Elvie: Standout Growth in the FemTech Sector
I am a proud investor in the FemTech sector, a new and expanding industry geared to improving women’s lives.
One of my investments, Elvie, a London-based company founded by Tania Boler, is testament to the industry’s growing potential. Frustrated to find that women’s health has been given inadequate attention in both the research and technological fields, Boler set out to make remedying this her priority and to “get women talking about health issues more”. She has achieved this goal through two of Elvie’s key products: the Elvie Pump and Trainer. The former is for breastfeeding, the latter is for the pelvic floor.
Boler’s mission goes beyond tackling female health problems, seeking to open up the conversation around these topics and de-stigmatize the industry. She hopes this will encourage more researches and investors, like myself, to give to the industry the support which it is in desperate need of. Her products have helped shift the dial away from a reluctancy to share negative experiences, towards a more open, positive discussions amongst female peers. Boler recognised that women are still made to feel ashamed by something as natural as breastfeeding or breast pumping in public, so her incredibly discreet and silent Pump helps mothers feel more comfortable in these environments.
Success stories include a woman who, because of her Elvie breast pump, was able to go out to the Bahamas on a rescue mission during Hurricane Dorian, help with the efforts, and continue pumping. Boler’s creative strategy has been key to her success: during 2018’s London Fashion Week a model was sent down the runway while pumping; in August 2019 her #FreeTheFeed campaign saw five giant inflatable breasts appear across London’s skyline. Elvie’s products have even found their way into Oscar Nominee Gift Bags and, impressively, the Elvie Pump sold out within five minutes of its U.S. market debut last year. At the heart of everything the company does is a desire to encourage women to talk openly about their health and Boler remains determined to change women’s lives for the better. Whilst the FemTech market is flourishing, there is still a long way to go in terms of research and understanding of women’s bodies and health. I hope to continue watching the sector closely and see what novel ideas and developments come to fruition.
