How tech is changing women's wellness

Coined by Ida Tin, the co-founder of Clue, a menstrual health app with 11M monthly active users, “Femtech” was introduced in 2016 as a phrase encompassing all the technological innovations specifically focused on addressing and supporting women’s health. Since Tin introduced her idiom to the world, the industry has boomed—so much so that femtech’s rapidly evolving global market value is expected to be worth $60B by 2027.

As the industry continues to grow, a new wave of brands—Gen Z founded, funded, and supported —are starting to take up space, developing solutions for varied areas, such as fertility, maternal health, menopause, menstrual health, pelvic and sexual health, and contraception. Ahead we look at a selection of brands that are removing stigmas and helping to empower women on their health journeys.


Gen Z co-founders Aagya Mathur, Alexis Wong, and Aya Suzuki identified a need for better health-related information and tools for young women to understand how their hormones impact their feelings. And so, the personal health app Aavia was born, helping members recognize how their ovarian hormones alter their day-to-day lives, from quality of sleep to energy levels, mental health, mood, sex drive, skin, and more. Aavia‘s flagship product is a patented smart pill case that can sense when users take birth control pills and remind them through a mobile app if they forget. In addition, the app and its accompanying website allow users to track changes they notice throughout their cycle, get personalized recommendations, learn from peers and medical experts, and engage with a community dealing with similar problems.

- Christina, 29, VA (Cassandra Collective)


Back in February, Wingwomen, the fertility company that started as a peer support platform, launched its new website hosting a menu of virtual reproductive health literacy programs combining group education with 1:1 health coaching and interactive exercises to support positive health outcomes for Gen Z and Millennial women. Women enduring fertility issues often find themselves alone. However, the new programs feature a curriculum for preconception and postnatal health for women, including those with polycystic ovary syndrome (PCOS), endometriosis, Hashimoto’s, diabetes, preeclampsia, advanced maternal age, sickle cell disease, as well as perimenopause, helping to provide understanding and knowledge on how to manage their reproductive health.


Like many other femtech topics, menopause is still not discussed as openly and honestly as it should be, and too many people are still operating under outdated and misleading information about it. While it may not be a Gen Z issue right now, one day, it will be. Enter Elektra Health, a women’s health technology company on a mission to smash the menopause taboo by empowering the 50M women navigating menopause with evidence-based education, care, and community. Elektra's digital health platform helps women navigate the transition by offering virtual support from a dedicated proprietary “Meno-morphosis” program that features evidence-based guidance on symptoms, a moderated community of support, and access to a 1:1 dedicated menopause expert.