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Opinion

“Let the activists keep beating the drum around female health inequalities”

By Nicola Finn, associate director at OggaDoon

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For decades medical research has been based on data from the male body, but we now know that women’s bodies respond in different ways to drugs and disease.

The research and application gap in healthcare is starting to be recognised and thankfully, the landscape is changing. After all women account for 50 per cent of the global population.

We are going to witness a massive explosion in female health solutions over the next five years. Femtech is predicted to grow at around 15 per cent CAGR, with solutions around mental health, ovarian health, menstrual health and menopause health – to name a few.

More female founders who connect and understand the different health challenges women face are starting businesses to help fill the female health gap in different ways. However, this is not for the faint of heart as the female founders must overcome other barriers such as the bias in capital funding, access to business loans and support for childcare to help free up women’s time.

In the UK, there is a widening funding gap between male-founded and female-founded companies. In 2020, just 2.3 per cent of VC funding went to women-led start-ups. This fell to 1.7 per cent in 2021.

There is additional research conducted by Extended Ventures which also spotlighted the huge investment gap facing diverse founders over the past decade, according to race, gender and educational background, with all-ethnic teams and female entrepreneurs receiving just a fraction of available funding versus all-white teams and male founders. The finding of baked-in bias holds true across all funding stages, per the findings.

Lack of diversity across the capital landscape – angel, venture capital (VC) or private equity (PE) – is no secret. At present, it is a male-dominated space globally.

In 2019 women comprise 30 per cent of venture capital personnel – a small increase from 27 per cent in 2017. Whilst this is encouraging and implies more representation, it still lags behind the average of UK working professionals.

All groups of humans have similar biases, naturally gravitating to people and scenarios that they can personally relate to. This extends to bias around investment decisions, intentional or not. But we need more female investors to be in these positions, as they can personally understand the impact of innovations, specifically targeting female health.

After years of male investors ignoring the female health space, it is finally being recognised as a hotbed for investment due to its predicted growth.

Thankfully, more women are coming into the female health investment industry and more funds are also headed by female investors.

This is needed to drive and ensure inclusivity and unbiased access to the industry and will need historic investment for innovation and collaboration.

In order to build towards the brave new world that prioritises individual female needs in healthcare, there needs to be a movement. Not just front-line activists championing and fighting for equality in female health, but also activist angels, VCs and PEs, providing funding support to visionary founders.

Right now, it is a critical time to keep taking those meaningful steps to bridge the gender health gap. With that, here are some of the UK femtech founders bridging the gender health gap:

Forth

Sarah Bolt, founder of Forth has always been part of the movement to highlight and bridge the female gender data and health inequality gap. Forth’s mission is to empower women to become experts on their own body through scientific knowledge and understanding. Historically, women’s bodies were deemed too complicated for clinical trials due to the complexities of their hormone network. This has resulted in women reacting differently to drugs and often misdiagnosed as they do not present with the same symptoms as men.

It was only six years ago that the National Institutes of Health required medical investigators to consider sex as a biological variable. But there is still a long way to go in closing the gender data gap in health.

Forth’s contribution to closing this gap in data is their ground-breaking solution MyFORM™, an advanced female hormone blood test that addresses the lack of clinical insight from current single day hormone blood tests. The single-day tests assume every woman has an average length cycle of 28 days and offer little in the way of personalisation.

MyFORM™ uses a combination of blood analysis, advanced mathematical modelling and endocrinology expertise to scientifically map how a woman’s hormones are fluctuating across their entire menstrual cycle rather than a single day.

With two blood tests taken on day 14 and day 21, the test is able to predict the woman’s own cycle length, creating charts of her four key female hormones across her menstrual cycle, as well as providing personalised ranges for each hormone.

Forth has also developed a unique way to assess a woman’s ovarian health. The Forth Ovarian Response Metric (FORM) takes the results from the blood tests to provide a score on how well a woman’s ovaries are responding to her control hormones. A score above 75 indicates a healthy hormone network. This is particularly useful for women entering perimenopause when their ovaries begin to become less responsive.

The product is designed for women who are experiencing natural menstrual cycles and not using any hormonal treatments such as the pill, Mirena coil or hormone replacement therapy (HRT). It is particularly useful for:

  • Women who want to check for hormone imbalance
  • Women in their 40s who want to understand if the symptoms they are experiencing are due to perimenopause
  • To identify or manage an existing hormone related condition
  • Women who consider starting a family
  • Exercisers, athletes and dancers who want to perform to their personal best throughout their cycle and ensure their hormones have not been compromised by their training load and fuelling strategies
  • Women whose menstrual cycles have recently resumed following recovery from RED-S – relative energy deficiency in sport – discontinuation of hormonal contraception or in the postnatal period.

The highly accurate, personalised results are based on eight hormone measurements, which are translated through AI and delivered on the Forth app. This offers scientific data and actionable insights as hormones are intrinsically linked to a woman’s wellbeing and have an important role to play not only in fertility but in heart health, bone health and the nervous system.

LatchAid

Dr Chen Mao Davies started LatchAid after facing her own struggles with breastfeeding, pain and subsequent depression. She realised that mothers needed maternal support fit for the 21st century in an interactive way.

With the pandemic currently paralysing the predominantly face-to-face support model in place, her app is more necessary now than ever.

LatchAid supports breastfeeding mums and their families through interactive 3D technology, artificial intelligence, virtual peer support groups and live healthcare specialists to combat problems experienced with the latching technique. The app prides itself on being inherently accessible and democratic, empowering women everywhere, regardless of their economic or environmental circumstances.

As well as positive health outcomes for mothers and babies, breastfeeding offers social, economic, and environmental benefits. The UK, however, has the lowest breastfeeding rate in the world. 90 per cent of women give up breastfeeding before they want to because of pain, health issues or lack of support. Unsuccessful breastfeeding also costs society around US$1B per day globally.

LatchAid is an app that utilises 3D interactive technology to help mothers learn breastfeeding skills intuitively from 3D avatars. It offers virtual peer support groups to connect mothers to a close-knit peer-to-peer support network and an AI-powered virtual supporter chatbot to provide users with personalised expertise and companionship 24/7.

Elvie

Elvie is a women’s healthcare company providing products which take women’s tech out of the dark ages. Tania Boler started the business after working on women’s health policy for global NGOs and the United Nations.

She believes that the release of health products targeting a female audience must go alongside the breaking down of societal stigmatisation of women’s health.

One such product is the sleek, innovative breast pump – the smallest and lightest wearable electric one on the market. It is a silent, wire-free, fully electric device that fits subtly into a nursing bra, ensuring new mothers can pump whilst moving around comfortably.

The pump connects to a mobile app which releases a notification when the bottles are filled. The app can also be used to adjust the suction, monitor pumping history, monitor real-time milk levels and pause and start pumping. The product also includes bra adjusters to ensure less pressure on the breast.

Another product by Elvie is the pelvic floor trainer. Now available on the NHS, this product connects to the Elvie app and encourages training with fun games for five minutes, three times a week.

The trainer is fully waterproof, rechargeable and covered with medical-grade silicone and it is safe to use with an IUD and coil. The app encourages use with four different skill levels and six different exercise types including strength and lift.

Clementine

Kim Palmer founded the women’s mental health app Clementine in 2017 which uses hypnotherapy to lower stress levels and build confidence. She created Clementine after suffering herself from panic attacks during pregnancy. The app has both a free and a subscription-based version with sleep sessions, confidence and anti-anxiety courses as well as mantras.

Nua Fertility

Deborah Brock founded Nua Fertility following the challenges she had through her own fertility journey. Following her own successful pregnancy through optimising diet, she started researching the connection between the gut microbiome and reproductive health. After three years of research, Deborah developed two fertility supplements – one for men and one for women – that focus on the microbiome to optimise fertility health.

Nua fertility supplements, have a microbiome focus and are designed to support the nutritional needs of men and women when trying to conceive. The company’s NuaBiome Women supplements combine fertility-supporting vitamins and minerals with a blend of strains of good bacteria to promote healthy conception, egg health, and foetal development.

The friendly bacteria offer three significant benefits: absorption of essential fertility vitamins and nutrients, strengthening the immune system and reducing inflammation in the body.

All these female founders have fought to gain funding for their propositions and succeeded despite the obstacles due to the baked-in bias and lack of diversity across the business capital arena.

However, more female investors need to be appointed as they can personally understand the impact of female health tech innovations.

Let the activists keep beating the drum around female health inequalities. As we continue to make these meaningful steps to bridge the gender health gap we can remember that necessity is the mother of all invention.

Opinion

At-home ovulation test nearly as accurate as ultrasound, research finds

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A new clinical study has found that an at-home device for tracking reproductive hormones can identify ovulation with an accuracy that closely matches hospital-grade ultrasound scanning, in what researchers describe as a significant step for women’s health technology.

The findings, published this week in Reproductive BioMedicine Online, come from an 18-month trial led by Dr Thomas P. Bouchard that followed 121 ovulatory cycles and included 890 transvaginal ultrasound scans. 

The study compared results from the Mira at-home hormone monitor, which tracks four hormones through urine samples, against the two methods long considered the clinical gold standard: ultrasound-confirmed ovulation and blood serum testing.

Researchers found that the day of ovulation, as confirmed by repeated ultrasound scans, fell within a day of the peak in luteinising hormone (LH) detected by the device in 96 per cent of cycles studied.

A new benchmark after 25 years

The study’s authors say it represents the first time a quantitative, multi-hormone at-home monitor has been validated against blinded ultrasound scanning under STARD guidelines, the internationally recognised standard for reporting diagnostic accuracy research. 

Existing consumer fertility trackers, they note, have largely relied on simpler yes/no hormone readings or date-based algorithms that have gone unchanged for a quarter of a century.

The device tracks four hormones: LH, the oestrogen metabolite E13G, the progesterone metabolite PDG, and follicle-stimulating hormone (FSH).

What the data showed

Alongside the headline ultrasound comparison, researchers reported several other findings:

  • Blood test correlation: readings from first-morning urine samples closely tracked blood serum levels drawn within 90 minutes, with the strongest correlation for LH, followed by progesterone and oestrogen metabolites, and a weaker but still notable link for FSH.
  • Hidden variability in “regular” cycles: even among participants with typically regular periods, 11 per cent of cycles were found to be anovulatory, meaning no egg was released. In a further 12.4 per cent of cycles, ovulation occurred while LH was still climbing rather than after it peaked – a pattern researchers say calendar-based apps and single-day tests would likely miss.
  • Earlier warning of fertility window: rising oestrogen signals were detectable roughly five to six days before ovulation, reflecting the natural development of ovarian follicles and offering an earlier indication of the fertile window than LH tracking alone.

‘Precise biological data without the clinic visits’

Dr Bouchard, the study’s lead author, said the research set a new bar for evaluating consumer fertility devices.

“For over two decades, at-home fertility tracking was based on qualitative indicators without providing quantitative hormone values,” he said, adding that testing the device against nearly 900 ultrasound scans under a blinded protocol gave the field a rigorous new benchmark.

Sylvia Kang, founder and chief executive of Mira, said the results pointed to a broader shift in how reproductive health could be monitored.

“Women deserve precise biological data about their reproductive health without needing constant clinic visits and serial blood draws,” she said, describing the findings as evidence that at-home testing could deliver “clinic-grade hormonal visibility.”

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Opinion

Why health AI needs to read between the lines

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Sahar Abid is a Science Associate at Ema EQ, where she works on cultural sensitivity and bias in AI.

A woman asks an AI health assistant about postpartum depression.

She mentions that her in-laws are telling her to “push through” and skip medical help, even as her symptoms get harder to manage. She never says where she is from or names her background.

The assistant describes the condition and gives her a hotline number. It sounds correct, but it misses what she needs.

That gap is more common than the industry admits, and it points to a blind spot in how we test health AI for bias.

Most bias testing looks at what people explicitly say.

The typical way to check an AI for bias is to label a prompt with someone’s demographic details and see if the answer changes. That catches some problems but misses a bigger one.

Most people do not lead with their identity. They lead with their situation. The woman above told the assistant everything it needed to help her, just not in the form of a label.

Her real question was not only “what is postpartum depression?” It was “how do I get care when the people around me don’t want me to?

When family members hold sway over health decisions, and in many communities they do, advice that asks someone to overrule their family is not something they can act on.

The AI didn’t say anything factually wrong. It answered a different question than the one she was living.

We call this culturally implicit bias, meaning the AI misses the cultural context a situation implies rather than the context a person spells out.

When systems are trained to notice only the explicit cues, they fall back on a default answer built for the majority. For everyone else, the response can feel generic, off-target, or discouraging enough that they stop looking for help.

In health, that is not small. The people most likely to be missed are often the ones the system already underserves.

What we set out to test.

At Ema, we wanted to know how well AI picks up on cultural context that is implied but never stated. So we built our own way to test for it, across a range of communities and real situations like postpartum depression and fertility, using questions that carried cultural meaning without announcing it.

The patterns were consistent. Models often missed the meaning underneath the question. They dropped the specific details a person did share and smoothed them into something generic.

And even when they pointed toward real care, they tended to offer one option instead of choices that might actually fit a person’s life. Any one of those can be the difference between someone following the advice and walking away from care.

Why this matters for anyone building health AI.

Getting this right is the right thing to do, and it also works better.

When an answer reflects a person’s real context, people trust and act on the recommendations more, so they get the help and support they need.

Testing for it is harder than the shortcut most teams use. Swapping a name or a demographic label in and out is easy. Checking whether a model actually understands the human context around a question takes more care.

The shortcut teaches models to perform cultural competence instead of practicing it. No matter how much or how little someone chooses to share, they deserve an answer that is warm, complete, and usable.

A better question.

The bar for equitable health AI should be “does it serve someone who never told you who they are?” It is the harder test, but it determines whether real people get help.

The work of getting there is far from finished, and it is exactly what we are building toward at Ema.

Sources: Naidoo, V., & Chadha, K. K. (2025), Culturally responsive AI chatbots: from framework to field evidence, Computers in Human Behavior: Artificial Humans. Souligne, N., & Subbian, V. (2026), FairLogue: A toolkit for intersectional fairness analysis in clinical machine learning models.

Learn more about Ema EQ

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Opinion

anna perimenopause app launches across 39 markets

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A perimenopause app that maps existing smartwatch data to the menopausal transition has launched across 39 markets in the UK and Europe.

anna app uses information already recorded by wearables, including sleep, heart rate and body temperature, and returns one suggested lifestyle action each morning alongside the research behind it.

The company says each rule in its library links a defined pattern in a woman’s own data to a specific action. The recommendations were developed with an advising clinician and draw on more than 300 published studies.

The company says recommendations are not generated automatically and each can be traced to research reviewed by a doctor.

The app was built by two women in Riga, has been funded without outside investment and was tested with women in the UK over three months before launch.

Perimenopause is the period of hormonal change before periods stop and usually begins after 40.

The company says one of the challenges is the unpredictability of the transition, with sleep, energy, mood and concentration potentially changing from week to week.

Because the experience varies between women, the developers say it can be difficult to find care tailored to individual needs. After 45, there is also no reliable blood test to confirm perimenopause.

The transition can coincide with a busy period in women’s working lives.

CIPD research published in 2023 found that 27 per cent of working women aged 40 to 60 with menopause symptoms said they had affected their career progression, equivalent to around 1.2m women in the UK.

Some 79 per cent said they felt less able to concentrate.

The long-running Study of Women’s Health Across the Nation, which has followed thousands of women through the menopausal transition, found that cognitive difficulties reported during perimenopause appear to be time-limited, with improvement returning in early postmenopause.

The developers say anna differs from standard wearable data by interpreting measurements specifically in the context of perimenopause.

A smartwatch may show changes in sleep, heart rate or temperature, but anna is designed to look at combinations of those signals and link them to lifestyle guidance for that day.

The app is also designed to work without daily symptom logging.

Users can complete an optional daily check-in if they want to add more context, but the app can operate without a symptom diary or daily manual entries.

It uses information from a compatible device the user already owns, such as a watch, ring or band.

Elina Pika-Lepere, co-founder and chief executive of anna app, said: “Perimenopause arrives exactly when a woman has the least spare capacity. She is often at the peak of her career, raising children, caring for ageing parents. What she has lost is not information, it is predictability.

“We built anna to offer a helping hand and evidence-based guidance through a stage that is difficult but temporary.”

The company gave the example of a morning when a user’s watch shows she has slept well below her own 28-day average.

Rather than simply telling her she is tired, anna may suggest choosing one priority and working on it in 25-minute blocks with a short break between them.

The app also displays the sleep and concentration research used for the recommendation.

anna was founded by Pika-Lepere, who spent 15 years building products in advertising, retail and e-commerce, and product lead Zanda Freimane, whose background is in product management in fintech and e-commerce.

The wider team includes a mathematician and university researcher advising on data architecture, a senior developer and a user experience adviser from a Baltic unicorn company.

anna app is not a medical device and does not provide medical advice.

Its guidance is limited to lifestyle support, and the company describes the app as a tool to complement a doctor rather than replace professional medical care.

anna app is available on iOS across 39 markets in the UK and Europe and is listed on the App Store as anna: Perimenopause & Sleep.

The app is in English and works with Apple Watch, Garmin, Fitbit, Oura and Whoop through Apple Health.

The company says user data is hosted in the EU and is never sold.

The service costs £13.99 a month or £99.99 a year in the UK and €14.99 a month or €99.99 a year in the euro area after a seven-day free trial.

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