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INTERVIEW: Feminade founder announces acquisition by AI health platform Superpower
Feminade, a digital startup helping women optimise their hormone health, has announced its acquisition by Superpower, the world’s first AI concierge health platform. Femtech World finds out what’s next for its female founder.
Since its launch in 2020, Feminade claims to have helped hundreds of women, whose needs were not being met by conventional medicine, to improve their health and wellbeing.
The company was among the first to offer advanced diagnostic testing, telehealth consultations, and holistic, personalised treatment plans for women struggling with a range of hormone-related issues— from irregular cycles, mood swings and weight gain to perimenopause and menopause.
After its initial success, it received backing from the likes of Magic Fund, 305 Ventures, and prominent angel investors, including tennis superstar-turned-women’s health investor, Serena Williams.
Now Feminade has been acquired by Superpower, the San Francisco-based company behind the world-first AI concierge health platform, in a part-cash part-equity deal, the figures of which have not been publicly disclosed.
Announcing the news on Wednesday 8 January, Feminade founder, Roya Pakzad, says she is supporting the company on a contract basis with what she described as a “beautiful transition in Feminade’s journey”, but won’t be joining the Superpower team long-term.
“I couldn’t have thought of a better company to take over Feminade and I’m very happy that our community is going to be in great hands,” she tells Femtech World.
“The Feminade mission is living on through Superpower, which is very important to me.”
The Feminade mission: a “pioneer” in the hormone testing space
Pakzad, who holds an Industrial Engineering degree from UC Berkeley and previously worked at Zendesk and Intuit, launched the company after experiencing her own frustrations with the healthcare system. For over a decade she was “constantly dismissed” or offered “band aid solutions” for her hormonal symptoms.
“I saw that I wasn’t alone,” she says.
“After doing some more research I found that there are millions of women, in the US and globally, suffering from this as well.”
Pakzad began by sharing educational content on her Instagram page, before her research led to the development of Feminade, bringing on board chief medical officer and naturopathic medical practitioner, Dr Erin Rhae Biller.
Feminade’s flagship product was offering accessible dried urine hormone tests that measure hormone levels and metabolites, which would then be used to help inform a personalised treatment plan.
Although dried urine hormone testing is not widely used in mainstream healthcare—and the peer-reviewed research remains limited— it is thought to potentially be able to detect issues such as liver dysfunction and gut health imbalances, Pakzad says, getting to the ‘root cause’ of hormone-related symptoms.
“We were a pioneer in the hormone testing space,” she continues.
“Within two to three months, we started getting emails from women saying it had changed their life—their cycles were more regular, they were finally able to lose weight, their mental health was better, their relationships improved. Feminade was offering science-backed root cause care that was actually helping women.”
Angel investors and personal setbacks
But Pakzad says she received pushback from investors initially and felt she had to “work harder to prove herself” as a female founder. She bootstrapped the company until she was able to secure venture capital in 2021, going onto pitch to Williams after being put in touch through a contact at the Launch House (an early-stage venture fund and social club in Silicon Valley).
Williams launched her venture capital firm, Serena Ventures, and began investing heavily in the women’s health sector after a difficult experience during the birth of her first daughter.
“I pitched her personally— which doesn’t happen that often— and we connected,” says Pakzad.
“Serena believed in me and that really gave me the fuel to push forward.”
However, while Feminade went from strength to strength, Pakzad was facing setbacks in her personal life, losing both of her parents in the last four years. These personal tragedies have forced her to reconsider what’s best for her own future and that of the company, she says.
“The passing of my father [early last year] forced me to take a pause, to take care of my mental health and spend some time with the family,” she explains.
“I thought it best for the company, our customers and for myself, to sell… but whoever was going to take over Feminade had to have similar values, a great team and be on the same mission.”
Closing the healthcare gap
Pakzad is confident that she has found this is Superpower with synergies in their service offering, price point and mission more broadly.
Superpower offers customers comprehensive testing across all major organ systems and over 100 labs, with access to a private concierge clinical team. Like Pakzad, CEO Jacob Peters founded the company following his own health challenges with the aim of “revolutionising the healthcare system”.
It now has a waiting list of over 150,000 individuals and backing from investors including Scott and Cyan Bannister (PayPal Mafia), Arielle Zuckerberg, Cameron and Tyler Winklevoss, Justin Mares (Kettle & Fire), and Jonathan Neman (Sweetgreen).
The Feminade acquisition is said to underscore Superpower’s commitment to closing the healthcare gap, with a shift to focus more on women’s health.
Commenting on the news, Peters said: “Healthcare today is fundamentally broken, especially for women. Feminade’s remarkable growth and deep expertise in women’s health make them the perfect partner to help us close this gap. With this acquisition, we are taking a significant step toward helping people—particularly women—achieve their peak potential through better, proactive healthcare.”
The next chapter
Pakzad isn’t making any decisions about her own next move just yet, instead she is taking some time out to focus on her own health.
“I’m excited for the next chapter for Feminade, but also for the next chapter of my life,” she says.
“I will continue to talk about women’s health, because it’s something that I’m so passionate about. I’m actually going to talk more about my own health and how it’s deteriorated in the past four years whilst building a women’s health company, which is so ironic.”
She adds: “I have to take care of myself.”
Supermarket loyalty card data suggests more than a quarter of women buying menstrual products also buy pain relief at the same time.
The findings also suggest women in lower-income areas are significantly less likely to do so, pointing to disparities in access to over-the-counter pain relief across England.
The study was led by Dr Victoria Sivill of the University of Bristol and colleagues.
The authors said: “The study highlights the need for greater awareness and policy interventions to address the high prevalence of menstrual pain as well as socioeconomic dimensions of menstrual pain.
“Public health initiatives should incorporate menstrual pain relief as part of broader efforts to improve health equity.”
Researchers analysed anonymised loyalty card data from a major UK health and beauty retailer, covering 211m transactions by 3.4m people between 2006 and 2015.
The study examined how often shoppers bought menstrual products and pain relief in the same transaction, and compared this with a customer’s usual rate of buying pain relief.
It found that 26.7 per cent of customers who bought menstrual products also bought pain relief at the same time.
These customers were nearly four times more likely to buy pain relief when buying menstrual products than on other shopping trips.
As a check on the approach, researchers found the most common interval between consecutive menstrual product purchases was exactly 28 days, consistent with the average menstrual cycle.
Menstrual pain is common and can affect daily activities, including school and work attendance.
Regional income was the strongest predictor of menstrual pain purchases.
Customers in the lowest-income areas were 32 per cent less likely to buy pain relief at the same time as menstrual products than those in the highest-income areas.
The authors said lower rates of pain relief purchases in deprived areas are likely to reflect an inability to afford over-the-counter medication rather than lower rates of menstrual pain itself.
Co-author Dr James Goulding said: “It is wonderful that smart data research in the UK is able to bring issues which may have once been overlooked in scientific settings, such as the sheer scale and impact of menstrual pain, to light. This is well overdue.
Co-author Dr Anya Skatova said: “Like many women, I was aware of how common menstrual pain is, but the scale of painkiller purchases alongside menstrual products was still striking.
“Using shopping data, we can see just how widespread the need for pain relief really is. This kind of evidence helps make menstrual pain visible at a population level and provides a strong foundation for systemic change in how it is recognised, treated, and prioritised in public health.”
Women are still being failed by menopause care despite a surge in online advice, with experts saying symptoms are too often minimised or dismissed.
The researchers exposed a gap between the surge of menopause information available online and the quality of medical care women receive.
A team of anthropologists and psychologists explored the physical and emotional toll of menopause, including its impact on work and personal lives, through interviews with 60 women aged 45 to 61 between March and June 2021.
The findings were published in a new book, We Need to Talk About Menopause.
The interviews showed how women continue to “needlessly suffer” as they sort through misinformation from influencers, celebrities and so-called experts.
The authors said: “You would think in an age where humans are developing commercial space flight, self-driving cars, and AI personal assistants who can project movies onto the palm of your hand, we would understand more about menopause, something a little over half of the population is guaranteed to experience in their lives.”
The interviews revealed wide variation in women’s experiences of doctors.
Some felt they could have an open dialogue, while others said they were “shut down”, including being told they were too young for menopause.
One woman said she bled heavily for a year before she was taken seriously.
The authors said menopause is still poorly understood, with disagreement over whether it should be seen as a medical condition or a natural part of ageing.
There are more than 100 recognised symptoms, although some women experience none.
Among those interviewed, 78 per cent reported weight gain and redistribution, particularly around the belly area, which was resistant to diet and exercise.
Fifty-eight per cent experienced mood disturbances including anxiety, depression, irritability and unprecedented levels of rage.
Many women said they were blindsided by symptoms they had never known existed.
One participant said she only realised rage was a menopause symptom after seeing it mentioned in a television commercial.
Women also described severe memory problems and brain fog that colleagues mistook for incompetence, leading successful professionals to question their abilities at the peak of their careers.
Brain fog can include problems with concentration, memory and clear thinking.
According to Statistics Canada, 70 per cent of women turn to the internet as their primary source of menopause information.
The authors said this information vacuum has spawned a £14.7bn global “meno-tech” industry, with influencers, celebrities and telehealth companies offering products ranging from £98 creams to unnecessary blood tests.
They said: “The growth of interest in menopause has also been accompanied by a wave of unsubstantiated information.
“Many websites market expensive creams, supplements, and weight-loss schemes that promise to keep women youthful and attractive, with little evidence to support their claims.
“Reliable, accessible information about menopause and perimenopause is still lacking. Despite increased attention to the importance of physician training and the search for menopause specialists, the medical profession as a whole continues to provide limited support in this area.”
The authors also highlighted the effect of menopause in the workplace.
The House of Commons Women and Equalities Committee has warned that Britain is “haemorrhaging talent” because of menopause, with 14 million workdays lost each year, according to the Office for National Statistics.
Despite this, studies have shown 80 per cent of UK employers have yet to implement proper support measures for menopausal women.
Some women said simple workplace adjustments made a significant difference.
The Women and Equalities Committee (WEC) has warned against “financial half measures” on women’s health as the government published its response to the report.
Ministers launched the renewed Women’s Health Strategy in April after the committee’s March report concluded it was not convinced that the menstrual and gynaecological needs of young women and girls had been sufficiently prioritised in wider healthcare reforms.
It followed the committee’s 2024 “medical misogyny” report, which found women with painful reproductive health conditions such as endometriosis, adenomyosis and heavy menstrual bleeding were frequently finding their symptoms “normalised” and their “pain dismissed” when seeking help.
In both reports, MPs called on the government to recognise the benefits of increased investment in early diagnosis and treatment of women’s reproductive health conditions and provide additional funding needed to transform the support available to millions of women.
In its response, published on 26 May as a command paper, the Department of Health and Social Care outlined action on reducing gynae waiting times, ensuring procedures are conducted with women’s full consent and adequate pain relief, and improving access to contraception for menstrual healthcare in line with the committee’s recommendations.
It said: “The government agrees with the committee’s overarching findings and recommendations for improving women’s health outcomes and experiences.
“We acknowledge the impact that menstrual health conditions can have on women’s lives, relationships, and participation in education and the workforce.
“We recognise that more needs to be done to support women with menstrual health conditions, particularly around listening to women, improving information and education, and enhancing patient experience.”
However, there was no commitment to increase school nurse provision, no measurable actions and targets on countering online misinformation, no new commitments to end inappropriate censorship of women’s online health content, and no further initiatives on tackling racial discrimination or understanding the menstrual wellbeing needs of young disabled and Deaf women.
The response comes after analysis by The Times suggested the government is allocating 60 per cent more funding to its men’s health strategy than to its renewed strategy for women’s health.
Sarah Owen, chair of the Women and Equalities Committee and Labour MP, said: “WEC’s 2024 ‘medical misogyny’ report warned 18 months ago of women in unnecessary pain and undiagnosed for years and called on the Government to recognise the benefits of increased investment in early diagnosis and treatment.
“Our follow up report this March cautioned girls’ and women’s health are not being sufficiently prioritised in system-wide NHS reforms, while initiatives which have proven to be successful in reducing waiting lists and improving women’s healthcare access, such as women’s health hubs, risked being scaled back or discontinued.
“While it’s welcome to see a focus on tackling ‘medical misogyny’ in April’s renewed Women’s Health Strategy and an emphasis on women’s voices being heard, this must be backed by adequate funding, not financial half measures, particularly when compared to men’s health.
“Significant questions remain following today’s response publication over the adequacy of investment being provided, including for workforce training, menstrual health education in schools, research and additional ring-fenced funding for women’s health hubs to deliver services within the emerging neighbourhood health framework.
“There are both opportunities and risks when it comes to increasing use of technology in women’s healthcare.
“As the Committee’s report set out, social media companies should be held to account for inappropriate and disgraceful ‘shadow banning’ censorship of important women’s health content and there should be a rigorous approach to tackling the risks from ineffective, unsafe and exploitative for-profit FemTech apps.
“The Government should take the problem of ‘shadow banning’ more seriously.
“A strategy which does not fully address the concerns set out in WEC’s report, alongside measurable actions and timescales, will only scratch the surface of the issues facing women’s health.
“WEC will keep a close eye on progress and continue to push for long overdue tangible change for women and girls.”
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