What Flo Health does

Flo Health is a London-headquartered digital health company that operates Flo, the world's most-downloaded women's health app with over 420 million cumulative downloads and 77 million monthly active users. Founded in 2015 by brothers Dmitry and Yuri Gurski, Flo delivers period tracking, ovulation prediction, pregnancy tracking, and perimenopause support via a freemium consumer mobile app on iOS and Android, with approximately 5 million paid subscribers and 6.6 million reported in October 2023. The product spans the full reproductive lifecycle through dedicated modes (cycle tracking, getting pregnant, pregnancy, perimenopause) plus sub-products including Flo for Partners, the Endometriosis Symptom Checker, Secret Chats community, Anonymous Mode, and a Health Library of 1,000+ medically-reviewed articles co-created with 120+ doctors and health experts.

The platform is built around proprietary AI/ML models for cycle and ovulation prediction, a generative AI Health Assistant on Amazon Bedrock, the MACROS content-verification system, and personalization running on Databricks. Flo pairs with Apple Watch and Google Wear OS and integrates with Apple Health and Google Health Connect, and has achieved dual ISO 27001 and ISO 27701 certification as the only period tracker to do so. FDA-compliant infrastructure was built in approximately 87 days via Ketryx, signaling movement toward regulated territory.

Flo generates revenue through Flo Premium subscriptions (monthly and annual plans), with FSA/HSA eligibility via SIGIS extending the addressable payment base. Distribution is primarily direct through consumer app stores and flo.health web subscriptions, with emerging enterprise channels via employer wellness benefits and partnerships including Hims & Hers. The company reported 2024 gross bookings above $200 million growing approximately 50% year-over-year, raised over $200 million in Series C funding led by General Atlantic in July 2024 at a $1B+ valuation (unicorn status), and led global women's digital health with 4% market share in 2024.

Name

Flo Health

Legal name

Flo Health Inc., Flo Health UK Limited

Website

https://flo.health

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

501–1,000 employees

Short description

London-based Flo Health operates Flo, the world's most-downloaded women's health app with over 420 million downloads and 77 million monthly active users, offering AI-driven cycle, ovulation, pregnancy, and perimenopause tracking to nearly 5 million paid subscribers via a freemium subscription model.

Ownership category

akta.pro rank

Product category

Women's Health & Fertility Tracking Software

akta.pro primary industry

Women’s Health & Fertility Tracking Devices (Ovulation/Temp Sensors, Pelvic Health Devices) (CRACAQAJ)

akta.pro secondary industry

Cardiometabolic RPM & Chronic Disease Management (diabetes, hypertension, CHF, obesity) (HLALAFAA)

Keywords

• Women's health app
• Period tracker
• Ovulation tracker
• Pregnancy tracking
• Cycle prediction

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Flo Premium Subscription: Freemium model with basic features (period/ovulation predictions, symptom tracking, calendar, cycle history, Secret Chats, Anonymous Mode) available free. Premium subscription unlocks daily health insights, health library, Health Assistant, Flo for Partners, symptom patterns, cycle trends, personalized reports, detailed pregnancy tracking, and guided journeys. Subscription available as monthly or annual plans.
2. FSA/HSA Eligible Subscription: Flo Premium is FSA/HSA eligible in accordance with the SIGIS Eligible Product List, allowing users to pay for subscriptions using pre-tax health benefit funds. This expands accessibility and aligns with employer-sponsored wellness benefits.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Flo Health operates a consumer mobile application (Flo Period & Pregnancy Tracker) that provides AI-powered menstrual cycle tracking, ovulation prediction, week-by-week pregnancy tracking, perimenopause support, symptom logging, and medically-reviewed health content. The app is offered on a freemium model with a paid Flo Premium subscription unlocking advanced features including the Health Assistant chatbot, Symptom Checker, personalized doctor reports, and detailed pregnancy insights.

Product overview

Flo Health operates a consumer women's health mobile platform structured as a core app with multiple integrated modes and sub-products. The flagship Flo Period & Pregnancy Tracker app serves as the central platform offering free period/cycle tracking, ovulation tracking, pregnancy tracking, and perimenopause support. Premium features are accessible via Flo Premium, an add-on subscription unlocking advanced AI-powered capabilities including the Health Assistant ('Ask Flo'), Symptom Checker, cycle trends, personalized doctor reports, and detailed pregnancy tracking. Additional products include Flo for Partners (partner sharing), Anonymous Mode (privacy), Secret Chats (community), the Health Library (medically-reviewed content library), and a suite of Health Tools/Calculators. A dedicated perimenopause mode was launched in 2025. The platform is co-created with 120+ doctors and health experts and is available on iOS and Android, with wearable integrations (Apple Watch, Apple Health, Google Health Connect). Flo Premium is FSA/HSA eligible. Flo achieved unicorn status in July 2024 following a $200M Series C funding round from General Atlantic.

Differentiator

Problem solved

Functional benefit

Brands

• Flo Premium: Premium subscription tier offering advanced features including personalized health insights, symptom patterns, partner sharing, and detailed pregnancy tracking
• Flo for Partners
• Anonymous Mode
• Secret Chats
• Symptom Checker

Products and services

• Flo Period & Pregnancy Tracker (Core App) The primary mobile application serving as a women's health platform for tracking periods, ovulation, pregnancy, and perimenopause. It offers AI-powered cycle predictions, symptom tracking across 70+ symptoms, and personalized health insights. Available in free and Premium tiers on iOS and Android.
• Flo Premium Paid subscription tier unlocking advanced features including daily health insights, a health library with 100+ expert videos, the Health Assistant chatbot, Flo for Partners, Symptom Checker, cycle trends, personalized doctor reports, and detailed pregnancy tracking. Close to 5 million subscribers as of June 2024. Available as monthly or annual plans and FSA/HSA eligible.
• Health Library A comprehensive health content library organized by category including Your Cycle (405+ articles), Health 360°, Getting Pregnant (137+ articles), Pregnancy (217+ articles), Being a Mom (224+ articles), LGBTQ+ (19 articles), and Tools & Calculators (10 tools). All content is medically reviewed by Flo's team of 120+ doctors and health experts.
• Health Tools and Calculators A suite of web-based calculators including ovulation calculator, beta hCG calculator, pregnancy test calculator, menstrual cycle calculator, period calculator, implantation calculator, pregnancy weeks-to-months calculator, due date calculator, IVF due date calculator, and ultrasound due date calculator.
• Flo for Perimenopause A dedicated perimenopause feature providing symptom checking, perimenopause score, menopause timeline, and medically-verified relief options for women aged 35+ navigating perimenopause and menopause transition. Supported by a global study with Mayo Clinic involving over 17,000 women across 158 countries.
• Pass It On Project Flo's social initiative gifting free Flo Premium memberships to women in underserved communities globally, with a goal to reach 1 billion women in countries where access to reliable health information is limited.

Quantifiable outcome

• Flo's Symptom Checker reduced average endometriosis diagnosis time from approximately 7 years to around 3 years (50%+ reduction), with approximately $10,089 net monetary benefit per patient over 40 years
• +5 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability8 records

Feature6 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Hims & HersminorGTM or Marketing Partner · 28 May 2026Hims & Hers added Flo Health as a wellness partner in its subscriber benefits program, offering subscribers 40% off Flo Health subscriptions. This partnership expands Flo's reach within the telehealth and wellness ecosystem while providing Hims & Hers subscribers access to women's health tools.
• The London School of Hygiene & Tropical MedicinecoreStrategic or Co-development Partner · 4 March 2026Flo Health partnered with researchers from The London School of Hygiene & Tropical Medicine and York Health Economic Consortium to publish the first peer-reviewed economic evaluation of a digital symptom checker for endometriosis in npj Digital Medicine. The study showed Flo's Symptom Checker could reduce endometriosis diagnosis time by over 50%.
• Mayo CliniccoreStrategic or Co-development Partner · 17 February 2026Flo Health partnered with Mayo Clinic to publish a landmark global digital study on perimenopause awareness involving over 17,000 women across 158 countries, published in the Menopause journal. Flo also launched a dedicated perimenopause feature in July 2025.
• KetryxcoreImplementation/ SI/ Consulting Partner · 11 December 2025Flo Health built FDA-compliant infrastructure in partnership with Ketryx, implementing a modular architecture that isolates regulated health features from non-regulated features. This enabled the company to build regulatory-ready Quality Management System infrastructure in approximately 87 days while maintaining release velocity.
• DatabrickscoreTechnology or Integration · 2 June 2025Flo Health adopted the Databricks Data Intelligence Platform to replace fragmented data systems and power AI and analytics initiatives. The partnership enabled the company to increase internal monthly active users by 45% and weekly active users by 57%, while running 150-200 experiments in parallel for personalized health insights.
• Amazon Web Services (Amazon Bedrock)coreTechnology or Integration · 8 January 2025Flo Health developed its MACROS (Medical Automated Content Review and Revision Optimization Solution) using Amazon Bedrock to verify and maintain accuracy of its medical content library. The AI solution achieved over 90% recall in identifying content requiring updates while processing reviews 10x faster than manual review.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Apple Health: Apple Health ships built-in cycle and ovulation tracking on hundreds of millions of iPhones and Apple Watches. It is a free platform incumbent that commoditizes Flo's basic tracking features and competes for the same user time and data, though it lacks Flo's premium content library and Symptom Checker depth.
• Google Fit / Fitbit: Google Fit and Fitbit provide health platforms with cycle tracking on Android devices and wearables, including the Google Health Connect data layer that Flo integrates with. They are broad platform incumbents that commoditize basic tracking features and compete for the same wearable-derived health data inputs.
• Hims & Hers Health: Hims & Hers is a large consumer telehealth platform that has expanded into women's wellness and is an active Flo distribution partner (40% off Flo Premium for subscribers). Comparable as a consumer subscription health brand targeting similar demographics, but at much broader scope and public-company scale.

Emerging players

• Carrot Fertility: Carrot is a fertility benefits and care navigation platform sold to employers and health plans. Overlaps with Flo's enterprise wellness motion and the ovulation/TTC use case, though Carrot is B2B benefits infrastructure rather than a direct-to-consumer app.
• Oura: Oura is a smart ring that has expanded into cycle and fertility insights using temperature and biometric sensor data. It overlaps with Flo on cycle/fertility prediction and via wearable integration, though Oura is hardware-led and broader in scope (sleep, recovery, readiness).
• Elvie: Elvie is a femtech company focused on women's health hardware (e.g., pelvic floor trainer, silent breast pump) with an accompanying app. Comparable as a femtech consumer brand targeting the same female demographic with a subscription-leaning model, though Elvie is product-led hardware rather than software-first.

Direct peers

• Maven Clinic: Maven Clinic is a virtual women's and family health platform covering fertility, pregnancy, postpartum, and menopause with employer/benefit-sponsored access. Directly comparable to Flo's enterprise wellness expansion and lifecycle (period→pregnancy→perimenopause) coverage, though Maven delivers clinician-led care rather than self-tracking.
• Ava: Ava is a fertility tracking wearable and subscription service aimed at couples trying to conceive. Comparable to Flo's ovulation tracker mode and pregnancy mode, with overlapping target customers, though Ava pairs hardware sensor data with its app while Flo is primarily software-led.
• Clue: Clue is the closest direct competitor to Flo: a Berlin-based period and cycle tracking app with a similar freemium model, AI-driven predictions, and global consumer audience. Both target the same primary use case (cycle/ovulation tracking) for women of reproductive age.
• Natural Cycles: Natural Cycles is an FDA-cleared digital contraception and fertility tracking app, making it the most clinically-adjacent direct peer. Both monetize via subscription, both target women trying to conceive or avoid pregnancy, and both compete on prediction accuracy — though Natural Cycles leans into regulated medical positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/flotracker
• YouTubeyoutube.com/@flohealthapp
• Facebookfacebook.com/flohealthapp
• LinkedInlinkedin.com/company/flohealth
• Instagraminstagram.com/flotracker
• TikToktiktok.com/@flohealthapp

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds6 records

Investors9 records

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 Flo Health