The Underfunded Potential of Femtech
Despite accounting for half the population, women’s health remains vastly underrepresented in healthcare innovation and investment. Femtech—technology and solutions designed to address women’s health needs—receives only 3% of digital health funding, highlighting a significant disparity. Historically, the stigma surrounding women’s reproductive and mental health issues has led to underfunding and neglect, leaving vast unmet needs and untapped market opportunities.
Fortunately, this landscape is changing. Advocacy, increased awareness, and demand for personalized care are pushing women’s health to the forefront. For brands, breaking into this space represents more than just a lucrative opportunity—it’s a chance to address long standing inequities while driving meaningful innovation. Femtech is emerging as both a social responsibility and a high-growth business opportunity.
The Business Case for Femtech
Advancements Driving Demand
The rise of personalized healthcare solutions—ranging from mobile apps to wearables and telehealth services—has changed how women manage their physical, reproductive, and mental health. Companies like Elvie, Flo Health, and Maven Clinic are leading the charge in femtech by changing the game with smart, user-friendly solutions—whether it’s Elvie’s connected devices, Flo’s AI-powered health tracking, or Maven’s accessible telehealth services—all are backed by impressive funding, huge market reach, and loyal communities of users who rely on them to make women’s health more innovative and accessible.
The femtech industry is on a rapid growth trajectory, with projections showing the market surging from $32.6 billion in 2023 to over $72 billion by 2028. This explosive growth is driven by millennials and Gen Z, who are reshaping the women’s healthcare landscape with their demand for personalized, tech-driven solutions that prioritize transparency, privacy, and trust. As one millennial woman put it, “I want health solutions that don’t just track my symptoms but actually help me understand my body so I can make better lifestyle choices—being empowered is everything.” These shifting consumer preferences are pushing femtech brands to innovate faster and adopt strategies that resonate with a younger, tech-forward audience.
Why Brands Need to Invest Now
Brands that invest early in femtech can secure a competitive advantage in the market. Companies like KindBody, which offers fertility services and partners with employers to expand access, are not only meeting demand but also building strong consumer loyalty. Similarly, Clue has cultivated a devoted user base by designing a menstrual and reproductive health app that empowers women to manage their health on their terms. But with new entrants emerging almost constantly, there appears to be significant overlap in product offerings suggesting market saturation. That said, for companies looking to invest in femtech now, their offerings need to address looming consuming pain points and remaining gaps in the market while positioning themselves as leaders in women’s health innovation.
Shifting Consumer Behavior Reveals Unmet Needs and Market Gaps
Tech-Enabled Empowerment
Technology continues to empower women to take control of their health journeys. Tools like Kindara, a fertility tracking app, help women better understand their cycles and reproductive health through user-friendly data visualization and insights. Similarly, Ovia Health, with its suite of apps focused on fertility, pregnancy, and parenting, provides personalized insights and resources to guide women through different stages of their health and family planning journeys.
The adoption of these digital health tools amongst women is rising sharply, with 60% of women now reporting they use mobile health apps. This trend underscores the growing expectation for personalized, tech-driven healthcare solutions that prioritize privacy and transparency.
So, how can femtech companies best achieve a competitive advantage? Instead of relying on basic self-reported consumer data inputs like menstrual cycle dates, companies could use advanced AI or wearable integrations to deliver hyper-personalized insights, such as:
- Predictive analytics based on hormonal, sleep, and activity data.
- Integration with genomic testing or hormone level monitoring for a precise understanding of one’s reproductive health.
- Tailored recommendations for users with conditions like endometriosis, or irregular cycles.
Essentially, the future of femtech lies in hyper-personalization driven by advancements in AI technologies. By prioritizing these innovations, brands can meet the rising demand for precision-driven health solutions that empower women with tailored insights, build trust through transparency, and differentiate themselves in an increasingly competitive market.
Holistic Wellness: A Growing Priority in Femtech
The shift toward holistic wellness is reshaping how women approach their health, driving demand for solutions that integrate physical, mental, emotional, reproductive, and social well-being. This comprehensive perspective is no longer optional—women expect their healthcare providers and tools to address their needs as interconnected parts of a whole.
One area where this shift is especially evident is in perinatal therapy, as highlighted by Annie Phillips, a Perinatal Therapist and owner of The Phillips Clinic. According to Phillips, there has been a significant rise in the use of perinatal therapy over the past three years, reflecting a broader recognition of the importance of mental and emotional health during motherhood. “Perinatal therapy isn’t just about helping women cope—it’s about providing the tools and psychoeducation needed to navigate the challenges of early parenthood with confidence and support,” she explains.
Phillips advocates for greater accessibility to these services through integration with OBGYN practices or partnerships with healthcare providers. “Mental and emotional health during the perinatal period is just as critical as physical health. If we want to promote holistic wellness, we need to ensure women and their families are supported in all aspects of their journey,” she adds.
This focus on holistic care isn’t limited to the perinatal phase. Across all stages of life, women are seeking integrated health solutions rather than piecemeal apps or services. For femtech companies, this presents an opportunity to innovate and create unified platforms that offer features such as:
- Menstrual and fertility tracking with built-in mental health support, such as tools for managing stress and anxiety tied to hormonal fluctuations.
- Nutrition and fitness coaching tailored to cycle phases or fertility journeys.
- Comprehensive reproductive health education, covering everything from pregnancy preparation to menopause.
- Community support platforms or peer-to-peer forums, guided by experts, for shared experiences and advice.
As Phillips’ work demonstrates, addressing mental and emotional health alongside physical needs is critical to meeting women’s expectations for holistic wellness. By moving beyond fragmented solutions and embracing interconnected services, femtech companies can play a more significant role in empowering women to take charge of their health journeys at every stage of life.
Strategic Implications for Brands in Femtech
The femtech industry appears to be at a crossroads. While demand for women’s health solutions continues to surge, both technology and consumer expectations are evolving rapidly. Success in this market requires more than just innovation and demands a strategic approach that prioritizes long-term investments, trust-building, personalization, and partnerships. Brands must think beyond standalone products and embrace holistic ecosystems that address unmet needs and anticipate future trends. To position for success, forward-thinking companies must consider the following:
Long-Term Investments in R&D
Innovation in women’s health requires a forward-thinking, long-term approach. Brands must allocate resources to research and development that address real, unmet needs while evolving with consumer expectations. Maven Clinic exemplifies this commitment by not only integrating reproductive and mental health care into a single platform but also continuously expanding its services based on data-driven insights and emerging needs. For example, Maven’s investment in telehealth and personalized care pathways reflects a dedication to developing comprehensive, future-proof solutions. These efforts not only meet today’s demands but also position the brand as a leader capable of adapting to tomorrow’s challenges in women’s health.
Building Trust Through Transparency
Trust is one of the most critical factors for success in femtech. Brands like Flo Health have demonstrated how prioritizing data privacy and clear communication fosters stronger consumer relationships. Flo’s public commitment to protecting user data—especially after privacy concerns in the digital health space—has reinforced trust among its users. This transparency has become a cornerstone of its continued growth.
Leveraging Data for Personalization
Personalized healthcare solutions are at the heart of femtech’s appeal. By responsibly leveraging user data, brands can create tailored experiences that enhance engagement and value. Elvie’s pelvic floor trainer, for example, uses data to deliver customized progress reports, helping users feel more connected to their health goals while maintaining trust through transparency. Personalized, data-informed solutions like these not only provide measurable benefits to users but also strengthen brand loyalty and differentiation in a competitive market.
Strategic Partnerships and Ecosystem Building
Partnerships are emerging as a foundation for growth and innovation in the femtech space. According to Fiona Thwaites, former CMO of Jennis, women’s health brands must focus on building integrated ecosystems to meet increasing consumer demand for solutions that address all aspects of women’s mental and reproductive health. “We will most likely see significant consolidation in this category over the next two to five years, and partnerships are at the forefront of this evolution,” says Thwaites. She highlights examples such as Jennis’s integration of wearable fitness data and collaborations like Oura’s partnership with Clue, which creates a more holistic picture of women’s health.
However, Thwaites cautions that “not all partnerships are created equal.” The challenge lies in ensuring that these collaborations enhance care rather than perpetuate silos. Looking ahead, integrations with electronic health records (EHRs) will be critical to advancing care, though regulations and data security must evolve to support these innovations.
By prioritizing strategic partnerships and ecosystem building, femtech brands can meet the growing demand for comprehensive solutions while positioning themselves as leaders in women’s health.
Key Takeaways for Brands Entering Femtech
- Future-Proof Your Strategy: Investing in innovation pipelines ensures your brand stays relevant as women’s health needs evolve.
- Build Trust Through Transparency: Clear communication and robust privacy practices build lasting consumer trust.
- Leverage Data Responsibly: Use insights to create tailored solutions while prioritizing security and ethical practices.
- Foster Strategic Partnerships: Collaborate with trusted platforms and partners to expand reach and credibility within the women’s health ecosystem.
Strategic Opportunities in Femtech
As the landscape of women’s health evolves, femtech brands are uniquely positioned to lead meaningful change while driving growth. The increasing demand for innovative, holistic solutions presents both an opportunity and a challenge: how to align strategies with the needs of a highly engaged, health-conscious consumer base.
At Siege Consulting, we help femtech brands develop data-driven strategies that align with both market demands and long-term business goals. Whether it’s identifying untapped opportunities, refining messaging to build trust, or creating a roadmap for innovation, our expertise ensures your brand is positioned to thrive. The future of femtech is being written today—how will your brand leave its mark? Let’s connect.
