Hormona
Hormona is a London-based femtech company that combines a smartphone AI scanner with proprietary at-home urine hormone test kits and a subscription app to help women track, predict and manage hormonal health across cycle stages and perimenopause in 190+ countries.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Hormona does
Hormona is a London-headquartered femtech company founded in 2020 by Karolina Löfqvist (CEO) and Jasmine Tagesson (COO/Co-founder) that sells an AI-driven at-home hormone testing platform aimed at women from first period through menopause. The core product is the Hormona Cycle App, paired with proprietary single-use urine test strips that are scanned by the smartphone camera; an AI pipeline converts the strip image into fully quantitative readings of estrogen, progesterone and follicle-stimulating hormone (FSH) with claimed accuracy above 90% versus clinical standards. These readings feed individual hormone baselines built over roughly three cycles, predictive PMS and symptom forecasts, and personalized nutrition and lifestyle recommendations reviewed by an in-house medical and nutrition advisory board.
The company's product surface comprises the mobile app, the Hormona Wellness Test (general cycle and hormone monitoring), the Hormona Perimenopause Test Kit (launched December 2024, targeting estrogen/progesterone/FSH for women in perimenopause), and the Hormona+ premium subscription, which unlocks symptom predictions, 12-week wellness programs, cycle-synchronized recipes, learning modules and access to in-app community experts. Revenue is generated from one-time kit sales on the company's e-commerce site and from Hormona+ monthly or annual subscriptions purchased through iOS App Store, Google Play or the website.
Hormona operates a direct-to-consumer go-to-market with product-led growth, distributed through app stores, its own website, a Sweden-based fulfillment center, and a community-led marketing motion built around an ambassador program, the Hormona Library, social content (over 100 million views), and press features in Forbes, Vogue Scandinavia, BBC and CNN. The platform is used by women in 190+ countries, with a notable enterprise validation in the form of the SpaceX Fram2 mission selecting Hormona test strips for astronaut hormone monitoring, and a £100,000 Innovate UK grant awarded in September 2025 to advance menopause diagnostics, clinical testing and UK healthcare partnerships. The company has raised approximately $8.8 million to date, headlined by a $6.7 million seed round in May 2025 co-led by Voima Ventures and SuperNode Global VC.
Hormona firmographics
Firmographics- Name
- Hormona
- Legal name
- Hormona
- Website
- https://hormona.io
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hormona is a London-based femtech company that combines a smartphone AI scanner with proprietary at-home urine hormone test kits and a subscription app to help women track, predict and manage hormonal health across cycle stages and perimenopause in 190+ countries.
- Ownership category
- akta.pro rank
Hormona industry classification
Industry- Product category
- Women's Hormone Health Monitoring
- SIC
- In Vitro & In Vivo Diagnostic Substances (2835), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Pregnancy, Fertility & Women’s Health Rapid Tests (hCG, ovulation, vaginal infection) (HLAHAOAF)
- akta.pro secondary industries
- Women’s Health & Fertility Therapeutics (Digital) (HLACANAK), Women’s Health & Fertility Tracking Devices (Ovulation/Temp Sensors, Pelvic Health Devices) (CRACAQAJ), Home-Use & OTC Rapid Self-Tests (Consumer POCT kits) (HLAHAOAK)
Keywords
Where Hormona is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Hormona business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- Hormona+ Subscription: Monthly or yearly subscription offering unlimited access to all app features including symptom predictions, daily insights, 12-week wellness programs, hormone-friendly recipes, expert-designed learning modules, and community expert answers.
- At-Home Hormone Test Kits: One-time purchase of hormone testing kits including Wellness Tests and Perimenopause Tests, sold directly through the website and app with global shipping.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Hormona+ subscription with monthly or annual billing |
| Subscription | Annual | Hormona+ annual subscription |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Hormona product offering
Product offeringCore offering
Hormona sells an AI-powered hormone tracking mobile app integrated with proprietary at-home urine test strips (Wellness Tests and Perimenopause Test Kit) that scan via the smartphone camera to deliver clinical-grade, fully quantitative results for estrogen, progesterone, and FSH in 15 minutes. The company monetizes through one-time test kit purchases and a Hormona+ premium subscription offering AI symptom predictions, cycle-synchronized wellness programs, and expert guidance. Target users are women seeking to understand hormonal patterns, manage PMS or perimenopause symptoms, and track long-term hormonal health.
Product overview
Hormona is a women's health platform combining a mobile app with connected at-home hormone testing products. The core offering consists of the Hormona™ Cycle App, which provides AI-powered hormone tracking, cycle predictions, and personalized insights. This is complemented by two hardware product lines: Hormona™ Wellness Tests (for general hormone monitoring) and Hormona™ Perimenopause Test Kits (for menopause diagnostics), both using AI-powered urine test strip analysis. The Hormona+ premium subscription unlocks advanced features including symptom predictions, wellness programs, expert community access, and personalized recipes. The platform is designed to support women from their first period through menopause, with testing available in over 190 countries.
Differentiator
Problem solved
Functional benefit
Brands
- Hormona+: Premium subscription service offering unlimited access to all app features including symptom predictions, analysis of symptom trends, exclusive 12-week wellness programs, hormone-friendly recipes tailored to cycle phase, partner emails, expert-designed learning modules, and access to expert answers in the community.
- Hormona Perimenopause Test Kit
Products and services
- Hormona Cycle App
Quantifiable outcome
- Over 90% accuracy in hormone test results compared to clinical standards
- +2 more outcomes
Companies that use Hormona
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Hormona technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability6 records
Feature5 records
Hormona partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SpaceXflagshipHormona's urine test strips were selected for hormone monitoring during the SpaceX Fram2 mission, a privately funded crewed flight that will carry humans around Earth's poles. This represents Hormona's first major enterprise/research partnership and validates their technology for scientific research applications.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Hormona competitors and assessment
Company assessmentDirect peers
- Natural Cycles: FDA-cleared fertility and hormone-based cycle tracking app with a subscription model and optional basal temperature hardware. Direct competitor in quantitative at-home hormone/fertility tracking with overlapping target audience of women seeking non-hormonal contraception and conception support.
- Mira: Provides at-home hormone testing kits (estrogen, LH, FSH, progesterone) paired with an app that uses a proprietary analyzer device. Directly comparable to Hormona's quantitative urine testing approach, competing for the same perimenopause, fertility, and cycle-tracking user.
- Proov: At-home PdG (progesterone metabolite) and FSH urine test strips with an accompanying app for cycle and fertility insights. Closely aligned with Hormona's urine-strip + app product architecture and target market of women trying to conceive or monitor hormonal health.
- Eli Health: Continuous at-home hormone monitoring via saliva-based test strips paired with a smartphone app. Competes head-to-head with Hormona on the promise of daily, in-home hormone measurement and personalized insights for women.
Broad incumbents
- Flo Health: One of the world's largest period and cycle tracking apps with tens of millions of monthly active users and a premium subscription. Overlaps with Hormona on the cycle tracking and AI symptom-prediction experience but does not currently offer integrated quantitative hormone testing hardware.
- Clue: Leading Berlin-based period and cycle tracking app with a subscription tier and an FDA-cleared digital contraceptive feature in some markets. Comparable to Hormona on the cycle-tracking and AI insights layer but without the at-home quantitative hormone test hardware component.
- Modern Fertility (Ro): At-home hormone testing service acquired by Ro, offering finger-prick blood tests for fertility hormones with online results. Competes with Hormona for the perimenopause and fertility-conscious audience but uses blood rather than urine-based testing.
- Clearblue: Established global brand for at-home ovulation, pregnancy, and fertility test strips. Comparable to Hormona on the consumer at-home hormone test category but relies on qualitative visual readouts rather than AI-quantified results.
Emerging players
- Oura: Smart ring with cycle and hormonal insight features targeting women. Adjacent competitor in the quantitative women's health tracking space with a hardware+subscription model similar in shape to Hormona's app+kit approach.
- MyOva: UK-based women's health company offering at-home hormone test kits and personalised supplement programmes for PCOS, perimenopause, and fertility. Comparable D2C consumer hormone testing business targeting overlapping UK and European customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Hormona social profiles
Digital presenceHormona compliance and trust
Trust signalCompliance2 records
Hormona financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hormona leadership team
Management profileNumber of profiles
Profiles3 records
Hormona funding detail
Funding detailFunding overview
Funding rounds4 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hormona M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hormona
What does Hormona do?
Hormona sells an AI-powered hormone tracking mobile app integrated with proprietary at-home urine test strips (Wellness Tests and Perimenopause Test Kit) that scan via the smartphone camera to deliver clinical-grade, fully quantitative results for estrogen, progesterone, and FSH in 15 minutes. The company monetizes through one-time test kit purchases and a Hormona+ premium subscription offering AI symptom predictions, cycle-synchronized wellness programs, and expert guidance. Target users are women seeking to understand hormonal patterns, manage PMS or perimenopause symptoms, and track long-term hormonal health.
Is Hormona a public or private company?
Hormona is a private company. It is classified as venture growth investor backed and is currently operating.
When was Hormona founded?
Hormona was founded in 2020. It employs 11 to 50 people.
Where is Hormona based?
Hormona is headquartered in London, United Kingdom, in the Europe region.
How does Hormona make money?
Two revenue lines are on record. Hormona+ Subscription is the primary driver. The others are at-Home Hormone Test Kits.
Who are Hormona's main competitors?
Direct peers on record are Natural Cycles, Mira, Proov and Eli Health. Broad incumbents are Flo Health, Clue, Modern Fertility (Ro) and Clearblue. Emerging players are Oura and MyOva.
Does Hormona have an API?
No public API is recorded for Hormona.
What industry is Hormona in?
Hormona's product category is Women's Hormone Health Monitoring. Its primary akta.pro industry code is HLAHAOAF, Pregnancy, Fertility & Women’s Health Rapid Tests (hCG, ovulation, vaginal infection), with a secondary code of HLACANAK, Women’s Health & Fertility Therapeutics (Digital). Its SIC code is 2835.