Joanna Strober

“Menopause is hot”

In her 40s, Joanna Strober started waking up at 3 a.m. drenched in sweat.

She couldn’t sleep.

She couldn’t focus.

She couldn’t get a doctor to connect her symptoms to perimenopause. Because she still had her period.

Her primary care physician gave her sleeping pills.

She tried CBD. Melatonin. Supplements.

Nothing worked.

Until she paid out of pocket to see a hormone specialist who actually listened.

Within weeks of starting treatment, she slept through the night for the first time in months.

The experience blew her mind, but made her furious.

She thought: Hormone therapy is safe. Treatment works. So why is care this hard to find?

Why isn’t it covered by insurance?

Why are women left to diagnose themselves through midnight group chats and Google searches?

So in 2021, Joanna launched Midi Health, a virtual clinic for women in perimenopause and menopause.

Designed by women. Delivered by specialists. Covered by insurance.

Joanna had already founded Kurbo, the first digital therapeutic for childhood obesity. A product she built after struggling to get help for her own kids.

She sold it to Weight Watchers in 2018.

Before that, she spent 20+ years investing in health and consumer startups.

Now, she’s focused on building the healthcare system midlife women deserve.

Because women are well-served when they’re trying to get pregnant, or trying not to.

But midlife? They’re invisible.

Joanna is changing that.

And investors are backing her…
- $60M raised from GV (Google Ventures), Emerson Collective, and more
- Partners include Fortune 100 employers, major health systems, and benefits platforms like Progyny
- Available in all 50 states
- Targeting care for over 1 million women by 2029

Joanna made the TIME100 Health list and CNBC Changemakers in 2025.