Joanna Strober is the CEO of Midi Health, the only virtual-care platform for women in perimenopause and menopause covered by insurance.

Joanna started Midi after seeing how her hormone transition affected not just her sleep, but also her energy, weight, mood… and how all of it improved with treatment. That experience made her ask questions: Why wasn’t expert care for women at midlife easily accessible and covered by insurance? Why didn’t more women know about hormone transition, and all the potential ways to manage it—whether with hormones, or non-hormonal prescriptions, or supplements?

She also realized this was an issue of equity. Joanna saw that women could not reach their potential without access to great healthcare at midlife. She got curious, angry, and with the help of her co-founders, got moving. That’s really the genesis of Midi.”

Prior to Midi, Joanna founded Kurbo Health, a digital therapeutic for childhood obesity that she grew to serve tens of thousands of adolescents worldwide and sold to WW in 2018. Before following her passion for digital health, Joanna spent fifteen years making investments in venture capital and private equity.

Joanna is also the co-author of Getting to 50/50, a best selling book written to help parents thrive in the workforce after having children.