Hormonia

What Hormonia does

Hormonia is a Helsinki-based Finnish private limited company (Hormonia Oy, business ID 3557052-1) operating as a solo women's hormonal health practice led by founder Niina Suni, a licensed pharmacist (proviisori) and Doctor of Pharmacy from the University of Helsinki. The practice delivers individualized, science-rooted care across the full female hormonal lifecycle — menstrual health concerns (PMS, PMDD, PCOS, endometriosis), fertility optimization, perimenopause/menopause — through three revenue lines: one-on-one consultations (90-minute initial at 345 EUR, 40-minute follow-ups at 125 EUR, delivered remotely or in-person in Helsinki), at-home diagnostic tests resold from Nordic Laboratories (Dutch, HuMap, DNA, GrowBaby, GI MAP, SIBO — priced 179-585 EUR plus shipping) bundled with interpretation packages, and a portfolio of self-paced Finnish-language online courses and workshops (27-539 EUR) plus a 6-month hybrid professional training program for healthcare practitioners ('Naishormonit haltuun', 2,300 EUR + VAT for the 2026-2027 cohort).

The underlying technology stack is entirely third-party SaaS rather than proprietary: Kajabi for course hosting and e-commerce, PracticeQ (IntakeQ) for appointment booking and health-form intake (GDPR-compliant), Zoom for remote delivery, Holvi for invoicing, and DHL/UPS for test kit logistics. Hormone tests are sourced exclusively via Nordic Laboratories and complemented by optional consumer hardware (Mira FDA-registered/CE-marked hormone meter, Oura Ring, TempDrop) and the Read Your Body charting app offered free with courses. No proprietary software, no AI/ML components, and no mobile app of Hormonia's own are evident.

The business model blends professional services (consultations, coaching, mentoring) with transactional product sales (tests, courses, workshops, gift cards) and a growing B2B professional education vertical. Customer segments are twofold: a primary B2C segment of individual women in Finland (with global reach for tests via mail), and a secondary B2B segment of healthcare and wellness professionals. Marketing is content-led via an educational blog, email newsletter with a 17-minute lead-magnet video, social proof through testimonials, and Kajabi storefront SEO. The company is privately held with no external funding, no parent, no subsidiaries, and founder-operated as the sole practitioner with occasional guest lecturers.

Name

Hormonia

Legal name

Hormonia Oy

Website

https://hormonia.fi

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Hormonia is a Helsinki-based solo women's hormonal health practice led by pharmacist Niina Suni, offering consultations, at-home hormone tests, online courses, and a 6-month professional training program for Finnish-speaking consumers and healthcare practitioners across the full female hormonal lifecycle.

Ownership category

akta.pro rank

Product category

Women's Hormonal Health Services

NAICS

Family Planning Centers (621410), Exam Preparation and Tutoring (611691)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Women’s Wellness & Hormone Lifestyle Coaching (Non-Clinical) (HSADAGAI)

akta.pro secondary industry

Menopause & Midlife Women’s Health (HLAKAJAH)

Keywords

• Women's hormonal health
• Menstrual health consultations
• Fertility coaching services
• Hormone testing services
• Professional health training

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Consultations: One-on-one consultations for menstrual health, fertility, and hormone balance. Initial 90-minute consultation (345 EUR) includes pre-analysis of health questionnaire. Follow-up sessions (40 min, 125 EUR). Available online or in-person in Helsinki.
2. Professional training programs: 6-month comprehensive hybrid training program 'Naishormonit haltuun' for healthcare professionals at 2300 EUR + VAT. Includes 2 in-person days and 4 remote sessions. Payment plans available (400 EUR reservation + installments).
3. Hormone and genetic testing: Dutch hormone tests (369-569 EUR + shipping) and HuMap tests (259 EUR), DNA Hormone tests (179 EUR), GrowBaby tests (179 EUR), GI MAP gut tests (389-585 EUR), and SIBO tests (220 EUR). All include interpretation consultation packages.
4. Online courses: Self-study online courses including 'Kuukautiskierto voimavarana' (125 EUR), 'Johdanto kiertotietoisuuteen' (127 EUR), and 'Kiertotietoisuus haltuun' with multiple tiers (Perustaso 419 EUR, Supertaso 539 EUR).
5. Workshops and coaching programs: Online workshop 'Voi paremmin vaihdevuosissa' at 54 EUR, 'Luonnollinen ehkäisy' workshop at 27 EUR, 'Raudanpuute ja runsaat kuukautiset' at 27 EUR. 5-month fertility coaching program available.
6. Gift cards: Gift cards available for all Hormonia services including sound bowl treatments, online courses, cycle awareness instruction, consultations, and hormone test interpretation packages.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Hormonia is a Finnish women's hormonal health practice offering personalized 1-on-1 consultations (online and in-person in Helsinki), at-home comprehensive hormone and gut diagnostic tests with interpretation packages, and self-paced online courses on menstrual cycle awareness, fertility, and menopause. The practice also delivers a 6-month hybrid professional training program called 'Naishormonit haltuun' for healthcare and wellness practitioners, combining conventional pharmacology with functional medicine and the Justisse symptothermal cycle awareness method.

Product overview

Hormonia is a Finland-based women's hormonal health practice operating a platform-plus-services model, combining individual consultations, at-home diagnostic tests, and structured online education. The core offering includes menstrual health and fertility consultations (online and in Helsinki), comprehensive at-home hormone tests (Dutch and HuMap urine-based panels), gut tests (GI MAP, SIBO), and genetic tests (DNA Hormones, GrowBaby). Educational products span online courses (Kuukautiskierto voimavarana, Kiertotietoisuus haltuun with Perustaso/Supertaso tracks, Johdanto kiertotietoisuuteen), coaching programs (Voi paremmin vaihdevuosissa, Hedelmällisyys haltuun 5-month program), and workshops. A flagship offering is the 6-month hybrid professional training program 'Naishormonit haltuun' for health practitioners. Hormone tests are complemented by result interpretation consultation packages, and customers may also purchase the Mira hormone meter device. All services are delivered in Finnish and some in English, with logistics handled via DHL/UPS for test kit delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Kuukautisterveyden ja hedelmällisyyden konsultaatio (Menstrual Health and Fertility Consultation) Individual 90-minute consultation (online or in-person in Helsinki) for menstrual health and fertility concerns, including pre-analysis of health intake forms and holistic, science-based lifestyle, nutrition, and supplement recommendations. Follow-up sessions of 40 minutes are also available.
• Dutch-hormonitesti (Dutch Hormone Test) Comprehensive dried urine test measuring sex hormones, stress hormones, their metabolites, and other biomarkers; available in multiple tiers. Includes a consultation package for results interpretation.
• HuMap-hormonitesti (HuMap Hormone Test) Comprehensive urine-based hormone test measuring female, male, and stress hormones and their metabolites (including oxidative stress markers), excluding cortisol awakening response. Includes consultation for interpretation.
• GI MAP -suolistotesti (GI MAP Gut Test) Comprehensive gut microbiome and digestive function test using PCR methodology from stool sample, detecting pathogens, bacteria, viruses, yeasts, parasites, and digestive markers including zonulin for intestinal permeability. Includes consultation package for interpretation.
• SIBO-testi (SIBO Breath Test) Breath test measuring gases produced by small intestinal bacterial overgrowth (SIBO), available with lactulose or glucose substrate, used to create individualized treatment plans alongside interpretation consultation.
• DNA Hormones -geenitesti (DNA Hormones Genetic Test) Genetic test analyzing polymorphisms affecting sex hormone production, transport, and metabolism (Phase I and II biotransformation), including genetic risk for blood clotting. Includes a 225 EUR consultation package for interpretation.
• GrowBaby-geenitesti (GrowBaby Genetic Test) Genetic test examining variants related to healthy pregnancy outcomes, covering nutritional metabolism, pregnancy complications, fetal development, and postpartum health. Includes consultation package at 225 EUR.
• Mira-hormonimittari (Mira Hormone Meter Device) FDA-registered, CE-marked medical device for quantitative home measurement of reproductive hormones (LH, E3G, PdG, FSH) from urine via Bluetooth-connected analyzer synced with a smartphone app. Sold through Hormonia with a discount code.
• Kuukautiskierto voimavarana -verkkokurssi (Menstrual Cycle as a Resource Online Course) Self-paced 5-week online course teaching menstrual cycle phases, female hormone effects, cycle-based living for energy and performance, natural treatment of cycle symptoms, and fertility support. Priced at 125 EUR.
• Kiertotietoisuus haltuun -verkkokurssi (Cycle Awareness Mastery Online Course) Comprehensive online course teaching the Justisse symptothermal method for natural contraception, pregnancy planning, or cycle health monitoring. Available in Perustaso (basic, 419 EUR), Supertaso (super with 2 individual sessions, 539 EUR), and individual tutoring tracks.
• Johdanto kiertotietoisuuteen -verkkokurssi (Introduction to Cycle Awareness Online Course) Introductory self-paced online course introducing the symptothermal method for cycle awareness. Priced at 159 EUR; serves as a gateway to the deeper Kiertotietoisuus haltuun course.
• Voi paremmin vaihdevuosissa -valmennus (Live Better in Menopause Coaching) Recorded 2-hour online coaching program for women aged 35-55 covering perimenopause and menopause physiology, symptoms, natural management, hormone therapy options, and personalized wellness planning. Priced at 54 EUR.
• Työpajat (Workshops: Luonnollinen ehkäisy, Raudanpuute) Recorded online workshops covering natural contraception methods (27 EUR) and iron deficiency with heavy periods (27 EUR), accessible for 3 months after purchase.
• Hedelmällisyys haltuun -valmennus (Fertility Mastery Coaching Program) 5-month individual coaching program optimizing male and/or female fertility alongside overall health, covering stress, thyroid, hormones, iron, inflammation, and gut health. Suitable for use alongside fertility treatments.
• Naishormonit haltuun — syvennä tiesi asiantuntijaksi -koulutus (Master Women's Hormones — Professional Training Program) Comprehensive 6-month hybrid professional training program for health and wellness professionals covering female hormone physiology, menstrual cycle, fertility, hormone testing interpretation (Dutch, HuMap), and holistic treatment approaches. Includes 2 in-person days in Helsinki and 4 remote Zoom sessions. Price: 2300 EUR + VAT.
• Lahjakortti (Gift Card) Gift cards redeemable for all Hormonia services including sound bowl treatments, online courses, cycle awareness instruction, menstrual health consultations, fertility consultations, and hormone test interpretation packages.

Quantifiable outcome

• Improved menstrual health outcomes reported in testimonials
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor, core and supporting.

• Pharma NordminorGTM or Marketing Partner · 1 January 2026Sponsor/partner for professional training program. Pharma Nord provides product sponsorship and support for the 'Naishormonit haltuun' professional training program for healthcare professionals.
• BiomedminorGTM or Marketing Partner · 1 January 2026Sponsor/partner for professional training program. Biomed provides nutritional supplement sponsorship and support for the 'Naishormonit haltuun' professional training program.
• HankintatukkuminorGTM or Marketing Partner · 1 January 2026Sponsor/partner providing nutritional supplement support for professional training programs and customer offerings.
• Nordic LaboratoriescoreTechnology or IntegrationExclusive provider of DUTCH hormone tests, HuMap tests, DNA tests, and GrowBaby genetic tests. Hormonia orders tests through Nordic Laboratories and provides interpretation services to customers.
• PracticeQ (IntakeQ)coreTechnology or IntegrationAppointment scheduling and health form system compliant with EU GDPR regulations. Used for booking consultations and collecting patient health history forms.
• KajabicoreTechnology or IntegrationCourse platform for hosting and delivering online courses, professional training materials, and member access. Stores customer contact information for service delivery.
• Holvi (Finendo Platform)supportingOthersInvoicing service for processing customer payments. Customer contact details (name and email) stored for billing purposes.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Premom: Ovulation Prediction Kit companion app and fertility tracking community. Targets the same TTC and cycle-aware consumer Hormonia addresses through courses and consultations.

Direct peers

• Mira: At-home quantitative hormone meter (FDA-registered, CE-marked) that Hormonia actively resells to customers. Both monetize consumer-facing hormone measurement plus interpretation support.
• Tempdrop: Wearable overnight temperature sensor for ovulation detection, explicitly referenced by Hormonia as a complementary cycle tracking tool. Operates in the same fertility-awareness ecosystem.
• Natural Cycles: FDA-cleared digital contraceptive and cycle tracking app that uses basal body temperature. Directly comparable to Hormonia's Justisse-method, symptothermal cycle awareness instruction and natural contraception course.
• Proov: At-home PdG (progesterone metabolite) urine test for confirming ovulation, similar to Hormonia's Dutch/HuMap test interpretation business. Both sell urine-based hormone testing with consultative interpretation.
• Justisse College International: Founded the symptothermal fertility awareness method that Hormonia's founder is certified in and teaches. Sits at the same midpoint of cycle awareness education and instructor certification.
• Read Your Body: Cycle charting app Hormonia bundles free to course participants for symptothermal method tracking. A direct product partner in the same natural contraception teaching workflow.
• Daysy / Valley Electronics: BBT-based fertility tracker for natural contraception and cycle planning. Competes in the same symptothermal/cycle awareness category Hormonia teaches.

Regional players

• Veracyte (Deciphera / Veraval): European tele-health women's health platform offering hormone testing and consults in DE/FR. Comparable online women's hormonal health offering in a neighboring geography.
• Forth: UK women's hormone and wellness testing brand with at-home blood panels and expert-led results. Comparable D2C hormone testing + expert interpretation model outside Finland.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hormonia
• LinkedInlinkedin.com/company/hormonia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Hormonia