability in the regenerative medicine and cell therapy field. For example, the upgraded system provides clearer data on ultra-thin cells. It offers a larger field of view – both critical for accurately monitoring cell behaviour and ensuring consistency in therapeutic applications.
Why did you choose livestock IVF as the first step?
– We initially began exploring the potential of applying our QPI technology to human IVF. Early findings were promising – we quickly saw that we could make a meaningful contribution to the field. However, our enthusiasm was tempered once we started evaluating the regulatory landscape: the time required for validation, the cost of clinical trials, and the complexity of approvals made the path forward less attractive. Then, one morning, one of our biologists asked, ‘Have you looked at cows and horses?’ That question changed everything. We discovered that the livestock IVF market is not only substantial, but also more accessible. After reaching out to several breeders and agricultural universities, we received immediate and enthusiastic responses. It was clear that our technology could have a real impact in this space.
TTo what extent could veterinary IVF serve as a testbed for eventual human IVF applications?
– The key benefits veterinary IVF offers for future human IVF applications are many! Technology validation, faster development cycles, scalable data collection for AI -biological insights and finally market readiness. Success in veterinary IVF builds credibility and commercial momentum for human applications.
How does this strategic shift affect PHI’s ability to attract partners, collaborators, or potential acquirers?
– It is mine and the Board’s belief that the expansion will open new and existing opportunities for potential collaborations. The field of IVF is growing and many players in the field want to explore all possibilities to enhance the methods for improving the success rate of IVF.
The content of BioStock's news and analysis is independent, but BioStock's operations are to some extent financed by companies in the industry. This post refers to a company from which BioStock has received funding.