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‘You don’t need to have it all figured out’- the founder getting more women into tech

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Safa Jemai, founder and CEO of Víkonnekt

Safa Jemai knew she wanted to study computer science from a young age, but it wasn’t until she moved to Iceland from sunny Tunisia that she embarked on the journey of entrepreneurship, building the software and product development firm Víkonnekt. Here, she tells us how she got into tech and why she would like more women to do the same.

Safa, could you tell us a bit more about your background?

I was born in a middle class family in Bizerte, a small town in North Tunisia. My parents knew from the start that the only way to see their kids succeed in a tremendously challenging environment was to study and study very hard.

I was encouraged from a very early age to excel in maths, science and physics but later on when I was 12, I decided to take the path of computer science.

In 2018, I made the decision to move from Tunisia to Iceland to study the Icelandic language and continue my degree in computer science, receiving my degree in both from Iceland’s top university.

I had the opportunity to work on two projects that combined knowledge from my studies: a language processing project to preserve the Icelandic language in the age of AI – at a time when small nation languages have been at their most vulnerable – and entering a national incubator programme with a mobile app to help people more readily and easily learn Icelandic.

I put my focus on building two companies that serve multiple purposes, including fostering a diverse, inclusive tech industry and inspiring interests in different cultures and inclusivity across cultures.

What inspired you to create Vikonnekt?

I saw an opportunity in the market. While I was still in university, I worked also as a developer for a few start-ups and as a freelancer project manager.

I noticed the innovative ecosystem in Iceland is growing and we have more and more exciting companies with more entrepreneurs, but at the same time we have a need for more IT specialists.

I thought I could leverage my connections in Tunisia and build a strong team that could work remotely with another team based in Iceland and Víkonnekt was born.

I reached out to a few entrepreneurs and asked them about their experiences hiring tech people and implementing software products and in summer 2021, we officially launched Víkonnekt.

How would you describe Vikonnekt in a few words?

Víkonnekt is focused on providing third party technical development services to Nordic tech enterprises and companies and supporting the technical due diligence process for venture capital firms— as well as leveraging the technical development expertise of talented folks from Tunisia’s emerging technology sector.

 What makes Vikonnekt different?

Like other projects that I have been working on, Víkonnekt serves a multitude of purposes. Perhaps most notably, the company’s work showcases the new opportunities in North Africa by expanding the Nordic and European viewpoint of tech development, beyond Eastern Europe, and into the African continent.

Tech talent in Tunisia struggle with garnering fair, equitable salary negotiation. This results in significant immigration to European countries and destroys Tunisia’s ability to compete in the innovation sector.

As hybrid and remote work becomes more and more viable, and the normalisation of tech outsourcing to previously underutilised nations, like Tunisia, gains traction, Vikonnekt fosters regional economic development. This is reinforced by offering talent in Tunisia higher salaries and amenable work cultures than current market norms.

It enables talent to stay connected to their home cultures and reduces economic and housing challenges across Europe, improving work efficiency and better business outcomes.

Víkonnekt blends two seemingly unrelated and often underestimated cultures together, hiring talented people for compelling technical projects, both from Iceland and Tunisia. Though Tunisia is a big tech talent hub, it rarely has the chance to be showcased in European media and can be overshadowed by ecosystems in the Middle East.

Víkonnekt opens new doors of understanding of Tunisian possibilities for companies in Iceland and the Nordics, with regard to taking projects offshore or outsourcing. Víkonnekt also demonstrates to the emerging Tunisian tech sector the wealth of possibilities in collaborating with European and Nordic enterprises, expanding business opportunities for both regions.

It’s still quite rare for women to found tech entities in Europe, let alone garner success by bootstrapping. Even in Iceland, the reining utopia of gender equality, the number of female-founded tech companies remains relatively low. Compound this with additional distinctions, such as immigrant-founded, non-christian founded or non-white founded entities, and the stats drop to daunting levels.

With Víkonnekt, our aim is to eliminate barriers for non-white, non-christian, immigrant women technologists and entrepreneurs and help them thrive in the tech and business world.

It’s no secret that women are in the minority in the tech industry. How is Vikonnekt solving this issue?

While it is always a work in progress, our strategy has been from the beginning to search for female talent in universities.

We found it helpful to advertise for end term projects that students can work on with us and when they finish it, we hire them in the company. This way we are able to attract female developers more easily, as they feel more confident to apply for the end term projects, as well as train them well while working on the internal product through their end term project.

What are some of the ways to attract and retain women in tech that you discovered while building Vikonnekt?

Companies need to make sure that they provide a collaborative environment where voices are heard and opinions are taken seriously.

Through my journey with Vikonnekt, I noticed that women tend to listen more than talk. This is good, but it tends to create some imbalance – all team members need to communicate their thoughts out loud and influence the decisions of the company.

Here comes the responsibility of managers to notice these behaviours and create a safe space for everyone to listen and speak as well. When female developers see that their opinions matter and they are heard then they appreciate that a lot and tend to choose to stay in that company as they know that when they speak, they will be heard. People in general don’t seek only high salaries or bonuses but also a place where they are respected and taken seriously.

What is something you wish you learned sooner about the tech industry?

I wish I was taught early in school that I don’t have to figure out everything from the beginning to be able to participate in cool projects. Confidence is more important than knowledge in most cases. People trust a more confident person even if they might be making a wrong decision.

I think we need to teach our kids to be confident and communicate their thoughts early on even if they don’t have the right answers.

What advice would you give to people in the tech industry looking to diversify their tech talent pipeline?

Attracting tech talent doesn’t start in universities, it requires much more effort. If societies want to reach more people, they need to start earlier in the process which means in primary schools – that’s where kids start developing their passions.

Governments could arouse kids’ curiosity through programmes in their studies either through schools or associations. My passion for tech started when I was still 12 as I joined the local association in my hometown where I had the chance to work on simple IT projects. Having not taken part in the association, where I started familiarising myself with creating simple software projects, and having not chosen computer science in high school, I would have not chosen to build a career in the tech industry.

When we ask kids what they want to be when they grow up, they tend to lean more towards jobs like a doctor, teacher or an astronaut – that’s because the environment introduces them to these positions at a very early age.

How about we use the same tactic and introduce them to software development when they are still young? I am not talking about familiarising them with using social media but much more than that; I am talking about helping them understand how these programmes are actually built.

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Applications close August 18 for Women’s Health Innovation Summit 2026 Innovation Showcase

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The Women’s Health Innovation Summit (WHIS) has reminded startups that applications for its 2026  Innovation Showcase close on Tuesday, August 18.

The Showcase gives early and growth-stage companies the  opportunity to pitch live on stage to the most influential audience in women’s health, at a summit that convenes more than 1,000 senior decision-makers from across the ecosystem, including payers, providers, pharma, and  investors.

Now in its eighth year, WHIS takes place October 13–15, 2026 at Encore Boston Harbor.

The event has built a  reputation as the leading platform uniting the full women’s health ecosystem, from health systems and health  plans to pharmaceutical leaders and the investors funding the next wave of innovation in the space.

A Direct Line to Funding, Partnerships and Adoption

Companies selected for the Innovation Showcase will present directly to an audience with the capital, clinical  expertise and commercial relationships to move deals forward.

Past participants have gone on to secure investor  introductions, commercial partnerships and clinical collaborations that started as presentations on the WHIS stage  and turned into signed agreements.

Applications Reviewed by an Expert Selection Committee

Submissions are being reviewed by a selection committee of leading investors and industry operators, including:

  • Parambir Bhangu, Executive Director, External Innovation & Emerging Science, Organon
  • Elizabeth Bailey, Co-Founder & Managing Partner, Foreground Capital
  • Karla Loken, Founder, Loken and Associates
  • Mané Mikayelyan, Associate Partner, DeciBio
  • Anna Valcheva, Founder, Managing Director & CEO, Astra Ventures
  • Azin Radsan van Alebeek, Co-founder & General Partner, Emmeline Ventures

WHIS is where the women’s health ecosystem comes together to get deals done,” said Poppy Howard-Wall,  Event Director of WHIS.

How to Apply

Early and growth-stage companies across digital health, therapeutics, diagnostics, med device and consumer  health are encouraged to apply before the August 18 deadline.

Full details and the application form are available  at whisusa.com/attend/start-ups.

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Women’s Health Week Europe 2026 releases fully populated agenda ahead of October summit

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Women’s Health Week Europe 2026 has released its fully populated speaker and session lineup ahead of the event’s return to The Emirates Stadium in London on 7–8 October, with 80+ speakers now confirmed across two dedicated stages.

The programme

The agenda runs across two dedicated stages in parallel, plus two pitch competitions across both days.

The Global Stage opens with a keynote from Merete Clausen (EIF) before moving into sessions on funding trends, AI, the gender data gap, the wearable revolution, and European policy.

Standout sessions include The Age of Digital TransformAItion featuring Nichole Young-Lin (Google), Frida Polli (MIT), and Sapna Shah (Sie Ventures); Lone Wolf or Pack Leader on collaboration versus fragmentation, with Eirini Rapti (Inne), Tatum Getty (Thena Capital), Novo Nordisk, and Jen Roberts-Woods (Borski Fund); and a live debate on whether the women’s health label helps or hinders founders. Day one closes with a keynote from Alison Cave, Chief Safety Officer at the MHRA.

The Scale Stage runs a practical playbook track in parallel, with sessions covering regulatory approval pathways, international expansion, the founder’s legal playbook, PR strategy, and implementing AI into a women’s health business.

The Reverse Pitch flips the usual format: investors and corporates pitch the room on what they are actively looking to fund, acquire, or partner on right now.

Register here and receive a 15% discount on tickets. Redeem with code FEMTECHWORLD

Pitch competitions

The WHW Europe pitch competitions are back, taking place in front of the audience across both days on the mainstage. 16 finalists will compete across two categories: Consumer & Tech on day 1 and Medical Devices & Therapeutics on day 2.

Any company treating a condition that affects women exclusively, differently, or disproportionately is eligible to apply.

Applications and close 28 August 2026.

Previous alumni include Circe, who secured £100k from Innovate UK, BoobyBiome, who closed a £2.5M seed round post-WHW Europe, and Amilis, who secured £1M at London Tech Week after winning at WHW USA 2026.

Apply to pitch

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UK femtech investment surges 194% in a decade, research finds

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UK femtech investment has risen by more than 194 per cent over the past decade, with deal activity and funding both increasing, new research has found.

The number of deals increased from 18 in 2015 to 53 in 2025, while total funding rose from £9.4m to more than £100m over the same period.

Despite the growth, deal volume and value remain relatively low compared with other parts of the health and care market. Healthcare recorded 69 deals in 2015 and 171 in 2025.

More companies have raised funding over the past decade, while investment values have also increased. Average deal size more than doubled from £527,000 in 2015 to £1.9m in 2025.

Some of the largest funding rounds last year included SheMed at more than £37m, Gaia at £12m, emm at £6.8m and Hertility at £5.9m, with the majority of investors based in the UK.

The research found femtech remains largely early-stage, with seed investments accounting for most deals.

However, venture capital involvement has increased over the past decade, which the research said showed the market was becoming more mature. The number of VC deals rose by 600 per cent.

Vicky Protano, corporate partner at Mills & Reeve, which conducted the research, said: “Over the last decade, the UK femtech ecosystem has expanded, both in terms of deal activity and funding levels. This positive upward trend demonstrates growing investor confidence in femtech and increasing institutional interest in the sector.

“Whilst companies in femtech have relied heavily on angel investors and angel networks to fund their growth ambitions, dynamics are shifting, with more venture capital and PE investors appearing in funding rounds. However, this is just the beginning and there is still more to do. While the sector has experienced strong growth, more work needs to be done to create the right funding environment that is balanced and evenly spread across the UK.”

The research found most deals had taken place in London. While the capital has strengthened its position as the UK’s main hub for femtech start-ups, regional clusters are gradually emerging elsewhere.

Protano said: “Whilst London clearly remains a dominant location for women’s health businesses and investment – both in terms of deal activity and total funding – there is a gradual move to regional expansion outside of the capital, with the South West, South East and the East of England showing increased investment activity in the femtech sector. What the data also highlights is a growing North/South divide, with areas such as the North East, North West, and Yorkshire & Humber significantly underrepresented in the national figures.

“As a national firm, we are also witnessing that similar divide. More investments are being made into women’s health businesses based in the South – and more businesses are, often as a result, locating themselves there, rather than in the North. This is representative of the investment landscape as a whole. However, growth in the femtech sector is being supported by growing regional innovation hubs, the increasing influence of university spin-outs, as well as improved support for start-ups at a regional level.”

She added: “Looking at the positives, we have advised and are continuing to advise on some significant investments in the sector. This further evidences the growing nature of femtech, with sector specific investors also coming to the market.”

Examples include Northern Gritstone’s investment in IVF technology business IVF Micro and Phoenix Private Equity’s investment in London Gynaecology, a provider of private gynaecology clinics.

Other deals include an EKA Ventures-led investment in tech-enabled postnatal care company Hesta Health and Amulet Capital’s acquisition of TFP Fertility.

September marks 10 years since the term “femtech” was coined by Ida Tin, co-founder and chief executive of Clue, one of the first period-tracking apps for women, and founder of think tank Femtech Assembly.

The global market grew to US$9.12bn in 2025 and is projected to reach US$41.4bn by 2034.

Despite that growth, women’s health is still not treated as a priority and significant gender inequalities remain globally in research, trials, diagnosis and treatment, continuing to disadvantage women.

Tin said: “I want men with money and power to get femtech on their radar. The business opportunity is there. The societal economic argument is there.”

Charlotte Lewis, commercial health lawyer at Mills & Reeve who specialises in healthtech and women’s health, said: “For far too long, ongoing disparities in women’s healthcare across the UK have adversely impacted women’s health outcomes, often resulting in prolonged diagnosis and treatment – some of which are well publicised, including the time it takes to diagnose women’s health issues such as endometriosis and rising maternal mortality rates.

“However, we are seeing the landscape beginning to shift in a more positive direction. Our experience is that this is helped by more open discussion and conversations which highlight the issues.

“The data around the sector is valuable and growing and demonstrates the progress that is being made from an investment point of view, creating a better environment where digital innovation can thrive, with a renewed focus on prevention through market-leading consumer-driven products.

“The UK has a real opportunity to transform women’s healthcare into a model of fairness, accessibility, and excellence, and femtech businesses have a crucial part to play in achieving this transformation. As a firm, Mills & Reeve is passionate and dedicated to continuing to influence and support this transformation.”

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