When Joanna Strober was round 47, she stopped sleeping. Whereas shedding sleep is a standard symptom of perimenopause, she first needed to go to a number of suppliers, together with driving 45 minutes out of San Francisco to pay $750 out of pocket, to get that analysis and correct therapy.

“That feeling of wow, I’ve actually been struggling unnecessarily for the previous yr actually caught with me,” Strober stated on a current episode of For Millionaires’s Found podcast. “I began speaking to all my pals and attempting to know what’s occurring with them and what turned clear is that perimenopause and menopause is that this massive factor. It type of hits ladies like a pile of bricks. There’s a number of completely different signs to it and there are only a few suppliers who’re skilled to maintain this inhabitants.”

That realization is what impressed Strober to launch Midi Well being, a telehealth platform designed to serve ladies in midlife by connecting them with suppliers who’re skilled in perimenopause and menopause signs and coverings.

Regardless of her “aha” second, Strober defined why she couldn’t launch the startup instantly. She stated that Midi couldn’t have existed had the U.S. authorities not modified its guidelines surrounding telehealth and the place individuals may entry care throughout the pandemic. Due to the adjustments surrounding digital well being, Strober stated the corporate was in a position to launch its platform that introduced care to ladies versus ladies having to search out in-person care.

“Understanding that this downside that had been round for a very long time and will lastly be addressed utilizing telehealth was a really thrilling revelation,” Strober stated. “And that’s why I needed to start out this firm.”

Midi operates slightly bit otherwise than most of the different digital well being corporations began within the post-pandemic wave, Strober stated. She stated Midi isn’t set as much as be a digital avenue for customers to get one-off care or therapy as quick as attainable like many different corporations of the identical period, however relatively to be a platform the place ladies construct long-term relationships with suppliers that make them really feel seen.

This method can be why Strober thinks Midi has been in a position to continue to grow and elevating VC funds as VCs have grow to be much less within the class. The corporate just lately raised a $60 million Sequence B spherical led by Emerson Collective with participation from Google Ventures, SteelSky Ventures, and Muse Capital, amongst others. This spherical brings the corporate’s complete funding to $99 million.

Digital well being startups raised $13.2 billion globally in 2023, in line with CB Insights data. This marks a lower of 48% from 2022, at $25.5 billion, and a lower of 75% from 2021 when a report $52.7 billion was invested.

“I feel too few telehealth corporations didn’t take into consideration that long-term buyer relationship,” Strober stated. “We view ourselves as constructing a healthcare trusted model. So our model is professional care for ladies. We have to provide you with that incredible care so that you come again to us over and over and over. That’s what ladies are doing.”

Midi isn’t Strober’s first digital well being startup and she or he talked about how her previous expertise constructing Kurbo Well being, a startup centered on baby weight problems earlier than digital well being was even a factor, influenced her selections in constructing Midi. She additionally talked about how her previous life as a enterprise capitalist additionally performed a task in how she approached the enterprise.

With this newest spherical of funding, Midi seems to be ahead to increasing care in areas that fall underneath perimenopause and menopause, together with issues like sexual wellness, hair and skincare and entry to testosterone.

“Individuals carry on asking, you recognize, when are you leaving perimenopause and menopause?” Strober stated. “However perimenopause and menopause is a giant market. So we’re working lots on understanding what are the well being wants of girls throughout this era of their life and the way can we appropriately rise to fulfill these issues.”