Smarter tools, stronger trust: what women deserve in digital health

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Digital health tools for women are everywhere, from fertility tracking and menopause coaching to virtual prenatal care and AI-powered symptom checkers.

But how do we know which tools help and which ones fall short?

As someone who advises healthcare founders and investors, this question is more urgent than ever. The opportunity is real, but so is the responsibility to build and back solutions that do more than look good.

Where digital health is helping women

Apps like Clue and Flo have become go-to tools for menstrual tracking. Flo has more than 70 million monthly active users and recently added features like anonymous mode to address data privacy concerns after facing scrutiny from the FTC.

Clue, on the other hand, became one of the first FDA-cleared apps for digital contraception. This means its predictions aren’t just based on averages but are tested and backed by data. It’s a rare example of a women’s health app that meets clinical standards while staying user-friendly (source).

For women navigating fertility, Natural Cycles became the first app officially approved by the FDA as a contraceptive. It’s now integrated with devices like the Oura Ring to automate temperature tracking, simplifying the daily routine while maintaining high accuracy. Still, it’s only effective when used correctly and isn’t for everyone.

Platforms like Maven Clinic and Tia are reshaping pregnancy and postpartum care. These virtual clinics offer 24/7 access to OB-GYNs, doulas, and mental health providers. Some employers using Maven have reported lower C-section rates and NICU admissions, which speaks to both patient satisfaction and system-level savings (source).

Apps like Elektra Health, Health & Her, and Phendo are supporting women through menopause, PCOS, and endometriosis conditions that are often underdiagnosed or under-supported. A study of 1,900 Health & Her users showed a measurable drop in symptom severity after regular app use.

These tools expand access and give women more control over managing their health. But they’re not all built the same, and trust matters.

Most apps still don’t meet basic standards.

Despite the progress, the majority of health apps still fall short. A review by ORCHA found that only 20% of digital health apps met safety, privacy, and quality thresholds.

This includes issues like:

• Lack of clinical validation
• Poor data protection
• Misleading features that promote supplements or unproven theories

Some popular apps have faced real consequences. Flo, for example, shared user data with third parties without clear consent. Glow, another fertility app, had a privacy flaw that exposed sensitive data to people outside the platform.

This isn’t just a legal issue; it’s a trust issue. When women use these tools to track their cycles, plan pregnancies, or manage chronic symptoms, they expect safety, transparency, and clinical rigor.

How to evaluate digital health tools

Whether you're a founder building a product or a leader deciding which platforms to partner with, it helps to apply a simple test:

Is it proven?

Has the tool gone through peer-reviewed studies or FDA/CE approvals? Clue and Natural Cycles meet this bar. Most others don’t.

Is it protected?

Does the app clearly explain how it uses your data, and does it give you control over that data?

Is it personalized?

Does it adapt to real-world user data, like irregular cycles, postpartum changes, or chronic conditions?

Is it participatory?

Was it developed with doctors and patients? Does it integrate with care teams or allow data sharing with providers?

Too many tools fail this test, which is a missed opportunity. Building trust isn’t just about avoiding risk; it’s about delivering long-term value and brand credibility.

Why this matters for healthcare leaders

Product validation matters for founders and investors, and visibility does too. The tools you build, fund, or recommend must be seen as credible and valuable.

And that starts with how you show up.

Your audience isn’t just comparing products. They’re comparing voices, values, and proof. People buy from people they know, like, and trust.

That’s why I’m building in partnership with TuraLabs & Dr. Amine Rabehi, PhD the AI Content Coach, a tool that helps healthcare founders and executives share their expertise with clarity and consistency. It’s trained to reflect your tone, goals, and audience and is designed to help you build a brand that leads.

Want early access? Join the waitlist for the AI CONTENT COACH here.

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I’d love to hear from you.

Which digital health tool do you trust most, and why? Let’s discuss this in the comments.

About Dr. Nadia Boutaoui, Ph.D., EMBA-Healthcare

Dr. Nadia Boutaoui is a scientist, healthcare tech founder, and business strategist with a PhD in genetics and an executive MBA in healthcare. She helps founders, executives, and investors accelerate growth by connecting scientific expertise with business strategy.

As the creator of AI Business Mastery and a trusted advisor to startups and innovation hubs, she brings 15+ years of leadership experience across biotech, digital health, and AI. Her work bridges research, strategy, and execution to drive results.