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Amber Vodegel set out to create something meaningful:
trusted, accessible health information for women during the most transformative times of their lives.
Pregnancy+ became proof that when women have access to supportive technology built with care, the impact is profound. With 150 million users across the globe, it showed what was possible when privacy, accuracy, and accessibility came first.
This success revealed an incredible opportunity. Women everywhere deserved the same level of thoughtful, respectful technology for all aspects of their health journey.
28X exists because every woman deserves access to health education that celebrates her body and supports her choices.
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Laurent Maguire
has spent over two decades designing and building digital experiences for some of the world’s most recognised brands, from ITV and Wella to the Premier League and beyond. Throughout his career, he’s been driven by a belief that technology should make life better, not just more connected.
In recent years, Laurent’s focus has turned to digital health. Creating products that genuinely improve people’s lives. He believes health technology must be held to a higher standard: one that puts people, not profit, at the centre. Selling data has no place in healthcare, and building trust through privacy, transparency, and empathy should be the foundation of every product.
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28X is led by a lean, mission-driven team with deep expertise across women's health, digital innovation, and clinical engagement. App development is led by KYAN Media, our digital agency in Guildford, UK, with over 40 specialists across design, engineering, and strategy.
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As Founder of one of the largest global Health Apps, Amber's expertise lies in developing and scaling B2C platforms and AI strategy. Amber founded ‘Pregnancy+’, her flagship application that was bootstrapped until its acquisition by Philips. Powered by ML and deep analytics, Pregnancy+ evolved into the world’s leading pregnancy app, growing to over 150 million users globally. A testament to her ability to scale health apps to meet the needs of millions. Amber is now launching a new venture, dedicated to period and cycle education. A free-to-use, privacy-safe platform that brings essential menstrual health knowledge at scale to users worldwide. With the goal to support 100 million MAU (in 100+ countries and covering 25 languages).
Laurent Maguire has spent over two decades designing and building digital experiences for some of the world’s most recognised brands, from ITV and Wella to the Premier League and beyond. Throughout his career, he’s been driven by a belief that technology should make life better, not just more connected.In recent years, Laurent’s focus has turned to digital health. Creating products that genuinely improve people’s lives. He believes health technology must be held to a higher standard: one that puts people, not profit, at the centre. Selling data has no place in healthcare, and building trust through privacy, transparency, and empathy should be the foundation of every product.
Sally is an accomplished business executive with extensive experience across C-suite leadership, chairmanship, and venture capital, specialising in early- and growth-stage technology companies.She began her career qualifying as an ACA with Price Waterhouse before moving into investment banking at JP Morgan. Her passion for innovation led her to Quester Capital Management, where she focused on early-stage technology investments.Sally went on to co-found an angel investment network and has since held multiple C-suite and Non-Executive Director roles on the boards of early-stage technology ventures and venture capital funds.She holds an MSc in Environmental Technology from Imperial College London and an MSc in Applied Neuroscience from King’s College London. Sally currently serves as a Non-Executive Director on several publicly listed company boards.
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Paul, with over six years of HealthTech experience, has contributed to the development high-quality digital health products, including Tiny Medical Apps' Digital Health Passport, used across 10 NHS Integrated Care Boards to aid young people with long-term conditions. As Chief Operating Officer, he ensured alignment with governance frameworks (DTAC, NHS LPP) to facilitate NHS scaling. At ORCHA Health, as Review and Accreditations Director, Paul managed the assessment of over 4,000 digital health solutions annually and launched assessment products in the UK, US and EU. He advises Tiny Medical Apps and SEHTA’s 1,500 members. Paul contributes as a recognised international expert with ISO and BSI on AI in healthcare and health informatics, ensuring a strong focus on quality and ethics.
Dr Temi Akitikori is a doctor and healthcare leader with a deep expertise in women's health, healthcare delivery, and addressing health inequalities. She served as Programme Clinical Lead for EPR/EHR at the NHS, where she combined her role as a doctor and Chief Strategy Officer with her passion for women's health technology. As an MSE Innovation Fellow, Temi is dedicated to making healthcare equitable, safe, and sustainable through human-centred design and digital transformation. She advocates for iterative practices to enhance healthcare outcomes and value, believing that digital innovation is the future of healthcare.
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Carmen is an award-winning software engineer and KYAN’s go-to React Native expert, and is leading the development on 28X. With over 8 years’ experience building complex applications in Ruby on Rails and React Native, Carmen brings technical precision and creative problem-solving to everything she touches. A standout team player and recognised winner of KYAN’s 'The Ronaldo' award, Carmen has led high-profile projects including KYAN’s first commercial AI product. She’s known for her ability to balance elegant code with clear client communication and mentorship of junior engineers. At 28X, Carmen leads front-end development of the privacy-first, AI-powered menstrual health app. Her leadership as a woman in engineering reflects the project’s mission: inclusive innovation driven by technical excellence and diverse voices.
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Duncan is a highly experienced full-stack developer with over two decades of expertise in building client and server-side applications across web, desktop and mobile. As Senior Developer on the 28X Digital Twin, Duncan brings a powerful mix of technical depth and creative problem-solving, shaped by previous roles at the BBC R&D and over 12 years at KYAN. His background spans Ruby on Rails, JavaScript, mobile development, and emerging web technologies, with a long-standing passion for building innovative solutions from the ground up. Duncan has architected and delivered public-facing platforms, internal tools, and rich applications for a wide range of users and sectors. At 28X, he plays a key role in backend development and systems architecture, ensuring scalable, privacy-first performance that supports user’s health needs with technical integrity and innovation.
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Pete is an award-winning Creative Director with over 14 years of experience designing impactful digital experiences across health, sport, entertainment, and finance. He has led creative work for global brands including Nike, MINI, Google, Oculus, Netflix, NBC Universal, Virgin,Heineken, Nissan, BBC, Premier League, Chelsea FC, Cancer Research UK, NatWest, Worldpay, and the NFL. As a creative Director at KYAN, Pete specialises in blending brand, UX, and storytelling into cohesive, user-first design. His skills span mobile and web design, interaction design, branding, motion, and rapid prototyping. At 28X, Pete leads the creative vision for the AI-powered Digital Twin for Menstrual Health, translating complex health journeys into intuitive, inclusive, and empowering digital experiences.
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James is the founder of Clairo AI, a company on a mission to transform work through, ethical, fully-private, power neutral AI Agents that amplify human creativity. James started his career as a deep learning engineer solving problems in South African public hospitals by building computer vision systems for diagnosing health issues on X-Rays. He also has worked as a Machine Learning Engineer in various companies in London, including Parent Sense, Calligo and CX Studio. James also servers as a strategist at Atadgen, providing expertise to executive teams.
Mary is a senior communications and brand leader in the health and wellbeing sector, most recently serving as Chief Communications Officer at Nuffield Health. There, she helped shape national conversations around prevention, wellbeing and access to care, partnering with clinicians, policymakers and organisations including the Football Association to drive meaningful change. Mary has also led communications for some of the world’s most recognised brands, including the BBC and Fremantle, home to global entertainment hits such as Idols, The X Factor and Got Talent. Passionate about closing the women’s health gap, Mary is committed to empowering women with the tools, knowledge and confidence to take control of their health. She believes that access to simple, engaging and evidence-based information can help women make informed choices and lead healthier, more fulfilled lives.
Danielle is a globally-recognised expert in menstrual health that helps companies, organisations and individuals internalise the practical wisdom of the menstrual cycle. As a Founder, Consultant, Advisor and Coach, over the last 13 years she has played a major role in shaping the language and framing of the global menstrual movement by launching International Menstrual Hygiene Day (28 May), founding the Menstrual Health Hub (acquired in 2022) and co-authoring the official definition of menstrual health in 2021. Danielle has led global collective impact initiatives with UNICEF and The Global Menstrual Collective, as well as period-related projects with clients such as Johnson & Johnson, Essity, The Body Shop, Flo, The Fibroid Foundation and the Wikimedia Foundation. As of late, her focus has expanded beyond global advocacy to hormonal health, cyclical wellness and perimenopause preparation to support individuals' desires to thrive.
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Anna Lintowicz is the Personal Assistant to Amber Vodegel at 28X. She manages Amber’s inbox and schedule, provides administrative and bookkeeping support, and ensures smooth day-to-day coordination across the team.
Alessia is a startup operator with experience driving operational excellence and strategic growth across high-performing organisations. She has partnered with founders and C-suite leaders to scale teams, optimise systems, and deliver sustainable business outcomes in dynamic, fast-paced environments. Alongside her operational career, she is the founder of a health and wellness brand and a certified Integrative Health Coach. Combining operational rigour with a deep passion for wellbeing, she supports businesses in the wellness sector to grow with purpose, innovation, and long-term impact.
Our privacy-first approach is designed to align with international best-practice standards for clinical safety, data protection, technical security, usability and accessibility including NHS, HIPPA and ISO.
Do we really need another app?
Probably not. But we urgently need better women’s health infrastructure for the future. Where others see users to monetise, we see people to serve.
Where they build paywalls, we build access.
Where they store data in clouds, we keep it safely on your device.
Where they optimise for investors, we optimise for impact.
28X isn’t just an app, it’s proof that technology can serve humanity without exploiting it. A new blueprint for digital health: ethical, inclusive, and built on trust.
Women’s Health is better on 28X.
Our ambassadors span healthcare, technology, policy, and advocacy - all passionate about advancing health equity for women globally.
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Baz is a former elite Team GB rower turned women’s health pioneer, now CEO and Co-Founder of The Well HQ, a consultancy transforming how female health is understood and supported in sport and beyond. With over 20 years’ experience in health, fitness, and high-performance environments, Baz is a leading voice in the women’s health movement, advocating to close the gender gap and drive meaningful change for women in sport and beyond.
Gayle is Managing Director at Lexham Partners and a seasoned corporate finance and private equity specialist with over 25 years’ experience, including a decade in venture capital. She is an active investor and has advised businesses on MBOs, fundraising, M&A, and disposals, and held senior roles driving profitable growth, including Interim CFO at Ito World and Finance Director and Investment Director at Wealth Club. She is also Trustee at Alacrity Global, part of Sir Terry Matthews incubator and family office.
Kate is an exited entrepreneur, NED and behavioural scientist (MSc, Gaabs) working to close the mental wellbeing gap and tackle gender inequality. She advises organisations including The King’s Trust, City of London Corporation, Everywoman, LSE, Deep Science Ventures and Tech She Can, and serves as a UN Women UK Delegate and Visiting Lecturer at King’s College London.
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Seema is the Global VP of Corporate Sales at AllBright everywoman, a leading global organisation advancing women in business. With over a decade in learning and development and 30 years in leadership roles, she helps companies deliver impactful gender diversity strategies and build inclusive workplaces. Seema also serves as a mentor, Trustee of the Dove Foundation for global change, Chair of the SPC and Advisory Board Member at the Diversity Economics Institute.
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Raphaël is a technology and innovation leader passionate about building ecosystems that drive transformation across sectors. With over 15 years’ experience in global partnerships, Raphaël also mentors startups and champions LGBTQ+ inclusion and social mobility within the tech community.
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Elin Haf is the Founder and CSO of Aparito, a digital health company revolutionising clinical trials for life-limiting diseases. A former Children’s Nurse turned entrepreneur, she combines her clinical, academic, and regulatory expertise with a passion for patient-centred innovation.
Heather is a leading voice in digital health innovation with over 25 years of experience driving large-scale transformation across health and social care. She serves on NHSE’s Commercial Advisory Board and TechUK’s Board of Directors, advising organisations on scaling digital health solutions and shaping the future of patient access to technology.
Prof Sai leads the UK’s largest NHS GP super-partnership providing primary care and community services that reaches over 12 million citizens. A Fellow Chartered Accountant and Honorary Fellow of the RCGP, he drives innovation in primary care, digital transformation, and integrated healthcare. He also leads Pathfinder Healthcare Developments CIC, Executive Dean of Pathfinder Academy, and Honorary Professor of Practice at UCL’s Global Business School for Health.
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Sneh is a globally experienced healthcare leader, surgeon, and entrepreneur who has led high-growth teams across multiple continents. Currently leading NEOM’s next-generation healthcare ecosystem and serving as Venture Partner at Archimed Health, he’s passionate about transforming health systems through innovation and impact at scale.
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Alexandra is Chief Product & Technology Officer at Genomics, leading the UK’s most advanced genomic intelligence platform. A serial healthtech entrepreneur and former product leader at EMIS Group, she also serves as Vice Chair of TechUK’s Health and Social Care Council and on the Upliift Healthcare Advisory Board.
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John is an accomplished business and sales leader with board-level experience and a proven track record in driving strategic growth and transformation. Currently Chief Revenue Officer at Optum UK, he brings expertise across health tech, data, and innovation, serving as a NED, advisor, and investor to organisations shaping the future of healthcare.
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Dees is a creative technologist, investor, and advisor with two decades in tech across companies like Mozilla, PayPal, eBay, and the BBC. A venture partner at Madica, Mozilla Ventures, and Ventures Platform, he backs diverse and underestimated founders while advising organisations shaping the future of privacy, open tech, and innovation.
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Julia Elliott Brown is a Strategic Advisor and Board Chair, championing female founders and gender equity in investment. With over 25 years’ experience in high-growth ventures, she supports founders and boards to unlock sustainable growth and build strong, purpose-led businesses. She’s passionate about creating a more inclusive investment ecosystem where women can thrive.
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Lord David Prior is former Chair of NHS England and Minister for Health. With decades of leadership across healthcare, policy, and business, he now advises on global healthcare and life sciences strategy.
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Vin Murria OBE is a serial tech entrepreneur and investor having grown many successful businesses. In 2008 she founded Advanced Computer Software which was sold in 2014 for $1bn and currently serves as Executive Chair of ADVT plc and as a NED at Bunzl plc. Vin is a leading advocate for women in business and education through PS Foundation, a charity she founded in 2014.
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Ross is a healthcare entrepreneur and founder of Balmoral Partners, a global group spanning men’s health, medical supplies, and care services. With over 25 years of experience and 20+ acquisitions, he is passionate about innovation, leadership, and improving global health outcomes.
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Mohammed is the CEO of Patients Know Best, Europe’s largest personal health records platform. A physician, programmer, and patient, he champions data-driven, person-centred healthcare. The author of six books, he is currently writing Personal Health Records for Governments.
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Wendy is the Co-founder and Investing Partner at The Case for Her, leveraging capital and advocacy to address underfunded women’s health issues. With over a decade in financial services before transitioning to impact investing, she also serves on the boards of Be Girl, The Sanitation and Hygiene Fund, Greenwood Place, and The Center for Intimacy Justice.
Cleo is VP of Growth at Scale AI, based in San Francisco. Formerly a Partner at Stride.VC, she has built and led teams at Uber across China and EMEA, served as COO of Spotahome, and started a career at McKinsey Asia and BAML Hong Kong. A 3x founder and angel investor in 30+ startups, Cleo brings deep experience in scaling businesses, investing in innovation, and driving global growth.
Marieke is a 2x CEO turned angel investor, advisor, and board member focused on the intersection of AI, blockchain, and clean energy. Co-author of Euro Stable Watch, she invests in the infrastructure powering a fair, sustainable, and decentralised digital economy,driven by the belief that optimism is a force multiplier.
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Dr. Bahaa Eddine Sarroukh is Head of the Philips Foundation, leading global impact investments and strategic grants to expand access to healthcare in underserved communities. With over two decades of experience in healthcare innovation and social entrepreneurship, he has held senior roles with the United Nations and Philips, forging high-impact partnerships that deliver scalable, inclusive health solutions worldwide.
Katherine is a digital executive and women-in-tech evangelist with deep expertise in leading large-scale digital transformation across health and innovation sectors. A former NHS Chief Digital Officer, she is now a women’s health strategic adviser, influencing policy at a national level. She advises Femtech start ups, champions gender parity and is a passionate advocate for women in all spheres.
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Rachael is a femtech entrepreneur, investor, and ecosystem builder focused on advancing equity and innovation. She founded The Femtech Salon, an international event series amplifying diverse femtech founders, and champions inclusive investment models for emerging markets and community generational wealth.
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Nichole is the Co-Founder of OrthoFX and Managing Director at Silicon Valley Capital, driving innovation and investment across health and technology. A founding board member of the Oxford Venture Fund, she has led global brands including Invisalign and Philips Sonicare and earned degrees from UCLA, Pepperdine, and Oxford University.
Ruba is an Assistant Professor of Computer Science at King’s College London, affiliated with the Cybersecurity and Human-Centered Computing Groups. Her research focuses on enhancing privacy and safety decision-making on mobile phones, especially for vulnerable populations. Ruba's interdisciplinary work is widely published and featured in top-tier venues and media outlets. She held postdoctoral roles at UC Berkeley and INRIA. Ruba earned her PhD from University College London, where she specialised in user-centred privacy-enhancing technologies, and holds an M.Sc. in Information Security from UCL and a B.Sc. (Hons) in Computer Engineering from the American University of Sharjah.
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Bavita is a solicitor with over 20 years of leadership experience in the insurance sector, specialising in growth strategy and business transformation. She also serves as a Board Trustee of the British Gynaecological Cancer Society, supporting innovation and awareness in women’s health.
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Dr. Jeanette Sundberg is a physician with a specialist interest in women’s health. With an INSEAD MBA and medical qualifications (MBBS, MRCGP, DRCOG), she bridges clinical expertise and strategy to drive healthcare innovation. She serves as a Board Member at Cancer Support UK, serves as strategic growth advisor to several healthcare startups, serves as an occasional angel investor, and is an international speaker.
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