Understanding what’s going on in your body is the first step to understanding your health and any decisions you might want to take for your wellbeing. Clue is a helpful companion that gives users with cycles more of this insight. From the first period to the last, the app aims to help everyone educate themselves about their health.

The information provided is always informative, accessible and straightforward, as Clue’s co-CEO Audrey Tsang tells us. And it’ll accompany you through all stages of life – whether it’s cycle irregularity when growing up, sexual health during adulthood, fertility during reproductive years or menopause at a later time. “The only constant is change,” explains Tsang. Clue is designed to support those changes.

‣ App launched: 2013
‣ Company headquarters: Berlin
‣ Founded by: Ida Tin and Hans Raffauf
‣ Team size: 70+
‣ Fun fact: Co-founder Ida Tin coined the term femtech, a now widely popular umbrella term for technology focusing on female health.
‣ Popular in: US, Europe, Latin America

What sets Clue apart is its inclusive approach, creating a “scientific, non-judgmental safe space” as Tsang likes to call it. For that, the Clue team makes sure to address “people with cycles or periods” instead of “women”. And the app’s design speaks to its users through icons that everyone can relate to, no matter their culture, heritage or gender – something that makes the app popular globally. “There’s no assumption of what’s normal,” says Tsang.

Inspect Clue’s icons for tracking and you might occasionally chuckle at some of the smart design ideas. It still happens to Tsang from time to time when the team comes up with new concepts: “You’re tracking how your skin is today. It might be dry and changes throughout your cycle – and you’re tracking it with a cactus.”

Clue’s open-minded approach fits its hometown of Berlin. “There’s no normal way to do things in Berlin either. It’s a relief and a process for self-discovery,” says Tsang. That also shines through in how the company operates – it’s one of the few that has two co-CEOs. Tsang and fellow CEO Carrie Walter have different backgrounds but complement one another’s work perfectly.

Collaborating and strengthening Clue through multiple perspectives is one of the company’s clearest strengths, bringing in a wide variety of people from Berlin with interesting passions and interests, and lots of different experiences. Tsang believes that’s what makes Clue the unique blend that it is. “There’s so much available in Berlin from a culture perspective that it just attracts super great people and really, that’s what Clue is: it’s people.”