A new tinder-styled app launched in London can allow women to find and pick sperm donors based on attributes such as race, eye-colour, medical history and nationality.

London Sperm Bank Donors started the app to make it easier for women to browse different sperm donors by creating their ideal donor through a wish list and receiving alerts when a suitable candidate signs up. User’s can then opt to buy a sample of the sperm for £950 or around $1,200 USD where the sperm will be sent to the clinic where the woman is being treated.

Each donor is listed anonymously such as Donor 1000, Donor 1001 with a list of characteristics. The user can then select more information where more details such as medical history and personality are described. The app was developed to give users ultimate privacy but also the choice of browsing in their own time.

Although the app legally meets the requirements of IVF regulator Human Fertilisation and Embryology Authority (HFEA) many critics are questioning the trivialisation this puts on the importance of parenthood. However, around half of the IVF clinics currently in the UK have already signed up to be involved in the service.

London Sperm Bank scientific director Kamal Ahuja, believes this is a step forward in technology and the needs of women looking to go ahead with IVF options.

“You make all the transactions online, like you do anything else these days,” Ahuja said. “This allows a woman who wants to get a sperm donor to gain control in the privacy of her own home and to choose and decide in her own time. We think this is the first of its kind in the world.”