Does your start-up website sound like everyone else's? I help you stand out by uncovering exactly what your audience need to hear. Copywriter and Messaging Strategist for Health and Wellbeing Startups.

If you're building something that matters, let's create messaging that does it justice.

I’m Peta, and I'm a Brand Consultant. Helping growing brands find their voice,  grow with intention, and market without losing themselves in the process.

Before I started out in marketing, I spent 15 years in youth work, convincing sceptical teenagers to trust me. And I was *really* good at it.  

It turns out, winning over sceptical humans is a highly transferable skill.

Because when it comes to trying to get a teenager to listen or trying to get an audience to buy, the secret is the same:

✔ listen deeply  
✔ understand what actually matters to them  
✔ speak in a way that makes them feel seen  

And that’s exactly what I do for brands like yours.  

The best youth workers build trust. They listen, empathise, and direct.  

The best brands? They do the same. They don’t scream for attention. They create connection. They make people feel heard, understood, and supported.  

And that’s where I come in.  

How I help you speak clearly, connect deeply and grow ethically:

✔ Brand messaging strategy – Get crystal clear on how to position your brand, communicate your value and stand out in your space. No more second-guessing what to say.  

✔ Tone of voice development – Define a voice so distinct that your team, VA or social media manager can confidently write like you without you having to rewrite everything.  

✔ Website copy that converts – If you know your offer is life-changing, but your website isn’t selling like it should, we fix that. No sleazy tactics, just messaging that resonates.  

✔ Emails that build trust and drive sales – You don’t need to trick your list into buying. You just need the right words, sent at the right time, in a voice that feels like you.  


Who I work with: 

I write for brands that stand for something. That care about their people. That refuse to rely on manipulation to make sales.  

✔ Coaches, consultants and experts with a growing audience  
✔ SaaS and tech brands that want messaging as sharp as their product  
✔ Ethical eCommerce and wellness brands that prioritise connection  

Book a free strategy call: https://calendly.com/allwordsbypeta/inquiry
 
#startups #saas #ecommerce #healthandwellbeing #healthandwellness #founders #femalefounder #startuplife #FemTech #SexTech 

https://www.wordsbypeta.com/

🎙 The Soap Box podcast
If you like conversations about the crossover between politics and marketing, I host The Soap Box – a podcast for business owners with a social conscience. Search for it wherever you get your podcasts.

Peta O'Brien-Day

Maaike is an entrepreneur, board member, public speaker, change catalyst and former C-suite executive based in Hong Kong. 20 years of business leadership in financial services and technology, having lived and held C-suite positions across Asia with Fortis Bank, ABN Amro and Commonwealth Bank of Australia in Singapore, Shanghai and Hong Kong. 

In 2018, she co-founded and led the HK Fintech Association and the HK Women Chief Executive Network, two collectives fostering meaningful networking and collaboration. Her first major pivot took place in 2019, when she took on a more tech-orientated role at Visa as General Manager for Visa Hong Kong & Macau. Under her leadership, Visa introduced several major innovations, including a partnership deal with digital banking outlet Airwallex and ZA Bank. 

Maaike is a fervent advocate for Equality, Inclusion and Tech - she believes that technology can be a potent force for good and democratize the mental, physical & financial well-being of both men and women. 

Following her passion and her desire to close the gender gap, Maaike pivoted to women’s health and Femtech in 2023, a category of products and services that use technology to support the health and wellbeing of women. 

She launched Femtech Future Limited, an advisory firm that consults to Femtech companies and large corporates from different industries. Its focus is twofold: advising on practical & pragmatic ways to integrate women’s health into the workplace and educating leaders on the topics of Femtech and Innovation in Women’s Health. She is also the co-founder of Women's Health in Focus Summit and The Health Suite. 

Maaike is a leading voice on Femtech in Asia, a region where Femtech and women’s health is underserved, underfunded, under researched and at times, a taboo topic.

Maaike has won numerous awards, including Prestige Women of Power 2025, Jessica Women in Tech Award 2024 and Harper’s Bazaar Inspirational Women Award 2023. 

Her public engagements include topics like Leadership, Transformation, the Gender Health Gap, Femtech and the Female Economy, which she tackles in an engaging, entertaining and at times unconventional ways.

Maaike volunteers her time to charity and currently sits on the Board of Splash Foundation, a Hong Kong based NGO teaching domestic workers and underprivileged families how to swim and International Women’s Forum Hong Kong. 

Maaike Steinebach

Incredible to be back again for this years edition of Harper's Bazaar At Work Visionary Women 2026 and see my wonderful friend Anca Griffiths nail the health at work panel 💥

Massive congratulations to the winners including inspirational friends Carla Martinesi (she/her) and Stephanie Ng, Ph.D.

Thank you Sophia Y. Bill Chan for wonderful celebration and great to see so many familiar faces Jennifer Yeh Wannenmacher Neelam Daswani Michelle Lai Eleanor Coleman Belinda Esterhammer Cindy Chow Queenie Man Vera Lui

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Kicked off International Women’s Day with a wonderful fireside chat with Michelle Kwok and the HSBC Global Investment Research team. 

We spoke about authenticity in leadership, building strength and resilience in times when change is constant and that wellbeing is essential to driving a sustainable, high-performance culture. 

My insights reinforced the importance of looking after ourselves and each other as we strive for excellence.

Great event - thank you for having me 🙏🏻.


FemTech Future Limited

🌊 Last year I participated in #MakeWaves2025, the fundraising relay swim around Hong Kong island for Splash Foundation.

It was the best experience ever: 

✅ Raise money for my favorite charity 
✅ Swimming in a team with strangers I now call friends
✅ Stepping out of your comfort zone - big time
✅ Doing something hard but achievable if you train for it
✅ Bucket list - who does not want to swim around Hong Kong Island!! 

Do you want to swim around Hong Kong Island too? DO IT!!

Make Waves 2026 is now open to expressions of interest from Individuals as well as self-organised teams. 

👉 Let us know if you'd like to be doing this iconic relay swim to help thousands more enjoy the impact of learning to swim: https://lnkd.in/gGAbvXVp

Libby Alexander Simon Holliday Dave Chapman Roy Pang Jessica Cheng Anthony Cheng Joseph Tse Rosemary Merz Enrico Andrea Mattoli Andrew Waters Monica Browning Peter Milliken Jackson Hui Ryan Leung Janis Mok

Such an important topic - so excited to hear these amazing women speak in Abu Dhabi at our Blindspot's in Women's Health Conference!

View company: WHIC - Womens Health Innovation Council

🌎 The world is not designed for women. This fireside chat is changing that narrative.

What happens when medical expertise meets human-centered design? You get solutions that actually work for women.

We're excited to announce a special fireside chat at the "Blindspots in Women's Health" summit: "Designing a World for Women" featuring two visionary leaders bridging medicine and design:
👩‍⚕️ Pascale Anglade, MD MBA  – Cleveland Clinic Consultant & Clinical Associate Professor of Medicine
👩‍💻 Khulood Alawadi – NYU Lecturer in Engineering Design

This isn't just another panel—it's a masterclass in how to build health systems, technologies, and environments that center female physiology and lived experience.

In this intimate fireside conversation, they'll explore:
🎨 Why "one-size-fits-all" health design fails women—and how to fix it
💡 The intersection of clinical expertise and human-centered design
🚀 Real-world examples of products, protocols, and spaces designed WITH women, not just FOR them
🧠 How engineers and clinicians can collaborate to eliminate bias in health innovation
🌍 What the GCC can learn from global best practices in women-centered design

From wearable tech that accounts for female anatomy to clinical protocols that recognize sex-based differences—this conversation will reveal how intentional design transforms outcomes for 50% of the population.

This is essential viewing for:
✓ Engineers & product designers
✓ Clinicians & healthcare leaders
✓ Founders building health solutions
✓ Investors evaluating FemTech opportunities
✓ Anyone who believes design should serve ALL bodies

🗓️ 2 April 2026 | INSEAD Middle East Campus
🎟️ $99 including lunch | Limited to 150 participants
🔗 Secure your seat: https://lnkd.in/gsuf3EcD

Maaike Steinebach Sophie van Dijk Zeina Sleiman Ridhima Aggarwal INSEAD Healthcare Management Initiative

I’ll be speaking at 𝐖𝐨𝐦𝐞𝐧 𝐢𝐧 𝐅𝐨𝐜𝐮𝐬: 𝐋𝐢𝐦𝐢𝐭𝐥𝐞𝐬𝐬 𝐈𝐦𝐩𝐚𝐜𝐭 𝐡𝐨𝐬𝐭𝐞𝐝 𝐛𝐲 CAPTIVATING INTERNATIONAL  on 7 March 2026 on my journey from finance to founder 🫶🏻 to celebrate international women's day #givetogain -  for an fun-filled afternoon of insight, connection and wisdom of women and friends celebrating what it means to flourish through courage, creativity, and resilience.  

📅 Date: Saturday, March 7, 2026
 🕑 Time: 2:00 – 6:00 PM
 📍 Location: JEN Shenzhen Qianhai by Shangri-La

I’m honoured to join a lineup of incredible speakers including Monica Browning Karen Seymour and many more! 

Thank you Serena Cole for inviting me. 
 
👉 Register here to join us in Shenzhen: (link in comments below or scan QR code in photo)

Give ➡️ Gain ➡️ Grow

This week we celebrate International Women's Day, this year's theme is #GiveToGain. In the world of Femtech and Women's Health, this is a reminder that true progress comes not from competition, but from contribution. 

To truly "Gain" a healthier future, we must "Give":

💰 Give Capital: Femtech founders are massively underfunded. Changing this yields not only massive market innovation but better lives for women. 

🏗️ Give Voice: Share your stories, the good, the bad and the ugly. Lived experience is data and helps others who may be experiencing similar issues.

🧠 Give Knowledge: Everyone has unique skills that can help the femtech industry and the founders. Offer your skills, your network, your time. Take the call, say yes to meet with a femtech founder, you might be surprised how inspired you will be.   

🧬 Give Data: By using femtech products, collaborating with femtech start ups or participating in clinical trials you can help create better solutions for women.  Closing the gender health gap will require more data and research on women. 

When we invest in women's health, we don't just help women. We gain stronger economies, healthier families, and a more robust healthcare system for everyone.

So ask yourself this week: 
- Who can I empower?
- What can I give without expecting anything in return?

Because every time we give, we gain a stronger, more inclusive future for all. 

Happy IWD 🌟

FemTech Future Limited

Most heart 🫀attacks don’t happen randomly.
They follow a biological “schedule”, and the most dangerous window is the moment you wake up.

Every morning, between 6–10 am, your cardiovascular system undergoes a series of predictable physiological shifts that dramatically raise the risk of a heart attack, especially for individuals with hidden and unstable plaque, high blood pressure, chronic stress, or poor sleep quality.

This and much more is what Dr Francesco Lo Monaco, preventative cardiologist at The National Heart Clinic talks about: the first hour after waking up is a stress test your heart didn’t sign up for.

So what can you do to protect your heart in the morning?

Join Dr Lo Monaco for the answer and more incredible insights at our Longevity Health in Focus: A Global Summit on March 20th in Hong Kong 🇭🇰. 

Tickets 🎫 are selling fast. Get them here ⬇️

https://lnkd.in/g9j_h5Gi

Anca Griffiths OM Health Hub FemTech Future Limited

Give To Gain, a topic close to my heart, is this year's IWD theme and I feel fortunate to share the stage on March 6 at CFA Society Hong Kong with these wonderful speakers on what it means to Give To Gain and how we can make giving a every day action. Thank you Janet Li for inviting me 🙏

【International Women’s Day 2026 – Give to Gain in Action】#MemberExclusive

👉👉 Complimentary and exclusive to members only! Register via our website 🔗 https://lnkd.in/dzBK9Gd4
 
Join us for the International Women’s Day 2026 Networking Seminar, where we explore meaningful insights on community giving and advancing workplace diversity through mutual support and reciprocity.
 
The event features a fireside chat with Carlson Tong, Chairman of Hong Kong Exchanges and Clearing Limited (HKEX), a distinguished male ally in the realm of diversity and inclusion, and Janet Li, CFA, Society Secretary and Executive Director of CFA Society Hong Kong and Chief Executive Officer of BEA Union Investment 東亞聯豐.

It will then be followed by a panel discussion with four professionals from diverse backgrounds on how individuals can contribute to building a more inclusive community:
📌 Ms. Weiwei Xing, Board Member of Mother's Choice 母親的抉擇, and Group Chief Strategist at Nan Fung Group
📌 Ms. Natalie Chan, MAoF FCCA CFA, Banking & Capital Markets Leader (Hong Kong) at Deloitte Touché Tohmatsu
📌 Ms. Maaike Steinebach, Founder and CEO of FemTech Future Limited
📌 Ms. Eliza Wang, CFA, Vice President, Group Finance and Corporate Development at First Pacific Company Limited (moderator)

In alignment with the International Women’s Day 2026 theme, #GiveToGain, we encourage each registrant to make a voluntary donation of HK$100 to our Charity Partner, Mother’s Choice, via their website.

Venue Sponsor: Deloitte

📅 6 March 2026 (Friday)
⏰ 6:30 PM – 8:00 PM (reception starts at 6:00 PM)
📍 Deloitte, 35/F, One Pacific Place, 88 Queensway, Admiralty
💰 Free of charge (CFA Society Hong Kong members only)

#CFASocietyHongKong #InternationalWomensDay #IWD2026 #Networking #MemberBenefits #Diversity #Inclusion #DEI

Announcing my friend Kodo Nishimura as a speaker at Longevity in Focus Summit on March 20, 2026 at the Standard Chartered Building in Central, Hong Kong organised by OM Health Hub and FemTech Future Limited, Title sponsor Prudential Hong Kong .

As a Buddhist monk born in a temple in Japan, an LGBTQ+ advocate, and the author of "This Monk Wears Heels: Be Who You Are", his journey has been about one powerful truth: authenticity as a foundation of a long, vibrant life 🌸

At the summit, he will explore how ancient Buddhist wisdom intersects with modern longevity science—and why embracing your whole self isn't just liberating, it's essential for healthspan, resilience, and purpose.

🔹 What does "longevity" really mean beyond living longer?  
🔹 How can self-acceptance become a catalyst for well-being?  
🔹 Why inclusive communities are critical to thriving at every age?

This one-day, in-person summit brings together visionaries in cardiology, AI, finance, precision health, and community design to turn healthspan into a business strategy—and a human one. 

🎟️ Secure your seat - only a few tickets https://lnkd.in/gKE9BFND 
📅 March 20, 2026 | 📍 Central, Hong Kong

Sophie van Dijk and I are writing to let you know that we have made the difficult decision to postpone our WHIC - Womens Health Innovation Council & INSEAD Healthcare Management Initiative Women's Health Event to Q4 2026. 

Given the current situation in the Middle East, the safety and wellbeing of everyone involved must come first.

We had assembled a truly exceptional line-up with the most amazing visionary leaders in health and we hope that you will be able to join us again when we reschedule. We will be back in touch at a later stage. 

Please take care in these challenging times. 

Zeina Sleiman Ridhima Aggarwal

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The Battle

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Maaike Steinebach

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Maaike Steinebach's LinkedIn Performance

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Performance ScoreMaaike Steinebach's LinkedIn Performance