Femtech: 5 Key Trends and Prospects for Women

Contents:

• FemTech: Innovative Projects for Women's Health and Their Underfunding
• Innovations in FemTech: Online Consultations and Smart Devices for Women's Health
• Development of FemTech in Russia: Pregnancy and Menstrual Cycle Trackers
• Why Russian FemTech is Lagging Behind Global Trends
• Prospects for the FemTech Market: Men's Investments in Projects for Women
• The Future of FemTech: Trends and Forecasts

FemTech: Innovative Projects for Women's Health and Their Underfunding

FemTech is a term that encompasses projects, technologies, and services aimed at improving women's health. This healthcare sector continues to grow rapidly, but still faces funding challenges and insufficient support from investors. The importance of FemTech lies in its ability to address the unique challenges women face and provide innovative solutions that improve their health and quality of life. The sustainable development of FemTech has the potential to drive significant change in women's health and well-being, making it an important area for investment and research.

The concept of FemTech, or technology for women, was introduced by the Danish entrepreneur Ida Ting, co-founder of Clue. Launched in 2013, this menstrual cycle tracking app helps users monitor their cycle, ovulation, and record physical and emotional experiences. Just two years after its launch, Clue raised $7 million in funding, and by 2019, its total funding had reached $30 million. FemTech continues to evolve, encompassing more aspects of women's health, including reproductive health, menopause, and mental well-being.

In 2013, a new menstrual cycle tracking app called Glow, developed by Max Levchin, co-founder of PayPal, hit the market. That same year, the app raised $6 million in funding. Glow helps users track their menstrual cycle, plan pregnancy, and improve their overall health. With its intuitive interface and helpful features, Glow has quickly gained popularity among women seeking more precise control over their reproductive processes.

While Clue and Glow share similar core features, Glow offers additional capabilities, including syncing with Fitbit and Apple Health devices. This feature allows users to automatically track important metrics such as sleep quality, calorie expenditure, and current weight, making Glow a more versatile health and fitness monitoring tool.

According to Global Market Insights, the FemTech market was valued at $22.5 billion in 2020. However, as research by Research and Markets shows, only 1.4% of all global healthcare investment is allocated to FemTech projects. Experts note that this field remains significantly underfunded, creating opportunities for growth and development. Investing in FemTech can lead to improved women's health and the introduction of innovative solutions in medicine.

Linard Daleckis, investment manager at iTech Capital, noted that FemTech is a relatively new and rapidly developing market. Although significantly smaller in size compared to giants like EdTech, it is experiencing rapid growth. This is due to the active promotion of gender equality and increased interest in women's health issues. The development of FemTech opens new opportunities for investment and innovation, making it an important area of ​​modern business.

FemTech continues to gain popularity in line with global trends, providing new opportunities for both investors and entrepreneurs. This field is focused on improving the quality of life for women worldwide, making it attractive for investment and innovation. Interest in FemTech is growing as companies develop solutions aimed at women's health and well-being, opening the door to new business models and technologies. With the growing focus on women's health, FemTech is emerging as a vital market segment with significant potential for growth and development.

Innovations in FemTech: Online Consultations and Smart Devices for Women's Health

The FemTech market is rapidly growing, offering women modern health management solutions. In 2021, the Clue app received FDA approval for use as a digital contraceptive. The Clue Birth Control feature helps women track their fertile days based on menstrual cycle data, eliminating the need for gynecologist visits. Innovative technologies in FemTech give women more control over their reproductive health, making the family planning process more convenient and accessible.

According to NGP Capital, the algorithm that uses information about a woman's cycle becomes increasingly personalized as data accumulates. This allows for more accurate predictions of the onset of ovulation. The program doesn't require daily temperature monitoring or other medical procedures, making it accessible to a wide audience. Innovative technologies in menstrual cycle tracking significantly simplify pregnancy planning and reproductive health management.

The FemTech market is actively developing not only apps, but also innovative devices. One striking example is Livia, created by iPulse Medical. This compact device is designed to relieve menstrual cramps. The unique SmartWave technology used in Livia is based on the delivery of electrical micropulses, which allows for effective pain prevention. Notably, the device has received FDA and CE approval, confirming its safety and effectiveness. FemTech continues to introduce advanced solutions to improve women's health, and Livia is an excellent example of such innovation.

Daye, a British company, produces pain-relieving tampons that have undergone clinical trials and received approval from organizations such as the FDA, MHRA, and EMA. Although they are not classified as medical devices in Europe, the company emphasizes the high quality of their products. These tampons are made of natural cotton and feature a special coating containing cannabinoids, which effectively reduces menstrual pain. Daye pain-relieving tampons are an innovative solution for women seeking relief from menstrual discomfort.

Inne has developed a unique mini-laboratory for measuring progesterone levels using saliva at home. This device, similar to an AirPods case, allows women to track their fertile days and assess their chances of pregnancy using their smartphone. Inne's innovative solution simplifies the process of monitoring reproductive health, making it accessible and convenient. Now every woman can easily monitor her cycle and make more informed family planning decisions.

FemTech Development in Russia: Pregnancy and Menstrual Cycle Trackers

At the end of 2019, the global FemTech market included more than 3,000 apps used by over a million women, according to Research 2 Guidance. The situation in Russia is different: only about 20 domestic services are available in the App Store and Google Play. In this article, we will look at some of the most popular FemTech apps on the Russian market.

Flo offers users the ability to track their menstrual cycle, monitor preparation for pregnancy, and monitor fetal development in the early stages. This multi-functional tool helps women better understand their bodies and plan for important life milestones, making it an indispensable assistant for reproductive health. Using Flo, you can receive personalized recommendations and reminders, promoting a more conscious approach to pregnancy and parenthood.

Since its launch in 2015, the app, created by entrepreneurs Yuri and Dmitry Gurskiy, has attracted millions of users worldwide. This app has gained popularity thanks to its innovative approach and user-friendly interface, which has allowed it to establish a strong position in the market. Over the years, it continues to evolve, offering new features and improvements, making it an indispensable tool for users.

Flo currently has over 200 million active users, a significant increase from 100 million in 2019. This demonstrates the growing popularity and demand for the app in the health and wellness sector.

Investments in the project have generated significant interest. In September 2021, the company raised $50 million, increasing its valuation to $800 million. This confirms growing investor interest and the project's market potential.

Flo's primary source of revenue is paid subscriptions. In 2021, subscription sales reached 1.5 million, four times higher than the previous year. This demonstrates growing user interest in Flo's services and the increasing value they provide.

The Amma Pregnancy Tracker app, developed by Evgeny Zhikharev in 2019, offers women important tools for monitoring their health during pregnancy. It tracks weight gain, reminds them of scheduled doctor appointments, and tracks contractions. This app has become an indispensable assistant for expectant mothers, providing them with up-to-date information and support throughout their pregnancy. Amma Pregnancy Tracker helps women feel more confident and prepared, which is especially important during this crucial period of their lives.

Since its launch, the app has attracted 1.5 million monthly active users, according to Crunchbase. This confirms its growing popularity and market demand.

In 2019, amma raised $1.6 million from angel investors, marking a significant step in its development. In September 2021, amma successfully completed another funding round, raising $4 million from a group of investors. This investment allowed the company to expand its capabilities and strengthen its market position.

The project's founder, Evgeny Zhikharev, intends to expand the app's functionality by introducing new services aimed at supporting women at all stages of motherhood. This will create a more comprehensive platform that addresses the needs of mothers and offers a variety of resources for their well-being and development.

Wachanga was founded by Maxim Kolpakov in 2013 and offers a variety of parenting apps. These include parenting tips and pregnancy trackers that help monitor pregnancy progress and provide useful information for expectant parents. Wachanga is committed to supporting parents at every stage by providing tools that make the parenting process more convenient and informative.

• Wachanga — tips and games for children under 7;
• Clover — menstrual cycle calendar;
• Pregnancy — pregnancy tracker;
• BabyCare — newborn care assistant;
• Water Tracker — an app for monitoring water balance;
• Siberian Breath — meditation.

In 2021, the Wachanga platform attracted 1.4 million monthly active users, an impressive increase from 100 thousand users in 2016. This growth demonstrates growing interest in the services and content presented on the platform, as well as increasing trust from users. Wachanga continues to grow and attract new users, highlighting its important role in the online community.

In 2019, the company successfully raised $700,000 and aims to develop useful solutions for parents at all stages of parenting, from pregnancy planning to childcare. The company's main goal is to provide parents with tools and resources to help make the parenting process easier and more effective.

FemTech in Russia has significant potential for growth, providing women and families with innovative solutions aimed at improving health and quality of life. The women's technology sector is actively developing, offering new opportunities for health monitoring, reproductive support, and overall well-being. Investments in FemTech and the development of related startups contribute to the creation of more accessible and effective solutions that meet the specific needs of women. Thus, FemTech not only improves quality of life but also promotes the active involvement of women in processes related to their health.

Why Russian FemTech Is Lagging Behind Global Trends

In Russia, women are increasingly choosing apps to track their menstrual cycles, keep online pregnancy diaries, and consult doctors online. Although these services have millions of users, they cannot fully replace a doctor's visit, as they are not considered medical devices. Therefore, traditional antenatal clinics remain the primary source of medical care for women in need of qualified support. While using mobile apps can be a helpful complement to healthcare services, it's important to remember the need for regular checkups and consultations with professionals.

Linar Daletskis, investment manager at iTech Capital, emphasizes that creating gadgets and devices requires significant financial Investments and time resources. To successfully launch a product, a team and a research and development (R&D) department are needed to turn the idea into reality. Investments in technology and innovation play a key role in the development process, providing the necessary expertise and support at all stages of product creation.

Venture capital investments and opportunities for startups in the West significantly exceed those in Russia, which contributes to technological breakthroughs that are unavailable in the domestic market. A high level of funding and a developed startup ecosystem create a favorable environment for innovation and the development of new technologies, while in Russia such conditions remain limited.

Zalina Marshenkulova, a journalist and feminist, notes that Russian FemTech faces two main problems: a lack of funding and the absence of a clear feminist agenda. She emphasizes that the primary task is to establish feminist themes in the media and marketing, which will create the foundation for further technological development in this area. Focusing on feminist values ​​and integrating them into various aspects of business and communications will help attract attention to FemTech and facilitate its growth.

Despite existing barriers, many domestic femtech startups are successfully developing in the local market, recognizing its enormous potential. These companies are actively implementing innovative solutions aimed at improving women's health and quality of life, which in turn is fueling interest and investment in the femtech sector. Given the growing demand for specialized products and services for women, femtech startups have every chance of occupying a significant niche in the market and driving change in women's health and well-being.

Russia is one of our key markets, says Evgeny Zhikharev, founder and CEO of Amma Pregnancy Tracker. The country is seeing rapid growth in femtech startups developing both software and devices for women's health. An example of such an innovative project is Mamate's ovulation tests, which use a 30x magnification lens to analyze saliva. Test results are displayed on a smartphone screen, and the lens conveniently attaches to the device's camera. Importantly, this device received medical device status in July 2021, underscoring its safety and effectiveness. The development of the femtech sector in Russia opens up new opportunities for women, providing them with access to modern technologies for monitoring their health and planning pregnancy.

FemTech Market Prospects: Men's Investments in Projects for Women

In recent years, there has been a significant increase in male investor interest in femtech projects, creating new opportunities to improve women's health. However, as Tatyana Romanyukha, COO of Tech Island, emphasizes, the main obstacle to the development of this industry remains the lack of funding from investors. This highlights the need to actively attract funds and attention to innovation in FemTech to ensure sustainable growth and development of solutions aimed at women's health.

Chief Operating Officer of Tech Island. His responsibilities include strategic management of operations, process optimization and improving the efficiency of the team. The COO plays a key role in implementing business strategies aimed at achieving the company's goals. They are also responsible for overseeing the quality of services and products, interacting with clients and partners, and implementing innovative solutions. The COO position requires deep management knowledge, analytical skills, and the ability to make informed decisions in a rapidly changing business environment. Research shows that only 17% of startups have at least one female founder, and only 14% of venture capital investments go to projects led by women. Furthermore, approximately 90% of investment decision makers are men. This situation creates significant barriers to understanding women's needs and hinders the development of the potential of the FemTech market. It's important to overcome these barriers to fully unlock the opportunities this segment offers and to create a more inclusive environment in entrepreneurship and investment.

Skillbox Media conducted a study among male investors to learn their views on gender issues and their motivations for investing in women's health projects. The survey identified key aspects that influence men's investment decisions in this area. The results of the study will help to better understand what factors motivate investors to support initiatives aimed at improving women's health and solving gender issues.

Amma Pregnancy Tracker — Amma Pregnancy Tracker is a reliable app for expectant parents that helps track pregnancy progress and provides helpful information at every stage. With Amma Pregnancy Tracker, you can monitor changes in your body, receive tips on caring for yourself and your unborn baby, and find community support. It's the perfect tool for entrepreneurs and investors interested in new technologies in healthcare and family well-being. Use Amma Pregnancy Tracker to gain a deeper understanding of your pregnancy and improve the quality of life for expectant parents.

Investing in the company is not just a financial investment, but a strategic step into the future. The amma project has significant potential for shaping and developing the FemTech and FamilyTech segments. Although the app is currently positioned as a service for pregnant women, it will eventually become an indispensable tool for the entire family, offering solutions that improve quality of life and simplify interactions between family members.

My challenge is for Amma to have made a significant impact on the lives of billions of families by 2030. I am confident that by that time the company's market value will reach $15-20 billion, and I will be ready to consider exit options.

The investment manager at iTech Capital specializes in attracting and managing investments in technology startups and companies. The manager's primary role is to analyze the market, evaluate promising projects, and develop strategies for successful investment. iTech Capital focuses on high technology and innovation, allowing us to identify unique opportunities for growth and development. A professional approach and deep understanding of the industry make the investment manager a vital link in achieving financial goals and maximizing returns for investors.

FemTech is currently an undersaturated market, offering significant investment opportunities. Gender is not a determining factor for us; we focus on in-demand products with unique technologies and supported by an experienced team. This creates the potential for developing innovative solutions that improve women's health and well-being. Investing in FemTech can be a strategically important step in creating new standards in women's health.

Founder and CEO of Amma Pregnancy Tracker.

Currently, the FemTech market accounts for only 4% of total investments in healthcare, but this The situation is beginning to change. We are seeing a rise in specialized funds, accelerators, and media outlets that are actively addressing previously taboo issues of women's health. Growing interest in FemTech opens up new opportunities for investors and entrepreneurs, fostering the development of innovative technologies aimed at improving women's lives. This, in turn, creates conditions for a deeper understanding and solution to women's health issues, making the FemTech sector an important part of the modern medical landscape.

The COVID-19 pandemic has significantly increased interest in FemTech. Amid the global crisis, health has come to the forefront, and society has recognized its importance as a key resource. HealthTech products and solutions, including FemTech, are becoming increasingly relevant and necessary. FemTech, encompassing technologies and innovations focused on women's health, plays a key role in shaping a new approach to medical services and health care. With rapid changes in technology and medicine, the focus on FemTech is helping to improve quality of life and increase awareness of women's health.

The Future of FemTech: Trends and Forecasts

The FemTech industry is rapidly growing and is projected by Global Marketing Insights to reach $65.3 billion by 2027. This growth is driven by a number of key factors, including increased awareness of women's health, the widespread adoption of technology in healthcare services, and growing investor interest in solutions aimed at improving women's quality of life. The development of digital applications, wearable devices, and innovative medical technologies is playing a significant role in the transformation of the FemTech market, opening up new opportunities for startups and large companies.

• active implementation of digital technologies in women's health management;
• improving access to quality healthcare for women;
• growing awareness of the specifics of women's health;
• increasing incidence of chronic and infectious diseases among women;
• increasing investment in FemTech startups and innovative solutions.

Modern women are increasingly focusing on career success, often postponing starting a family and motherhood. Tatiana Romanyukha, Chief Operating Officer of Tech Island, emphasizes that women strive for equality and are beginning to openly discuss their health issues. This, in turn, leads to increased interest in FemTech technologies, which offer innovative solutions for women's health and well-being. The use of such technologies helps women more effectively manage their health and careers, creating new opportunities for personal and professional development.

Despite positive trends in the FemTech space, there remains a significant barrier: low awareness of available products and services. A survey of investors and founders of FemTech startups showed that the level of public support remains insufficient. This highlights the need to raise awareness of the opportunities FemTech offers to stimulate interest and participation in this promising field.

Now is the time to improve public perception of issues related to sexual health, menopause, fertility, and menstruation. Tatiana Romanyukha emphasizes the importance of openly discussing these topics to raise awareness and break down taboos. Covering these issues not only contributes to personal health but also to an overall improvement in the quality of life of women.

Romanyukha emphasizes the importance of separating technologies focused on women's health into a separate segment. She believes that increasing public discussion of FemTech and women's health topics facilitates their integration into everyday dialogue and helps remove the stigma and taboos associated with these issues. The more conversations about women's health and the use of technology in this area, the faster they will take their rightful place in the public consciousness.