Maven, a virtual provider for women’s and family health, has launched a direct-to-consumer product featuring virtual care, GLP-1, and hormone therapy.
Products are available for cash payment, including specialty care visits where you pay per visit. The goal is to bridge the gap between prescription and follow-up required for GLP-1 and hormone therapy.
“Hormones affect metabolism, metabolism affects mental health, and reproductive history affects all of that,” Maven founder and CEO Kate Ryder said in a press release. “Women don’t experience their health in silos. Maven was built to connect the dots. Now, any woman in the country can seek access to GLP-1 and hormone therapies on demand, along with the guidance they need to manage these therapies with a nuanced understanding of their bodies and goals.”
In April, Maven conducted a survey of female patients between the ages of 30 and 60, as well as healthcare providers who treat women in that age group. The study aimed to understand the gaps in metabolic and hormonal care for women today.
Only 19% of women said hormones are always considered in care related to reproductive life stages. More than half of the women also suspected that two or more of their symptoms were related to the same underlying problem, but were told that this was not the case.
Maven’s research found that nearly 75% of healthcare providers regularly see patients with overlapping hormonal, metabolic, and mental health systems, but only 44% said their training prepared them to connect the dots.
“What women are experiencing is not a series of isolated problems,” Dr. Janelle Dua, Maven Clinic’s associate medical director, said in a press release. “Hormone and metabolic health impact sleep, cardiovascular health, mental health, reproductive health, and overall quality of life. Maven will ultimately enable clinicians to care for women in a way that reflects how their bodies actually function.”
Additionally, of the one-quarter of women surveyed who had ever used GLP-1 or hormone therapy, more than one-third said they had limited or no follow-up. At the same time, 4 out of 10 healthcare providers reported that they do not have enough time to adequately support patients after prescribing GLP-1.
Additionally, more than half of women have been fired from their health care provider, and nearly half report seeing two or more health care providers in the past year for reproductive health-related care.
Half of the women surveyed said their health care experience would be most improved by a health care provider who understood their overall health, and one-third said better collaboration between health care providers would be helpful. Similarly, more than one-third of providers agreed that what women in this age group need most from the system is a single, integrated care model.
March 11, 2026
Maven Clinic launches DTC division focused on GLP-1, hormone care
Maven, a virtual provider for women and family health, launches direct-to-consumer platform in the U.S.
The waiting list is open and a beta version is expected to be released in late March. Starting this spring, Maven’s consumer platform will offer three key services: Virtual Specialty Care, GLP-1 Care, and Hormone Care. GLP-1 care is a monthly subscription, hormone care is a one-time fee, and all other services are paid per visit.
Detailed pricing will be shared in May, and Maven will seek payer partners who can implement the accommodations in their networks.
“As consumer health advertising overtakes social media, we have seen hormones promoted as a panacea, without the rigor needed to personalize hormone care in the ways that are most likely to be effective,” Maven founder and CEO Kate Ryder wrote in a blog post on Wednesday. “Personalized care is the only way to achieve that.”
Adding to GLP-1, Rider wrote, “The GLP-1 protocol is similarly complex, with extensive use of one-size-fits-all marketing.” Weight loss drugs are one of the “most exciting medical advances” and have a fundamental impact on metabolic health, Rider wrote.
Maven prescribes only FDA-approved brand name weight loss drugs and operates on the belief that compounded drugs are less safe. Maven hopes that, over time and more research, branded drugs will cover the entire spectrum of women’s reproductive health.
Within Maven’s employer fertility benefits, some fertility clinic partners have brought GLP-1 formulations in-house due to its impact on PCOS. In 2021, about 2% to 3% of PCOS patients were prescribed GLP-1, Ryder said. Today, that number stands at 17% to 18%.
Enterprise Maven members already have access to Maven’s core clinical programs, including Fertility and Family Building, Obstetrics and Newborn Care, Pediatrics, and Midlife Health. Most Maven Enterprise members also have access to hormonal support, including visits from a clinician already trained in menopause and hormone replacement therapy. With the DTC offering, Maven hopes to build a way for employers to sponsor GLP-1 care on Maven. Employers and health insurance companies will be able to add these services to their members starting in 2027.
Employers are spending more on women’s and family health, but employees aren’t necessarily feeling it, a recent Maven study found. Employers reported that health benefits provided to women and families increased by an average of 39% year over year, but the percentage of employees who felt the benefits supported them “very much” decreased by an average of 10%. The gap between what is being delivered and what employees feel is due to a lack of thoughtful integration, executives previously told Fierce Healthcare.
Eleven years ago, Maven launched as a virtual DTC clinic focused on women’s health. But, as Ryder wrote in the post, “We were too early. This was pre-coronavirus, and virtual care coverage was almost non-existent.” So Maven pivoted, working with employers and health plans to reach 28 million insured people worldwide. The company built high-risk programs and integrated benefits, taking financial risk on fertility and birth outcomes.
Maven has continually expanded its services. In February, Maven announced a partnership with Color Health to expand access to cancer fertility treatments, helping patients of childbearing age in the cancer journey understand and maintain their fertility options. Last fall, the company expanded its obstetric care program with remote monitoring to identify risks early and added a NICU program to help get babies home sooner. We also rolled out cycle trackers to fertility and family building members to alert them to possible abnormalities and recommended appointments with Maven specialists to determine potential underlying diagnoses.
“The future of consumer health is about more than just more tools,” Ryder wrote in a blog post. “We are paving the way for a new clinical model that is rigorous, deeply integrated, and accessible to all women.”
