Midi Health, a menopause care company launched in 2021, has supported 200,000 women in managing menopause and is now the fastest-growing virtual healthcare provider for women in midlife.
However, CEO Joanna Strober acknowledges that many women leave their appointments seeking more detailed guidance on health optimization, such as dietary fiber intake, sleep aids, and cognitive decline prevention.
To address this, Midi Health is launching AgeWell, a new longevity-focused program aimed at women aged 35 to 65, a demographic often underserved and “lost to medical care,” Strober told Fortune.
AgeWell offers a “longevity roadmap grounded in women’s hormonal health” to enhance strength and vitality through personalized, proactive healthcare.
The program includes annual insurance-covered visits, advanced bloodwork, optional genetic testing, education on chronic disease screening, and treatments targeting skin, hair, and weight goals. It aims to help women prepare for healthier later decades, rather than merely treating menopause symptoms.
The launch aligns with a growing global interest in longevity, which has become a wellness megatrend. Investment in longevity companies doubled to over $8 billion in 2024, reflecting rising demand for health optimization before illness onset.
Yet, Strober emphasizes that women’s longevity needs differ from the male-dominated longevity trend, which often focuses on extreme lifespan extension. Women, who statistically live 25% longer in poor health than men, require tailored protocols to maintain quality of life, particularly as many balance caregiving roles for children and aging parents.
Historically, women’s health has been underfunded despite higher risks of diseases like heart disease and chronic pain. Popular longevity interventions such as supplements and fasting may not have the same effects on women, underscoring the need for specialized care.
Midi Health has raised $103 million since inception, with notable investors including Amy Schumer and tech executives, aiming to democratize access to longevity care beyond expensive clinics.
Strober’s vision is for women to proactively manage their health starting in their 30s and 40s, even before menopause symptoms appear, to ensure vitality in their 60s and beyond.
“I dream of being that grandmother who can hang out with their kids and their grandkids,” she says, highlighting the practical and emotional importance of longevity care tailored to women’s unique health journeys.
