Clue
Clue operates one of the world's largest female health applications for period, fertility, pregnancy, and perimenopause tracking, with 100M+ downloads across 190+ countries. Its freemium Clue app and Clue Plus subscription monetize through app stores, insurance partners, and wearable integrations.
- Company typePrivate
- Founded2012
- HeadquartersBerlin, Germany
- Headcount51–100
- GTM typeB2C
- OfferingSoftware
What Clue does
Clue (legally BioWink GmbH, headquartered in Berlin, Germany) is a femtech company that operates one of the world's largest female health applications for period, fertility, pregnancy, and perimenopause tracking, with reported 100M+ downloads across 190+ countries and 23 languages. The platform is built around a single iOS/Android app with mode-based experiences (Period, Conceive, Pregnancy, Perimenopause, No-Period) plus an FDA-cleared digital contraceptive called Clue Birth Control and a CE-marked fertility algorithm in Clue Conceive, all backed by clinically validated predictive models and an in-app encyclopedia authored with OB/GYNs and certified fertility nurses. The technical stack runs on AWS EU servers under strict GDPR compliance, with health and personal data stored separately, no-sell/no-share-of-health-data guarantees, and de-identified data feeding research collaborations with Oxford, Berkeley, MIT, Stanford, and the Bill & Melinda Gates Foundation. The wearable layer ingests skin temperature and sleep data from 11+ OEM partners including Oura, Withings, WHOOP, Ultrahuman, Huawei, Polar, Fitbit, Luna, Noise, Apple Health, and Google Health Connect.
Clue's revenue model is freemium-led: the free Clue app serves as a top-of-funnel conversion driver into Clue Plus, a monthly subscription sold via App Store, Play Store, and helloclue.com (processed through Paddle) that unlocks advanced cycle insights, multiple tracking modes, Clue Connect partner sharing, and expert content. Paid acquisition extends beyond direct-to-consumer through three emerging B2B2C and channel-revenue streams: insurance-covered distribution via German private health insurer SDK and Stuttgarter Lebensversicherung (~680,000 fully insured members), pre-tax HSA/FSA payments via Flex in the US, and embedded NHS-funded contraception via Evaro in the UK. Brand and research partnerships (L'Oréal, the Women's Health Visibility Alliance with Essity/Hertility/Daye/Mooncup) and wearable OEM co-marketing (e.g., HUAWEI WATCH FIT 5 three-month trial) layer additional indirect-revenue exposure onto the consumer subscription core.
Clue firmographics
Firmographics- Name
- Clue
- Legal name
- BioWink GmbH
- Website
- https://helloclue.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Clue operates one of the world's largest female health applications for period, fertility, pregnancy, and perimenopause tracking, with 100M+ downloads across 190+ countries. Its freemium Clue app and Clue Plus subscription monetize through app stores, insurance partners, and wearable integrations.
- Ownership category
- akta.pro rank
Clue industry classification
Industry- Product category
- Women's Health & Femtech Software
- akta.pro primary industry
- Clinical-Grade Vital Signs Monitoring (ECG, SpO2, BP, Temp, Respiration) (HLACAPAI)
- akta.pro secondary industry
- Edge-Based Clinical Decision Support & Alerts (On-Device/On-Prem Analytics) (HLACAPAL)
Keywords
Where Clue is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Clue business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Clue Plus subscription: Recurring premium subscription unlocking advanced cycle insights, pattern analysis, multiple tracking modes (Conceive, Pregnancy, Perimenopause), Clue Connect partner sharing, medical-expert content, and unlimited tracking customization. Sold directly via the iOS/Android apps (Apple App Store / Google Play) and via helloclue.com (processed through merchant of record Paddle).
- Freemium (Clue Free): Free tier offering essential cycle statistics, basic cycle predictions, and account creation. Used as the top-of-funnel conversion driver into Clue Plus; no direct revenue from free users.
- Insurance-covered subscription (B2B2C): B2B2C revenue via partnership with German private health insurer Süddeutsche Krankenversicherung (SDK) and Stuttgarter Lebensversicherung, where Clue Plus is provided at no extra cost to ~680,000 fully insured SDK members and ~1,600 employees — the world's first insurance-covered period and cycle tracker.
- HSA/FSA-funded subscription (US): US subscription payments processed through Flex, enabling Clue Plus to be paid with pre-tax HSA/FSA health dollars and unlocking 30–40% user savings. Web payments for FSA/HSA handled via Flex or its third-party processors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Clue Free — free account with essential cycle stats and basic predictions |
| Subscription | Monthly | Clue Plus Premium — paid tier unlocking advanced insights, multiple tracking modes, partner sharing, and expert content |
Go-to-market motion6 records
Distribution channels8 records
Marketing channels11 records
Clue product offering
Product offeringCore offering
Clue is a mobile period, fertility, and cycle-tracking application (iOS and Android) that lets users log symptoms and predict periods, PMS, ovulation, and fertile windows. It operates on a freemium model, with the free Clue app providing basic tracking and Clue Plus offering advanced predictions, multiple life-stage modes (Conceive, Pregnancy, Perimenopause, No Period), expert content, and partner cycle sharing. Clue also offers Clue Birth Control, an FDA-cleared digital contraceptive in the US, and a CE-marked Clue Conceive fertility-prediction mode, all built on a privacy-first platform hosted on EU servers.
Product overview
Clue is a single unified mobile application (iOS and Android) called Clue, developed by Biowink GmbH in Berlin, augmented by a premium subscription tier called Clue Plus that unlocks advanced cycle insights and additional tracking modes. The product architecture is one app with mode-based experiences on top: Clue (free period and cycle tracker), Clue Plus (premium insights, predictions, expert content, and Clue Connect sharing), Clue Conceive (CE-marked, clinically validated fertility/trying-to-conceive mode), Clue Pregnancy Mode (week-by-week pregnancy tracking), Clue Perimenopause (menopause transition tracking), and Clue No Period (cycle-related tracking without bleeding). On top of the app, Clue also offers Clue Birth Control (an FDA-cleared digital contraceptive in the US) and a Wearables integration layer that syncs biometric data from Oura, Withings, WHOOP, Ultrahuman, Huawei, Polar, Fitbit, Luna, and Noise into the Clue platform. Distribution is via the Apple App Store and Google Play Store, with Clue Plus subscriptions also sold through helloclue.com (processed by Paddle) and via FSA/HSA payments handled by Flex.
Differentiator
Problem solved
Functional benefit
Brands
- Clue Birth Control: FDA-cleared digital contraceptive that predicts pregnancy risk based on cycle data and clinical research.
- Clue Plus
- Clue Conceive
Products and services
- Clue (Free Period & Cycle Tracker) Flagship free mobile app (iOS and Android) by Biowink GmbH that lets users log period dates, symptoms, moods, and physical experiences, and surfaces essential cycle statistics and basic cycle predictions. Marketed as women-led, science-based, and privacy-first, with 100M+ downloads across 190+ countries and 23 languages.
- Clue Plus Premium subscription tier unlocked inside the Clue app that adds advanced cycle insights, personalized predictions and pattern analysis, switchable tracking modes for different life stages (Conceive, Pregnancy, Perimenopause, No Period), unlimited tracking customization, Clue Connect partner sharing, and unlimited access to medical-expert content. Sold via Apple App Store, Google Play, and helloclue.com (processed by Paddle).
- Clue Conceive CE-marked, clinically validated fertility mode within the Clue app that uses a validated algorithm to identify a user's most fertile days, with daily pregnancy probability predictions, ovulation test result tracking, 200+ symptom tracking options, Oura Temperature sync, and Clue Connect partner sharing; designed for users trying to conceive.
- Clue Birth Control FDA-cleared digital contraceptive in the US that predicts pregnancy risk based on cycle data and clinical research, built on top of the Clue period-tracking platform.
- Clue Wearables Integration Cross-platform integration layer that syncs skin temperature, sleep duration, and other biometric data from partner wearables (Oura, Withings, Ultrahuman, WHOOP, Huawei, Polar, Fitbit, Luna, Noise) into Clue so users can combine continuous wearable data with cycle tracking for deeper insights into menstrual and hormonal patterns; also surfaced on smartwatches such as the HUAWEI WATCH FIT 5 Series.
Quantifiable outcome
- 100M+ app downloads worldwide across 190+ countries
- +6 more outcomes
Companies that use Clue
Customer profileNamed customers3 records
Segments8 records
Ideal customer profiles6 records
Clue technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
AI capability5 records
Feature6 records
Clue partnerships and signals
Strategic signalPartnerships
27 partnerships are on record, tiered flagship and major.
- Süddeutsche Krankenversicherung a.G. (SDK)flagshipSDK, one of Germany's leading private health insurers, partnered with Clue to make it the world's first period and menstrual cycle tracker covered by health insurance. SDK's ~680,000 fully insured members plus ~1,600 employees gain Clue Plus at no extra cost.
- Stuttgarter Lebensversicherung a.G.majorGerman life insurer whose ~1,600 employees gain Clue Plus access at no extra cost as part of the SDK insurance partnership.
- Women's Health Visibility Alliance (Essity, Hertility, Daye, Mooncup)majorClue co-founded the Women's Health Visibility Alliance alongside Essity, Hertility, Daye, and Mooncup to challenge systemic social-media censorship of women's-health information, following a CensHERship-campaign open letter signed by 600+ women's-health leaders.
- FlexflagshipHSA/FSA payment-infrastructure provider Flex partnered with Clue to enable US consumers to use pre-tax health dollars for Clue Plus subscriptions, unlocking 30–40% user savings and expanding financial access to reproductive-health tools.
- HuaweiflagshipHuawei added Clue to the health and fitness ecosystem of the HUAWEI WATCH FIT 5 Series, integrating cycle tracking, biometric insights, and cycle-synced training plans into the smartwatch. Buyers receive a three-month free trial of Clue Plus as part of the launch promotion, and the integration is distributed via HUAWEI AppGallery.
- EvaroflagshipNHS-licensed digital healthcare platform Evaro partnered with Clue to integrate NHS-funded contraception services within Clue's UK app — a UK-first integration — providing free, remote access to contraception and addressing UK access barriers. Evaro also secured €21M Series A funding with Clue named as a key partner.
- OuraflagshipOura is one of Clue's women's-health partner platforms. Oura ring users can sync biometric data (temperature trends, sleep patterns, activity levels) with Clue for combined cycle tracking, fertility monitoring, and hormonal insights.
- Apple Health (iOS)flagshipApple Health integration allows users to sync health data between Clue and the Apple Health app on iOS, with explicit user-controlled permissions governing what personal data is exchanged.
- Google Health Connect (Android)flagshipGoogle Health Connect integration enables Android users to sync health data with the Clue app under user-controlled permissions, enabling bi-directional read/write of relevant health information.
- WHOOPmajorWHOOP is part of Clue's expanded wearable integrations announced in November 2025, syncing wearable biometric data into Clue for menstrual and hormonal-pattern insights.
- WithingsmajorWithings is part of Clue's expanded wearable integrations announced in November 2025, syncing wearable biometric data into Clue for menstrual and hormonal-pattern insights.
- UltrahumanmajorUltrahuman is part of Clue's expanded wearable integrations announced in November 2025, syncing wearable biometric data into Clue for menstrual and hormonal-pattern insights.
- PolarmajorPolar is part of Clue's expanded wearable integrations announced in November 2025, syncing wearable biometric data into Clue for menstrual and hormonal-pattern insights.
- FitbitmajorFitbit is part of Clue's expanded wearable integrations announced in November 2025, syncing wearable biometric data into Clue for menstrual and hormonal-pattern insights.
- Amazon Web Services (AWS)flagshipAWS EMEA SARL is Clue's hosting provider; Clue uses only AWS data centers in the European Union, with all data encrypted by Clue at rest.
- BrazeflagshipBraze facilitates Clue's in-app messages, push notifications, and emails (newsletter, promotional, and Cycle Review emails), processing user data on EU servers under pseudonymization.
- DatadogmajorDatadog provides Clue with service and infrastructure monitoring and alerting, storing monitoring data on EU servers to help resolve application-performance issues quickly.
- Firebase Cloud Messaging (Google)majorFirebase Cloud Messaging powers push notifications and alerts on the Android Clue app using device-specific push tokens.
- AdjustmajorAdjust (Germany-based) provides attribution and analytics for Clue's advertising campaigns, using IDFA/Google Play Services IDs and IP addresses, sharing install/subscribe events with ad networks like Meta and TikTok to suppress redundant ads.
- PaddleflagshipPaddle is Clue's merchant of record for helloclue.com web subscriptions, processing payments and acting as the controller of payment data; Clue remains the controller of app usage data.
- Apple (Sign in with Apple)majorApple's 'Sign in with Apple' service is offered as a Clue account login option, with strict limits on health data exchanged with Apple.
- Google (Sign in with Google)majorGoogle's 'Sign in with Google' service is offered as a Clue account login option, with strict limits on health data exchanged with Google.
- Facebook / Meta (Facebook Login)majorMeta's 'Facebook Login' is offered as a Clue account login option, with strict limits on health data exchanged with Facebook.
- University of OxfordflagshipOxford is one of Clue's research partners, using de-identified Clue data to advance women's-health research and close the gender data gap.
- Stanford UniversitymajorStanford is featured as one of Clue's research collaborators, with de-identified Clue data contributing to women's-health research.
- University of California, Berkeley (MIT)majorBerkeley, MIT, and other leading institutions partner with Clue to advance women's-health research using Clue's real-world data.
- L'OréalmajorL'Oréal has partnered with Clue to integrate user-consented hormonal-cycle data into L'Oréal's product development, reflecting the broader femtech trend of linking hormonal data with consumer-health and beauty R&D.
Scale indicators15 records
Recent moves6 records
Expansion highlights6 records
Clue competitors and assessment
Company assessmentDirect peers
- Glow: Glow is a fertility and period tracking app that also extends into broader reproductive health (Glow Baby, Glow Nurture). Comparable to Clue's Conceive and Pregnancy modes and competes for the same trying-to-conceive and pregnancy-tracking user base.
- Natural Cycles: Natural Cycles is an FDA-cleared digital contraceptive and fertility tracker with a CE-marked algorithm — directly comparable to Clue Birth Control and Clue Conceive. Both companies operate in regulated digital contraception, sell consumer subscriptions, and compete for the same 'trying to conceive / avoid pregnancy' user segment.
- Flo Health: Flo Health is the largest direct competitor in period and fertility tracking, offering a freemium app with AI-driven personalised insights, pregnancy mode, and health insights. Both companies target the same primary consumer (women tracking cycles), operate global freemium subscription models, and compete head-to-head on App Store rankings.
- Ovia Health: Ovia Health is a women's and family health platform offering period tracking, fertility, and pregnancy modes with strong US employer and health-plan B2B distribution. Comparable to Clue's consumer tracking experience and increasingly to Clue's insurance-covered distribution model via Ovia's employer benefits partnerships.
Emerging players
- Ava Science: Ava offers a hardware-enabled fertility tracker (the Ava bracelet) that combines wearables with cycle prediction. Comparable to Clue's wearable-integration strategy (Oura, Withings) and Clue Conceive, but with proprietary hardware instead of relying on partner OEMs.
- Daye: Daye is a women's-health startup offering tampons, CBD-based period care, and a vaginal microbiome screening kit, with an adjacent cycle-tracking experience. Co-founder of the Women's Health Visibility Alliance alongside Clue, making Daye both an ecosystem ally and an emerging femtech competitor in the UK/EU market.
- Elvie: Elvie is a women's health brand best known for connected breast pumps and pelvic-floor trainers, and is widely cited as a femtech peer in analyst reports alongside Clue. Both brands target women's-health-conscious consumers and operate premium hardware- and app-enabled product portfolios.
Others
- Oura: Oura is both a Clue wearable integration partner (syncing temperature trends and sleep data) and a women's-health platform in its own right. Oura could be considered a partner-and-potential-competitor: while Clue ingests Oura data today, Oura also ships native cycle insights directly to its ring users.
- Withings: Withings is a Clue wearable integration partner that syncs skin temperature and sleep data into Clue, but also offers its own health-tracking ecosystem. Comparable as a complementary femtech hardware partner with potential to ship competing native cycle features on Withings devices.
Broad incumbents
- Apple (Health): Apple Health ships built-in cycle tracking, fertility insights, and HealthKit integration that competes with Clue's free and Clue Plus functionality for iOS users. Apple is also a critical distribution partner (App Store, Apple Watch), creating both a channel and a competitive threat for Clue.
Market position
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Clue social profiles
Digital presenceClue compliance and trust
Trust signalCompliance4 records
Clue financial estimates
Financial estimateRevenue estimate
Valuation estimate
Clue leadership team
Management profileNumber of profiles
Profiles11 records
Clue funding detail
Funding detailFunding overview
Funding rounds13 records
Investors18 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Clue 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 Clue
What does Clue do?
Clue is a mobile period, fertility, and cycle-tracking application (iOS and Android) that lets users log symptoms and predict periods, PMS, ovulation, and fertile windows. It operates on a freemium model, with the free Clue app providing basic tracking and Clue Plus offering advanced predictions, multiple life-stage modes (Conceive, Pregnancy, Perimenopause, No Period), expert content, and partner cycle sharing. Clue also offers Clue Birth Control, an FDA-cleared digital contraceptive in the US, and a CE-marked Clue Conceive fertility-prediction mode, all built on a privacy-first platform hosted on EU servers.
Is Clue a public or private company?
Clue is a private company. It is classified as venture growth investor backed and is currently operating.
When was Clue founded?
Clue was founded in 2012. It employs 51 to 100 people.
Where is Clue based?
Clue is headquartered in Berlin, Germany, in the Europe region.
How does Clue make money?
Four revenue lines are on record. Clue Plus subscription is the primary driver. The others are freemium (Clue Free), insurance-covered subscription (B2B2C) and HSA/FSA-funded subscription (US).
Who are Clue's main competitors?
Direct peers on record are Glow, Natural Cycles, Flo Health and Ovia Health. Emerging players are Ava Science, Daye and Elvie. Others are Oura and Withings. Apple (Health) is listed as a broad incumbent.
Does Clue have an API?
No public API is recorded for Clue.
What industry is Clue in?
Clue's product category is Women's Health & Femtech Software. Its primary akta.pro industry code is HLACAPAI, Clinical-Grade Vital Signs Monitoring (ECG, SpO2, BP, Temp, Respiration), with a secondary code of HLACAPAL, Edge-Based Clinical Decision Support & Alerts (On-Device/On-Prem Analytics).