Urban Baby Beginnings

What Urban Baby Beginnings does

Urban Baby Beginnings (UBB) is a Richmond, Virginia-based 501c3 nonprofit founded in 2015 by Stephanie Spencer, BSN, RN, that builds and operates a statewide Maternal/Perinatal Health Hub System serving pregnant and parenting families from pregnancy through the child's third year, with particular focus on Black mothers and other communities facing disproportionate maternal mortality. The organization runs five physical maternal health hubs across Virginia (Richmond, Norfolk, Newport News, Petersburg, Roanoke) and delivers a nurse-led, tech-enabled telehealth platform called ReByrth® — connecting families to virtual birth coaches, postpartum educators, lactation counselors, mental wellness guides, and resource navigators — with a mobile app forthcoming on Apple App Store and Google Play. Complementary programs include a trademarked Community Doula Training curriculum (the first community doula training program in Virginia since 2015 with a Medicaid credentialing pathway), Virginia's first diaper bank (established 1994, second nationwide), the Cocoa Latte Cafe® breastfeeding support model, Sister's Keeper maternal mental health groups, Doula Concierge, and Resource Navigation/home-visiting services.

Revenue is generated through five streams: Virginia Medicaid reimbursement for ReByrth and doula services (all Virginia Medicaid plans accepted), contracted partnerships with health systems (Bon Secours, VCU Health, United Healthcare) for embedded perinatal extension of care, federal and state grants (American Rescue Plan, Virginia Department of Health perinatal initiatives), corporate/foundation grants (Anthem Foundation, Merck for Mothers' Safer Childbirth Cities), and tax-deductible individual donations and fundraising events. In 2024, UBB reported serving 4,500+ families statewide, with 13 community-based partners engaged in shared data and care alignment and a network of 20 diaper banks; outcome reporting indicates 95% of families achieved safe postpartum transitions through hub-based navigation. The organization operates with a team of approximately 20+ full-time staff including care coordinators, certified community doulas, certified lactation counselors, community health workers, and program coordinators distributed across its five hub cities.

Name

Urban Baby Beginnings

Legal name

Urban Baby Beginnings®

Website

https://urbanbabybeginnings.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Urban Baby Beginnings is a Virginia-based 501c3 nonprofit operating a statewide Maternal/Perinatal Health Hub System across five cities, providing nurse-led in-person and telehealth (ReByrth®) perinatal support, community doula training, lactation and mental health services to pregnant and parenting families, with emphasis on Black mothers facing maternal health disparities.

Ownership category

akta.pro rank

Product category

Maternal Health Services

NAICS

Other Individual and Family Services (62419), Other Individual and Family Services (624190)

SIC

Services-Misc Health & Allied Services, Nec (8090), Services-Social Services (8300)

akta.pro primary industry

Postpartum Newborn Care & Parent Education (NCS) (HSAAACAA)

akta.pro secondary industries

Newborn Developmental Support & Soothing Techniques (NCS) (HSAAACAJ), Early Head Start & Publicly Funded Infant/Toddler Programs (EDACAGAH)

Keywords

• Maternal health services
• Community doula training
• Perinatal telehealth platform
• Postpartum support services
• Diaper bank distribution

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Medicaid Reimbursement: Revenue from Virginia Medicaid coverage for doula services and perinatal support. ReByrth accepts all Virginia Medicaid plans with full coverage for eligible families.
2. Healthcare System Partnerships: Contracts with hospitals, clinics, and health systems (Bon Secours, VCU Health) for on-site staffing and ReByrth integration, providing services without financial barriers to patients.
3. Government Grants: Funding from government sources including Virginia Department of Health, American Rescue Plan, and state perinatal health initiatives.
4. Corporate and Foundation Grants: Grants from Anthem Foundation ($1.45M), Merck Safer Childbirth Cities, and other corporate partners supporting maternal health programs and workforce development.
5. Donations and Fundraising: Tax-deductible charitable donations from individuals, crowdfund campaigns, and fundraising events like Rhythm & Remedy Charity Concert. Organization is 501c3 tax-deductible.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Urban Baby Beginnings operates Virginia's first maternal/perinatal health hub system, delivering direct services to pregnant and parenting families through in-person hubs in five cities (Richmond, Petersburg, Norfolk, Newport News, Roanoke) and through its proprietary ReByrth telehealth platform and iOS app. Core services include community doula support, lactation counseling, maternal mental health groups, diaper distribution, postpartum/newborn support, and resource navigation, complemented by a community doula training program and workforce development initiatives.

Product overview

Urban Baby Beginnings operates a multi-product maternal health ecosystem centered on its Maternal/Perinatal Health Hub System—the core infrastructure connecting families, hospitals, providers, and community-based organizations. The flagship technology product is the ReByrth® platform (encompassing both the ReByrth® Telehealth Platform and the forthcoming ReByrth® App), which bridges clinical care and community support via a nurse-led, culturally aligned model. This digital platform is complemented by in-person hub services including Community Doula Training, Diaper Bank, Cocoa Latte Cafe® breastfeeding support, Sister's Keepers maternal mental health groups, Doula Concierge, and Resource Navigation—all feeding into the unified maternal hub system that serves families from pregnancy through the child's third year.

Differentiator

Problem solved

Functional benefit

Brands

• ReByrth®: Telehealth platform providing real-time culturally aligned maternal health support, connecting expectant families with licensed perinatal wellness providers including virtual birth coaches, postpartum educators, lactation counselors, and mental wellness guides.

Products and services

• Maternal Health Hub System Virginia's first maternal/perinatal health hub system, delivering in-person services through physical hubs in Richmond, Petersburg, Norfolk, Newport News, and Roanoke for pregnant and parenting families, with care coordination, doula support, lactation, mental health, and material support.
• ReByrth Telehealth Platform Proprietary digital maternal health platform providing virtual appointments, telehealth visits, content/curriculum modules, and resource navigation for pregnant and parenting families across Virginia, extending UBB's reach beyond its physical hubs.
• ReByrth Mobile App iOS mobile application that complements the ReByrth platform, providing on-the-go access to maternal health content, services, and resources for UBB clients and families.
• Community Doula Training Program Trademarked training program that prepares community members to serve as doulas using UBB's proprietary curriculum; functions as workforce development pipeline producing a sustainable doula workforce for UBB and the broader Virginia perinatal ecosystem.
• Diaper Bank Community diaper distribution program that supplies diapers and essential baby supplies to UBB families experiencing material hardship.
• Cocoa Latte Cafe Pop-up lactation support and peer education program offering accessible, community-based breastfeeding and chestfeeding education and support to pregnant and parenting families.
• Sister's Keepers Maternal Mental Health Groups (Mother's Keeper Mothering Circle) Structured group-based maternal mental health program (Mother's Keeper Mothering Circle) providing peer support, counseling resources, and care navigation for pregnant and postpartum individuals experiencing maternal mental health concerns.
• Doula Concierge Private doula concierge service providing contracted, dedicated doula support to families seeking personalized birth and postpartum accompaniment.
• Resource Navigation Care coordination and social-determinants-of-health resource navigation service connecting UBB clients to housing, food, transportation, insurance, and other community resources needed to support maternal and infant wellbeing.
• Perinatal Safe Spot Designated safe environment and support program where perinatal families can access support services in a trusted setting.
• Domicile Services

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered major, core and significant.

• Virginia Department of HealthmajorStrategic or Co-development Partner · 5 May 2026VDH awarded $2.5 million in state funding for community-based perinatal care hubs. While UBB helped craft and secure this funding, neither UBB nor Birth In Color was selected as a grant recipient when the pilot program launched, despite over 40 applicants. State officials acknowledged eroded trust and pledged to rebuild relationships.
• Virginia Neonatal Perinatal Collaborative (VNPC)majorStrategic or Co-development PartnerPartnership resulting in $7.5 million grant award for perinatal health initiatives across Virginia. UBB serves as a key partner in this statewide collaborative effort to improve neonatal and perinatal outcomes.
• United HealthcarecoreStrategic or Co-development PartnerPartnership to support a pipeline of diverse doula care to improve maternal health outcomes. United Healthcare provides coverage and support for maternal health initiatives including ReByrth services.
• Bon SecourscoreStrategic or Co-development PartnerPartnership providing free mobile services to uninsured expectant mothers in the Richmond area. Bon Secours and UBB collaborate to deliver maternal health services to underserved populations.
• VCU HealthcoreStrategic or Co-development PartnerDoula partnership program to combat maternal mortality rates. VCU Health and UBB collaborate to provide culturally competent doula services and address disparities in maternal care.
• Virginia Commonwealth UniversitycoreStrategic or Co-development PartnerPartnership supporting maternal health research, workforce development, and community health initiatives. VCU collaboration enhances UBB's capacity for training and education.
• Postpartum Support VirginiasignificantStrategic or Co-development PartnerEarly partnership (2015) that seeded UBB's maternal mental health support groups. Postpartum Support Virginia supported UBB to establish the first formal community-based maternal mental health group outside hospital settings in Virginia.
• Virginia Diaper Bank NetworkcoreStrategic or Co-development PartnerUBB founded Virginia's first diaper bank and is a member of the Virginia Diaper Bank Network, coordinating statewide efforts to address diaper need through 20+ partner diaper banks.
• National Perinatal Task ForcesignificantStrategic or Co-development PartnerUBB is a registered Perinatal Safe Spot (PSS) under the National Perinatal Task Force, a grassroots movement to eliminate racial and class disparities in birth outcomes.

Scale indicators9 records

Recent moves7 records

Expansion highlights3 records

Direct peers

• Postpartum Support Virginia: Virginia-focused maternal mental health organization that seeded UBB's first community-based maternal mental health group in 2015. Directly comparable scope (maternal mental health, perinatal support, peer-based group models) and geography (Virginia-wide).
• National Birth Equity Collaborative (NBEC): National nonprofit focused on eliminating maternal and infant health disparities through training, advocacy, and policy. Directly comparable mission and racial-equity framing; UBB aligns through participation in NBEC's Perinatal Safe Spot network.
• Mahmee: Tech-enabled maternal and infant health platform combining telehealth doulas, lactation consultants, mental health providers, and care navigation. Closest venture-backed analogue to UBB's ReByrth model, with similar focus on health equity and Medicaid populations.
• Postpartum Support International (PSI): International nonprofit providing perinatal mood and anxiety disorder support, training, and resources. Directly comparable on the maternal mental health group model (Sister's Keeper Mothering Circles is UBB's PSI-aligned offering) and peer-to-peer support approach.
• The Doula Network: National network of credentialed labor and postpartum doulas contracting with health plans and Medicaid programs. Directly comparable on the credentialed-doula-network business model and Medicaid reimbursement revenue stream that UBB is building toward.
• Birth In Color: Richmond, Virginia-based nonprofit providing doula, lactation, and maternal mental health services to families of color. Most direct comparable: same geography, same racial-equity mission, same Medicaid doula advocacy, and UBB itself notes the organizations were both bypassed on the 2026 VDH state funding award.

Broad incumbents

• March of Dimes: Long-established national nonprofit operating maternal and infant health programs, advocacy, and the "Mom & Baby Mobile Health Centers." Operates in an overlapping space (perinatal health equity, workforce, mobile health) but at much larger scale and across all 50 states.
• Maven Clinic: Largest virtual clinic for women's and family health, covering preconception through pediatrics including doula, lactation, and mental health support. Comparable on product (digital perinatal support) but operates at much larger scale across employers, payers, and Medicaid contracts.
• Ovia Health: Digital maternal and family health platform (now part of Labcorp) covering pregnancy, postpartum, and parental leave. Comparable on the digital perinatal engagement product category and employer/payer go-to-market, though less specialty-equity-focused than UBB.

Emerging players

• Pacify Health: Tech-enabled lactation, doula, and postpartum support platform contracting with health plans and Medicaid managed care organizations. Comparable on telehealth-delivered perinatal support to Medicaid populations - useful comparison point for ReByrth's go-to-market design.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/media
• YouTubeyoutube.com/channel/UCOzQz4v3_qCqgv-l4gGPVOA
• Facebookfacebook.com/urbanbabybeginnings
• LinkedInlinkedin.com/company/urban-baby-beginnings
• Instagraminstagram.com/urbanbabybeginnings
• Pinterestpinterest.com/urbanbabybeginnings

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors1 record

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 Urban Baby Beginnings