Menopause startup Midi Health launches longevity care…

Menopause startup Midi Health launches longevity care program for women

portrait of a woman in business professional clothing smiling (Credit: Courtesy of Midi Health)

Good morning! Verdict reached for Kim Kardashian’s Paris robbery trial, OnlyFans in talks to sell, and Fortune’s Alexa Mikhail reports on a new entry into the longevity market—for women.

– Living longer and stronger. As a reporter on health and wellness, it’s hard to miss the megatrend of longevity. More companies are trying to serve people who are eager to live longer and optimize their health—before they have symptoms. Investments in the category doubled to $8 billion in 2024. The fastest growing virtual health care company for women in midlife, Midi Health, has noticed that market too.

Today, CEO Joanna Strober exclusively tells Fortune that Midi is launching AgeWell, which she calls a “longevity roadmap grounded in women’s hormonal health.”

“The hot topic is, ‘what is longevity?’ and it’s really been dominated by men who are doing kind of crazy things for living longer,” she says. “But what we have seen with our audience is that women need specific longevity help. They need specific protocols designed for women that are not about trying to live to 150 but trying to, as I say, be a healthy grandmother.”

Midi serves 200,000 women and has raised $103 million since its inception in 2021. Last year, comedian Amy Schumer, actor Connie Britton, and executives from the tech world, including at OpenAI and Meta, were among investors who helped raise $5 million in a fundraising event.

“When we started the company, we were very much a menopause company, and getting women access to the right medications,” Strober tells Fortune. “What we’ve learned is that the care gap is much, much bigger.” Women between the ages of 35 and 65 are “lost to medical care,” Strober says, and want to find ways to prevent disease and optimize their health rather than merely treat their symptoms.

Strober admits that many women left their Midi appointments wanting more guidance on their aging trajectory: How much fiber should I be eating? What’s the proper combination of melatonin and magnesium to improve sleep? How do I prevent cognitive decline? But Strober recognizes that women’s health and longevity have been historically overlooked, and preventative medicine comes at a cost.

The AgeWell program includes annual visits covered by insurance across the U.S., education on screening for chronic conditions, cognitive decline, and cancer, advanced bloodwork, optional genetic testing, treatments to help women achieve skin, hair, and weight goals, and personalized “longevity plans” from a clinician. Strober hopes the platform reaches those who, in their 30s, 40s, and 50s, are eager to feel their best in their 60s and 70s.

“I dream of being that grandmother who can hang out with their kids and their grandkids,” Strober says.