Where did the idea of Flo come from?
Initially, we were a bunch of geeks who wanted to better understand our beloved ones – girlfriends or wives. Being aware that periods have a huge impact on women’s mood and overall wellbeing, we decided to create Flo – period, pregnancy and ovulation calendar, and share the data with a partner.
At some point, we realized the app not only helped us feel more confident about our relationships, but also helped women feel happier, be in charge of their own body and plan ahead.
As the amount of positive feedback increased, we saw there is a big need in accurate predictions and expert advice on the market. So we embarked on a mission to create the best women health app out there, making the world a better place, one happy woman at a time.
What challenges have you encountered on the way?
The topic of our app is obviously very intimate. Women are not always comfortable with sharing their needs and pain points when it comes to menstruation, pregnancy, or sex life. Thus, we found it extremely challenging to use a Customer Development approach to the product.
We did our best to get more female employees on board, and are now proud to have a perfect gender balance within the team. This helps a lot in day-today operations, we feel being connected instead of making decisions behind closed doors.
You currently have about 7 million monthly active users that entrust their reproductive health to Flo. How do you deal that responsibility?
That’s a great question. We realized early on that trust is paramount to success. And we try really hard to make sure we deserve our users’ trust and provide them with accurate, safe and reliable info. We have an amazing team of developers, designers, content managers working closely with medical specialists to improve the user experience every day.
What’s more, we are committed to advancing women’s health solutions and moving female health research forward. We reach out to best medical institutions for meaningful partnerships. All of these don’t go unnoticed for the users. Our churn rate is extremely low. We often get reviews like “I tried X number of period trackers, and yours is the best”.
What is the best insight you’ve got while working on the project?
Back in 2015, when we were about to start the project, we didn’t realize enough how complex, unique and fascinating the female body is. Now, with over a billion data points collected in the app and a data science team able to interpret them, we are excited to discover unique patterns and help women know their bodies better. I mean, it’s not only about us. I guess science in general has never had access to such tremendous amounts of data before mobile apps. Now, we are entering a new era of digital healthcare, and I’m proud Flo has a say in it.
There are quite a few period tracking apps on the market. What is different about Flo that tempts women to download it?
True. The market is growing and now offers a variety of menstrual cycle trackers, fertility apps, and pregnancy calendars. Yet, at the moment, there are few apps devoted to complex women’s healthcare.
We decided to focus on deep value-added services and to create an ecosystem around our core product. Thus, from a simple tracker Flo is evolving into a woman’s one-stop app for full-scale medical assistance, a 24-hour health attendant and a reliable companion. Users feel when you go an extra mile to make the best solution on the market.
Any advice for women who want to have a better control over their health?
Stay curious. No matter how little or much you know about your body, there’s so much more to learn. Even if you are extremely busy and never find time for yourself. Take a few minutes to download Flo, we’ll take care of the rest.
What are your future plans?
We’ve already achieved a lot within a year and a half of our existence. We are currently the fastest growing FemTech app in the world. We’ll keep staying proactive and doing a good job in anticipating users’ needs. We’ll keep our leadership positions in the US and Western Europe. We also have a lot of plans for the product itself. Stay tuned!