“When is giving up a sign of strength, Lea von Bidder?”

The entrepreneur and founder of the video platform Expeerly on failure, fear and double standards: part three of the interview series on role models who promote equality.

In 2014, you founded the fertility tracking start-up Ava, which was discontinued after years of growth. When does giving up become a strength?

When you and everyone involved are better off afterwards. Strength is when you consciously make a new decision.

What do you still struggle with most?

What our failure means for women’s health. It’s a field that’s talked about a lot, but is massively underfunded. We wanted to show that investments were worthwhile. We failed to achieve this.

What needs to change?

Femtech is politicized and often associated with healthy patients: when a girl dies from a thrombosis triggered by the pill, the backlash is much greater than when a terminal-stage cancer patient responds negatively to a drug. For investors, women’s health, such as research into the pill, is less attractive. As a result, women live for years with complaints that have not been properly researched.

During the Ava era, you were described as “overconfident”. A charge not levelled at men...

It’s not so much a gender problem as a Swiss one: too conservative, too little appetite for risk. Our company would only have worked with millions for research and studies. If we hadn’t believed in it, we would never have started in the first place. Today, I take it as a compliment: why would it be better to limit your dreams?

Are women in the tech world expected to be more modest?

Visibility almost inevitably means being publicly torn apart. Women are supposed to be nice and kind. If they take a hard line, they are regarded as hysterical. While a man like Elon Musk is celebrated for it. This double standard keeps many people from even going public with their success.

Are men allowed to fail differently to women?

If I were a man, people would’nt have written so much about my story.

Are you more afraid now?

Much less. The greatest nightmare has already occurred. That’s liberating.

What kind of role model do you definitely not want to be?

One that always presents itself in the best light. Authenticity is important to me. You don’t have to be perfect to set up or manage a company – you have to be human.