WoW Woman in FemTech I Victoria Shaw, founder of Perinatal Insight Consultancy
Victoria Shaw is a UK-based NMC registered midwife, midwifery lecturer and freelance Clinical Expert Advisor and fractional Chief Medical Officer, specialising in perinatal and women’s health innovation.
With over 13 years of experience spanning biology, midwifery and academic leadership, she bridges clinical expertise with innovation to support evidence-based product development in FemTech and perinatal care. Victoria has worked extensively in high-risk maternity settings and led MSc programmes, contributing to research and education in reproductive health. Victoria also spent a year on secondment with NHS England as a Maternity Clinical Fellow, supporting regional and national strategies and agendas. Victoria recently launched a freelance Clinical Advisory and Fractional Chief Medical Officer service, Perinatal Insight Consultancy, supporting FemTech founders in developing evidence-based products and services.
Perinatal Insight Consultancy is a UK-based clinical advisory service specialising in women’s health and FemTech innovation. Perinatal Insight Consultancy provides freelance clinical advisory or fractional Chief Medical Officer services to startups, founders, established companies and investors.
Tell us a bit about your background and your projects so far.
I began my career with a strong academic foundation in biology, which sparked a lifelong interest in women's health and reproductive science. This interest led me to train as a midwife, where I gained broad clinical experience across the maternity pathway, eventually specialising in high-risk care on a busy delivery suite. I’ve had hands-on experience in complex clinical environments, shaping understanding of the realities and challenges faced by women and healthcare professionals alike. Determined to deepen my knowledge, I completed an MSc in Reproduction and Development, with a particular focus on fertility and women’s health. This further cemented my passion for research-led practice and evidence-based innovation in the perinatal field.
Following my postgraduate studies, I moved into academia, where I have built a distinguished career as a midwifery educator. I have worked as a senior lecturer and research assistant, contributing to several projects focused on perinatal outcomes and women’s health. Alongside my academic responsibilities, I’ve served as an admissions tutor, supporting equitable access to midwifery education. Over the past two years, I have held the role of MSc programme lead, overseeing postgraduate midwifery and maternal health education and mentoring the next generation of clinicians and researchers. My leadership in education has been further enhanced by a year-long secondment as a maternity clinical fellow with NHS England. In that role, I contributed to both regional and national strategies, particularly in workforce development and training transformation, helping shape policy and practice to improve care quality across the maternity system.
I remain an NMC registered midwife and senior midwifery lecturer, whilst working as a freelance Clinical Advisor and fractional Chief Medical Officer. Offering expert insight at the intersection of education, research and innovation in women’s health. I collaborate with universities, FemTech companies and healthcare organisations to support the development of evidence-based services and products. My work is grounded in real-world clinical experience and academic rigour, ensuring that innovation in the sector remains person-centred, safe and impactful. Through my advisory work, I continue to influence the future of women’s health, bridging the gap between frontline care and strategic development.
How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?
My entry into the clinical advisory and women’s health innovation space was a natural progression from my academic and clinical background, but it was by no means easy. Moving into the health innovation and clinical expert sector required a shift in mindset and skillset. Unlike more traditional roles within healthcare or academia, the clinical advisory field, particularly in women’s health and FemTech, is still developing and often lacks clearly defined pathways. I have had to navigate this evolving landscape by leveraging my credibility as a clinician and academic, building networks and proactively seeking out opportunities where my expertise could add value.
Establishing myself as a trusted advisor meant learning to translate complex clinical knowledge into strategic insight for companies and organisations unfamiliar with healthcare systems. One of the key challenges has been working with founders and startups who often haven’t budgeted for a Clinical Advisor or don’t initially recognise the necessity of a clinical voice in the development of women’s health products and services. Part of my role has involved educating stakeholders on the value of embedding clinical expertise from the outset, not as an afterthought, but as a core component of safe, effective and user-centred innovation.
This is very much an ongoing journey which I continue to navigate and learn as I define my place in this dynamic and evolving industry, building a career that blends impact, integrity and innovation in women’s health.
How long did it take you to be where you are now? What was the biggest obstacle?
My career in biology and midwifery spans over 13 years, encompassing clinical practice, academic leadership, research and education. While my foundation in healthcare and education is well-established, the clinical advisory and fractional CMO element is still relatively new. I officially launched Perinatal Insight Consultancy almost three months ago, marking a significant step into freelance advisory work. Despite the consultancy being in its early stages, it is built on more than a decade of hands-on experience, strategic insight and a clear commitment to improving outcomes in women’s health through evidence-based innovation.
This new phase of my career is still evolving and I remain focussed on building meaningful partnerships, establishing my voice within the FemTech and healthcare innovation sectors and continuing to grow my influence as a trusted Clinical Advisor and fractional CMO.
One of the biggest obstacles I have faced in this transition into clinical advisory and CMO work has been building the right network and connecting with people who not only share her values but also understand the value of clinical insight in women’s health innovation. The space can be saturated with clever marketing and consultancy services of varying quality, which can make it difficult to identify genuine, aligned opportunities. Navigating this landscape and pitching myself and my services to the right people has been the most challenging aspect of my journey so far. It requires not just visibility, but also clarity of message, strategic positioning and ongoing relationship-building. It’s a process that remains a work in progress, as I continue to define and refine my niche in a competitive and often misunderstood area of healthcare consultancy.
I am especially grateful to Women of Wearables (WOW) for creating a supportive and inspiring community where FemTech innovators, clinicians and entrepreneurs can connect and collaborate. Platforms like WOW have been instrumental in helping me find like-minded professionals and begin building a more purposeful, aligned network.
Is the #WomenInTech movement important to you, and if so, why?
The #WomenInTech movement is highly important to me. Historically, the field has been largely dominated by men, though this is changing; there are still a disproportionate number of male compared to female founders. I recognise the vital need to amplify and support women’s voices. This movement not only advocates for gender equity in tech leadership and innovation but also highlights the importance of diverse perspectives in designing products and services that genuinely meet users’ needs. For me, #WomenInTech represents more than just representation; it’s about challenging systemic barriers that have historically sidelined women’s expertise, particularly clinical voices, in technology development. I believe that fostering inclusive environments where women can lead, innovate and collaborate is essential to advancing women’s health outcomes and driving meaningful, person-centred innovation. Supporting this movement aligns with my broader mission to ensure that healthcare innovation is grounded in real-world clinical experience and centred around the needs of women and families.
What will be the key trends in your industry in the next five years and where do you see them heading?
I foresee several key trends shaping the women’s health and FemTech industry over the next five years. One of the most significant is the rise of female founders who bring lived experience and deep empathy to product development. These women-led startups are not only driving innovation that is more attuned to real user needs but are also increasingly successful in securing venture capital funding, reflecting growing investor confidence in female-led solutions. Alongside this, there will be a growing demand for clinically credible services and products. As the industry matures, investors, regulators and consumers alike are increasingly expecting evidence-based innovation backed by clinical expertise. This shift will encourage stronger collaborations between healthcare professionals and technology developers, ensuring that new tools are not only innovative but also safe and ethically designed.
I believe these trends will lead to a more sophisticated and trustworthy FemTech ecosystem. The sector is poised to evolve from early-stage hype to mature, impactful solutions that truly improve outcomes across the reproductive and perinatal journey.
What is the most important piece of advice you could give to anyone who wants to start a career in this industry?
My advice to anyone looking to start a career in women’s health innovation or clinical advisory work is to prioritise building genuine, multidisciplinary relationships. Success in this industry relies not only on clinical expertise but also on the ability to communicate clearly across sectors, whether with technologists, entrepreneurs, policymakers or researchers. I would encourage newcomers to be patient and persistent, recognising that the FemTech and healthcare innovation space is still evolving, with many uncharted paths. Learning to educate others on the importance of clinical insight and advocating for evidence-based, person-centred approaches are essential skills. Most importantly, I would stress the value of staying curious and adaptable. The intersection of healthcare and technology is dynamic and those who thrive are those willing to continuously learn, listen and innovate with empathy and integrity.
Who are three inspirational women in your respective industry that you admire?
Michelle Kennedy — Founder and CEO of Peanut, a social networking app connecting women through the various stages of motherhood. Michelle’s visionary leadership has created a global community supporting women’s wellbeing, tackling isolation and fostering real connections.
Valentina Milanova – Founder of DAYE, Valentina is revolutionising the FemTech and women’s health world with innovative products like their diagnostic tampon, which is breaking new ground in personalised health monitoring and early detection. Her work exemplifies the power of combining cutting-edge technology with a deep understanding of women’s health needs.
Emma Grede – While Emma isn’t directly involved in FemTech, I have found her leadership and empowerment messages deeply inspiring. Emma’s appearance on the Ladies Who Launch podcast with Rochelle Humes offers powerful insights into female entrepreneurship and the importance of supporting female founders. Her experience as co-founder of brands like Good American and Skims provides invaluable lessons in resilience and visionary leadership.
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