baba yaga - cycle advisor

What baba yaga - cycle advisor does

Baba Yaga - Cycle Advisor (legally Plena UG) is a privately held, bootstrapped femtech company founded in 2019 in Bavaria, Germany, by Natalie Stoemmer (CEO) and Hans-Peter Dietz (CTO). It operates the Baba Yaga Cycle Coach, an iOS-only mobile app that provides feminist, privacy-first menstrual cycle coaching to individual menstruators globally. The app combines science-backed cycle tracking with ancestral wisdom and moon-phase syncing, offering period and ovulation prediction, sympto-thermal fertility awareness tools (BBT, cervical mucus, LH tracking), Healing Journeys for conditions such as cramps, PMDD, and burnout, and personalized daily "hormone power" insights. The product is GDPR-compliant, stored on Western European servers, and explicitly avoids third-party data sharing, ads, and social media integrations.

The business model is freemium at the core: the daily hormone powers and basic period tracking are free forever, while a premium "Cycle Coach" subscription unlocks full-cycle pattern analysis, FAM tools, healing journeys, and advanced moon insights, with a 6-day free trial and sliding-scale pricing for accessibility. Supplementary revenue comes from the "Living With Your Cycle" 1.5-hour masterclass sold direct via the website and from the Baba Yaga Lifestyle merchandise line (t-shirts, accessories) sold through Bonfire, with profits earmarked to fund app development. Go-to-market is product-led and community-led, relying on organic content marketing through the Baba Yaga Stories blog, the Baba Yaga Bulletin Substack newsletter, Instagram and TikTok social channels, and a beta tester co-creation program, with no paid advertising and no institutional venture capital funding.

The company is intentionally small and founder-controlled, with a 2-person team that has explicitly rejected major VC investment to preserve independence and values around privacy and inclusivity. An Android version is in development with a waitlist signup, representing the main platform-expansion lever. No revenue, paying-subscriber count, or funding figures are publicly disclosed.

Name

baba yaga - cycle advisor

Legal name

Plena UG

Website

https://babayaga.app

Company type

Private

Founded year

2019

Operating status

Operating

Short description

Baba Yaga Cycle Advisor is a bootstrapped German femtech company operating the Baba Yaga Cycle Coach, a privacy-first iOS menstrual health app that delivers daily hormone insights, cycle tracking, fertility awareness tools, and moon-phase syncing to individual menstruators globally through a freemium subscription model.

Ownership category

akta.pro rank

Product category

Menstrual Health and Femtech Mobile Software

akta.pro primary industry

Women’s Health & Fertility Therapeutics (Digital) (HLACANAK)

akta.pro secondary industry

Therapeutic Companion Apps (Drug-Device-Digital Combination) (HLACANAH)

Keywords

• Menstrual cycle tracking
• Femtech mobile app
• Fertility awareness tools
• Hormone health coaching
• Period tracking software

Headquarters

HQ city

Bad Windsheim

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. App Subscription (Cycle Coach): Monthly subscription for premium features including full-cycle pattern analysis, fertility awareness tools, BBT/mucus/LH tracking, healing journeys, and advanced moon insights. 6-day free trial available. Sliding scale pricing offered for accessibility.
2. Merchandise Sales: Baba Yaga Lifestyle branded merchandise (t-shirts, accessories) sold through Bonfire platform to support the mission and fund app development
3. Masterclass: 1.5-hour educational class 'Living With Your Cycle' for busy menstruators teaching cycle tracking and mindfulness practices
4. Freemium Core App: Free forever: period tracking, daily hormone powers, 100% data privacy, trans-inclusive design. Hormone powers drive adoption and conversion to premium.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Baba Yaga develops and operates the Baba Yaga Cycle Coach, an iOS mobile application that provides daily hormone-coaching insights, menstrual and ovulation tracking, fertility awareness tools (BBT, cervical mucus, LH tests), personalized healing journeys for conditions like PMDD and cramps, and a cycle-plus-moon syncing feature. The app is free with a premium monthly subscription tier that unlocks full-cycle pattern analysis, advanced FAM tools, healing journeys, and moon insights, sold directly to individual menstruators through the Apple App Store.

Product overview

Baba Yaga offers a suite of menstrual health products: the core Baba Yaga Cycle Coach iOS app (free with premium subscription), the Living With Your Cycle masterclass for education, the Baba Yaga Lifestyle merchandise line for advocacy, and the Baba Yaga Bulletin newsletter. The app combines daily hormone power insights, period/ovulation tracking, fertility awareness tools, and moon syncing with a privacy-first, feminist approach. Premium features unlock full-cycle analysis, healing journeys, and advanced FAM tools.

Differentiator

Problem solved

Functional benefit

Products and services

• Baba Yaga Cycle Coach App An iOS-first menstrual cycle coaching app offering daily hormone powers, period and ovulation tracking, fertility awareness tools (BBT, cervical mucus, LH tests), personalized Healing Journeys for PMS/PMDD/cramps/burnout, cycle-plus-moon syncing, and full-cycle pattern analysis. Free with an optional premium monthly subscription including a 6-day free trial and sliding-scale pricing; designed to be feminist, trans-inclusive, and privacy-first.
• Living With Your Cycle Masterclass
• Baba Yaga Lifestyle Merchandise A period-positive merchandise line featuring t-shirts and accessories that raises awareness for menstrual health education, fights period shame, and supports the mission and ongoing development of the Baba Yaga app.

Quantifiable outcome

• 87% of period-tracking apps share user data with third parties, while Baba Yaga never sells data

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Clue: Clue is a leading period and cycle tracking app offering scientifically grounded fertility and menstrual health tracking. It is the most direct competitor to Baba Yaga in the consumer cycle-tracking category, with overlapping features (BBT, symptoms, ovulation insights) but a much larger user base and broader platform support.
• Flo Health: Flo Health operates one of the most widely used period and ovulation tracking apps globally, combining AI-driven predictions with health content. It is a direct competitor to Baba Yaga in the same D2C femtech category, with significantly larger scale, cross-platform support, and a freemium subscription model.
• Natural Cycles: Natural Cycles is an FDA-cleared digital contraceptive app using basal body temperature and fertility awareness algorithms. It overlaps directly with Baba Yaga's sympto-thermal fertility awareness offering and competes for the same fertility-conscious user segment, though with clinical regulatory positioning Baba Yaga lacks.
• Glow: Glow is a fertility and menstrual tracking app originally focused on conception and now expanded into broader reproductive health. It competes with Baba Yaga for users tracking ovulation and cycle data, with a longer-tenured brand and larger engineering footprint.

Emerging players

• Stardust: Stardust is a hormone and cycle tracking app with a strong brand identity positioned around holistic and lifestyle-oriented cycle coaching. It competes with Baba Yaga for the same design-conscious, content-engaged menstruator persona, particularly via social and community-led growth.
• Bellabeat: Bellabeat offers women's wellness products, including smart jewelry and a cycle/fertility tracking app. It is comparable to Baba Yaga in targeting a holistic, design-forward women's wellness consumer, though it layers hardware into the offering.

Broad incumbents

• Oura: Oura is a smart ring platform that has added cycle and women's health insights, integrating biometric data with cycle tracking. It is a broad incumbent in women's health analytics, with deeper hardware integration and a premium subscription model similar in spirit to Baba Yaga's premium tier.
• Apple Health (Cycle Tracking): Apple Health includes built-in cycle tracking and period prediction on iOS, natively integrated with the operating system that distributes Baba Yaga. It is a broad incumbent whose free default cycle tracking pressures paid femtech apps — including Baba Yaga — by capturing low-intent users at zero friction.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/babayagaapp
• TikToktiktok.com/@babayagaapp
• LinkedInlinkedin.com/company/babayagaapp

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 baba yaga - cycle advisor