In a world where innovation is constantly reshaping our lives, Maaike Steinebach is a force to be reckoned with. As the winner of our Women in Tech award, she has cemented her position as a leader in the dynamic world of FemTech. With a career that spans the globe and a passion for empowering women through technology, Maaike is on a mission to transform the way we approach women's health and well-being. As the Founder of FemTech Future and the Co-CEO of FemTech Association Asia, her work is paving the way for a brighter, more equitable future for women everywhere.

But what drives this remarkable woman? What inspired her to embark on this journey, and how has she navigated the challenges of being a female leader in a male-dominated industry? We sat down with her to uncover the secrets behind her success and explore her vision for the future of FemTech. From her pivotal role in shaping Hong Kong's tech ecosystem to her unwavering commitment to empowering the next generation of female leaders, Maaike's insights offer a glimpse into the mind of a true innovator.

Maaike had her life transformed by three pivotal "aha moments."

Despite starting her career in the male-dominated financial services industry, where she was fortunate to have supportive male bosses, Maaike found herself craving innovation and change. " I have a growth mindset and want to move forward. I felt that financial services wasn't moving quickly enough," she shares. It was at a tech conference that she had her first epiphany, recognizing the need to embrace technology to better support her team, colleagues, and clients. However, it was her personal struggles as a woman in the workplace, juggling the roles of mother, partner, and caregiver, that led to her second revelation.

"My conclusion was that this is because we don't consider the personal circumstances of women. Our organizations, employee policies, and employee benefits are all tailored around the masses and not customed to deal with the needs of individuals," she explains.

"And the reality is that women have more health issues to deal with. This realization ignited her passion for addressing the unique health and well-being needs of women, which ultimately led to her third "aha moment" – the discovery of FemTech in 2018. When I had that aha moment, I realized that FemTech can be a solution because it is essentially a set of products and services that use technology to support the health and well-being of women and can, that way, democratize the wellbeing of women," she enthuses.

FemTech Association: innovation meets women's health.

"At the FemTech Association, which was founded by Lindsay Davis in 2021 in Singapore, we are essentially an industry network and community where we unite all the companies active in the FemTech space. We also bring on board corporates who are interested in women's health from an employee benefit perspective, a sustainability perspective, or an innovation perspective. We don't actually invest." However, Maaike's personal passion for supporting groundbreaking FemTech companies shines through. She seeks out founders who have lived through the challenges they aim to solve, explaining, "The most successful companies are the ones that are solving real-world problems. Often, these are women who have gone through an experience themselves." When evaluating potential investments, Maaike's keen eye focuses on the problem at hand, the founder's relevant expertise, and the solution's scalability. "I look at what problem they are trying to solve, what experience the founder has in the health or FemTech space, and how they are able to scale the solution beyond an existing market. I think that's good." With Maaike's guidance and the FemTech Association's unwavering support, the future of women's health innovation looks brighter than ever.

Leading the charge to break the stigma and promote open conversations.

Maaike emphasizes the importance of normalizing discussions about topics that have been historically taboo not just in Asia, such as periods, fertility, menopause, and mental health. "We are discovering much more about women's bodies because research has typically been conducted on men," Maaike explains.

"Women were not included in clinical trials, and even trials done on animals did not include female animals. We are only learning that now."

By encouraging women to feel comfortable talking about these issues with their partners, friends, and family, Maaike believes we can drive meaningful change in both the FemTech industry and society as a whole. She highlights the startling disparity in medical research, noting, "We now know, for example, that some period pain can be as painful as a heart attack. Can you imagine what would happen if every man in the world had a heart attack every month?" Through her tireless efforts, Maaike is paving the way for a future where women's health is prioritized, understood, and celebrated.

Success begins with prioritizing our own well-being.

"Women should put the oxygen mask on themselves first," she says, drawing a parallel to Maslow's hierarchy of needs. "I know many men who put themselves first. They go to the gym, take holidays when they need it, go skiing with their friends, eat well, and focus on supplements and their overall health, even if they might drink occasionally." Maaike emphasizes the importance of having a healthcare routine, ensuring regular check-ups like mammograms and pap smears, and utilizing available tools to manage health. She also calls upon organizations to create awareness about the unique health needs of women in the workplace. "I think it is crucial to create awareness about this topic, highlighting that women's bodies are different from men's bodies and that women have to go through more issues in the workplace. It's about education, support, and hopefully putting in place policies and procedures that can specifically support women, whether it's related to their periods, pregnancy, egg freezing, fertility, or menopause, which is also a significant concern. We need to normalize the conversation." Maaike encourages women to speak up and support each other, saying, "Women have an obligation to speak up, but the easiest thing you can do is say, 'Hey, how are you doing? How can I help and support you?'" By prioritizing self-care and advocating for their health needs, women in Hong Kong can thrive both personally and professionally in the dynamic worlds of tech and finance.

Maaike's refreshing perspective on finding one's true purpose is a breath of fresh air when societal expectations and external pressures often dictate our life choices.

Maaike encourages aspiring women leaders to embark on a journey of self-discovery, urging them to "follow [their] own heart" and not be swayed by the opinions of others. She emphasizes the importance of exploring various opportunities, saying, "try a lot of different things," until you find something that ignites your soul. Maaike also stresses the value of surrounding yourself with a supportive network, sitting on the board of Splash to support women and underprivileged people in Hong Kong, and setting up Women in Tech. Her powerful words, "I think it's much worse to stay in a job where you're extremely unhappy just because you have bills to pay, rather than pursuing something that genuinely gives you happiness," serve as a reminder that life is too short to settle for anything less than what truly fulfills you. Maaike's inspiring message is a call to action for women everywhere to fearlessly pursue their dreams, no matter how daunting the journey may seem, because "every day is a new chance" to create the life you truly desire.

Text: Jeremy Chapnick

Photos: Raymond Chan

Venue: WLAB by Club Wheelock x The DO