Choix is a technology company.
Choix has raised $1.0M across 1 funding round.
Choix has raised $1.0M in total across 1 funding round.
# Choix: A FemTech Pioneer in Reproductive Healthcare Access
Choix is a telehealth platform that democratizes access to abortion and sexual reproductive healthcare through technology-enabled, asynchronous care delivery. Founded in 2020 by a clinician-led team, the company built a virtual-first model that eliminates traditional barriers—geographic, financial, and logistical—by allowing patients to access medication abortion and related services from home without scheduled appointments.[1][3]
The company's core mission centers on providing high-quality, non-judgmental, and affordable abortion care via telehealth, positioning reproductive healthcare as a fundamental right rather than a specialized service.[1] Choix achieved notable early traction, raising $1 million in seed funding led by Elevate Capital in June 2022, with plans to expand further.[3] The platform served patients across California, Colorado, Illinois, Maine, New Mexico, and Virginia before pivoting its operations.[1][4]
Choix emerged from the intersection of clinical expertise and technological innovation. The company was founded in 2020 by an award-winning clinician team, with Cindy Adam serving as CEO and co-founder alongside Mark Adam, who holds the roles of President, CTO, and co-founder.[1][3] Mark Adam brought substantial technical credentials to the venture, having previously served as Enterprise Architect Director at Akamai Technologies, where he led consulting teams working with major technology companies on digital experience optimization.[1]
The founding team launched Choix's fully remote abortion care offering in October 2020, a pivotal moment that positioned the company as the first US abortion provider to enable patients to communicate exclusively with healthcare professionals on their own schedule via text.[1] This asynchronous model represented a fundamental reimagining of reproductive healthcare delivery, reducing service costs by more than half compared to typical in-person visits while maintaining clinical rigor.[3]
The company's early momentum was substantial. Beyond its core abortion services, Choix became one of the first US-based companies to offer advance provision of abortion pills—allowing patients to access medication before pregnancy occurs—a feature that helped overcome significant financial and logistical barriers.[1] By 2023, the platform had garnered exceptional patient satisfaction, with over 98% of surveyed patients expressing willingness to recommend Choix to others, earning recognition as one of Fast Company's Top 10 Most Innovative Companies that Responded to Crisis in 2023.[4]
Asynchronous Care Model: Choix pioneered appointment-free healthcare delivery in abortion care, allowing patients to complete medical questionnaires and communicate with clinicians entirely through text on their own schedule.[1][3] This eliminates the coordination friction that typically delays care access.
Advance Provision of Medication: The company was among the first to offer patients the ability to obtain abortion pills before pregnancy, fundamentally changing the access equation for time-sensitive reproductive healthcare.[1]
Clinician-Founded Architecture: As a majority clinician-founded company, Choix embedded medical expertise into product design from inception, ensuring that technological innovation served clinical best practices rather than compromising them.[1]
Integrated Sexual and Reproductive Health Suite: Beyond abortion care, the platform provides emergency contraception, birth control, genital herpes care, cold sore treatment, and UTI treatment, positioning reproductive health as a comprehensive ecosystem rather than isolated services.[3]
Cost Efficiency: By leveraging telehealth and asynchronous workflows, Choix reduced service costs by more than 50% relative to traditional in-person abortion care.[3]
Choix operates at the intersection of three powerful trends: the FemTech revolution, the telehealth acceleration, and the reproductive rights crisis. The company's emergence in 2020 coincided with growing recognition that technology could expand healthcare access in underserved domains, particularly reproductive medicine where regulatory, geographic, and social barriers had historically constrained innovation.
The post-Dobbs landscape—following the 2022 Supreme Court decision overturning Roe v. Wade—fundamentally altered Choix's operating environment. Rather than a growth-stage expansion story, the company pivoted to partnership, recognizing that the regulatory fragmentation across states required different operational models. In October 2023, Choix ceased independent operations and launched a partnership with carafem, a complementary reproductive healthcare provider.[4] This strategic move reflected the reality that FemTech companies in abortion care must navigate an increasingly complex patchwork of state-level restrictions while maintaining clinical quality and patient safety.
Choix's influence extends beyond its direct patient impact. The company demonstrated that asynchronous, text-based healthcare delivery could achieve clinical outcomes and patient satisfaction metrics that rival or exceed traditional models, validating a broader thesis about remote-first healthcare architecture. This has implications for how other healthcare domains might reimagine access through technology.
Choix's trajectory illustrates both the promise and fragility of FemTech innovation in the current regulatory environment. The company built a genuinely differentiated product—asynchronous abortion care—that solved real access problems and achieved exceptional patient satisfaction. However, the post-Dobbs legal landscape forced a strategic recalibration from independent expansion to partnership integration.
The company's future likely involves operating within the carafem ecosystem, leveraging its technological innovations and clinical expertise to enhance a broader reproductive healthcare platform. The key question for the FemTech sector more broadly is whether companies can sustain venture-scale growth when operating in a domain where regulatory risk is asymmetric and geographically fragmented. Choix's pivot suggests that the answer may lie in strategic partnerships and integrated platforms rather than standalone national expansion.
For investors and observers, Choix represents a case study in mission-driven technology meeting political reality. The company's $1 million seed round from Elevate Capital—a fund explicitly focused on diverse and women-led founders—underscores how reproductive healthcare innovation attracts capital aligned with both financial returns and social impact. As the FemTech sector matures, companies like Choix will likely define the template for sustainable growth: deep clinical partnerships, technological differentiation, and strategic flexibility in response to regulatory change.
Choix has raised $1.0M in total across 1 funding round.
Choix's investors include Elevate Capital.
Choix has raised $1.0M across 1 funding round. Most recently, it raised $1.0M Seed in May 2022.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| May 1, 2022 | $1.0M Seed | Elevate Capital |