How Femtech Is Changing The Future Of Bladder Care

From the Uresta Starter Kit, a woman selects one of the bladder support device sizes to find her best fit for comfort and effectiveness.

Uresta is a Canadian femtech company offering an FDA-cleared, reusable bladder support device that helps women manage stress urinary incontinence.

A femtech startup is bringing a non-surgical solution for women’s bladder leakage to the U.S. and working to remove the stigma around an issue affecting one in three women. Stress urinary incontinence (SUI)—involuntary bladder leakage caused by weakened pelvic muscles—affects one in three women after 30 and one in two by menopause. Research shows women spend about $750 a year managing symptoms, mostly on disposable pads, which adds up to tens of thousands over a lifetime.

That’s the costly, stigmatized problem Lauren Barker, CEO and co-founder of Uresta, set out to change. Her Canadian femtech company developed an FDA-cleared, non-surgical bladder support device that helps women live leak-free. After proving success in Canada, Uresta raised $5.5 million, including $3 million led by BDC Capital, to launch in the U.S. and normalize women’s bladder health.

The Hidden Cost Of Bladder Leakage

Everyday activities like laughing, sneezing, or exercising can trigger an embarrassing leak for millions of women—a problem that’s both common and underdiscussed. Stress urinary incontinence affects 28 million women in the U.S. alone. Globally, hundreds of millions more experience some form of bladder leakage, whether from childbirth, menopause, or pelvic floor weakness. Yet two-thirds never tell their doctor they have a problem.

The economic impact is significant. A 2008 study found that women spent nearly $750 per year on pads, underwear, and other incontinence products—and reported a “significant decrement in quality of life”. Those costs accumulate over time: Some studies estimate women spend more than $18,000 in their lifetimes on disposable incontinence products.

The market opportunity is also large. The global continence-care industry is valued at $19.68 billion and expected to reach $30.34 billion by 2030, growing 7.5% annually. Yet innovation and funding in women’s bladder health lag far behind other medical categories, leaving women with few non-surgical options.

From Finance To Femtech CEO

When Lauren Barker met Uresta’s inventor, urogynecologist Dr. Scott Farrell, she was working in private equity. “I was the only woman on my team when I was introduced to a doctor developing a product for women’s bladder leakage,” Barker shares. “I couldn’t believe that 80% of women with this issue were using pads and how unhappy they were with those solutions.”

In 2020, Barker left finance to join Uresta as CEO and co-founder. Her investment background proved critical to raising capital, guiding regulatory strategy, and repositioning the device as a direct-to-consumer product. “Getting FDA clearance to remove the prescription requirement was huge,” crows Barker. “It means women can buy Uresta online, just like they would pads, without needing a doctor’s visit.”

After securing Health Canada clearance for over-the-counter sales, Barker spent several years navigating the FDA process. The company received U.S. approval in late 2024 and launched direct-to-consumer that November—a major milestone in the femtech space.

How The Bladder Support Device Works

Uresta is a reusable, medical-grade bladder support device inserted vaginally to support the urethra and stop leaks caused by stress urinary incontinence. Unlike surgery, it provides immediate, non-hormonal, non-surgical relief. The device can be worn during the day and removed at night, lasting up to 12 months before replacement.

The starter kit costs $179 and includes multiple sizes for fit testing; replacements cost $129 annually. While the upfront cost is higher than pads, Uresta can save women hundreds each year while reducing waste.

“Being able to take care of my health allows me to take care of my patients and family better, and using Uresta is one of the ways I do this,” describes Dr. Alicia Power, a family physician and co-founder of She Found Health and She Found Motherhood. “It is comfortable, easy to use, and discreet, and gave me the confidence to do the things I love to do without the leaks — running, weightlifting, and skipping rope.”

Beyond The Bladder Device

Barker says the company’s next phase includes Uresta 2.0, which will feature easier removal and a non-hormonal vaginal moisturizer for women who experience dryness, especially during menopause. Both products originated from user feedback. “We have a private Facebook group of over 7,000 women,” Barker points out. “They’ve helped shape what we build next.”

Overcoming The Comfort Misconception

At first glance, the Uresta device can appear intimidating. Barker says that initial hesitation is common but fades quickly once women try it. “We often hear women say, ‘It looks uncomfortable,’ but after using it, they’re shocked by how natural it feels,” she notes. “It’s soft, flexible, and made of medical-grade material. Once inserted properly, you don’t feel it at all.”

Clinical studies back that up. In a 12-month compliance study, more than 80% of participants rated insertion and removal as “easy or very easy,” and 90% reported they would continue using the device long-term.

Barker compares the learning curve to using a tampon or menstrual cup—awkward at first, but quickly routine. “This is a new category of product for many women,” she said. “It takes a little education, but once they understand how it works, they don’t go back to pads or surgery.”

Funding Challenges In Women’s Health

While Uresta’s mission is rooted in women’s health, its success also reflects a broader shift in how investors view the femtech sector.

“I’ve been on both sides—as an investor and now as a founder—and I can tell you, it’s still harder for women to raise money,” Barker said. “When you’re pitching a product that most men can’t relate to, the skepticism is real.” Yet she raised institutional funding from men.

Uresta’s $5.5 million in total funding, including a $3 million institutional round with $1.5 million from BDC Capital, represents growing acknowledgment that bladder health is both a medical need and a commercial opportunity.

“Lauren and the Uresta team are disrupting a massive, antiquated market by bringing dignity and autonomy to an issue that most women have dealt with silently,” explains investor Jaime Christian, Principal at NBIF. “Uresta recognizes this requires more than just a medical device: two-thirds of women don’t even tell their doctor they have a problem. It requires education to shift the perspective on how we discuss bladder health in women.”

Normalizing Bladder Health Conversations

Through testimonials, education, and community-building, Barker and her team are reframing stress urinary incontinence as a normal, solvable health issue rather than an inevitable part of aging or motherhood.

“We encourage women to share their experiences because it helps others feel less alone,” Barker said. “Our goal isn’t just to sell a product. It’s to change the conversation about bladder health.”

Uresta’s marketing strategy combines medical credibility with real voices. The company plans to expand educational outreach to healthcare providers and eventually move into retail once brand awareness reaches a tipping point. In the meantime, referrals are steadily coming from pelvic floor physiotherapists and physicians who specialize in women’s bladder health—clinicians who understand the science behind the device and can confidently recommend it as a non-surgical option for women experiencing stress urinary incontinence.

By making stress urinary incontinence visible and treatable, Barker hopes to help women regain confidence and control. “This is about giving women control over their bodies again—and reminding them they don’t have to just live with it,” she said.