The HRT Club Launches Nationwide to Revolutionize Hormonal Care

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The HRT Club has officially launched its direct-to-consumer (DTC) hormone replacement therapy (HRT) platform, following a successful soft launch in April 2024. The company aims to disrupt the $7.4 billion hormonal care market in the U.S. by eliminating insurance barriers and reducing costs by up to 90% for its members.

By offering a $99 annual membership, partnerships with drug manufacturers and a tech-enabled platform, the company seeks to make HRT more accessible and affordable.

“Creating a DTC membership model for hormonal therapy was born out of two key realizations,” said Cyrille Labourel, CEO of The HRT Club and a former global marketing director for Johnson & Johnson and Merck. “First, I was shocked by how expensive these products are in the U.S. compared to other markets. Second, I saw a glaring treatment gap, especially when it comes to menopause. Only one in three individuals experiencing symptoms receives treatment, largely because of barriers like finding trained healthcare professionals, navigating insurance limitations and facing high out-of-pocket expenses.”

Backed by a $10 million investment from Besins Healthcare, a global leader in hormone therapy since 1885, The HRT Club already serves over 3,000 members and partners with more than 700 healthcare providers across 42 states. With the official launch, the platform will address the high costs, limited treatment options and access restrictions associated with hormonal healthcare. No insurance is required to participate, and the company has direct agreements with drug manufacturers of U.S. Food and Drug Administration (FDA)-approved medications and independent wholesalers — allowing for greater treatment options, including off-label drugs and testosterone.

The club connects patients with doctors who are able to prescribe treatments, enabling affordable, quality care for the estimated 85% of women and 30% of men predicted to face significant hormonal issues in their lifetime. It also eliminates the need for prior authorization and pharmacy benefit managers (PBMs), allowing patients to choose the best care for them without insurance barriers. This is especially important for underserved populations, including older patients and those seeking gender-affirming care.

“Patients get what they need, without the inflated costs or red tape,” Labourel emphasized.

Future plans include expanding to 50,000 members, introducing new hormonal therapies — including glucagon-like peptide-1 (GLP-1) medications — and enhancing telehealth solutions, such as an integrated pharmacy system for tracking prescriptions and refills as well as a user-friendly interface for telehealth visits. Patients will also be able to participate in a community platform in which members can support each other and share their own experiences with HRT.

“Achieving and maintaining hormonal balance isn’t a luxury — it’s a fundamental right,” The HRT Club states on its website. “However, too many people lack access to the treatments they desperately need. We believe everyone deserves affordable hormone therapy, irrespective of their insurance coverage or financial means.”