Stroller
Stroller AB, founded in 2017 in Stockholm, Sweden, develops the Preggers mobile app — a multilingual pregnancy and baby tracker used by over two million expectant and new parents across 203 countries.
- Company typePrivate
- Founded2017
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Stroller does
Stroller AB is a privately held Swedish limited liability company founded in 2017 and headquartered in Stockholm, operating under the consumer brand Preggers. The company builds and distributes the Preggers mobile application, a pregnancy and baby tracking product designed for expectant parents and parents of infants up to one year. The app delivers a week-by-week guide from conception through the first year, expert-developed content in collaboration with specialists in pregnancy, psychology, and exercise, a unique 3D visualization of fetal development, a family calendar, and support for varied family structures.
The underlying technology is a mobile application available on iOS App Store, Google Play, and via direct website download, with localized content in 14 languages including English, Swedish, Norwegian, Danish, Finnish, German, Polish, French, Dutch, Spanish, Chinese, Ukrainian, and Russian. According to company disclosures, the product has over two million users, millions of downloads across 203 countries, and top rankings in 180 markets, supported by a base of more than 10,500 user reviews. The Preggers mark is a registered trademark under Stroller AB.
The business model is primarily freemium: the core app is free to download, with premium upgrades implied but not detailed in available sources. Revenue is supplemented by an affiliate/referral partnership with Swedish insurer Folksam for pregnancy and child insurance products, announced in November 2022. Distribution is mobile-first, direct-to-consumer through app stores with app store optimization and social media (Instagram, Facebook) as core top-of-funnel channels. The company is privately held, has received one undisclosed funding round in January 2020 earmarked for international expansion, and has not disclosed revenue, headcount, or valuation figures in the available source material.
Stroller firmographics
Firmographics- Name
- Stroller
- Legal name
- Stroller AB
- Website
- https://stroller.life
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Stroller AB, founded in 2017 in Stockholm, Sweden, develops the Preggers mobile app — a multilingual pregnancy and baby tracker used by over two million expectant and new parents across 203 countries.
- Ownership category
- akta.pro rank
Stroller industry classification
Industry- Product category
- Pregnancy and Parenting Mobile Applications
- NAICS
- Child Care Services (62441)
- SIC
- Services-Child Day Care Services (8351)
- akta.pro primary industry
- Infant & Toddler Sleep, Feeding & Diapering Support Programs (EDACAGAJ)
Keywords
Where Stroller is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Stroller business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Others
Revenue model
- Mobile Application (Freemium): Free mobile app with core pregnancy tracking features; likely monetized through premium upgrades or in-app purchases
- Insurance Partnership: Partnership with Folksam for pregnancy and child insurance products, generating referral or commission-based revenue
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free core app with basic pregnancy tracking features |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Stroller product offering
Product offeringCore offering
Stroller AB develops and operates the Preggers mobile application, a free pregnancy and baby tracking tool that provides week-by-week pregnancy guidance, 3D fetal development visualization, newborn care advice, and a family calendar for expectant and new parents. The app supports users from conception through the baby's first year, is localized into 14 languages, and is monetized through a freemium model and an insurance referral partnership with Folksam.
Product overview
Stroller AB operates primarily through its flagship product, Preggers, a comprehensive pregnancy and parenting mobile application developed in 2017. The Preggers app serves as a unified platform offering week-by-week pregnancy tracking, 3D visual experiences, personalized updates and tips for each pregnancy stage, newborn care advice, and a family calendar feature. The product supports multiple family structures and is designed to accompany parents from conception through their baby's first year of life. Preggers is available in 14 languages and has been downloaded millions of times across 203 countries.
Differentiator
Problem solved
Functional benefit
Products and services
- Preggers pregnancy and baby tracking app A free mobile application for iOS, Android, and web that helps expectant and new parents track pregnancy progression and baby development from conception through the first year. It offers week-by-week pregnancy guidance, a 3D fetal development visualization experience, personalized stage-based tips and tools, newborn care advice, and a family calendar. The app supports 14 languages, diverse family structures, and is based on expert-developed content covering pregnancy, psychology, and exercise.
Quantifiable outcome
- Over 2 million people use Preggers apps
- +3 more outcomes
Companies that use Stroller
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
Stroller technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Stroller partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FolksamcoreInsurance cooperation in pregnancy and child insurance. Preggers and Folksam partner to provide integrated insurance products for expectant parents covering pregnancy and child-related insurance needs.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Stroller competitors and assessment
Company assessmentOthers
- Frida: Frida is a direct-to-consumer baby and postpartum products brand that monetizes the same expectant and new-parent audience that Preggers serves, making it an adjacent go-to-market partner or competitor in the parenting ecosystem.
Direct peers
- The Bump: The Bump (The Knot Worldwide) provides a pregnancy and baby tracker app alongside wedding/registry content, directly comparable to Preggers in the pregnancy tracking category.
- Glow: Glow offers fertility, conception, and pregnancy tracking apps with a similar freemium mobile-first model, comparable to Preggers' getting-pregnant and pregnancy tracking use cases.
- Pregnancy+ (Philips): Philips' Pregnancy+ app offers week-by-week tracking, 3D fetal visualization, and pregnancy health content, making it a direct competitor on Preggers' core 3D visualization and tracking proposition.
- What to Expect: What to Expect (Everyday Health Group) operates a pregnancy and parenting app with week-by-week tracking, directly competing with Preggers for the same expectant-parent audience.
- BabyCenter: BabyCenter (owned by Everyday Health Group) is a long-standing pregnancy and parenting platform offering week-by-week content, tracking tools, and a global app, directly comparable to Preggers' core offering.
- Flo Health: Flo Health operates the leading global period, fertility, and pregnancy tracking app, making it the closest direct competitor to Preggers in the digital pregnancy/parenting category with a similar freemium model and global distribution.
- Ovia Health: Ovia Health (a Labcorp company) provides fertility, pregnancy, and parenting tracking apps and is widely adopted via employer-sponsored benefits, directly comparable to Preggers' pregnancy and postpartum use cases.
Emerging players
- Huckleberry: Huckleberry provides newborn and baby tracking with a focus on sleep, feeding, and diapering, partially overlapping with Preggers' first-year features but with a more specialized newborn-sleep positioning.
- Peanut: Peanut is a social network for mothers that complements pregnancy and early parenting, overlapping with Preggers' community and support functions for expectant and new parents.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Stroller social profiles
Digital presenceStroller financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stroller leadership team
Management profileNumber of profiles
Profiles2 records
Stroller funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stroller M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Stroller
What does Stroller do?
Stroller AB develops and operates the Preggers mobile application, a free pregnancy and baby tracking tool that provides week-by-week pregnancy guidance, 3D fetal development visualization, newborn care advice, and a family calendar for expectant and new parents. The app supports users from conception through the baby's first year, is localized into 14 languages, and is monetized through a freemium model and an insurance referral partnership with Folksam.
Is Stroller a public or private company?
Stroller is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Stroller founded?
Stroller was founded in 2017. It employs 11 to 50 people.
Where is Stroller based?
Stroller is headquartered in Stockholm, Sweden, in the Europe region.
How does Stroller make money?
Two revenue lines are on record. Mobile Application (Freemium) is the primary driver. The others are insurance Partnership.
Who are Stroller's main competitors?
Frida is listed as an others. Direct peers are The Bump, Glow, Pregnancy+ (Philips), What to Expect, BabyCenter, Flo Health and Ovia Health. Emerging players are Huckleberry and Peanut.
Does Stroller have an API?
No public API is recorded for Stroller.
What industry is Stroller in?
Stroller's product category is Pregnancy and Parenting Mobile Applications. Its primary akta.pro industry code is EDACAGAJ, Infant & Toddler Sleep, Feeding & Diapering Support Programs. Its NAICS code is 62441 and its SIC code is 8351.