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Entrepreneur
‘There’s a lot of medical gaslighting’: the entrepreneur shaking up the fertility industry in South Asia

Fertility treatments can be unnecessarily complicated and out of reach but they shouldn’t be, Anna Haotanto told herself when she stepped down from ABZD Capital – an investment and advisory firm she co-established – looking for a fresh start.
Inspired by her own egg freezing experience and let down by the lack of innovation in reproductive care, she set up Zora Health, a Singapore-based digital platform that aims to simplify fertility care at no extra cost for the patients. Here, she tells us more.
Anna, tell us a bit about your background and what inspired you to create Zora Health.
My last role was the managing partner of ABZD Capital and I was on the board of directors for Gourmet Food Holdings after serving as the managing director and overseeing the company’s growth in technology, digital innovation, branding, marketing and human resources.
I also founded The New Savvy – Asia’s leading financial, investments and career platform for women. Before being a founder, I was in banking for 8 years in wealth management.
I’ve been working for 22 years, and I was ready for a break and a fresh start. I stepped down last year because we reached a big milestone and I was keen to explore more tech opportunities. In that period, I looked at a lot of ideas, but asked myself, “What problem do I feel passionate about? What is overlooked and underserved?”
It’s not about proving myself, but solving something I care deeply about. I’ve always been interested in healthcare. Throughout my journey, I’ve had a lot of health issues. Last year alone, I had five surgeries. I thought I was suffering from perimenopause and started learning more about the symptoms.
It was an interesting area that I didn’t know much about. I started deep diving, because if I have that problem, I might as well try to solve it or find somebody to help. I realised there were very few solutions here. However, I couldn’t find a single source of truth or a platform of trusted resources.
So, I went into fertility as egg freezing is a topic I’m familiar with as I’ve done it myself. It’s also a very overlooked US$54bn global market, and 44 per cent of treatments are in Asia.
Technology has changed a lot of the way we do things, the way we travel, the way we stay in hotels, and the way we commute. There are a lot of developments, but not in fertility care. In Southeast Asia, I believe, there are only three or four fertility tech companies, mostly hardware or e-commerce.
I thought it was a very interesting market: high quantum, underserved. But we don’t talk about it because there are barriers to entry, such as shame and guilt.
How would you describe Zora Health in a few words?
Zora Health is a one-stop reproductive health and family planning platform that integrates patients, corporate employers, and fertility care providers, simplifying the journey and enhancing accessibility for all parties.
Our comprehensive services include online and physical consultations with a global network of partner clinics, medical concierge services and expert support. We also provide corporate fertility education workshops to cultivate fertility-friendly work environments, which ultimately help companies attract and retain top talent.
What makes Zora Health different?
Our clients often encounter common barriers, such as lack of information, stigma surrounding fertility issues and concerns about the affordability of treatments. They are also unsure of their options, what the process is like and regulations in different countries. These barriers can significantly impact their family planning journey, leading to delays or hesitations in seeking care.
At Zora Health, we strive to address these challenges by providing personalised support, educational resources and partnerships with over 80 clinics across 16 countries to empower our clients to make informed decisions about their reproductive health.
We also provide corporate fertility education workshops to cultivate fertility-friendly work environments, which ultimately help companies attract and retain top talent.
Zora means light or dawn. To us, it signifies a new beginning, a new way of doing things. We are building solutions we wished existed.
Women’s health comes with a lot of stigma. How has this impacted you as a founder?
The more stigma and problems there are, the more opportunities we see for Zora Health. The more I speak to our patients and clients, the more I see how important the work is.
Over the past few months, I realised that fertility is a problem that people address when it’s a bit too late. A younger friend of mine was told that she could only retrieve one viable egg. She’s only 37, so I think it’s a real problem. It’s just a problem that has never been talked about.
How does it impact me? The work is very meaningful and honestly, I’m very surprised to have found something that I truly love and care deeply about. We have an opportunity to change lives and make an impact. Even when I pitch to investors, I tell them I’m not here for five years — I’m here for 10, 15 years. I hope this will be my last work because there’s nothing else I want in life.
What obstacles have you encountered on this journey?
I don’t like bringing up gender issues, but the problem exists. We know that two per cent of total funding goes to women. There are a lot of female analysts and associates, but they’re not the ones writing the cheques. When I fundraised, I experienced it myself.
One of the biggest challenges for femtech is that female healthcare is poorly understood. Most of the research money historically goes to male afflictions.
There’s also a lot of medical gaslighting. When my friends see doctors, they share their discomfort but are not understood. It’s not because doctors don’t want to solve the problem, but rather that they don’t understand it. There should be more research money spent on all this.
Two, if the people writing cheques are males, they may also need help understanding, not because they don’t want to, but because they are unaware. Many years ago, when speaking to a start-up founder in his office, I saw one of my friends who needed to pump breast milk.
She complained that she had to pump in the copier room. He was completely clueless when I asked the founder why he didn’t have a private room. He was only 33. It’s not necessarily a gender problem – at 33, I didn’t have kids and I didn’t know that you needed a room for privacy and pumping breast milk.
We’ve spoken to about 400 women now, and many women don’t know about the egg freezing process. I did it five years ago, and I still didn’t know the process until I wrote an article.
Where are you with Zora Health now?
We are serving our patients and have 80 clinic partners across 16 countries. In addition, we are currently focusing on working with corporations through corporate workshops and offering corporate benefits for reproductive health and family planning. This covers the whole spectrum of fertility, menopause, PCOS, endometriosis and more.
Where do you see the company in the future?
In the long term, our vision is to unlock possibilities for women’s healthcare in Asia. To provide women with choices so they can live their lives without limitations.
To do this, we need a few things. One: resources and knowledge. It’s about creating a knowledge platform for women. And then you need providers, and a large network of clinics. And last, which people don’t talk about, is financing.
When I was young, my mum had a few surgeries because of breast cancer. I was very scared because she was not eligible for insurance by the time I could buy her insurance.
Until today, I live with that fear. What happens if she has a life-threatening disease in the future? Can I afford it? Financing is very important, and that’s often something people miss.
Maybe one day I’ll have to use my service. I’m 40 this year. Struggling with PCOS for the past six years, it will be harder for me to get pregnant. If I ever want to have kids, I believe there is a high chance I need to have IVF and if I do, I will definitely be a Zora Health patient myself.
Entrepreneur
Xella launches AI-powered precision health platform

Xella Health has launched what it calls the first AI precision health platform built for the XX chromosome.
The company says it aims to address a lack of diagnostic precision and clinical research focused on female biology.
Women make up half of the population and account for 80 per cent of consumer healthcare decisions, but research into women’s health has historically received less funding than male-focused studies.
Kelly Lacob, Xella Health co-founder and chief executive, said: “Women have been trapped in a diagnostic dark age experiencing debilitating symptoms like severe period pain, bloating and GI issues, exhaustion, and brain fog, routinely dismissed by the healthcare system.
“This dismissal results in women being diagnosed four years later than men, on average, for the same conditions, and a seven-to-10-year delay for women to receive an accurate diagnosis for conditions like endometriosis.
Stalling necessary care and treatment results in prolonged suffering with chronic pain, heightened infertility risks, and declining mental health.
Xella is here to replace the systemic medical gaslighting women have endured for generations.
We are handing women the evidence and information they need to advocate for themselves and secure faster, accurate diagnoses before early-stage conditions spiral.”
Xella says its AI examines billions of data points from clinical information and multi-omic biomarkers to assess the probability of more than 130 conditions specific to female biology.
Multi-omic data combines information from several biological areas, including genes, proteins and hormones.
The conditions assessed include polyendocrine metabolic ovarian syndrome, or PMOS, formerly known as polycystic ovary syndrome, as well as perimenopause and endometriosis.
Xella was founded by Lacob, Adriana Dantas and Dr Jesus Ching, who developed the concept while working together on molecular diagnostics at Mammoth Biosciences.
The founders say the platform is designed to provide information about possible underlying causes through advanced testing and long-term care of a kind often available only through expensive concierge services.
They drew on personal experiences to build a service intended to identify small changes in a woman’s biological baseline.
Members complete an initial health questionnaire before having blood taken at a local partner laboratory such as Quest or Labcorp.
A phlebotomist can also visit a member’s home for an additional charge.
The company’s AI analyses biomarker data from genomics, proteins and hormones alongside symptoms, lifestyle risks and medical history.
Xella says this information is used to screen for more than 130 female-specific conditions, including PMOS, Hashimoto’s disease, premenstrual dysphoric disorder, endometriosis and perimenopause timelines.
Hashimoto’s disease is an autoimmune condition in which the immune system attacks the thyroid gland.
Premenstrual dysphoric disorder, or PMDD, is a severe form of premenstrual syndrome that can cause significant emotional and physical symptoms.
The results are processed through Xella’s own dry laboratory, which the company says is certified under the US Clinical Laboratory Improvement Amendments and accredited by the College of American Pathologists.
A dry laboratory analyses data using computing and other non-experimental methods rather than carrying out traditional laboratory procedures.
The findings are turned into a personalised healthcare plan and reviewed with a certified telehealth doctor.
The doctor may recommend immediate clinical action, including personalised hormone therapy or referrals to genetic counsellors, pelvic floor physiotherapists and reproductive endocrinologists.
Reproductive endocrinologists are doctors who specialise in hormones, fertility and reproductive health conditions.
Dantas, co-founder and chief operating officer, said: “Women’s health data has historically been treated in isolated silos – a hormone test here, an ultrasound there – but no one was connecting the dots across the entire biology.
“By tracking unique biological patterns longitudinally across cycles and life stages, we aren’t just providing data, but a clear path forward.”
Xella’s clinical advisers include Dr Allison Kurian, director of Stanford Women’s Clinical Cancer Genetics Program and professor of medicine, epidemiology and population health at Stanford.
They also include Dr Lynn Westphal, a reproductive endocrinology and infertility specialist and chief medical officer of Kindbody.
Xella has received US$4.7m in angel and pre-seed funding from Precursor Ventures, Capital F, Ulu Ventures and Swizzle Ventures.
Other funds and angel investors from healthcare, diagnostics and consumer technology also participated.
Margaret Coblentz, co-founder and general partner of Capital F, said: “Women’s health is one of the highest-momentum categories in the market today, driven by a US$15tn female economy.
“Xella represents exactly how Capital F sees women’s health evolving: deep clinical expertise paired with a consumer-first mindset, and a genuine opportunity to unlock the next generation of healthcare.”
Entrepreneur
Screen time reduction app awarded £15k in women-led startup competition

A screen time app that lets friends cut their phone use together has won the £15,000 top prize in a women-led startup competition.
Snitch, led by design engineering MEng graduate Asha Bakhai, took first place at WE Innovate, Imperial College London’s flagship competition for women-led startups.
The team aims to tackle excessive screen use among young people, which some research suggests may have a negative effect on mental and physical health.
The app lets users join accountability groups and set shared limits across their most-used apps.
When one person scrolls, the group’s combined timer counts down. Its founders say this helps build awareness, encourages reflection and supports small changes in behaviour by making screen use a shared responsibility.
Speaking at the WE Innovate Grand Final, Bakhai, co-founder and chief executive of Snitch, said: “Thank you to all the people who have been involved with thinking about what it could look like for young people to not be addicted to their phones.
“Whether that’s our friends who we started this with – exchanging screen time passwords and things like that – or the users along the way who beta tested with us, or our families and our friends who we’ve forced to use our app, even though it failed and bugged out and blocked all their apps. Thank you to all of them – and especially, thank you to WE Innovate for making all of this happen.”
Snitch’s team also includes co-founders Serena Sebastian and Yoshiki Berrecloth.
WE Innovate is a six-month pre-accelerator run by Imperial Enterprise Lab for teams led by female students, recent alumni and early career researchers.
The programme supports 25 women-led teams through masterclasses, business coaching, one-to-one expert support and peer mentoring.
The top five teams competed for a share of a £30,000 prize fund.
Professor Hugh Brady, president of Imperial College London, said: “WE Innovate was born out of the realisation that women founders were grossly underrepresented among our wider founder group across the university – so it was an imperative for Imperial to start such a programme.
“It was just last year that we heard Dame Alison Rose, author of the Rose Review, speak about the untapped economic opportunity and potential of women entrepreneurs in the UK.
“After 12 years, this programme has supported hundreds of women entrepreneurs, leading to exciting ventures across health tech, clean tech and all aspects of deep tech.”
The winning teams were selected by a panel including Kristen McLeod CBE, chief strategy officer at the British Business Bank, and Elizabeth Gooch MBE, founder and former chief executive of EGS plc.
The panel also included Pierre N. Rolin, founder and chief executive of Ankh Impact Ventures, and Professor Mary Ryan, vice-provost for research and enterprise at Imperial.
The final marked the second year of WE Innovate National, a UK-wide programme with separate Grand Final showcases held this month at Queen’s University Belfast, Swansea University and Loughborough University.
Joanna Jensen, founder of skincare brand Childs Farm, gave a keynote address about her experiences as an entrepreneur and co-writing The Rise Report of Female Entrepreneurship.
The report found that the UK economy would be £310bn larger if women started and scaled businesses at the same rate as men.
Jensen said 78 per cent of the founders surveyed reported that human connection had been central to their journey, while one in seven identified loneliness as their biggest challenge as an entrepreneur.
She said: “That is why what Imperial is doing matters so profoundly. Not just here in South Kensington but as WE Innovate goes national.
“Because a founder in Loughborough, Durham or Swansea deserves the same access to networks, mentors, capital and belief as a founder sitting in this room tonight.
“Talent is everywhere. Opportunity, until now, has not been.
“A nationwide network for female founders, being backed by women and men, having doors opened for them by women and men, and then paying that forward: that is how you close a £310 billion gap.
“Not with one programme. With a system of programmes, joined up across the country, and held to account on outcomes.”
Waypoint, led by innovation design engineering MSc student Bana Quronfuleh, received the £7,000 second prize.
The team is developing a video game controller that allows visually impaired players to hear and feel popular games.
AlphaVectors Biotech, led by Imperial alumnus Dr Apanpreet Kaur, received the £5,000 third prize for its lipid nanoparticle platform, which aims to improve the stability of RNA vaccines at room temperature.
Lipid nanoparticles are tiny fat-based particles used to protect and deliver genetic material, including the RNA found in some vaccines.
The other finalists, FluoroCycle and Epile-X, each received £1,500.
PHlora LABS received the Lauren Dennis Award, which was established in memory of a pioneering WE Innovate alumnus, for developing a synbiotic suppository intended to prevent recurrent vaginal infections.
Synbiotics combine beneficial microorganisms called probiotics with substances known as prebiotics, which help them grow.
The award recognises a team demonstrating exceptional entrepreneurial spirit in science, technology, engineering and mathematics and includes a six-month business coaching package.
DisoLens received the Engineers in Business Award, sponsored by the Engineers in Business Fellowship.
The award provides each winner with £1,500 in grant funding, mentorship and a professional CV package for entrepreneurs working across engineering sciences.
The team is developing a self-dissolving biodegradable contact lens intended to remove the need for lenses to be taken out each day.
Entrepreneur
Impli wins £1.4m for hormone patch

Impli has secured a £1.4m grant to begin clinical use of a real-time hormone patch for infertility treatment.
The startup, which is working with innovations from Imperial College London, is developing a continuous hormone monitoring system for use in in vitro fertilisation, known as IVF.
IVF is a fertility treatment in which eggs are fertilised outside the body before an embryo is transferred to the womb.
Timing is critical in IVF, the most common form of infertility treatment, but most patients are still monitored through blood tests taken every other day at best.
Hormone levels can change within hours, meaning important shifts may be missed.
These can include hormone surges linked to egg release, dips that may contribute to implantation failure and early signs of ovarian hyperstimulation syndrome.
Ovarian hyperstimulation syndrome is a potentially serious reaction to fertility medicines, where the ovaries over-respond and become swollen.
In a treatment with low success rates, these uncertainties can affect patient outcomes and wellbeing.
Impli’s system is based on research by Dr Salzitsa Anastasova in the department of mechanical engineering at Imperial.
The technology uses electrochemical biosensors to sample hormones in the fluid between cells.
These can be used in a subcutaneous implant, meaning one placed under the skin, or in Impli’s Bio-Endocrine Analysis Monitor, known as BEAM, which uses microneedles that pierce the skin.
Microneedles are tiny needles designed to enter the upper layers of the skin with minimal discomfort.
The biosensors continuously measure oestradiol, luteinising hormone and progesterone, which are hormones involved in the menstrual cycle and fertility treatment.
Data is transmitted wirelessly to a smartphone, where AI software converts raw signals into real-time hormone trends.
Sotirios Saravelos, consultant gynaecologist and reproductive medicine subspecialist at the Wolfson Fertility Centre, part of Imperial College Healthcare NHS Trust, said:
“Continuous hormone monitoring has the potential to change the landscape of fertility treatment, both in terms of clinical care and patient experience. Rather than snapshots taken at fixed points in time, with Impli we will have access to a live feed of each patient’s hormonal response, allowing us to personalise care in a way that has not been possible before.”
Saravelos is part of the research consortium that has won a £1.4m grant to take Impli’s BEAM device from prototype to its first human clinical validation for IVF.
The project was designed with support from Dr Simon Hanassab as part of a PhD on how AI can support decision making for IVF.
The work was carried out at the UKRI Centre for Doctoral Training in AI for Healthcare at Imperial, a collaboration between the department of computing and the department of metabolism, digestion and reproduction.
Hanassab is now working part-time as Impli’s head of AI.
The grant comes from the National Institute for Health and Care Research Invention for Innovation programme.
It will support a 30-month project bringing together Impli, Imperial College Healthcare NHS Trust, the London Institute for Healthcare Engineering at King’s College London and the patient advocacy network Fertility Europe.
Specialist medical device manufacturer TTP is also involved.
BEAM is the first step in Impli’s plan to develop a broader platform of fully implantable, long-duration monitoring systems.
Anna Luisa Schaffgotsch, founder and chief executive of Impli, said:
“We are not just building a device, we are building the evidence base to show that continuous hormone monitoring is possible, clinically meaningful and ready for the real world. With an exceptional consortium behind us, we now have the funding, the expertise and the clinical pathway to do that properly.”
According to the company, the same core technology could later have applications in hormonally driven cancers, polycystic ovary syndrome, endometriosis and menopause.
Polycystic ovary syndrome is a common hormonal condition that can affect periods, fertility and metabolism.
Endometriosis is a condition where tissue similar to the lining of the womb grows outside the uterus, often causing pain.
BEAM’s development builds on more than 15 years of biosensor research at Imperial, with intellectual property covering the sensing approach, device architecture and data interfaces.
Impli has so far delivered three functional prototypes, completed pre-clinical laboratory trials and begun animal trials, which the company said have shown positive results.
It also has a strategic partnership with Bayer on real-time hormone biosensing and relationships with IVF clinics internationally.
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