News
The biggest femtech and women’s health trends of 2024: insights from Ultra Violet Futures
By Anna Butterworth, founder and managing director at Ultra Violet

As the founder of Ultra Violet Futures, I am proud to introduce our latest endeavour, FemTech Future 30: The Most Influential Trends Shaping the Market in 2024.
The report presents an in-depth analysis of the evolving landscape in women’s health and wellbeing. As the pace of technological and societal change accelerates, understanding these trends becomes critical for healthcare professionals, entrepreneurs and individuals dedicated to women’s health.
This comprehensive report is a product of extensive research and expert insights, offering a thorough examination of the trends set to transform women’s health and wellbeing in 2024. The focus is not merely on identifying these trends but on comprehending their significance, the reasons behind their emergence and their potential impact on the future of women’s health.
FemTech Future 30 serves as more than a report; it is a strategic guide to the future of women’s health, providing essential insights for informed decision-making and participation in the advancement of women’s healthcare.
Below, I delve deep into some of the most dynamic and transformative trends in women’s health and wellbeing as we look ahead to 2024. To access all 30 trends, download the full report here.
Decentralised health: empowering women through Web3 innovations
In an age where technology is rapidly evolving, Web3 stands out as a beacon of innovation, especially in supporting women’s health and wellbeing.
DeSci FemTech communities like AthenaDAO are pioneering this space by democratising funding for reproductive health research and drug discovery. Solve.Care and similar brands are leveraging blockchain technology to ensure patient privacy and streamline healthcare coordination.
New-trition: tailored nutritional support for women
2024 is witnessing an upsurge in nutritional solutions catering specifically to women’s health needs.
From cycle-synced diets to supplements addressing menopause-related issues, brands like Phasey and Jude are at the forefront, offering targeted products for every stage of a woman’s menstrual and menopausal journey.
Family futures: redefining fertility solutions
Fertility conversations are starting earlier in relationships, aiming to reduce the need for invasive treatments like IVF.
Innovations such as Jack Fertility’s at-home male fertility test and Bea Fertility’s ICI kit are revolutionising this space, making fertility assessments more accessible and less daunting.
Longevity: focusing on healthy ageing and ovarian rejuvenation
The conversation around longevity and healthy aging is gaining momentum. The ovary is one of the first organs to functionally decline with age, leading to many harmful consequences for health and wellbeing.
A better understanding of ovarian aging through collaborative research and investments will play an important part in achieving healthy aging for all. Companies like Oviva Therapeutics are making significant strides in ovarian rejuvenation, a critical aspect of women’s health as they age.
The report FemTech Future 30: The Most Influential Trends Shaping the Market in 2024 is a comprehensive document that provides an analysis of the dynamic trends in women’s health and wellbeing, essential in an era where technological and societal changes are rapidly evolving.
The insights gleaned from this report are invaluable for healthcare professionals, entrepreneurs and advocates in women’s health, offering a deep understanding of the trends that will reshape the landscape of women’s health in 2024 and beyond.
Ultra Violet Futures, founded by Anna Butterworth, has emerged as a pioneering force in the realm of women’s health technology and innovation. The agency is dedicated to providing insights into the future of the female consumer and emerging market trends, offering workshops, consulting and speaking engagements in various sectors, including health and fashion.
Adolescent health
Newly-launched Female Health Hub will support grassroots football players

A new Female Health Hub launched by the English FA will support women and girls in grassroots football in England with trusted advice on health issues affecting play.
The hub brings together expert-backed guidance, practical tools and player insights in one place, giving women and girls practical advice and reassurance on female health in football.
It has four core aims: to help women and girls better understand their bodies and how female health affects performance and participation, to educate players on key health topics and when to seek further advice or support, to provide practical strategies to help navigate common female health challenges, and to help break down taboos and normalise conversations around female health in football.
Users of the hub will also be able to hear directly from members of the England women’s national team, who share their own experiences of navigating female health matters while playing at the highest level of the game.
“Our ambition is to create a game where women and girls can thrive,” said Sue Day, the FA’s director of women’s football.
“To achieve that, it’s essential that players feel supported in environments that understand and respond to their female health needs.
“We’ve heard directly from grassroots players that they want better information and support around female health, but that they often don’t know where to find it.
“The launch of the Female Health Hub marks an important step in changing the landscape.
“We want every player to feel confident in her own skin and supported without judgment, so she can feel empowered by her body, rather than held back by it.”
The platform was launched following research conducted by the FA that highlighted the need for better education and support around female health in football.
According to the FA, 88 per cent of adult players surveyed said their menstrual cycle has an impact on their ability to train or play, but 86 per cent reported they had never received education about the menstrual cycle in relation to football performance and training.
The research also found 64 per cent of women experience issues related to sports bras or breast health while playing football, despite sports bras being considered one of the most important pieces of playing kit.
Players also expressed strong interest in learning more about injury prevention, at 87 per cent, nutrition, at 84 per cent, and mental health, at 77 per cent, in relation to female health.
The first phase of the Female Health Hub focuses on three of the most requested topics: menstrual health, breast health and injury resilience, with further content to follow, including nutrition and pelvic health guidance.
Pregnancy
Women’s health strategy a ‘missed opportunity,’ RCM says
Fertility
Genetic carrier screening before pregnancy: What to know

Article produced in association with London Pregnancy Clinic and Jeen Health
For the majority of couples planning a pregnancy, genetic testing is not something they think about until a problem arises.
Pre-conception genetic carrier screening challenges this approach by identifying risk before pregnancy begins.
As panel sizes have grown and at-home testing options have become widely available, carrier screening is transitioning from a niche clinical referral into a mainstream component of reproductive planning.
What Carrier Screening Tests For
Being a carrier of a genetic condition means carrying one copy of a variant in a gene associated with that condition, without being affected by it.
In most cases, carriers are entirely unaware of their status.
The clinical significance of carrier status emerges when both members of a couple carry a variant in the same gene: in this scenario, each pregnancy carries a one in four chance of resulting in a child who inherits two copies of the variant and is affected by the condition.
The conditions most frequently included in expanded carrier screening panels include cystic fibrosis, spinal muscular atrophy (SMA), fragile X syndrome, sickle cell disease, and a range of metabolic and enzyme deficiency disorders.
The Beacon 787 carrier test, offered by Jeen Health, screens for 787 conditions from a single sample, making it one of the most comprehensive panels currently available to UK families.
Who Is Most Likely to Benefit
Any couple planning a pregnancy can consider carrier screening. It is particularly relevant for:
- Couples with a family history of a known inherited condition
- Those from populations with higher carrier frequencies for specific conditions, including Ashkenazi Jewish, South Asian and African communities
- Couples pursuing fertility treatment, where genetic information informs treatment planning
- Those who wish to have the most complete picture of their reproductive health before conception
Importantly, being a carrier of a condition does not mean a child will be affected. It means there is a defined statistical risk that can be quantified, discussed and planned for with appropriate clinical support.
How the Test Is Performed
Carrier screening is typically carried out on a blood or saliva sample.
For at-home options such as the testing offered by Jeen Health, a cheek swab collection kit is dispatched to the patient, the sample is returned by post, and results are delivered digitally within a defined turnaround period.
In-clinic carrier testing may use a blood draw and provides the advantage of immediate access to a clinical consultation at the point of result delivery.
London Pregnancy Clinic offers genetics counselling through its partnership with Jeen Health, allowing couples to receive and contextualise carrier test results with expert support.
Genetic counselling before and after testing is recommended by Genomics England as a standard component of any genomic testing pathway.
What Happens If Both Partners Are Carriers
If both partners are identified as carriers for the same autosomal recessive condition, they are typically offered further counselling to discuss their options.
These may include proceeding naturally with an awareness of the risk, using prenatal diagnosis (CVS or amniocentesis) during pregnancy to test the fetus, or pursuing preimplantation genetic testing (PGT) in the context of IVF, which allows unaffected embryos to be selected before transfer.
The purpose of identifying carrier status before pregnancy is to give couples time to consider these options without the added pressure of an ongoing pregnancy.
Knowledge of carrier status does not remove reproductive choices; it expands the information available when making them.
The Role of Pre-Conception Services
Carrier screening sits within a broader category of pre-conception care that includes fertility assessments, general health optimisation and, where relevant, management of existing conditions before pregnancy begins.
London Pregnancy Clinic offers pre-conception services encompassing fertility investigations, genetics counselling and carrier testing as part of an integrated 0th trimester approach, allowing couples to address genetic and clinical risk factors before their pregnancy starts rather than after.
Disclaimer: This article is produced for informational purposes only and does not constitute medical advice, diagnosis or treatment.
Clinical guidance referenced reflects published NHS, NICE and RCOG standards as at March 2026. Individual circumstances vary; readers are advised to consult a qualified healthcare professional before acting on any information in this article.
This piece was produced in association with London Pregnancy Clinic and Jeen Health, which provided background clinical information for editorial purposes.
Hyperlinks to external sources are included for reference only and do not represent an endorsement of any product, service or organisation.
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