In this conversation, I sit down with Allie Egan, founder and CEO of Veracity, to explore the deeply personal journey that transformed her from leading luxury brands like La Mer, Estée Lauder, and Cynthia Rowley into building one of the most exciting companies in metabolic health.

After years of infertility, multiple pregnancy losses, and an unexpected Hashimoto's diagnosis, Allie realized that conventional medicine was managing symptoms instead of addressing root causes. That realization sparked a company built around empowering people to better understand their hormones, metabolism, and long-term health—not just chase quick fixes.

We also dive into the evolution of Veracity, why the company pivoted from hormone testing to metabolic health, where GLP-1s fit into the future of wellness, and what founders can learn about building conviction-led businesses in rapidly evolving markets.

Reclaim reaches founders, operators, and investors building the future of health and wellness. If your brand wants to be in front of this audience, sponsorship opportunities are available. Reach out to support@scalewithfuture.com.

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

Julie shares why ZOE rebuilt its app from the ground up, removed gut testing as the primary entry point, and shifted its entire product philosophy toward helping people actually stick with healthier habits. We also dive into what it takes to build a science-first consumer health company, why behavior design matters just as much as breakthrough research, and how ZOE is thinking about growth, accessibility, and long-term trust as it expands beyond the UK.

Whether you're building a health brand, leading product, or simply interested in the future of personalized nutrition, this conversation offers an honest look at how great products evolve when companies are willing to challenge their own assumptions.

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

In this conversation, I sit down with Andrea Ippolito, founder and CEO of SimpliFed, to unpack what it actually takes to build a venture-backed healthcare company in one of the most overlooked areas of medicine: postpartum care.

Andrea shares how her own experience becoming a mother led her to identify a massive market hiding behind what many dismissed as a "niche" problem. We discuss why she intentionally built inside the healthcare system rather than around it, how regulatory complexity became a competitive advantage, and why founders often underestimate the power of focused execution.

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

After navigating her own experience with PCOS, pregnancy loss, and fertility challenges, Samantha left her career to build a company that could close the enormous gap in reproductive health education. Just a few years later, Bird&Be has grown into an eight-figure business, serves customers across every stage of the fertility journey, and recently expanded into more than 1,000 Ulta Beauty locations.

We discuss what it takes to build trust in a highly personal healthcare category, how fertility awareness is evolving, why male fertility deserves more attention, and the realities of scaling a venture-backed company while raising a family.

In this episode, we cover:

Connect with Samantha and Bird&Be

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

After leading strategy at Everlywell and spending time at Rock Health, Irfan identified a critical problem facing health and wellness brands: consumers want better health outcomes, but they don't know what to trust. That insight led to Frontrow MD, a platform helping wellness brands earn clinician validation, increase conversion rates, and build credibility at scale.

We discuss the realities of creating a category from scratch, the challenges of recruiting thousands of clinicians, why customer acquisition costs remain one of the biggest barriers to wellness adoption, and how AI is reshaping trust in healthcare.

In this episode, we cover:

Connect with Irfan & Frontrow MD:

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

In this episode, I sit down with Irene Liu, co-founder and CEO of Chiyo, to unpack how she built one of the most thoughtful and clinically-informed brands in maternal nutrition, starting from hand-delivering meals herself during COVID to building a company that now serves as a blueprint for where women’s health is headed next.

What stood out most in this conversation wasn’t just Chiyo’s growth story. It was Irene’s perspective on infrastructure, behavior change, and how founders in health and wellness can build companies that solve deeply human problems without over-marketing or over-complicating the customer experience.

We talk about the evolution of women’s health, the realities of scaling community-led acquisition, why paid media alone stops working, and what it takes to build trust in an emerging category.

We also dive into Chiyo’s recent acquisition by Epicured and what it unlocks—from Medicaid partnerships to clinical research and performance nutrition programs for female athletes.

In this episode, we cover:

Connect with Irene & Chiyo:

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

That’s exactly what happened for Sarah Hollingsworth, founder of Poppylist. 

After becoming a first-time mom, Sarah found herself overwhelmed by the baby registry experience despite spending countless hours researching products and preparing for parenthood. That frustration eventually became the foundation for Poppylist, a modern registry platform designed to make the transition into parenthood feel more flexible, supported, and less overwhelming.

In this episode of Reclaim, Sarah shares how a simple Typeform quiz became the foundation for a viral acquisition engine, how SEO and content became their earliest growth moat, and why Poppylist intentionally stayed bootstrapped for over five years before even considering raising capital. We also dive into founder psychology, the tension between controlled growth and acceleration, and what happens when product-market fit starts pulling your company faster than your infrastructure can support.

In this episode, we cover:

Connect with Sarah & Poppylist:

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

Jenny shared her journey from consumer tech and creator economy startups into women’s health innovation, why she believes hormones are the “operating system” of the female body, and how Clair is creating a wearable that tracks estrogen, progesterone, LH, and FSH continuously—all from the wrist.

In this episode, we explore:

Mentioned in this Episode:

Connect with Jenny & Clair Health:

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

In this episode, I sit down with Elaine Shi, co-founder and CEO of BodySpec, the company that helped make DEXA body scans affordable, accessible, and mainstream long before wellness culture caught up. What began as an MBA project became a 12-year bootstrapped growth story spanning 10+ cities, 600,000+ scans, and a mission to transform how we think about health data.

We talk about how Elaine and her husband built the company together, survived the hardest startup years, and why this moment—driven by women’s health awareness, longevity conversations, and GLP-1 adoption—is BodySpec’s biggest opportunity yet.

In this episode, we explore:

Mentioned in this Episode:

Connect with Elaine:

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

What You'll Learn:

This conversation shifts the conversation around fertility care from reactive crisis management to proactive education, support and human-centered navigation.

Jessica emphasizes that founders should start by obsessing over the problem itself rather than rushing to build a solution, a mindset that shaped Frame Fertility's entire approach. For growth leaders scaling women's health brands, this means resisting the urge to launch features or campaigns before deeply understanding patient pain points and systemic gaps. In Frame's case, this led to the insight that 83% of fertility conversations start with OB/GYNs, yet these providers lack time, training, and space to go deep, revealing the real bottleneck wasn't the need for a new app, but accessibility within existing trust relationships. This approach transforms your growth narrative from "we built a better product" to "we solved a systemic problem," a positioning that resonates authentically with both B2B partners and direct consumers.

Jessica shares that Frame maintains patient satisfaction scores above 95% and achieved a 72% improvement in patient retention by obsessing over both emotional support and clinical outcomes, treating these not as separate metrics but as interconnected drivers of business growth. Most women's health brands focus on satisfaction scores as vanity metrics, but Jessica's approach reveals that retention is the true north star because it directly correlates to outcome achievement and lifetime value, which drives expansion within provider networks. For your growth team, this means designing your retention analysis to separate clinical satisfaction from emotional satisfaction, then testing whether addressing the emotional layer (through better communication, support resources, or human connection) moves the needle on retention faster than clinical improvements alone.

Jessica's growth strategy for Frame didn't follow the typical VC playbook. Instead, she started with direct-to-consumer word-of-mouth (zero paid acquisition), proved the model worked, then used that traction to unlock enterprise partnerships with major OB/GYN networks and pharmaceutical companies. This approach is particularly relevant for women's health startups because it demonstrates how to build credibility with risk-averse healthcare organizations: show them you've already solved the problem for real patients at a smaller scale before asking for a network-wide rollout. 

Jessica's most personal insight reveals that the path to sustainable scaling isn't about softening intensity, but redefining it and letting go of the need for perfectionism in execution while holding firm on accountability for impact. This is critical for high-achieving growth leaders who often internalize the belief that slower, "good enough" progress equals failure, leading to burnout and team dysfunction. The reframe is that intensity and sustainability are not opposites; rather, intensity directed at the right metrics (outcome-driven, not task-driven) creates leverage, while perfectionism (trying to control every variable) creates bottlenecks.

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

What You'll Learn:

This episode serves as a reminder that authentic listening, organic expansion and unwavering focus are what truly create lasting change. 

Mary shares a counterintuitive founding principle: her students actually requested the Pilates instruction before she formalized it into a curriculum, proving that the best ideas emerge from listening rather than imposing. For growth leaders at health and wellness startups, this insight directly challenges the "build it and they will come" mentality that often wastes resources on solutions customers never asked for. By prioritizing customer voice over assumptions, you reduce launch risk, accelerate product-market fit and build trust-led growth that compounds over time.

Mary deliberately chose to remain small (five teachers, 1,000 students weekly), rather than scale 10x faster, because she realized that each team member brings specialized expertise (breath work certifications, dance backgrounds, public health degrees) that elevates rather than dilutes the program's value. For a growth leader at a Series B women's health startup, this is a critical counterintuitive lesson: the pressure to scale aggressively often destroys the trust-based, human-centered brand positioning that made you successful in the first place. 

Mary discovered an elegant ROI framework: investing 30 minutes weekly in somatic wellness returns 10x productivity during the remaining instruction time because students arrive cognitively regulated and neurologically ready to learn. For a growth leader marketing to schools or enterprises, this is your most compelling B2B positioning angle. You're not selling wellness as a "nice-to-have" enrichment; you're selling productivity multiplication, which directly impacts educational outcomes and budget justification. This approach also opens institutional partnerships (in Mary’s case, K-12 districts and corporate wellness programs) where individual consumer marketing can't penetrate, multiplying your addressable market while justifying premium pricing.

Mary articulated the founder's paradox: the very practices she teaches (meditation, movement, mindfulness) can become work instead of joy if not intentionally protected as personal practice. So she built a non-negotiable morning ritual (journaling, movement, sunshine walks) before work begins, creating a psychological boundary between personal wellness and professional delivery. For a growth leader in high-trust categories, this is a critical operational safeguard. Burnout doesn't happen because you work hard, but because you lose the distinction between the thing you love and the thing you've monetized. 


Episode Resources: 

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

What You'll Learn:

This conversation is packed with actionable frameworks on foundational health, ethical product sourcing and strategic expansion. 

Jim’s foundational thesis reveals that sustainable ventures emerge from three intersecting commitments: doing work you're passionate about, building something you'll excel at and creating positive impact for society. For growth leaders in women's health, this framework cuts through the noise of trending categories and venture-backed hype, anchoring strategy in genuine conviction rather than market timing alone. He shares that Humanaut Health didn't start by asking "What's the longevity market opportunity?" but rather "How do we solve the early-detection and preventative care gap we've witnessed personally?" This values-first approach builds authentic brand narratives that resonate in high-trust categories where consumers are skeptical of opportunistic players.

Rather than positioning Humanaut Health as a direct replacement for primary care or as a boutique biohacking concierge, Jim reframes the offering as a "copilot through complexity". This shift acknowledges that consumers are drowning in fragmented, often contradictory health information from influencers, media and friends. To implement this messaging, audit your current brand language for authoritarian or reductionist framings; instead, emphasize your role in clarifying priorities, reducing overwhelm and helping customers make informed choices aligned with their specific health stage and goals. 

Jim points out a subtle but powerful nuance: Humanaut Health actively enrolls partners into care plans, asking male clients "Where's your wife or girlfriend?" before beginning hormone optimization because fixing one partner while the other remains unaligned sabotages long-term adherence and life satisfaction. This ecosystem approach to health reflects a deeper customer acquisition and retention strategy: health optimization succeeds only when it's a shared value system within a household or close system. This approach also opens new revenue streams: a woman optimizing her health who enrolls her partner effectively doubles customer acquisition without additional CAC. It's a quiet way to make your product stickier and more defensible.

Jim's expansion strategy contradicts conventional wisdom: rather than prioritizing gateway cities (NYC, LA, Miami), Humanaut Health pursues phenomenal partners wherever they're found, even if that means opening in Nashville or a Midwestern city before saturating coastal hubs. Partners must demonstrate capital capability, operational track record, values alignment and genuine passion for the mission, measured through authentic signals rather than spreadsheet metrics alone. This approach impacts growth in many ways, too - reduces execution risk (great operators move faster and with fewer mistakes), aligns incentives across the network (partners with skin in the game stay committed), and prevents the "franchisee mediocrity trap" where scaling requires settling on partner quality. 

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

Tune in as host Destinee Berman sits down with Co-Founder & CEO, Sally Mueller, to explore how to build a category-defining brand in women's health, why education and relatability matter more than perfection in marketing, and the strategies that transformed a personal health crisis into a thriving omnichannel business. 

What You'll Learn:

This episode takes us behind the scenes of one powerful principle: celebrate the midlife woman and reclaim the voices that culture forgot to amplify. 

Sally shares that she rejected existing menopause products recommended by her doctor because they failed to meet the quality standards she'd learned building brands at Target and Who What Wear, revealing how founder authenticity and high personal standards can validate genuine market gaps. For a growth leader building trust-based products, this serves as a reminder that when you lead with genuine conviction rooted in lived experience, you attract investors, media, and customers who recognize the difference between a “me-too” product and a category-defining one.

Womaness launched with 13 products across multiple symptom categories despite investor pushback claiming they were launching "too many;" Sally recognized that a legitimate menopause brand required solutions across the full midlife journey, not isolated symptoms. This framework directly challenges the lean startup dogma and applies powerfully to women's health, where customers expect holistic solutions addressing interconnected symptoms rather than point products. For a Series B women's health brand, applying this means auditing whether your product portfolio actually maps to how customers experience their health challenges or whether you've artificially fragmented the solution.

Sally discovered that leading with the word "menopause" on packaging and in-store actually repelled women who didn't yet identify with the term or thought they were "past" menopause, forcing Womaness to pivot to "healthy aging" as an inviting umbrella concept that educates deeper once customers are engaged. For growth leaders in women's health, this illustrates a critical tension: symptom-based messaging drives immediate conversion among aware audiences, but category-building messaging expands the addressable market by meeting women where they are emotionally and linguistically. 

Sally revealed a stark statistic from Womaness's investor pitch deck: only 5% of advertising dollars are directed to midlife women, yet they control $15 trillion in spending power, a disparity that represents both a cultural invisibility problem and a massive market inefficiency that savvy brands can exploit. For a growth leader in women's health, this is a permission structure. Brands that authentically serve midlife women are not chasing a niche, they're addressing a demographic with more economic power than any other segment but almost no marketing attention relative to their size. The real opportunity is cultural work. Namely, helping younger generations see midlife women as celebrated, powerful and worthy of investment, breaking the silence and shame that shaped previous generations. 

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

Together, they explore why physician-led virtual care changes everything, how to navigate the tension between innovation and traditional systems and the strategic moves that transformed her from tenured surgeon to first-time founder disrupting an entire industry.

Dr. O'Connor shares the counterintuitive business insights behind building a care model where 40% of patients need physician oversight and why self-insured employers and forward-thinking payers are her ideal partners.

What You'll Learn:

Dr. Mary reveals that traditional health systems cannot innovate around their most profitable service lines. For example, elective surgery, advanced imaging, procedures and the like prove difficult to innovate around because those margins subsidize unprofitable but essential services like pediatrics and infectious disease. For growth teams building in health and wellness, understanding this dynamic prevents wasted effort pursuing "logical" partnerships and redirects energy toward decision-makers who actually profit from better, cheaper care.

Dr. Mary shares that approximately 40% of patients with musculoskeletal conditions need physician-level care, particularly those with medical comorbidities, while the remaining 60% can succeed with physical therapy-first models. This segmentation insight differentiates Vori Health from PT-only competitors and creates a significant competitive advantage. This approach directly increases addressable market size and contract value, as payers need a single partner who can handle their entire MSK-affected population. For growth leaders in women's health and wellness, this teaches the power of designing products for complexity rather than simplicity.

Vori Health intentionally eliminates patient copays in their contracts, recognizing that even small financial barriers prevent patients from completing the physical therapy visits needed to avoid surgery, which then leads to unnecessary imaging and surgical referrals. By removing this friction point at the contract level, they increase adherence, improve outcomes, and paradoxically lower total cost of care despite absorbing copay risk. Dr. Mary reveals that this strategy transformed one employer's MSK spending from #2 to #10 on their cost list - a massive shift achieved through access design, not clinical innovation alone. 

Dr. Mary emphasizes that while AI offers enormous potential to improve patient engagement through personalized behavioral nudges and real-time form coaching (demonstrated through Vori's sensorless motion tracking in home exercise programs), the company is deliberately adopting AI through thoughtful guardrails and phased implementation rather than rushing to full automation. Moving fast with AI in healthcare can destroy brand equity and regulatory standing. Dr. Mary suggests, instead, adopting AI iteratively in low-risk use cases (like motion tracking and habit nudges), gather evidence of safety and efficacy, and use that data to expand responsibly. This approach builds stakeholder confidence and defensibility simultaneously.

This episode proves that real transformation can only happen outside traditional systems.

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

That promise began years earlier when her 45-year-old mother’s heart disease symptoms were dismissed despite clear warning signs. That moment shaped Dr. Javaid’s career and ultimately led her to build a practice centered on women’s health conditions often minimized or ignored: perimenopause, menopause, sexual health, and advanced gynecology.

In this episode of Reclaim, Destinee Berman and Dr. Javaid unpack the full arc of HerMD’s journey from a single brick-and-mortar clinic to a multi-state brand serving women across 35 states and three countries, to raising $10 million in five weeks as three minority co-founders in 2021.

They discuss:

• What made that first fundraise successful
• Why brick-and-mortar healthcare is extraordinarily capital intensive
• The decision to pivot from an integrated physical model to virtual-first care
• The realities of imposter syndrome in rooms full of investors
• And why Dr. Javaid ultimately decided to step away from clinical practice after two decades

This episode explores both pillars at the heart of Reclaim: how founders build trust in sensitive health categories, and how operators make hard strategic decisions to scale access while protecting mission. For founders in women’s health, digital health, and consumer wellness, this conversation is a masterclass in conviction, storytelling, capital efficiency, and knowing when to evolve.

What You’ll Learn:

04:56 The Origin Story That Sparked HerMD
Dr. Javaid shares how her mother’s dismissed cardiac symptoms which led to emergency quadruple bypass surgery shaped her commitment to eliminating invisibility in women’s healthcare. That promise became the foundation of HerMD’s mission.

12:29 Story + Data = Fundraising Success
In 2021, HerMD raised $10 million in five weeks despite being told minority women founders had less than a 0.5% chance of success. Dr. Javaid explains how product-market fit, brand affinity, profitability, and powerful storytelling created investor alignment.

The first six months were filled with uncertainty. With no formal marketing budget, HerMD relied on word-of-mouth, grassroots physician outreach, and community education events to grow. Patients became the brand’s biggest advocates.

18:55 Why Brick-and-Mortar Became Unsustainable
Owning and operating fully integrated physical clinics proved extraordinarily capital intensive. In hindsight, Dr. Javaid reflects on how a “powered by HerMD” partnership model may have been more efficient.

19:37 The Telehealth Unlock
Transitioning to virtual care expanded access and proved more effective than expected. Dr. Javaid was surprised by how much preventative and hormone care could be safely managed via telehealth when providers are properly trained.

21:35 Acquisition and Identity Shift
After reacquiring the company and pivoting to virtual-first care, HerMD joined a national women’s health platform. Simultaneously, Dr. Javaid made the personal decision to step away from clinical practice to focus on advocacy, education, and training.

31:48 The Founder Mindset: Stop Chasing
Dr. Javaid shares a key lesson: if you’re chasing investors or partnerships that feel misaligned, they’re likely not meant for you. Alignment often feels effortless; forcing it usually signals a mismatch.

33:40 Intuition as Strategy
Experience and intuition are critical differentiators for founders. Dr. Javaid reflects on moments she ignored her instincts and what that cost her. Pattern recognition and trust in self become strategic advantages over time.


Episode Resources:

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

In this episode of Reclaim, Destinee Berman sits down with Alexandra Fennell and Mia Abbruzzese, co-founders of Attn:Grace, to explore what happens when founders approach an “unsexy” category with brand thinking, customer empathy, and commercial discipline.

The conversation unpacks why they left established careers to build in women’s incontinence care, how they identified opportunity inside a market controlled by a handful of incumbents, and the early customer insights that reshaped their product and positioning strategy. They also discuss the realities of scaling in a trust-based health category, from confronting stigma to building a business designed for long-term category change rather than short-term growth.

This episode explores both pillars at the heart of Reclaim: how founders earn trust in sensitive health spaces, and how thoughtful operators turn overlooked problems into sustainable, profitable companies.

What You'll Learn:

Tune in for insights on making this unassuming category purposeful, profitable and rewarding. 

04:53 Making Unsexy Work: Test Demand Before Full Commitment
Alexandra and Mia reveal that they created fake Facebook ads for a nonexistent incontinence brand to validate market demand without significant capital investment, proving women actively searched for better solutions. This approach is critical for growth leaders launching in overlooked categories where conventional wisdom suggests the market doesn't exist digitally or is too niche to pursue. Rather than betting months and millions on product development, they spent minimal ad spend to gather real comments revealing genuine pain points - insufficient products, irritation, bulkiness, and leakage. Their suggested approach is: set up low-cost, time-bound Facebook or Instagram campaigns with landing pages that test messaging and audience responsiveness before committing to full-scale production. 

15:34 Market Research Isn’t Gospel: Why Expert Mentorship is Critical
Alexandra and Mia initially assumed they could replicate the success of organic cotton period products by applying the same material to incontinence care, until a 25-30 year nonwoven industry veteran, Linda, explained that cotton absorbs blood well but fails spectacularly for urine. This mentorship moment saved them from months of wasted development and supplier conversations pursuing the wrong material science. For growth leaders building in women's health, this highlights the critical importance of seeking advisors with deep category expertise who can challenge your foundational assumptions before you've invested heavily in the wrong direction. 

18:45 How D2C Engagement Helps Build Trust
Alexandra and Mia share a critical insight: discretion was the hidden competitive advantage in women's incontinence care. Their D2C model eliminated the shame and embarrassment of shopping the "aisle of death" in retail stores, allowing women to receive products discreetly at home. This insight reveals why intimate health categories remain dominated by legacy brands: they've never challenged the purchasing experience itself, only the product features. You can apply this by treating your early D2C customers as a feedback engine, systematically capturing qualitative insights from reviews, customer service interactions, and community conversations to identify unmet needs that drive disproportionate loyalty. This approach transforms your customer acquisition channel into your product innovation lab, enabling you to build a moat around differentiation that legacy competitors can't easily copy.

22:32 Retail as a Discovery Channel for CAC Optimization
Alexandra reveals that retail expansion became a critical unlock for reducing their customer acquisition cost from $180-200 down to much more efficient levels, because physical shelf space provided brand validation that random Facebook ads couldn't match. When trusted retailers like CVS stock your product, it signals legitimacy to consumers who are naturally skeptical of unknown D2C brands in intimate health categories. For growth leaders managing tight CAC constraints, this represents a counterintuitive growth lever: investing in retail distribution doesn't cannibalize your D2C channel - it amplifies it by creating a discovery pathway that feeds customers back into your full-price, full-margin online funnel.


Episode Resources: 

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.

Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.

Visit scalewithfuture.com to learn how we help health and wellness brands scale.

Stay up to date with Reclaim:

Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox.

Visit scalewithfuture.com/newsletter to sign up.