“When telehealth startup Ro launched in 2017, it—like many of its competitors—focused on men’s health. But a year-and-a-half in, the company is now broadening its focus to include women, and specifically a particularly underserved group of women: those in or entering menopause.

On Wednesday, the startup launched its latest vertical, dubbed Rory, which is aimed at women between the ages of 45 and 65 who are seeking care, community, and knowledge around menopause. The company says it’s the first platform in the telemedicine space—companies that provide remote medical attention, usually via video chat—to target women in midlife.

‘It stuck out to us as a huge need in the market,’ says Rachel Blank, who joined Ro to lead the Rory platform. ‘Menopause and puberty are the only things every single woman will go through at some point in life, but there are very few resources online.'”

Read the full article on Fortune.

The news was also covered in Forbes, FastCompany, CNBC, Well&Good, and TechCrunch.