Femtech

1. 1. Bundling up

   → Startups that initially focused on a particular niche are now broadening their focus, such as fertility apps integrating services for menopause.

   → Eventually, the aim is to capture the whole life cycle of women’s health, thus addressing a larger overall market and providing a better user experience within a single app or platform.

2. 2. Zooming in

   → One underserved subsector of femtech is providing specialised care for women struggling with specific conditions.

   → This could include endometriosis or hormonal imbalances as well as conditions more prevalent in women than in men, like autoimmune disorders or mental health issues.

3. 3. Partnering up

   → Femtech started out by following a DTC approach, but in the longer term startups may find it easier to extend their reach by partnering with healthcare incumbents.

   → With more women in the labour force than ever, startups may also seek out companies offering their services as employee benefits.

4. 4. The big picture

   → Raising awareness is critical to femtech’s success, especially since startups are pitching their ideas to investors who are — more often than not — men.

   → Some startups are now making this part of their product, for example by offering “partner modes” within apps and providing free educational content.

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