Winona
Winona is a physician-led, direct-to-consumer telehealth company that prescribes and delivers custom-compounded bioidentical hormone replacement therapy to perimenopausal and menopausal women aged 35+ in 33 U.S. states and Puerto Rico, generating revenue from recurring monthly subscriptions of approximately $120–$300 per month.
- Company typePrivate
- Founded2020
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Winona does
Winona is a physician-led, direct-to-consumer telehealth company that prescribes and delivers custom-compounded bioidentical hormone replacement therapy (HRT) to women experiencing perimenopause and menopause symptoms. The platform pairs a self-service health quiz and free initial medical visit with consultations by board-certified physicians who prescribe symptom-based — rather than blood- or saliva-test-based — HRT in four delivery variants: body cream, vaginal, oral, and patch formulations. The company is headquartered in Austin, Texas, operates with 11–50 employees, and is VC-backed. The platform is anchored by a proprietary telehealth workflow and a 100,000+ patient intake assessment dataset that underpins both clinical decision-making and the State of Menopause 2026 research report.
The company serves a primary consumer segment of perimenopausal and menopausal women aged 35+ reporting an average of nine concurrent symptoms, plus an emerging corporate wellness B2B channel. Distribution is exclusively DTC through bywinona.com, with a self-serve PLG onboarding flow, free unlimited physician follow-ups, free shipping, and pause-or-cancel-anytime flexibility. Service is available in 33 U.S. states and Puerto Rico. Marketing is multi-channel — SEO content covering 100+ symptoms, a free symptom quiz, an email newsletter, paid social/retargeting, live Q&A webinars, earned media in Elle, People, Harper's Bazaar, and the Los Angeles Times, and a 4.6 Trustpilot rating across 7,180+ reviews.
Revenue is generated primarily through recurring monthly HRT subscriptions priced at approximately $120–$300 per month depending on services and treatment type. Payment is out-of-pocket, with HSA/FSA supported at checkout and some private/employer-designated insurance plans accepted on a reimbursement or plan-dependent basis. A Corporate Wellness offering and an Affiliate Program provide additional B2B and partner-driven revenue streams. Founders Austin Kueffner, Konrad Billetz, and Robert Schmidt lead the company, with Joel Green as CTO and Mike Green as CMO; no parent company, incorporation jurisdiction, or cap-table details are disclosed.
Winona firmographics
Firmographics- Name
- Winona
- Legal name
- Winona
- Website
- https://bywinona.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Winona is a physician-led, direct-to-consumer telehealth company that prescribes and delivers custom-compounded bioidentical hormone replacement therapy to perimenopausal and menopausal women aged 35+ in 33 U.S. states and Puerto Rico, generating revenue from recurring monthly subscriptions of approximately $120–$300 per month.
- Ownership category
- akta.pro rank
Winona industry classification
Industry- Product category
- Menopause Telehealth
- NAICS
- Home Health Care Services (62161), Home Health Care Services (621610)
- SIC
- Services-Health Services (8000), Services-Home Health Care Services (8082)
- akta.pro primary industry
- Contraception & Family Planning Telehealth (birth control, counseling, follow-up) (HLALAHAB)
- akta.pro secondary industries
- Virtual PT/OT/MSK & Rehab Programs (Payer-Sponsored) (HLALACAI), Population Health Outreach, Preventive Care & Screening Virtual Programs (Payer-Sponsored) (HLALACAL)
Keywords
Where Winona is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Markets served
Winona business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Direct-to-Consumer Telehealth HRT Subscriptions: Recurring revenue from online telehealth consultations paired with ongoing shipments of prescribed bioidentical hormone medications (pills, creams, patches, vaginal preparations) shipped directly to the patient's home. Per third-party guides, online HRT pricing for platforms in this category ranges from approximately $120 to $300 per month depending on services and treatment type.
- Out-of-Pocket and HSA/FSA Medication Sales: Patients can pay out-of-pocket and submit receipts to insurance for possible reimbursement, or use HSA (Health Saving Account) and FSA (Flexible Spending Account) funds to pay for Winona prescriptions at checkout, providing an alternative payment channel.
- Corporate Wellness Partnerships: Winona offers a Corporate Wellness program (referenced via bywinona.com/case-study/corporate-wellness) and has signaled plans to expand partnerships across telehealth, pharmaceutical, and wellness sectors, indicating B2B partnership revenue potential.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Online HRT subscription, approximately $120 to $300 per month depending on services and treatment type |
| Other | Monthly | Pay out-of-pocket or via HSA/FSA; insurance reimbursement supported |
| Subscription | Monthly | Includes free shipping, free unlimited follow-ups, and free initial medical visit |
Go-to-market motion4 records
Distribution channels3 records
Marketing channels11 records
Winona product offering
Product offeringCore offering
Winona is a direct-to-consumer telehealth company that prescribes and delivers personalized, compounded bioidentical hormone replacement therapy (HRT) for perimenopausal and menopausal women. Treatments include body cream, vaginal, oral, and patch formulations prescribed by board-certified physicians based on symptom severity rather than blood or saliva hormone testing, and shipped directly to patients' homes. The service bundles a free online medical intake, free unlimited physician follow-ups, and pause-or-cancel-anytime flexibility, available in 33 U.S. states and Puerto Rico.
Product overview
Winona operates as a single unified service: a physician-led telehealth platform dedicated to perimenopause and menopause care. The core offering, the Winona Menopause Care Telehealth Service, wraps around its central treatment, Winona Bioidentical Hormone Replacement Therapy (HRT), which is delivered in four formulation variants — Winona Body Cream HRT, Winona Vaginal HRT, Winona Oral HRT, and Winona Patch HRT. Patients access care through the Winona Patient Portal (app.bywinona.com), onboard via the Winona Health Quiz, and continue learning through the Winona Live Q&A sessions and the Winona Menopause Journal content library. The platform is complemented by the Winona Research Initiative, a research program announced in 2026, and a community layer, The Winona Women Facebook Community. Together these modules form a vertically integrated menopause care experience — from assessment and physician consultation, to compounded prescription and home delivery, to ongoing education and research.
Differentiator
Problem solved
Functional benefit
Products and services
- Winona Bioidentical Hormone Replacement Therapy (HRT)
- Winona Menopause Care Telehealth Service Physician-led telehealth service that empowers, educates, and treats women throughout perimenopause and menopause, bundling a free online medical intake / symptom quiz, free unlimited physician follow-ups via the patient portal, ongoing therapy adjustment, and prescribed compounded bioidentical HRT shipped directly to the patient's home. The service is available in 33 U.S. states and Puerto Rico and can be paused or canceled anytime.
Quantifiable outcome
- 75% of women report six or more concurrent menopause symptoms
- +7 more outcomes
Companies that use Winona
Customer profileSegments4 records
Ideal customer profiles2 records
Winona technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Winona partnerships and signals
Strategic signalScale indicators11 records
Recent moves6 records
Expansion highlights5 records
Winona competitors and assessment
Company assessmentDirect peers
- Midi Health: Midi Health is a venture-backed telehealth clinic focused on perimenopause and menopause care for women 35+, offering clinician-prescribed HRT and lifestyle interventions. Direct overlap with Winona on target customer (midlife women), care model (telehealth + prescription), and treatment category (HRT).
- Evernow: Evernow is a telehealth provider offering virtual menopause care with prescriptions for HRT and non-hormonal treatments delivered to patients' homes. Closely comparable to Winona in patient profile, telehealth-first delivery, and HRT-led treatment model.
- Elektra Health: Elektra Health is a digital menopause care platform combining telehealth clinicians with education and community programming for women in midlife. Comparable to Winona on patient segment and virtual care delivery, with overlapping emphasis on education and community alongside clinical care.
- Alloy Women's Health: Alloy is a telehealth platform serving women 40+ with menopause and perimenopause treatment including compounded bioidentical HRT. Direct peer to Winona in compounded HRT prescribing, cash-pay subscription model, and perimenopause/menopause positioning.
- Gennev: Gennev is a women's health platform focused on menopause care, offering telehealth visits with menopause-certified providers and prescription treatments. Comparable to Winona on patient demographic (women in menopause), virtual care delivery, and treatment-led approach.
- Bonafide Health: Bonafide is a women's health company offering non-prescription and clinician-recommended products for menopause symptoms, with a growing telehealth and prescription offering. Adjacent to Winona in menopause symptom treatment, with overlap in audience and DTC women's health positioning.
Broad incumbents
- Hims & Hers Health: Hims & Hers is a large-scale telehealth and DTC wellness platform offering prescriptions across multiple categories including women's health and hormone-related treatments. Broader incumbent that competes for the same telehealth-HRT consumer wallet but operates across many conditions beyond menopause.
- Ro (Roman): Ro is a multi-condition telehealth and pharmacy platform offering at-home diagnostics, prescriptions, and ongoing care, with categories overlapping women's health. Comparable as a broad incumbent in DTC telehealth but not specialized in menopause.
Emerging players
- Maven Clinic: Maven Clinic is a virtual care platform focused on women's and family health, including fertility, pregnancy, postpartum, and increasingly perimenopause/menopause. Overlaps with Winona on women's virtual care audience and employer channel, but is broader across the life stages.
- Tia: Tia operates hybrid in-person and virtual women's health clinics covering primary care, gynecology, and perimenopause/menopause care. Comparable to Winona on women-focused care and menopause, though Tia differentiates via physical clinics and a different cost structure.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Winona social profiles
Digital presenceWinona financial estimates
Financial estimateRevenue estimate
Valuation estimate
Winona leadership team
Management profileNumber of profiles
Profiles7 records
Winona funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Winona 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 Winona
What does Winona do?
Winona is a direct-to-consumer telehealth company that prescribes and delivers personalized, compounded bioidentical hormone replacement therapy (HRT) for perimenopausal and menopausal women. Treatments include body cream, vaginal, oral, and patch formulations prescribed by board-certified physicians based on symptom severity rather than blood or saliva hormone testing, and shipped directly to patients' homes. The service bundles a free online medical intake, free unlimited physician follow-ups, and pause-or-cancel-anytime flexibility, available in 33 U.S. states and Puerto Rico.
Is Winona a public or private company?
Winona is a private company. It is classified as venture growth investor backed and is currently operating.
When was Winona founded?
Winona was founded in 2020. It employs 11 to 50 people.
Where is Winona based?
Winona is headquartered in Austin, United States, in the North America region.
How does Winona make money?
Three revenue lines are on record. Direct-to-Consumer Telehealth HRT Subscriptions are the primary driver. The others are out-of-Pocket and HSA/FSA Medication Sales and corporate Wellness Partnerships.
Who are Winona's main competitors?
Direct peers on record are Midi Health, Evernow, Elektra Health, Alloy Women's Health, Gennev and Bonafide Health. Broad incumbents are Hims & Hers Health and Ro (Roman). Emerging players are Maven Clinic and Tia.
Does Winona have an API?
No public API is recorded for Winona.
What industry is Winona in?
Winona's product category is Menopause Telehealth. Its primary akta.pro industry code is HLALAHAB, Contraception & Family Planning Telehealth (birth control, counseling, follow-up), with a secondary code of HLALACAI, Virtual PT/OT/MSK & Rehab Programs (Payer-Sponsored). Its NAICS code is 62161 and its SIC code is 8000.