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The rise in sexual health apps

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A rising trend in the wellness sphere is sexual health apps, and there are a variety of technologies aimed specifically at women. Femtech World reports on the latest advances putting pleasure back into women’s hands…

Femtech has made great strides in addressing many female health inequalities, putting women in the driving seat when it comes to matters surrounding menstruation, menopause or fertility.

And now, the focus has shifted onto something a little more wide-ranging: namely, sexual health apps.

As many as 43 per cent of women report suffering from some form of sexual dysfunction in their lifetime.

This manifests itself in such issues as low libido, low confidence, inability to reach orgasm or distressing sexual thoughts, which may in turn have a serious impact on relationships.

Traditional therapy can be expensive and, for some people, talking about such intimate matters with a stranger can be uncomfortable and daunting.

Enter the sexual health app: cost-effective, anonymous and easy to access, it has the potential to revolutionise women’s sexual health.

Blueheart

Blueheart was the brainchild of Sachin Raoul who, following a break-up, found himself in need of sexual therapy he could ill afford financially.

So he, in partnership with world-renowned therapist Dr Katherine Hertlein, set about creating an app that would offer tailored, professional advice in cases of sexual dysfunction.

The app features audio and written sessions, taken from materials designed by Dr Hertlein, focusing around thought, encompassing issues such as sexual fears and anxieties, body, which is centred around building a positive relationships with the body, and connection, which deals with how to communicate.

The app is free, after the team behind it noticed a rise in demand for sexual support over lockdown, and one of the first programmes it offered was designed for women experiencing low libido.

Sachin told Marie Claire magazine: “Today, much of the advice around sex is not necessarily the right advice. Often, support available online is overly focused on ‘wellness’, when a huge range of sexual issues can only be addressed via scientifically-backed support and therapy.

“This is where Blueheart comes in. We’re democratising access to confidential support designed by the world’s leading experts to help people regain control of their sex lives.”

Lover

Another science-backed sexual health app is Lover, created by clinical psychologist and behavioural medicine expert Dr Britney Blair and her team.

Like Blueheart, it is described as a science-based app for addressing sexual concerns, increasing pleasure and improving skills in the bedroom through a series of practical exercises, such as orgasm exercises, mindfulness and games, delivered via a mix of audio and video content.

Dr Blair said: “Therapy can change people’s lives. Sexual health is very important and I see relationships changed and lives changed through the work I do [face to face]. Now we have tech as a digital intervention.

“The grand plan is we help people to optimise their sexual life and make sure sex stays alive. Sexual disconnection is a reason couples get divorced.”

Lover has become the first sex therapy app to join the FDA’s Safer Technologies Program, allowing doctors to prescribe it as a safe, side-effect-free treatment for sexual dysfunction.

Ferly

Ferly bills itself as a sexual mindfulness app, and aims to ‘smash the taboo, the stigma and the shame around women’s health and female pleasure’.

However, in the early days, founders Billie Quinlan and Anna Hushlak found that male investors were reluctant to help them get the idea off the ground, claiming that women were a “niche market” and even recommending that the pair focus on porn to get ahead.

Despite the early stumbling blocks, Ferly was launched in 2019 to offer audio erotic stories, guided practices and personalised programmes, all of which help women explore pleasure in a mindful way and overcome any sexual issues.

The app takes users through a variety of different programmes, which address issues such as lack of body confidence, low libido and difficulty or inability to orgasm.

Billie said: “We use a mindful cognitive behavioural therapy approach. Many sexual issues are because there’s a physiological barrier. You can’t take a pharmaceutical approach… you have to take a holistic approach.”

And despite those investors’ early misgivings, it has since raised more than £1.5m in funding and attracted users from more than 50 countries.

Apps like the above prove, the industry has so much more potential – and women are more than ready to tap into it.

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Government and NHS urged to work with pharmacies on menopause support

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The government and NHS England should work with pharmacies to show how the sector can help women experiencing menopause symptoms, according to a joint statement released by several pharmacy bodies.

A consensus statement endorsed by the Royal College of Pharmacy warned there remains significant unmet need for clear, evidence-based guidance and advice on the condition.

The statement, ‘Menopause, unmissed’, published on 24 April 2026, was endorsed by bodies including the Royal College of Pharmacy, the Company Chemists’ Association and the National Pharmacy Association.

Amandeep Doll, director for England at the Royal College of Pharmacy, said: “Pharmacy teams are highly accessible and already support people experiencing menopause with advice, self-care and signposting to other services.

“We endorsed this statement because improving access to clear information and joined-up care is essential, particularly for those facing inequalities.”

According to the NHS, around 75 per cent of women experience some symptoms during perimenopause and menopause, while 25 per cent report that their symptoms are severe.

In the joint statement, the pharmacy bodies welcomed increased awareness of menopause in recent years but warned this had also led to a sea of misinformation and that there remains significant unmet need, particularly for clear, evidence-based and accessible information and guidance.

The document set out eight recommendations to improve menopause care, including a public awareness campaign on menopause symptoms and opportunities for self-care, alongside guidance on how pharmacies can support women with menopause.

It also recommended that integrated care boards and women’s health hubs should report progress on implementing the upcoming equity framework in menopause care.

In its renewed women’s health strategy for England, published on 15 April 2026, the Department of Health and Social Care set out plans to publish an equity good practice guide to help integrated care boards better understand and reduce inequalities in heavy periods and menopause.

The joint statement asked that the Department of Health and Social Care and NHS England work with champions in minority communities to ensure menopause materials reflect a diverse range of experiences.

It added that women living in areas of high deprivation and those from Black, Asian and minority ethnic communities can experience menopause differently and are more likely to face health inequalities in their care.

Doll said: “With the right support, training and commissioning, community pharmacy can play a greater role in delivering timely, convenient menopause care closer to home, working as part of neighbourhood health teams and in partnership with women’s health hubs.”

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Why the UK’s fertility rate keeps falling – and what it means if you’re trying now

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Article produced in association with Spital Clinic

The UK’s fertility rate has fallen for a third consecutive year to the lowest level ever recorded. That headline gets written every year, and it is easy to read it as a purely demographic story.

For anyone currently trying for a baby, the figure is something more practical: the conditions that produced the statistic are the same conditions shaping your own chances.

The decline has a clear pattern, and it is mostly not about couples being unable to conceive.

The change sits in when people start trying, and in what happens to fertility during the years by which most are now ready to have children.

What the numbers actually show

Figures from the ONS put the total fertility rate in England and Wales at 1.41 children per woman in 2024, down from 1.42 in 2023. The rate has been in overall decline since 2010 and has now recorded its lowest value three years running.

The figure sounds abstract until you compare it with the replacement level of 2.1 – the rate required for a population to sustain itself without net migration.

The UK has been below that line since the early 1970s, but the gap is now wider than at any point on record.

The data also shows where the decline is happening. Age-specific fertility rates for women in their twenties are the lowest of any generation since 1920. Rates for women in their thirties are holding up, and in some parts of the country rising.

Mothers are having babies later, not necessarily in smaller numbers. The average age of a first-time mother in England and Wales is now 31.0, up from 30.9 the year before. Regional variation matters too: London sits at 1.35, the West Midlands at 1.59.

Why the rate is falling

None of this is new. Every decade since the 1970s has seen the same trend, and it has accelerated in recent years. What has changed is the pace.

The shift is primarily social: delayed partnership formation, high housing costs, expensive childcare, and careers structured around full-time work through the exact years fertility is easiest.

The same pattern shows up across the EU, where the total fertility rate sat at 1.5 in 2022.

These forces compound. People meet later, partner later, feel financially ready later, and start trying later.

For many couples, first attempts happen in the early thirties, by which point fertility has begun its slow and uneven decline. A low national TFR is the population-level consequence of millions of individual timing decisions made under real-world constraints.

What this means for individuals trying now

Around one in seven couples in the UK will struggle to conceive naturally.

That figure has been stable for decades; the population of people seeking help, however, has grown – not because fertility itself has worsened, but because more people are trying during the window where it becomes harder.

UK fertility treatment data from the HFEA shows around 52,400 patients had over 77,500 IVF cycles in 2023, making 1 in every 32 UK births IVF-conceived.

The average age of a first-time IVF patient in the UK is now just over 35 – nearly six years older than the average first-time mother in the population overall.

NHS-funded IVF cycles have fallen from 40 per cent of the total in 2012 to 27 per cent in 2022, and to 24 per cent in England in 2023. The private sector has absorbed the rest.

When to get checked – and what it involves

Current NHS advice is to see a GP after a year of regular unprotected sex without a pregnancy, or sooner if you are 36 or older.

That threshold reflects the fact that every additional six months of trying is more clinically informative in the years when fertility is starting to shift.

The first set of investigations is usually straightforward.

For women, this typically covers hormone testing (AMH, FSH, LH, TSH and prolactin), rubella immunity, chlamydia screening, a mid-luteal progesterone and a transvaginal ultrasound.

For men, a semen analysis is the first step.

A private trying-to-conceive screening covers the same ground without the NHS waiting list, with the advantage that results can be reviewed in a single consultation.

The purpose of early screening is not to diagnose infertility – most couples conceive naturally within a year or two – but to identify specific, treatable issues before more time passes.

The fertility window is narrower than most people think

The uncomfortable truth behind the falling TFR is that the biological fertility window has not changed. The subtle decline begins around age 32, and accelerates from the late thirties.

The chance of natural conception in any given month is substantially lower at 40 than at 30, and falls sharply through the early forties.

IVF success rates track the same curve.

For patients aged 18 to 34, the average birth rate per embryo transferred was around 35 per cent in 2022; for those aged 40 to 42, around 10 per cent using their own eggs.

This is why the growth areas in UK fertility care are now pre-conception screening and elective egg freezing – HFEA data shows egg storage cycles rose from 4,700 in 2022 to 6,900 in 2023, one of the fastest-growing treatments in the sector.

A focused fertility consultation earlier in the timeline – in the late twenties or very early thirties, before there is a known problem – tends to produce better decisions than a consultation triggered by a year of trying without success.

The wider picture

The UK’s falling fertility rate is the product of a society that has reorganised when people have children, not one in which couples have become less capable of conceiving.

There is no need for alarm in that finding. The practical takeaway is that the old default of ‘wait and see’ assumes a timeline no longer matching the one most people now live.

For anyone currently trying, or planning to try soon, the single most useful move is to understand your own numbers earlier than previous generations did.

The national trend is not going to reverse quickly.

A clear picture of your own fertility window – and the information to use it well – is within reach in a way the headline statistics are not.

If you are trying to conceive or thinking about starting, a structured pre-conception review is a reasonable first step.

Disclaimer: This article is produced for informational purposes only and does not constitute medical advice, diagnosis or treatment. Clinical guidance referenced reflects published NHS, ONS and HFEA data as at April 2026. Individual circumstances vary; readers are advised to consult a qualified healthcare professional before acting on any information in this article. This piece was produced in association with Spital Clinic, which provided background clinical information for editorial purposes. Hyperlinks to external sources are included for reference only and do not represent an endorsement of any product, service or organisation.

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Women’s digital health market set to reach US$5.28 billion in 2026 – report

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The women’s digital health market is set to reach US$5.28bn in 2026, up from US$4.36bn in 2025, according to a new report.

That would represent annual growth of 20.9 per cent, driven by factors including greater smartphone use among women, wider uptake of telehealth and a stronger focus on preventive care.

The report said the market could reach US$11.47bn by 2030, with projected annual growth of 21.4 per cent over the forecast period.

It also pointed to rising awareness of gender-specific health needs, expansion among digital health start-ups, growing demand for personalised healthcare, investment in femtech innovation and the spread of AI-enabled diagnostics.

Wearables linked to health apps and wider use of remote monitoring tools are also expected to play a larger role, as companies focus on more preventive and joined-up care.

Smartphone use was highlighted as a major driver because mobile apps are increasingly being used for women’s health services, from menstrual cycle tracking to pregnancy support.

The report cited Eurostat data showing that in 2023, 89 per cent of EU residents aged 16 to 74 in urban areas accessed the internet via smartphones.

The report also said companies in the sector are developing new technology aimed at improving access to more personalised healthcare.

One example it gave was a 2024 collaboration between Algorand and the Self-Employed Women’s Association to launch a digital health passport for women in India’s informal economy using blockchain technology.

Recent mergers and acquisitions were also noted. In March 2023, Maven Clinic acquired Naytal to expand its services in the UK and Europe.

North America was identified as the largest market in 2025, while Asia-Pacific is expected to be the fastest-growing region.

Companies named as key players included Flo Health Inc, Natural Cycles, Elvie, Bellabeat, Clue by Biowink, MobileODT Ltd., Glow, Veera Health, Biowink GmbH, Ava AG, Hims & Hers Health, Inc., The Women’s Wellness Centre, Elara Health, myGynaeDoc, Maven Clinic, Kindbody, Allara Health, Tia and Hera Med Ltd.

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