Improving the wellbeing of women is a passionate drive for the creators of the Femillo search service. The digital platform allows dedicated health practitioners and clients to connect, no matter where they are in life, the country or the world.
Entrepreneurs Anna Nordlander and Hanna Nordenö are problem solvers who can't just stand by and watch when they discover a gap in the market. They themselves have experienced the systemic deficiencies in healthcare areas related to women's health, and the more women they came into contact with, the clearer a reality emerged where women's health has long been a low priority and some conditions are also highly stigmatized. It also turned out that the help that is available is not always easy to find.
- There are many actors who work hard day in and day out to help women in the best possible way. We want to give them better conditions to showcase themselves and reach out. Therefore, we have developed Femillo into a gathering place for actors in everything related to women's health - including wellness, digital services and products," says Anna Nordlander.
At the time of writing, Femillo has 5,000 searchable actors working in everything from gynecology to physiotherapy and psychology.
An extra critical care situation often arises after childbirth, when well-established care routines that prevailed during pregnancy basically cease completely. The initial idea was therefore to develop an app with all possible help for newly delivered women, who may be going through the most tumultuous time of their lives both physically and mentally.
- But we realized that this was not enough to solve our users' problems. We saw that women needed to be guided to the right help for lifelong wellbeing. So we reprioritized and started building Femillo. The digital platform is not innovative in itself, but what we fill it with makes it unique," says Anna Nordlander.
She has worked with international e-commerce for over a decade, and has expert knowledge that has filled a book and many lectures on the marketplace Amazon. With previous experience from running start-ups, she has built Femillo with her colleague Hanna Nordenö. Hanna, in turn, has a background in design and user experience, plus experience of working in both a start-up environment and in research. In February 2023, sales and marketing manager Abelone Tischbein-Madsen also joined the company.
For some time now, femillo.com has been out as a beta version and although marketing has not started, the curves for visitor statistics are pointing upwards.
- It clearly shows that there is a huge need for proper care and support for women. I am quite experienced in e-commerce and know how much it takes to drive traffic. But I have never seen this kind of curve so quickly for something that is not yet seen and heard anywhere," says Anna Nordlander.
The website will also present, for example, apps, products and other relevant tools that do not necessarily require personal contacts.
- "So far, we have received a great response from the end users, but also from the actors we want to be on the platform. In principle, everyone we talk to wants to be involved and it's really great fun," says Anna Nordlander.
While Femillo continues to develop the service, with the final aim of a global market, the first edition of the Femillo Awards is also launched to nominate and celebrate actors and initiatives in women's health that should be celebrated. The inspiration comes partly from the fact that the founders themselves experienced the value of such recognition when Femillo was named Start-up of the Year 2023 at the Enterprise Gala in their home town of Härnösand. BizMaker, which was involved in selecting the winner, has also been involved in Femillo's journey from the idea stage to now.
- We have received incredible support in many ways from BizMaker. They have helped us with business development, coaching and how to think about financing. It really feels like we have a whole team behind us and it has been very valuable to get the collective expertise that BizMaker has," says Anna Nordlander.
CONTACT:
Anna Nordlander, Femillo
hello@femillo.com
