Protecting Your Most Intimate Data: Is Your Women’s Health App Up to the Task?

September 4, 2025

12 Mins Read

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Did you know that in 2024, nearly 24.5% of women used health and fitness apps monthly, outpacing male users across every age group? Yet in many low- and middle-income countries, women still lag behind men in smartphone ownership and mobile internet access, highlighting persistent gaps. Meanwhile, the global women’s health app market, valued at around USD 4.8–5 billion in 2024, is expected to exceed USD 5.7 billion in 2025 and grow at a CAGR of approximately 17–18 % through the end of the decade.

From menstrual tracking and fertility monitoring to pregnancy and menopause tools, these applications offer unprecedented convenience and insight. But with great capabilities comes great responsibility and the risk of misuse of deeply personal data is escalating.

Since most of the data captured in these apps is very private, including a lot of health information, ensuring stronger data security and privacy protection is quite important.

“Female health apps, while offering valuable services, are indeed a goldmine of sensitive data that must be fiercely protected,” Maria Opre, a cybersecurity expert and senior analyst at EarthWeb, told PureVPN. “Recent studies have revealed alarming gaps in the privacy practices of many popular female health apps. Contradictory privacy policies, inadequate data handling, and the potential for data misuse are just a few of the critical issues that need to be addressed.”

This highlights the pressing need for stringent data privacy measures to safeguard users’ personal health information. Continue reading, as this article explores the pressing data privacy concerns surrounding women’s health mobile apps, exploring the risks, regulations, and best practices to safeguard personal health data.

FemTech: A Growing Industry

FemTech is a relatively new sector, with the term proposed by Ida Tin in 2016.

According to McKinsey, “FemTech provides a wide range of solutions to improve healthcare for women across a number of female-specific conditions, including maternal health, menstrual health, pelvic and sexual health, fertility, menopause, and contraception, as well as a number of general health conditions that affect women disproportionately or differently (such as osteoporosis or cardiovascular disease).”

The primary focus of businesses and apps in this field is enhancing healthcare for women by addressing biological differences and health statistics.

In recent years, FemTech has emerged as a promising field dedicated to improving healthcare for women. The market is growing with projections suggesting it will reach $103 billion by 2030 from $51 billion in 2021. Besides this, the popularity and demand for women healthcare mobile apps is expected to grow at a compound annual rate of 16.2%.

Period tracking apps are a subset of the FemTech industry and can provide an easier way of tracking than the traditional pen and paper method. They are the second most popular app among adolescent women, and the fourth most popular app among adults.

However, with the rapid development of technology and app development such as fitness trackers, ovulation trackers and others, concerns about data privacy and protection have become increasingly pressing. But the question remains, are women health apps doing enough to safeguard the sensitive data they collect?

“I see daily how vulnerable health apps can be,” explained Brian Pontarelli, founder and CEO of FusionAuth. “We have found encryption gaps, access control issues, and more in major health systems. For female health apps, the risks are enormous given the sensitivity of the data.” This underscores the critical need for robust security measures to protect user data.

Moreover, Google Trends data indicates moderate growth in FemTech-related searches, lagging behind other health tech terms like “telemedicine” and “healthcare AI.”

The global shift to women’s health apps has reshaped how millions manage their most intimate data. What started as simple period trackers has now expanded into fertility, pregnancy, and wellness platforms used by women worldwide — but the privacy risks have grown just as quickly.

Key Drivers of FemTech Growth

Several factors are propelling the FemTech industry forward:

Increased Awareness: Growing societal awareness of women’s health issues and the need for gender-specific care is driving demand.
Technological Advancements: Advancements in AI, data analytics, and wearable technology are enabling innovative FemTech solutions.
Consumer Expectations: The rise of digital-savvy consumers, particularly among Millennials and Gen Z, is fueling demand for convenient and personalized healthcare solutions.
COVID-19 Pandemic: The pandemic accelerated the adoption of telehealth and digital health solutions, benefiting the FemTech sector.

Addressing the Gap in Women’s Healthcare

FemTech has the potential to significantly improve women’s health outcomes by addressing gaps in traditional healthcare. By developing tailored solutions and apps for conditions like menstrual health, fertility, and menopause, FemTech is empowering women to take control of their well-being.

It has also made medical care accessible to all women, regardless of their socioeconomic status or geographic location.

The Data Goldmine

Women’s health apps have become a data goldmine. From menstrual cycle patterns to steps in a day, these apps collect a treasure trove of personal information. This data, in the hands of the right people, can be invaluable for medical research and personalized healthcare. Unfortunately, it’s also a lucrative commodity for data brokers and advertisers.

“These apps promise privacy but often have gaping security flaws,”
Ruth Jennifer Cruz, product manager of Wolf King USA told PureVPN.
“I’ve trusted a health app only to find out my data was shared
with third parties without my consent. The fine print in
privacy policies can hide a multitude of sins.
If your most personal data isn’t safe, how can you trust the app?”

This sentiment reflects the widespread concern about the integrity and transparency of data privacy policies in health apps.

Women’s health apps have surged in popularity as discussed above, driven by their ability to offer personalized health insights and improve overall well-being. However, the very data that fuels benefits, it is also highly sensitive.

Hence, creating the potential for security breaches, unauthorized access, misuse, and serious privacy risks.

Data Breaches and Personally Identifiable Information (PII)

Health app security breaches are becoming commonplace as more and more companies are failing to keep their customer’s personal identifiable information secure. These data breaches can expose personal health information, including medical history and other sensitive data, leading to identity theft and other forms of exploitation.

But why exactly has there been a rise in health app data breaches over the past few years?

“I’ve conducted security reviews of major health apps,”
stated David Pumphrey, a healthcare technology consultant and
CEO of Riveraxe. “Some had strong encryption and allowed
limiting data sharing, but others had vague policies and loopholes
allowing broad sharing without proper consent. I’ve seen apps
share intimate details with advertisers and
had clients experience data breaches.”

The lax security practices and insufficient data protection measures are major contributors to these breaches.

Any company that stores personal sensitive data such as medical history, it is legally bound to keep that data secure. Unfortunately, not every company can uphold this responsibility, which in most cases result in devastating security breaches.

The health app industry is one sector that has experienced a huge increase in the number of data breaches over the past few years, which raises several questions, the most important being – ‘why’?

A Breach of Trust

Despite the potential benefits of data driven healthcare, numerous cases have exposed the vulnerabilities of women’s health data. Period tracking apps have been at the center of controversies, with allegations of data sharing with third-party companies without explicit consent.

According to a Deloitte research, 58% of women are more wary than men about how their personal data is used and protected—particularly sensitive health data—and that may prevent them from maximizing future tech benefits.

(Source: Deloitte)

Current scenario

However, in May 2024, a team of UK researchers presented a report at Conference on Human Factors in Computing Systems in Honolulu, Hawaii. It stated that 35% of the popular women health apps available on Google PlayStore had contradicting policies and problematic privacy practices, including inconsistencies regarding data sharing with third parties.

According to The HIPAA Journal, 2023 recorded the highest number ever of major health data hacks which is 725, and 133 million consumers’ medical history data were compromised.

Moreover, another assessment during 2020, revealed several serious app security vulnerabilities. The study provided some explanation as to why the number of data breaches is continually on the rise. Starting with weak encryption which was found in 91% of the apps, putting consumers at risk of data exposure and intellectual property theft.

Moreover, in 2021, the period tracking app Flo faced scrutiny for sharing user data with third-party companies without proper consent, underscoring the vulnerabilities inherent in these platforms.

Besides this, many of the women’s health apps have a requirement to include sensitive information. That’s not all, some apps lack data deletion functions, or it’s difficult to remove data once entered. Experts warn this combination of poor data management practices could pose serious physical safety risks for women.

“The fact that user data from many of these apps could potentially be accessed by law enforcement or security authorities is a huge red flag,” Puneet Gogia, founder of Excel Champs, told PureVPN. “Requiring disclosure of information like previous miscarriages or abortions is not only an invasion of privacy, but could be incriminating for users depending on where they live. The lack of proper data deletion functions in some apps is also extremely problematic.

Update: Meta & Flo Health Case Raises New Alarms (2025)

In July 2025, a California jury found Meta, guilty of illegally collecting reproductive health data from Flo Health app users and exploiting it for targeted advertising.

This case is a landmark moment for women’s digital privacy because it proves that:

Even apps marketed as “safe” and “private” can secretly funnel data to third parties.
Women’s intimate health details — cycles, fertility tracking, and pregnancy status — are treated as highly valuable ad data.
Legal protections are still struggling to keep up with the billion-dollar femtech industry.

While Flo Health and Meta have been under scrutiny for years, this ruling is a wake-up call for the entire sector. It shows that the risks outlined in this article are not theoretical — they are happening right now.

According to a 2025 court ruling against the tech giant was found guilty of illegally collecting reproductive health data from Flo Health users and monetizing it for targeted advertising. This landmark case is only the latest example in a growing list of scandals exposing how fragile health app privacy really is.

Recent incidents reveal a sobering truth: women’s most personal data — from cycles to fertility struggles — is being treated as a goldmine for advertisers, insurers, and even political actors.

The Role of Data Brokers

Data brokers often collect and sell personal data harvested from various sources, including health apps. This practice raises ethical and privacy issues, as users may be unaware of how their personal health information is being monetized. The potential misuse of this data by insurers, employers, or even law enforcement highlights the need for stringent data protection measures.

“In reviewing female health apps, studies suggest room for progress. Only 15% clearly outline how data will be used beyond the app itself,” Peter Shankman, founder of Source Of Sources, told PureVPN. “Less than 10% provide choices to fully delete stored information. And shockingly, over 20 popular apps were found to share personal identifiers with outside marketing and data companies.”

Furthermore, the demand for digital healthcare has skyrocketed in recent years, leading many Americans to rely on software-based virtual health and wellness apps. Users typically provide personal data, medical histories and complete mental health assessments, similar to a doctor’s office visit.

A 2023 Duke University report discovered data brokers selling information that identified individuals by their mental health diagnoses, such as depression, anxiety, and bipolar disorder. While many brokers removed personal details, some still included names and addresses of those seeking help.

Pricing for mental health data varies significantly, where one data broker charged $275 for 5,000 aggregated counts, while others charged upwards of $75,000 or $100,000 per year for subscription access. Moreover, some brokers imposed data use limitations on the sale of mental health information, ranging from “single-use” to “multi-use” based on the firm and the product purchased.

The Data Brokerage of Women’s Health

The revelation that sensitive mental health data is being bought and sold by data brokers has sent shockwaves through the healthcare industry and raised serious concerns about privacy. This practice is not isolated to mental health or women’s health data, in particular – it is a lucrative commodity in this shadow market.

“I once used a popular cycle-tracking app and later discovered its data-sharing practices were questionable at best. It became clear that users must be vigilant and read the fine print regarding data usage,” shared by Caroline Bogart, founder of As Well You Should.

Data brokers are amassing vast quantities of women’s health data from various sources, including:

Period Tracking Apps: These apps collect detailed information about menstrual cycles, fertility, and pregnancy, which can be highly valuable for targeted advertising, market research, and even health insurance.
Weight Loss Apps: These apps often require users to share extensive personal and health information, including weight, diet, exercise habits, and even body measurements.
Fitness Trackers: While primarily associated with physical activity, these devices also collect data on sleep patterns, heart rate, and other biometric information that can be linked to overall health and potentially fertility.
Mental Health Apps: As highlighted in the Duke University study, data on mental health conditions is a prime target for data brokers, with potential implications for employment, insurance, and social stigma.

Regulatory frameworks like the Health Insurance Portability and Accountability Act (HIPAA) in the US and the General Data Protection Regulation (GDPR) in the EU aim to protect personal health information. However, the application of these regulations to mobile health apps can be complex and inconsistent.

HIPAA and Health Apps

HIPAA sets stringent standards for the protection of health information, including administrative, physical, and technical safeguards. However, many health apps fall outside HIPAA’s scope because they are not considered covered entities. This loophole allows some app developers to bypass crucial data protection requirements, leaving users vulnerable.

Moreover, the HIPAA Act imposes penalties to companies on violation of policies which could be civil monetary penalties ranging from $137 to $68,928 per violation, criminal penalties and potential imprisonment.

GDPR provides more comprehensive coverage, applying to any entity processing the personal data of EU residents. It mandates explicit user consent, data minimization, and the right to access, rectify, and erase personal data. For health app developers, compliance with GDPR involves significant changes in data handling practices to ensure transparency and user control.

Data Security Risks for Healthcare Apps

The commercialization of women’s health data poses significant risks:

Hacking and Data Breaches

Healthcare apps are prime targets for cybercriminals who use phishing, malware, ransomware, and SQL injection to steal data. Breaches can result in unauthorized access and disclosure of patient health information, violating HIPAA and leading to hefty fines.

Insider Threats

Internal risks include disgruntled employees and poor password hygiene. Training staff on data security and limiting access to sensitive information can help mitigate these risks.

Inadequate Encryption

Proper encryption of data both at rest and in transit is crucial. Weak or improperly implemented encryption methods can expose sensitive data.

Outdated Software

Apps with unpatched vulnerabilities and failing to update regularly are easy targets for hackers and cyberattacks. A proactive approach to updates and patches is essential to minimize security risks.

Ways to Ensure Data Privacy in Healthcare Apps

In the digital age, healthcare apps have become invaluable tools for managing personal health and wellness. However, the convenience they offer comes with the responsibility of safeguarding sensitive patient information.

“Some apps do have strong security and privacy measures,” Christopher Lyle,
a distinguished intellectual property and patent attorney told PureVPN.
“When reviewing an app, check if data is encrypted, if the policy
specifies how info can be used, if sharing is opt-in, and if data can be
deleted. Some apps now allow limiting data sharing to specific health providers.
Still, only share what’s necessary for the app’s core function.”

This advice is crucial for users seeking to protect their personal health data. Here are some essential ways to ensure data privacy when using healthcare apps:

1. Educate Yourself

Understand the app’s data privacy practices by reviewing privacy policies and in-app notifications. Be aware of how your data is collected, used, and protected.

2. Control Your Data

Ensure the app allows you to access, rectify, erase, or restrict the processing of your data in accordance with data privacy regulations.

3. Use Strong Passwords and Two-Factor Authentication

Create strong, unique passwords for your accounts and enable two-factor authentication to add an extra layer of security.

4. Keep Your App Updated

Regularly update your app to the latest version to benefit from security patches and improvements.

5. Be Aware of Phishing Attempts

Stay vigilant against phishing attempts by recognizing suspicious emails or messages that attempt to steal your personal information.

6. Use a VPN for Extra Protection

Enhance your data privacy by using a Virtual Private Network (VPN). A VPN encrypts your internet connection, protecting your data from hackers and unauthorized access. PureVPN, a premium and reliable VPN choice for millions, ensures your online activities remain private and secure using military grade AES 256-bit encryption and advanced security protocols.

The Future of Data Privacy in Women’s Health Apps

As the FemTech mobile apps market continues to evolve and offer immense potential to revolutionize women’s health along with seamless integration into women’s daily lives, it is crucial to address the data privacy and security challenges associated with these apps.

To ensure that the future is bright, data privacy must be a top priority. By prioritizing robust data security, clear user control, and strong regulations, we can create a FemTech space where women feel empowered to manage their health without fear of data exploitation.

Ensuring robust data protection measures, transparency, and user consent are essential to maintaining user trust and safeguarding sensitive health information in mobile apps. With the right policies and practices in place, FemTech mobile apps can achieve its promise of transforming women’s healthcare while safeguarding their most sensitive data.

On a side note, want to learn more about how to protect your online privacy while using health apps? Follow PureVPN Blog for expert tips and insights on safeguarding your personal data in the digital age.