Fertility
Are period tracking apps falling behind? Why GenAI is the missing piece

By Morgan Rose, Chief Science Officer at Ema
Period tracking apps have come a long way—from simple calendar-based logs to advanced cycle prediction tools.
But are these apps truly meeting women’s needs, or are they missing a critical opportunity?
The reality is that most period apps stop at data collection—they track symptoms but don’t translate that data into real-time, personalised support.
This is where Generative AI (Gen AI) can revolutionise the experience.
Why Period Apps Need Gen AI to Support Women
- Personalised, Real-Time Answers:
- Most period tracking apps offer static, one-size-fits-all predictions, but women’s cycles are dynamic. What happens when an app flags an irregular cycle? What if a user logs new, unexpected symptoms? Currently, many apps leave women to figure it out independently. Gen AI can change that by offering contextual explanations, possible causes, and next steps—without forcing users to Google symptoms or wait for a doctor’s appointment. A Journal of Medical Internet Research study found that women desire more personalised insights and guidance from period tracking apps, mainly for managing irregular cycles and understanding symptom patterns.
- A True Health Companion, Not Just a Calendar:
- Today, apps function as logbooks, not interactive guides. With Gen AI-powered assistants, users could have real-time conversations about their symptoms, emotional well-being, and health concerns. Instead of just logging mood swings, imagine an app recognising patterns and suggesting evidence-based strategies for symptom relief.
- Smarter Insights, Not Just Static Predictions:
- Period trackers use cycle history to make predictions, but what if a user skips logging for a few months? What if their symptoms shift due to lifestyle changes? Gen AI can fill the gaps by analysing past data, current trends, and external health factors (like stress, sleep, and exercise) to provide adaptive, real-time guidance. A survey analysis of menstrual cycle tracking technologies highlights the need for more sophisticated data analysis and personalised insights to improve the accuracy and effectiveness of period tracking.
- Bridging the Gap Between Tracking and Action:
- Most apps are passive—they remind users when their period is coming but don’t offer proactive health recommendations. Gen AI closes this gap by:
- Suggesting relevant health screenings based on symptoms
- Providing cycle-specific nutrition & lifestyle tips
- Helping users prepare for PMS symptoms before they hit
- Research suggests that women are increasingly using period tracking apps to manage their health proactively, and Gen AI can facilitate this by providing actionable recommendations and personalised guidance.
- Most apps are passive—they remind users when their period is coming but don’t offer proactive health recommendations. Gen AI closes this gap by:
Future-Proofing Femtech: AI as a Competitive Advantage
Apps that fail to integrate Gen AI risk becoming outdated and less engaging.
As women seek more intuitive, intelligent tools, those that leverage AI will become the go-to platforms for personalised reproductive health support.
AI-powered platforms like Ema are bridging this gap by ensuring personalised and medically relevant insights—helping women access smarter, more adaptive health support, no matter their background or needs.
The Bottom Line
Tracking is just the beginning—women deserve more than a digital calendar. Period apps that don’t evolve with Gen AI risk missing a major opportunity to support users in real-time.
It’s time to move beyond symptom tracking and into the AI-driven, personalised health guidance era.
Will your period app keep up?
Morgan Rose is a Certified Nurse Midwife, Women’s Health Nurse Practitioner, and International Board-Certified Lactation Consultant with over a decade of experience supporting women’s health.
As the Chief Science Officer at Ema, Morgan combines her expertise with her passion for empowering women. She lives in New York City with her spunky daughter and their beloved dog.
Learn more about her work with Ema here.
Entrepreneur
Onto Health acquires diagnostics software company Levy Health

Onto Health has acquired Levy Health, a fertility software company providing precision diagnostics and patient intake for reproductive medicine.
The acquisition, fuelled by Onto Health’s US$20m Series A fundraise in April, supports its plan to build scalable, tech-enabled infrastructure for reproductive medicine.
Onto founder Roohi Jeelani, MD, called it the first of several moves in the company’s expansion strategy in a LinkedIn post, adding that there was “more coming soon”.
She said: “This isn’t just an acquisition, it’s proof of how we’re building Onto: physician-led, tech-enabled, and built to scale without losing the personal touch fertility patients deserve.”
Headquartered in Chicago, Onto Health combines evidence-based fertility care with artificial intelligence-driven diagnostics, clinical automation and longevity science.
AI-driven diagnostics use software to analyse patient information and support clinical decision-making, rather than replace clinicians.
Levy Health, founded in Berlin with US offices in San Francisco, helps medical providers identify endocrine disorders more quickly and helps clinics streamline fertility workups.
Endocrine disorders affect the body’s hormone system, which can influence ovulation, menstrual cycles and fertility.
Co-founder Caroline Mitterdorfer said joining Onto would expand Levy Health’s fertility care tools to more clinics and patients, helping physicians focus on patient care.
Onto opened its first clinic in Chicago in February, with plans for three more in the greater Chicago area.
The company said in April that it would use its new funding, led by Artis and Humania, to support additional operations in the US and expand into the Gulf Cooperation Council.
The Gulf Cooperation Council includes six Arab states bordering the Persian Gulf.
Insight
Softening ovaries could extend fertility as women age, study suggests

Softening ageing ovaries could help women remain fertile for longer, early animal research suggests.
Fertility declines with age for several reasons, including poorer egg quality, fewer ovarian follicles and the gradual stiffening of ovarian tissue.
Existing fertility treatments, including hormone therapy and in vitro fertilisation, mainly address hormonal imbalances or help eggs mature or become fertilised.
Scientists are now examining whether changing the physical structure of the ovaries could provide another route for future fertility treatments.
Stuart A. Cook, of the Cardiovascular and Metabolic Disorders Programme at Duke-National University of Singapore Medical School, published an accompanying commentary on the research.
Researchers led by Shixuan Wang at Huazhong University of Science and Technology in Wuhan, China, collected healthy ovarian tissue from younger, middle-aged and older women.
They also examined samples from patients with polycystic ovary syndrome, known as PCOS, premature ovarian insufficiency, or POI, and endometriosis.
PCOS is a hormonal condition that can disrupt ovulation. POI occurs when the ovaries stop working normally before the age of 40, while endometriosis causes tissue similar to the womb lining to grow elsewhere in the body.
Tests of protein levels and gene activity found higher levels of the inflammatory protein interleukin-11, or IL-11, in ageing and diseased ovaries.
In laboratory experiments, the researchers exposed ovarian fibroblasts to IL-11. Fibroblasts are cells that produce connective tissue.
The protein caused the cells to produce excess collagen, a structural material that can build up during scarring and make tissue stiffer.
The researchers then genetically modified mice so they could not respond to IL-11. The animals developed less ovarian stiffening and maintained better ovarian function as they aged.
Similar results were seen in mouse models of PCOS and POI caused by chemotherapy.
In the final part of the experiment, older mice and rats were injected with a nanoparticle treatment containing small interfering RNA, or siRNA, designed to switch off IL-11.
The treatment made the animals’ ovaries less stiff and improved fertility.
Pregnancy rates among older mice rose from 25 per cent to 50 per cent, while average litter sizes also increased.
More rats treated with the therapy became pregnant and produced larger litters.
The approach remains highly speculative and will require considerably more research before its safety or effectiveness in women can be established.
However, the researchers said blocking the inflammatory pathway could eventually form the basis of new fertility treatments.
They said: “We propose that anti-IL-11 therapy represents a promising translational strategy for delaying ovarian ageing.”
Entrepreneur
Applications open for the third W Accelerate with Merck KGaA and M Ventures

W Group has opened applications for W Accelerate with Merck KGaA and M Ventures, inviting reproductive and maternal health startups, scaleups and spinouts to pitch for direct access to global pharma partnership and strategic investment.
Selected companies will pitch on 5th October, competing for the chance to accelerate their growth through commercial partnerships, investment, or both.
This is the third time Merck KGaA, a global leader in reproductive health, has partnered with W Group on the programme, which exists to close the innovation and investment gap in women’s health by connecting the sector’s most promising startups directly with the corporates and investors positioned to scale them.
What Merck KGaA and M Ventures are looking for
This year’s call is focused on breakthrough solutions in female infertility, fertility preservation, adenomyosis, endometriosis, polyendocrine metabolic ovarian syndrome (PMOS), ovarian insufficiency, preeclampsia and pregnancy comorbidities.
New for this round, applicants choose between three pathways depending on what they need from the programme:
- The Partnership Lane, for companies seeking commercial collaborations and strategic relationships
- The Investment Lane, for founders looking to connect with investors and secure funding to scale
- The Dual Lane, for innovators pursuing both partnership and investment opportunities
How the Accelerate event works
Selected companies get a 1:1 pitch practice session ahead of time, then a private 30-minute session with Merck KGaA and M Ventures leadership on the day itself, small-group sessions with regulatory and investment strategy experts, an “Ask Merck Anything” roundtable, and a VIP networking reception.
Key dates
- Open call launches: 8th July
- Open call closes: 2nd September
- Notification of successful companies: 11th September
- Pitch day: 5th October
Applications are open now at wplatform.typeform.com/to/KGzviBQM.
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