We are Effica, and we are revolutionizing midlife care.

Hoda Soboh is an accomplished leader and successful entrepreneur with more than 30 years of experience building, scaling, and transforming organizations. She held an executive role at Ceridian, where she led the transformation of customer experience and relationship management, before founding Intellimedia, a leading education technology company in Alberta that she scaled, resulting in a successful exit. Hoda holds a BA from the University of Calgary.

At Effica, Hoda brings her expertise in technology innovation, customer experience, and organizational growth to one of the most underserved areas in healthcare: women's midlife health. With a demonstrated ability to design scalable solutions that empower people, she leads Effica's mission to give women agency over their health through evidence-based care, digital tools, and a dedicated team of experts.

Her motivation is personal. After entering menopause in her early 40s, she experienced firsthand the systemic gaps, dismissal, and lack of integration that millions of women face. Rather than accept the status quo, she set out to build the solution she and so many others needed. When Effica launched its pilot, more than 1,300 women applied in just 24 hours—underscoring the urgency of the problem and validating the company's mission.

Hoda dedicates this work to her late aunt Soraya, whose story continues to inspire her pursuit of change.

Dr. Nese Yuksel brings more than three decades of experience as a clinician, researcher, educator, and national leader in women's health. Most recently, she served as a full Professor and Vice Dean at the University of Alberta's Faculty of Pharmacy and Pharmaceutical Sciences, where she spent 21 years on faculty before retiring in 2025. She now holds the title of Professor Emeritus.

Throughout her career, Dr. Yuksel has integrated clinical practice, research, and leadership to advance care for women. Since 1997, she has practiced in menopause and osteoporosis clinics in Edmonton, supporting women through some of the most significant transitions in their lives. She is proud to be a Menopause Society Certified Practitioner (MSCP).

Her research has focused on innovative approaches to improve access and enhance the quality of care in women's health. Dr. Yuksel has published extensively in peer-reviewed papers, including being an author for national and international menopause guidelines. Along the way, she has collaborated with researchers and clinicians across Canada, supported by national grant funding and the opportunity to mentor countless undergraduate and graduate learners.

As the recent past President of the Canadian Menopause Society, she helped shape standards of care across Canada and amplify the importance of women's health nationally and internationally. She has been actively involved with Osteoporosis Canada and the Canadian Pharmacists Association, as well as other professional organizations. She has been a speaker at national and international events for health care providers and the public.

What has always driven her is the conviction that women deserve care that is not only evidence-based but also compassionate and empowering. That is the mission she carries into Effica, where she guides the development of clinical programs that bring together research, knowledge translation and clinical expertise.