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“Tennis can wait”: How Pregnancy+ founder Amber Vodegel is building the blueprint for equity in women’s health

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Founder of the globally-renowned Pregnancy+ app, Amber Vodegel, is on a mission to address inequity in women’s health. 

With her latest venture, the founder of the globally-renowned ‘Pregnancy+’ app, Amber Vodegel, is on a mission to address inequity in women’s health. 

After building one of the world’s biggest women’s health apps—and selling it to one of the world’s biggest tech companies— Amber Vodegel thought about retiring and spending her days playing tennis.

“I’ve definitely thought about slowing down, but I couldn’t walk away knowing how much still needs to change in women’s health,” she tells Femtech World. 

“Tennis can wait.”

Vodegel began building Pregnancy+ in 2012 as a side-hustle, while continuing in her day job at an advertising agency. She bootstrapped the business for five years, investing back into developing and improving the app, eventually reaching 10 million users before being acquired by Phillips in 2017.

During her time at Philips, she continued to expand Pregnancy+’s user base to over 150 million users in more than 100 countries. With two million daily active users globally, it has become the number one pregnancy app in almost all countries. In the UK it serves 70 per cent of first-time mums.

“Building Pregnancy+ taught me the true value of trust and showed me how technology, when designed thoughtfully, can meet people exactly where they are in their lives,” she says.

“But being in mobile app development for nearly 15 years, also revealed how many people are still excluded from basic health education. In menstrual health, it’s even more apparent.” 

She continues: “After building Pregnancy+ and seeing the impact that trusted, accessible digital tools can have, it became clear to me that the menstrual health space was failing millions of women and girls globally.”

“The scale of inequity”

A total of 800 million people menstruate each day, yet many are unable to access even the most basic products and education. Even in the UK, 17 per cent of women and girls lack essential menstrual health information, according to evidence from the Women’s Health strategy in 2022.

While tech can educate and empower women by giving them more insight into their health—over 100 million women are using period trackers every month—many apps are paywalled, and some have been linked to privacy and data handling concerns. 

Research from 2023 found that 59 per cent of women and girls have concerns about the use of their health data in existing apps, and many have come across age and culturally-insensitive content.

Having had the opportunity, and experience, that comes with building global platforms, Vodegel says she feels a sense of responsibility to address some of these inequities. 

“This is personal, and it’s urgent,” says Vodegel.

“Once you see the scale of inequity, you can’t unsee it. Health information and support should not be a privilege, but for many, it still is. I’ve had the opportunity to build global platforms before, and I feel a duty to use that experience to create something that serves people who’ve been underserved for far too long. It’s about fairness, but also about what’s possible when we design with care.  

“People talk about how the future of health, powered by AI, is going to be incredible. They point to integrations with expensive wearables like smart watches and the Oura ring. But who is that future really for? Most women can’t afford a £400 ring or a £50 annual app subscription. So, my question is this: who’s looking after the other 80 percent? Who is serving the 12 year old girl, or the women in lower and middle income countries, the neurodiverse, or just those who simply can’t afford a subscription?”

Redefining how women access health education 

This has become the driving force behind her new venture, 28X, preparing to launch later this year. With 28X, she is striving to create not just a women’s health app, but an impact venture which could redefine how women access information about their health. 

“28X is my way of using everything I’ve learned to build something that truly serves women and girls who are being left behind,” says Vodegel.

“Especially by the current period apps that store user data on external cloud servers and charge expensive subscriptions, which most women and girls can’t afford.”

28X is a global period tracking app that is free-at-the-point-of-use and privacy-safe, putting women in control of their health and data, Vodegel says. 

It uses on-device AI to process and store data, which unlike traditional cloud-based processing, ensures that sensitive user data never leaves the device. To avoid data-sharing with third parties, it will use fine-tuned open-source GenAI models with suitable guardrails, such as on-device Tiny Language Models in combination with a headless CMS. 

Set to be available in more than 100 countries, and 33 languages, the app automatically adapts its educational content to suit the linguistic, neurodiverse, cultural, and educational needs of its user base. 

Meanwhile, its circular business model will see revenues flow back into social impact foundations, ensuring that profits are reinvested into education, clinical research, and women’s health equity. A partnership with Biograd, the company behind Europe’s first women’s health-focused research tissue bank, will also see 28X contribute to much-needed menstrual health research which aims to advance innovation and treatments in immunotherapy, regenerative medicine, and diagnostics.

Building the blueprint

Vodegel’s aim is for this to become a blueprint for other tech companies, showing that it is possible to be scalable and sustainable, without compromising on ethics, but also making the back-end technology open-source to allow other health-related app developers to use and build on it.

“Our aim is not just to build the largest women’s health app, but to demonstrate a new way forward. We’re creating a privacy-first, inclusive, clinically trusted solution that proves you don’t need to compromise ethics to scale,” she says.

“We’re showing that it’s possible to prioritise the user, protect their data, and still be sustainable. If that encourages others to rethink how they build, we’ll have achieved more than just our own mission.” 

Passionate about women’s health, inclusion and ethical innovation?`

Vodegel is looking for those with shared values to help shape the long-term vision, impact and governance of 28X, including impact investors with an interest in becoming founding members. Other ways to get involved at this stage, include as an ambassador helping connect 28X with communities such as schools and youth organisations or clinical teams, sharing with your network, or participating in its user research and testing programme. 

We are looking for people who share our values,” she says. 

“People who believe in access, trust, privacy and equity in health. People who believe we can do better, and who want to be part of building something that serves, not excludes.”

She adds: “[We want to] ensure we are building with, not just for, our community. If you are passionate about women’s health, inclusion and ethical innovation, there is a place for you in this movement.”

To learn more about how you can support 28X email joinus@28x.com 

 

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Elation Health acquires EHR startup Aster

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Elation Health has acquired Aster, a women’s health EHR startup created by sisters Fifi Kara and Dr Lailah Kara-Newton.

The deal, announced on 3 June 2026, will see Aster’s team join Elation Health as the company expands development of what it describes as the first agentic operating system for primary care.

An EHR, or electronic health record, is a digital system used by healthcare providers to store and manage patient information.

Aster was founded by Kara and Kara-Newton as an AI-native EHR platform for women’s health providers.

Elation Health said the acquisition would allow Aster to learn from its expertise in AI agents and support development of its agentic operating system for primary care.

Kyna Fong, co-founder and chief executive of Elation Health, said: “The Aster team impressed us with their vision and creative inventions to support independent practices.”

Fong said Elation, like Aster, was founded by siblings who wanted to change the healthcare system.

She added: “That shared north star means they understand what we’re building and why it matters. It was clear right away they would significantly add to our capabilities.”

Kara has spent 10 years creating consumer and business-to-business products across the UK, Europe and the US, and recently supported Meta’s Health & Fitness team, according to Aster’s website.

Kara-Newton previously worked as a hospital doctor in the NHS across medical and surgical specialties, including breast surgery, general surgery, emergency medicine and obstetrics and gynaecology.

Aster launched in 2023 after raising US$2.8m from Zeal Capital Partners, Cornerstone Ventures, Octopus Ventures and others.

Kara, Kara-Newton and Aster’s chief technology officer, Nacho Vazquez, will all join Elation.

Kara said: “From the moment we met Kyna Fong, Ashley Rogers, and the Elation leadership team, it was clear we were aligned on what matters most: that clinicians deserve truly incredible software that brings joy back to their practice. Together, we can now bring that vision to millions of primary care patients across the country.”

The sisters said their work was shaped by Kara-Newton’s first pregnancy, when undiagnosed pre-eclampsia led to an emergency caesarean section and neonatal intensive care admission for her son.

The founders said they wanted to build technology that could help prevent similar outcomes for other women.

The acquisition comes amid continued concern over maternal health inequalities in the US.

In the US, Black maternal mortality remains alarmingly high, with rates nearly double those of white women, and experts point to unequal access to care, implicit bias and fragmented approaches to care.

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Copper coil vs Mirena: Which is right for you?

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Article produced in association with Spital Clinic

Both the copper coil and the Mirena are more than 99 per cent effective as contraceptives — but they work in completely different ways, have opposite effects on periods, and suit very different people.

 

With the FSRH’s May 2024 licence extension for the Mirena now in effect, this guide covers the five key differences using up-to-date UK evidence, not the older guidance that many sources still repeat.

How Each Device Works

The FSRH March 2023 guideline set out the terminology now used across UK clinical practice: the copper intrauterine device (Cu-IUD) and the levonorgestrel intrauterine system (LNG-IUD).

The copper coil works by releasing copper ions that are toxic to sperm, preventing fertilisation. It contains no hormones at all, making it a strong option for women who cannot or do not want hormonal contraception.

The Mirena — the most widely prescribed 52mg LNG-IUD in the UK — thickens cervical mucus to block sperm, thins the uterine lining, and may suppress ovulation, though most users continue to ovulate normally.

According to Hull University Teaching Hospitals NHS Trust, the hormone levels it produces are lower than those from the combined contraceptive pill — relevant for women advised to avoid higher-dose hormonal methods.

The hormone-free nature of the Cu-IUD is its defining advantage for some; the localised hormonal action of the LNG-IUD is its defining advantage for others.

According to NHS guidance on the copper coil, neither device interacts with medicines or herbal remedies, and both can be fitted in women who have never been pregnant.

The way each device works also determines what it does to periods — often the deciding factor.

Effectiveness and Duration

The NHS confirms both devices prevent pregnancy in more than 99 per cent of users. When it comes to contraceptive effectiveness, there is no meaningful difference between them.

Where they differ significantly is duration. The copper coil lasts up to 10 years, and one fitted in a woman aged 40 or over can remain in place until menopause under FSRH March 2023 guidance.

For the Mirena, the picture changed in May 2024: the FSRH CEU statement on extended LNG-IUD use confirmed that all 52mg LNG-IUDs — including the Mirena, Levosert, and Benilexa — are now licensed for eight years of contraceptive use, up from five under previous guidance.

When the Mirena is used as part of HRT, it protects the uterine lining for up to five years before requiring replacement. Smaller-dose devices such as Kyleena (20mcg) are licensed for five years, and Jaydess for three.

Both are long-acting reversible contraceptives — fertility returns immediately after removal, with no delay or washout period. Both are available without a GP referral through the coil insertion and removal service at Spital Clinic.

What Each Device Does to Periods

The most important practical difference is what each device does to periods — and they go in opposite directions.

The copper coil typically makes periods heavier, longer, and more painful; the NHS notes this may ease after a few months, but heavier bleeding is one of the most common reasons for early removal.

Both devices can cause irregular spotting in the first three to six months after fitting.

The Mirena does the opposite.

According to Hull University Teaching Hospitals NHS Trust, it reduces monthly blood loss by 86 per cent at three months and by 97 per cent at twelve months.

Nine in ten women who use it for heavy periods see a significant reduction; around 20 per cent have no bleeding at all; and 80 per cent report meaningful pain relief.

NHS information on the hormonal coil confirms that periods often become lighter, shorter, and less painful — with many users finding they stop entirely after the initial settling-in period.

For women whose choice of contraception is being shaped by troublesome periods, those statistics make the direction of the decision clear.

For women with already disrupted cycles, it is worth booking a private specialist assessment before deciding — for this group, the choice of coil is as much a treatment decision as a contraceptive one.

Unlike the copper coil, the Mirena is licensed as a first-line treatment for menorrhagia — heavy or prolonged bleeding defined as losing more than 80ml per cycle or periods lasting longer than seven days.

In around half of cases, heavy periods have no identifiable structural cause, making the Mirena’s targeted local action particularly useful: it reduces bleeding at the endometrial level without surgery, general anaesthesia, or high-dose systemic hormones, and offers a non-surgical alternative to procedures such as endometrial ablation.

Side Effects, Risks, and Who Cannot Use Each Device

Both devices carry the same procedural risks. Pelvic infection affects around 1 in 100 women in the first three weeks; expulsion happens in roughly 1 in 20; and uterine perforation occurs in approximately 2 in 1,000 fittings — slightly higher in women breastfeeding within six months of delivery. Ectopic pregnancy, though rare, is a risk if either device fails.

The side-effect profiles diverge beyond those shared risks.

The copper coil carries no hormonal side effects — heavier periods are its main downside. The

Mirena may cause acne, headaches, mood changes, breast tenderness, and ovarian cysts; most resolve without treatment, but they are worth considering for anyone sensitive to progestogen.

The Mirena is also unaffected by vomiting, diarrhoea, or most drug interactions.

Each device has its own contraindications. Neither should be fitted in the presence of an active sexually transmitted infection or unexplained uterine bleeding.

The Mirena is not suitable for women with a history of breast cancer, certain liver conditions, serious cardiovascular disease, or certain uterine abnormalities.

The copper coil, meanwhile, can be used as emergency contraception if fitted within five days of unprotected sex — the only intrauterine option for post-coital protection.

The Fitting Procedure and What to Expect

The fitting procedure is the same for both devices: a 10 to 15 minute clinical appointment, ideally towards the end of a period, though it can happen at any point in the cycle.

The full appointment takes around 30 minutes. Local anaesthetic gel or spray is used to manage discomfort, and the NHS advises taking ibuprofen or paracetamol about an hour beforehand.

No surgery or general anaesthetic is needed. Some cramping and light spotting in the days after fitting is normal and usually settles within a week. Neither device requires you to have had children previously.

Fertility returns immediately after removal of either device — there is no waiting period before trying to conceive.

For most women, the choice between the copper coil and the Mirena comes down to one question: are hormones acceptable or not?

The copper coil suits women who want hormone-free contraception, those who cannot use progestogen, and those who need emergency post-coital protection.

The Mirena suits women who want lighter or absent periods, those managing menorrhagia, and those using it as the progestogen component of HRT.

Both offer equivalent contraceptive effectiveness and full reversibility.

The FSRH’s May 2024 extension of the Mirena’s licence to eight years makes it a stronger long-term option than many comparisons suggest — worth knowing if the information you have found is based on older guidance.

This article is produced for informational purposes only and does not constitute medical advice, diagnosis or treatment. Clinical guidance referenced reflects published NHS and FSRH standards as at March 2025. 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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Colposcopy explained: What happens and what to expect

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Article produced in association with Spital Clinic

Each year in England, approximately three million women take part in cervical screening.

While the majority receive a reassuring result, a proportion are referred for further investigation following an abnormal finding or a positive human papillomavirus (HPV) test.

For these women, the next step is a colposcopy.

Despite being a widely performed procedure, colposcopy remains poorly understood by many of the women referred for one, often because they receive limited information between the letter of referral and the appointment itself.

What Is a Colposcopy?

A colposcopy is a close examination of the cervix carried out by a specialist gynaecologist or colposcopist.

It uses an instrument called a colposcope, a magnifying device that remains outside the body and allows the clinician to view the surface of the cervix in detail.

Unlike a cervical smear, which takes a cell sample for laboratory analysis, a colposcopy is a direct, real-time visual assessment.

The procedure is explained in detail on the NHS colposcopy page, which covers what to expect before, during and after the appointment.

Colposcopy is most commonly recommended following an abnormal smear result, a positive HPV test, or unexplained symptoms such as irregular or post-coital bleeding.

It may also be used to monitor previously treated cervical cell changes.

Why Colposcopy Is Central to Cervical Cancer Prevention

Cervical cancer is the fourth most common cancer in women globally.

According to Cancer Research UK cervical cancer data, around 3,200 women are diagnosed with cervical cancer in the UK each year.

The vast majority of cases are linked to persistent infection with high-risk HPV strains.

Critically, cervical cancer develops slowly, typically over 10 to 15 years from normal tissue through progressive cell changes classified as cervical intraepithelial neoplasia (CIN) to invasive cancer.

Colposcopy allows clinicians to identify and classify these changes before cancer develops.

The grading system for CIN runs from CIN1 (mild cell changes, often resolving without treatment) through CIN2 (moderate) to CIN3 (severe, high risk of progression). Identifying the grade accurately determines whether monitoring or active treatment is recommended.

What Happens During a Colposcopy Appointment

The procedure typically takes between 15 and 20 minutes and is carried out as an outpatient appointment without general anaesthetic.

The patient lies on a couch with their feet in supports, in a position similar to a smear test. A speculum is gently inserted to allow the clinician to view the cervix.

A solution of diluted acetic acid is applied to the cervical surface, which temporarily turns any abnormal cells white, making them visible against the surrounding tissue. Iodine solution may also be used.

If abnormal areas are identified, the colposcopist may take a small tissue sample, called a biopsy, for laboratory analysis.

This is a brief procedure and may cause a momentary sensation of pressure or cramping. Biopsy results are usually available within two to three weeks.

NHS vs Private Colposcopy

NHS colposcopy services are available following GP referral or cervical screening notification. Waiting times, however, can vary significantly by region and current service demand.

For women seeking faster access, private colposcopy is available through specialist clinics. According to RCOG guidance on cervical screening and colposcopy, timely assessment and follow-up are important components of cervical health management.

Spital Clinic, based in Spital Square in the City of London, offers private colposcopy with appointments available on short notice, including morning, afternoon and evening slots throughout the week.

The clinic also offers cervical smear testing and gynaecological consultations, allowing women to manage their complete cervical health pathway in a single setting.

After the Colposcopy: Possible Outcomes

There are several possible outcomes following a colposcopy. If no abnormality is found, the patient is typically returned to routine cervical screening.

If low-grade changes are identified, monitoring with a follow-up appointment in 6 to 12 months is usually recommended. High-grade changes, classified as CIN2 or CIN3, usually lead to treatment.

Treatment for high-grade CIN is most commonly carried out using large loop excision of the transformation zone (LLETZ), a procedure performed under local anaesthetic as an outpatient.

LLETZ has a high success rate and most women return to their usual activities within a few days.

Who Should Consider a Private Colposcopy Referral

  • Women who have received an abnormal cervical screening result or HPV-positive test and want prompt specialist assessment
  • Those awaiting an NHS colposcopy appointment and experiencing significant anxiety about the delay
  • Women with unexplained vaginal bleeding, persistent discharge or post-coital bleeding
  • Those with a personal or family history of cervical disease who want regular specialist monitoring

A colposcopy referral is not a diagnosis. It is the next step in a well-established clinical pathway that has been responsible for reducing cervical cancer rates in the UK.

The earlier abnormal changes are identified, the more straightforward the management options.

Disclaimer: This article is produced for informational purposes only and does not constitute medical advice, diagnosis or treatment.

Clinical guidance referenced reflects published NHS, NICE and RCOG standards as at March 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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