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Why Natural Cycles's Business Model is so successful?

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Natural Cycles’s Company Overview

Natural Cycles is a revolutionary digital health company that specializes in effective, natural contraception solutions. Founded in 2013 by particle physicist Dr. Elina Berglund and her husband Dr. Raoul Scherwitzl, the company is based in Stockholm, Sweden. Natural Cycles is the first and only digital birth control method cleared by the US FDA and CE marked in Europe. It is a fertility awareness-based method that uses a mobile app to help women track their fertility and prevent or plan pregnancy. The company's mission is to pioneer women's health with research and passion, by empowering every woman with the knowledge she needs to be in charge of her health. The business model of Natural Cycles is centered around its proprietary app. The app uses an algorithm that analyzes body temperature and menstrual cycle data to predict a woman's daily fertility status. The app is subscription-based, with users paying either monthly or annually for access. It also offers a free trial for new users, allowing them to test the effectiveness of the app before committing to a subscription. The company also invests heavily in clinical studies and scientific research to continuously improve the app's algorithm and ensure its effectiveness and safety. Natural Cycles' revenue model is primarily based on the subscription fees collected from its users. The company offers two subscription plans: a monthly plan and a yearly plan. The yearly plan includes a free basal thermometer, which is essential for the daily temperature measurements the app's algorithm requires. This direct-to-consumer model allows the company to maintain steady and predictable revenue. Additionally, Natural Cycles also generates revenue through partnerships with healthcare providers and institutions, offering its technology as a natural, non-invasive contraceptive option for their patients.

Country: Sweden

Foundations date: 2013

Type: Private

Sector: Healthcare

Categories: Health

Natural Cycles’s Customer Needs

Social impact:

Life changing: affiliation/belonging

Emotional: wellness, design/aesthetics, provides access

Functional: informs, quality, reduces risk

Natural Cycles’s Related Competitors

Natural Cycles’s Business Operations

Customer data:

It primarily offers free services to users, stores their personal information, and acts as a platform for users to interact with one another. Additional value is generated by gathering and processing consumer data in advantageous ways for internal use or transfer to interested third parties. Revenue is produced by either directly selling the data to outsiders or by leveraging it for internal reasons, such as increasing the efficacy of advertising. Thus, innovative, sustainable Big Data business models are as prevalent and desired as they are elusive (i.e., data is the new oil).

Customer relationship:

Due to the high cost of client acquisition, acquiring a sizable wallet share, economies of scale are crucial. Customer relationship management (CRM) is a technique for dealing with a business's interactions with current and prospective customers that aims to analyze data about customers' interactions with a company to improve business relationships with customers, with a particular emphasis on retention, and ultimately to drive sales growth.


A digital strategy is a strategic management and a business reaction or solution to a digital issue, which is often best handled as part of a broader company plan. A digital strategy is frequently defined by the application of new technologies to existing business activities and a focus on enabling new digital skills for their company (such as those formed by the Information Age and frequently as a result of advances in digital technologies such as computers, data, telecommunication services, and the World wide web, to name a few).


The prevention, treatment, and management of disease and maintaining mental and physical well-being via the medical and allied health professionals' services. It includes diagnostic, preventative, remedial, and therapeutic service providers such as physicians, nurses, hospitals, and other private, public, and volunteer organizations. Additionally, it comprises producers of medical equipment and pharmaceuticals, as well as health insurance companies.


Subscription business models are built on the concept of providing a product or service in exchange for recurring subscription income on a monthly or annual basis. As a result, they place a higher premium on client retention than on customer acquisition. Subscription business models, in essence, concentrate on revenue generation in such a manner that a single client makes repeated payments for extended access to a product or service. Cable television, internet providers, software suppliers, websites (e.g., blogs), business solutions providers, and financial services companies utilize this approach, as do conventional newspapers, periodicals, and academic publications.

Technology trends:

New technologies that are now being created or produced in the next five to ten years will significantly change the economic and social landscape. These include but are not limited to information technology, wireless data transmission, human-machine connection, on-demand printing, biotechnology, and sophisticated robotics.

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