WoW Woman in FemTech I Jenny Saft, General Manager of Global Markets at Progyny
Jenny Saft is the General Manager of Global Markets at Progyny.
She co-founded and served as CEO of Apryl, a platform designed to help employers provide inclusive fertility benefits for their employees, which was later acquired by Progyny. Before founding Apryl, Jenny held roles in project management and business development at leading companies such as Adyen and Fyber.
Tell us a bit about your background and your projects so far.
I started my career in the corporate world but eventually decided to further my education, so I moved to San Francisco to pursue my MBA. I was immersed in the startup ecosystem and eventually moved back to Europe, where I ended up working for a company that went public a year after I joined, which gave me invaluable experience in high-profile (fin)tech spaces.
By 2019, I was back in Germany. At 32 and single, I made the decision to freeze my eggs. That experience was incredibly challenging and made me want to create a better solution – which resulted in founding Apryl.
After we expanded our platform from Europe to Asia and Latin America, we got in touch with Progyny. We realized we were facing the same challenges and could create a more unique solution together. This year, that vision became a reality with Progyny’s acquisition of Apryl, allowing us to combine our expertise and expand our impact globally in making women’s health accessible and inclusive.
How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?
Neither Tobi, my cofounder, nor I come from a medical background. We started Apryl as a B2C platform for women exploring egg freezing. We partnered with incredible clinics that taught us the ins and outs of the gaps in the patient experience and the different payment options available for those seeking care.
Over time, we realized we didn’t want to focus solely on egg freezing. We looked at successful models in the U.S. and saw the potential to expand into broader women’s health and family-building benefits. While baseline government healthcare coverage in Europe has slowed the adoption of the benefits-provider model, we anticipated its growth, especially in the tech industry.
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? What are your biggest achievements to date?
My biggest accomplishment is building Apryl, which is now Progyny Global. It’s incredibly rewarding to see an idea come to life and have companies pay for it—proving there’s value in what we created.
On a personal level, I feel fortunate in my career. I’ve worked in roles reporting directly to CEOs and, as mentioned above, at companies shortly before they went public. Those experiences prepared me to build and scale Apryl.
What will be the key trends in your industry in the next five years and where do you see them heading?
One major hurdle in Europe is the mindset around employers paying for healthcare, particularly when it comes to family building. There’s often a question of why companies should fund fertility treatments.
However, more employers are recognizing that these benefits are critical for attracting and retaining talent. It’s less about cost savings, like in the United States, and more about DE&I and employee well-being. HR leaders are looking for integrated solutions that address broader healthcare needs, including women’s health. In the next five years, we’ll definitely see more comprehensive platforms emerge, moving beyond isolated benefits offerings.
What is the most important piece of advice you could give to anyone who wants to start a career in this industry?
Start a business because you’re passionate about solving a problem—it gives you resilience. This industry is incredibly purpose-driven, and that’s what keeps you going through the challenges.
At the same time, femtech is still a tough space to scale. Many women start businesses that don’t find product-market fit because of biases in the market. My advice is to think critically about your business model. While it’s easier to secure initial funding, scaling is much harder.
Who are three inspirational women in your respective industry that you admire?
Caroline Mitterdorfer – the co-founder of Levy Health - a clinical decision support software that empowers women's healthcare professionals to treat more (infertility) patients
Andrea Berchowitz - founder of Vira Health - a digital health company focused on improving long-term health for women (menopause)
Ida Tin - co-founder of Clue (and also CEO Audrey Tsang!) - for coining the term femtech and for bringing so much VC attention to women’s health
Connect with Jenny on LinkedIn.
Find out more about Progyny on their website.
If you want to share your story with us and be featured on our WoW Women blog, get in touch.