What does the dream Menopause business look like?

I have been thinking about what the dream menopause business might look like. It feels like there are at least 2 available routes but both of which have quite chunky assumptions. Route 1 is a service offered via employers to help make the workplace fit for purpose for women in their economic/productive prime. There are some amazing businesses here e.g. Peppy or Gennev but in the absence of ROI data, it feels like employers will be buying because they “should” do this vs economic certainty. This will probably mean the best employers sign up but many wait. It is also striking that this data doesn’t exist at scale today.

Route 2 is probably a D2C business distributing clinical grade solutions. Here the sell will be convenience, personalisation and speed to prescription. Here the key hypotheses feel like showing that consumers will spend as they do in beauty or fitness vs other medical areas where they don’t e.g. Cardiology where the NHS is the go-to. The HRT stigma also probably needs to be broken down here with very thoughtful content and brand.

We are 100% sold on the problem but very interested to see which business models will build momentum first