Ida Tin, CEO and co-founder of Clue, first identified a need for Clue when researching alternative birth control methods, beyond the pill. Ida quickly realised that there had not been many major advancements in family planning since the pill became widely available, and that while huge developments in technology have been made, no one had attempted to understand and manage female health in a user-friendly and data-based way.

Born in Copenhagen, Ida graduated from Denmark's prestigious creative business school, the KaosPilots. A lifelong entrepreneur and modern feminist, Ida previously led motorcycle tours around the world and published a book about her experience, “Direktøs” which became a Danish bestseller. Ida is a strong believer that mobile phone-based technology is the future for women’s health