WoW Woman in FemTech I Dr. Amy Divaraniya, founder and CEO of Oova
Dr. Amy Divaraniya is the founder and CEO of Oova, a women’s health company. She has more than 10 years of experience as a data scientist and has both led and published original research in the areas of personal genomics and biomarker discovery. Dr. Divaraniya’s PhD work involved building and analyzing molecular networks to evaluate key drivers and overlapping biological processes in inflammatory diseases. Her solid understanding of biology and being able to apply complex analyses have led to innovative projects in the healthcare space. In 2017, Dr. Divaraniya chose to pivot her career as a data scientist and devote herself to improving women’s healthcare. After facing her own struggles with conceiving her son, Dr. Divaraniya decided to build a solution to help women experiencing difficulty getting pregnant. Today, she and her team have built the first at-home test, Oova, that measures multiple hormones through urine samples and provides personalized results and insights on a woman’s fertility. Oova has resonated with many women and clinicians and has now been adopted by over 100 clinics and hospitals across the country.
Oova is the fertility translator that fully illuminates a woman's fertility, giving her and her care team the clearest steps to conception. Founded by doctors and backed by Mount Sinai Hospital, Oova has created a consumer-first, data-driven experience valuable to patients and healthcare providers. Oova's at-home urine test measures luteinizing hormone and progesterone to immediately inform a woman of her most fertile days and confirm ovulation. By delivering advanced personalized analytics and real-time action plans with every hormone reading, Oova is transforming the fertility care experience.
Amy, tell us a bit about your background and your projects so far. How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?
I am the Founder and CEO of Oova, a women's health company revolutionizing at-home testing and fertility care. With over ten years of experience as a data scientist in precision medicine, I've worked for industry leaders like Roche and Bristol Myers Squibb, analyzing molecular networks and driving discoveries in common diseases. My expertise has led to published papers in personal genomics and biomarker discovery. Inspired by my own infertility journey in 2017, I recognized the need for immediate, personalized results in at-home testing. Leveraging advanced technology, Oova has created a next-generation test, transforming the testing experience. I hold a Ph.D. in Biomedical Sciences with a focus on Genetics and Genomics from the Icahn School of Medicine at Mount Sinai.
How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?
I founded Oova after my own challenging journey to conceive my son. Struggling with irregular cycles, I tried various methods and apps but felt they didn't understand my unique needs. Realizing that irregular periods affected 87% of women, I saw the lack of tools to understand their cycles. So, I created Oova—a personalized, non-invasive, at-home test that quantitatively measures two hormones, empowering women with fertility information. Our platform is trusted by clinicians and seamlessly shares data with a woman's healthcare team if desired. Oova is the perfect tool for irregular women, providing accurate insights and empowerment.
How long did it take you to be where you are now? What was the biggest obstacle? What are the challenges of being in the industry you are in?
In April 2016, my personal fertility journey began, leading me to found Oova in August 2017. After three years of development, we created the most accurate test on the market, measuring two crucial fertility hormones through urine without any device or phone attachment required. Originally, our business model focused on direct-to-consumer sales, with plans to integrate Oova technology into fertility centers to minimize clinic visits. However, when COVID-19 hit in March 2020, the fertility industry was severely impacted, and treatment was often postponed indefinitely. Clinicians reached out to us, seeking sample Oova tests to monitor their patients remotely. Facing a difficult decision, we swiftly pivoted, launching a beta version of our clinician dashboard within two weeks of New York City's shutdown. This allowed patients to use Oova at home and share real-time data with their clinicians. COVID-19 completely flipped our business model, prioritizing clinician adoption first and launching direct-to-consumer later. Educating women with accurate information is our biggest challenge, as misinformation circulates regarding the value of products and services. We prioritize research and credibility to provide women with the data and value they truly need.
What are your biggest achievements to date?
My biggest achievement to date is surviving my journey with infertility and turning my pain into something helpful for other women. I never dreamed of being an entrepreneur and had no deep desire to pursue this path. I found myself here because I wanted to make a difference in the women’s health space. I had no background in business, marketing, sales, or operations. Building Oova has been one of the hardest projects I’ve taken on but also one of my biggest achievements. We have made a difference in thousands of lives in such a short amount of time. Working on Oova is one of the biggest privileges and the most gratifying role I have ever had.
What are the projects you are currently working on?
One project that particularly excites me is our recent Oova Membership program. This initiative goes beyond providing a one-time solution by offering continuous support, personalized guidance, and access to a vibrant community. Priced at just $99 per month, the Oova Membership includes a comprehensive kit comprising 15 tests measuring LH and progesterone, consultations with our expert team, and entry into a collaborative community. Moreover, members enjoy exclusive benefits like engaging in Q&A sessions with our network of clinical providers. Gone are the days when women had to navigate their fertility journeys alone. Oova becomes their trusted companion and support system, ensuring women achieve their fertility goals with utmost effectiveness and efficiency. The inspiration for this membership program stems directly from the requests of our current users. We highly value user feedback and strive to deliver the solutions they desire, embracing their invaluable input.
Is the #WomenInTech movement important to you and if yes, why?
The #womenintech movement holds profound significance for me. With a solid background in science and technology, I have devoted a major part of my professional career to data science. The tech industry has long been predominantly male-dominated, and although I had experienced being the only woman in the room before, it was during my journey with Oova that the stark contrast in perspectives truly hit me. Recognizing the distinctiveness of my viewpoint underscored the significant disadvantage we face in advancing without more women actively participating in these settings. Embracing and inviting women into these conversations is not only essential for our success but also paves the way for exponential leaps forward. It is high time for women to leave their indelible mark on this industry.
What will be the key trends in your industry in the next five years and where do you see them heading?
1. Personalized Health: Women are increasingly seeking personalized approaches to their health, including diagnostics, treatments, and wellness plans tailored to their specific needs. This trend aligns with Oova's focus on providing personalized insights and data-driven recommendations to women through its at-home hormone monitoring test.
2. Digital Health and Telemedicine: The integration of technology and telemedicine in women's health is growing rapidly. Oova fits into this trend by offering a digital solution that combines an at-home testing kit with a smartphone app. The app allows women to track their fertility data, receive instant results, and connect with Oova's expert team for consultations and support.
3. Collaboration with Healthcare Professionals: Collaboration between women and their healthcare providers is crucial. Oova facilitates this trend by allowing women to share their test results and data with their clinical team, enabling more informed discussions and personalized guidance during consultations.
By aligning with these industry trends, Oova offers women a comprehensive solution for tracking their fertility, understanding their hormone levels, and promoting overall wellness. It empowers women to take an active role in their reproductive health and provides them with personalized insights and support throughout their journey.
What is the most important piece of advice you could give to anyone who wants to start a career in this industry?
One of the most valuable pieces of advice I can offer aspiring entrepreneurs is to become a sponge. Immerse yourself in a network of individuals who are wiser and more experienced than you. Surrounding yourself with such individuals will provide you with a wealth of knowledge and insights. Ask questions and genuinely listen to the responses of advisors, mentors, customers, partners, employees, and fellow founders. Seek to understand their perspectives and the reasoning behind them. By actively listening, you will acquire an immense amount of wisdom. Not only will you cultivate an invaluable network, but you will also evolve into a stronger, more capable leader and operator.
Who are three inspirational women in your respective industry you admire? Meena Harris (all-around amazing female founder and investor)
Alicia Jackson - CEO and Founder of Evernow
Ariella Safira - CEO and Founder of REAL
Julia Cheek - CEO and Founder of Everlywell
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This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder, and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship, and diversity. Follow Marija on Twitter @MarijaButkovic and read her stories for Forbes here.