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Women’s health is not niche: It’s the future of healthcare

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By Melissa Wallace, CEO & Founding Partner of Fierce Foundry

Just a few years ago, so many conversations around women’s health in the U.S. felt like they were still just making the case for why investment mattered. Panels, white papers, TED-style talks pointed to under-funding, data gaps, structural bias. But something has shifted. Across healthcare and investment communities, the tone now is more about when, not if,  and increasingly how.

A compelling indicator of this shift arrived in early August, when the Gates Foundation announced a $2.5 billion commitment to advance women’s health research and development through 2030, fixing its spotlight on long-neglected areas such as menopause, heavy menstrual bleeding and endometriosis. (Reuters) Paired with this, industry commentary emphasises that med-tech devices specifically for women are gaining investor interest at a notable pace. (Medical Device Network)

This sort of capital commitment and investor signal was rare even just a couple of years ago, it underscores a rising belief that women’s health is not just a moral imperative, but a strong market opportunity with measurable returns.

The momentum is palpable here in the U.S.: deficits in research and care persist (for example, women’s health startups captured a record ~$2.6 billion in venture funding in 2024, up from ~$1.7 billion in 2023). (BioPharmadive) And while the sector remains under‐capitalized overall (some reports suggest only ~2% of healthcare investment goes to women’s‐health solutions) (Morgan Lewis) the trajectory is unmistakable.

What’s causing the flip?

  1. From niche to mainstream: The definition of “women’s health” is expanding in the U.S. It’s no longer just fertility or gynecology, it now encompasses perimenopause, longevity, autoimmune conditions, cardiovascular issues in women. “We’re finally seeing women’s health shift from the under-invested side-line to an innovation category that VCs believe can outperform,” said Raysa Bousleiman, Senior VP for Investor Coverage at Silicon Valley Bank.
  2. Data gaps turning into data opportunity: For decades, women’s biology, hormonal cycles, mid-life transitions were under-researched. That created both risk and opportunity. Today, tools such as AI, advanced imaging and genomics are closing those gaps. One insightful analysis argued that AI could fundamentally reshape women’s health by tackling “data deserts, bias, and gaps.” (World Economic Forum) Investors increasingly see that the business case is real, not just the moral one. The report “The WHAM Report” frames women’s health investment as “a pathway to societal impact, economic resilience and sustainable growth.”(Wham Now)
  3. Exit and scale signals: The proof of performance is emerging. In the U.S., scale players are projecting women’s health lines hitting milestone revenues. In Europe, a company raised hundreds of millions targeting ovarian cancer and perimenopause. These “top-of-the-chain” moves may feel distant to early-stage founders, but they shift perception fundamentally: women’s health is not a boutique play, it’s investable, scalable, strategic.
  4. Shift in investor mindset: No longer is women’s health simply a “good cause”; it’s a growth category. Fund managers are citing track records, asking to raise dedicated funds, deploying dollars not just to be socially responsible but to achieve outsized returns. That shift changes how founders engage, what boards expect, what exits look like.

Still, we must be candid: founders in this space continue to face headwinds. For example, one founder, Valentina Milanova of Daye, shared the frustrating anecdote: “I’ve had investors ask me why our tampons have string on them.” That kind of query signals bias, not just about product design, but about the perceived seriousness of the category. Her pragmatic advice to early-stage founders: consider grant funding, especially in Europe, as founder-friendly capital that can help bridge to private investment.

What does this all mean for U.S. organizations and the broader ecosystem?

For healthcare organizations: The signals are clear. Women’s health is moving from underserved nic­he to strategic priority. In the U.S., institutions and health systems that double-down here now may gain first-mover advantage, whether by building multidisciplinary women’s health centres, partnering with innovative startups, or harnessing data insights tailored for women. The business case is sharper than ever: women make up 51 % of the population, drive ~80 % of healthcare decisions, and still face care gaps. (Wham Now)

For investors and founders: This is a moment. The conversation is no longer simply “why invest in women’s health” but “how to invest in women’s health at scale”. Founders should be ready to show performance, not just potential. Investors should demand sex-disaggregated data, metrics beyond fertility, and a broader view of women’s life-course care. The heavy lifting remains but it’s now being valued.

For the market at large: The under-served areas are many perimenopause, mid-life wellness, autoimmune conditions in women, hair loss, anorectal care, longevity for women, all of which were once sidelined. That white space, combined with rising capital and broader recognition, fuels a powerful market dynamic.

The story of women’s health is being rewritten. Where once the conversation focused on why, today it increasingly focuses on how. The category is shifting toward performance, scale, credibility. For healthcare organizations willing to commit whether via partnerships, internal innovation or capital deployment, this is not just a mission. It’s a strategic opportunity. And the message is resonating: women’s health is not an afterthought anymore. It’s one of the fastest-growing, most under-leveraged frontiers in healthcare.

Mental health

Women over 40 seeking raves for mental health benefits

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Women over 40 are seeking raves for mental and physical wellbeing, with a study suggesting the benefits go beyond nightlife.

The findings challenge the idea that nightlife and electronic dance music events are mainly for younger people.

Published in Psychology of Music, the study focused on the common misconception that nightlife is only for younger audiences.

Researchers surveyed 136 female clubbers aged 40 to 65 about their experiences at electronic dance music events.

The study, carried out at the University of Leeds in England, found women reported mental and physical wellbeing benefits from attending these events.

Seeing favourite DJs was the most common motivation, but many women also described dancing as a way to relieve stress and find emotional support.

The research found that 65.9 per cent of participants described attending a rave as “spiritual”, while 62.9 per cent said it offered an escape from everyday life.

A further 58.3 per cent said they felt like a different version of themselves in a club environment.

Nine in ten participants said they felt at home at electronic dance music events, with many pointing to a shared passion for music and the sense of community around it.

The study also suggested physical fitness played a role, with some women saying they had made clubbing part of their regular exercise routine.

However, the findings also highlighted challenges for older women in nightlife spaces.

One fifth of participants said they felt visibly out of place because of their age.

Nearly half reported unwanted physical contact, leading some to seek out different venues or attend only with friends.

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Wellness

WUKA brings Period-Positive Pool Party to London Aquatics Centre to keep girls swimming through puberty

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This summer, WUKA and triple Olympian Hannah Miley MBE are bringing their Period-Positive Pool Party to London Aquatics Centre with one clear mission: to prove that periods should never keep anyone out of the water

At a time when 84 per cent of teenage girls in the UK say their interest in sport declines after starting their period – and nearly 70 per cent report skipping sports or swimming due to menstruation – WUKA’s immersive community event is tackling one of the most overlooked barriers to girls’ participation head-on.

WUKA’s Period-Positive Pool Party was created as a safe, inclusive space for teens to swim on their periods with confidence.

Following a series of sold-out events across the UK, including Eastleigh and Stonehaven in Hannah Miley’s hometown of Aberdeen, the London-based Olympic venue is a result of growing demand from teens and parents seeking supportive, stigma-free spaces to stay active during menstruation.

Why This Matters?

For many young people – particularly those who are not ready to use tampons due to age, comfort, cultural reasons, or parental guidance – swimming during their period can feel inaccessible.

WUKA’s period swimwear offers an alternative designed to provide comfort, coverage, and confidence, helping ensure that periods don’t mean sitting on the sidelines.

The new one-hour London takeover combines swimming, education, and empowerment in one of the UK’s most iconic sporting venues.

Breaking The Stigma While Making A Splash

So much more than a product event, WUKA’s Period-Positive Pool Party is a fully immersive experience featuring a DJ-approved summer playlist, inflatable pool installations, and professional underwater photography capturing barrier-free swimming moments. Every teen will also receive a curated £80 wellness goodie bag, including free WUKA swimwear.

But more than anything, they’re about freedom, confidence, and belonging, ensuring the confidence to swim, period, or not, continues long after they leave the water.

Hannah Miley MBE says: “Being an athlete taught me that your cycle isn’t a weakness, it’s just something to manage.

“Partnering with WUKA for this Pool Party is about showing young swimmers that with the right support and the right kit, they don’t have to press pause on their lives or their sport because of their period.”

WUKA Founder Ruby Raut says: “This is about more than a pool party – it’s about changing what inclusion in sport actually looks like.

“Too many girls step back from swimming and physical activity because of period stigma or lack of options.

“Through community-led events like this, we’re breaking barriers, building confidence, and making sure no one feels excluded from sport because of their cycle.”

Saturday 30th May 2026 | 5–6pm | London Aquatics Centre

Want to join the pool party? Follow this link to buy your tickets

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Pregnancy

App tracks heart risk after high-risk pregnancies

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A recent study developed a new “digital companion” to support the prevention and follow-up of maternal cardiovascular risk in women with pregnancy complications.

Cardiovascular disease, or CVD, is the leading cause of premature death and illness in women, yet sex-specific causes remain understudied and women are underrepresented in research.

Pregnancy complications, including hypertensive disorders of pregnancy, or HDP, and gestational diabetes mellitus, or GDM, are strong predictors of future CVD, with pregnancy itself acting as a natural stress test.

Despite CVD accounting for 35 per cent of female deaths worldwide in 2019, systematic postpartum prevention remains limited in practice and incidence continues to rise.

Myocardial infarction, commonly known as heart attack, and stroke are the main fatal CVD events in women. Up to one-third of women develop hypertension within a decade after HDP, especially as maternal age rises.

Obstetric guidelines have historically lacked clarity on early CVD prevention after HDP and GDM, often relying on expert consensus rather than evidence.

Some cardiology guidelines now recommend personalised approaches, such as periodic hypertension and diabetes screening. Norwegian guidelines recommend cardiovascular risk evaluation at three months and one year postpartum, but adherence in practice is uncertain.

Effective risk reduction requires intervention before middle age. The immediate postpartum period following HDP or GDM is a critical window for early detection and intervention, offering an opportunity to engage women in cardiovascular health management, particularly as pregnancy can encourage long-term lifestyle awareness.

Electronic health, or eHealth, refers to the use of digital technologies and electronic communication tools to support healthcare services, medical information management and related health activities.

Systematic, eHealth-supported postpartum prevention can improve maternal health literacy and long-term cardiovascular outcomes.

However, there is a significant gap in targeted, eHealth-based postpartum interventions for cardiovascular risk management after HDP and GDM, despite strong patient demand and international calls for coordinated digital health strategies.

Home blood pressure monitoring shows promise, but broader digital support remains limited.

A cardiovascular postpartum follow-up programme was created as a mobile app based on Norwegian and international guidelines.

The MumCare app was developed through co-creation involving users, stakeholders and clinical experts. Five qualitative interviews and 10 user testing sessions informed improvements.

This study primarily analysed the iterative co-creation process used to develop the app, rather than evaluating clinical outcomes.

The MumCare project team in Oslo included an IT expert, obstetricians, a midwife, a GP, two sociologists and two cardiologists, all with relevant experience in eHealth and women’s health. A medical student with technological and medical expertise also helped turn ideas into app features for young women.

User representatives from two national patient associations contributed to information, recruitment, design and testing of the MumCare app.

Both associations provided user perspectives and took part in interviews and app testing. Additional users with HDP or GDM at Oslo University Hospital were also involved throughout the co-creation process.

The app’s digital infrastructure prioritises security and privacy, using encryption, de-identification and two-factor authentication.

User data is stored securely on the app and, for research purposes and with consent, on a dedicated University of Oslo server in line with GDPR and Norwegian regulations.

A linear Stage-Gate model structured the co-creation process, dividing it into phases with quality checkpoints reviewed in project meetings.

This approach balanced internal development with external user feedback, helping ensure the app is evidence-based, technically robust and user-centred.

The MumCare app guides postpartum women through tracking blood pressure, weight, physical activity and lab results, and provides personalised feedback to support self-management, mainly during the first postpartum year.

It also includes educational resources such as videos and guideline-based information to support understanding and engagement.

The app is also designed to support the transition from specialist pregnancy care to long-term follow-up with general practitioners.

It is described as a “digital companion” or health coach and does not replace clinical diagnosis or function as a medical device.

The co-creation process followed four phases focused on technical and procedural development.

In phase 1, input from expert organisations and user representatives established the app’s technical foundation.

It also reminds users of the one-year postpartum follow-up with their GP, a key time to assess risk factors and future care needs.

User organisation representatives gave feedback in phase 1, directly guiding content and feature development.

Phase 2 interviews confirmed that users want to monitor cardiovascular risk factors after HDP and GDM.

The analysis highlighted three themes: self-care strategies and uncertainties about hypertension, the need for accessible health information, and a more personalised approach to blood pressure monitoring in the app.

Concerns were also raised that frequent monitoring or app use could increase stress or create a sense of burden.

In phase 3, the app’s design and features were revised in response to feedback to improve usability and make sure they met users’ needs.

These changes led to a more intuitive and supportive interface for women during and after pregnancy.

Phase 4 involved building a prototype based on the updated designs, followed by further refinements after testing by the project team and users. Initial pilot testing with a small number of users suggested the app met its objectives and functioned as intended.

The MumCare app was co-created with input from experts, user organisations and patients over four phases.

Early expert and organisational contributions helped define the app’s goals, while ongoing feedback from patients helped ensure the design and content reflected users’ real needs.

This collaborative approach resulted in an app tailored to support women with pregnancy complications.

The MumCare app is currently being evaluated in a randomised controlled clinical trial that began in June 2024, with results needed to determine whether it improves long-term cardiovascular outcomes.

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