Starting a business is as much about self-discovery as it is about solving a problem. Abigail Bertelson, CEO and founder of Zenith Health, shared her journey from early career pivots to founding a startup focused on pregnancy and maternity data. Her story offers practical lessons for aspiring entrepreneurs navigating the uncertainties of building something new.
From Early Jobs to Tech Foundations
Abigail’s first job was a part-time cashier at Whole Foods—a role that catered to her detail-oriented personality. “I got to memorize all of the little produce codes out of the booklet. So when someone came with, you know, an esoteric vegetable, I knew exactly the 4-digit code to type in,” she recalled. That early attention to detail would serve her well as she transitioned into tech, where she joined Zillow in a business operations rotational program.
At Zillow, Abigail found a mentor who shaped her approach to building products. She described an early lesson in autonomy and experimentation:
“Go figure this out. Be super scrappy. Start with the smallest possible thing that you can build and go from there.”
This hands-on experience in product development sparked her passion for startups and prepared her for the realities of founding her own company.
Taking the Leap into Entrepreneurship
Abigail’s move into healthcare and eventually founding Zenith Health was driven by a desire to make a tangible impact. Observing gaps in how patients accessed and benefited from healthcare data, she saw an opportunity to solve a real problem:
“It’s insane to me that your OB-GYN can’t tell you a straight answer to this question,” she said, reflecting on common questions women have about pregnancy and medication safety.
Zenith Health now focuses on capturing real-world experiences of pregnancies to inform other mothers and support research, blending data with empathy and user-centered design.
Lessons for Aspiring Founders
Abigail shared several lessons from her entrepreneurial journey, emphasizing action over perfection. She reflected on her early hesitation with launching and posting content for user acquisition:
“The best way to do it… is just to do it.”
This mindset underscores her approach to experimentation and learning quickly, rather than waiting for an unattainable “perfect” moment. Another key insight is the importance of embracing ambiguity. Early in the Zenith journey, she faced uncertainty about the exact product to build, but found clarity by talking to real people experiencing the problem.
Finally, Abigail highlighted the value of versatility and hands-on involvement in a startup. From hiring engineers to managing social media campaigns, she emphasizes that founders often wear many hats, balancing strategic vision with day-to-day execution.
Building Community and Learning Together
Abigail is also passionate about sharing her experiences and learning from others. She looks forward to participating in the Tech Ladies ICON Conference this October in New York City, where she’ll join a panel of women entrepreneurs. She hopes these conversations foster openness and mutual support:
“Nobody’s perfect. But we all are kind of doing this together, and hopefully, some of our experiences can be helpful for folks at ICON.”
Her journey is a reminder that entrepreneurship is both challenging and rewarding—and that leaning into action, learning from failures, and connecting with a community can make all the difference.
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You can catch the full recording of our conversation here.
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