News
The femtech pioneers making headlines this year

This year seems to have been a pivotal moment for the femtech market, with some experts predicting it to be worth US$60bn by 2027.
What started off with period tracking apps has developed into a lucrative industry, tapping into what has traditionally been a somewhat neglected field of healthcare. While medical expenses attributed to women amount to approximately US$500 billion per year, only four per cent of healthcare R&D is targeted at women’s health issues.
Added to this a global pandemic, where we’ve all struggled to see a healthcare provider face-to-face, and it appears women are taking their healthcare into their own hands.
From fertility trackers to breastfeeding and menopause support, 2021 has been the year of femtech – with 2022 looking set to bring more of the same. Here are some of 2021’s femtech headline makers…
Health and reproductive care
Start-up Hertility Health raised £4.2m in seed funding earlier this year to help grow its hormone and reproductive health-related product range.
The funding will help the firm expand its current product offering of fertility and hormone testing, along with menopause, miscarriage, postnatal care, polycystic ovarian syndrome and endometriosis testing.
It will also support the expansion of its current clinical trials, which aim to reduce the diagnosis time for some of the most common reproductive conditions.
Hertility Health helps women to understand their reproductive health and infertility risks, working with experts to provide personalised care pathways for all aspects of women’s health, including symptom management, egg freezing and IVF.
It was founded by female scientists while on maternity leave and launched during lockdown last year, as demand surged for remote and accessible help as a result of the pandemic.
Hashimoto’s disease
Hashimoto’s disease is a condition with nearly 500 million sufferers worldwide.
It affects the thyroid, which is responsible for hormones by regulating the processes in the cells of almost all systems in our body, such as immune, endocrine, digestive, nervous and reproductive.
Diagnosis can take up to eight years as there are thought to be 45 different symptoms, and women are five to eight times more likely to suffer than men.
One of these women is Eva Galant, founder and CEO of Hashiona, an app that helps sufferers to change their daily habits and put the disease into remission.
The app was launched last year and has already attracted more than 10,000 users, mainly women, suffering from Hashimoto’s disease and thyroid-related conditions.
Its interactive design contains videos, infographics, articles and tests, all designed to help achieve remission in 20 weeks.
Periods and exercise
In 2019, Olympian Jessica Ennis-Hill launched Jennis, a fitness app to help women perform safe post-natal workouts.
In 2021, the app added a cycle-mapping function, which helps amateur exercise fans train, eat and sleep in patterns that work with their hormonal cycles.
Recommendations are varied across the four phases of a menstrual cycle, as this helps to create more efficient training programs, lean muscle gains and increased energy levels.
Jessica said: “By making it easier for women to understand their cycles, I want to help women all over the world feel better, train better and understand their bodies better. That’s a legacy I will be really proud of.”
Conception support
Femometer is a Chinese-based firm that has developed a number of smart devices for women’s health and wellbeing.
Its first product was a basal thermometer, which can act as a natural contraception method or help women who are trying to conceive, followed in 2019 by Femometer Ivy, which monitors luteinizing hormone (LH) levels, to help women determine when they are ovulating.
Earlier this year, the company launched Lilac, which it claimed was the first smart Kegel exerciser on the market to help women strengthen their pelvic floor muscles.
The silicon device has 360-degree pressure detection and connects via Bluetooth to the user’s smartphone, providing real-time biofeedback through the Femometer app.
Increasing representation
In April, Bristol-based innovation and product development agency, Kinneir Dufort (KD), launched an initiative called XXEquals, the UK’s first mostly female team designing products for women across the consumer, industrial and medical markets.
Around half of the world’s population is female and women buy 85 per cent of household products, yet data shows only five per cent of the product and design industry is female.
Inspired by the growing need to design more female-focused products in the femtech space, XXEquals is working on projects including smart femcare solutions which monitor and diagnose women’s health conditions, digital ecosystems delivering personalised health and wellness solutions for women and voice recognition software.
The agency has previously developed women-centred products including a breast scanning bed and a device to increase success during IVF.
Diagnosis
Women with osteoporosis face increased Alzheimer’s risk, study suggests

Women with osteoporosis may be more likely to carry a gene linked to Alzheimer’s, according to new research.
Scientists found that APOE4, the most common genetic risk factor for Alzheimer’s, can weaken bone quality in women, even when standard scans appear normal.
The study, carried out by researchers at the Buck Institute for Research on Ageing in California, US, and UC San Francisco, suggests the gene may damage bone at a microscopic level long before any visible signs.
These changes can emerge as early as midlife and remain invisible to routine imaging tests used to assess bone strength.
The findings suggest a link between Alzheimer’s risk and skeletal health and could help pave the way for earlier detection of both conditions.
Professor Birgit Schilling, a senior author of the study, said: “What makes this finding so striking is that bone quality is being compromised at a molecular level that a standard bone scan simply will not catch.
“APOE4 is quietly disrupting the very cells responsible for keeping bone strong – and it is doing this specifically in females, which mirrors what we see with Alzheimer’s disease risk.”
Doctors have long observed that people with Alzheimer’s suffer higher rates of bone fractures, while osteoporosis in women is known to be one of the earliest predictors of the disease.
Now scientists believe they may have uncovered why.
Researchers led by Dr Charles Schurman carried out a detailed analysis of proteins in aged mouse bone and found that tissue was unusually rich in molecules linked to neurological disease, including those associated with Alzheimer’s.
In particular, long-lived bone cells known as osteocytes showed elevated levels of APOE, with levels twice as high in older female mice compared with younger or male animals.
Further experiments using genetically modified mice revealed that APOE4 had a strong and sex-specific impact on both bone and brain tissue.
The disruption at the protein level was even greater in bone than in the brain.
However, the bone structure itself appeared completely normal under scans.
Instead, the gene interfered with a key maintenance process inside bone cells, preventing them from repairing microscopic channels that keep bones strong and resilient.
When this process breaks down, bones become more fragile even if they look healthy on standard imaging.
These results suggest bone cells could potentially act as early biological warning signs of cognitive decline in women carrying APOE4.
Professor Lisa Ellerby, another senior author, said: “We think targeting these cells may open a new front in preserving bone quality in this population.”
Experts say the findings highlight the need to view the body as an interconnected system rather than treating diseases in isolation.
Dementia, of which Alzheimer’s is the most common form, remains one of the UK’s biggest health challenges.
Around 900,000 people are currently living with the condition, a figure expected to rise to 1.6 million by 2040.
It is already the leading cause of death, responsible for more than 74,000 deaths each year.
News
Relaunched women’s health strategy aims to tackle ‘medical misogyny’
Fertility
Future Fertility partners with Japan’s leading IVF provider, Kato Ladies Clinic

Future Fertility, a Toronto-based health technology company specialising in AI-powered fertility insights, has entered the Japanese market through a new commercial partnership with Kato Ladies Clinic — a globally recognised leader in IVF research and advancing clinical fertility care.
The collaboration marks Future Fertility’s first partnership in Japan and reflects growing global demand for technologies that bring greater objectivity and personalisation to fertility care.
Kato Ladies Clinic will integrate the company’s AI-powered oocyte (egg) quality assessment tools into its clinical workflows, with the aim of supporting more informed treatment planning and patient counselling across IVF and egg freezing cycles.
“At Kato Ladies Clinic, we are committed to advancing fertility care through innovation while maintaining a strong focus on individualised, patient-centred treatment,” said Keiichi Kato, chief executive officer.
“Partnering with Future Fertility enables us to integrate objective, data-driven insights into our clinical approach and better support our patients in making informed decisions.”
Future Fertility’s platform analyses images of oocytes using artificial intelligence trained and validated on a dataset of more than 650,000 unique oocyte images.
The technology is already in use at more than 300 clinics across more than 35 countries, helping clinicians better understand the developmental potential of individual eggs and provide patients with more personalised insight earlier in their treatment journey.
From Research Collaboration to Clinical Adoption
The partnership between Future Fertility and Kato Ladies Clinic began as a scientific research collaboration in 2024, marking the first use of AI-powered oocyte quality assessment in Japan.
The collaboration not only validated the technology in a new patient population and across diverse clinical protocols — including minimal stimulation cycles —but also resulted in a peer-reviewed publication in Reproductive BioMedicine Online (RBMO) and a poster abstract presentation at ESHRE 2025.
The joint research explored how AI-derived oocyte quality scores relate to early embryonic development and overall treatment outcomes. In a retrospective study conducted at Kato Ladies Clinic, researchers analysed nearly 2,800 mature oocytes across more than 1,300 ICSI cycles, linking image-based assessments of egg quality to key developmental milestones.
The study demonstrated that lower AI scores were associated with reduced fertilization rates, delays, and abnormalities in early embryo development, increased developmental errors, and lower-quality blastocyst formation.
Notably, the researchers also found that cumulative oocyte scores were a stronger predictor of live birth outcomes than the number of eggs retrieved — underscoring the importance of assessing egg quality alongside quantity.
“Our collaboration with Future Fertility has demonstrated how artificial intelligence can uncover meaningful biological differences between oocytes that were previously difficult to quantify,” said Kenji Ezoe, senior scientist.
“Bringing this technology into routine clinical use is an important step toward translating research into improved patient outcomes.”
Future Fertility’s VP of clinical embryology & scientific operations, Jullin Fjeldstad, noted that the findings provide important clinical validation.
“Our joint research with Kato Ladies Clinic has shown how AI-based oocyte assessment can be directly linked to numerous embryo development outcomes, from fertilization through early developmental milestones and blastocyst formation,” she said.
“We are excited to see this work translated into clinical practice.”
Growing Demand for Fertility Care in Japan
The partnership comes at a time when demand for fertility treatment in Japan continues to rise.
The country performs over 450,000 fertility treatment cycles annually, making it one of the largest markets globally. Delayed childbearing and evolving societal trends have also contributed to increasing interest in egg freezing.
As patients seek more clarity and personalization in their care, tools that provide earlier insight into reproductive potential are gaining traction.
“Entering the Japanese market with a partner like Kato Ladies Clinic is a significant step forward for our global commercial strategy,” said Rafael Gonzalez, Future Fertility’s VP of global sales & strategy.
“It reflects the growing demand for technologies that support more transparent, data-driven fertility care across diverse healthcare systems.”
Expanding a Global Footprint
Founded in 1993, Kato Ladies Clinic is known for its pioneering work in natural and minimal stimulation IVF and has long been a leader in clinical innovation in Japan.
For Future Fertility, the partnership represents both a geographic expansion and a continuation of its broader mission to bring AI-driven insights into routine fertility care.
“We are proud to partner with Kato Ladies Clinic, a globally respected leader in IVF and a pioneer in reproductive medicine in Japan,” said Future Fertility’s CEO, Christy Prada.
“This partnership represents an important milestone as we expand into Asia and continue our mission to bring objective, personalised insights into fertility care worldwide.”
Future Fertility develops AI-powered tools designed to generate personalised insights across the fertility journey.
Its flagship oocyte assessment technologies analyse egg images to provide objective, individualised measures of egg quality, supporting treatment planning, patient counselling, and clinical decision-making in egg freezing and IVF, while also enabling more data-driven approaches to donor egg distribution and quality assurance.
As fertility care continues to evolve, collaborations like this one are helping shape a new standard — one that emphasises earlier insight, greater transparency, and more personalised decision-making for patients navigating increasingly complex reproductive journeys.
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