Lune — Friends & family

01 · Founder

I've been through this myself.

I've done two rounds of egg freezing and I'm now trying to get pregnant in my 40s. Through all of it, the apps were useless — my period tracker couldn't handle treatment, my clinic sent dose changes over WhatsApp, and I kept track of my results by photographing paperwork.

I've spent my career getting hard, complicated things over the line — as a banking and finance lawyer, a negotiator on the Paris Agreement, and Director of Strategy for COP28. Now I'm putting all of that into Lune.

Monash BA/Law · Harvard MPA

02 · Advisors

Who's building this with me.

Health systems

Barbara Pierce Bush

Co-founded Global Health Corps and led it for nine years — 1,000+ leaders placed in health systems across 40+ countries. Partners In Health trustee.

Yale BA · Harvard MPA

AI and tech

Maryann Gong

Ex-Evvy, ex-Peloton. Has built and shipped consumer health products at scale.

MIT BS · MIT MEng (AI)

Also advising

A regulatory and product expert from one of the world's biggest period apps, OB-GYNs and IVF nurses, and lawyers who protect health data. Everything Lune does goes through them first.

03 · The problem

It's not just us.

We interviewed more than 100 women. The same problems come up every time.

"I've never thought of how fucking dumb it is that all of our apps are so pink — we're adult women."

NYC, 36

"The only useful thing about it is that I can input my period so I can remember the days."

Dubai, 35

"I used to use one in the States but stopped. I was worried about a data breach."

São Paulo, 43

"When I had a miscarriage, it deleted the data. It was critical information as we pivoted to IVF."

NYC, 40

"The added stress of managing the medications was huge. During a time you're supposed to remain relaxed."

Canada, 39

"Honestly, there is very little that would stop me switching to a superior app."

London, 39

04 · The problem

Every woman is different. Every month is different.

She's on the pill She has an IUD She's coming off the pill She hasn't got her period back yet She took Plan B She's trying to conceive She's been trying for a year She's freezing her eggs She's doing IVF She's between rounds She's using donor eggs She's the non-carrying partner She's doing it alone She's using a surrogate She miscarried She had an ectopic pregnancy She had a stillbirth She had an abortion She's trying again after loss She's pregnant She's pregnant and terrified She's postpartum She's breastfeeding She's not breastfeeding She's going back to work She's on a GLP-1 She's perimenopausal She's in menopause She's on HRT She's in early menopause from chemo She has PCOS or endometriosis She has fibroids She has a thyroid condition She's spotting mid-cycle She has HPV She has an STI She's an athlete She's travelling across time zones She's under severe stress She's sober She's recovering from an eating disorder She's had cancer She's trans and on hormones She's tracking in secret

No app can follow all of this.
Lune is built to.

05 · The product

See it for yourself.

Real screens from the demo — home, calendar, and a full egg-freezing journey. It's live today.

Try the live demo →

Daily view

Calendar

Egg freezing — day 8 meds

06 · The wedge

We start at the wedge.

We start with egg freezing and IVF — the highest-trust, highest-spend moment in a woman's health life, yet completely underserved. Win trust there, win it everywhere.

IVF & egg freezing Not yet sized

We start here

Period tracking $5B 2024 · $2B

Fertility $63B 2024 · $40B

Women's digital health $97B 2024 · $46B

Total digital health $946B 2024 · $347B

All figures: 2030 projections.

Even the market leader agrees — Flo's CEO calls women's health “a big, underserved market with minimal competition.”

The door is wide open.

07 · The plan

Six months to a real product.

Jun – Oct

Build

Tracking, egg freezing and IVF, tested with real users as we go.

Oct – Dec

Beta

~100 women through our two Dubai clinic partners.

Jan – Feb

App Store launch

Q1 2027

Seed raise

On live traction.

08 · The round

$300,000

On a YC post-money SAFE, $6M cap.

Around 80% goes to building the product. The rest covers operations, clinical advisors and legal. Every dollar goes toward shipping Lune and getting to the traction that unlocks the seed.

Period apps
suck.