Menotech

Forbes has identified menopause as “the next big opportunity in femtech,” given the growing market; by 2025, women experience menopause will make up 12% of the entire global population. While the industry remains largely untapped due to residual stigma, pioneering brands are breaking barriers.

Digital health platform Gennev puts technology at the core of their offering to help empower women and demystify menopause. “Our mission is really to get women back into the control seat and to give them the tools, information and access to providers that they need to normalize [menopause],” Jill Angelo, CEO of Gennev, tells JWT Intelligence. Technology is central to this mission, because “number one, technology offers discretion and number two, technology allows convenience,” Angelo explains. “Technology is a means to improving access to quality care and education for women.”

Alongside their telemedicine offerings that digitally connect women to menopause experts and healthcare providers, Gennev is also leveraging technology to help compile a database to improve general knowledge of menopause for the medical community. “We’re using technology to start to build the world’s largest database of menopausal health data that, over time, will allow us to recommend and create a roadmap for women in menopause where none exists now,” Angelo reveals. “There is no “what to expect when you’re expecting” for menopause; technology gives us the means to start to build that data.”

In March 2019, men’s health startup Ro launched Rory, a new vertical for women in perimenopause, menopause and postmenopause. Rory merges telemedicine with the direct-to-consumer model to bring digital health to this generation of women. Rory connects women with health providers, treatments, information and community all from the comfort of their own home.

“They’re ordering Ubers to get to the airport, they’re staying in Airbnbs, they’re shopping online, they’re getting groceries delivered,” Rory cofounder Rachel Blank said of the demographic. “They are very tech-savvy. We have preconceived notions that they’re not online, but they’re heavily engaged.”