In this episode, Prof Chapman explains how advances in embryo freezing—particularly vitrification—have transformed IVF outcomes, making frozen embryo transfers just as successful as fresh transfers in many cases. He walks through the pros and cons of fresh versus frozen cycles, the original and current reasons for “freeze-all” strategies, and why factors like hormone levels, uterine environment, OHSS risk, and genetic testing all play a role in deciding the best approach. A clear, reassuring conversation to help patients understand why freezing embryos is often recommended and how the decision should be personalised.