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Femovate announces 30 new femtech start-ups for its 2024 UX design sponsorship programme
Experts in UX design and product strategy from Guidea will work with the 2024 Femovate companies to help them grow and develop

Guidea, an award-winning, women-led UX design agency, has announced 30 new early-stage femtech companies for its 2024 UX design sponsorship programme, Femovate, selected from 130 applications across six continents.
Launched by Guidea in 2022, the Femovate programme has invested more than US$1m in femtech innovation through its UX design sponsorship programme, and elevates promising femtech start-ups by giving them the same kind of services that Guidea provides to the top Fortune 100 companies.
The global femtech market was valued at US$51bn in 2021 and is forecast to reach US$1tn by 2027, according to FemTech Landscape Report. Research from the World Economic Forum found that women-focused research could yield an economic return of over 40 times its investment.
Despite this rapid growth and massive opportunity for investment in the industry, research from McKinsey & Company revealed that due to bias surrounding the needs of women, femtech companies only receive three per cent of all digital health innovation funding.
Experts in UX design and product strategy from Guidea will work closely with the 2024 Femovate companies to help them improve and accelerate the efficiency, usability and accessibility of their products.
The complimentary services provided by Guidea will help burnish the credibility of the 2024 Femovate companies, putting them in a far stronger position to acquire new funding and media opportunities.
UX design support may include researching and testing digital designs, identifying areas for differentiation in the market, collaborating with industrial designers and engineering teams to create user-centric products that exceed expectations, and delving deeply into the patient, provider and customer journey.
“Femtech is the industry that will change the world,” said Guidea co-founder and CEO, Theresa Neil.
“We see incredible promise with the start-ups we’re sponsoring while understanding the challenges they face bringing innovation to generally taboo health topics. Femovate can provide a small but powerful boost for these companies to jump to the forefront of femtech and bring solutions to millions of women globally.”
The 30 companies selected for the 2024 Femovate programme include:
Breast health
- Deeplook Medical: Revolutionising radiology for cancer screening, diagnosis, and treatment, with their FDA-approved, patent-protected software. The shape recognition software accurately measures, segments, and displays the density of soft tumor masses in Mammograms, Ultrasounds, CT scans, and MRI images — with just one click.
- iSono Health: Transforms breast cancer screening by combining automated ultrasound and artificial intelligence (AI) to empower women and physicians with accessible and personalised breast health monitoring.
- KnowBra: Uses AI and computer vision for post-mastectomy bra fitting. The platform automates insurance claims and offers zero-touch fittings. KnowBra’s solution reduces discomfort, boosts confidence, and guarantees a proper fit.
Cardiovascular
- Armor Medical: A biomedical device company that dares to innovate better health for all. The company’s groundbreaking wearable device, Maternal aRMOR, is revolutionising early obstetric haemorrhage detection, offering objective, real-time monitoring to enhance patient outcomes and reduce healthcare costs.
Chronic conditions
- Afynia Labs: Developer of an at-home screening test that will shorten the path to diagnosis and treatment for endometriosis.
Fertility
- PherDal Fertility Science: Stands at the forefront of innovative reproductive healthcare, dedicated to transforming fertility assistance with groundbreaking and accessible solutions. The company’s flagship product, the PherDal Kit, is a patented, sterile, FDA-cleared over-the-counter option, meticulously designed to empower individuals on their path to parenthood.
- Plan Your Baby:A global fertility and pregnancy telehealth clinic providing end-to-end clinical, digital, affordable, effective, personalised and fast solutions for fertility and pregnancy-related problems.
Hormone health
- Iameno: An end-to-end hormonal health management platform leveraging AI, data and sciences to provide daily step-by-step personalised guidance and action plans to women going through hormonal changes impacting their physical, emotional and cognitive health. Our mission is to create a new generation of women who are smarter about their health.
- Impli: Developer of subdermal implants that monitor fertility hormone levels frequently and in real-time so that clinicians can make better decisions during the IVF treatment. Clinicians need more data points to deliver precision care to move the dial on success rates and increase women’s safety.
- Proov: A proactive fertility testing platform that helps couples identify the leading causes of infertility at home. Proov is the only FDA-cleared test to confirm ovulation at home. It combines simple urine-based diagnostics with an easy-to-use app to give women a clear view of their menstrual cycles and fertility status.
Maternal health
- BB Imaging: A telesonography® provider that connects healthcare facilities and their patients with remote, expert sonographers. By combining a facility’s existing resources with FDA-cleared and HIPAA-compliant technology, TeleScan can bring high-quality prenatal ultrasound care to all patients.
- Ciconia: The first AI-based medical device that allows clinicians to base critical labor decisions on accurate and user-independent measurements, providing a safe and gentle process for both mum and baby.
- EXO: A company battling disparities in women’s health research and treatment while enhancing the standard of care for maternal health.
- Health Evolve: Brings care delivery closer to home and is the creator of LAUREN, a digital health platform to help pregnant and postpartum women manage their health while receiving support from a personalised care village outside of the walls of the clinic.
- Partum: A hybrid clinic delivering the best of online and offline care to women and families through the fertility, pregnancy, and postpartum journey.
- riskLD: A clinician-facing perinatal patient safety software platform developed to elevate situational awareness of inpatient obstetric units and improve outcomes for pregnant patients and their newborns.
- Villie: A platform that connects expecting parents with support from loved ones through cash, gifts, and services while also helping brands target mums by placing products in front of their villagers to drive revenue.
Menstruation
- Joni: A menstrual care brand that’s making organic and sustainable products mainstream to make period care accessible for everyone.
Oncology
- Cacta: Creator of MyLymphCare, a research-based home-monitoring solution for early detection of lymphedema, one of the major side effects of breast cancer treatment. The company empowers women to monitor at home to catch symptoms before they are visible, enabling early treatment that results in a dramatically lower risk of chronic lymphedema.
- Prosoma: A global medical company delivering digital healthcare solutions for oncology, with a product portfolio that supports the patient’s mental and behavioral health.
- Thyia:A digital health platform providing women with access to at-home cervical cancer screening tests making cervical cancer a thing of the past.
Pelvic floor health
- HyIvy: Provides data-driven medical devices that facilitate pelvic floor rehabilitation.
Safety and privacy
- Epowar: A wearable technology to make women safer. The company recently launched the first safety app that detects if the user is physically attacked, alerting their chosen contacts, sharing live location data and storing valuable evidence in the cloud.
Uterine health
- Nesa Medtech: A leading deep-tech medtech startup specialising in developing patented, scarless image-guided surgical solutions in women’s health using advanced technology.
Women’s wellness
- Bloomful: A diagnostic solution delivering streamlined, accessible gynaecological care to underserved women globally.
- Celeste: Celeste’s ExactRx is a medication diagnostic tool that transforms traditionally diagnostic lab panels into actionable medication safety and efficacy insights. Using AI-powered precision medicine, it enables healthcare providers and payers to pre-emptively assess how a patient will respond to medications and subsequently create personalised adherence plans.
- Girls First Finance: Girls First Finance (GFF) promotes equitable access to education and financial services for vulnerable young women starting in Africa who are otherwise at risk of exploitation to cover their education expenses. Through its mobile super app platform, GFF provides access to student loans along with tools focused on safeguarding, financial literacy, career development and community support across over a dozen features.
- Health in Her Hue: A digital health platform dedicated to connecting Black women and women of colour to culturally sensitive healthcare providers, evidence-based, culturally-tailored health content, and community support.
- Incora: Empowers women to meet their fertility and wellness goals by providing actionable health insights using the Incora smart earrings.
- NAWAT Health: A digital platform that provides Arab women access to sexual and reproductive health educational programs and judgment-free and pleasure-positive online care with diverse, trusted, and trained sexual and reproductive health experts.
Ida Tin, founder of the period tracking app Clue, who coined the term femtech in 2016, said: “The world is finally waking up to the staggering data that shows both the investment gap into women-led companies, women-centric innovation, and the huge untapped potential of both — and some are taking real tangible action.
“I’m impressed with the caliber of the femtech companies I’ve been part of selecting for the 2024 Femovate cohort and the practical support they receive from Femovate.”

Cancer
The most measured cancer in women’s health still decides half its cases without the measurement

Breast cancer has more molecularly targeted options than any other tumour in women’s health. The evidence now shows that the limiting factor is no longer the drug, and no longer the science. It is the test – and the decision it is supposed to inform.
By Wolfgang Hackl, MD, OncoGenomX
A paradox worth sitting with
Hormone-receptor-positive, HER2-negative breast cancer is roughly 70 percent of female breast cancer, according to the National Cancer Institute’s SEER programme, and it has more approved biomarker-directed treatment options than any other subtype.
Yet in a 12,377-patient real-world cohort followed to March 2025 and reported at the San Antonio Breast Cancer Symposium, 51 per cent of women with ER-positive, HER2-negative metastatic disease had never once been tested for an ESR1 mutation – the marker that both ASCO and ESMO say to look for at progression.
That is not a science gap. It is an infrastructure gap, and it lands on women.
Breast cancer was the first solid tumour to be managed molecularly, and HER2, germline BRCA, PIK3CA, AKT1, PTEN, ESR1 and HER2-low expression have each since been added as a gate to a specific class of drug.
By any reasonable measure this is the best-equipped disease in women’s health. The delivery data tell a different story.
In an 8,049-patient analysis presented at ASCO, only 37 per cent of women received any next-generation sequencing between 2017 and 2021, and 92 to 93 per cent of that sequencing happened only after first-line therapy had already been chosen.
Community practice has improved – testing before second line rose from 9 per cent in 2018 to 69 per cent in 2024 – but in data through January 2025, nearly one-third of women still entered a second line untested, and the share of PIK3CA-mutant patients actually receiving a matched targeted therapy fell from 32 to 27 per cent in second line over the same period.
Testing is scaling. Converting a test into the right prescription is not.
Four ways the current test fails the woman in front of it
The first failure is timing.
A result arriving after the most valuable line of therapy has been committed cannot influence it – and on the ASCO figures above, that is the majority pattern, not an edge case.
The second is the specimen, and it is a structural double bind rather than a laboratory shortcoming.
SEER analysis shows bone is involved in 72.1 per cent of hormone-receptor-positive, HER2-negative disease at first metastatic presentation.
Bone is also the site where molecular testing fails hardest: in a PLOS ONE series of image-guided biopsies, 53.3 per cent of bone and 43.2 per cent of breast specimens were inadequate for sequencing; a 614-case series in the American Journal of Clinical Pathology traced 91 per cent of failures to insufficient DNA input; and routine strong-acid decalcification is known to degrade nucleic acids severely.
Blood does not rescue this. In a matched comparison of 5,780 tissue and 1,670 liquid profiles, PTEN loss appeared in 4.1 per cent of tissue but 0.2 per cent of plasma. Both routes fail in overlapping populations of the same women.
The third is reproducibility, and it now sits directly on top of drug access. HER2-low and HER2-ultralow categories decide eligibility for an effective antibody-drug conjugate, and they sit exactly where pathologists agree least.
In a 2026 Korean Society of Pathologists consensus study, seven pathologists reading 15 whole-slide sets reached unanimity in 5 of 15 cases; a nine-site local-versus-central rescoring exercise produced HER2-ultralow concordance of 43.3 per cent.
The same holds at the oestrogen receptor 1 to 10 per cent boundary. Add that the French ESME national cohort found hormone receptor or HER2 status changing between primary tumour and metastasis in 27.0 per cent of cases, and a quarter of women carry an unresolved biological conflict that is arbitrated case by case, invisibly, without an audit trail.
The fourth is conceptual, and it is the deepest.
Presence of a mutation is used as a proxy for activity of the pathway it sits in. In the pooled SAFIR02-BREAST analysis published in Nature Medicine, matched therapy on high-tier actionable targets produced an adjusted hazard ratio of 0.41, while matching beyond those tiers gave 1.15 – no benefit at all.
Precision is not binary. The quality of the match is itself the variable, and today’s report does not measure it.
The blind spot this readership should care about most
Invasive lobular carcinoma is 10 to 15 per cent of breast cancer and molecularly distinct: The Cancer Genome Atlas found CDH1 mutation in 63 per cent of lobular versus 2 per cent of ductal tumours, and a 2025 JAMA Network Open analysis showed PIK3CA and NF1 enrichment persisting in metastatic disease.
It is also under-measured, because lobular-enriched alterations are exactly the ones plasma detects worst, and under-studied: of 93 phase III and IV trial manuscripts reviewed in npj Breast Cancer, only 14.0 per cent documented lobular inclusion at all.
The outcome gap is measurable – in the 13,111-patient ESME database, lobular histology carried an overall survival hazard ratio of 1.17 in hormone-receptor-positive, HER2-negative disease.
A subtype that behaves differently, is measured worse, is studied less and does worse on the same treatment is not a rounding error. It is an unmet design requirement.
What the next generation of tests has to do
The failure chain above is specific enough to read as a specification. None of it requires a scientific breakthrough; all of it requires a different architecture.
- Read mechanism, not only lesion – report whether the relevant biology is actually running, not only whether a licensed alteration is present. That distinction separated a hazard ratio of 0.41 from one of 1.15 in the same trial programme.
- Treat pre-analytics as a design constraint, not a caveat. A test that needs ideal input will not reach the women who most need it. It has to work from archival material that already exists in every pathology department, and declare its limits rather than fail silently.
- Condition interpretation on histology instead of averaging across it. Lobular and ductal disease must be allowed to yield different recommendations from the same molecular pattern.
- Resolve the ambiguous zones by declared rule, not private judgement. Rules of precedence stated in advance, applied identically to identical inputs, versioned and auditable – that is what converts an interpretation into an accountable act.
- Settle the endpoint with regulators first. A progression-free survival hazard ratio of 0.45 on a molecular trigger recently drew a 6-to-3 vote against clinically meaningful benefit from the US Food and Drug Administration’s advisory committee, while European regulators adopted a positive opinion on the same data.
Why this is a women’s health equity question
Three arguments make this more than a laboratory debate. The first is geography.
In a survey of 118 Italian institutions, 88.1 per cent could obtain PIK3CA analysis but only 57.6 per cent on site, and 46.6 per cent held no molecular accreditation; an NHS genomic hub audit found identical assays succeeding at rates between 68 and 81 per cent across referring centres.
Where a woman is treated determines what is knowable about her tumour, which makes a test built to run on ordinary archival material an equity instrument before it is a technical one.
The second is money, and payers are widely misread here.
Testing is not the cost driver: in the only comparable payer modelling available, from Ontario and in a different tumour type, it represented 1.0 to 2.4 per cent of total two-year cost, while the Journal of Managed Care and Specialty Pharmacy put first-line CDK4/6 inhibition plus endocrine therapy at 62,229 US dollars per patient per year in a Medicare population.
A BMJ Medicine analysis found additional Medicare spending on accelerated-approval cancer indications between 2012 and 2022 of 20.1 billion US dollars, 59.2 per cent of it going to indications with no demonstrated overall survival benefit – and breast cancer was the largest single contributor at 7.4 billion.
Meanwhile US coverage policy still requires that tissue profiling be infeasible before plasma profiling is reimbursed: payers fund the expensive half of precision oncology while restricting the cheap half.
The third is the patient, and it should settle the matter.
In a 2,662-patient real-world series in Breast Cancer Research and Treatment, progression-free survival fell from 16.3 months in first line to 9.1 in second and 6.2 in third; only 54.8 per cent of women reached a second line, 28.5 per cent a third and 7.0 per cent a fifth, and the median patient received two lines in total. A mis-selected first or second line therefore does not cost one interval.
It consumes a large share of everything that woman will ever receive.
For developers the same logic runs in reverse: industry analysis of clinical development success rates associates patient preselection with a likelihood of approval from phase I of 15.9 per cent, against 7.6 per cent without it.
The biology is largely known. The drugs are largely approved.
The money is already being spent – and a meta-analysis of 193 studies and 283,110 patients finds that 13.9 per cent of women treated for early breast cancer still recur at a distant site, 23.3 per cent of those beyond ten years.
What is not yet built is the layer that decides.
For an industry that has learned to ask who benefits from innovation and who is left out of it, that layer is where the next decade of value in women’s cancer care will be created – or quietly forfeited.
AUTHOR BIOGRAPHY
Wolfgang Hackl, MD, is an oncologist and the founder, Chief Executive Officer and Chief Medical Officer of OncoGenomX, a molecular diagnostics company in Allschwil, Switzerland, working on treatment-selection support in hormone-dependent breast cancer.
He has led cancer research, development and translational medicine programs for over two decades, and currently runs multi-site clinical validation studies with US Department of Veterans Affairs medical centers.
Hormonal health
Major UK study could be a ‘game-changer’ for heavy periods and endometriosis

A UK study will build a menstrual fluid biobank to help women get faster, better treatment for heavy periods.
Thousands of participants will provide menstrual fluid samples over three cycles using specially designed period pads. They will also use a daily tracking app and complete detailed questionnaires.
Researchers from the Universities of Exeter and Bristol will work with participants from two UK birth cohort studies, Children of the 90s and Born in Bradford.
Professor Gemma Sharp, of the University of Exeter, said that the study is set to be a ‘real game-changer’ for menstrual health research.
Sharp said: “We know that menstrual health is a key indicator of overall health, but a lack of high-quality data means it remains poorly understood and under-supported in healthcare.
“We also know that heavy periods can affect many aspects of daily life – for example, our recent research revealed an association between heavy periods, school attendance and lower GCSE attainment – so we urgently need new ways to support the millions of women affected by heavy periods more promptly and effectively.”
The CycleTrack study aims to create the world’s largest menstrual fluid biobank for people in their mid-30s.
By combining these samples with long-term health and genetic data, researchers hope to identify biological signals linked to differences in periods and related conditions.
Researchers hope the findings could support earlier diagnosis, better care plans and tools to identify risks including iron deficiency.
The study is part of The Missed Vital Sign, a programme led by Wellcome Leap that contributes to a broader global effort to reduce the time it takes a woman to receive effective treatment for heavy menstrual bleeding from five years to five months.
Up to 50 per cent of women worldwide experience heavy periods, which can significantly affect physical, emotional and social wellbeing.
Researchers say the work could also improve understanding of menstrual health more broadly and help inform future school and workplace guidance.
Fertility
One week left to apply: W Accelerate with Merck KGaA and M Ventures

Applications close 2 September at 12pm BST for W Accelerate with Merck KGaA and M Ventures, a fast-track programme offering startups, scaleups and spinouts in reproductive and maternal health direct access to decision-makers at one of the world’s leading reproductive health companies.
With a single application, innovators connect with Merck KGaA’s partnership team and investment professionals from M Ventures, Merck’s corporate venture arm.
Selected companies will be notified on 11 September and invited to pitch at W Accelerate in London, at One Hundred Shoreditch, on 5 October.
During the event, they will receive a private 30-minute session with Merck and M Ventures leadership, small-group guidance from regulation and investment specialists, an “Ask Merck Anything” roundtable, and access to a VIP networking reception.
Applications are open to companies working on breakthrough solutions across reproductive and maternal health, including fertility, endometriosis, adenomyosis, ovarian health, preeclampsia and pregnancy comorbidities.
Applicants can choose one of three lanes, depending on whether they’re seeking strategic collaboration, investment, or both: Partnership Lane, Investment Lane, or Dual Lane. Direct-to-consumer and over-the-counter products are outside the programme’s scope.
Thang Vo-Ta, CEO & co-founder of Calla Lily Clinical Care and participant of a previous edition of W Accelerate with Merck Healthcare and M Ventures, said: “The opportunity to pitch directly to senior leadership at Merck and M Ventures sparked conversations that became the foundation of relationships leading to our eventual strategic collaboration with Merck. I’ve yet to see another event run with this level of excellence.”
For more information, visit W Group’s website: wplatform.co
Applications close 2nd September 2026, 12pm BST
W Accelerate event: 5th October 2026 at One Hundred Shoreditch, London (travel and accommodation not provided)
Apply here
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