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California start-up raises US$20m to invest in behavioural science platform

Wellth uses the science of behavioural economics to help people establish new healthy habits and improve their wellbeing

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A California digital health company has secured US$20m to fund its behavioural science-based platform.

Wellth uses behavioural economics to help people to prioritise their health and build long-lasting healthy behaviours.

The platform utilises the principles of loss aversion, present bias, the intent-behaviour gap, and the endowment effect to create motivation, behaviour change and address the obstacles that prevent people with chronic conditions from improving their lifestyle.

Many individuals struggle with building lasting healthy habits, with data showing that this could take a costly toll on individuals’ health and the healthcare system.

Meanwhile, many patients struggle with medication adherence, which can negatively impact individual health outcomes, and contributes to more than US$500b in avoidable healthcare costs.

“Wellth has solved one of the hardest and most fundamental challenges in healthcare—motivating patients to take action and do what’s best for their health,” says Yuanling Yuan of SignalFire, who leads the firm’s healthcare investment strategy.

As part of the company’s programme, patients are asked to snap a daily photo of their medications, glucose levels or other healthy behaviours.

Through this daily interaction, Wellth argues, behaviours are trained into habits, which ultimately lead to lasting change and positive health outcomes.

“At the core, we’re removing barriers and giving patients the motivation to do what’s best for their health,” says Matt Loper, Wellth co-founder and CEO.

“This mission is very personal to me, since I saw my own uncle struggle with behavioural change after a type two diabetes diagnosis.

“After he passed, I set out on a personal quest to understand why humans don’t do what we’re ‘supposed to do’ when it comes to our health.”

Wellth’s most recent round, led by SignalFire, is hoped to enable Loper and his team to expand and further invest in the behavioural science engine behind the app.

Frank Williams, Wellth’s board chairman, says: “Wellth is uniquely positioned as the leading behaviour change company in healthcare.

“The team has taken an innovative approach through a data-driven, behavioural economics lens to effectively activate, engage and drive lasting impact for patients struggling to manage their health.

“This core competency can be applied to drive vastly improved health outcomes and significantly lower medical costs. As a result, the company has driven impressive growth through relationships with the nation’s leading health plan and provider-based organisations.”

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Research project of the year shortlist revealed

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The Femtech World Awards is proud to reveal the shortlist for Research Project of the Year as part of the third annual global celebration of innovation, impact and leadership across women’s health.

From fertility science and perimenopause research to regional ecosystem analysis, the shortlisted projects reflect the breadth and growing influence of femtech research worldwide.

The category is sponsored by OncoGenomX, with the winner to be selected by a representative from the organisation.

OncoGenomX is dedicated to offering solutions and providing comprehensive support services that empower Drug Developers, Clinical Researchers, Oncologists,NextGenSeq Diagnostics Laboratories, NextGenSeq Service Organisations, Cancer Diagnostics and Therapeutics Companies to achieve their ambitious goals

The shortlisted entries for Research Project of the Year are:

Women’s health remains significantly underserved in South-East Asia, with persistent gaps in access, awareness, and quality of care carrying substantial social and economic costs.

This report examines the femtech landscape in Indonesia, the Philippines, Singapore, Thailand, and Vietnam, highlighting market trends, emerging technologies including artificial intelligence, and the evolving support ecosystem.

It identifies key challenges facing femtech founders, including limited access to finance, low awareness and persistent stigma, marketing constraints linked to content moderation, and gaps in tailored ecosystem support.

 

Led by Stephanie Willson, MD, of the IVI RMA Global Research Alliance, the study explored whether embryos that show certain chromosome abnormalities during genetic testing may still have the potential to result in a healthy pregnancy and live birth.

The research analysed more than 7,600 frozen embryo transfers and found that some embryos previously considered unlikely to succeed were still capable of leading to successful pregnancies, although at lower rates than embryos without abnormalities.

The findings could help fertility clinics and patients make more informed decisions during IVF treatment, particularly in cases where there are limited embryos available.

Rather than automatically discarding these embryos, the research supports a more evidence-based and personalised approach to fertility care.

For many women, perimenopause can feel confusing and unpredictable, with limited research explaining what is happening in their bodies.

Natural Cycles set out to change that by leading one of the largest studies ever conducted on menstrual and ovulatory patterns, uncovering new insights into how ovulation behaves as women approach menopause.

Conducted in collaboration with researchers from George Washington University, Seattle Clinical Research Center, Gennev and the University of California San Diego, the study analysed nearly one million menstrual cycles from more than 197,000 women aged 18–52 across more than 140 countries.

The scale of this dataset made it possible to explore menstrual patterns and ovulation in far greater detail than has traditionally been possible in women’s health research.

The Femtech World Awards celebrates the innovators, researchers and organisations driving meaningful progress in women’s health.

What happens next

Winners across all categories will be revealed during the virtual ceremony on June 19, with winners receiving a trophy and an interview with a Femtech World journalist.

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Mental health

Women over 40 seeking raves for mental health benefits

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Women over 40 are seeking raves for mental and physical wellbeing, with a study suggesting the benefits go beyond nightlife.

The findings challenge the idea that nightlife and electronic dance music events are mainly for younger people.

Published in Psychology of Music, the study focused on the common misconception that nightlife is only for younger audiences.

Researchers surveyed 136 female clubbers aged 40 to 65 about their experiences at electronic dance music events.

The study, carried out at the University of Leeds in England, found women reported mental and physical wellbeing benefits from attending these events.

Seeing favourite DJs was the most common motivation, but many women also described dancing as a way to relieve stress and find emotional support.

The research found that 65.9 per cent of participants described attending a rave as “spiritual”, while 62.9 per cent said it offered an escape from everyday life.

A further 58.3 per cent said they felt like a different version of themselves in a club environment.

Nine in ten participants said they felt at home at electronic dance music events, with many pointing to a shared passion for music and the sense of community around it.

The study also suggested physical fitness played a role, with some women saying they had made clubbing part of their regular exercise routine.

However, the findings also highlighted challenges for older women in nightlife spaces.

One fifth of participants said they felt visibly out of place because of their age.

Nearly half reported unwanted physical contact, leading some to seek out different venues or attend only with friends.

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Osteoporosis significantly increases risk of death in menopause, study suggests

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Osteoporosis may raise the risk of death in postmenopausal women by up to 47 per cent, a new study suggests.

The findings point to an inverse relationship between femoral bone mineral density and mortality risk, especially within certain ranges.

Femoral bone mineral density is the amount of mineral in the thigh bone, which is often measured to assess bone strength and osteoporosis risk.

Dr Monica Christmas is associate medical director for The Menopause Society.

She said: “Osteoporosis often remains a silent threat after menopause, despite its profound effect on women’s lives—from loss of height, poor balance, and reduced mobility to disfigurement, pain, and even premature death.

“Early screening and preventive measures, including a calcium-rich diet (preferably from food sources), regular weight-bearing exercise, and hormone therapy when appropriate, can significantly improve bone health and reduce risks not only of fractures but also cardiovascular disease, certain cancers, and dementia.

“It’s time we bring this conversation to the forefront.”

In the  study involving nearly 3,000 postmenopausal women, bone mineral density at four femoral sites was assessed using dual-energy x-ray absorptiometry, a scan commonly used to measure bone strength and fracture risk.

The analysis found that mortality risk was significantly higher when femoral bone mineral density reached the osteoporotic threshold or when osteoporotic fractures were present.

After full adjustment, osteoporosis was associated with a 47 per cent increased risk of mortality.

A stronger inverse association between increased bone mineral density and mortality risk was seen within specific ranges, suggesting bone mineral density could serve as a prognostic marker of wider health.

The relationship appeared especially notable within the range of 0.46 to 0.71 g/cm² for total femur bone mineral density.

Previous research has shown that postmenopausal women face a significantly higher risk of death within one year of hip or vertebral fractures.

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