Why 2025 will be the year of FemTech

Here at Diffusion, we work with some of the most exciting brands in the FemTech industry. From industry heavyweights like Norstella and Panalgo supporting in advancing the development of drugs for women (linking mother and baby data in pregnancy studies, for example), to working with consumer tech innovators like wearable breast pump Willow, to supporting with mental health with Wysa, to reducing stigma around underserved areas like ADHD in women with Cognassist – it’s an area we feel very passionately about.

2025 looks set to be another pivotal year for the FemTech industry. With record-breaking investment, an explosion in innovation, and growing public attention into products, services, and software designed to address women’s health needs, FemTech is no longer a niche sector – it’s reshaping healthcare.

But with great growth comes great responsibility, especially when it comes to comms, and authenticity and clear messaging can make or break brands in this space. We’re exploring the five key trends that will shape the conversation around FemTech in 2025, and how the right approach to PR and comms will be critical for navigating each one.

1. A new era of investment will bring both promise and pressure

2025 is set to be a banner year for FemTech funding. Venture capitalists and institutional investors are finally recognising what women have always known: women’s health is a massive, untapped market. From menopause to endometriosis, previously underfunded areas are attracting billions in investment, and with that comes unprecedented innovation.

However, with funding comes high expectations. Investors will demand data-driven outcomes, and consumers will expect products that deliver real, tangible benefits. For FemTech brands, this means every claim – whether in a pitch deck or an ad – needs to be backed by science and real-world results. Credibility is currency, and brands that prioritise transparency will not only win consumer trust but also establish themselves as leaders in this increasingly competitive space.

2. Menopause care will go even more mainstream, but with growing scrutiny

Menopause is finally having its moment. Long ignored by mainstream healthcare and the broader wellness industry, menopause is now a hot topic, with startups and established players alike launching solutions to support women during this transformative life stage.

Normalising menopause and removing the stigma around aging is long overdue. But the growing interest in menopause has created fertile ground for “menowashing,” where brands use menopause as a buzzword to market products or services that lack substance or clinical validation. This not only misleads consumers but also risks undermining trust in the entire category.

Effective PR can help brands rise above the noise, and the key is authenticity. Brands must craft messaging that is honest about what their products can and can’t do, while championing education and using storytelling to connect with women in meaningful, relatable ways.

3. Data privacy will be a bigger concern than ever

As FemTech integrates more deeply into women’s lives, data privacy will only grow as an issue. Much of this tech, from period tracking apps to fertility monitors, collects sensitive health information. While this comes with unprecedented personalisation, it also raise fears about how this data could be misused. In the U.S., where abortion bans are in place in several states, concerns have grown that period tracker data could be mined by state governments to enforce restrictive reproductive laws.

The stakes couldn’t be higher. Women need to feel confident that their data is secure and that their most personal information won’t be exploited. Brands must be proactive in addressing these concerns and clear messaging about data handling, robust privacy policies, and transparency around third-party data sharing are essential.

4. The rise of digital health platforms integrating women’s care

The convergence of digital health and FemTech will reach new heights in 2025, with platforms offering comprehensive, personalised care for women. These solutions are integrating everything from fertility and menstrual tracking to mental health and chronic condition management, creating a one-stop digital ecosystem for women’s health.

The challenge for brands here will be differentiation. With so many platforms offering similar services, strong messaging and a clear brand identity will be essential. A platform that integrates fertility tracking and mental health support, for example, can’t simply highlight its features – it must show how it changes lives. Real-life success stories, coupled with user-friendly messaging, can help brands connect emotionally with their audience while driving adoption.

5. More mainstream adoption of fertility innovation

Reproductive health continues to be a cornerstone of FemTech, and in 2025, the category will surely expand in both scope and accessibility. Fertility preservation, once considered a luxury, is becoming more mainstream thanks to technological advancements and growing workplace support: employers are offering everything from egg freezing to fertility benefits.

But with this growth comes a need for thoughtful communication. Fertility is an emotional and deeply personal journey, and brands must approach it with sensitivity – campaigns that feel overly clinical or transactional can alienate consumers. Brands should focus on human-centred storytelling that focuses on empowerment, choice, and inclusivity. It’s also critical for brands to address the financial and emotional realities of fertility care, offering clear, empathetic messaging about what consumers can expect.

If you’re a FemTech brand and would like to find out more about how we can help you meet your business objectives in 2025 and beyond, please contact Ivana Farthing on [email protected]