Her.

The problem

Women with Hashimoto's are notoriously under-served by standard endocrine care — often told "your TSH is normal, you're fine" — and left to find answers on their own in a space saturated with influencer pseudoscience. Symptoms like fatigue and brain fog persist despite normal labs, and every decision about food, supplements, and exercise means re-evaluating untrustworthy sources.

Two pains recur daily. First, medication and lifestyle are never integrated into one coordinated plan: a user takes levothyroxine at 7am, drinks coffee with milk at 7:15, and absorption drops 30–50% with no idea. Second, mainstream wellness advice — intermittent fasting, generic macros — is largely male-derived and can actively harm women with hormonal conditions.

The solution

Homaia is an AI lifestyle and nutrition companion for adult women with Hashimoto's. Users enter lab results, medications, and supplements and receive a personalized plan: source-backed rules, operationalized medication timing, potential interactions, an illustrative day, and plain-language questions to raise with their clinician.

Every rule is traceable to its source — drug label, peer-reviewed study, or clinical guideline — with an explicit evidence tier, so the product never acts on influencer claims. It is built female-physiology-first and cohort-specific to Hashimoto's, and it is explicitly not a clinician: it never recommends starting, stopping, or changing a dose. Safety is enforced with hard stops — when a lab marker such as TSH is dangerously high or symptoms suggest an emergency, it returns only a "see your doctor" message instead of a plan.

How it works

The model receives one structured JSON object (labs parsed from a PDF and confirmed by the user — never raw PDFs) and returns strictly one of two shapes: plan_generated or hard_stop. A tagged system prompt enforces an evidence hierarchy (FDA drug label → clinical guideline → RCT → cohort → mechanism), a five-step reasoning pass so every rule traces to a specific input, and strict citation discipline that forbids invented URLs, DOIs, or vague "studies show" attributions.

The MVP uses GPT-4.1 at temperature 0 for structured-output reliability and determinism, with Claude Sonnet for PDF parsing; RAG is deliberately deferred, with citations drawn from training knowledge under strict discipline. A 25-case eval harness runs on every prompt change across six graders. Final results showed 100% on medication safety, citation discipline, and tone, but exposed real gaps: hard-stop correctness at roughly 60–65%, where the model sometimes failed to stop on dangerous labs — the top priority for the next iteration.

Who it's for

Homaia is B2C, where the buyer and end user are the same adult woman with diagnosed Hashimoto's. The primary persona is "Maya," 38, recently diagnosed with elevated TPO antibodies, tech-savvy, and willing to pay for a credible, evidence-based tool after 10–15-minute appointments that leave her with a prescription but no lifestyle plan.

Scope is deliberately narrow for the MVP: pre-diagnosis women, pregnant and perimenopausal women, hyperthyroid patients, and those on T3-only or NDT protocols are out of scope, with pregnancy blocked at signup as a hard safety gate.

Why it matters

The global femtech market was valued at $39.3B in 2023 and is projected to grow at 16.3% CAGR through 2030, with hormonal health among the fastest-growing segments; thyroid conditions affect roughly one in eight women in their lifetime. McKinsey estimates closing the women's health gap could unlock $1 trillion in annual global economic value by 2040.

Hashimoto's patients already spend $100–200+/month on supplements, unreimbursed labs, and coaches, supporting a B2C subscription at $19.99/mo. The stakes are safety and trust: any system ingesting labs and medications risks Software-as-a-Medical-Device classification and HIPAA/GDPR obligations, which is exactly why the hard-stop mechanism, evidence tiering, and refusal behavior are enforced at the prompt level and validated by the eval harness before any commercial launch.

At a glance

Project

Her

Built by

Krassi

One-liner

Her is an AI-powered lifestyle companion focused on women with Hashimoto's.