FROM PREGNANCY+ TO 28X: building on success

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.

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.

WHAT MAKES US
different

CORE leadership

TRUSTED LEADERSHIP

in digital innovation

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.

Amber Vodegel

CEO & CO-FOUNDER

Laurent Maguire

CTO/CDO & CO-FOUNDER

Sally Duckworth

Strategic Advisor

Paul Weston

CPO / Compliance & Regulation

Carmen Lopez

Software engineer - KYAN Media

Duncan Robertson

Senior Developer - KYAN Media

Pete White

Creative Director - KYAN

James Faure

AI / Lead MLOps Engineer

Mary O'Reilly

Strategic Communications & Brand Advisor

Anna Lintowicz

Administrative Assistant

Alessia Battista

Debora Schregardus

Strategic Growth Advisor

Meghna Joshi-von Heyden

Advisor - Health Systems Access and Strengthening

THE 28X MEDICAL BOARD

The 28X Medical Board brings together practising doctors with specialist expertise in women's health, general practice, and NHS clinical leadership. Every insight, article, and health prompt in the app is reviewed by the board before it reaches you, so what you read is grounded in clinical practice, not guesswork.

Mahnur Khan

GP specialising in women’s health across NHS and private care. DFSRH, DRCOG, LOC IUT and LOC SDI accredited

Danielle Keiser

Menstrual Health Expert and Strategic Advisor

Backed by Purpose

28X is proud to be backed by the Philips Foundation, whose mission, improving the lives of 100 million underserved people worldwide, aligns with our own. Together, we’re building public health infrastructure that serves communities, not shareholders. Because healthcare should be a right, not a privilege.

SECURITY

you can trust

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.

THE FUTURE
we're creating

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 EXPERT advisory network

75+ IMPACT

ambassadors

Our ambassadors span healthcare, technology, policy, and advocacy - all passionate about advancing health equity for women globally.

Jeanette Sundberg

Medical Doctor [specialist interest: Women's Health] | Strategic Advisor | Board Member & Trustee, Cancer Support UK

Bavita Rai

Board Trustee of the British Gynaecological Cancer Society

Ruba Abu-Salma

Privacy Advisor

Nichole Garcia

Co-Founder at OrthoFX

Rachael Kim

CEO, The Femtech Salon

Katherine Church

Women’s health and digital health adviser

Dr. Bahaa Eddine Sarroukh

Head of the Philips Foundation

Marieke Flament

Cleo Sham

VP of Growth, Scale AI

Wendy Anderson

Co-Founder, The Case for Her

Dr Mohammad Al-Ubaydli

CEO, Patients know best

Ross Tomkins

Founder, Balmoral Partners

Vin Murria OBE

Chair, CEO. Founder, NED and Investor

Lord David Prior

Senior Advisor

Julia Elliott Brown

Strategic Advisor & Board Chair | Championing Female Founders & Gender Equity in Investment

Desigan Chinniah

John McCormack

CRO, OptumUK

Alexandra Eavis

Chief Product & Technology Officer - Genomics

Sneh Khemka CBE

Exec Director, NEOM | Partner, Archimed Health

Prof Vincent Sai, FCA FRCGP[Hon]

Group CEO & Partner, Modality Partnership

Heather Cook

CEO, Wellmind Health

Elin Haf Davies

Founder & CSO, Aparito a wholly owned subsidiary of Eli Lilly and Company

Raphaël Dénoux

Director of TV Partnerships, Samsung Europe

Seema Bennett

Global VP of Sales, AllBright everywoman

Kate Thompson

CoFounder of BusinessFourZero & NED

Gayle Bowen

Managing Director, Lexham Partners

Baz Moffat

CEO & Co-Founder, The Well HQ