For decades, conversations about women’s health have centered on fertility, pregnancy, and maternal care. Yet, for nearly half the population, the stage that comes after—the transition through perimenopause and menopause—remains one of the least understood and least supported phases of life. Symptoms like hot flashes, insomnia, brain fog, anxiety, weight fluctuations, and decreased libido are frequently minimized or dismissed. The consequences are far-reaching. Women in their forties and fifties, often at the height of their careers, find themselves battling exhaustion and mood changes that make it harder to focus and perform. Relationships suffer, productivity wanes, and mental health is compromised. Beyond the day-to-day struggles, unaddressed hormonal changes can increase long-term risks of osteoporosis, cardiovascular disease, and metabolic issues.

Traditional healthcare has rarely addressed this need with the seriousness it deserves. Primary care physicians may lack specialized training in hormone therapy, and OB-GYNs are often overwhelmed with reproductive and surgical care, leaving little time to focus on midlife wellness. The result? Women are too often left to navigate this transformative stage alone, forced to cobble together solutions or endure the discomfort in silence. Into this gap steps Midi Health, Inc., a company determined to change the trajectory of midlife healthcare for women by making hormone therapy and holistic support accessible, affordable, and truly patient-centered.

A Model Built Around Women’s Realities
Midi Health operates as a virtual healthcare provider dedicated exclusively to women in midlife. Its model is designed to remove barriers to care, replacing outdated approaches with proactive, empathetic solutions. Patients begin their journey with a virtual consultation where clinicians—specifically trained in perimenopause and menopause—take the time to understand symptoms, medical history, and lifestyle. From there, personalized treatment plans are crafted. Hormone replacement therapy (HRT) is often central to these plans, delivered in forms that include patches, pills, creams, or vaginal rings. Importantly, therapy doesn’t end with a single prescription. Midi emphasizes an iterative approach, carefully adjusting dosage and form until patients achieve meaningful relief.

Unlike many boutique telehealth providers that operate outside of insurance networks, Midi has made accessibility a cornerstone of its model. By working with major insurance providers, it ensures that visits and treatments are often covered, reducing financial barriers and expanding access to care for a broader population. But Midi’s care extends beyond hormone prescriptions. The company also supports women with strategies for sleep, weight management, mood regulation, sexual health, and overall vitality. In doing so, it acknowledges what women have long known: that menopause is not a single symptom or condition, but a multi-faceted life transition requiring holistic care.

At the helm of Midi Health is Co-Founder and CEO Joanna Strober, whose personal experience navigating perimenopause sparked the company’s creation. “I didn’t even know the word perimenopause when I was deep in it,” Joanna recalls. “It started with hot flashes in my mid-forties, and by forty-seven, I stopped sleeping. Insomnia had never been a problem for me. The next day I would be exhausted and crabby.” Her frustration grew as she realized how little guidance was available. Effective treatments existed, yet accessing them required persistence, privilege, and luck. For Joanna, the turning point came when she experienced the transformative effect of hormone therapy herself. “Looking back, I now see how hormone transition affected not just my sleep, but also my energy, weight, mood, sex life—and how all of it improved with treatment,” she explains.

The realization that such effective solutions were hidden from so many women lit the fire for what would become Midi Health. As she spoke to friends and colleagues, Joanna saw a pattern repeating itself across boardrooms and households alike. “My friends—amazing, ambitious women going full speed ahead—were getting derailed in their lives and careers. They were downsizing rather than upsizing, because they felt worn out from dealing with symptoms. Now I realize this lack of care is an issue of equity.” Her words frame Midi’s mission as more than medical—it is about fairness, opportunity, and respect for women navigating one of life’s most challenging transitions.

Changing the Landscape of Hormone Therapy
Hormone replacement therapy has a complicated history. In 2002, the Women’s Health Initiative study raised alarms about potential risks, leading to widespread fear and a sharp decline in HRT usage. Yet subsequent research has shown that, when appropriately prescribed and monitored, HRT is safe and highly effective for many women, especially those under 60 or within a decade of menopause onset. Despite these findings, stigma and misinformation linger. Many physicians remain cautious, and many women hesitate to seek treatment. Midi is working to shift this narrative by educating both patients and providers, grounding its protocols in up-to-date clinical guidelines, and emphasizing personalized care over blanket approaches. In practice, this means that Midi’s clinicians evaluate each woman individually, weighing personal risk factors and tailoring treatment accordingly. This nuanced approach helps rebuild trust in hormone therapy and offers women evidence-based care with empathy at its core.

While hormone therapy remains central, Midi Health’s ambitions extend further. The launch of its AgeWell program signals a commitment to integrating longevity and preventive health into midlife care. Through this program, women receive annual screenings, diagnostic testing, and tailored wellness plans—all paired with access to hormone therapy when appropriate. Crucially, AgeWell is structured to be covered by insurance. By avoiding the boutique, cash-only model often associated with “longevity clinics,” Midi is ensuring that extended healthspan is not a luxury, but a standard part of women’s healthcare. This democratization of access marks a pivotal shift in how midlife wellness is framed and delivered.

For the women who have sought care through Midi, the results speak for themselves. Many describe dramatic improvements in quality of life: hot flashes subsiding within weeks, restful sleep returning after years of insomnia, and energy levels rising enough to re-engage fully with work and family life. The company has already served hundreds of thousands of women across the United States, a scale that demonstrates both the immense demand and the power of its model. For employers, insurers, and health systems, the message is clear: supporting women through midlife transitions is not just compassionate, but also economically prudent. Healthier, more energized women are more productive, engaged, and able to continue contributing to their communities and workplaces.

The Road Ahead
Despite its momentum, Midi faces challenges. Insurance coverage remains uneven, and access for women reliant on Medicaid or Medicare is still limited. Geographic and technological barriers mean that women in rural or underserved areas may not yet benefit from virtual care. And cultural stigma around menopause continues to discourage open discussion. Addressing these challenges will require ongoing advocacy, partnerships, and innovation. Yet Midi has already shown an ability to adapt and grow. With strong leadership, a mission rooted in equity, and a model designed to scale, the company is well-positioned to lead the next era of women’s healthcare.

For generations, women entering midlife were told to “wait it out,” to endure discomfort as a natural part of aging. Midi Health rejects that outdated narrative. Instead, it envisions a future where midlife is not synonymous with decline but with renewal, energy, and possibility. Through accessible hormone therapy, holistic support, and programs like AgeWell, the company is reframing midlife as a stage of empowerment. For Joanna and her team, the mission is clear: women should not just survive this chapter—they should thrive in it. As Joanna puts it: “We want you to live the best life that you can during that time, and that’s what we’re here to partner with you to do.” That statement captures both the heart of Midi’s philosophy and its promise. With empathy, science, and determination, Midi Health is changing what it means to grow older—and ensuring that women never have to walk that path alone.