Joanna Strober’s path to founding Midi Health began with her own struggle to find competent care for menopause. In her 40s, Strober was balancing a demanding career while dealing with a host of symptoms — hot flashes, sleepless nights, mood swings — that were disrupting her life. It took her a year to find a provider, and by the time she did, the waitlist was another six months. Within two weeks of starting treatment, her symptoms improved dramatically. The experience left her wondering why such care was so difficult to access, especially when it was both effective and safe.
“I really feel strongly that menopause care is an issue of equity,” Strober said. “Women have the right to expert care.”
In 2021, she founded Midi Health, a virtual clinic designed to make perimenopause and menopause care accessible, affordable, and covered by insurance. Today, the company operates in all 50 states, employs hundreds of providers, and partners with major health systems and Fortune 100 employers. Its model combines virtual visits, personalized treatment plans, and insurance coverage — a combination Strober says has been missing from women’s health for decades.
The stakes are significant. The CDC estimates that 75 million women in the U.S. are in perimenopause, menopause, or post-menopause, yet only 30 percent of U.S. medical residency programs offer formal training in menopause care. As a result, 80 percent of OB-GYN residents feel unprepared to treat it. This lack of expertise translates into diminished quality of life for women, with symptoms that can interfere with relationships, mental health, and careers. Strober cites research showing that more than half of women avoid seeking promotions or raises due to symptoms, and 10 percent leave the workforce entirely — losses she believes are entirely preventable with proper care.
Midi’s mission has resonated widely. In April 2025, the company closed a $60 million Series B funding round led by Laurene Powell Jobs’ Emerson Collective, with participation from GV, Alphabet’s venture arm. Strober says the investment will help expand insurance partnerships, hire 150 additional specialists, and scale operations to serve over a million women annually by 2029.
For Strober, the company is not just about medical treatment, but about changing the conversation around menopause. She has launched public discussions, including an Instagram series interviewing her mother and daughter about their own experiences, in hopes of normalizing these conversations across generations and workplaces. “Men care about the women they love,” Strober said. “When those women are frustrated or sad or not sleeping or having anxiety, it impacts the entire family.”
Her vision extends beyond fertility-focused care to a more comprehensive approach to women’s health. “We are more than our fertility,” Strober said. “We deserve care for our whole health.”
With Midi, she hopes to prove that when midlife women have the support they need, the benefits ripple outward — to their families, workplaces, and communities.
