I had to size up my pants.

I was also in the middle of my most driven professional chapter, my 40s, with no framework for what was happening to my body. I got help through a menopause telehealth company I found through Seattle's female founder community. That relationship changed my life. And it changed my work.

In 2023 I joined that company, Gennev, as a strategic consultant and then full-time. I sat in rooms with OB/GYNs and registered dietitians learning how to care for women in midlife. I hosted webinars where patients and doctors talked to each other in real time, and I watched the comments fill with women asking questions they had never been able to ask out loud. I channeled those insights into a re-positioning for payer and employer partnerships, which I wrote about here. That's the pattern I still see, companies win the deal, then watch patients not show up. That's the gap I close.

I now consult because I've seen what happens when a payer or employer deal doesn't translate into enrolled members. I want to close that gap for other women's health companies. I believe that when brand and marketing are done thoughtfully with respect to a patient’s time and privacy, they’ll become loyal, vocal fans. That alchemy is genuinely hard and few can do it as well as I can. My creative and business background, sharpened over 20+ years and inside one of the most formative spaces in women's health, is why.

Underwire started as a newsletter for female founders. Perimenopause redirected my focus. Now it's a consulting practice for women's health companies and a platform for midlife women navigating the same market from the other side. Two angles on the same problem.

If you're building something worth believing in, I'd like to hear about it.

Britt Stromberg
Founder & Principal Strategist