Panel discussion with Danika Kelly, Sara Jonsdottir, and Jackie Hanson at the Femtech Canada Forum in Montreal
The landscape of women’s health is undergoing a much-needed transformation, driven by an unstoppable wave of innovation. At the forefront of this change are Canadian entrepreneurs, who are not only breaking down barriers but also reimagining how we address some of the most critical needs in women’s health, both here at home and globally.
In a recent panel discussion hosted by Femtech Canada, three successful founders shared their journeys, unique approaches, and visions for the future. Danika Kelly, Founder and CEO of My Normative, Sara Jonsdottir, Founder and CEO of Revol Cares, and Jackie Hanson, Co-founder of Sprout Family, shared their stories, highlighting their passion for solving deeply personal yet impactful challenges, emphasizing that the future truly starts with founders.
Check out the full conversation in the video or read the key takeaways below.
Addressing women’s healthcare needs through innovation
The gaps in women’s health are undeniable. From data deficits to overlooked conditions and access barriers, these founders are tackling systemic issues head-on.
Kelly shared that her company was born from “naive, unfettered feminist rage.” Working in academic health research, Kelly and her co-founder encountered a significant barrier: a deficit in data. Even with the highest security clearances, they couldn’t perform their jobs properly due to a lack of comprehensive data, particularly concerning sex and gender differences. My Normative is now a health research infrastructure platform making it easier to account for these crucial differences, ensuring research is robust and representative.
Jonsdottir created Revol Cares, one of the first medically recognized heavy-flow focused, leak-proof underwear, now available in over 2,600 pharmacies and grocery stores across Canada. Revol Cares addressing heavy flows highlights a massive unmet need that many mistakenly believe is “solved” by existing products. Jondottir’s focus is on combining sustainability with unwavering functionality, proving that eco-friendly solutions can also be highly effective. Revol Cares proudly diverts “260 tampons and pads from the landfill with every pair,” and has diverted “25 million pads and tampons to date,” demonstrating that business can be profitable while remaining deeply committed to environmental and personal health safety.
Hanson shared her family’s personal journey with adoption and IVF, which ignited her passion for solving problems in fertility and family building. Hanson pointed out the widespread lack of comprehensive education around reproductive health and the significant financial barriers to fertility care in Canada’s largely privately funded system. Sprout Family makes it easier for employers to cover fertility benefits and provide comprehensive services for their employees.
Challenges and opportunities of scaling a femtech start-up
Scaling an innovative solution can be challenging for founders, and for those in femtech, it comes with unique hurdles, particularly in Canada. So, when it came to scaling strategies, the three entrepreneurs shared their experiences and advice.
For Revol Cares the focus was on both revenue and impact, with Jonsdottir stressing the underestimated market for innovative period solutions and the importance of addressing unmet customer needs to drive growth.
My Normative’s Kelly shared using a combination of client-driven product development approach and non-dilutive funding, actively engaging key accounts and fostering community relationships to improve sex and gender data collection in health research.
Hanson from Sprout Family highlighted the critical role of a clear distribution strategy, particularly through insurance carriers. By integrating fertility care into employee benefits, Sprout solves “painkiller problems” for employers, enhancing productivity and retention, a model successfully launched with Green Shield and other partners.
Navigating the femtech funding landscape
A recurring theme was the stark reality of funding for women-led femtech companies. Women represent about 17.5% of private sector companies in Canada but receive only “2.3% of venture capital funding.”
Hanson stressed the importance of storytelling to overcome the inherent bias of male investors who may not understand the problem space. She advises using the fundraising process as a “discovery process rather than a series of rejections,” and focusing on building relationships with equally aligned and passionate partners.
Kelly added that for those working upstream in life sciences, initial check writers may not be VCs but family offices—patient investors who understand the longer timelines required for research and validation. As she wisely put it, “if you are in the life sciences sector specifically, venture capital can be helpful and growing your network to find those family offices is going to be a very meaningful investment for you.”
The moderator shared a powerful anecdote about having male investors’ wives or partners use a product, which directly led to investments. This underscored the point: “make the customer feel the pain.”
A collective call to action
When asked what everyone in the room could do, the answers were profound:
- “Talk about your problems!” Hanson urged open conversations about women’s health, periods, infertility, and IVF. “If we don’t talk about it, no one’s talking about it,” she said.
- Seek and offer collaboration: Kelly emphasized the importance of being open to collaborating with those working adjacently, sharing expertise, and being vulnerable about areas of need.
- Support femtech founders: Jonsdottir’s direct call for investment highlighted the ongoing need for capital. Other insights included the value of strategic introductions that can open unforeseen doors.
- Advocate for policy change: The panel also touched on the critical need for policy-level advocacy to change the systemic frameworks in which femtech operates, moving beyond moral imperatives.
This panel was a powerful reminder that progress is happening in women’s health, but it needs to accelerate. By supporting these founders, engaging in open conversations, fostering collaboration, and advocating for systemic change, we can collectively build a future where women’s health is not just prioritized, but truly transformed.
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