Flo Health has appointed former Remitly executive Rina Hahn as chief marketing officer, bringing a growth-marketing leader into the women's health technology company's next phase of expansion across life stages, with particular focus on perimenopause and consumers aged 40 and above.

The London-based health app company announced Hahn's appointment on August 26, 2026. She brings nearly two decades of experience in digital marketing, customer acquisition, brand and lifecycle marketing. At Remitly, she joined as director of digital marketing, became vice president of growth and later served as CMO. Remitly's 2022 announcement said Hahn led marketing initiatives that helped active customers grow 42% year over year in the first quarter of that year.

Hahn's move comes as Flo broadens its positioning beyond menstrual and fertility tracking toward a wider hormonal-health platform. The company says its product roadmap spans the journey from a user's first period through pregnancy and postpartum care and into perimenopause.

Flo Targets an Older and Broader Consumer Base

The immediate marketing priority appears to be expanding Flo's reach among women aged 40 and above. That puts perimenopause at the center of the company's next customer-acquisition challenge.

Flo has already introduced medically reviewed perimenopause tools. In May, the company said a survey of U.S. women aged 38 to 50 found that 66% felt better prepared for puberty than perimenopause. Separately, a Flo study reported in July that one in three women aged 35 and older were unsure whether they were experiencing perimenopause.

The demographic opportunity is significant. Rather than acquiring users primarily when they begin tracking periods or fertility, Flo is attempting to retain and attract consumers as their health needs change. That requires a different marketing proposition, potentially involving education, trust and clinically grounded information alongside conventional acquisition and retention tactics.

Hahn will oversee brand, social, influencer marketing, paid media, user acquisition and communications. She will also support expansion initiatives planned for the second half of 2026 and beyond.

Women's Health Apps Enter a Larger Market

Flo's expansion comes amid rapid growth in digital women's health. Grand View Research estimates that the global women's health app market will increase from $5.3 billion in 2025 to $6.3 billion in 2026, reaching $23.4 billion by 2033 at a projected 20.5% CAGR. Its analysis identifies Flo alongside competitors and adjacent technology companies including Clue, Glow, Apple, Withings and Natural Cycles.

Other market estimates vary considerably because research firms use different definitions and market boundaries. 360iResearch, for example, estimates a 2026 market of $6.16 billion and projects $17.28 billion by 2032, while IMARC places the 2025 market at $4.9 billion.

Despite the differences, the direction is consistent: women's health apps are moving beyond period tracking into fertility, pregnancy, menopause, chronic-condition management, wearables and broader preventive health.

That expansion is increasing competition between specialist apps and larger technology ecosystems. Apple, Google, wearable platforms and specialist femtech companies can all compete for parts of the same consumer health-data relationship.

Marketing Becomes a Trust and Retention Challenge

Hahn's background is particularly relevant because Flo's challenge is not simply awareness. It is scaling a consumer health platform while maintaining trust in a category where users provide highly sensitive information.

Flo says its medical content is reviewed by more than 100 doctors, scientists and medical experts, while its scientific research program reports more than 22 million research participants and more than 20 scientists.

The company has also faced scrutiny over health-data privacy in the past. Its introduction of Anonymous Mode was designed to separate health information from identifying information, and Flo has highlighted the technology as part of its privacy strategy.

That makes marketing governance unusually important. Claims around health outcomes, personalization and medical credibility can affect both acquisition and long-term brand equity.

For Hahn, the transition from financial services to women's health therefore represents more than a change in industry. At Remitly, her remit included acquisition, brand and lifecycle marketing across a global digital consumer business. At Flo, those same capabilities will operate in a health environment where privacy, scientific evidence and regulatory expectations are much more central to the customer relationship.

Competitive Landscape

The women's health technology market is becoming increasingly segmented.

Clue competes directly in cycle and reproductive health, while Natural Cycles has established a position around fertility awareness and contraception. Larger ecosystems such as Apple Health and wearable companies can incorporate cycle and reproductive-health tracking into broader digital-health experiences.

Flo's differentiation is increasingly tied to breadth and medical positioning. Its current product architecture includes cycle and symptom tracking, fertility and ovulation guidance, pregnancy and postpartum support, educational content and perimenopause tools.

The strategic question is whether a single platform can maintain relevance across such a wide range of life stages without becoming too broad to differentiate.

For marketing, that creates a segmentation problem. A teenager beginning period tracking, a woman trying to conceive and someone navigating perimenopause have very different needs, motivations and acquisition channels. Hahn's role will require Flo to maintain a coherent brand while tailoring messaging and experiences to those audiences.

Market Landscape

Women's health apps are evolving from single-purpose trackers into broader digital health platforms. Smartphone-based services remain the dominant delivery model, while wearables, personalized insights and digital care are expanding the addressable market.

The competitive field now spans specialist femtech companies, consumer technology platforms, digital health providers and wearable ecosystems. As these categories converge, customer acquisition alone is unlikely to be sufficient. Retention, clinical credibility, privacy and product depth are becoming equally important.

Strategic Outlook

Hahn's appointment signals that Flo is entering a more mature marketing phase. The company's next growth opportunity is less about establishing the concept of women's health tracking and more about building a durable consumer platform across multiple stages of life.

Perimenopause provides a particularly important test. Flo has already invested in content, research and product features addressing the category, and Hahn's mandate gives marketing a larger role in bringing those capabilities to an older audience.

The broader challenge will be balancing growth with trust. As women's health apps collect increasingly detailed information, users are likely to scrutinize how their data is handled and how health claims are supported. Companies that combine strong consumer marketing with credible medical and privacy practices may be better positioned as the category matures.

Top Insights

1. Flo is broadening beyond reproductive tracking toward a lifecycle-based women's health platform.
2. Perimenopause is becoming a major growth segment, particularly among women aged 40 and above.
3. Rina Hahn brings direct scaling experience across acquisition, brand and lifecycle marketing from Remitly.
4. Competition is expanding beyond femtech specialists as Apple, wearable companies and digital-health platforms enter adjacent categories.
5. Trust will be a marketing differentiator, given the sensitivity of reproductive and hormonal health data.

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