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The innovators driving the period tracking tech revolution
Period tracking has moved on from the days of jotting down dates in your diary and menstrual apps have been in business for a while now. But with femtech a growing market, having exploded so much over the past 12 months that it is predicted to be worth US$60 billion by 2027, period tracking is getting increasingly advanced, as Femtech World discovers.
Period tracking apps heralded the start of the focus on femtech, which has since developed into a lucrative industry, tapping into what has traditionally been a somewhat neglected field of healthcare.
However, there is still plenty of development going on in the field of tracking women’s menstrual cycles, with new innovations – and, admittedly, concerns – arriving on the scene all the time.
These are just some of the latest developments.
Choosing a tracker
While period trackers have one main goal – to track menstrual cycles – not all are created equal, and some may be more or less suitable depending on why a woman is tracking her period.
With reasons ranging from fertility concerns to preparing for menopause, the apps currently on the market perform a range of functions; some are a simple tracker, while others are more educational and interactive.
In a comparison of the main brands on the market, Nandhini Gopal, founder of Femcy, an app for menstrual health guidance, found that Flo, which has more than 200 million users, had the most all-round features, from tracking and analytics to knowledge courses and anonymous communities.
Meanwhile, Glow was commended for catering to the whole menstrual cycle in detail, from tracking period, trying to conceive, tracking pregnancy and caring for a newborn.
All together
Femtech company Orchyd has taken period tracking one step further, launching an app along with a connected smart wallet to store a one-day supply of period products.
The app will track users’ periods, ovulation and overall health, using artificial intelligence in order to collect information about a user’s history. Women can also set up the app to give them alerts telling them when to remove tampons, to avoid the risk of toxic shock syndrome.
The tool can also alert users a few days before their expected period with a reminder to be ready and make sure they have everything they need in the associated smart wallet.
Ending period poverty
It was only a matter of time before women’s hygiene brands entered the tracking app market, and Always did so earlier this year – with a difference.
In partnership with behaviour change technology company Thrive Global, the firm launched the Always You app, a period tracker and wellness app that also aims to end period poverty.
The tracker also leverages Thrive Global’s expertise to bring users exclusive Thrive Microsteps – small, science-backed actions users can take to build positive habits.
For every new Always You registration and for every 100 donation points earned, Always pledged to donate one period product to US non-profit Feeding America, up to a maximum donation of 1,000,000 pads.
Users earn 20 points for every period or bladder leak event tracked, with a maximum of 200 per month, 10 donation points per day by completing all Microsteps, and five donation points for each piece of content consumed.
Ringing the changes
Most period trackers are found on either phones or smart watches, such as FitBits or Apple Watches. However, in October, Oura, a sleep and activity tracker ring, announced the addition of a menstrual tracker to its Generation 3 smart ring.
The ring will use changes in temperature and user feedback to predict when a women might get her period up to 30 days in advance. Body temperature changes through the menstrual cycle, rising just before ovulation and falling as menstruation begins.
The company said period prediction was only the beginning of its interest in menstruation and fertility, as the area is currently underinvested. A study in partnership with researchers at the University of California San Diego has previously showed that the Oura ring can use temperature changes to identify pregnancy around nine days before an at-home pregnancy test, although pregnancy prediction is not part of the device at this point.
Privacy issues
As women share their most intimate health details with apps and wearables, it is not surprising that some privacy concerns have come to light.
As Michelle Richardson, director of the Privacy and Data Project at the US Center for Democracy and Technology, told Marie Clare: “Everything I put into my period-tracking app is fair game to be sold.”
Reports of women downloading a pregnancy app only to be bombarded with baby-related ads on their phones are commonplace.
A study, led by Lori Andrews, a professor at Chicago-Kent College of Law, backed those reports up. Her team set up a tracking device to monitor 600 medical apps, of which some collected period data, and found that the majority sent identifiable information such as a user’s prescriptions to both the app developer and marketing companies.
As Andrews points out, such tracking could have real-life repercussions for women, especially in the US where many employers encourage staff to use such apps. “There are real possibilities women could get fired because they’ve disclosed [to an app] they were trying to conceive,” she says.
Light exercise and less sitting may reduce pregnant women’s risk of serious blood pressure complications, according to a new study.
Researchers have proposed a daily activity and sleep guide that they say was linked to a nearly 30 per cent lower risk of hypertensive disorders of pregnancy.
The suggested pattern includes fewer than eight hours of sedentary time, at least seven hours of light physical activity, around 22 minutes of more intense activity and nearly nine hours of sleep.
The University of Iowa-led study examined the daily behaviours of 470 pregnant women across all stages of pregnancy.
Participants wore monitors that measured physical activity over 24-hour periods and recorded how long they spent asleep.
Hypertensive disorders of pregnancy include chronic high blood pressure, gestational hypertension and pre-eclampsia.
Gestational hypertension is high blood pressure that develops during pregnancy, while pre-eclampsia is a potentially serious condition involving high blood pressure and signs that organs may be affected.
Sedentary behaviour means being mostly inactive, such as sitting or lying down.
Light physical activity can include casual walking, moving around the home or standing.
Moderate to vigorous activity includes movement such as brisk walking, where breathing and heart rate increase.
Kara Whitaker, associate professor in the department of health, sport, and human physiology at Iowa and corresponding author of the study, said: “We are identifying the optimal composition of movement behaviours across the day associated with the lowest risk of developing HDP and the most improved health outcomes.
“This blueprint holds for each and every trimester of pregnancy.”
Study participants were enrolled at sites in Iowa City, Pittsburgh and Morgantown, West Virginia.
The women wore activity and sleep monitors for at least one week during each trimester of pregnancy.
Four in five participants were non-Hispanic white and nearly a quarter lived in rural areas.
The data showed a steep rise in risk among pregnant women who were sedentary for more than 10 hours a day.
Women who increased light physical activity to at least four hours a day reduced their risk of hypertensive disorders of pregnancy to 15 per cent from 30 per cent.
Whitaker said: “Just moving around more seems to have significant health benefits.
“And I think it also may be a more feasible target for women who are pregnant who are not exercising regularly.”
The researchers said they were surprised that longer durations of moderate to vigorous physical activity did not appear to provide additional benefit.
Sleep beyond a certain duration also did not appear to bring major further benefits.
Whitaker said: “Through this study, we are providing evidence that reducing sedentary behaviour and engaging in light physical activity are important, and maybe more important, when it comes to pregnancy and health.”
The findings may be relevant beyond pregnancy because clinical research has shown that women who develop hypertensive disorders of pregnancy are more than twice as likely to develop heart disease later in life.
Cardiovascular disease includes conditions affecting the heart and blood vessels, such as heart disease and stroke.
Whitaker said: “We know that cardiovascular disease is the number one killer of women, and if we can intervene in pregnancy and prevent women from developing a hypertensive disorder of pregnancy, we are putting them on a better trajectory, away from cardiovascular disease and toward more optimal cardiovascular health.”
The study was published online on June 10.
A second study, published online on May 27, looked more closely at the ratio and type of sedentary behaviour and light physical activity linked to a lower risk of hypertensive disorders of pregnancy.
Whitaker is a lead co-author on that study.
Co-authors in the June 10 study include Alex Crisp, Jaemyung Kim, Karina Smith, Donna Santillan, Mark Santillan and Bridget Zimmerman, from Iowa; Jacob Gallagher, from Iowa State University; Melissa Jones, from Oakland University in Michigan; Bethany Barone Gibbs, Katrina Wilhite, Alexis Thrower and Iqra Sheikh, from West Virginia University; and Sabera Rahman, Janet Catov, Christopher Kline and Maisa Feghali, from the University of Pittsburgh.
The National Institutes of Health, the University of Iowa Institute for Clinical and Translational Science, the University of Pittsburgh Clinical and Translational Science Institute and the West Virginia Clinical and Translational Science Institute funded the research.
We are excited to reveal the winners of the third annual Femtech World Awards.
The winners were announced at a virtual event this afternoon attended by shortlisted companies, along with sponsors and judges.
The event welcomed guests from the UK, Europe, Asia, Africa and North America.
Thank you to all 174 entries, as well as the sponsors for making the event possible.
See you in 2027!
Femtech World Awards 2026 Winners
Winner:
Shortlisted:
IVI RMA x Juno Genetics
Natural Cycles
Winner:
Highly commended:
U-Ploid
Shortlisted:
Hello Inside
Winner:
WISE HF, led by Prof. Mary Ryder
Highly commended:
Cardiac College for Women
Shortlisted:
Hyvelle Ferguson-Davis
CognitiveCare
Winner:
Highly commended:
Youterus
Shortlisted:
ŌURA
Winner:
Shortlisted:
LeanShield by ParrotPal Group
Perigen
Winner:
Shortlisted:
Body Moody
Looop
Winner:
Shortlisted:
Owning Your Menopause
Womeno
Winner:
Shortlisted:
The Blue Box
Celbrea
Winner:
Shortlisted:
HealCycle
Mor
Winner:
Shortlisted:
HRC Fertility
Mira
Pregnant women’s expectations about postpartum sleep may predict sleep quality after birth, outweighing prior sleep and psychiatric history, a study suggests.
The findings suggest attitudes and beliefs about sleep during pregnancy could be a modifiable risk factor for postpartum sleep concerns.
They also indicate that, among women expecting the poorest sleep, higher postpartum anxiety may further worsen sleep quality.
Sammy Dhaliwal, lead author is clinical health psychologist and research fellow in the department of obstetrics and gynaecology at the Perelman School of Medicine at the University of Pennsylvania.
Dhaliwal said: “Most pregnant women in our sample anticipated poor postpartum sleep before it occurred, and it was striking that those expectations predicted worse sleep outcomes even after accounting for factors such as prior sleep disorders, psychiatric history, and number of previous births.
“This suggests that attitudes and beliefs about sleep during pregnancy may represent a modifiable target for early intervention before postpartum sleep problems emerge.”
Sleep disturbance affects an estimated 60 to 80 per cent of postpartum women and is linked to a higher risk of depression and anxiety.
Researchers said it is often regarded as an expected part of life after childbirth rather than a health issue that may be addressed earlier.
The study enrolled 432 pregnant women at about 24 weeks of gestation, meaning around 24 weeks into pregnancy.
Participants completed measures of their expectations about postpartum sleep, current sleep quality using the Pittsburgh Sleep Quality Index, and mood using validated depression and anxiety scales.
Assessments were repeated at six, 12 and 24 weeks postpartum.
A subset of 49 women also wore wrist actigraphy devices at six to eight weeks postpartum.
Actigraphy uses a wearable device, similar to a watch, to estimate sleep and wake patterns based on movement.
The results showed that 70 per cent of pregnant women, or 301 of 432 participants, expected poor sleep in the postpartum period.
Researchers found that predicted sleep disruption during pregnancy was a significant predictor of postpartum sleep concerns.
Among first-time pregnant women without prior health concerns, those who expected greater sleep disturbance had significantly more disrupted sleep after birth, measured by both actigraphy and self-report.
Among women who expected the worst sleep quality, higher postpartum anxiety significantly worsened both measured sleep and self-reported sleep, independent of anxiety levels during pregnancy.
Dhaliwal said the findings point to two possible areas for intervention: addressing sleep-related beliefs during pregnancy and treating postpartum anxiety.
Dhaliwal said: “Postpartum sleep disruption is often treated only after problems develop, but our findings suggest there may be an opportunity to intervene earlier during pregnancy.
“Addressing sleep-related beliefs and postpartum anxiety during prenatal and postpartum care may help improve sleep and emotional well-being in new mothers.”
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