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Why are femtech companies embracing the wellness industry?

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Femtech wellness industry women healthcare

As the wellness industry is booming, femtech companies appear to be adopting many of its strategies, we ask why this is happening and what are the benefits

The global wellness market increased from $148.5 billion in 2017 to £275 billion in 2020 with a 22 per cent annual growth. Since then, a growing interest in nootropics, adaptogens and CBD have increased sales during the lockdown as consumers address growing mental health concerns.

While femtech industry share is also increasing, several companies are embracing a holistic and wellness approach to marketing their products or developing their range.

But why?
There are multiple benefits to introducing a wellness-inspired product or marketing. We examine some of the benefits and examples of brands that do it well.

1- Introducing the human element to healthcare

Accessing healthcare can be a lonely and confusing time especially when it comes to longer processes such as IVF or menopause treatments. Hormone tracking app, Hormona reported that 60 per cent of women felt alone in their hormonal journey including accessing care.
A lot of platforms and apps within the femtech sector have been developed with the aim of providing support and connecting women to experts or communities to address this loneliness. Sites offering women’s healthcare can often be mistaken for wellness websites with their colourful marketing and easy to understand language. The aim is to disrupt the traditional forms of healthcare by making women not only feel included in their healthcare options but empowered to take control of them.
The best femtech options are the ones that introduce the human element and offer connections that share personal experiences.

Femtech fertility start-up Aura is a great example of this. The London-based company was founded in 2020 after two of the female founders, Abi Hannah and Karen Hanson experienced the trauma of miscarriages and failed IVF cycles. The women were inspired to develop Aura, a B2C app that recognises that fertility treatment is more than just a clinical procedure. It offers an evidence-based tech companion for every stage of the IVF journey. The app, launched in October 2020, experienced more than 6k downloads in just the first six months.

Femtech wellness industry women healthcare

2 – Understanding healthcare

When it comes to reading results or health-based instructions, it can be a nightmare to understand exactly what you are seeing. This is also true of helping clinicians to understand data around women’s health conditions.
Fertility, period or menopause trackers can help by charting the daily experiences of women to create a pattern that can identify anything that might be wrong. Apps and platforms need women to be able to use the interface and input data as cleanly and effectively as possible. It means simplifying language, adding fun or engaging twists to keep users returning to the platform daily.
Results need to be easy for the average user to understand without the need for medical intervention. Women must be able to take control of their own healthcare in a way that they feel comfortable with. In recognising the data and identifying patterns, women are able to involve their clinicians earlier for extra support or faster diagnosis. Earlier diagnosis in many conditions may mean reduced symptoms, longer life expectancy and reduced costs both for the healthcare systems and also the patient.

3 – Inclusivity

Femtech companies are leading the charge in inclusive language, apps, marketing and healthcare.

There has been a huge gap in the market for products that acknowledge the fluidity of gender and the limits that ‘his or her’ tech devices can have. Companies particularly in the femtech, period care or sextech industries have already introduced gender-neutral language, non-gendered toys or even marketing that is non-gender biased.

Studies show that women make up only a quarter of tech developers in the market which may explain why female tech developers are embracing inclusivity in their companies. A glass ceiling needs to be properly smashed for everyone not just one sector.

By embracing other minority groups within the products, femtech designers are addressing needs that are generally not catered for with mainstream concepts. One example of this is FEWE’s marketing campaign around transmen who experience periods and need menstrual care products. Their slogan instantly sets the tone: ‘female-founded cycle care for every phase, for everybody.’

4 – Alternative options for healthcare

The wellness industry is aimed at finding alternative options for healthcare. The CBD industry increased dramatically during Covid lockdowns as patients searched for natural alternatives to anti-depressants or anti-anxiety medications. Wellness trends such as nootropics have also increased as people search for alternative ways to tailor their healthcare to their own needs.
Traditional paths of accessing medicine will always be visiting the doctor, getting a diagnosis, receiving a prescription and accessing medication through a pharmacy. However, femtech offers alternatives to these steps such as home testing kits, prescription deliveries, alternative or natural options for medications even wellness practices such as incorporating yoga into period care.
The sector recognises that wellness and physical health are connected. There cannot be an improvement in one without the other and it provides a platform for women to access education.
Femtech wellness industry women healthcare

5 – No topic off limits

When it comes to women’s healthcare, there appears to be no topic off the table with femtech companies. Which is a good thing too given the gender pain and data gaps that exist when it comes to even common health concerns such as strokes or heart attacks.
When it comes to the more difficult topics in health, femtech does not shy away from providing alternative care. This can include abortion pre and aftercare, period blood analysing and even vaginal PH testing. They focus on making care, education and community more accessible, safe and affordable for women whereas this hasn’t always been the case.
The wellness industry also caters to difficult subjects with companies offering alternative period care or pain therapies. There is also a strong emphasis on difficult mental health subjects such as depression or anxiety. Both industries are focused on providing a service that looks at one area of healthcare in full such as fertility. This means potentially tackling subjects that aren’t always easy to talk about.
Hey Jane is a great example of wellness meets femtech company that doesn’t shy away from controversial subjects. Hey Jane was founded by Gaby Izarra and Kiki Freedman. It gives women the option to access safe, affordable and easy delivery of abortion pills. The platform offers a telemedicine text chat service where women can speak with experts about their choices before delivering the pills. It also connects women to 24-hour support if they need to speak to someone.

Menopause

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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