Flo Health announced on July 30, 2024, that General Atlantic led a more-than-$200 million Series C minority investment valuing the London-based fertility and reproductive-health app at more than $1 billion post-money. The announcement made Flo a private “unicorn” by the company’s definition, although the round was historical funding news rather than a 2026 transaction.
The deal by the numbers
| Item | Reported figure |
|---|---|
| Round | Series C |
| Lead investor | General Atlantic |
| Capital raised | More than $200 million |
| Valuation | More than $1 billion post-money |
| Monthly active users | Approximately 68–70 million, company-reported at announcement |
| Paying subscribers | Approximately 5 million, company-reported |
| Users served globally | Approximately 380 million, company-reported |
Flo’s announcement used “more than $200 million,” while headlines commonly rounded the amount to $200 million. Some reports said the financing would legally close in the following weeks, so the announcement date should not automatically be treated as the closing date.
General Atlantic principal Jessie Cai and consumer-internet and technology head Tanzeen Syed joined Flo’s board. Flo said it would use the money for user acquisition, product development, localization, hiring, international expansion and products for perimenopause and menopause.
Why Flo called itself a unicorn
A unicorn is a private company valued at least $1 billion. Flo described itself more narrowly as the first “purely digital consumer women’s-health app” to reach that threshold. That is the company’s characterization, not an uncontested ranking of every women’s-health business: companies such as Maven combine software with clinical services and employer benefits, making direct comparisons difficult.
#1 Best Overall
- Health Monitoring Features: Track your heart rate and blood pressure 24/7, empowering you to stay proactive about your well-being. Dive into insightful sleep monitoring to optimize your rest for peak performance. Stay informed about your 02 levels for enhanced vitality. Plus, find moments of tranquility with guided breathing exercises, all from your wrist. Discover a smarter approach to a healthier lifestyle with FITVII fitness tracker.(Only for encouraging a healthy lifestyle, not for medical use)
- Fitness Tracking Capabilities: Elevate your fitness journey with FITVII fitness tracker's extensive tracking capabilities. Monitor your daily activities effortlessly, from steps taken to calories burned and distance traveled. With over 120+ sports modes, you'll find the perfect fit for your workout routine, whether you're hitting the gym or exploring the great outdoors
- Convenient Reminders: Stay on track throughout your day with FITVII smart watch reminders. Avoid prolonged periods of inactivity with sedentary reminders and stay hydrated with drinking water reminders. Women's health feature tracks your menstrual time and record menstrual changes to learn more about your body. Never miss an appointment with our alarm clock feature, keeping you punctual and organized
- Handy Bluetooth Features: FITVII fitness watch goes beyond health and fitness, offering a range of convenient features. Built-in AAC Audio Technology, enjoy crystal-clear Bluetooth calls directly from your wrist. Receive texts and app notifications, locating your misplaced phone has never been easier. Enjoy your favorite tunes on the go with Bluetooth music playback control, and capture memories effortlessly with remote camera control, all from the convenience of your wrist
- Practical Utility Features: Experience convenience at your fingertips with FITVII smartwatch's array of practical functions. Stay ahead of the weather with real-time forecasts delivered directly to your wrist. Whether you're timing laps at the track or tracking your workout, our stopwatch and countdown timer ensure precision. Keep your schedule organized with easy access to your calendar. Stay connected with quick access to your contacts. Need to crunch some numbers? Our built-in calculator has you covered
The valuation is post-money, meaning it reflects the implied value after the new capital entered the company. Public disclosures did not state General Atlantic’s ownership percentage, security terms, dilution or liquidation preferences. The round therefore cannot be converted into a precise investor return multiple or treated as proof of profitability.
How Flo’s valuation developed
In September 2021, Flo announced a $50 million Series B that it said valued the company at $800 million (Flo’s 2021 release). The 2024 Series C moved the stated valuation above $1 billion. The change demonstrates Flo’s ability to attract a larger private-market financing, but it does not establish revenue, earnings or a public-market fair value.
What Flo sells
Flo uses a freemium subscription model. Basic period and ovulation tracking remains available without payment. Premium features include cycle-pattern analysis, expert educational content, video and audio courses, Flo Health Assistant access, selected symptom-checking tools and personalized reports. Flo says subscription fees fund product development while preserving a free tier.
Its product scope now spans menstruation, trying to conceive, pregnancy, symptoms, partner education through Flo for Partners, and planned or expanding support for perimenopause and menopause. Flo says the platform tracks more than 70 symptoms and includes educational material and a private discussion community. Wearable connections, including Apple Watch, have also been part of its product plans (TechCrunch; Flo ovulation tracker).
Free tools Windows power users keep installed
One-click scans. No signup required.
Rank #2
- 【Advanced Health Fitness Tracker】-This fitness tracker offers 24/7 heart rate and blood pressure monitoring to help you stay proactive about your health goals. It also supports on-demand blood oxygen checks, so you can quickly see your O₂ level whenever you need it. Detailed sleep tracking (deep sleep, light sleep and wake-ups) and all-day activity tracking give you a clearer picture of your overall health trends. (Inspire a healthy life, not for medical use
- 【All-Day Activity & Fitness Tracking】-The MorePro fitness tracker for women and men offers 120+ sport modes including running, walking and more, so you can track the workouts you actually do. With a built-in pedometer step counter, this smart watch records steps, distance, calories burned, heart rate and training time in real time, giving you clear references for exercise intensity. Whether you’re at the gym, on a run or playing ball with friends, every workout becomes safer, more efficient and easier to enjoy
- 【Women’s Health & Cycle Tracking】-Designed as a women’s health tracker, the smart watches for women offers intuitive menstrual cycle tracking right on your wrist. Use the built-in period tracker to log your menstrual period, safe days, ovulation window and ovulation day, while the app supports period mode, trying-to-conceive mode and pregnancy mode to match different life stages. Whether you’re at work, in class or relaxing at home, gentle women’s health reminders help you prepare in advance with the right clothes and pads, so every month feels more predictable and in control
- 【Everyday Smart Lifestyle Companion】-Stay connected without constantly checking your phone. This smart watch fitness tracker delivers real-time call, SMS and app message notifications on your wrist, so you can see who’s contacting you while you’re in a meeting, commuting or working out. The IP68 waterproof design easily handles sweat, rain and hand-washing. With over 200 watch faces and simple DIY custom faces using your own photos, you can quickly match your watch to business, workout or casual looks
- 【Practical Daily Smart Tools】-From sedentary reminders and drink water reminders to on-wrist weather forecasts, this smart watch helps you build healthier routines at work or while studying. Use music control and camera control while your phone stays in your bag, and rely on the stopwatch, timer, alarm clock and find my phone features to keep workouts, cooking and busy mornings on track
Subscription options and promotional offers vary by country and payment channel. Annual plans are generally billed upfront and renew automatically unless canceled through the original provider. Deleting the app alone does not necessarily end a subscription. Premium feature details are listed by Flo at Flo Premium support.
Why investors saw a growth opportunity
Scale and paid conversion
The company-reported audience was unusually large for a consumer health subscription business, with tens of millions of monthly active users and about 5 million paying subscribers. Axios reported that Flo expected 2024 gross bookings to exceed $200 million, roughly 50% above the prior year. Gross bookings are a forecast of customer billings, not recognized revenue, profit or annual recurring revenue (Axios).
More life stages
Menopause and perimenopause could extend customer lifetime beyond the years when users primarily track periods or fertility. They also require more nuanced medical content, symptom interpretation and support than calendar prediction alone. Flo’s plans included both organic product expansion and potential acquisitions, according to contemporaneous coverage.
Consumer distribution
Flo resembles a global consumer-subscription company more than a conventional clinical startup. Its distribution, engagement and subscription infrastructure may support personalization and cross-selling, while also making privacy, platform-policy and regulatory risks financially important.
Rank #3
- Designed with a bright, colorful AMOLED display, get a more complete picture of your health, thanks to battery life of up to 11 days in smartwatch mode
- Body Battery energy monitoring helps you understand when you’re charged up or need to rest, with even more personalized insights based on sleep, naps, stress levels, workouts and more (data presented is intended to be a close estimation of metrics tracked)
- Get a sleep score and personalized sleep coaching for how much sleep you need — and get tips on how to improve plus key metrics such as HRV status to better understand your health (data presented is intended to be a close estimation of metrics tracked)
- Find new ways to keep your body moving with more than 30 built-in indoor and GPS sports apps, including walking, running, cycling, HIIT, swimming, golf and more
- Wheelchair mode tracks pushes — rather than steps — and includes push and handcycle activities with preloaded workouts for strength, cardio, HIIT, Pilates and yoga, challenges specific to wheelchair users and more (data presented is intended to be a close estimation of metrics tracked)
The privacy history changes the investment story
In 2021, the Federal Trade Commission alleged that Flo had shared sensitive health information with Facebook, Google and other analytics or marketing companies despite privacy promises. The FTC materials identify the relevant period as June 1, 2016, through February 23, 2019. In June 2021, the agency finalized an order requiring affirmative consent for certain disclosures and an independent review of Flo’s privacy practices (FTC release; FTC order).
Flo said the settlement was not an admission of wrongdoing and that it had not sold users’ data. Those statements should not be collapsed into a claim that Flo never shared data with third parties, nor should the historical allegations be presented as proof of current conduct.
What Flo says today
Flo’s current privacy materials say the company funds the app through premium subscriptions, offers Anonymous Mode to separate health data from directly identifying account information, and holds ISO 27001 and ISO 27701 certifications. Flo also says it uses service providers for hosting, analytics and customer support and has not shared menstrual, fertility or pregnancy data with a government entity (Flo privacy FAQ; Anonymous Mode overview).
These are current company claims. Certifications address defined security and privacy-management frameworks; they are not guarantees of zero risk, clinical accuracy or immunity from future misuse. Users should still review device permissions, connected wearables, backups and third-party services.
The Tool Desk
Outbyte Driver Updater FREEFix the driver behind crashes, sound loss and screen glitchesFind Drivers →Outbyte PC Repair FREEClear out junk files and repair common Windows errorsFree Scan →What the valuation does—and does not—prove
- It does show: private investors assigned Flo an implied post-money value above $1 billion in a 2024 financing and General Atlantic committed more than $200 million in minority capital.
- It does not show: profitability, audited revenue, a guaranteed exit value, clinical effectiveness or the amount of ownership sold.
- It should be read with: company-reported user metrics, a bookings forecast rather than revenue, and the costs of privacy compliance, international regulation, app-store dependence and medical-content expansion.
Limits for users and investors
For users
- Cycle and ovulation predictions are estimates based on entered information and available connected data.
- Irregular cycles, postpartum changes, perimenopause, hormonal contraception and fertility treatment can make calendar estimates less useful.
- The symptom checker is an informational self-assessment, not a diagnosis or treatment for PCOS, endometriosis or another condition.
- Feature availability varies by geography; Flo notes that some symptom tools are unavailable in the UK and EU/EEA.
- Anyone using the app for contraception, IVF decisions or concerning symptoms should rely on appropriate clinical guidance rather than an app estimate.
For investors
- Examine subscription retention, conversion, monthly-versus-annual mix and the difference between bookings and recognized revenue.
- Test whether growth depends on paid acquisition, app-store distribution or organic engagement.
- Assess reproductive-health privacy obligations across jurisdictions and the implications of any acquisition.
- Separate educational or advisory credentials from clinical validation of predictions or symptom tools.
Bottom line
Flo’s July 2024 financing marked a significant consumer-health milestone: more than $200 million from General Atlantic at a valuation above $1 billion post-money, supported by substantial reported usage and a large paid base. The durable value of that business depends on turning engagement into retained subscription revenue while earning trust with sensitive reproductive-health data. Its FTC history means privacy is not a footnote to the unicorn story; it is one of the central risks investors and users must evaluate.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
