Ella
Personalized digital care for women during and after pregnancy – expert support in physio, nutrition, and mental health.
| Date | Investors | Amount | Round |
|---|---|---|---|
| - | investor investor investor | €0.0 | round |
| investor | €0.0 | round | |
| N/A | €0.0 | round | |
* | SEK4.5m | Seed | |
| Total Funding | 000k | ||
| SEK | 2021 | 2022 | 2023 |
|---|---|---|---|
| Revenues | 0000 | 0000 | 0000 |
| % growth | - | 97 % | (31 %) |
| EBITDA | 0000 | 0000 | 0000 |
| Profit | 0000 | 0000 | 0000 |
| % profit margin | (49 %) | (191 %) | (293 %) |
| EV | 0000 | 0000 | 0000 |
| EV / revenue | 00.0x | 00.0x | 00.0x |
| EV / EBITDA | 00.0x | 00.0x | 00.0x |
| R&D budget | 0000 | 0000 | 0000 |
Source: Company filings or news article
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From a financial analyst's perspective, Ella, operating under its registered parent company Her Company AB, is a seed-stage femtech firm making targeted inroads into the digital health and wellness market. Founded in Stockholm, Sweden, in 2021 by Emelie Hollsten, Asabea Britton, Frida Johnson, and Stina Algulin, the company has secured $1.19 million in funding over two rounds.
The founding team combines diverse and relevant expertise. CEO Emelie Hollsten is a former elite gymnast and entrepreneur who previously founded a sportswear brand, bringing a personal passion for physical and mental health to the venture. Her co-founders include Frida Johnson, a physiotherapist specializing in women's health; Asabea Britton, a registered midwife; and Stina Algulin, a registered dietician. This blend of clinical and entrepreneurial experience underpins the company's service offering.
Ella's business model centers on a mobile application that provides digital healthcare and wellness services specifically for women, with a focus on pregnancy and postpartum periods. The company generates revenue by providing access to its team of physiotherapists, psychologists, and dietitians via digital consultations and chat. Additionally, it offers a subscription-based wellness service that includes guided training programs, mental exercises, and nutritional recipes tailored for mothers. The app functions as a CE-marked medical device, and Her Company AB is a registered healthcare provider with the Swedish Health and Care Inspectorate (IVO). The platform's target market is national, aiming to complement traditional maternity care by offering accessible, specialized support for common pregnancy-related issues. Despite a significant increase in revenue from SEK 112,000 in 2022 to SEK 684,000 in 2023, the company reported a net loss of SEK 8 million, indicating a phase of aggressive growth and investment in product development and team expansion.
Keywords: femtech, digital health, women's health, maternal care, telehealth, physiotherapy, pregnancy wellness, postpartum support, digital therapeutics, health app, Swedish startup, Emelie Hollsten, Her Company AB, Asabea Britton, Frida Johnson, Stina Algulin, online consultation, nutritional guidance, mental health support, subscription healthcare