Target Information

Hormona is a pioneering health-tech company based in London and Stockholm that specializes in using artificial intelligence and at-home testing to assist women in monitoring, understanding, and optimizing their hormone levels. Founded in 2020 by Karolina Löfqvist, CEO, and Jasmine Tagesson, COO, Hormona aims to address the long-standing stigma and silence surrounding women’s hormonal health. The company provides an innovative solution that allows women to access personalized hormone tracking with lab-level accuracy, thus eliminating barriers, long wait times, and guesswork that typically characterize women's healthcare.

Hormona's offering is not merely a product; it signifies a movement towards empowering women regarding their health decisions. With 80% of women globally suffering from hormone-related issues without clear diagnoses, Hormona seeks to transform this narrative. By integrating AI-driven insights with at-home hormone testing, the company enables users to identify hormonal imbalances and manage conditions such as PCOS and irregular cycles effectively.

Industry Overview

Hormonal health is an industry that has traditionally been overlooked, despite the significant impact hormone-related issues have on women's lives worldwide. The global market for hormone health is assessed at approximately $44 billion, yet there remains a considerable gap in solutions that address women's needs specifically. This lack of focus presents a unique opportunity for innovators like Hormona to step in and transform the landscape of hormonal healthcare.

In particular, the femtech sector has seen a surge in interest and investment, as more stakeholders recognize the necessity for specialized health solutions that cater to women's unique experiences. Hormona stands at the forefront of this shift, presenting a solution that combines scientific precision with a deep understanding of emotional needs.

Furthermore, the integration of technology into healthcare has revolutionized how patients receive treatment and manage their health. Consumers are increasingly seeking accessible, personalized, and tech-driven solutions, thereby fostering a rapid rise of digital health platforms. Hormona exemplifies this trend by offering real-time hormone tracking that rivals traditional blood tests, thus making healthcare more efficient and user-friendly.

With a burgeoning user base that spans over 190 countries and a steady growth rate of 30% month-over-month, Hormona's approach resonates with women seeking new health solutions. The company has captured a social reach of over 100 million views, indicating a robust demand for such innovative services.

Rationale Behind the Deal

The decision to invest in Hormona stems from recognizing the untapped potential within the hormonal health market. Hormona's commitment to providing evidence-based, user-centric solutions aligns perfectly with the core investment thesis of Voima Ventures. By combining scientific rigor with empathetic design, Hormona is uniquely positioned to redefine what healthcare means for women.

Moreover, this investment will support the global launch of Hormona's groundbreaking quantitative hormone tests, expand business-to-business partnerships, and enhance the platform's technological capabilities and overall impact. Hormona’s growth trajectory and innovative technology present a strong case for investment as they aim to lead a new category in women's health.

Information About the Investor

Voima Ventures is committed to backing pioneering entrepreneurs and organizations with big ambitions that can disrupt the norm. Founded with a focus on science-driven ventures, Voima Ventures aims to empower innovative solutions that address systemic health challenges for women and other underserved populations. Inka Mero, Founder and Managing Partner at Voima Ventures, emphasizes the importance of addressing women's healthcare issues through technology and data.

The firm’s investment philosophy is rooted in supporting businesses that embody not just commercial viability but also a mission to create a lasting impact. By investing in Hormona, Voima Ventures reinforces its commitment to furthering the women's health narrative through sustainable and inclusive practices.

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Hormona's investment is a timely and strategic move in an under-addressed market that holds significant potential for growth. The company's innovative approach to hormone health, particularly with its AI-based at-home testing solution, sets it apart from traditional healthcare methods. This positions Hormona not just as a market participant, but as a potential leader in the growing femtech sector.

Furthermore, with the increasing awareness and focus on women’s health, Hormona's mission resonates strongly with a wide consumer base that is eagerly seeking better solutions. The fact that the company was founded by women, for women, adds authenticity to its mission and strengthens its brand identity.

As Hormona scales its operations, the combination of a purpose-driven approach, deep technical expertise, and a strong growth trajectory suggests that this investment could yield significant returns. The potential to capture a share of the $44 billion global market emphasizes why investing in Hormona can be viewed as a wise decision.

In conclusion, Hormona embodies a well-aligned opportunity within an emerging space that prioritizes women’s health. With its proven technology and expanding reach, Hormona not only stands to redefine healthcare for women but also presents a compelling case for a fruitful investment in the future.

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