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Build vs. buy in women’s health AI?

The Answer is to Build With Ema
By Morgan Rose, CNM, WHNP-BC, IBCLC | Chief Science Officer, Ema
The AI era has made one thing clear: the companies that win won’t be the ones with the flashiest models, but the ones with the smartest infrastructure.
For health companies, especially those focused on women, this raises an urgent question: Should you develop your own AI, purchase a generic one, or take a middle ground approach?
At Ema, we’ve seen the pitfalls of both extremes. Buying off-the-shelf often fails to deliver the depth and nuance women’s health demands. Building from scratch is expensive, time-consuming, and frequently disconnected from the emotional and clinical realities of the care experience.
The most innovative teams take a third path: they build with us.
Here’s why.
- You Keep Your IP. We Bring the Intelligence Layer.
Ema is not a white-labeled chatbot. We’re the structured intelligence layer that integrates into your existing product, powering patient experiences, clinical pathways, or behaviour change tools with contextual, medically grounded insight.
Partners bring their unique voice, audience, and proprietary data. We bring the AI infrastructure purpose-built to scale safe, empathetic, and personalised care.
You own the experience. We make it intelligent.
- We’re Built on Medical Rigor, Not Just Language Models.
Ema’s models are trained on real, longitudinal women’s health data, curated from clinical guidelines, behaviour science, and the lived experiences of diverse populations.
We’ve layered our AI with:
- Evidence-based clinical reasoning
- Motivational interviewing techniques
- Nursing and biopsychosocial frameworks
- Cultural and emotional fluency
Your team doesn’t have to reinvent the wheel with the medical review stack. We’ve already built it.
- You Don’t Have to Staff an AI Team to Compete Like One.
Building a vertical AI model takes more than prompt engineering. It takes response frameworks, safety protocols, testing systems, and a constant feedback loop between product, clinical, and user research.
Ema comes with a pre-built ops layer, including:
- A monthly clinical review team
- A proprietary benchmarking system across clarity, empathy, and accuracy
- A training and tuning pipeline that can adapt to your protocols
In other words, we provide your product team with a fully staffed AI engine, eliminating the need for additional hiring.
- Your Data Makes Ema Smarter for You.
When you build with Ema, your proprietary data helps shape a model that becomes sharper over time, tailored to your use case, users, and brand.
We offer structured co-training pathways that let you:
- Layer in custom escalation protocols
- Fine-tune tone and language
- Generate insights from anonymised user inputs
- The Women’s Health Market Deserves Purpose-Built AI
Most general-purpose AI wasn’t trained to understand PMDD, perimenopause, or postpartum anxiety. It doesn’t know what matters emotionally, what needs to be flagged clinically, or what’s missing systemically.
Ema does. That’s why leading brands from hardware to digital care platforms choose to build with us instead of trying to patch together something on their own.
Because your users will feel the difference between a bot that gives answers and an intelligence layer that builds trust.
If you wouldn’t buy generic AI for cardiology, don’t settle for it in women’s health.
Building with Ema gives you the speed and flexibility of buying, with the long-term defensibility of building. And it gets you to market faster with safety, empathy, and clinical depth already built in.
If you’re designing for the most complex, high-trust users in healthcare, don’t choose between build or buy.
Build with someone you’d buy from. Build with Ema.
Find out more about Ema at emaapp.co
Mental health
Round up: funding for world’s first AI-powered IVF lab, and more

Femtech World explores the latest business and investment developments in the world of women’s health.
Funding supports US launch of world’s first AI-powered, automated IVF lab
Conceivable Life Sciences has raised US$50m to accelerate the development and commercialisation of the world’s first AI-powered automated IVF laboratory.
The funding will help to make the therapy more accessible, scalable and effective at delivering improved pregnancy results.
The Series A round brings Conceivable’s total funding to US$70m, including the company’s US$20m seed round, which closed in December 2022.
AURA utilises robotic precision and AI algorithms to remove variability and standardise more than 200 steps with the aim to deliver consistently successful IVF outcomes.
Conceivable is in active clinical operations and currently conducting a 100-patient pilot study.
The Series A funding will support Conceivable Life Sciences’s US debut next year, expanding its partnerships with fertility networks in 2026, marking the US commercial launch of the world’s first automated IVF lab.
“The fertility industry stands at a critical inflection point where breakthrough innovation will fundamentally expand access to care,” said Alex Christ, general partner at Advance Venture Partners.
“We saw a fragmented landscape of companies building low impact, point solutions for individual IVF processes, but only Conceivable tackling the full end-to-end approach to IVF that truly pushes the industry forward.
“By integrating these complex steps in one system, they’ve revolutionised the IVF lab with technology, engineering and biology at the core.
“Conceivable’s technology will enable the entire sector to deliver fertility care that’s more consistent, scalable, and, most importantly, within reach for the families who need it most.”
Truelli to advance R&D for world’s first menstrual pad with a built-in screening technology
Health tech startup Truelli is to advance its research and development on the world’s first menstrual pad that has a built-in screening technology designed to transform a period into a health checkpoint.
The company is developing a smart pad that analyses menstrual blood; an information-rich yet historically overlooked biomarker.
The technology is designed to routinely assess four key health indicators in women including nutrient levels, hormonal fluctuations, metabolic function and sexual health.
Results are delivered through a mobile application that syncs relevant data and provides actionable insights.
While innovation in women’s health is progressing, its impact is constrained by the lack of physiologically-relevant and robust R&D.
Without sustained investment that enriches our understanding of female-specific biology, real-world application of these innovations is fruitless.” said Dr. Saba Alzabin, Truelli co-founder and CSO.
“At Truelli, we’re transforming overlooked biological signals within the female cycle into tools that can support her healthspan.
“This has far-reaching potential in geographies where systemic and cultural barriers limit care for women and girls.”
NIH grant for endometriosis therapeutic
EndoCyclic Therapeutics has been awarded a National Institute of Health (NIH) Commercialization Readiness Pilot (CRP) Program grant from the Eunice Kennedy Shriver National Institute of Child Health and Human Development (NICHD.
This funding will accelerate the commercialisation of ENDO-205, a non-hormonal, disease-modifying therapeutic designed to treat endometriosis.
The CRP grant provides late-stage development resources to propel promising therapies toward the clinic.
ENDO-205 employs a pH-sensitive peptide mechanism that selectively eliminates lesions at the site of the disease, while leaving healthy tissue untouched.
This targeted approach allows the drug to fully eliminate lesions across all subtypes of the disease while maintaining a good safety profile.
US$4.5m to Drive US launch of breast surgery platform
Medtech startup Plexāā has raised US$4.5m funding to support the US launch of BLOOM43 – the world’s first fully wearable medical device designed to help patients prepare for breast cancer surgery.
Complication rates in breast surgeries, which can include infection, skin necrosis and the need for additional surgeries, have been recorded as high as 30 per cent.
BLOOM43 utilises Supraphysiological Preconditioning – a new technique that preconditions the skin, causing the release of heat-shock proteins that cause vasodilation and increased blood flow to the area.
According to the company, the process has reduced wound healing complications in proof-of-concept clinical trials and the device has demonstrated substantial improvements in the patient experience and surgical readiness.
Further investment includes over US$1.6m in i4i grant funding from the National Institute for Health and Care Research (NIHR), and US$1.3m from Thena Capital, a London-based VC firm backed by the British Business Bank.
The company says the funding will also support future innovations.
Berry Fertility launches AI powered tool for patient communications
Berry Fertility, a comprehensive patient-management platform for IVF, IUI, embryo transfer and egg freezing, has launched its AI-powered Smart Compose tool for patient communications.
Smart Compose is designed to integrate into existing workflows and EMRs to support care teams without disrupting day-to-day operations.
It pulls relevant chart details, reviews patient messages and references history to create a message draft that clinical staff can review and tweak before responding to patients.
The tool, which is purpose-built for the unique needs of fertility clinics and care teams, enables decisions and clinical judgment to be human-led.
The agentic AI system uses a “human-in-the-loop” approach, enabling staff to remain in control and review, edit or discard drafts before they are sent to patients.
By drawing on vetted fertility content and a medication database developed by Berry Fertility, the tool is fully customisable to each clinic’s workflows.
To ensure the safeguarding of data, all data remain isolated to ensure workflows are not shared or used to improve any other system, and no AI models are trained on patient data.
Medical partnership launches femtech product for menstrual cramps
Spark Biomedical and Velentium Medical, partners in neuromodulation device development, have partnered to launch OhmBody.
OhmBody is a division of Spark Biomedical that is working to develop a wearable, non-invasive wellness product intended to help reduce cramps and unhealthy amounts of menstrual blood loss.
Spark Biomedical says that the product is also designed to provide support for other disruptive effects of your period like fatigue, gastric discomfort, and emotional fluctuations.
Seven Starling raises US$8m for mental health platform expansion
Seven Starling has raised US$8m in funding to accelerate the national US expansion of its maternal mental health platform.
Currently operating in 18 states, the company plans to expand to over 30 states by the end of 2026.
The expansion will increase access to specialised care for women experiencing mental health challenges during fertility, pregnancy, postpartum and early parenthood.
According to Seven Starling, the platform has seen 90 per cent clinical improvement in patients who complete the programme, showing significant reductions in depression symptoms.
The platform offers automated patient screening technology, one-click referrals and direct EMR integrations.
It also automates critical operational functions including insurance verification, personalised care team assignment and care co-ordination, and utilises AI for administrative workflows.
“We’ve built technology to solve the operational challenges that typically create friction in healthcare delivery,” said Sophia Richter, COO and co-founder of Seven Starling.
Axia Women’s Health launches AI mammograms
Axia Women’s Health will be offering an FDA-cleared AI technology with every mammogram.
The development aims to increase access to earlier and more accurate breast cancer detection.
The technology known as MammoScreen acts as a “second set of eyes” for radiologists providing a dual-read approach to every mammogram.
In retrospective studies, MammoScreen detected 38.5 per cent of screen detectable cancers two years before diagnosis.
Through a partnership with Onsite Women’s Health, MammoScreen is now available across the Axia Women’s Health network, with multiple imaging centers in Pennsylvania, New Jersey, and Indiana.
Each imaging center is located within or near existing Axia OB/GYN care centers, making it more convenient for women to receive the comprehensive care they need.
Entrepreneur
Women in Cloud unveils 50-year tribute to women driving Microsoft’s trillion-dollar market shift

As part of celebrating Microsoft’s 50th Anniversary, Women in Cloud, with endorsement from Microsoft and the Microsoft Alumni Network, proudly unveils OPULIS, a stunning global coffee table book honouring 50 women whose leadership, innovation, and vision helped shape Microsoft’s evolution and who are now championing the democratisation of computing and AI access for the next generation.
Launched under the #empowHER50 campaign, OPULIS will debut globally during Microsoft Giving Month in October 2025. The making of OPULIS was never about creating a vanity list. It is a legacy tribute, a powerful signal to every Microsoft woman, today and for the next 50 years: You belong. You have an impact. Your story matters.
Unlike traditional honours based on status, the women featured in OPULIS were selected for their significance and their ability to drive meaningful transformation within Microsoft and across the broader tech industry.
Their stories are preserved not only in print but also through purpose: net proceeds of book sales will fund Microsoft AI Certification Scholarships for women, helping underserved talent access the AI-powered economy and shape the future of technology.
Built on the Philosophy of Significance
OPULIS was not created to celebrate status, but significance. Each honouree was selected based on her ability to create systemic change, drive measurable outcomes, take responsibility for opening doors, and engage deeply in building inclusive access to innovation.
This guiding philosophy is rooted in the FIRE Framework (Focus, Impact, Responsibility, Engagement) ensures the stories in OPULIS reflect transformational leadership that spans decades and disciplines.
Chaitra Vedullapalli, Executive Producer of OPULIS & President, Women in Cloud, said: “OPULIS captures the stories of Microsoft’s women who democratized access and transformed the lives of billions. These are the architects of access, the builders of innovation, and the catalysts for an inclusive AI future. Their stories inspire and ignite action.”
A Permanent Chapter in Microsoft’s History
OPULIS will be officially archived in the Microsoft Archives and Museum, serving as a timeless tribute to the women who helped shape the company’s journey and our collective future. This will preserve the stories of the women who helped shape the company’s culture, technology, and global influence.
Letty Cherry, General Manager, Image & Culture, Microsoft, said: “OPULIS is a permanent marker in Microsoft’s historical canon honouring leaders whose contributions deserve to be seen, studied, and remembered.”
Launching During Microsoft Giving Month With Purpose
Timed to coincide with the 2025 Microsoft Giving Campaign, OPULIS will mobilise global attention to fuel impact. Each book purchased directly supports AI skilling scholarships, enabling hundreds of women to access the tools and readiness needed to lead in the next wave of cloud and AI innovation.
Nathalie D’Hers, Corporate Vice President, Microsoft Digital, said: “This book is about purpose-driven legacy. OPULIS ensures that the stories of these remarkable women build access for others. It is a celebration with intention and impact.”
Manuela Papadopol, Executive Director, Microsoft Alumni Network, added: “OPULIS is the fuel for alumni and future changemakers. A powerful nod to the women who built Microsoft’s foundation and a wink to those about to shake things up next.” –
Campaign Milestones
- Global Launch: As part of its legacy-building mission, OPULIS will be officially archived in the Microsoft Archives and Museum, preserving these stories for generations to come. The global book launch will take place on October 28, 2025, during Microsoft Giving Season.
- Funding the Future: Through its “Books to Scholarships” model, OPULIS is also a purpose-driven movement: every 10 books sold funds one AI Certification Scholarship for women, with a goal of igniting 1,000 AI careers by 2030, further cementing OPULIS as a legacy with purpose.
- Global OPULIS Book Launch Tour: This tour kicks off in India on December 3, 2025, celebrating honourees and advancing the mission of economic access and digital equity.
- Honouree Engagement: Award ceremonies, book signings, and thought leadership platforms
Congratulations to the 50 Honourees!
Aliesha Pulliam, Emcee, Speaker, Actress and Founder of Career Divas Collective
Anna Kopp, Microsoft Digital Lead Germany, Microsoft
Aparana Gupta, Principal Software Engineering Manager, Microsoft
Brea Starmer, Chief Executive Officer, Lions & Tigers
Chaitra Vedullapalli President, Women in Cloud
Claudia Martinez, Global Director of AI Marketing, SAP
Cloe Zeng, Chief Growth Officer, The Gottman Institute
Debbie Uttecht, Partner Marketing Lead, Microsoft
Dee Dee Walsh, Developer & AI Marketing, Growth Acceleration Partners
Doher Drizzle Pablo, Founder, Techbayanihan
Elaine Q. Chang, Technical Advisor to Chief Communications Officer, Microsoft
Erin Chapple (Bourke-Dunphy), Corporate Vice President, Commercial Solution Areas, Microsoft
Gavriella Schuster, Managing Director, Gavriella Schuster, LLC
Gena G., Senior Product Manager, Microsoft
Helen Fanucci, Founder & CEO, Pipeline Power
Jacqui Miranda, Head of Asia Corporate Segment, Microsoft
Jane Boulware, Chief Marketing Officer, The Gottman Institute
Jenny Lay-Flurrie Vice President, Chief Accessibility Officer, Microsoft
Jessica Rafuse Director of Strategic Partnerships & Policy, Microsoft
Joanne Harrell, Board member, Advisor, First Lady of City of Seattle and Adjunct Professor, UW Foster School of Business
Karen Bergin, Senior Director, Employee Engagement and Disaster Response, Microsoft
Karen Fassio, Principal, Abundant Marketing Collective
Karen Cone, Venture Partner, Board Director, Advisor, Mastersfund™, Fyrii, AffableBPM Corporation, Pagedip
Kate Maxwell, General Manager, Worldwide Public Sector, Microsoft
Kathy D., Director, Accessibility, Accommodations & Inclusive Experiences, Microsoft
Lakecia Gunter, Tech Executive and Corporate Board Director, IDEX
Letty Katchen Cherry , Partner and GM, Image & Culture, Microsoft
Lotte Cordt Ihlemann, Principal Product Manager, Microsoft
Maggie Chan Jones, Corporate Board Director BT Group , Sage , Ontinue , (USTA) United States Tennis Association
Manuela Papadopol, Executive Director, Microsoft Alumni Network
Melissa Mulholland, Chief Executive Officer, Crayon
Michele Plaia, AI Business Solutions Sales Leader, Microsoft
Michelle Pruitt, Chief Digital and AI Officer, PLIXXA
Michelle Thomas, President & CEO, MichelleFThomas LLC
Miri Rodriguez, Chief Executive Officer, Empressa AI
Monika Mital Gupta , Partner GM, Engineering, Microsoft
Nathalie D’Hers, Corporate Vice President, Microsoft Digital, Microsoft
Nickie Smith, ACC President, Be Bold for Change USA
Nitasha Chopra Vice President and COO, Business Applications, Microsoft
Njideka U. Harry, Founder, Youth for Technology Foundation (YTF) & Global VP & Leadership Group Member, Ashoka
Patti Thibodeau, Archivist, Microsoft
Sabina Nawaz CEO Nawaz Executive Consulting
Shannon Huffman Polson, Author, CEO, Veteran, The Grit Institute
Sharmila Rathinam, Founder and CEO, EatHappy
Sherlaender Phillips, Founder and CEO, FullCircle Leadership Group
Simi Olabisi, Director, Azure AI, Microsoft
Stacy Tatem (She/Her), Founding Member, Empressa AI
Tameka M., Director, Microsoft
Trish Millines Dziko, Co-founder and Executive Director, Technology Access Foundation
Yanna Andronopoulou, General Manager Greece Cyprus Malta, Microsoft
Now Available: The OPULIS Network Special: 5-Book Bundle
You can hold a piece of history by pre-ordering bundles of OPULIS by Oct 20th. Individual book orders will be available starting Oct 25th, 2025.
You can reach out to our VIP relationship manager at partner@womenincloud.com and we will customise the perfect bulk orders for you.
Visit our website for more information: https://womenincloud.com/opulis
#WICxAI Innovator Microsoft Certification Program
Through our unique Books to Scholarships model, every 10 copies of OPULIS purchased funds 1 full scholarship, delivering next-generation AI skills to underrepresented talent worldwide with a goal of igniting 1,000 AI careers by 2030. To unlock access for women across the world, this scholarship will now be offered completely free or 50% subsidised based on eligibility. Apply before Oct 30th, 2025 to be eligible. The first cohort of 100 members will start on Nov 15th, 2025.
To learn more: https://womenincloud.com/workforce/
Want to be involved? Join the book launch team and help amplify these untold stories of impact. Learn more and get involved today!
Sponsored Content
Femtech support programme launched in Canada

Aa new initiative to help femtech start-ups bring their innovations to market more quickly has been launched in Canada.
The Women’s Health Medical Pathway (wHealth MedPath) aims to close a key gap in support for women’s health companies looking to commercialise their products.
The programme has been set up by Femtech Canada in collaboration with Innovation Factory, with backing from the National Research Council of Canada Industrial Research Assistance Program (NRC IRAP).
It connects start-ups with physician networks, clinical investment groups, contract research organisations and manufacturing partners to help validate innovations and prepare products for market.
Support services include expert feedback from key opinion leaders, product design and testing, and documentation such as regulatory strategy and clinical study planning.
These are designed to reduce risk, improve clinical credibility and strengthen commercialisation strategies.
Karen Linseman, vice president of operations at Innovation Factory, said: “We’re addressing a critical gap in Canada’s innovation pipeline.
“With the potential to contribute $27bn to Canada’s GDP by 2040, women’s health innovation represents one of the country’s most promising growth opportunities.
“wHealth MedPath provides the clinical insight and expert guidance femtech founders need to bring impactful solutions to market and position Canada as a global leader in this sector.”
Since launching publicly in 2024, Femtech Canada has built what it says is the third largest femtech ecosystem globally, comprising more than 170 women’s health companies.
Collectively, these businesses have commercialised over 110 years of Canadian research, created more than 1,200 jobs and attracted over $250m in private-sector investment.
The wHealth MedPath programme is now open to applications at femtech.ca/wHealth-MedPath.
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