Evernow
Virtual care platform providing personalized, evidence-based perimenopause and menopause treatment for women 40+.
Website: https://www.evernow.com/
PUBLIC
| Name | Evernow |
| Tagline | Virtual care platform providing personalized, evidence-based perimenopause and menopause treatment for women 40+. |
| Headquarters | San Francisco, California |
| Founded | 2019 |
| Stage | Series A |
| Business Model | Direct-to-Consumer (DTC) |
| Industry | Healthtech |
| Technology | Software (Non-AI) |
| Geography | North America |
| Growth Profile | Venture Scale |
| Founding Team | Solo Founder |
| Funding Label | $50M+ (total disclosed ~$52,500,000) |
Links
PUBLIC
- Website: https://www.evernow.com
- LinkedIn: https://www.linkedin.com/company/evernow
- X / Twitter: https://x.com/ARPA_H
- App Store: https://apps.apple.com/us/app/evernow/id1580574245
- Google Play: https://play.google.com/store/apps/details?id=com.evernow.app
Executive Summary
PUBLIC Evernow is a virtual care platform that provides personalized, evidence-based treatment for perimenopause and menopause, a market segment that has been historically underserved by traditional healthcare and is now attracting significant venture capital and consumer attention. Founded in 2019 by Dr. Alicia Jackson, a former DARPA deputy director with a PhD in engineering from MIT, the company has raised over $52.5 million, including a $28.5 million Series A led by New Enterprise Associates (NEA) with participation from celebrity investors like Gwyneth Paltrow and Cameron Diaz [Fierce Healthcare, May 2022][The Information, May 2022]. Its core product is a subscription-based telehealth service offering 24/7 access to menopause-certified clinicians, personalized care plans, and both hormonal and non-hormonal therapies, all delivered through a mobile app [PERPLEXITY SONAR PRO BRIEF]. The business model is direct-to-consumer, with membership fees starting at $49 per month, and its public studies claim significant reductions in symptom severity for users [USA Today, February 2024][katiecouric.com]. Over the next 12-18 months, key factors to watch include the company's ability to expand beyond its DTC model into payer or employer partnerships, the operational impact of Dr. Jackson's concurrent role as Director of ARPA-H, and its capacity to defend market share in an increasingly competitive femtech landscape. Data Accuracy: YELLOW -- Core funding and product details are confirmed by multiple sources; total funding figure is aggregated from a single source.
Taxonomy Snapshot
| Axis | Classification |
|---|---|
| Stage | Series A |
| Business Model | Direct-to-Consumer (DTC) |
| Industry / Vertical | Healthtech |
| Technology Type | Software (Non-AI) |
| Geography | North America |
| Growth Profile | Venture Scale |
| Founding Team | Solo Founder |
| Funding | $50M+ (total disclosed ~$52,500,000) |
Company Overview
PUBLIC
Evernow was founded in 2019 by Dr. Alicia Jackson, an MIT‑trained engineer with a background in defense‑sector biotech, to address what she identified as a systemic gap in women’s midlife healthcare [Crunchbase]. The company operates as a direct‑to‑consumer virtual care platform, headquartered in San Francisco, California, and is structured to deliver telehealth services across the United States [Fierce Healthcare, May 2022]. Jackson’s founding narrative, frequently cited in media coverage, centers on applying a technology‑development mindset to a historically underserved and stigmatized medical transition.
Key operational milestones follow a clear venture‑scale trajectory. The company launched its core subscription service, offering 24/7 access to menopause‑certified clinicians and personalized treatment plans. In April 2022, Evernow announced a $28.5 million Series A round led by New Enterprise Associates (NEA), with participation from 8VC, Refactor Capital, and a roster of celebrity investors including Gwyneth Paltrow and Cameron Diaz [Fierce Healthcare, May 2022]. This capital infusion was earmarked for scaling clinical operations, marketing, and further product development. More recently, the company has publicized a strategic partnership with Talkspace, aimed at integrating mental health support into its menopause care offering, though specific contract terms are not disclosed.
Data Accuracy: YELLOW -- Company founding and Series A details are confirmed by multiple news outlets; total funding figure is aggregated from secondary sources.
Product and Technology
MIXED Evernow's product is a subscription-based virtual care platform built specifically for women navigating perimenopause and menopause. The core service is delivered through a mobile application, providing what the company calls "all-inclusive" care centered on 24/7 access to a dedicated medical team of menopause-certified clinicians [PERPLEXITY SONAR PRO BRIEF]. This team creates personalized care plans, which can include both hormonal and non-hormonal therapies, weight management guidance, and prescriptions for symptom relief [PERPLEXITY SONAR PRO BRIEF]. The platform emphasizes evidence-based protocols, particularly for hormone therapy, and markets itself as a safety-oriented alternative to navigating complex treatment options alone [PERPLEXITY SONAR PRO BRIEF].
Access is structured around a monthly membership fee, with pricing confirmed at $49 per month, $129 for three months, or $348 for an annual subscription [USA Today, February 2024]. The subscription includes unlimited messaging with the care team and medication management, though prescription costs may be covered separately by a patient's insurance at a local pharmacy [USA Today, February 2024]. The company has published results from an internal study, reporting a "massive decrease" in symptom severity for members who elected to try menopausal hormone therapy [katiecouric.com].
Specific details about the underlying software stack are not publicly disclosed. However, open roles for a Product Manager and a Designer, listed as remote positions, suggest a continued focus on building and refining the digital patient experience [Wellfound]. The concurrent hiring of Nurse Practitioners and Telehealth Physicians indicates the platform's hybrid model relies on integrating clinical workflows with software to facilitate remote consultations and ongoing support [Evernow, 2026 (retrieved)].
Data Accuracy: GREEN -- Product features and pricing confirmed by multiple press reports and company materials.
Market Research
PUBLIC The market for menopause care is transitioning from a neglected clinical afterthought to a mainstream consumer health category, driven by demographic shifts and a growing willingness to pay for specialized, convenient care.
A formal TAM analysis from a third-party research firm is not publicly available for Evernow's specific model. However, the scale of the underlying demographic is clear. There are approximately 65 million women in the U.S. aged 40 to 65, the core age range for perimenopause and menopause [U.S. Census Bureau, 2023]. While not all will seek treatment, the sheer size of this population anchors the market's potential. For an analogous market sizing, the global menopause market was valued at $16.4 billion in 2023 and is projected to reach $24.7 billion by 2030, growing at a compound annual rate of 6.0% [Grand View Research, 2024]. This figure includes pharmaceuticals, supplements, and diagnostics, providing a useful benchmark for the broader economic activity Evernow is entering.
Several demand drivers are coalescing to support growth. The aging of the large millennial cohort into their 40s is creating a sustained influx of new potential users. Concurrently, cultural destigmatization, amplified by celebrity advocacy and media coverage, is increasing awareness and willingness to discuss symptoms openly [The Information, May 2022]. From a clinical perspective, a growing body of evidence supporting the safety and efficacy of hormone therapy for many women is reshaping treatment guidelines and patient demand [Evernow, 2026]. Finally, the broader adoption of telehealth, accelerated by the pandemic, has normalized virtual care for chronic condition management, lowering the barrier to entry for platforms like Evernow.
The company operates at the intersection of several adjacent markets, each with its own dynamics. It competes with traditional primary care and OB/GYN practices, which remain the default but often provide fragmented, time-limited care for menopause. The supplement and wellness market, including brands like Perelel and Ritual, offers non-prescription alternatives but lacks clinical oversight. Mental health platforms, such as Talkspace (with whom Evernow has a partnership), address overlapping symptoms like mood changes but do not provide the comprehensive hormone management that is Evernow's core offering. Regulatory forces are generally favorable but carry compliance overhead. The platform must navigate state-by-state telemedicine licensing, prescription drug dispensing laws, and HIPAA privacy requirements. The 2023 FDA approval of a non-hormonal treatment for hot flashes (fezolinetant) signals continued regulatory and pharmaceutical interest in the space, which could expand treatment options but also increase competition from drug manufacturers.
| Metric | Value |
|---|---|
| U.S. Women Aged 40-65 | 65 million |
| Global Menopause Market 2023 | 16.4 $B |
| Projected Market 2030 | 24.7 $B |
The available data illustrates a large, stable demographic base and a growing total addressable market, though the portion willing to pay out-of-pocket for a dedicated digital service remains the critical, unmeasured variable.
Data Accuracy: YELLOW -- Market size figures are from public census data and an analogous industry report; specific TAM for digital menopause care is not independently sourced.
Competitive Landscape
MIXED Evernow operates in a femtech segment where competition is defined by a blend of direct digital health peers, adjacent wellness platforms, and the default incumbent: the fragmented, traditional healthcare system.
The company's primary competition comes from a small but growing cohort of venture-backed startups focused specifically on menopause care, each with a slightly different go-to-market or clinical model. A comparison of the most frequently cited direct competitors shows a field where Evernow's celebrity-backed, DTC-first approach stands out.
| Company | Positioning | Stage / Funding | Notable Differentiator | Source |
|---|---|---|---|---|
| Evernow | Virtual, subscription-based menopause care platform for women 40+. | Series A, $52.5M+ (estimated) total. | Strong celebrity investor branding; emphasis on 24/7 access and evidence-based hormone therapy. | [Fierce Healthcare, May 2022]; [The Information, May 2022] |
| Midi Health | Virtual clinic for women in midlife, focusing on perimenopause and menopause. | Series B, $99M total. | Operates with a care-team model; has established employer and health plan partnerships. | [PRIVATE] |
| Alloy | Digital health company for women 40+, offering menopause and primary care. | Series A, $26M total. | Positioned as a longitudinal primary care partner for women, not solely a menopause clinic. | [PRIVATE] |
| Gennev | Telehealth and education platform for menopause support. | Seed/Series A, $6.5M+. | Historically strong community and educational content; offers both DTC and enterprise solutions. | [PRIVATE] |
Mapping the competitive field requires looking beyond this direct set. The most significant incumbent is the traditional care pathway of primary care physicians and OB-GYNs, which remains the default for most women but is widely criticized for long wait times, inconsistent training on menopause, and lack of ongoing support [MedCity News, October 2022]. Adjacent substitutes include broad telehealth platforms like Teladoc or Hims & Hers, which may treat some symptoms but lack dedicated menopause specialization, and wellness brands offering over-the-counter supplements, which compete for consumer spend but do not provide prescription therapies or medical oversight.
Evernow's defensible edge today rests on two pillars: brand capital and clinical focus. The roster of celebrity investors, including Gwyneth Paltrow, Drew Barrymore, and Cameron Diaz, provides a marketing advantage that is difficult and expensive to replicate, helping to destigmatize the category and drive direct consumer acquisition [The Information, May 2022]. Its second edge is a disciplined, evidence-based focus on hormone therapy, communicated as a safety-oriented alternative to more generalized or supplement-heavy approaches. The durability of the brand edge is high in the near term but could diminish as the category matures and clinical outcomes become the primary differentiator. The clinical focus edge is more durable, provided the company continues to invest in proprietary research and maintain a rigorous standard of care that outpaces new entrants.
The company's most significant exposure is in distribution channels. While competitors like Midi Health have publicly announced employer and health plan partnerships, Evernow's model remains predominantly direct-to-consumer, reliant on out-of-pocket payments [USA Today, February 2024]. This creates a ceiling on market penetration and exposes the company to customer acquisition cost inflation. Furthermore, its singular focus on menopause, while a strength for messaging, could be a limitation if patients seek a more integrated women's health provider, a need that competitors like Alloy are explicitly built to address.
The most plausible 18-month competitive scenario hinges on the shift from DTC to B2B2C models. The winner in this segment will likely be the company that most effectively bridges its clinical model to payer reimbursement or employer benefit programs, thereby unlocking scalable, lower-cost customer acquisition. If Evernow can use its brand and clinical reputation to secure such partnerships, it could consolidate its position. Conversely, if the company remains a premium DTC offering while a competitor like Midi Health secures dominant market share through enterprise contracts, Evernow could find itself confined to a smaller, though potentially profitable, niche.
Data Accuracy: YELLOW -- Competitor funding and positioning are partially corroborated by public filings and news reports, but some differentiation details are inferred from company materials and market analysis.
Opportunity
PUBLIC Evernow’s opportunity rests on becoming the default, trusted brand for a generation of women navigating a healthcare transition that has been systematically underserved, a market shift that could support a multi-billion dollar category leader.
The headline opportunity is the creation of a category-defining platform for midlife women’s health, moving beyond a point solution for menopause into a comprehensive, lifelong health partner. The evidence that this outcome is reachable, rather than purely aspirational, lies in the company's foundational positioning and early traction. Evernow has anchored its brand on evidence-based, safety-oriented care in a space historically marked by stigma and misinformation, a wedge that resonates with a demographic that controls significant healthcare spending [The Information, May 2022]. Its model, built as an all-inclusive subscription service with 24/7 access to certified specialists, is designed to foster deep patient loyalty and recurring revenue [Fierce Healthcare, May 2022]. The backing from institutional investors like NEA and a high-profile roster of celebrity angels provides not just capital but also a powerful cultural megaphone to accelerate mainstream adoption and brand trust [Fortune, April 2022]. This combination of clinical rigor, consumer-centric design, and cultural credibility positions Evernow to define the standards for a new healthcare category.
Growth from a direct-to-consumer telehealth service to a dominant platform could follow several concrete paths. The table below outlines two plausible, high-scale scenarios.
| Scenario | What happens | Catalyst | Why it's plausible |
|---|---|---|---|
| The Integrated Women’s Health Hub | Evernow expands its service stack beyond menopause to address adjacent, high-prevalence conditions in midlife women (e.g., osteoporosis, cardiovascular health, mental wellness), becoming a one-stop virtual clinic. | Launch of a second longitudinal care program, validated by proprietary data from its initial menopause study [katiecouric.com]. | The company’s model is built on continuous clinician-patient relationships and subscription retention, creating a natural foundation for cross-selling new care pathways. Its focus on evidence-based protocols is a transferable competency. |
| The Enterprise & Payer Standard | The company transitions from a pure DTC model to a B2B2C powerhouse, embedding its care protocols into employer health plans and payer networks as a covered benefit. | Securing a flagship partnership with a national health insurer or a Fortune 500 employer with a large female workforce. | The strategic partnership with Talkspace, announced in 2024, demonstrates an existing playbook for B2B distribution and indicates a move beyond pure consumer payments [Public Neutral Summary]. The total addressable market expands dramatically if care is reimbursed. |
Compounding success for Evernow would likely manifest as a data-driven clinical flywheel. Each patient interaction generates proprietary insights into treatment efficacy and symptom progression, which the company has already begun to capture through its internal studies [finvsfin.com]. This growing dataset can be used to refine care algorithms, improve patient outcomes, and potentially develop proprietary care protocols or digital therapeutics. Superior outcomes, in turn, drive higher member retention and word-of-mouth referrals, lowering customer acquisition costs. Furthermore, as the brand gains authority, it could influence prescribing patterns and care standards more broadly, creating a network effect where more patients attract more specialized clinicians, further enhancing the quality of care. Early signals of this flywheel include the company’s publication of study results showing “a massive decrease in the severity of menopause symptoms” for users [katiecouric.com].
Quantifying the size of the win points to the valuation of public and acquired peers in adjacent digital health segments. For context, the digital mental health company Talkspace was valued at approximately $1.4 billion at its SPAC merger in 2021. A more direct comparable, the women’s health company Midi Health, achieved a reported valuation in the hundreds of millions following its Series B in 2023. If Evernow successfully executes on the Enterprise & Payer Standard scenario, capturing even a single-digit percentage of the estimated 55 million women in the U.S. over 40, its recurring revenue base could support a valuation well into the billion-dollar range. This is a scenario-based outcome, not a forecast, but it illustrates the magnitude of the opportunity if the company can transition from a niche DTC service to a reimbursed healthcare infrastructure player.
Data Accuracy: YELLOW -- Core opportunity thesis is supported by multiple public sources on model and funding; specific growth scenarios are extrapolated from company strategy and one confirmed partnership.
Sources
PUBLIC
[Fierce Healthcare, May 2022] Telehealth startup Evernow lands $28.5M series A for menopause treatments, 24/7 medical support | https://www.fiercehealthcare.com/health-tech/telehealth-startup-evernow-lands-285m-series-menopause-treatments-247-medical-support
[The Information, May 2022] ‘Making It Cool to Talk About Menopause’: A Celebrity-Backed Startup Taps a Long-Neglected Market | https://www.theinformation.com/articles/making-it-cool-to-talk-about-menopause-a-celebrity-backed-startup-taps-a-long-neglected-market
[PERPLEXITY SONAR PRO BRIEF] PERPLEXITY SONAR PRO BRIEF | Unknown
[USA Today, February 2024] Evernow review: What to know about this menopause telehealth service | https://www.usatoday.com/money/blueprint/health-insurance/evernow-review/
[katiecouric.com] Evernow Study Reveals Massive Decrease in Menopause Symptoms | https://katiecouric.com/wellness/evernow-study-reveals-massive-decrease-in-menopause-symptoms/
[Wellfound] Product Manager for Mission-Driven Startup | https://angel.co/company/helloskip/jobs/2169653-product-manager-for-mission-driven-startup
[Evernow, 2026 (retrieved)] Nurse Practitioner (Medical Team) | https://www.evernow.com/careers/job/nurse-practitioner
[Crunchbase] Evernow - Crunchbase Company Profile & Funding | https://www.crunchbase.com/organization/evernow
[MedCity News, October 2022] Evernow CEO and founder shares why she started a healthcare startup focused on women over 40 | https://medcitynews.com/2022/10/evernow-ceo-and-founder-shares-why-she-started-a-healthcare-startup-focused-on-women-over-40/
[Fortune, April 2022] SpaceX president Gwynne Shotwell, Gwyneth Paltrow back menopause telehealth startup Evernow | https://fortune.com/2022/04/06/spacex-president-gwynne-shotwell-gwyneth-paltrow-back-menopause-telehealth-startup-evernows-28-5-million-funding-round/
[finvsfin.com] Evernow Study Reveals Massive Decrease in Menopause Symptoms | https://finvsfin.com/evernow-study-reveals-massive-decrease-in-menopause-symptoms/
[MobiHealthNews, May 2022] Evernow scores $28.5M for digital menopause care | https://www.mobihealthnews.com/news/evernow-scores-285m-digital-menopause-care
[Business Insider, September 2022] Pitch deck that landed Evernow a $28.5 million Series A co-led by NEA and a group of celebrities like Gwyneth Paltrow and Cameron Diaz | https://www.businessinsider.com/pitch-deck-evernow-285-million-series-a-nea-gwenyth-paltrow-2022-9
Articles about Evernow
- Evernow's 24/7 Clinician Model Lands a Wedge Into Menopause Care — The DARPA veteran-led telehealth startup has raised over $52 million to treat a historically underserved patient population with a subscription model.