Words By Peta

Copywriter

Feel Fit Ltd

Contributing Writer

Does your start-up website sound like everyone else's? I help you stand out by uncovering exactly what your audience need to hear. Copywriter and Messaging Strategist for Health and Wellbeing Startups.

The startup world is crowded.

There's a new app launching every 5 minutes, and they're all trying to tap into that perfect product/market fit.

You want to appeal to investors. 
You want to be seen as an authority by your growing audience.
You want longevity, and a smooth path to market.

You don't want to sound like everyone else.

Which is where I come in.

With experience helping founders and their teams to navigate the murky waters of messaging, I weave your values through your marketing and help you find the perfect audience, message, and brand voice. One that makes you sound unique and authentic.

And my empathy-led message strategy brings you a more engaged customer base: people who will shout from the rooftops about your product and all the wonderful things it’s done for them. So, basically free advertising.

Together we can:
 – Create the pitch deck that VCs will jump at
 - Cut through your million ideas and nail down a brand voice that makes sense.
 - Develop a messaging strategy that sees your clients as real people
 – Craft a website that announces your genius to the world (while bolstering your credibility)
 - Make your app copy less clunky, and more compelling
 
#startups #saas #ecommerce #healthandwellnessstartups #healthandwellbeing #healthandwellness #founders #femalefounder #startuplife

https://www.wordsbypeta.com/

Peta O'Brien-Day

Maaike is an entrepreneur, board member, public speaker, change catalyst and former C-suite executive based in Hong Kong. 20 years of business leadership in financial services and technology, having lived and held C-suite positions across Asia with Fortis Bank, ABN Amro and Commonwealth Bank of Australia in Singapore, Shanghai and Hong Kong. 

In 2018, she co-founded and led the HK Fintech Association and the HK Women Chief Executive Network, two collectives fostering meaningful networking and collaboration. Her first major pivot took place in 2019, when she took on a more tech-orientated role at Visa as General Manager for Visa Hong Kong & Macau. Under her leadership, Visa introduced several major innovations, including a partnership deal with digital banking outlet Airwallex and ZA Bank. 

Maaike is a fervent advocate for Equality, Inclusion and Tech - she believes that technology can be a potent force for good and democratize the mental, physical & financial well-being of both men and women. 

Following her passion and her desire to close the gender gap, Maaike pivoted to women’s health and Femtech in 2023, a category of products and services that use technology to support the health and wellbeing of women. 

She launched Femtech Future Limited, an advisory firm that consults to Femtech companies and large corporates from different industries. Its focus is twofold: advising on practical & pragmatic ways to integrate women’s health into the workplace and educating leaders on the topics of Femtech and Innovation in Women’s Health. She is also the co-founder of Women's Health in Focus Summit and The Health Suite. 

Maaike is a leading voice on Femtech in Asia, a region where Femtech and women’s health is underserved, underfunded, under researched and at times, a taboo topic.

Maaike has won numerous awards, including Prestige Women of Power 2025, Jessica Women in Tech Award 2024 and Harper’s Bazaar Inspirational Women Award 2023. 

Her public engagements include topics like Leadership, Transformation, the Gender Health Gap, Femtech and the Female Economy, which she tackles in an engaging, entertaining and at times unconventional ways.

Maaike volunteers her time to charity and currently sits on the Board of Splash Foundation, a Hong Kong based NGO teaching domestic workers and underprivileged families how to swim and International Women’s Forum Hong Kong. 

Maaike Steinebach

On Sunday I will be running the 10k in the 2026 Standard Chartered Marathon in Hong Kong to raise funds for The Women's Foundation a proud charity partner of the Marathon. 

I am a swimmer, not a runner and last time I ran 10k was in 2018. But progress never happens in the comfort zone so here I am 😅😅😅. 

All funds will go towards supporting gender equality and will help women and girls in Hong Kong move from the classroom to the boardroom with confidence and opportunity. 

Your contribution will help amplify the change our community can make together. And give me a little boost to the finish line. Thank you 🙏🏻. 

If you would like to donate - you can use below link ⬇️

https://lnkd.in/gWSzaAd4

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Exactly a week I had the pleasure to run 🏃‍♀️ 10k in the Standard Chartered marathon in Hong Kong to raise funds for The Women's Foundation. 

Hong Kong showed up at its best - 74,000 runners, amazing organisation, glorious weather ☀️ and spectacular views 🏙️. 

Hong Kong 🇭🇰 does not get any better than this 🥰. Thank you to everyone who donated and cheered. 

It’s wild to see how many Hong Kongers are focused and interested in health and wellbeing - 120,000 people signed up for a ticket and organisers are thinking a two day event next year. 

There is an incredible opportunity for any organisation to support their employees in improving their healthspan! Get in touch if you want to explore how FemTech Future Limited can help! 

Next year half marathon? Nope. But will do more running - it’s incredible how meditative and cathartic running outdoors is 💪. And think it’s not for you? Just give it a shot, start slow and just put one foot in front of the other 😌. 

Happy Sunday 🌻💛🙏🏻

Amazing to be recognised by the wonderful Women of Wearables (wearables, health tech & femtech) Anja Streicher Marija Butkovic 👏 as a trail blazing leader in women’s health and femtech 2025 together with Sophie van Dijk for our work at FemTechNL.

What an honour to be on this list for the third year with incredible changemakers! Congratulations to everyone 🥂 working hard in women’s health and femtech. 

It’s been a wonderful new project building the Dutch 🇳🇱 Femtech / Women’s Health Ecosystem with Sophie, Stephanie Pot , Boryana Boteva, CMA and Bianca Glang, MSc. and connecting this community with the rest of the world. 

The ecosystem has been activated and we cannot wait to see where it will go 🚀. 

https://lnkd.in/g43mHRTg

Following my LinkedIn post from yesterday there are some amazing women’s health companies raising at the moment 

💥 a new medtech company that is making IVF more affordable for low income families through the use of IVC.

💥 a women’s health platform that supports women and families on their reproductive health journey through a hybrid of telemedicine, physical consultations and an app.

💥 an innovative platform that supports clinicians with quicker and more accurate review of test results through the use of Ai. 

💥 a B2B platform to promote health literacy in the workplace.

Get in touch if you are an Angel Investor or Family office and interested in investing in one of the fastest areas of innovation. 

The opportunity is now!

🚀 Women’s Health Isn’t “Emerging”—It’s Already a $100B+ Exit Market  

For too long, women’s health has been miscategorized as niche or limited to reproductive care. But new data flips that narrative on its head.  

The groundbreaking "Follow the Exits” report by AOA Dx reveals:  
✅ $100B+ in exits since 2000—with nearly half occurring in just the last 5 years  
✅ 27 billion-dollar exits, including record-breaking deals in diagnostics, oncology, and menopause  
✅ Diagnostics lead the pack, delivering 2.3× the industry median exit value
✅ Capital efficiency up to 120× in top-performing categories  

This isn’t speculation—it’s proof that women’s health is a scaled, strategic, and high-return segment of healthcare. From gynecologic oncology to autoimmune disease, metabolic health, and beyond, the sector is accelerating fast.  

💡 The real opportunity? We’ve only just begun to reframe conditions like Alzheimer’s, heart disease, and chronic pain through a sex-specific lens—unlocking massive unmet need and market potential.  

👏 Kudos to Anna Milik Jeter, Emma Giancarlo, and the team at AOA Dx for delivering the first comprehensive analysis of women’s health exits—and finally giving investors, founders, and policymakers the data they need to act.  

Next up? A geographical break down to show where the investors are based so we can show where the massive underinvested potential of Asia 🚀. 

🔗 Full report in the comments

🩺 6% of Healthcare Funding for Nearly 50% of the Population? That’s Not a Gap—It’s White Space.

Following my post from Monday on Exits - it's great to share another wonderful report. Nothing we at FemTech Future Limited have not already been advocating for for years but great to see it from established names! 

New data from the World Economic Forum and Boston Consulting Group reveals a staggering truth:

👉 Women’s health receives just 6% of private healthcare investment—despite women making up half the global population and driving ~80% of household healthcare decisions.

But here’s the opportunity:
✅ Addressing just four high-burden conditions—cardiovascular disease, Alzheimer’s, osteoporosis, and menopause—in U.S. women alone could unlock $100B+ in market value by 2030.
✅ Investment is accelerating: $10.7B flowed into women’s health in 2024, up 55% YoY.
✅ Yet <1% of total healthcare capital goes to companies exclusively focused on women’s health—and most funding remains stuck in early-stage rounds.

The report identifies six high-potential frontiers ripe for investment:
🔹 Women’s cancer therapeutics
🔹 Virtual women’s healthcare & benefits platforms
🔹 Remote maternal health monitoring
🔹 Women-focused mental health
🔹 Menopause & longevity concierge services
🔹 Wearables for women’s metabolic health

This isn’t just about equity—it’s about economic logic. Women live longer but spend 25% more of their lives in poor health, costing productivity, straining systems, and suppressing growth.

The message is clear: Women’s health is not niche. It’s undercapitalized, mispriced, and massively scalable. Particularly in Asia where we have half of the global female population. Excited to see Hong Kong emerging as a major city where investment $$ are deployed. 

👏 Huge thanks to World Economic Forum, Boston Consulting Group (BCG), and all contributors for this critical roadmap. The time for intentional, data-driven investment in women’s health is now.

🔗 Full report in comments 

Get in touch if you want to know more about the incredible womens health ecosystem in Asia and how you can invest and support!

We had an incredible session at #thehealthsuite last week with Grace Lee from Qiming Venture Partners giving our executives a lay of the land around Biotech in China 🇨🇳- one of the key growth pillars in China and one area for the world to watch in 2026. 

If you are an executive in Hong Kong interested in health and wellness and would like to join the Health Suite - please get in touch, we are opening up a few spots in 2026.

OM Health Hub FemTech Future Limited

Fantastic to see so many new reports coming out about the opportunity to invest in women’s health - one of the key challenges every founder and advocate raises as an non-negotiable to close the gender health gap and advance women’s health at the pace it needs. 

And the opportunities seem so obvious yet is still one of the most difficult problems to solve. 

A few suggestions from the recent Kearney report: 

🙋🏼‍♀️ we need coordinated acceleration 
🙋🏼‍♀️ we need to move beyond reproductive care and oncology to encompass the full spectrum of conditions that uniquely, disproportionately or differently affect women from cardiovascular disease to autoimmune disorders to brain health, menopause and chronic pain
🙋🏼‍♀️ it also requires broadening of how and where capital is deployed: breakthroughs in diagnostics, devices and digital health can be just as transformative as new drug discoveries 
🙋🏼‍♀️ we need true collaboration between science, policy, tech, care and capital and all stakeholders work in alignment. 

Nothing new and something FemTech Future Limited and I have been working on in Asia for the past few years. 

Femtech innovations hold the power to democratise access, shorten diagnostics delay and enable prevention and personalisation at scale. 

Investing in women’s health is one of the highest-impact opportunities of our time. 

📧 Get in touch if you want to explore and invest in women’s health. Or want me to talk about this for your team offsite or International Women’s Day. 

The time 🕰️ is now - let 2026 be the year women’s health gets the funding it needs 💥

What if the biggest breakthrough in fertility care for millions of couples in Asia isn’t AI, but a simple, clinically validated technology that makes IVF-level outcomes finally affordable for the middle class?

In this episode of the podcast 🎙️ #FemTechatWork, we sit down with Yve L.  founder of Eve Fertility, to explore a bold vision: bringing IVF-like results to lower and middle-income couples across APAC at a fraction of today’s cost. 

Drawing on 15 years in medtech and 5 years in IVF and infertility, Yve explains how intra-vaginal culture (IVC) uses the woman’s body as a natural incubator instead of an expensive lab, making fertility treatment more accessible without compromising clinical pregnancy rates.

If you’re interested in FemTech, fertility, emerging markets, or mission-driven innovation, this conversation offers a rare, on-the-ground look at what it takes to design the right technology for the right market—and to stay mentally resilient along the way.

Thank you Yve for recording with me 🙏🏻. 

You don’t want to miss this episode 🎧 

https://lnkd.in/eAyGMMfz

📻 If you enjoy listening to my podcast - please like and follow and leave a ⭐️⭐️⭐️⭐️⭐️ review so that these incredible founders get the exposure and recognition they deserve! Thank you 🫶🏻.

Last week OpenAI launced #ChatGPTHealth, a major shift to focus specifically on what people have been using ChatGPT for over the last few years. 

Health is already one of the most common ways people use ChatGPT, with hundreds of millions of people asking health and wellness questions each week. 

The question that arises now and has been on the mind of many people working specifically in women’s health is whether OpenAI can not only build the right infrastructure, safeguards, and partnerships to make it safe and effective at scale as a fully-fledged product for everyone but also whether the right data sets are being used to take away the bias that women are still little men, who is going to control and review the data input and how women will feel comfortable that the information they get is sex-disaggregated and clinically validated. 

What are your thoughts on this? Would love to hear from the femtech / women’s heath ecosystem 🙏🏻

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Peta O'Brien-Day

Maaike Steinebach

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The Battle

Peta O'Brien-Day

Maaike Steinebach

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Maaike Steinebach's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMaaike Steinebach's LinkedIn Performance