Enhancing Menstrual Health Privacy: Embody’s Inner Circle and TACo Integration
TIP Number and Title: TIP-070
Vote Type: Token Holder Governor Bravo
DAO Elected Representative Sponsor: Will
*Note: After great feedback from the DAO, we’d like to clarify and add that the development of a reusable chat infrastructure will be at the core of this proposal. The proposed work will be open source and reusable.
Project Summary
Our team is excited to propose the integration of TACo (Threshold Access Control) into Embody, the most privacy-forward and comprehensive period tracking app ever built. This integration is especially crucial in the wake of the U.S. Supreme Court’s decision to end the constitutional right to abortion in 2022, which has heightened menstruators’ concerns about the security of data collected by period-tracking tools and its potential misuse. More specifically, we are looking to build the Inner Circle feature, an online community space where menstruators can securely discuss and share their experiences. Through the integration of TACo, Embody’s Inner Circle not only gains the advantage of its robust security features but also actively contributes to the advancement of the TACo ecosystem. Our application serves as a tangible real-world implementation that can provide valuable feedback and user experience insights to the TACo/Threshold DAO community, thereby assisting in refining and enhancing the technology for future applications.
The team at Embody is requesting $189,000 to achieve the following key milestones.
Milestone 1 - UX/UI Design, Technical Architecture, and TACo testnet integration
Milestone 2 - Development and TACo mainnet integration
Milestone 3- Public release of Inner Circles, available on app stores and marketing
Background
In the wake of newly activated state laws and uncertain legal boundaries in the United States, women are searching for a safe space to gather online to discuss the problems that they face related to women’s health and connect with each other without concerns about data privacy and societal stigmas. This gap underscores the need for Inner Circle, a social network within Embody (an encrypted, local-first, open-source period tracker) designed for intimate, small-group interactions where women can share, learn, and connect on their health and topics that resonate deeply with them.
Our project’s overarching objective is to redefine menstrual health by creating the most privacy-forward period tracking application, ensuring that every individual has the tools to understand and manage their menstrual health without compromising their personal security and privacy. This initiative aims to address the growing concerns about data misuse while empowering users with unique insights into their bodies and creating a safe community for sharing experiences with their trusted circle.
Our goal is to design and develop an Inner Circle feature utilizing a decentralized network, accessible via our Embody app, which will provide a supportive and secure community space for women to openly share and discuss their menstrual health and how it affects their day-to-day lives. We aim to integrate TACo (Threshold Access Control) to leverage its end-to-end encrypted data sharing and communication capabilities, protecting Embody users from a centralized authority that might unilaterally deny service or, in the worst-case scenario, decrypt/view/share private user data without consent. It is the only access control layer available to web 3 developers that can offer an end-to-end encrypted access control service, through a live, well-collateralized, and battle-tested decentralized network of nodes. The TACo integration will ensure that users can share and communicate while retaining complete control over their data’s integrity and confidentiality.
From the outset, Embody has been designed with privacy and decentralization at its core. This means every feature, integration, and decision is made with the goal of avoiding centralized control or points of vulnerability. That’s why the integration with TACo makes the most sense to us.
Additionally, we believe this will be a powerful partnership with TACo as we become one of the first use cases showcasing TACo’s usability and applicability beyond its conventional domains and in an environment where the stakes for compromising trust are exceptionally high—exceeding even the risk faced by adopters who rely on TACo for seed phrase recovery and inheritance.
We are currently in beta, and we’re encouraged by the organic growth we’ve seen so far. Without dedicated marketing campaigns, we have already achieved over 250 downloads and attracted more than 1,700 blog subscribers. It’s a promising sign as we gear up for more structured marketing efforts post public launch, especially with the introduction of inner circle.
What sets Embody apart from Competitors?
Privacy has traditionally been conceded in favor of convenience, with most apps collecting data from users from the start, making it impossible to guarantee it won’t be compromised and released by hackers, sold to third parties, or used as evidence in court.
We are well aware of existing period tracker applications such as Clue, Flo, Stardust, and 28. However, none of them are private by default, where the user has full control over their data. With Embody users don’t have to select an “anonymous mode” or turn on a special setting. Their actions are always private. And unlike other period trackers, our technology is open source so anyone can verify our security guarantee. We have built our business model around security from day one.
Additionally, no other application currently provides all of the following features: symptom logging, personalized analytics, 4-phase focus, and a social component.
Market Strategy & Fit
Our period tracker app occupies a unique and lucrative niche at the intersection of wellness and women’s health. With 2/3 of the US population embracing wellness apps, amounting to a $2.7 billion market, and 1/3 of US women relying on period tracking apps, representing a $1.2 billion market, our app taps into a substantial market opportunity. By seamlessly integrating menstrual health tracking into the broader realm of wellness, we are positioned to address the comprehensive well-being needs of millions.
A recent survey of over 1,150 women highlighted that 59% prioritize transparency in data usage, and 57% prioritize data security over cost and ease of use when choosing a menstrual health app. We meet these growing security concerns that other apps often fail to address.
Our target audience includes menstruators who value privacy and security in digital health tools, particularly those in regions with restrictive reproductive rights.
We will focus on expanding our user base through targeted marketing campaigns and partnerships with women’s health organizations including top organizations and advocacy groups that are helping women get access to reproductive health care, particularly those in the 24 US states that have banned abortion. Additionally, we plan to partner with Hey Jane (a telehealth startup providing patients with medication abortion) and De Lune (a menstrual wellness brand that offers innovative, all-natural relief supplements for period pain and other PMS symptoms), along with with other organizations as revenue sharing partners, leveraging their established networks and expertise to enhance our market reach.
Given the growing awareness and openness around menstrual health, and the specific need for privacy-focused solutions, there is significant market demand for an app like Embody. In a Product-Market Fit (PMF) survey, we observed compelling evidence of the significant impact and value our product holds in the market. A notable 46.79% of our users reported they would be “very disappointed” if they no longer had access to our product, a figure that notably exceeds the 40% benchmark commonly associated with a strong product-market fit.
Embody will initially adopt a freemium model, providing essential period tracking features and inner circle at no cost to ensure accessibility for all users. By Q3 of 2024, we plan to transition to a premium subscription model, priced at $10 per month or $65 annually. Our premium content will include guided meditations tailored to different phases of the menstrual cycle, customized fitness routines that adapt to hormonal changes, and nutritional guides to optimize health and well-being. Additionally, we will offer interactive tools for period trend analysis, providing users with actionable insights into their menstrual health.
To encourage upgrades to the premium version, we will implement a strategic marketing approach, showcasing the tangible benefits of the advanced features. This will include targeted promotions, free trials, and exclusive content previews. We will also continue to leverage user feedback to continuously enhance the premium offerings, ensuring they remain aligned with the evolving needs and preferences of our users.
Impact
This project sets a new standard in tech: women’s data is not a product to be sold, shared, or used against them in a court of law. Women are the owners of their intimate health data, and they can safely learn more about their bodies and connect with other menstruators in a safe environment.
Milestones and Timeline:
Milestone 1 - UX/UI Design, Technical Architecture, and TACo testnet integration
The Embody team will create a technical document to outline the architecture behind Inner Circles along with high-fidelity designs, with feedback from early users of the Embody app. The Inner Circles feature will allow a user to create a circle of up to 5 friends, allowing those in the circle to share and view each other’s menstrual cycle. The Circle receives a daily prompt that helps users build a deeper understanding of how menstruators are affected by their cycles. Responses, which are ephemeral and disappear after 24 hours, are shared with the group, providing a point of connection for the users in the Circle.
Activities:
- Develop Technical Requirements document to outline the architecture behind Inner Circles and the TACo integration
- TACo testnet integration
- Perform user research to inform design & early functionality
- Develop Figma mockup for Inner Circle
- Gather user feedback on the designs
- Iterate on designs based on user feedback
Deliverables: Requirements document, complete UX/UI Design, user research report & iterations made
Timeline: 3 months
Budget: $40,500
Milestone 2 - Development and TACo mainnet integration
Technical implementation of the Inner Circles feature in beta and test with early users
Activities:
- TACo mainnet integration
- Implement Inner Circles functionality based on designs from Milestone 1
- User testing & bug resolution
Deliverables: fully functional version of the Inner Circles feature with TACo integration, testing report & bug fixes, , marketing plan
Timeline: 5 months
Budget: $70,500
Milestone 3- Public release of Inner Circles, available on app stores.
Activities:
- Final round of QA
- Release on app stores
- Marketing campaign
Deliverables: QA report, app store release
Timeline: 1 month
Budget: $78,000
Outcome
*Enhanced data security. By leveraging TACo’s decentralized and end-to-end encrypted framework, the Inner Circle feature will offer unparalleled data security and privacy while minimizing the trust users need to place in any single entity.
*User empowerment. Users will have more control over their data, deciding who can access their shared content. With transparent and verifiable security measures and open source ethos, users will have increased trust in the platform’s commitment to their privacy. It’s worth noting that both TACo and Threshold have been open source since their inception, and even TACo’s roadmap is open source, ensuring that all limitations and discussions are auditable.
*Community support. Inner Circles allows women dealing with challenging health or political issues to gather in a safe space to talk about the issues they collectively face.
*Scalability. TACo’s decentralized nature ensures that as the Inner Circle community grows the system remains resilient and efficient for scaling
By integrating TACo, Embody not only benefits from its robust security features but also contributes to the evolution of the TACo ecosystem. Our application serves as a real-world implementation that can provide valuable feedback to the TACo / Threshold DAO community, helping refine and enhance the technology for future applications. Additionally, the FemTech ecosystem, with its unique challenges and requirements, presents an ideal opportunity to showcase how TACo’s technology can be adapted to protect and empower users in nontraditional spaces.
Who is Involved:
Embody is currently being incubated by Thesis. Thesis is a crypto venture studio behind Taho, Fold, tBTC, and Keep, a key contributor to Threshold.
The Embody team is led by founder Anna Hall and includes experts in engineering, design, strategy, growth, and advisory roles, with members including Liz Shinn, Carolyn Reckhow, Dani Bonilha, and Claire Seidler, each bringing specialized skills from product development to strategic growth and design.
Budget Summary
Our budget is structured around specific milestones, denominated in USD because our costs and liabilities are in USD. We ask to either A) be paid an amount of T that corresponds to the USD value of the milestone at the time of each payment, or B) that the Integrations Guild allocate the amount of T necessary to cover the entirety of the USD denominated budget and immediately swap it into USD or USDC and hold in escrow, to be released upon completion and acceptance of each milestone.
| SUMMARY BY MILESTONE | Amount $ |
|---|---|
| Milestone 1 | $40,500 |
| Milestone 2 | $70,500 |
| Milestone 3 | $78,000 |
| Total | $189,000 |
Project Links: