Oakland Group, a Leeds-based data consultancy, has teamed up with femtech health and lifestyle brand Elvie to put data at the heart of its operation to drive growth.

The two teams worked together to create a data platform that allowed Elvie to create a single view of the truth by consolidating data in a scalable environment for increased access and reporting.

As a scale-up technology company, the ability to make data-driven decisions will help put Elvie's smarter technology into the hands of women to address the intimate, and often neglected, issues women face throughout their lives.

Understanding customer needs enabled the company to develop innovative technologies that range from breast pumps to pelvic floor trainers. Elvie was recently listed as 21 in the Deloitte Fast 50, which tracks the fastest-growing private technology companies in the UK - showing a 1,824% growth over a four-year period.

Founded by Tania Boler in 2013, Elvie’s market-leading products use biofeedback and connected mobile technology to create superior solutions to women’s health needs. The company has been recognised for making a real difference to the lives of millions of women around the world, with two of its products being named as TIME Magazine’s 100 Best Inventions - Elvie Pump and Elvie Stride, which are both electric breast pumps.

Commenting on the project, Tiana Chan, Business Intelligence Lead at Elvie, said: “Our mission is to improve women’s lives through smarter technology, and how we use data to understand our customers is central to our business.

“As a fast-growing business, data is a powerful tool in helping us to make quicker and better decisions. Oakland Group was the perfect partner to help us advance our data intelligence and worked as part of the team to develop a platform that will meet our needs into the future.”

Elvie has emerged as the face of the femtech revolution. The femtech sector focuses on products which are specifically designed for women’s needs and covers areas including menstruation, menopause, pregnancy, lactation, and fertility. According to frequently cited research, femtech might grow to be a $50 billion (£40 billion) market by 2025.

Elvie products can be purchased online or through a range of high-street retailers, including Argos, John Lewis, and Mamas and Papas.

Andy Crossley, business development director at Oakland Group, said: “It’s great to work with a company that has innovation as part of its DNA. Data is a powerful tool in any retail business and can bring the business closer to the customer to drive sales and guide strategy.”