About effica health

Care That Puts You Back at the Center

Effica Health is redefining care for women in midlife—offering trusted tools, credible guidance, and meaningful support to help you reclaim agency and confidence in your health journey.

Effica was co-founded by two women who know firsthand how fragmented midlife care can be—and decided to change it.

One brings lived experience—the frustration of navigating midlife care without clear answers or support—paired with decades of business leadership and a relentless drive to build solutions that create lasting change.
The other brings a lifetime of expertise as a researcher, clinician, and global leader in women’s midlife health.

Together, united by purpose, they built Effica not as a product but as a promise—that women in midlife deserve clarity, guidance, and care they can trust. With a team of clinicians, researchers, technologists, and innovators, Effica is revolutionizing women’s health with a model where science meets compassion and innovation meets purpose.

Meet Our Team

Founders

Hoda Soboh

Co-Founder and CEO

Dr. Nese Yuksel

Co-Founder, Chief Health Officer, and Executive Vice-President

Our Mission

Because women deserve better care

Effica was built on the belief that every woman navigating this stage of life deserves support that doesn’t disappear between 5-minute appointments. We are dedicated to centering a woman’s unique experience, honouring your expertise about your own body, and providing the clinical partnership you have always deserved.

This is how healthcare changes.

Clinical and Medical Experts

Dr. Catherine Hansen

MD, MPH, FRCSC, FACOG, MSCP

Chief Medical Officer

Dr. Nan Schuurmans

MD, FRCSC

Associate Medical Director

Victoria Groves

BScN, MN, NP, MSCP

Vice President, Clinical Care

Christine Maslanko

BScPharm, ACPR, MSCP

Director, Methodology Practice Leadership

Lindsay Torok-Both

BSc Pharm, ACPR, MSCP

Director, Knowledge Translation

Susan Poon

BScN, MN, NP

Director of Clinical Care

Innovators and Strategic Leaders

Duane Jung

Chief Technology Officer

Aneese Rakka

Vice President, Finance and Operations

Michelle McIvor

Vice President, Marketing and Partnerships

Lisa Burchartz

Vice President, Coaching Intelligence and Empowerment

Reanna Sobh-Rakka

BN, RN

Marketing Manager

Deb van Haaften

BScPharm, MA

Health Information & Data Advisor

Your first step toward clarity and confidence

Take our free Clarity Quiz—it only takes a few minutes to complete and helps you understand your stage of midlife health. You’ll receive personalized insights and actionable next steps, delivered straight to your inbox.