In a move for women’s health, menstrual health startup Joii is launching the world’s first AI-powered app that accurately measures period blood volume in the UK, transforming a guessing game into hard data that benefits patients and clinicians alike.
Joii’s innovation, which is registered as a Class I medical device in the UK, is bringing data to an area of women’s health that has long been ignored and minimised.
The numbers tell a sobering story. One in three people with periods experience heavy menstrual bleeding. Yet diagnosis can take years. Nearly half of endometriosis sufferers visit their GP 10 or more times before being diagnosed, with 78% reporting they were told they were making a “fuss about nothing. Many women with adenomyosis, fibroids, PCOS and other menstrual health conditions describe feeling similarly dismissed or not taken seriously when seeking help.
Using sophisticated AI technology paired with Joii’s specially designed pads, Joii’s Period Evaluation app instantly measures blood volume and clot size with clinical precision. Users simply scan their pad with their phone, eliminating guesswork and providing hard data that can be reviewed by clinicians.
“We already count our steps, monitor our sleep and track our heart rate,” says Justyna Strzeszynska, founder of Joii, who developed the app after her own painful journey to a fibroids diagnosis left her anaemic and struggling. “Measuring blood loss is the next logical step in digital health, turning subjective reporting into measurable, clinically relevant data. Joii is exploring integration pathways within NHS primary care to support early identification and management of heavy menstrual bleeding.”
Using the app to measure period volume provides users with objective data in millilitres rather than relying on subjective terms like ‘heavy’, ‘light’ or ‘normal’ flow or counting how many pads or tampons they use.
People can also use the app to track their other menstrual symptoms and their severity, including pelvic pain, pain during sex or clotting, alongside systemic issues such as brain fog, fatigue, cravings and more.
Clinical Validation
A clinical study conducted through the National Institute for Health and Care Research (NIHR) demonstrated strong clinical acceptance:
- 93% of GPs agreed that the technology can support the diagnosis of heavy bleeding
- 82% of doctors said it has the potential to replace gold-standard methods for assessing period volume and clot size
- 89% would use the app to assess period volumes if NHS-approved
- 80% would use it to support treatment planning and monitoring for heavy periods
The app also provides cycle tracking and predictions, doctor visit notes so users can remember what to ask at appointments, educational content and personalised health insights and reports.
A five-month feasibility study conducted with the University of Bradford and funded by Innovate UK demonstrated the app’s real-world value for patients:
- 88% of users said it would improve how they communicate period volume with their GP.
- 52% reported improved period health literacy after using the app.
- 36.6% improvement in users’ ability to understand whether their period is within a normal or abnormal range.
The Joii app is free to download (iOS and Android), and the evaluation pads are available in the UK via the Joii online store.
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