Entrepreneur
“Women feel like they are the problem”- the founder bridging the gap in menopause care
Meet the Canadian entrepreneur on a mission to redefine menopause care
Menopause can be a critical turning point for a woman’s health, both physical and mental.
Studies show that the stigma surrounding this life stage can not only impact women’s quality of life but also put their long-term health at risk. In Canada alone, more than 10 million women are currently going through the menopause.
Angela Johnson was one of them. Despite entering perimenopause at the age of 36, it took her four years to find a doctor specialised in menopause care. “I know if I hadn’t found that doctor, my career and personal life would have profoundly suffered,” she says.
Surprised by the unpredictability of this life stage and frustrated by the lack of support, Angela embarked on a journey of discovery and went on to establish sanoLiving, Canada’s first clinically backed virtual health centre for women, delivering personalised, evidence-based health and wellness services for midlife women.
Here, the Canadian entrepreneur and former IBM executive tells Femtech World why opening up the conversation around menopause could not only help women access care but empower them to live the life they envisioned for themselves.
Hi Angela, could you tell us a bit more about your background?
The first thing you should know about me and my background is that I’m dedicated to revolutionising women’s health and advocating for midlife women in the workplace. I want to see women stay in their careers they worked hard and fought for because this is a story I know all too well.
For nearly 22 years, I was an executive at IBM, working with a wide variety of global Fortune 500 clients, proposing and developing business solutions that improved their innovation, competitiveness and profitability. Towards the end of my tenure in this role, I focused on IBM global business, working directly with IBM Corporation’s Chief Innovation Officer.
In 2009, I founded my first company, Medical Confidence Inc. (now a CloudMD company), inspired by my sister, who was struggling with a rare neurological condition and was overwhelmed by the complexity of the medical system. This experience exposed a clear need for a simpler, more effective way to navigate the health system, improving continuity of care and better outcomes.
I founded Medical Confidence to help Canadians obtain timely access to the ideal care within the public health system. Today, 82 per cent of Canadian life and health insurance companies use Medical Confidence to reduce wait times by an average of 220 days and recovery times by 180 days.
Today, I am the CEO and co-founder of sanoLiving, Canada’s first coast-to-coast clinical virtual health center, specialising in delivering personalised, evidence-based health and wellness services.
What inspired you to create sanoLiving?
While I was an executive at IBM and founding my first company, Medical Confidence, I was experiencing something that every woman will go through in her lifetime – menopause. Like many women around the world, in the careers that they worked incredibly hard to secure, my symptoms were debilitating and affecting not only my personal life but my professional life at work.
I entered perimenopause at the age of 36, and my symptoms were so severe that they turned my life upside down. It wasn’t until I was 40 that I found a doctor experienced in menopause symptom management.
I know if I hadn’t found that doctor, my career and personal life would have profoundly suffered. This initial treatment plan improved my overall wellbeing for a little bit, only to have my symptoms return with post-menopausal heightened intensity later.
Despite being ahead of the rest of the world on so many other issues, Canada is still very much behind other countries regarding menopause care. Beyond covering prescription reimbursement, insurers and employers do not offer menopause care and navigation as part of their benefits packages for something all women and non-binary individuals collectively experience eventually in their careers.
All of this led me to create sanoLiving. I wanted to provide a safe space for all individuals born with a female reproductive system that has 24/7 support, is completely judgment-free, and ensures that they get access to the care they need.
How would you describe sanoLiving in a few words?
Simply put, sanoLiving is a health platform dedicated to transforming women’s, transgender males and non-binary individuals’ healthcare, especially during midlife. Our flagship service, sanoMidLife, offers personalised, evidence-based wellness services.
It’s not just about providing care; it’s about empowering women, transgender males and non-binary individuals, ensuring that their unique health needs are no longer overlooked or underserved.
What makes sanoLiving different?
sanoLiving sets itself apart as a virtual, AI-driven health platform developed and operated by seasoned multidisciplinary clinicians and executives. Our AI virtual assistant, Sano, utilises advanced natural language processing, personalised by our clinical team. This ensures each sanoMidLife client receives a personalised healthcare experience.
Sano expertly guides clients through menopause assessments, educates them about symptoms and wellness, schedules appointments, and keeps them motivated with customised content. As well as providing proposed care plans for our sanoMidLife clinical team to review. With our innovative AI, we’re making high-quality healthcare more affordable and accessible.
Another uniqueness is our dedicated team of multidisciplinary clinicians who focus on individualised care. This approach offers a continuity of care and trust that is rare in virtual platforms.
For women, transgender males and non-binary individuals exploring menopause hormone therapy, building rapport with a consistent familiar healthcare team is invaluable, a stark contrast to the impersonal nature of meeting a new online clinician each time.
A lot of the work that you do involves raising awareness around menopause. How has the lack of awareness around this topic impacted women historically?
One only needs to look at the data about women and menopause in the workplace to see how greatly women have been impacted historically by the lack of awareness and government policies.
A Lean In and McKinsey study revealed that two women depart from their companies for every woman promoted to the director level. Menopause Foundation of Canada released a study in October that showed menopause-related absences cost the Canadian economy CAD$3.5bn annually. In the US, that number looks more like US$26.6bn, according to a Mayo Clinic study.
There is a pressing need to address the dismissed health challenges that women encounter during the 20+ years of perimenopause, menopause, and post-menopause.
In Canada, nearly half of our workforce are women, and 100 per cent of those women will experience the menopause transition at some point in their careers. Of these women, 95 per cent will experience symptoms, three in four will report symptoms impacting their daily life and ability to function, and 10 per cent will take a leave of absence or leave the workplace entirely as a result of these symptoms.
How has this lack of awareness impacted you as a founder in the menopause space?
While a lack of awareness exists, the good news is that safe, clinically validated treatments are available. The problem is very few individuals and health practitioners know these treatments exist. And that makes our job at sanoLiving trickier.
We need to find and work with trained and experienced clinicians in women’s midlife health. Finding these clinicians and connecting women to them to get the care they need is exponentially harder than if we were treating other health conditions that are more accepted and talked about in society.

Angela entered perimenopause at the age of 36
Did you know that a Social Science & Medicine study found that 58 per cent of analysed medical textbooks used worldwide had no reference to menopause? Think about that for a second. There’s also a shocking lack of education and minimal training in medical school on menopause and women’s midlife health, which results in many doctors being ill-equipped to offer effective treatments.
Each year, more than 300,000 Canadian women aged 40-60 will leave their full-time careers due to menopause symptoms, resulting in the most common and extended medical leaves (mental health, chronic pain, sleep disorder), especially among women over 45.
Providing quality menopause health services will not only reduce these prolonged absences but also reduce the increased risk of heart disease, osteoporosis, diabetes, genitourinary syndrome of menopause and mental illness.
What obstacles have you encountered?
We’re actively addressing diversity within our team, advisory board, and clinician group. Prioritising this from the outset, we’re engaging with women of colour, indigenous women, and the transgender and non-binary community to ensure their voices are as prominent as ours in shaping sanoLiving.
Recognising Canada’s vast rural areas, which have limited access to health services such as mammograms and pelvic floor exams, we actively seek representatives from these communities to address the lack of easy access to women’s health services.
Another obstacle we have faced is finding clinicians with the experience and training in treating menopause. Prior to 2002, 40 per cent of women were taking hormone therapy. Following the release of a study by the Women’s Health Institute that was poorly interpreted to lead women and clinicians to believe that hormone therapy was unsafe, that number dropped significantly.
Overnight, prescriptions and access to treatments were turned off entirely. That deep-rooted fear created by that interpretation? It still exists in clinicians today, but what we’re not talking about is that while hormone therapy does carry some added risk for blood clots, stroke and breast cancer, these risks are very small.
Lifestyle factors such as lack of exercise, alcohol intake and weight gain after menopause can also have an impact on your risk of developing breast cancer, but no one is talking about that.
Another significant challenge we face is the scarcity of clinicians with expertise in menopause, a specialty that witnessed a downturn post-2002 due to misinterpretations of “the” Women’s Health Institute study. These misconceptions continue to influence clinicians’ perceptions of hormone therapy, often neglecting its relatively minor risks compared to lifestyle factors.
I recently attended the Canadian Menopause Society Conference, the first since the pandemic. Though it set a record for attendance, the number of attendees was modest compared to the 48,000 general practitioners and nearly 700 gynecologists in Canada. This highlights the need for broader engagement and training in this crucial area.
Lastly, fundraising for our femtech company in its seed stage is a challenge shared by many female founders, particularly in the current economic climate.
As you well know, femtech, as a sector, receives a disproportionately small amount of funding, including government non-dilutive funds. This scenario necessitates a creative and compelling approach in showcasing our project’s potential and value to attract the essential investment needed for growth and development.
What were some of the lessons you have learned on this journey?
The first lesson I learned is that I did not realise how hard it is to get people to act. You start having conversations with decision-makers and clinicians, and the discussion always seems to lead to policies and accommodations. That the solution is government and workplace policies and accommodations.
No one seems to default to what impact it would have if we started by providing women with the care and access to clinicians they need. And if they do, by chance, bring up access to care, historically, there is a serious lack of follow-through when it comes to actually providing women with the midlife health services that they need.
Current champions of menopause in the Canadian workplace are focused on limited education, policies and accommodations, not access to care. Many women have shared with me that they almost feel like they’re to blame when they learn about these initiatives. Like they are the problem. Think about the word accommodation – the word itself makes us feel like we’re the problem; something needs to be done about our problem.
We need to speak in a supportive language that will empower women while giving them the necessary tools. Yes, some will need accommodations, but why are we talking about accommodations and policy first rather than access to care?
My biggest fear is that if we stop at accommodations and policies, women are going to revert underground even further and not talk about their symptoms or needs. This will be out of fear that if they do, they will be overlooked for opportunities for career advancement. And sadly, their fear will be well-rooted.
I am building sanoLiving to give women access to care so that they can return to the life they envisioned for themselves. The life they designed for themselves. That’s my biggest drum that I have picked up on this journey and that I’m trying to beat. And if I’m going to go down with something on my tombstone, that’s what I want it to be.
How do you think we could start opening up the conversation around menopause and educating people on this?
By providing our AI assistant, “Sano” free to women, transgender males and non-binary individuals, we’re creating a confidential, safe no-judgement environment for them to ask questions and receive accurate, clinically validated answers. We are saving them from the hassle and time of spending hours sifting through online information, which can often be misleading.
Our goal is to empower them with trustworthy information, enabling them to advocate for their health. This is our way of opening up the conversation so that they are equipped to have an in-depth discussion with their clinician. And when their clinician refuses to do their blood work because they’re afraid there will be findings they won’t know what to do with, they’ll know that is unacceptable. And I know women who are experiencing this exact scenario right now.
Educated and empowered women and individuals are a powerful force. When one woman gains access to scientifically-backed information about menopause or midlife health and shares it within her social circles, the impact multiplies.
There’s a strong, informal network among women where we exchange information and experiences. By feeding this network with credible knowledge, we’re helping individuals and fostering a broader, community-wide understanding of menopause.
How about accelerating innovation in the menopause space?
First and foremost, the work Femtech World is doing right now by sharing stories about companies focusing on women’s health technology is helping to accelerate innovation. Many of the companies featured on Femtech World have innovations and products we could collaborate on to make a more significant impact.
Bringing awareness to these companies helps us connect, and we can explore how integrating and partnering with each other can enable us to do even more.
Lastly, I want to point out that we are not in our little silos as countries. Many countries around the world, such as the UK, Australia, New Zealand, and the US, have made strides in ensuring women can get access to the care they need for their midlife health. We can learn from these countries, and their work can reduce our learning curve and give women access to care sooner rather than later.
Angela Johnson is the co-founder and CEO of sanoLiving, a Canadian women’s midlife virtual health centre.
Entrepreneur
Who will be crowned Startup of the Year?
Femtech World is continuing the search for a company to be crowned Startup of the Year.
The award is one of 10 to feature at the third annual Femtech World Awards.
The Startup of the Year Award celebrates an early-stage company making a bold impact in women’s health through innovation, vision and execution.
The winning startup will have demonstrated strong potential to transform care, accessibility, or awareness in women’s health with a scalable solution.
Consideration will be given to innovation, market traction, inclusivity, impact and the ability to address unmet needs.
The award is sponsored by Future Fertility.
The company is transforming fertility care with AI-powered solutions that close critical information gaps along the IVF journey.
Its clinically validated, non-invasive tools analyse oocyte images to predict each egg’s reproductive potential, supporting decision-making across key pathways: VIOLET™ for egg freezing, MAGENTA™ for IVF-ICSI, and ROSE™ for donor programmes and egg banks.
These reports deliver personalised insights into egg quality and ploidy potential, empowering patients and clinicians to make more informed decisions regarding next steps.
Today, Future Fertility’s technology is used in more than 300 clinics across 35+ countries.
Developed with the world’s largest oocyte image dataset linked to reproductive outcomes, Future Fertility’s AI models generate quality scores that not only guide treatment planning and manage expectations, but also serve as objective, actionable KPIs for labs—driving improved outcomes and transparency in fertility care worldwide.
The awards are free to enter, with winners receiving a trophy and an interview with Femtech World.
Find out more about the awards and enter for free here.
Wellness
SheMed raises €43m to scale UK operations
London-based women’s health platform SheMed has raised €43m to expand its UK operations and further develop its personalised healthcare platform.
The company, founded by sisters Olivia and Chloe Ferro in April 2024, will use the investment to scale its medical and technology teams, strengthen clinical infrastructure and enhance its data-driven systems.
SheMed offers weight management programmes using GLP-1 drugs — treatments that mimic a natural hormone regulating blood sugar and appetite — alongside wellness tracking and 24/7 support through its digital platform.
Olivia Ferro, co-founder and chief executive of SheMed, said: “For more than a decade, I searched for answers to an undiagnosed health issu.
“As a GLP-1 patient myself, I know how transformative the right diagnosis and treatment can be.
“We built SheMed to give women the personalised support I struggled to find: care that listens, understands and empowers.”
The funding comes amid a broader wave of investment in UK and European health technology, particularly in preventative care and women’s health.
Other UK-based companies in similar areas have also raised significant sums this year, including Numan, which secured €51.6m to expand its digital healthcare platform into female health, and Hormona, which raised €7.8m for its AI-driven hormone health tracking solution.
Related UK ventures such as Perci Health and CoMind have also attracted new funding for personalised, data-led healthcare models.
According to analysis by EU-Startups, UK start-ups have raised about €14.7bn so far in 2025, signalling strong investor confidence in the country’s innovation sector.
The new investment will also fund SheMed’s research and patient-experience initiatives, aimed at improving access to personalised care for women across the UK.
Later this month, SheMed plans to publish results from what it describes as the first female-focused GLP-1 clinical study.
The findings are expected to reveal how GLP-1 medications affect women’s hormonal and metabolic responses, helping to refine future treatment approaches.
News
How femtech can navigate the EU medical device and AI rules
By Xisca Borrás, Partner – Life sciences regulatory and Ellie Handy, Senior Associate – Life sciences regulatory, Bristows
As femtech is intrinsically linked to health needs, a key question for femtech products is whether they are regulated as medical devices or merely consumer products.
Additionally, many femtech products are embracing the use of artificial intelligence (“AI”).
Therefore, another key question is whether products using AI will be regulated as “high-risk” AI systems under the EU’s new AI legal framework.
This article looks at when femtech apps and software qualify as medical devices in the EU and how the medical device and AI legal frameworks interact.
What is a software medical device?
The definition of “medical device” in the EU’s Medical Device Regulation 2017/745 (the “EU MDR”) includes software, used alone or in combination, that is intended by its legal manufacturer for a medical purpose.
These medical purposes are listed in the EU MDR and include (amongst others):
- diagnosis, prevention, monitoring, prediction, prognosis, treatment or alleviation of disease;
- diagnosis, monitoring, treatment, alleviation of, or compensation for, an injury or disability; and
- control or support of conception.
The legal manufacturer is the person that puts their name/branding on the device, and takes responsibility for it.
Whether software is considered a medical device will depend on whether the manufacturer states it has a medical purpose in the relevant documentation/materials.
The EU MDR defines intended purpose as “the use for which a device is intended according to the data supplied by the manufacturer on the label, in the instructions for use or in promotional or sales materials or statements and as specified by the manufacturer in the clinical evaluation” [emphasis added].
What is the test for qualifying as a medical device in the EU?
There is a selection of guidance documents that can assist you in determining whether a product should qualify as a medical device.
We summarise some of the key guidance below:
- MDCG 2019-11 rev.1
Under the EU MDR, the Medical Device Coordination Group (“MDCG”) has published guidance on the qualification and classification of software as a medical device.
It sets out five decision steps to help determine if a piece of software is a medical device in the EU. The steps are:
- Step 1: Is the product software?
- Step 2: Is it standalone software (e.,it is not an accessory nor driving/influencing the use of a hardware device) and does it not fall within Annex XVI[1]?
- Step 3: Is it performing an action on data beyond storage, archival, communication, simple search or lossless compression?
- Step 4: Does it act for the benefit of an individual patient?
- Step 5: Does it have a medical purpose (as set out in the medical device definition)?
If the answer to all five questions is yes, it will qualify as a medical device.
In this case, manufacturers will have to ensure they comply with the pre-market requirements set out in the EU MDR before they can place the software medical device on the market.
Notably, they will need to set up a qualify management system, compile a technical file, undergo the appropriate conformity assessment and affix a CE mark.
Importantly, the manufacturers would also need to consider post-market requirements, such as having a post-market surveillance system and undertaking post-market vigilance.
- Other relevant guidance
The MDCG has also published a Manual on borderline and classification of medical devices under the EU MDR.
Additional sources of guidance may also be available from national competent authorities.
The legal manufacturer could also look at examples of other products already on the market to see how they are regulated (e.g. looking at EUDAMED).
Although, we would caution anyone relying too heavily on the regulation of other products as there is no guarantee they are compliant.
What if you’re not a medical device?
If the software does not qualify as a medical device, the product will not have to comply with the EU MDR.
However, the manufacturer should be careful about how it promotes its product and the claims it makes about it because, as discussed above, a medical device is defined based on the manufacturer’s intended purpose.
Let’s take the example of a mere period app.
Using it for logging period dates, tracking ovulation, and predicting future cycles has no medical purpose and is therefore not a medical device.
However, if its manufacturer recommends this piece of software for contraception and/or to support conception it will suddenly have a medical purpose and so, it would qualify as a medical device.
As such, the manufacturer would either have to bring the device into conformity with the EU MDR or take action to change the promotional materials to remove the medical claims.
Interaction between medical devices and AI legal frameworks
Under the EU MDR, devices are assigned risk classifications.
For the lowest risk devices (Class I medical devices), the manufacturer can self-certify compliance with the EU MDR prior to the product being placed on the market or put into service in the EU.
However, high risk devices (Class IIa or above medical devices) must undergo a third party conformity assessment carried out by a notified body.
Notified body conformity assessments require a detailed review of the manufacturer’s quality management system, technical documentation, systems and procedures.
The process will often take more than a year to complete.
Additionally, manufacturers have to grapple with ongoing burdens such as vigilance and post-market surveillance.
Under the EU MDR, most software as a medical device will be classified as a Class IIa or above.
Like the EU MDR, the EU’s Regulation (EU) 2024/1689 (the “AI Act”) also distinguishes between AI systems that pose different levels of risk.
The AI Act imposes onerous obligations on “high risk” AI systems, including in relation to accuracy, transparency, risk management, data quality and governance, and human oversight.
Although there is some overlap between the EU MDR and AI Act requirements, many are new AI-specific obligations.
These pose a significant additional regulatory burden, increasing the complexity and cost of compliance for stakeholders.
Notably, the risk classification of an AI system that is itself, or is included in, a medical device is linked to the device’s classification under the EU MDR. Under the AI Act, AI systems are classified as “high risk” systems if:
(a) the AI system is a safety component of a medical device or the AI system itself is a medical device; and
(b) the medical device is required to undergo a third-party conformity assessment under the EU MDR.
Therefore, low risk medical devices (i.e., Class I medical devices) that are self-certified cannot be “high risk” AI systems.
Whereas, any device that requires a notified body to perform its conformity assessment will be a “high risk” AI system, and so will be subject to the additional AI Act requirements.
Unfortunately for those wishing to avoid the “high risk” AI system requirements, there are relatively few Class I devices under the EU MDR.
Therefore, the majority of medical devices that are an AI system or have an AI system as a safety component will qualify as a “high risk” AI system.
One notable example of a Class I device is software intended to support conception by calculating the user’s fertility status based on a validated statistical algorithm.
If this kind of software medical device is also an AI system, it would not be classed as a “high risk” AI system, so it would not be subject to the more onerous requirements in the AI Act.
However, the manufacturers of these devices would need to carefully consider any product developments that add additional functionality, as this can impact the risk classification of the product under both the EU MDR and AI Act.
For example, if the manufacturer added functionality to the Class I device so it could also be used as a means of contraception, it would become a Class IIb medical device and would need a third party conformity assessment.
In turn, as the software is also an AI system, this would mean the AI system would be considered “high-risk” and be subject to additional regulatory requirements under the AI Act.
Whilst AI has the potential to provide tremendous benefits for femtech, it also triggers additional complexity that can be time-consuming and costly to navigate.
It is important to get it right in terms of compliance in order to maintain consumer trust, avoid regulatory penalties, and pave the way for long-term success and viability.
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