Bonzun

Bonzun AB is a digital therapeutics company headquartered in Stockholm, Sweden, operating in the femtech sector. The company was founded in 2012 by Bonnie Roupé, who serves as the CEO. Roupé's personal experience with a life-threatening, high-risk pregnancy, where she struggled to find credible medical information, directly inspired the creation of Bonzun. An entrepreneur with over 20 years in the internet and mobile industries, she previously founded and exited a women's golf magazine, building it to a 20% market share. Her determination to prevent other women from facing similar information gaps during pregnancy fueled the company's development.

Bonzun's initial product was a virtual midwife app, one of the world's first pregnancy symptom checkers, which launched in China under the name Kou Dai Yun Yu. This application, which has been downloaded by millions, helps users track their pregnancy, understand test results, and identify symptoms that may require medical attention. The content is based on Sweden's maternal care system and has received backing from organizations like the World Health Organization (WHO) and UNICEF. In 2020, the Swedish and international business for this pregnancy app was sold to Life of Svea.

The company's current focus is on two main products: Bonzun IVF and Bonzun Evolve. Bonzun IVF is a comprehensive mobile application designed to support individuals through assisted reproductive technology (ART) treatments like IVF and ICSI. The app, which is CE-marked as a medical device in Europe, provides users with medication reminders, personalized journey tracking, symptom logging, and emotional support resources. Its content is evidence-based and developed with fertility experts. The business model for Bonzun IVF includes a free version and a premium subscription for individuals, as well as a B2B licensing model for IVF clinics, which helps them reduce costs by providing patients with a reliable information source.

Bonzun Evolve is a digital program aimed at the corporate wellness market, helping employees manage stress and improve mental well-being. Based on Acceptance and Commitment Therapy (ACT), the interactive, session-based program is designed to stimulate behavioral changes and reduce stress. Bonzun has secured agreements to offer Evolve to organizations such as the Swedish Security Council (TRR), targeting a large base of civil servants. Revenue for Evolve is generated through licenses sold to companies, with pricing based on the number of users and duration.

Keywords: femtech, digital therapeutics, IVF support, fertility app, pregnancy app, mental wellness, corporate wellness, stress management, Bonnie Roupé, maternal health, virtual midwife, assisted reproductive technology, ART, digital health, CE-marked medical device, Acceptance and Commitment Therapy, B2B healthcare, subscription model, employee wellness, Stockholm startup, health technology, women's health