News
Femtech describes a category. Women’s health describes a life

By Ema founder and CEO, Amanda Ducach
Ema’s claim to fame is that “she” was the first agentic AI for women’s health.
That means that as the CEO, I get to spend my days speaking with women’s health founders and funders about AI for women. And… I have noticed something that I wanted to share.
There’s a growing confusion in the market: “femtech” and “women’s health” are often used interchangeably. But while they’re deeply connected, they’re not the same.
All femtech is women’s health. But not all women’s health is femtech. Both matter. But the distinction matters, too.
Femtech: A Catalyst for Innovation, Not a Catch-All
Coined in 2016 by Clue founder Ida Tin, femtech provided a language for a long-overlooked corner of healthcare and has since become one of the fastest-growing verticals in digital health.
Femtech:
- Names a market that was previously invisible.
- Unlocks funding, innovation, and legitimacy.
- Centers historically neglected needs in health tech.
Today, femtech includes everything from fertility and contraception to menopause care, pelvic health, sexual wellness, mental health, and cancer screening.
It’s a category with momentum and one that is expanding.
But categories have limits. When we frame the full breadth of women’s health needs solely through the lens of femtech, we risk both narrowing the scope and limiting its impact.
That’s not a failure of the category. It’s a signal that we must build beyond it.
Women’s Health: Bigger Than a Market. More Complex Than a Milestone
Women’s health is a lifelong, whole-body experience.

Amanda Ducach
It spans:
- Cardiovascular, metabolic, neurological, and autoimmune conditions
- Mental health across life stages
- Hormonal transitions beyond reproduction (e.g., perimenopause, PCOS)
- The interplay of biology, identity, stress, and systemic bias
And yet, women remain underdiagnosed, undertreated, and underserved, partly because mainstream healthcare systems still don’t reflect their reality.
Women’s health encompasses more than just gynaecology. It’s a biopsychosocial model of care that sees women in full, not just in episodes.
Why the Distinction Matters
Femtech is growing, but funding remains concentrated in specific stages, including fertility, pregnancy, and postpartum. These are deeply important, but they’re just a fraction of the health journey.
Most of women’s health happens outside of reproduction.
Think: PMDD in adolescence, anxiety in early adulthood, migraines and autoimmune flare-ups, perimenopause in midlife, and heart disease risk post-menopause.
When investment flows into what’s easiest to monetise in the short term, we risk reinforcing a narrow story of what women need and when.
The result? Gaps in care, missed opportunities, and underserved lives. The risk isn’t that femtech is too small. It’s that we treat women’s health as if it is.
Femtech as a Bridge, Not a Box
The future isn’t about picking sides. It’s about connecting categories with complexity.
Femtech is an essential bridge: from invisibility to visibility, from stigma to innovation. But it’s not the endpoint. To meet women where they actually are, we must:
- Design for the whole hormonal arc, not just milestones.
- Expand data models to reflect lived experience across race, gender identity, and life stage.
- Invest in long-term conditions, not just urgent ones.
- Prioritise prevention, quality of life, and self-trust, not just outcomes that are easily measurable.
As the Health Innovation Network warns, without this evolution, even well-intentioned femtech could inadvertently widen the health equity gap.
The Bottom Line
Femtech is a powerful industry. Women’s health is a lifelong mission.
All femtech is women’s health. But not all women’s health is femtech.
Recognising that is how we build products and care systems that actually fit women’s lives.
Find out more about Ema at emaapp.co
Cancer
Ovarian cancer cases rising among younger adults, study finds

Ovarian cancer cases are rising among younger adults in England, with bowel cancer showing a similar pattern, a new study suggests.
Researchers said excess weight is a key contributor, but is unlikely on its own to explain the pattern.
The authors wrote: “These patterns suggest that while similar risk factors across ages are likely, some cancers may have age-specific exposures, susceptibilities, or differences in screening and detection practices.”
They added: “Although overweight and obesity are linked to 10 of the 11 cancers evaluated and account for a substantial proportion of cancer cases, both BMI-attributable and BMI-non-attributable incidence rates have increased, though the latter more slowly, suggesting other contributors.”
The study analysed cancer incidence, meaning new diagnoses, in England between 2001 and 2019 across more than 20 cancer types, comparing adults aged 20 to 49 with those aged 50 and over.
Among younger women, cases of 16 out of 22 cancers increased significantly over the period, while among younger men, 11 out of 21 cancers increased significantly.
In particular, there was a significant rise in 11 cancers with known behavioural risk factors among adults under 50. These were thyroid, multiple myeloma, liver, kidney, gallbladder, bowel, pancreatic, endometrial, mouth, breast and ovarian cancers.
Rates of all 11 also rose significantly among adults aged 50 and over, with the notable exceptions of bowel and ovarian cancer.
Five cancers, endometrial, kidney, pancreatic, multiple myeloma and thyroid cancer, increased significantly faster in younger than in older women, while multiple myeloma increased faster in younger than in older men.
The researchers looked at established risk factors including smoking, alcohol intake, diet, physical inactivity and body mass index, a measure used to assess whether someone is underweight, a healthy weight, overweight or obese.
With the exception of mouth cancer, all 11 cancers were associated with obesity. Six, liver, bowel, mouth, pancreatic, kidney and ovarian, were also linked to smoking.
Four, liver, bowel, mouth and breast, were associated with alcohol intake. Three, bowel, breast and endometrial, were linked to physical inactivity, and one, bowel, was associated with dietary factors.
But apart from excess weight, trends in those risk factors over the past one to two decades were stable or improving among younger adults.
That suggests other factors may also play a part, including reproductive history, early-life or prenatal exposures, and changes in diagnosis and detection.
The study noted that red meat consumption fell among younger adults, while fibre intake remained stable or slightly improved in both sexes between 2009 and 2019, although more than 90 per cent of younger adults were still not eating enough fibre in 2018.
Established behavioural risk factors accounted for a substantial share of cancer cases.
Excess weight was the risk factor associated with most cancers in 2019, ranging from 5 per cent for ovarian cancer to 37 per cent for endometrial cancer.
The researchers said the findings were based on observational data, meaning the study could identify patterns but could not prove cause and effect.
They also noted there were no consistent long-term national data for several risk factors, that the analysis was limited to England rather than the UK, and that cancer remains far more common overall in older adults despite the rise in cases among younger people.
Pregnancy
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