Investment Narratives in Women's Health:Insights on ‘Tech for Good’ from a New Market

Femtech, the corporate term that describes a marketplace for women's health populated by start-up companies and venture capital investors, is receiving attention based on a logic of profit linked to the size of the potential market and a logic of care addressing women's unmet medical needs. This commentary looks at how corporate actors in femtech, founders and investors, narrate the market during industry events. It highlights the need for data (medical data, personal data, and business data) as a key theme and identifies four types of narratives that shed light on attempts to develop this market by morally justifying it, engaging participants, personalizing it, and financing it.