Overview
FemTech, standing for ‘female technology,’ is a rapidly growing industry focused on enhancing women’s health and wellness through technology that includes fertility solutions, period-tracking apps, pregnancy and nursing care, women’s sexual wellness, and reproductive system health care.
Interesting Fact: The origin of the term “FemTech”
The term “FemTech” was created by Ida Tin, the Danish-born founder of Clue, a leading period and ovulation tracking app. In 2009, while holding a cell phone in one hand and a temperature-taking device in the other, Tin envisioned a unified solution for tracking fertility – a vision that became Clue, launched in 2013. This term has since become a banner under which various technologies catering to women’s health are grouped, enhancing visibility and support for these essential services.
FemTech’s Role in Society
Beyond practical health solutions, FemTech also drives conversations and awareness about women’s health, helping to normalise these topics in workplaces and society. It bridges the gender gap in male-dominated industries like technology, fostering a more inclusive and aware environment.
Market Potential and Development
FemTech market, valued at $40.2 billion in 2020, is projected to grow to $75.1 billion by 2025. Given that women make up about 80% of the consumer base for health and wellness products, women’s health offers considerable business potential for companies, stakeholders, and investors.
Women are not just consumers, but the primary healthcare decision-makers for themselves and often for their families.
McKinsey & Company
FemTech Analytics pointed out the following market drivers:
- Growing interest of VCs and Angel investors;
- Inclusive solutions for women’s health and well-being;
- Increasing demand for reproductive health;
- Overall increasing demand for digital health solutions;
- Normalising the conversation around taboo topics in women’s health;
- Promoting women’s sense of self-worth;
- Product innovations and partnerships to widen offerings.
Challenges:
Insufficient investment, including limited public support and a lack of research and development funding, is the primary obstacle facing FemTech, often referred to as the world’s largest niche market. This sector is further weakening due to economic challenges and taxation concerns. Despite FemTech’s considerable potential and growing consumer base, a lack of general awareness and focused research contributes to tepid investor interest. This shortfall in support and funding is a significant obstacle to the sector’s growth and impact on women’s health.
Subsectors and Trends
Key subsectors in FemTech include menstrual health, pelvic and uterine healthcare, sexual health, and menopause care. In recent years, there has been a surge in solutions owing to the adoption of new technologies that have transformed how women access healthcare. Despite economic challenges, the sector’s growth is driven by increasing demand for digital health solutions and the normalisation of conversations around women’s health issues.
Branding and Naming Trends in FemTech
FemTech brands have a unique opportunity to challenge and move beyond gendered stereotypes, creating powerful and innovative identities. Achieving this involves comprehensive audience research, a creative approach to avoid clichéd designs, and carefully testing branding concepts across a spectrum of customers, which is essential in connecting with a wide and diverse audience.
Many FemTech companies are deeply personal, often born from the founders’ own experiences. These personal narratives form a solid foundation and infuse the brands with credibility while distinguishing them from their competitors. They resonate strongly with their audience, giving the brand a genuine and relatable identity.
Based on our list of FemTech companies, the naming trends within the sector display a rich and inventive variety, mirroring the unique intersection of innovation, femininity, and health that FemTech embodies. Names like “Ava,” “Elvie,” and “Emme” convey a feminine and approachable vibe, whereas others such as “Chief” and “Maven” project a sense of assertiveness and authority. The inclination towards nurturing and caring themes is evident in choices like “Babyscripts,” “Bloomlife,” and “Nest Collaborative.”
Some names are evocative and symbolic, like “Elektra Health” and “HeraMED,” drawing on historical or mythological references to convey strength and wisdom. Others are more direct and descriptive, such as “Femtech Insider” and “Health in Her HUE,” clearly stating their focus and target demographic. There’s also a noticeable inclination towards names that suggest empowerment and positivity, such as “Empower,” “Flourish,” and “Womaness.”
Playful and innovative names like “Peequal” and “Poppy Seed Health” illustrate a trend toward breaking traditional barriers and making health topics more approachable and less taboo. The diversity in name lengths and styles, from short and snappy like “Ava” and “Flo” to more elaborate like “OCON Therapeutics” and “Women of Wearables,” indicates a sector that is both versatile and broad in its approach, catering to a wide range of health aspects and consumer needs.
Namepicks
Emme
Emme introduces an innovative approach to birth control management, revolutionising the way you track your pill intake to ensure you never miss a dose. The Emme app, a standalone solution or, when used with the Emme Smart Case, empowers women to take control of their health. Emme is the pioneer of the first-ever smart, connected pill case exclusively designed for birth control management.
The concept for Emme emerged from hundreds of interviews with women, pinpointing their needs from a smart healthcare system. Many women are repeatedly reminded to take their birth control pills, yet there was a lack of supportive tools to help them remember before Emme’s creation.
I am looking forward to women having control over the data that records and governs their reproductive health.
Erynn Petersen, CEO of Emme for PRN
Interesting fact: Erynn Petersen, the founder of Emme, was featured in PRN’s “50 over 50 Women in Tech.” She developed the original DevSecOps engineering practices for how the DoD could build and deliver software at the speed of modern software development. Now, she is developing software architecture that allows Emme to provide real-time insights to women, maintaining their privacy while improving the method of birth control intake. When asked about the challenges she has faced in her career, she noted the difficulty of often being the only woman in the room, confronting and overcoming limiting preconceptions about her capabilities in the tech industry.
The brand name “Emme” has a soft, feminine sound that resonates with its target demographic of women, making it feel more relatable and approachable. Its versatility and ambiguity allow for potential service expansion without a need for rebranding. The Exact Brand Match (EBM) domain Emme.com offers seamless online accessibility and enhances credibility.
Bloomlife
Bloomlife is a maternal health company that designs remote prenatal care solutions to enhance the health and well-being of mothers and babies. The company combines connected devices with cloud-based analytics to improve access to care.
Interesting fact: At the beginning of 2024, Bloomlife partnered with PeriGen to enhance monitoring for high-risk pregnancies. The U.S. faces a maternal health crisis, with over 1,200 women dying each year from pregnancy-related complications, two-thirds of which are considered preventable. Access to quality prenatal care is particularly challenging for women in rural areas—often referred to as maternity care deserts—and for those from disadvantaged backgrounds, contributing to poor outcomes. This crisis disproportionately affects the African American community, where Black women are three times more likely to die from pregnancy-related causes than white women. Bloomlife and PeriGen are working to reverse these alarming trends by improving care access and providing clinicians with deeper insights through remote patient monitoring and advanced analytics.
The brand name Bloomlife resonates deeply with its foundational mission, inspired by the personal journey of co-founder Eric Dy and his wife. After spending seven years confronting numerous reproductive challenges—including miscarriages, failed fertility treatments, and serious pregnancy complications such as gestational diabetes and preeclampsia—Eric’s firsthand experience with the outdated state of prenatal care led him to establish Bloomlife.
Life-changing technology is all around us. We believe it’s time to start applying that technology where it matters most, by helping save thousands of families the heartache of pregnancy loss and empowering women with the critical information they need.
Eric Dy, co-founder of Bloomlife
The brand name “Bloomlife” embodies the company’s commitment to nurturing life from its earliest stages, symbolising growth, renewal, and the transformative power of caring, informed support during pregnancy.
Bloomlife currently uses the Bloom-life.com domain name as a primary one. Dashes in domain names are often used to separate words, which can increase availability but may also complicate user interaction. Typically, when people hear a brand name, they tend to envision it as a “straight” name without special characters. To address this, Bloomlife has strategically invested in the Exact Brand Match (EBM) domain, Bloomlife.com, which redirects to Bloom-life.com. This approach helps maintain brand consistency and ensures easy accessibility for users.
Clue
Clue is a Berlin-based reproductive health company that supports, educates, and empowers people with personalised health insights to support them from their first period to their last. Created with science and technology at its core, the company’s mission is to be a trusted companion, empowering people worldwide on their journeys to self-discovery and reproductive health.
Interesting fact: Founded in 2012, Clue was one of the first femtech companies, serves millions of people in 190+ countries, and regularly partners with universities, researchers, and clinicians on research to help address health gaps. Clue’s app is free to download and includes its signature Period Tracking feature, with additional personalised modes like Clue Conceive and others available in the company’s subscription offering, Clue Plus.
Clue operates on the HelloClue.com domain name. Not owning the Exact Brand Match (EBM) domain and opting for alternatives like HelloClue.com can present challenges, especially as a company gains popularity. While adding words like “hello” can offer a friendly and approachable vibe, it might also lead to potential downsides like brand confusion, loss of traffic and increased marketing costs.
Elvie
Elvie is a pioneer among FemTech companies, founded by Tania Boler, a globally recognised women’s health expert. For over a decade, Elvie has been developing advanced technology and challenging societal norms to enhance women’s lives. The company places women at the centre of its design and engineering process. Women are integral at every stage, from conception to development, testing, and production. This approach has created a healthcare industry that proudly prioritises female-first perspectives, focusing on women’s unique needs through research and innovation rather than assumptions.
We need tech that finally puts women’s needs first. Afterall, why should we have to make do with shoddy design or pink spin-offs when there are self-driving cars in the world?
Tania Boler, Founder & CEO
Interesting fact: When the Elvie Trainer was introduced in 2013, investors were sceptical, remarking, “A product for the vagina? That’s way too niche.” Yet, as the founders note, it’s worth pointing out that about 50% of the population has a vagina.
In an interview for CreateCultivate, Tania shares insights on the brand name:
Our name is the first definition of our brand. ‘Elvie’ is derived from the abbreviation for the levator muscles (‘LVs’), which are crucial to the pelvic region. We considered various names, but ‘Elvie’ resonated with us because it embodies strength and unequivocal femininity. We also appreciated that it was both familiar and unique.
Tania Boler, Founder & CEO
Elvie has secured Elvie.com for its brand presence online. An EBM domain name like Elvie.com is the natural choice of most internet users, making their marketing most effective across all channels.
Nixit
Nixit is a femtech company that provides a menstrual cup designed to offer a comfortable and sustainable alternative to traditional menstrual products. Made from medical-grade silicone, the Nixit reusable cup offers up to 12 hours of leak-free protection. Nixit also empowers women by offering educational resources and support for menstrual health and hygiene.
Interesting fact: The average menstruator throws away more than 250 lbs of disposable period products in their lifetime.Unlike pads and tampons, which are designed to be used once and then thrown away (single-use products), a menstrual cup can be reused for several years, making it a more eco-friendly choice.
Part of our mission at Nixit is to empower people to make decisions that are right for their body, and we’re educating them throughout that process.
Rachael Newton, CEO of Nixit for Glory.Media
Like many brands on our list, Nixit’s origins are deeply rooted in the personal experiences of its founder, Newton. She conceived the idea from the way the contraceptive diaphragm sits after struggling to choose a menstrual cup due to confusing guidelines that varied by factors such as age or childbirth history. What began as a personal solution has now transformed into a global solution.
Discussing the brand name with GirlsLivingWell, Newton explains that “nixit” is named after the vaginal fornix—the area of the vagina beyond the canal, near the base of the cervix—where the menstrual cup is placed, unlike tampons and traditional cups that sit in the canal. The name also aligns with the company’s goal to eliminate the negatives associated with traditional period care, leading to a compelling tagline: “nix worry, nix plastic, nix strings, nix leaks, nix stigmas. Nixit. Period.”
Nixit has chosen a domain name that clearly corresponds to its global ambitions and communicates its vision: Nixit.com.
Highlights
.com Domains (84 out of 100): The majority preference for .com extension highlights its global appeal and credibility, making it a top choice for businesses aiming for an international presence.
Exact Brand Match (EBM) Domains (48 out of 100): Nearly half of the companies use exact brand match domains, which strengthen brand recognition, enhance online identity, and potentially improve SEO performance.
Dash Domains (4 out of 100): A small number of entities use dash domains, which might introduce navigational challenges and potentially impact user experience due to the increased likelihood of typing errors.
While we make every effort to ensure the data on our site is accurate, complete, and up-to-date, we cannot guarantee its reliability. Our data is provided for informational purposes only and should not be relied upon as legal, financial, or other advice. We strongly recommend that you independently verify any information before relying on it.
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