Menopause
“There is a huge need for both support and education about women’s health”
By Afua Basoah, Head of Health Strategy for RAPP UK

For generations, women have lived with health and care systems that are mostly designed by men, for men.
Despite representing 51 per cent of the population, women are still significantly underrepresented in clinical trials and research. This has meant that not enough is known about conditions that only affect women, or about how conditions that affect both men and women impact women in different ways.
This gender gap contributes to worse health outcomes for women, with much less known about female health conditions than those that also or only affect men. In the UK, women have a longer life expectancy than men, with life expectancy at birth being 83.1 for women and 79.4 years for men in 2017 to 2019. However, women in the UK spend a greater proportion of their lives in ill health and disability.
In summer 2021, the UK government opened a consultation process to inform the development of a national Women’s Health Strategy. The ambition is to build a health system that better understands and is, therefore, responsive to the realities and needs of women throughout their lives.
There is a huge need for both support and education about all aspects of women’s health. Personalised, accessible and delivered in a way that evolves as their lives change. As women’s healthcare becomes an increasing priority, the femtech industry is rising to meet the challenge. The industry has already demonstrated impressive early wins and with appropriate access to funding, greater disruption could be ahead.

Afua Basoah, Head of Health Strategy for RAPP UK
In 2019, the femtech industry generated $820.6m in global revenue and received $592m in venture capital investment. Femtech pioneers, many of whom are female-founded, have benefited from cultural shifts, sparked by events such as the #MeToo movement, a growing interest in diversity and inclusion and pandemic-related digital acceleration.
While the US accounts for the lion’s share of femtech startups, the UK comes second in a market predicted to be worth in excess of $75.1B (£60.7B) by 2025. The industry represents a broad range of companies that are focused on developing technology aimed at improving women’s health and wellbeing that tend to fall into four categories: healthcare and diagnostics, reproductive health, pregnancy and family care and general health and wellness.
Of these, reproductive health, pregnancy and family care currently dominate the market and according to a recent McKinsey report “there are still significant white spaces” for growth.
The disruption in this space is driven by the need to create inclusive, individualised experiences that meet the unique identities, values and personal needs of women. The one size fits all approach has been sized out.
“The ability to understand the whole woman – her genetics, aspirations, experiences as well as unmet her health needs, provides an opportunity to holistically signpost the right solutions that takes her on a journey that touches every aspect of her well-being”.
Here, Idia Elsmore Dodsworth, co-founder of the AI-based reproductive health monitoring app, Tinto, has highlighted the fact that there is a real shift towards ‘well-care’ versus ‘sick-care’ in the femtech space.
Embedding AI into their own product has helped ensure granularity of data inputs that allows for “super-tailored” content that empower users to manage their health as seamlessly and effortlessly as with other aspects of their lives, and on their terms.
Below are a selection of femtech organisations to keep an eye on:
Founders: Dr Hannah Allen and Idia Elsmore Dodsworth
Year founded: 2019
Total funding: Undisclosed seed funding
As a provider of AI-based software solutions for reproductive health monitoring, the mission of the Tinto app is to nurture women through modern motherhood, enabling mothers to understand the full picture of their wellbeing, and to build a network through meaningful connection and proactive, personalised guidance.
The company offers a mobile app that allows users to communicate with health and wellbeing providers. It provides a curated online community where members can access information and advice from like-minded women going through similar challenges. It also provides online articles regarding baby health, women’s health and topics beyond motherhood.
Founder: Tania Boler
Year founded: 2013
Total funding: £116m
Elvie is a London-headquartered firm that manufacturers technology hardware for women. The first product by the company was the Elvie Trainer, an app-connected Kegal trainer. Followed by the Elvie Pump a quiet, wireless electric pump.
Last September it closed £70m in its Series C funding round to continue diversifying its product range.
Founders: Andrea Berchowitz and Dr Rebecca Love
Year founded: 2020
Total funding: £11.2m
London-based Vira Health focuses on women’s healthcare and improving the gathering and use of female data in healthcare.
Its first product is a menopause subscription app called Stella which guides women through menopause with tailored treatments based on the users’ symptoms.
Last month Vira Health raised £9m in a funding round to add new features to its menopause app, including telehealth and prescriptions.
Founder: Kim Palmer
Year founded: 2017
Total funding: £1m
Clementine is a mental health app for women that uses hypnotherapy to lower stress levels and build confidence. In the subscription-based app there are sleep sessions, confidence courses, anti-anxiety courses and mantras.
The app was created after founder Kim Palmer suffered with panic attacks during pregnancy. Earlier in the year, Clementine partnered with singer and songwriter Becky Hill to encourage young people on a journey to self-care.
Headquartered in London, Clementine raised $1.3m (£1m) in its seed funding round in October 2020.
Because women are not just consumers but the primary healthcare decision-makers for themselves and often for their families, better health outcomes for women can lead to better outcomes for society.
In sickness and in health, at RAPP we stand up for individuality to co-create better outcomes for all. We leverage deep understanding of the realities, values and intersectional identities creates personalised and connected brand experiences that drive healthier outcomes. We believe that predictive, preventive and inclusive health is enabled by creativity, behavioural science, data and technology.
Menopause
More research needed to understand link between brain fog and menopause, expert says

Brain fog in menopause is common but still poorly understood, with researchers calling for more work to explain the link and how best to support women.
For a new perspective article published in The Lancet Obstetrics, Gynaecology, & Women’s Health, researchers based in the UK and Australia reviewed the evidence on menopause-related cognitive symptoms. They found that symptoms such as forgetfulness, reduced concentration and brain fog are common during the menopause transition, but are still poorly recognised and under-researched.
More than two-thirds of women report difficulties with memory or concentration over the menopause transition. Multiple factors may contribute to these cognitive symptoms, including hormonal changes, sleep disturbances and psychological and psychosocial stress. Yet, because cognitive symptoms are not widely discussed, they can cause considerable worry, with some fearing they are signs of dementia or undiagnosed neurodevelopmental conditions.
The review paper emphasises that overall cognitive performance for women experiencing menopause-related brain fog typically remains within expected ranges and, importantly, that cognitive symptoms are not linked to an increased risk of dementia.
Professor Aimee Spector of UCL Division of Psychology and Language Sciences, co-author on the paper, said: “Cognitive symptoms such as forgetfulness and ‘brain fog’ are incredibly common during menopause, yet they are often overlooked. Our findings highlight just how complex menopause-related cognitive symptoms are, and how much we still don’t know about what drives them. More targeted research is essential if we are to identify which biological, psychological or lifestyle factors contribute most, and what types of support or treatment are likely to be effective.”
The authors argue that clinicians can play a key role in understanding and validating women’s experiences by asking about the duration of cognitive symptoms, impacts on day-to-day functioning and any other medical or psychosocial factors that could be contributing to cognitive symptoms.
The review also discusses a range of approaches that may ease cognitive symptoms, such as improving sleep quality, engaging in regular aerobic exercise and eating a balanced diet. There is also little but promising research into the impact of psychological therapies targeting cognitive symptoms, with a recent meta-analysis of three cognitive behavioural therapy-based studies showing significant improvements in memory and concentration. The evidence is more mixed for the benefits of hormone therapy on cognitive symptoms during menopause.
The authors identify cognitive symptoms as a major area of unmet need in menopause research. They call for a unified definition of menopause-related cognitive changes and for prospective, longitudinal studies that can track women from pre- to post-menopause. Better understanding of the biological, psychological and social factors that contribute to cognitive symptoms will be crucial for developing effective treatments.
Lead researcher Dr Caroline Gurvich of Monash University said: “There’s a lot of pressure to use objective measures of cognitive decline, like a memory test, for example, in a clinical trial, but the key symptom of brain fog is a subjective experience. So having a definition that acknowledges the key cognitive symptom is critical.”
This is not without precedent – we already use subjective or self-report measures for depression, anxiety and other mental health conditions with great success.
Dr Gurvich said the proposed definition would also validate women’s individual experiences while empowering them through the reassurance that any objective decline in their cognitive ability is subtle.
She added: “This is a decrease in cognitive or learning efficiency, not functionality or capacity. For many women, the perception they are losing capacity is what drives them to stop work or lose the confidence to live fulfilling lives during and after menopause. I hear all the time from women who have gone through menopause that validation would have made a significant difference to their resilience and the approach they took to living with menopause.”
Co-author Professor Martha Hickey of the University of Melbourne and Royal Women’s Hospital said: “Our analysis of the best available research shows that many women experience some degree of cognitive symptoms, such as brain fog, during the menopause transition.”
“But there’s a lack of long-term data, which means that there’s a gap in our knowledge about how the brain fog symptom develops and changes from peri-menopause to after menopause ends. It’s a real gap in our understanding.”
Professor Spector added: “We increasingly see women, typically at the peak of their careers, losing confidence in the workplace, often translating to leaving work or reducing work hours. Having simple strategies to support and retain them at work is also a broader economic issue.”
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