WoW Woman in FemTech I Anna Butterworth, founder of Ultra Violet Futures

Anna Butterworth is a FemTech veteran. Originally landing at Elvie in 2015 she was the first communications hire and managed the brand messaging across 60+ territories leading the way in FemTech marketing strategy. Since branching out to create the world's first FemTech focused creative agency Ultra Violet, Anna has worked with global disruptors such as Thinx, Become, Doppel, Wuka, Mooncup, Womanizer, Soho House, The Eve Appeal, and more. 

From securing the first live televised feature from a woman’s vagina (ITV This Morning), producing the very first inclusive sex chat show Private Parts (Venus Libido X WowTech), or curating the first above the line ad campaign on Oxford Street for period pants (Thinx launch in Selfridges), disruption is in her DNA. 

Ultra Violet Futures is the world’s first trend forecasting agency for FemTech, women’s and marginalised health innovation. They use forecasting methodology to empower brands and investors to not only envisage but define the future of this category. They deliver market landscape forecasts, future consumer mindsets, product trend analysis, and future brand strategy to brands and businesses across a range of sectors. Positioned as a full-service agency, they will also offer workshops and training in future forecasting and innovation methodology. Ultra Violet Futures is founded by FemTech veteran Anna Butterworth and innovative Future Forecaster Rhiannon Jones.

Anna, tell us a bit about your background and your projects so far.

I come from a marketing and communications background since interning during university at one of the first social media agencies in New York - this is pre-Facebook or Twitter! I joined a consumer PR agency and went through in-house campaign management at the (in?)famous charity Kids Company before joining Elvie in 2015 as the first communications hire. During my time at Elvie, I met so many incredible founders, marketers, and creatives who were all having similar struggles so it made sense to me to launch an agency where I could help more brands. That’s when I founded the world’s first FemTech focused creative and marketing agency Ultra Violet. As the MD there I’ve worked with an incredible array of brands and seen this space grow exponentially over the years. 

How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?

I wasn’t aware of FemTech as an industry before I joined Elvie, although, to be fair the term hadn’t even been coined at that time. What drew me to the company, and the industry as a whole was the opportunity to regain control of our bodies. I already understood that the narrative around women’s bodies had been masculinized and medicalised over the past century and then I saw this incredible opportunity to take ownership of the conversation back, and develop fantastic and exciting solutions that actually help. 

 I was very lucky to get in straight away and have been embedded in the FemTech, women’s, and marginalised health community ever since. 

How long did it take you to be where you are now? What was the biggest obstacle? What are the challenges of being in the industry you are in? 

I have been working in FemTech for six years, and communications for nine. For me, the biggest obstacle is always when FemTech or health innovation intersects with other industries - such as investment funding, retail, or media - because it can take such a long time for other people to understand the importance of what we do. I’m still hearing the term ‘niche’ is used when referring to women’s health or FemTech which is crazy when you think about it. Everyone is impacted by maternal and reproductive health and by wellbeing innovations not just those accessing the services but the people around them as well. 

 The main avenue we have to take to overcome this obstacle is representation. Until funding firms, governments, NGOs, technology, and medical companies have a truly diverse range of people in decision-making roles, we will continue to struggle. By this, I don’t mean a 25% quota of women, but diverse gender, sexuality, and racial representation at every level. 

What are your biggest achievements to date?

Launching Thinx in the UK with an exclusive Selfridges listing and a full above-the-line campaign along Oxford Street has to be up there. I had only recently launched the agency so it was a huge deal for us to work with such big hitters in the industry that early on. The launch was so successful that Thinx graduated from the LG concession to the Body Studio which was awesome. 

 I think my favourite project though has to be producing the world’s first sex chat show Private Parts with Venus Libido and WOWTech. Venus and I got an incredible line-up of guests from across the gender and sexuality spectrum for the five digital episodes then even got to record a live episode at Lost Village Festival with Ashnikko which was great fun. It also meant I was able to deliver content for WOWTech that, crucially, didn’t get shadowbanned so it was a success on every level. 

What are the projects you are currently working on?

Right now it’s all systems go with my business partner Rhiannon Jones on our new venture Ultra Violet Futures - the world’s first trend forecasting agency for FemTech, women’s and marginalised health innovation. 

Trend forecasting uses such a unique and interesting methodology to better understand future consumer mindsets and help companies plan ways to meet their needs. It allows us to figure out the real-world opportunities in one, two or five years time and prepare product developers, marketers and investors on what’s to come. Instead of blindly predicting what might be on the horizon, or being on the back foot and solving problems consumers are asking for now, we can be strategic and methodological in planning so it’s better for everyone. 

Is the #WomenInTech movement important to you and if yes, why? 

Absolutely! Technology has been in the hands of a few gatekeepers for too long so it’s really exciting to see movements like this breaking down barriers. 

What will be the key trends in your industry in the next five years and where do you see them heading?

I’m excited to see the expansion, and eventual end, of FemTech. I think it’s a problematic term that can feel exclusive to some people for whom the industry should be serving. The inclusion of the trans experience in tech innovation, as well as better serving people from marginalised communities, is what I’m most excited about. The other big change I’m looking forward to is the diversification of decision-makers. We need a greater variety of voices deciding where funding is allocated, how technology is designed, and who for. 

What is the most important piece of advice you could give to anyone who wants to start a career in this industry?

Think outside the box. You don’t need to work in a specific FemTech company to be an important influence in the industry. Striving to support women’s and marginalised health innovation can be done at every level. 

Who are three inspirational women in your respective industry you admire?

Tania Boler, Elvie founder - As the woman who brought me into this field I am eternally grateful to her for that, and as a pregnant woman the pelvic floor trainer is a lifesaver! 

Amy Thomson, Moody founder - until Moody, cycle tracking was centered around periods but she is enabling women to understand their menstrual cycle all month long. With that information, women can harness their hormones for better physical and mental health. 

Martha Lane Fox, lastminute.com founder, and a lot more! - Martha was one of the first female tech founders I became aware of and her work with the government and Channel 4 after leaving lastminute.com showed me the extensive impact women in tech can have. 

Find out more about Ultra Violet Futures on their website.

Connect with Anna on her LinkedIn.

This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder, and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship, and diversity. Follow Marija on Twitter @MarijaButkovic and read her stories for Forbes here.