True. Women's Health

What True. Women's Health does

True. Women's Health, Inc. is a privately held, membership-based concierge medical practice headquartered in Grand Rapids, Michigan (founded 2020), that delivers evidence-based women's midlife and menopause care. It is co-founded by Allyn Lebster (CEO) and Dr. Diana Bitner, MD (Chief Medical Officer), with a clinical team of roughly five providers — including Menopause Society Certified Practitioners and specialists in Obesity Medicine, Lifestyle Medicine, and Lipedema — practicing out of a single East Paris Avenue SE office. The firm's core service is the Complete Wellness Program, a concierge primary-care offering that bundles 24/7 text access, same-day/next-day appointments, longer visit times, and personalized whole-person planning across hormone, sexual, metabolic, nutritional, and emotional domains. Surrounding programs include Cancer Wellness (survivorship), true. Weight Journey (medical weight management), Lipedema Consultation, and Monalisa Touch therapy.

The underlying "technology" stack is built around three proprietary clinical frameworks authored or co-developed by Dr. Bitner and registered as trademarks: the W*A*I* Pointes holistic care delivery system (ten wellness domains, referenced in PubMed), the SEEDS lifestyle framework (seven daily habits for midlife), and the Menopause Transition Scale (MTS) assessment. Supporting products include an interactive menopause symptoms quiz, the 'I Want to Age Like That!' book and workbook bundle, a Basic Wellness Online Course, the Sex Deck Cards, and a physician-led Lipedema Support Community. The firm does not publish APIs, SDKs, or AI/ML capabilities.

Revenue is generated through four streams: (1) annual concierge membership fees (not covered by Medicare, Medicaid, or insurance — the practice opts out of all health plans), (2) separately billed clinical services via professional-services coding, (3) DTC product sales through truewomenshealth.com and Amazon (books, journals, courses, gift certificates priced from $9.95 to a $2,900 Complete Wellness gift certificate), and (4) a $99/year Lipedema Support Community subscription. Go-to-market is primarily direct-to-consumer, augmented by an August 2024 strategic partnership with Together Women's Health that extends the model's virtual care delivery nationwide.

Name

True. Women's Health

Legal name

True Women's Health, Inc.

Website

https://truewomenshealth.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

True. Women's Health is a membership-based concierge medical practice in Grand Rapids, Michigan, delivering evidence-based midlife, menopause, and women's wellness care through certified specialists, proprietary clinical frameworks, and direct-to-consumer subscriptions.

Ownership category

akta.pro rank

Product category

Concierge Women's Healthcare

NAICS

Offices of Physicians (62111)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Menopause & Midlife Women’s Health (HLAKAJAH)

akta.pro secondary industry

Menopause & Midlife Women’s Health Telehealth (HRT management, symptom care) (HLALAHAI)

Keywords

• Concierge medical practice
• Women's midlife healthcare
• Menopause care services
• Hormone optimization therapy
• Medical weight management

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Concierge Membership Fees: Annual membership fees covering non-clinical services including 24/7 provider access via instant messaging, video chat and mobile app, no-wait appointments, same day/next day appointments, and specialist coordination. Not covered by Medicare, Medicaid or insurance.
2. Product Sales: Sale of health products including books (I Want to Age Like That!), workbooks, journals, online courses, and gift certificates through the company's e-commerce storefront
3. Lipedema Support Community: Annual subscription ($99/year) for private physician-led community providing education, support, and resources for women with lipedema. Complimentary for one year when scheduling a lipedema consultation.
4. Clinical Services: Professional medical and clinical services billed separately from membership fees. Patient responsibility for co-pays, deductibles, and coverage denials. Practice does not participate in health insurance or HMO plans.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

True. Women's Health is a membership-based concierge medical practice delivering personalized primary and specialty care for women in midlife, with a central focus on menopause and perimenopause. Members receive 24/7 provider access via text and mobile app, same-day/next-day appointments, and unhurried longer visits from Menopause Society Certified Practitioners. The practice also offers dedicated programs for cancer survivorship, medical weight management, sexual health, and lipedema, supported by a retail storefront selling books, workbooks, journals, and online courses.

Product overview

True. Women's Health is a membership-based concierge medical practice specializing in women's midlife health, menopause care, and wellness. The core offering is the Complete Wellness Program, a comprehensive primary care service featuring 24/7 provider access, longer appointments, and same-day/next-day care. Supporting programs include Cancer Wellness (for cancer survivorship), true. Weight Journey (for weight management), and Lipedema Consultation services. The company also offers educational products including Dr. Diana Bitner's book 'I Want to Age Like That!' ($19.95/book, $30.00 bundle with workbook), the 30-Day Mindful Eating Journal ($9.95), Basic Wellness Online Course ($250), Sex Deck Cards ($9.95), and the SEEDS® lifestyle e-book. The Lipedema Support Community is available as a private physician-led membership ($99/year or complimentary with consultation). Assessment tools include the Menopause Symptoms Treatment Quiz and Menopause Transition Scale (MTS®). The company also retails products via Amazon including skincare, health supplements, and wellness books.

Differentiator

Problem solved

Functional benefit

Brands

• Complete Wellness: A comprehensive wellness program covering primary care, midlife and menopause symptoms, 24/7 access, same day/next day appointments, gynecological care, sexual health, hormone optimization, and functional/integrative medicine.
• Cancer Wellness
• true. Weight Journey
• SEEDS
• I Want to Age Like That!
• Lipedema Support Community

Products and services

• Complete Wellness Program

Quantifiable outcome

• Reduced diagnostic delay for endometriosis (average 7-8 years industry-wide)
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Together Women's Health (TWH)coreStrategic or Co-development Partner · 21 August 2024Strategic partnership between Together Women's Health (a major women's health organization in the US) and true. Women's Health to expand access to virtual care services for women nationwide. The partnership aims to improve menopause care delivery and address disparities through true.'s digital platform. This partnership enables true. to scale its digital menopause care nationally through TWH's network.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Evernow: Evernow is a virtual clinic focused on menopause and perimenopause care, providing hormone therapy, prescription treatments, and specialist consultations online. It competes head-to-head with True. for the same midlife women's telehealth segment.
• Tia: Tia operates women's health clinics and virtual care with a focus on whole-person, relationship-based primary care including gynecology, mental health, and wellness. Its concierge-style women's health model and emphasis on longer appointments overlap meaningfully with True.'s care philosophy.
• Elektra Health: Elektra Health is a virtual menopause care platform combining clinician visits, education, and a community platform targeting women in midlife. It directly parallels True.'s blend of telehealth, lifestyle frameworks, and patient community offerings.
• Parsley Health: Parsley Health is a membership-based functional medicine practice providing root-cause primary care with longer visits and personalized wellness plans. Its concierge, non-insurance model for women in midlife closely mirrors True.'s approach, though Parsley is broader in scope.
• Midi Health: Midi Health is a virtual care clinic specializing in perimenopause and menopause care for women, offering hormone therapy, symptom management, and primary care via telehealth. It is the closest direct competitor to True.'s menopause-focused model, competing for the same cash-pay patient demographic with national reach and employer partnerships.

Broad incumbents

• Kindbody: Kindbody is a women's health company spanning fertility, gynecology, and wellness through clinics and virtual care, with employer and consumer offerings. It is a broader incumbent in women's health whose expanded service lines increasingly overlap with True.'s midlife and menopause positioning.
• Maven Clinic: Maven Clinic is a large virtual care platform for women and families across fertility, pregnancy, postpartum, pediatrics, and menopause. It is a broader incumbent with significant venture funding whose expanding menopause offering competes for employer-sponsored women's health budgets that True. could otherwise pursue.
• Hims & Hers Health: Hims & Hers is a large consumer telehealth platform that has expanded into women's health including perimenopause and menopause offerings. As a well-capitalized incumbent, it represents a broad-based competitor for consumer mindshare and employer contracts in the menopause category.

Others

• Together Women's Health: Together Women's Health is a national network of women's health practices (OB/GYN, fertility, menopause) and True.'s strategic distribution partner for virtual menopause care. As the partner through which True. reaches patients nationally, it is ecosystem-critical and operationally adjacent.

Emerging players

• Caraway Health: Caraway Health is a virtual women's health startup providing integrated medical, mental health, and reproductive care to young women. It is an emerging adjacent player in the women's digital health category and a potential competitor or partner as it expands into midlife care.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@truewomenshealth
• Facebookfacebook.com/TrueWomensHealth
• Instagraminstagram.com/true.womenshealth
• Xx.com/truewomenhealth
• LinkedInlinkedin.com/company/true-womens-health

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about True. Women's Health