The Businesswoman Who Aspires to Revolutionise Female Sexual Health

Valeria Saccone

“We want to reach millions of women and raise awareness on women’s sexual health.” Estrella Jaramillo is a young Spanish businesswoman who is launching Bwom in the United States. This app focuses on prevention and on establishing healthy habits that will help women improve their pelvic floor.

The app works in a very simple way: users download it to their mobile phone and take a test based on a scientifically validated questionnaire. “This allows us to make an assessment of each user and create a personalised care plan, which includes exercises for their pelvic floor using audio pieces lasting a maximum of 3 minutes. Users also receive information linked to their diagnosis and recommendations regarding habits they must include in their daily routine,” explains this IE alumna.

At present Bwom has around 200,000 users of all ages, from adult women without children to pregnant women and those who are in the postpartum period, peri-menopause and menopause. A team made up of physiotherapists, sexual health professionals, gynaecologists and midwives helps them treat their symptoms. “We want to offer women a personalised solution to their problems, and not just specialised information,” points out Jaramillo.

Bwom specialises in pelvic floor physiotherapy, a somewhat unknown field which aims to strengthen women’s reproductive organs. “Women aren’t given personalised solutions after giving birth. Rather than seeing a gynaecologist every couple of months, they need a physiotherapist who can help them restore their muscular structure,” says Jaramillo.

This app focuses on prevention. The idea is that women start to pre-emptively treat symptoms such as minor urinary incontinence, discomfort during intercourse, pelvic pain or genital prolapses. “Women feel very alone after giving birth. With Bwom we aspire to make an impact on the lives of millions of women, so that they know there are solutions, that they don’t have to live with these symptoms all their lives.”

For her, the pelvic floor is still a taboo subject. “How many women who have had children recognise that they have urinary incontinence? It happens to all of them for a few weeks. They all have some symptoms or discomfort during sexual relations in the first 18 months postpartum, and they suffer in silence,” says Jaramillo.

This Spanish businesswoman has a degree in translation and interpreting, and worked as a project manager at a company in her area of expertise until she realised that she was more interested in business and strategic communication. For this reason, she decided to study for a Master in Corporate Communications at IE. “This Master helped me a lot. I had trained purely in the Humanities and at IE I learnt to use the tools necessary to become an entrepreneur, to design an international strategy and to work on the conceptualisation of a company”.

After her Master, she worked at Nonabox, a company producing product boxes for pregnant women. “This was my first experience with a start-up. I began to become familiarised with the concerns that women have regarding the changes in their bodies during pregnancy.” Going from start-up consultancy to Bwom didn’t take long. Jaramillo met Verónica Torras, the founder of this app, and decided to join the project, which is at the fundraising phase.

Jaramillo hopes to make a social impact, by promoting change in healthcare policies. “Healthcare is designed for men. It does not cover women’s needs. We want medical centres and insurance companies to offer women the tools they need to care for their sexual health. We are negotiating with institutions so that they pay a flat rate and in exchange receive the open tool for their users. Long term, this will lead to cost savings,” explains this businesswoman, who lives in New York and frequently travels to Silicon Valley to visit her investors.

She admits that she was thrilled to be nominated to the EPIC Alumni awards. “After my Master at IE, I left my life in Madrid to launch Bwom in the U.S. If my transition can motivate other people to become entrepreneurs, I am very grateful for the opportunity. I trained to become an employee, but after my time at IE I began to see other work options that were better suited to my personality and aspirations,” she says.