News
Femovate announces 30 new femtech start-ups for its 2024 UX design sponsorship programme
Experts in UX design and product strategy from Guidea will work with the 2024 Femovate companies to help them grow and develop

Guidea, an award-winning, women-led UX design agency, has announced 30 new early-stage femtech companies for its 2024 UX design sponsorship programme, Femovate, selected from 130 applications across six continents.
Launched by Guidea in 2022, the Femovate programme has invested more than US$1m in femtech innovation through its UX design sponsorship programme, and elevates promising femtech start-ups by giving them the same kind of services that Guidea provides to the top Fortune 100 companies.
The global femtech market was valued at US$51bn in 2021 and is forecast to reach US$1tn by 2027, according to FemTech Landscape Report. Research from the World Economic Forum found that women-focused research could yield an economic return of over 40 times its investment.
Despite this rapid growth and massive opportunity for investment in the industry, research from McKinsey & Company revealed that due to bias surrounding the needs of women, femtech companies only receive three per cent of all digital health innovation funding.
Experts in UX design and product strategy from Guidea will work closely with the 2024 Femovate companies to help them improve and accelerate the efficiency, usability and accessibility of their products.
The complimentary services provided by Guidea will help burnish the credibility of the 2024 Femovate companies, putting them in a far stronger position to acquire new funding and media opportunities.
UX design support may include researching and testing digital designs, identifying areas for differentiation in the market, collaborating with industrial designers and engineering teams to create user-centric products that exceed expectations, and delving deeply into the patient, provider and customer journey.
“Femtech is the industry that will change the world,” said Guidea co-founder and CEO, Theresa Neil.
“We see incredible promise with the start-ups we’re sponsoring while understanding the challenges they face bringing innovation to generally taboo health topics. Femovate can provide a small but powerful boost for these companies to jump to the forefront of femtech and bring solutions to millions of women globally.”
The 30 companies selected for the 2024 Femovate programme include:
Breast health
- Deeplook Medical: Revolutionising radiology for cancer screening, diagnosis, and treatment, with their FDA-approved, patent-protected software. The shape recognition software accurately measures, segments, and displays the density of soft tumor masses in Mammograms, Ultrasounds, CT scans, and MRI images — with just one click.
- iSono Health: Transforms breast cancer screening by combining automated ultrasound and artificial intelligence (AI) to empower women and physicians with accessible and personalised breast health monitoring.
- KnowBra: Uses AI and computer vision for post-mastectomy bra fitting. The platform automates insurance claims and offers zero-touch fittings. KnowBra’s solution reduces discomfort, boosts confidence, and guarantees a proper fit.
Cardiovascular
- Armor Medical: A biomedical device company that dares to innovate better health for all. The company’s groundbreaking wearable device, Maternal aRMOR, is revolutionising early obstetric haemorrhage detection, offering objective, real-time monitoring to enhance patient outcomes and reduce healthcare costs.
Chronic conditions
- Afynia Labs: Developer of an at-home screening test that will shorten the path to diagnosis and treatment for endometriosis.
Fertility
- PherDal Fertility Science: Stands at the forefront of innovative reproductive healthcare, dedicated to transforming fertility assistance with groundbreaking and accessible solutions. The company’s flagship product, the PherDal Kit, is a patented, sterile, FDA-cleared over-the-counter option, meticulously designed to empower individuals on their path to parenthood.
- Plan Your Baby:A global fertility and pregnancy telehealth clinic providing end-to-end clinical, digital, affordable, effective, personalised and fast solutions for fertility and pregnancy-related problems.
Hormone health
- Iameno: An end-to-end hormonal health management platform leveraging AI, data and sciences to provide daily step-by-step personalised guidance and action plans to women going through hormonal changes impacting their physical, emotional and cognitive health. Our mission is to create a new generation of women who are smarter about their health.
- Impli: Developer of subdermal implants that monitor fertility hormone levels frequently and in real-time so that clinicians can make better decisions during the IVF treatment. Clinicians need more data points to deliver precision care to move the dial on success rates and increase women’s safety.
- Proov: A proactive fertility testing platform that helps couples identify the leading causes of infertility at home. Proov is the only FDA-cleared test to confirm ovulation at home. It combines simple urine-based diagnostics with an easy-to-use app to give women a clear view of their menstrual cycles and fertility status.
Maternal health
- BB Imaging: A telesonography® provider that connects healthcare facilities and their patients with remote, expert sonographers. By combining a facility’s existing resources with FDA-cleared and HIPAA-compliant technology, TeleScan can bring high-quality prenatal ultrasound care to all patients.
- Ciconia: The first AI-based medical device that allows clinicians to base critical labor decisions on accurate and user-independent measurements, providing a safe and gentle process for both mum and baby.
- EXO: A company battling disparities in women’s health research and treatment while enhancing the standard of care for maternal health.
- Health Evolve: Brings care delivery closer to home and is the creator of LAUREN, a digital health platform to help pregnant and postpartum women manage their health while receiving support from a personalised care village outside of the walls of the clinic.
- Partum: A hybrid clinic delivering the best of online and offline care to women and families through the fertility, pregnancy, and postpartum journey.
- riskLD: A clinician-facing perinatal patient safety software platform developed to elevate situational awareness of inpatient obstetric units and improve outcomes for pregnant patients and their newborns.
- Villie: A platform that connects expecting parents with support from loved ones through cash, gifts, and services while also helping brands target mums by placing products in front of their villagers to drive revenue.
Menstruation
- Joni: A menstrual care brand that’s making organic and sustainable products mainstream to make period care accessible for everyone.
Oncology
- Cacta: Creator of MyLymphCare, a research-based home-monitoring solution for early detection of lymphedema, one of the major side effects of breast cancer treatment. The company empowers women to monitor at home to catch symptoms before they are visible, enabling early treatment that results in a dramatically lower risk of chronic lymphedema.
- Prosoma: A global medical company delivering digital healthcare solutions for oncology, with a product portfolio that supports the patient’s mental and behavioral health.
- Thyia:A digital health platform providing women with access to at-home cervical cancer screening tests making cervical cancer a thing of the past.
Pelvic floor health
- HyIvy: Provides data-driven medical devices that facilitate pelvic floor rehabilitation.
Safety and privacy
- Epowar: A wearable technology to make women safer. The company recently launched the first safety app that detects if the user is physically attacked, alerting their chosen contacts, sharing live location data and storing valuable evidence in the cloud.
Uterine health
- Nesa Medtech: A leading deep-tech medtech startup specialising in developing patented, scarless image-guided surgical solutions in women’s health using advanced technology.
Women’s wellness
- Bloomful: A diagnostic solution delivering streamlined, accessible gynaecological care to underserved women globally.
- Celeste: Celeste’s ExactRx is a medication diagnostic tool that transforms traditionally diagnostic lab panels into actionable medication safety and efficacy insights. Using AI-powered precision medicine, it enables healthcare providers and payers to pre-emptively assess how a patient will respond to medications and subsequently create personalised adherence plans.
- Girls First Finance: Girls First Finance (GFF) promotes equitable access to education and financial services for vulnerable young women starting in Africa who are otherwise at risk of exploitation to cover their education expenses. Through its mobile super app platform, GFF provides access to student loans along with tools focused on safeguarding, financial literacy, career development and community support across over a dozen features.
- Health in Her Hue: A digital health platform dedicated to connecting Black women and women of colour to culturally sensitive healthcare providers, evidence-based, culturally-tailored health content, and community support.
- Incora: Empowers women to meet their fertility and wellness goals by providing actionable health insights using the Incora smart earrings.
- NAWAT Health: A digital platform that provides Arab women access to sexual and reproductive health educational programs and judgment-free and pleasure-positive online care with diverse, trusted, and trained sexual and reproductive health experts.
Ida Tin, founder of the period tracking app Clue, who coined the term femtech in 2016, said: “The world is finally waking up to the staggering data that shows both the investment gap into women-led companies, women-centric innovation, and the huge untapped potential of both — and some are taking real tangible action.
“I’m impressed with the caliber of the femtech companies I’ve been part of selecting for the 2024 Femovate cohort and the practical support they receive from Femovate.”

Menopause
Menopause workplace toolkit launched to help UK employers support staff

A new free menopause toolkit has been launched to help UK employers respond better to menopause at work, improve wellbeing and retain experienced staff.
Wellbeing of Women has launched MENO-Kit in partnership with Lancaster University, which it describes as the UK’s first evidence-based menopause workplace toolkit.
The online resource translates more than a decade of academic research into practical guidance for employers.
It is designed for managers, human resources and occupational health teams, equality, diversity and inclusion leads, trade unions and employees.
Its four modules cover menopause awareness, symptom management, menopause champion training and cognitive behavioural strategies.
These are techniques that help people spot and change thought or behaviour patterns that can make symptoms harder to manage.
Amanda Griffiths, emeritus professor of occupational health psychology at the University of Nottingham, said: “I am so pleased the Wellbeing of Women’s toolkit is now available.
“It presents the culmination of many years’ research by Claire Hardy, Myra Hunter and myself at our three universities.
“It’s a clear story: women represent nearly half the working population and menopause is a normal event in their lives.
“Those who experience difficulties appreciate understanding and support. And it’s not difficult to provide.
“I really hope that the next generation of working women, their colleagues and their managers will find the toolkit helpful.”
MENO-Kit was informed by research studies conducted by Lancaster University, the University of Nottingham and King’s College London.
This included the UK’s first large-scale study of women’s experience of menopause at work, carried out at the University of Nottingham, which identified fatigue, poor concentration, low mood and hot flushes as symptoms affecting working life.
It also highlighted the kinds of employer support working women said they would find helpful.
The toolkit has been tested in eight UK organisations across the public, private and charity sectors.
A total of 2,162 people, mostly women in their mid-40s and 50s, contributed across the studies.
The launch comes at a time of growing urgency for employers.
Research from McKinsey & Company highlights the economic opportunity of closing the women’s health gap, estimating it could unlock up to £11bn a year for the UK economy.
The NHS Confederation has also highlighted the economic case for investing in women’s health, linking better support to improved workforce retention and reduced pressure on employers and public services.
Alongside this, research has continued to show the impact of menopause at work.
Separate polling by Benenden Health found that 28 per cent of women had considered leaving work because of symptoms, while 31 per cent reported reduced productivity.
MENO-Kit has been developed to help organisations respond with practical, evidence-based tools that build confidence, reduce stigma, improve wellbeing and help retain experienced staff.
The launch is being marked by an online event featuring a keynote from the Rt Hon Dame Diana Johnson, minister of state for employment, a live demonstration of MENO-Kit by Dr Abigail Morris, and a discussion on practical approaches to creating menopause-supportive workplaces.
Janet Lindsay, chief executive at Wellbeing of Women, said: “Too many women still struggle in silence during menopause at work, with many employers lacking the tools to respond effectively.
“MENO-Kit addresses this gap, offering practical, evidence-based ways for organisations to better support their people.
“It helps women stay working, thrive, and realise their potential at work.
“We’re hugely grateful to the research teams whose expertise has made this possible.”
Dr Abigail Morris, lecturer in workplace health and wellbeing at Lancaster University, said: “We’re delighted to launch Meno-Kit which represents an important step forward in supporting organisations across the UK to take a proactive and informed approach to menopause in the workplace.
“By providing practical tools, evidence-based guidance and a structured framework for action, the resource will help organisations develop effective menopause action plans, foster more inclusive and supportive workplace cultures, and better support women experiencing menopause to remain healthy, engaged and thriving at work.
“We believe Meno-Kit has the potential to drive meaningful organisational change while improving the everyday working lives and wellbeing of women across the UK workforce.”
Davina McCall, Wellbeing of Women ambassador, said: “Menopause shouldn’t be something women hide or struggle with alone at work or anywhere.
“It’s a normal life stage, not a personal failing.
“By talking about menopause openly and putting the right support in place, workplaces can make a huge difference to women’s wellbeing, confidence and careers enabling them to thrive at work.”
News
Elation Health acquires EHR startup Aster

Elation Health has acquired Aster, a women’s health EHR startup created by sisters Fifi Kara and Dr Lailah Kara-Newton.
The deal, announced on 3 June 2026, will see Aster’s team join Elation Health as the company expands development of what it describes as the first agentic operating system for primary care.
An EHR, or electronic health record, is a digital system used by healthcare providers to store and manage patient information.
Aster was founded by Kara and Kara-Newton as an AI-native EHR platform for women’s health providers.
Elation Health said the acquisition would allow Aster to learn from its expertise in AI agents and support development of its agentic operating system for primary care.
Kyna Fong, co-founder and chief executive of Elation Health, said: “The Aster team impressed us with their vision and creative inventions to support independent practices.”
Fong said Elation, like Aster, was founded by siblings who wanted to change the healthcare system.
She added: “That shared north star means they understand what we’re building and why it matters. It was clear right away they would significantly add to our capabilities.”
Kara has spent 10 years creating consumer and business-to-business products across the UK, Europe and the US, and recently supported Meta’s Health & Fitness team, according to Aster’s website.
Kara-Newton previously worked as a hospital doctor in the NHS across medical and surgical specialties, including breast surgery, general surgery, emergency medicine and obstetrics and gynaecology.
Aster launched in 2023 after raising US$2.8m from Zeal Capital Partners, Cornerstone Ventures, Octopus Ventures and others.
Kara, Kara-Newton and Aster’s chief technology officer, Nacho Vazquez, will all join Elation.
Kara said: “From the moment we met Kyna Fong, Ashley Rogers, and the Elation leadership team, it was clear we were aligned on what matters most: that clinicians deserve truly incredible software that brings joy back to their practice. Together, we can now bring that vision to millions of primary care patients across the country.”
The sisters said their work was shaped by Kara-Newton’s first pregnancy, when undiagnosed pre-eclampsia led to an emergency caesarean section and neonatal intensive care admission for her son.
The founders said they wanted to build technology that could help prevent similar outcomes for other women.
The acquisition comes amid continued concern over maternal health inequalities in the US.
In the US, Black maternal mortality remains alarmingly high, with rates nearly double those of white women, and experts point to unequal access to care, implicit bias and fragmented approaches to care.
Mental health
Pilates may improve heart and metabolic health in sedentary women, study finds

A four-week Pilates programme may improve heart, metabolic and stress measures in previously sedentary women, a small study suggests.
Pilates is a mind-body form of exercise that has been linked to better fitness, balance, posture, muscular endurance, mental wellbeing and quality of life in different groups.
Built around breathing, concentration, control, precision, centring and flow, Pilates is already used in physiotherapy, rehabilitation and preventive health. The new study looked at whether a structured four-week programme could affect cardiovascular, metabolic, body and stress-related measures in sedentary adult women.
The longitudinal study included 30 sedentary women split into two age groups, 30 to 40 and 50 to 60.
All participants completed a standardised, supervised Pilates programme lasting four weeks, with three sessions a week lasting 50 to 60 minutes.
Researchers measured resting heart rate, systolic and diastolic blood pressure, body mass index, abdominal circumference, fasting blood glucose and serum cortisol at the start and end of the programme.
Systolic and diastolic blood pressure are the top and bottom readings in a blood pressure test. Cortisol is a hormone linked to the body’s stress response.
The four-week Pilates programme was linked to improvements in cardiovascular, metabolic, body and neuroendocrine measures, although not every change reached statistical significance within each age group.
In the younger group, significant reductions were seen in heart rate, blood pressure, body mass index and fasting blood glucose after the intervention.
The reduction in blood pressure after the programme was significantly greater in the older group than in the younger group.
Older participants also showed a greater reduction in glucose and cortisol levels after the intervention than younger participants.
Analysis also found significant links between cardiovascular, metabolic and neuroendocrine changes.
In the younger group, this was particularly seen between heart rate and blood pressure responses.
In the older group, it was particularly seen between changes in body mass index and fasting glucose.
The findings suggest Pilates could be a useful multidimensional exercise approach for cardiometabolic health and stress regulation in previously sedentary women.
The researchers said the larger reduction in blood pressure seen in the older group may reflect a higher cardiometabolic burden at the start, leaving more room for improvement after the programme.
The greater reduction in fasting glucose and cortisol in older participants may similarly suggest that people with higher baseline metabolic and neuroendocrine dysfunction could benefit more from structured exercise such as Pilates.
Although Pilates is known to improve body composition through energy use, neuromuscular activation and support for healthier habits, the researchers said the fall in body mass index over four weeks is unlikely to be explained by Pilates alone.
They noted that participants were also told to avoid alcohol, sugar-containing products and sugar-sweetened drinks during the intervention, which may have contributed to the change.
In the younger group, the link between heart rate and blood pressure suggested coordinated cardiovascular responses after Pilates.
The researchers also found that cortisol appeared to be linked to blood pressure and body mass index, suggesting stress-related changes may be tied to cardiovascular and body regulation after the intervention.
In the older group, the link between body mass index and fasting glucose highlighted the relationship between body fat and metabolic regulation.
A positive link between blood pressure and body mass index in this group also suggested that improvements in vascular regulation may be associated with reductions in body mass.
Overall, the findings suggest Pilates-related physiological changes may involve interconnected cardiovascular, body, metabolic and neuroendocrine mechanisms, with different response patterns by age.
The study has important limits. It did not include a non-exercise control group, so it cannot prove Pilates directly caused the changes.
The sample size was also small, which limits how far the findings can be applied more widely.
The authors also noted that cortisol was measured using a single fasting morning sample, which limits conclusions about broader hypothalamic-pituitary-adrenal axis regulation, the system involved in the body’s stress response.
They said larger studies with longer follow-up will be needed to confirm whether Pilates causes these physiological changes over time.
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