Hormona is a health-tech startup focused on transforming how women monitor and manage their hormonal health. By leveraging AI, at-home testing, and app-based tracking, Hormona offers personalized insights and solutions aimed at improving the lives of millions of women affected by hormonal imbalances.
Hormonal health has long been underrepresented in both research and technology. Hormona is challenging this status quo by putting hormone literacy and control into women’s hands.
Key Product Offerings
- Hormone Testing Kits
Hormona provides easy-to-use, at-home urine testing kits that allow users to monitor hormonal changes, particularly during the menstrual cycle, menopause, or when managing conditions like PCOS and thyroid issues. - Hormona App
The mobile app tracks users’ hormone levels, symptoms, lifestyle factors, and health patterns. It uses AI-driven algorithms to generate personalized insights and health recommendations based on real-time hormone data. - Symptom Tracking and Journal
Users can log symptoms related to fatigue, mood swings, weight changes, and more. The symptom journal integrates with the testing data to offer a comprehensive health overview. - Educational Content & Coaching
Hormona provides medically reviewed content and access to expert hormonal coaches to help users understand their unique health profile and take actionable steps. - Menopause Monitoring
Special features for perimenopause and menopause tracking, including insights into estrogen and progesterone levels, are available to assist aging women in managing this transition better.
Business Model
Hormona operates on a B2C subscription-based business model, offering:
- Monthly/Annual App Subscription: Users pay to access premium features including hormone tracking, personalized health plans, and coaching.
- One-Time or Bundled Test Kit Sales: The company sells hormone testing kits either individually or in bundles.
- Add-on Consultations: Users can book consultations with hormone health coaches or medical professionals for an extra fee.
Hormona also partners with healthcare providers and wellness platforms to expand reach, entering a B2B2C hybrid model.
Revenue Model
- Subscription Revenue:
Monthly or annual fees paid by app users for access to premium features. - Product Sales:
Direct-to-consumer sales of hormone testing kits via their website and partner platforms. - Professional Services:
Revenue from online consultations, health coaching, and nutrition planning. - Enterprise Partnerships:
Licensing their platform or white-labeled services to healthcare clinics, fitness platforms, and telehealth startups.
Funding and Growth
Hormona has successfully raised multiple rounds of funding to scale its product offerings and expand globally.
Funding Timeline
- Pre-Seed Round: Raised €300,000 in 2020 to develop MVP and research hormonal health market gaps.
- Seed Round: In 2021, Hormona secured €1.2 million led by Calm/Storm Ventures and Nascent Invest, with participation from other European angel investors.
- Follow-up Rounds: Additional bridge financing was raised to support clinical trials, app enhancement, and international expansion.
These funds were used for product development, regulatory compliance, clinical validation, and market penetration.
Case Study: Empowering Women with PCOS
Background:
Polycystic Ovary Syndrome (PCOS) affects 1 in 10 women globally. Traditional diagnosis and management can take years and require multiple doctor visits.
Problem:
Hormonal imbalance is at the core of PCOS, but women often struggle with lack of personalized data, misdiagnosis, and fragmented care.
Hormona’s Solution:
A user diagnosed with PCOS used the Hormona app for daily symptom tracking and regular at-home testing. Within a month, the AI algorithm identified irregular estrogen and LH spikes, leading to a customized nutrition and supplement plan.
Results:
- Reduced cycle irregularities by 60%
- Improved mood and energy levels
- Avoided costly and time-consuming clinic visits
Hormona provided a proactive and empowering path to symptom management.
SWOT Analysis
Strengths:
- Innovative Technology: Combines AI with real hormone data for unparalleled insights.
- Personalized Care: Empowers users with tailored health guidance.
- Market Gap: Addresses an underdeveloped area of women’s health.
- Strong User Engagement: High app retention rates due to daily use features.
Weaknesses:
- Niche Market Focus: Initially targeting women only, limiting broader health applications.
- Data Accuracy Limitations: Relies on user input and at-home test precision.
- Regulatory Hurdles: Medical-grade diagnostics require strict compliance and approvals.
Opportunities:
- Global Expansion: Untapped markets in Asia, North America, and South America.
- Partnerships with Clinics and Insurers: Integrating with healthcare systems could boost scale and revenue.
- Expansion into Fertility and Mental Health: Adjacent health sectors offer strong synergies.
- Data Licensing: Hormona could monetize anonymized data for clinical research.
Threats:
- Competition: Rising interest in femtech may increase rivalry from startups and giants alike.
- Privacy Concerns: Handling sensitive health data requires robust cybersecurity.
- Economic Downturns: Could impact user willingness to pay for health subscriptions.
Conclusion
Hormona is a trailblazer in the femtech space, merging hormonal science with consumer technology to help women take charge of their hormonal well-being. With its data-driven solutions, high user engagement, and rapidly growing interest from investors, Hormona is well-positioned to scale into a global leader in women’s health.
As awareness of hormone-related health issues continues to rise, Hormona’s pioneering approach places it at the forefront of a new era in personalized, proactive healthcare.
