The Perimenopause Startup Boom: Telehealth, Hormones, and a New Health Frontier

WIRED examines a rapid, venture-backed surge in hormone therapy for perimenopause driven by telehealth platforms (Midi, Winona, Alloy, Evernow) and policy shifts after FDA warnings were lifted, fueling broad marketing of a wide range of symptoms as solvable by hormones. The piece juxtaposes patient‑level relief with warnings about overdiagnosis, safety risks, and supply constraints, arguing the trend reflects a broader move toward platform‑based, privatized women’s health care.