Wellness That Understands Women
Built For How Women Actually Work
Are you working with your body or against it? For most of women's health history, that question never needed asking. The advice was the same for everyone: eat less, move more, track your calories. The assumption was that a woman's body worked like a man's, just smaller. Decades of fitness apps, diet programmes, and wellness platforms were built on that assumption. And decades of women felt unseen by them.
That is changing. Fast. The femtech market, valued at $39 billion in 2024, is on track to hit $97 billion by 2030, growing at nearly 17% a year. Women's health apps alone are set to more than double, from $4.85 billion to $12.87 billion in that same window. The fastest-growing segment is menstrual health, the exact category Bestie was built around. Because it turns out, when you actually build something for women instead of assuming what they need, they show up.
Aggie Lal knew this before the market did. As one of the first women in the biohacking space, she spent years building a community of women who were done settling for wellness advice designed for someone else. Nearly 2 million of them. Bestie is the platform she conceptualised for that woman. Roro built the platform behind it.
The Backstory
Aggie Lal's path to building Bestie did not start with a business plan. It started with her own body failing her.
At the height of her career as one of the world's most recognised travel influencers, her life looked like one long highlight reel. But behind the photos, she was dealing with weight fluctuations, constant illness, painful cystic acne, and significant hair loss. She was eating salads and doing Pilates every day. Nothing was working.
It was her travels through Bali, India, and Southeast Asia that shifted things. She encountered ancient botanical traditions and Ayurvedic practices woven into everyday life, not as rigid protocols but as a natural rhythm. She became obsessed. She studied nutrition and female biology, earned her certification as a nutrition coach, collaborated with doctors and scientists, and eventually took that knowledge to the TED Talk stage.
But the more she learned, the more one thing frustrated her. The biohacking world was built by men, for men. None of it accounted for the reality of how women's hormones, cycles, and bodies actually worked. She knew women deserved something fundamentally different. That conviction became Bestie.
Aggie had built something real. A loyal community of nearly 2 million women. A library of courses, recipes, workouts, and supplement products that had already changed tens of thousands of lives. The content was there. The audience was there. What was missing was a platform worthy of it.
The original Bestie app existed, but it was not delivering. Features had accumulated without a clear hierarchy, making it hard for users to know where to start. The theme and design language did not reflect the premium, considered quality of Aggie's brand. There was no intelligent layer connecting her content to individual users, so recommendations were generic rather than personalised. Nutrition content was static, with no system that could adapt meal guidance to where a user was in her cycle. And with a supplement business as a core revenue stream, there was no in-app mechanism to surface relevant products in a way that felt helpful rather than promotional.
Aggie knew exactly what she wanted the app to become. What she needed was a technical partner who could translate that vision into a product that actually worked, felt right, and could scale. The brief Roro received was not a feature request list. It was a rebirth.
The Product
Bestie is a science-backed, hormone-friendly wellness platform built for women who want to work with their biology, not against it. Its foundation is the female cycle.
At onboarding, the app collects a user's cycle data, including last date, cycle length, and personal wellness goals. From that point, the entire Bestie experience is contextualised by which of the four cycle phases the user is currently in: follicular, ovulatory, luteal, or menstrual. Everything the app surfaces, from workout recommendations to recipes to lifestyle content, is filtered through that lens.
Cycle-aligned workouts: Over 600 on-demand videos spanning Pilates, strength training, cardio, and low-impact movement, each tagged and recommended by cycle phase. High-intensity training surfaces during the ovulatory phase; rest and restoration is prioritised during menstruation.
Hormone-smart nutrition: 250-plus biohacking recipes with phase-specific recommendations across breakfast, lunch, dinner, and snacks. Meal plans can be customised for the full week, with ingredient lists that auto-generate as grocery guides.
Aggie's full course library: Flagship programmes including Fit as F*ck, Biohack Your Booty, Hormone and Fertility Challenge, and Anti-Aging and Cortisol Reset, all bundled into the membership.
Doctor calls and expert content: Biweekly video calls with a naturopathic doctor and Aggie, plus educational articles and specialist videos on cycle health and hormonal balance.
Guided meditations and mindset content: Over 100 guided meditations and visualisations, plus lifestyle programmes that address the 23 hours of the day outside the gym.
Supplement integration: Aggie's biohacking supplement line, including her cycle-synced Cycle Bestie formulas, is surfaced contextually across the app based on user activity and need.
Our Contribution
Roro was brought in to give Bestie a complete product rebirth. The scope of work covered five areas: a full theme overhaul, a rebuilt content and recommendation architecture, the development of Ask Aggie, a community platform, and an ongoing AI evaluation framework that ensures the intelligence behind the app keeps getting better.
Liquid Theme Introduction: The original app's visual language did not match the quality and intention of Aggie's brand. Roro redesigned the entire application using a liquid theme, rebuilding the look, feel, and navigation architecture from the ground up. The new design reflects the premium, clean, and considered aesthetic that Bestie's community expects, making the app feel as good as the content inside it.
Content Architecture and Tagging: With over 600 videos, 250-plus recipes, articles, courses, and lifestyle content all living inside the platform, discoverability was a core challenge. Roro rebuilt the content architecture and introduced a comprehensive tagging system across nutrition and workout content. Phase tags, goal tags, and instructor filters now allow users to surface exactly the right content for where they are in their cycle and what they are trying to achieve. The recipe and workout experience was also deepened, with dedicated tabs for nutrition information, ingredients, and method.
Nutrition Recommendations: Rewritten using generative AI to produce dynamic weekly meal plans that users can personalise, with a pick-and-choose system and a swap feature that replaces any meal with a phase-appropriate alternative. A grocery list auto-generates from daily meal selections, creating a seamless path from the app to the kitchen.
Ask Aggie: The centrepiece is Ask Aggie, an AI-powered chatbot built entirely by Roro that lives inside the app and serves as a personal wellness guide for every user. It is not a generic chatbot. It is contextualised by the user's cycle data from the moment they open it, and every response, whether about workouts, food, supplements, or cycle health, is informed by which phase the user is currently in.
Phase-personalised workout guidance: Users can ask what workout to do today and receive a specific recommendation for their current cycle phase, with the relevant video surfaced directly inside the chat.
Nutrition recommendations: Ask Aggie suggests meals for any time of day, pulling from the 250-plus recipe library and filtering by phase, goal, and preference.
Food scan and AI analysis: Users can photograph any meal and send it to Ask Aggie. The chatbot performs a full nutritional analysis, identifies what the meal is lacking, suggests a swap, and recommends a phase-appropriate recipe from the app.
Supplement recommendations: If a conversation surfaces a potential nutritional gap, Ask Aggie can recommend a relevant product from Aggie's supplement line contextually within the chat, integrating the commercial ecosystem in a way that feels genuinely helpful.
The AI conversation layer, the data integrations, and the content retrieval system behind Ask Aggie were all built by Roro.
AI Evaluation Framework: As the intelligence inside Bestie grows, so does the need to measure it. Roro researched and implemented an AI evaluation framework to assess the response quality, accuracy, and consistency of Ask Aggie and any future AI-powered functionality. Benchmarks have been established so that as the chatbot evolves, its performance can be tracked and improved with rigour rather than guesswork.
Community Platform: Roro built a dedicated community space inside Bestie modelled on modern community platforms. Users can join channels and groups, participate in group chats, create and share posts, comment and react, and engage with the wider Bestie community. AI-powered content moderation runs underneath all of it, using LLM-based detection to automatically identify and manage inappropriate, harmful, or spam content.
Notifications and Engagement: A full notifications system covering supplement reminders, workout reminders, and admin-controlled broadcasts, with timezone awareness and frequency management. Voting, comments, likes, and ratings were introduced across workouts and recipes, with music integration and video downloads rounding out the experience.
Our Partnership With Bestie
1.9 million women on the platform. 60,000-plus reported transformations. App Store users call it “truly one of a kind” and “the only wellness app you'll need,” consistently pointing to the holistic approach as something they have not found anywhere else.
Ask Aggie shifted the experience from passive content consumption to active conversation, and the food scan feature sits at a genuinely novel intersection of computer vision, nutritional intelligence, and cycle-phase context. Nothing else in the cycle-health category does this.
Aggie was deeply involved at every stage of the build, with weekly syncs, hands-on feedback, and a clear vision for what the product needed to be. Every decision ran through a single filter: does this reflect how Aggie understands women's health and what her community actually needs?
Ask Aggie in particular had to feel like talking to Aggie herself. Knowledgeable, warm, specific, and never generic. Getting there required genuine understanding of the product vision and a team willing to work iteratively until the experience felt right. That is the kind of partnership Roro is built for. And we are still building it.