{
  "company": {
    "name": "Hormona",
    "website": "https://hormona.io/",
    "record": "https://startuphistory.org/c/hormona.io"
  },
  "status": null,
  "history_since": "2021-04-11T07:38:26.000Z",
  "baseline": {
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    "observed_at": "2021-04-11T07:38:26.000Z",
    "headline": null,
    "description": "Hormona is on a mission to improve women's health and wellbeing with a focus on hormones. Join on your hormonal journey",
    "evidence": "https://web.archive.org/web/20210411073826/https://www.hormona.io/",
    "evidence_kind": "internet_archive",
    "facts": null,
    "basis": "first_observation",
    "is_change": false
  },
  "live_captures": 0,
  "last_checked": null,
  "live_status": "blocked",
  "messaging": [
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      "variants": [
        {
          "headline": "Feeling hormonal? So are we.",
          "subhead": "Discover your individual hormonal cycle with Hormona - A hormonal health app built in collaboration with leading health experts.",
          "observed_at": "2022-01-20T07:14:23.000Z",
          "evidence": "https://web.archive.org/web/20220120071423/https://www.hormona.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Feeling hormonal? So are we.",
      "subhead": "Discover your individual hormonal cycle with Hormona - A hormonal health app built in collaboration with leading health experts.",
      "from": "2022-01-20T07:14:23.000Z",
      "to": "2022-01-20T07:14:23.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20220120071423/https://www.hormona.io/",
      "evidence_kind": "internet_archive",
      "seen": {
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      },
      "current": false
    },
    {
      "quote_observed_at": "2023-01-01T18:11:56.000Z",
      "variants": [
        {
          "headline": "Manage your hormones with confidence",
          "subhead": "Discover your individual hormonal cycle with Hormona - A hormonal health app built in collaboration with leading health experts.",
          "observed_at": "2023-01-01T18:11:56.000Z",
          "evidence": "https://web.archive.org/web/20230101181156/https://www.hormona.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Manage your hormones with confidence",
      "subhead": "Discover your individual hormonal cycle with Hormona - A hormonal health app built in collaboration with leading health experts.",
      "from": "2023-01-01T18:11:56.000Z",
      "to": "2023-01-01T18:11:56.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20230101181156/https://www.hormona.io/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2023-01-01T18:11:56.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2023-07-21T23:06:57.000Z",
      "variants": [
        {
          "headline": "Explore the next chapter of female health.",
          "subhead": "Discover your individual hormonal cycle with Hormona - A hormonal health app built in collaboration with leading health experts.",
          "observed_at": "2023-07-21T23:06:57.000Z",
          "evidence": "https://web.archive.org/web/20230721230657/https://www.hormona.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Explore the next chapter of female health.",
      "subhead": "Discover your individual hormonal cycle with Hormona - A hormonal health app built in collaboration with leading health experts.",
      "from": "2023-07-21T23:06:57.000Z",
      "to": "2023-07-21T23:06:57.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20230721230657/https://www.hormona.io/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2023-07-21T23:06:57.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2024-01-04T21:37:34.000Z",
      "variants": [
        {
          "headline": "Building the future of female healthcare.",
          "subhead": "Discover your individual hormonal cycle with Hormona - A hormonal health app built in collaboration with leading health experts.",
          "observed_at": "2024-01-04T21:37:34.000Z",
          "evidence": "https://web.archive.org/web/20240104213734/https://www.hormona.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Building the future of female healthcare.",
      "subhead": "Discover your individual hormonal cycle with Hormona - A hormonal health app built in collaboration with leading health experts.",
      "from": "2024-01-04T21:37:34.000Z",
      "to": "2024-01-04T21:37:34.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20240104213734/https://www.hormona.io/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2024-01-04T21:37:34.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2024-07-08T01:38:56.000Z",
      "variants": [
        {
          "headline": "Award-winning app to track your hormones.",
          "subhead": "Discover your individual hormonal cycle with Hormona - A hormonal health app built in collaboration with leading health experts.",
          "observed_at": "2024-07-08T01:38:56.000Z",
          "evidence": "https://web.archive.org/web/20240708013856/https://www.hormona.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Award-winning app to track your hormones.",
      "subhead": "Discover your individual hormonal cycle with Hormona - A hormonal health app built in collaboration with leading health experts.",
      "from": "2024-07-08T01:38:56.000Z",
      "to": "2024-07-08T01:38:56.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20240708013856/https://www.hormona.io/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2024-07-08T01:38:56.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-01-18T02:15:11.000Z",
      "variants": [
        {
          "headline": "The hormone tracker revolutionizing women's hormone health",
          "subhead": "Understand your hormones with the Hormona app. Monitor hormone levels, track symptoms, forecast cycles, and access personalized wellness tips for a balanced life.",
          "observed_at": "2025-08-09T15:14:55.000Z",
          "evidence": "https://web.archive.org/web/20250809151455/https://www.hormona.io/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Your personalized hormone tracker and monitor for better health by Hor",
          "subhead": "Track hormones with Hormona’s smart at home monitoring. Get clinical-grade insights, long-term tracking device, and support for your transition into perimenopause with our hormone tracking app.",
          "observed_at": "2026-01-18T02:15:11.000Z",
          "evidence": "https://web.archive.org/web/20260118021511/https://hormona.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Your personalized hormone tracker and monitor for better health by Hor",
      "subhead": "Track hormones with Hormona’s smart at home monitoring. Get clinical-grade insights, long-term tracking device, and support for your transition into perimenopause with our hormone tracking app.",
      "from": "2025-08-09T15:14:55.000Z",
      "to": "2026-01-18T02:15:11.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20260118021511/https://hormona.io/",
      "evidence_kind": "internet_archive",
      "seen": {
        "between": {
          "from": "2025-08-09T15:14:55.000Z",
          "to": "2026-01-18T02:15:11.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-09-26T20:06:05.000Z",
      "variants": [
        {
          "headline": "Hormone tracking to discover hormonal imbalance",
          "subhead": "Track hormones with Hormona’s smart at home hormone monitor. Get clinical-grade insights, long-term tracking device, and support for your transition into perimenopause with our hormone tracking app.",
          "observed_at": "2026-09-26T20:06:05.000Z",
          "evidence": "https://web.archive.org/web/20260926200605/https://www.hormona.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Hormone tracking to discover hormonal imbalance",
      "subhead": "Track hormones with Hormona’s smart at home hormone monitor. Get clinical-grade insights, long-term tracking device, and support for your transition into perimenopause with our hormone tracking app.",
      "from": "2026-09-26T20:06:05.000Z",
      "to": "2026-09-26T20:06:05.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20260926200605/https://www.hormona.io/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2026-09-26T20:06:05.000Z"
      },
      "current": true
    }
  ],
  "changes": [
    {
      "n": 1,
      "id": "page-c1607898acec845ebaa5c05884900b45d722b010514bd7af75594c4a7933fff9:88dca56577d3e6a7b101c19e26065af529bf43e2b1f3d16f45a624fec1bf4c12:investors:d4c4c7a8eb78f921",
      "before_evidence": "https://web.archive.org/web/20210801063132/https://www.hormona.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "investors",
      "label": "Investors",
      "summary": "Now shows investor logos: simdh, p&g ventures, web summit, she loves tech, slush, allbright and websummit.",
      "between": {
        "from": "2021-08-01T06:31:32.000Z",
        "to": "2022-01-20T07:14:23.000Z"
      },
      "evidence": "https://web.archive.org/web/20220120071423/https://www.hormona.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-investor-logos"
    },
    {
      "n": 2,
      "id": "page-88dca56577d3e6a7b101c19e26065af529bf43e2b1f3d16f45a624fec1bf4c12:12b4b9205cd75d8001c36547648dd7651294a1eb6a2fba6e10fea8bc4bfa1dd4:headline:6756bd175b861c27",
      "before_evidence": "https://web.archive.org/web/20220120071423/https://www.hormona.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Feeling hormonal? So are we.” to “Manage your hormones with confidence”.",
      "between": {
        "from": "2022-01-20T07:14:23.000Z",
        "to": "2023-01-01T18:11:56.000Z"
      },
      "evidence": "https://web.archive.org/web/20230101181156/https://www.hormona.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 3,
      "id": "page-12b4b9205cd75d8001c36547648dd7651294a1eb6a2fba6e10fea8bc4bfa1dd4:9c2232c098d4c793c5cc8765a1e88d4e363273a453475b2e9a6fd5369252cbe6:headline:b9e184e733dcf406",
      "before_evidence": "https://web.archive.org/web/20230101181156/https://www.hormona.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Manage your hormones with confidence” to “Explore the next chapter of female health.”.",
      "between": {
        "from": "2023-01-01T18:11:56.000Z",
        "to": "2023-07-21T23:06:57.000Z"
      },
      "evidence": "https://web.archive.org/web/20230721230657/https://www.hormona.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 4,
      "id": "page-9c2232c098d4c793c5cc8765a1e88d4e363273a453475b2e9a6fd5369252cbe6:109bdbe2eb0dd14a9bcd1cc7501b4ba25a1ee9361592ca0303b320464599faf9:headline:d69195c97088f974",
      "before_evidence": "https://web.archive.org/web/20230721230657/https://www.hormona.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Explore the next chapter of female health.” to “Building the future of female healthcare.”.",
      "between": {
        "from": "2023-07-21T23:06:57.000Z",
        "to": "2024-01-04T21:37:34.000Z"
      },
      "evidence": "https://web.archive.org/web/20240104213734/https://www.hormona.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 5,
      "id": "page-109bdbe2eb0dd14a9bcd1cc7501b4ba25a1ee9361592ca0303b320464599faf9:9d362de91b7a22268b558db57c86ca3c344dc3eaf05bdf820d8483f56adbd9c6:headline:d85f69f7004ce1c1",
      "before_evidence": "https://web.archive.org/web/20240104213734/https://www.hormona.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Building the future of female healthcare.” to “Award-winning app to track your hormones.”.",
      "between": {
        "from": "2024-01-04T21:37:34.000Z",
        "to": "2024-07-08T01:38:56.000Z"
      },
      "evidence": "https://web.archive.org/web/20240708013856/https://www.hormona.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 6,
      "id": "page-9d362de91b7a22268b558db57c86ca3c344dc3eaf05bdf820d8483f56adbd9c6:ee463b172145d8f5746c132b5767b965e8e3ff3978b5ec2b6591109a64051818:headline:32c2c846f28b9762",
      "before_evidence": "https://web.archive.org/web/20240708013856/https://www.hormona.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Award-winning app to track your hormones.” to “The hormone tracker revolutionizing women's hormone health”.",
      "between": {
        "from": "2024-07-08T01:38:56.000Z",
        "to": "2025-08-09T15:14:55.000Z"
      },
      "evidence": "https://web.archive.org/web/20250809151455/https://www.hormona.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    }
  ],
  "update": {
    "headline": "Hormona updates messaging toward hormone tracking app",
    "summary": "Hormona’s website messaging has shifted toward describing an app for tracking hormones and shows several investor-related logos. The specific wording of the homepage headline and the timing of these changes are detailed below.",
    "points": [
      {
        "text": "Between August 2021 and January 2022, Hormona began showing logos for simdh, p&g ventures, web summit, she loves tech, slush, allbright and websummit on its site.",
        "kind": "fact",
        "changes": [
          1
        ]
      },
      {
        "text": "Between January 2022 and January 2023, Hormona changed its homepage headline from “Feeling hormonal? So are we.” to “Manage your hormones with confidence”.",
        "kind": "fact",
        "changes": [
          2
        ]
      },
      {
        "text": "Between January 2024 and July 2024, Hormona changed its homepage headline from “Building the future of female healthcare.” to “Award-winning app to track your hormones.”",
        "kind": "fact",
        "changes": [
          5
        ]
      },
      {
        "text": "Between July 2024 and August 2025, Hormona changed its homepage headline to “The hormone tracker revolutionizing women's hormone health”, which suggests a focus on a hormone tracking app as a key offering.",
        "kind": "interpretation",
        "changes": [
          6
        ]
      }
    ],
    "written_at": "2026-11-07T21:06:27.244Z",
    "basis": "ai_analysis",
    "model": "gpt-5.1-2025-11-13"
  },
  "same_space": [
    {
      "name": "Level Zero Health",
      "record": "https://startuphistory.org/c/levelzerohealth.com",
      "basis": "description_similarity",
      "category": null
    },
    {
      "name": "Inito",
      "record": "https://startuphistory.org/c/inito.com",
      "basis": "description_similarity",
      "category": null
    },
    {
      "name": "Clair Health",
      "record": "https://startuphistory.org/c/wearclair.com",
      "basis": "description_similarity",
      "category": null
    },
    {
      "name": "Monix Health",
      "record": "https://startuphistory.org/c/monix.health",
      "basis": "description_similarity",
      "category": null
    },
    {
      "name": "Diagnio",
      "record": "https://startuphistory.org/c/diagnio.com",
      "basis": "description_similarity",
      "category": null
    }
  ],
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Hormona” company record, https://startuphistory.org/c/hormona.io"
}