What Anya does

Anya is a UK-headquartered digital health company, founded in 2018 as LatchAid Ltd. and rebranded in 2022, that operates an AI-powered mobile platform delivering women's health support across fertility, pregnancy, parenting, infant feeding, menstrual health, and menopause. The company serves consumers directly through freemium iOS and Android apps while operating a B2B enterprise channel that supplies employers, NHS trusts, integrated care systems, and local authorities as a population-health and employee-benefit solution.

The product combines a hybrid AI Virtual Companion (natural-language chat, knowledge retrieval, recommendation/personalization, and crisis detection) with on-demand specialist video consultations (IBCLCs, midwives, fertility specialists, menopause experts), personal health and cycle tracking, moderated virtual peer communities, and proprietary LatchAid™ interactive 3D animations that visually demonstrate latching and infant-feeding techniques. All clinical content is authored or reviewed by accredited healthcare specialists. Underlying AI infrastructure uses IBM Watson for content management and Google Cloud Platform for data processing and storage, with UK customer data residing in europe-west2 (London) and Australian data held in-region.

Anya monetizes through per-employee-per-year (PEPA) enterprise subscriptions averaging £9 PEPA for employer and insurer channels, B2C premium subscriptions distributed through app stores on a freemium tier with paid monthly upgrade, and annual public-sector contracts commissioned using UK Family Hubs and Start for Life funding. Go-to-market is enterprise field sales to HR and healthcare commissioner buyers, with planned expansion through insurance, EAP, benefit-broker, and employer-benefit-platform channels into Australia and North America. Consumer-side distribution leans on app-store distribution and inbound demand generation via webinars, case studies, and clinical thought leadership.

Name

Anya

Legal name

LatchAid Ltd.

Website

https://anya.health

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Anya is a UK-based digital health company that combines an AI-powered chat companion, LatchAid™ 3D breastfeeding animations, specialist video consultations, and moderated peer communities to deliver women's health support across fertility, pregnancy, parenting, breastfeeding, menopause, and menstrual health, serving individuals, employers, NHS trusts, and local authorities.

Ownership category

akta.pro rank

Product category

Women's Health Software (FemTech)

NAICS

Software Publishers (5132), Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Women’s Health & Fertility Therapeutics (Digital) (HLACANAK)

akta.pro secondary industries

Maternal, Women’s & Family Virtual Care Programs (Payer-Sponsored) (HLALACAJ), Women’s Health & Family Care Virtual Care (fertility, maternity, pediatrics) (HLALADAE), Therapeutic Companion Apps (Drug-Device-Digital Combination) (HLACANAH)

Keywords

• Women's health app
• Pregnancy support
• Breastfeeding guidance
• Menopause support
• Digital health companion

Headquarters

HQ city

Kemble

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations

Revenue model

1. B2B Enterprise Subscription (Employers & Insurers): Tiered pricing model for corporate employers and insurance providers. Anya offers scalable, equitable women's health support as an employee benefit. Average pricing at £9 per employee per year (PEPA). Includes menopause, fertility, pregnancy, parenting support.
2. B2C Individual Subscription: Individual consumers can subscribe directly through App Store or Google Play. Freemium version with limited access; full access requires paid subscription.
3. Public Sector Contracts: NHS trusts, local authorities, and healthcare commissioners partner with Anya for population health support. Typically 2-week onboarding with ongoing success partnership.
4. Freemium Model: Free users access most communities, select articles, webinars, 3D animations, and AI chat up to 5 times daily. Full access requires subscription upgrade.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Anya is a mobile-based AI-powered women's health platform offering a 24/7 virtual companion, specialist video consultations, personalised content programmes, virtual communities, and the proprietary LatchAid 3D breastfeeding animations. It serves women across fertility, pregnancy, parenting, breastfeeding, menopause, and menstrual health, and is sold as a workforce benefit to employers, to NHS and local authority commissioners, and as a consumer subscription.

Product overview

Anya is a unified digital health platform providing AI-powered 24/7 women's health support across key life stages: fertility, pregnancy, parenting, breastfeeding, menopause, and menstrual health. The core product is the Anya app, which combines a hybrid AI Virtual Companion (powered by natural language processing and knowledge retrieval) with access to specialist video consultations, interactive LatchAid™ 3D breastfeeding animations, virtual communities, and personalised content programmes. The platform operates on a freemium model with premium subscription access, serving individuals, employers, healthcare providers (including NHS), and local authorities. Anya's services are available on both iOS and Android devices.

Differentiator

Problem solved

Functional benefit

Products and services

• Anya App AI-powered 24/7 digital health companion app providing women's health support across fertility, pregnancy, parenting, menopause, and menstrual health. Includes hybrid AI virtual companion, specialist video consultations, personal tracking, virtual communities, and expert-led content.
• LatchAid 3D Breastfeeding Animations Interactive 3D visual guidance tool for breastfeeding support, covering latching, baby holding, hunger cues, and infant feeding techniques. Developed with healthcare specialists and compliant with WHO Code of Marketing of Breast-milk Substitutes.
• Anya Employer Benefit Subscription Tiered B2B enterprise subscription offering women's health support as an employee benefit, covering menopause, fertility, pregnancy, and parenting support. Priced on average at £9 per employee per year.
• Anya Public Sector Subscription Custom partnership subscription for NHS trusts, integrated care systems, and local authorities operating Family Hubs and Start for Life programmes, providing population-level digital health support.
• Anya Consumer Subscription (Premium) Direct-to-consumer premium subscription available via App Store and Google Play, providing full access to AI companion, unlimited chat, specialist support, and the complete content library.

Quantifiable outcome

• Doubled breastfeeding rates in HCRG Lancashire partnership
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and supporting.

• NHS EnglandcoreStrategic or Co-development PartnerNHS trusted solution providing AI-powered 24/7 women's health support. Featured on NHS Innovation Accelerator. Anya is DTAC compliant and ORCHA certified, enabling NHS trusts to deploy the solution for population health support.
• Local Authorities (Family Hubs)coreStrategic or Co-development PartnerPartnerships with local authorities for Family Hubs and Start for Life initiatives. Implemented across multiple regions including St Helens, Oldham, Blackburn and Darwen, Blackpool, and Lancashire. Commissioned using Family Hubs and Start for Life funding.
• Google for StartupscoreStrategic or Co-development PartnerAnya successfully graduated from the Google for Startups: AI for Health programme in January 2024. Selected among 30 startups from 15 countries. Received mentorship from Google Research, Google Health, Verily, Fitbit, and Google DeepMind experts.
• Google Cloud PlatformcoreTechnology or IntegrationGoogle Cloud used for data processing and storage. UK customer data stored in europe-west2 (London) data centres. Australian data stored in Australia. Highest possible degree of encryption for data at rest and in transit.
• Unicef UK Baby Friendly InitiativesupportingStrategic or Co-development PartnerAnya's app content developed in line with Unicef UK BFI Standards. Ensures evidence-based, clinically appropriate support for infant feeding.
• Shoosmiths (Employment Lawyers)supportingStrategic or Co-development PartnerPartnership with employment law firm Shoosmiths for webinars on menopause action plans and Employment Rights Act compliance for employers.
• ClearscoresupportingChannel Partner/ Reseller/ DistributorCorporate customer offering Anya as employee benefit. HR team uses Anya for internal communications and employee support during key life stages.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Mahmee: Digital maternal and infant health platform serving health plans, providers, and community organizations, with a focus on health equity. Comparable to Anya's NHS/local authority and underserved-community focus.
• Healthily (Your.MD): AI-driven health information and self-care platform with self-assessment, symptom checking and content personalisation. Comparable to Anya's AI companion concept, though Healthily is more general-population and not women's-health specialized.

Direct peers

• Ovia Health (Labcorp): Employer- and health-plan-sponsored women's and family health app covering fertility, pregnancy, postpartum and parenting. Directly comparable as a B2B women's health benefits platform and incumbent competitor in US employer channels.
• Cleo: Employer-sponsored parental benefits platform combining expert human guidance, AI, and community support for working parents. Overlaps with Anya's pregnancy and parenting B2B offering and competes for the same employer HR/benefits budget.
• Peppy Health: UK-based employer-benefits platform providing specialist virtual care for menopause, fertility, pregnancy and other health areas. Sells to HR leaders via the same channel Anya is targeting, including insurer and EAP partnerships.
• Maven Clinic: Digital women's and family health platform offering virtual care across fertility, pregnancy, postpartum, and menopause, sold to employers and health plans. Closest direct competitor to Anya's B2B women's health proposition.
• Flo Health: One of the largest consumer women's health apps globally, covering menstrual, fertility, pregnancy and perimenopause. Competes with Anya in B2C and increasingly in B2B employer benefits for fertility and pregnancy support.

Broad incumbents

• Babylon Health (now eMed): Former NHS-linked digital health platform providing AI-driven triage, virtual consultations, and population health tools. Comparable as a broad incumbent in NHS-trusted digital health, though it covers a much wider scope than Anya's women's health focus.
• Livi (Kry): European digital primary care provider offering NHS video GP consultations in the UK. Comparable as a broader NHS-trusted digital health incumbent, though Anya's women's health focus is more specialized.

Regional players

• Elvie: UK-headquartered FemTech company best known for connected breast pumps and pelvic floor devices. Adjacent rather than direct overlap, but a comparable UK women's health hardware/consumer brand with employer-benefits distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/anya-health
• Xx.com/AnyaLatchAid
• Facebookfacebook.com/AnyaLatchAid

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds6 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Anya