The femtech industry, dedicated to addressing women’s unique health needs through technology, is revolutionising how we understand and support female health. From pH-friendly tampons like The Daughters of Mars, to diagnostic tools like The Blue Box, which can identify breast cancer biomarkers, femtech innovations are giving women powerful tools to take control of their health. As The Guardian has reported, despite its potential to transform healthcare for half the global population, those driving this phenomenon face significant hurdles rooted in gender bias and systemic prejudice.
Femtech’s Meteoric Growth – and its Challenges
The numbers paint an exciting picture. Currently valued at $28 billion (£22.3 billion), the global femtech market is projected to reach $60 billion by 2027. Women, who spend nearly 29% more on healthcare per capita than men and are 75% more likely to use digital health tools, represent a highly motivated consumer base. However, while demand and innovation are surging, femtech companies struggle to access the resources they need to thrive.
A striking disparity exists in funding allocation: femtech receives just 1-2% of total health tech investment, despite its enormous potential impact. Additionally, between 2011 and 2021, only 4% of newly approved medical technologies in the US addressed female-specific health conditions. Mo Carrier, co-founder of MyBliss, described her experience seeking funding: “I was told – by a man – that lubricant was too niche because it was only needed by menopausal women. Meanwhile, the funding went to yet another workplace productivity app.”
Entrenched Bias Beyond Funding
The challenges don’t stop once a femtech product hits the market. Companies must navigate outdated policies, discriminatory practices, and systemic censorship. Béa Fertility, which offers an at-home fertility kit, was banned from using the word “vagina” on Amazon, forcing them to replace it with “birth canal” to avoid removal. In contrast, terms like “semen” faced no restrictions.
This double standard is all too familiar for femtech founders, who are often penalised simply for addressing women’s health.
Payment providers and insurers also add unnecessary hurdles. Hanx, a company specialising in sexual wellness products, faced constant rejections and excessive scrutiny from banks and insurers. Similarly, Knude Society endured delays so significant they missed a major retail opportunity and were forced to accept insurance premiums 150 times the standard rate.
Online Censorship and Its Consequences
Femtech companies attempting to advertise online face frequent shadow-banning or outright removal. Valentina Milanova, founder of Daye, shared her frustration: “We spend up to £100,000 per month on platforms like Meta, Google, and TikTok, but our ads are constantly blocked. This stifles growth and prevents us from reaching the women who need our products.”
Clio Wood of CensHERship highlights the broader consequences: lost revenue, delayed launches, and increased costs that “destroy [femtech companies] altogether.” This environment of censorship disproportionately affects femtech businesses compared to male-focused health solutions, which are far less likely to face similar barriers.
The UK as a Beacon of Hope for Femtech
Despite these challenges, the UK is emerging as a leader in femtech innovation. Home to about 770 companies in the sector, the UK boasts thriving organisations like Femtech Lab, Women of Wearables, and Oxford Femtech Society, which provide critical support to this burgeoning industry.
Government initiatives, such as funding from the National Institute for Health and Care Research, are fostering an environment of innovation. Rachel Bartholomew of Femtech Across Borders praises this progress: “The UK, in particular, has leaned into women’s health with a focus on funding and innovation.”
Why Supporting Femtech Matters
Femtech founders are at the forefront of addressing longstanding gaps in women’s healthcare. Their work not only empowers women with better health solutions but also challenges systemic inequalities in the healthcare and tech industries. As Tara Attfield-Tomes of The 51% Club emphasises, “Women need these women to reach their potential. It’s on us all to support them.”
From encouraging equitable funding to dismantling the barriers imposed by outdated systems, supporting femtech is a critical step toward building a more inclusive and effective healthcare system. By fostering this vital industry, we can create a future where women’s health needs are prioritised, not sidelined.
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