Mino Care

What Mino Care does

Mino Care is a Toronto-based, for-profit private company founded in 2017 (as Mommy Monitor, rebranded in 2023) that provides culturally safe, anti-racist, patient-centred perinatal and reproductive healthcare to Black and racialized pregnant persons and parents in Canada. Its core offering is a digital care platform (the Mino App, currently in build) that coordinates care across an integrated network of providers including doulas, lactation consultants, mental health therapists, pelvic floor physiotherapists, pregnancy massage therapists, maternal health navigators, sexual health navigators, and childcare providers. The company also maintains a curated directory of more than 100 Black perinatal care professionals across Ontario, Quebec, and British Columbia, and partners with North York General Hospital for in-person clinic services at 2 Champagne Drive, Toronto, with on-site childcare available.

The business operates a hybrid go-to-market model combining direct-to-consumer digital intake and care delivery with in-person clinic services and a professional referral network. Revenue is generated through professional service fees (e.g., childcare at $20/hr, doula and therapy services), consulting and birth justice workshops for healthcare organizations, podcast sponsorships on The Mino Care Report, and donations via PayPal. The company also runs the annual MinoFest conference, an educational blog, and a podcast in partnership with the Society of Obstetricians and Gynaecologists of Canada (SOGC). It has raised approximately $255,147 CAD in disclosed funding across its history, including $60,000 from the 2017 WeWork Creator Awards, participation in the 2021 Google Black Founders Accelerator, and a $195,147 grant from the Public Health Agency of Canada in August 2024. The company is founder-led by Elsie Amoako (Founder/CEO) and operates with 11-50 employees.

Name

Mino Care

Legal name

Mino Care

Website

https://minocare.ca

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Mino Care is a Toronto-based perinatal and reproductive healthcare platform delivering culturally safe, anti-racist care to Black and racialized pregnant persons and parents in Canada through a digital app, a curated provider directory, and a clinic partnership with North York General Hospital.

Ownership category

akta.pro rank

Product category

Perinatal and Reproductive Healthcare Services

NAICS

Health Care and Social Assistance (62)

SIC

Services-Health Services (8000)

akta.pro primary industry

Primary Care for Underserved Populations (e.g., migrant, homeless, refugee clinics) (HLAFAGAN)

Keywords

• Perinatal care services
• Culturally safe healthcare
• Doula support services
• Reproductive healthcare
• Perinatal care platform

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Healthcare Services: Direct patient care services including doula support, lactation consulting, mental health therapy, pelvic floor therapy, pregnancy massage, and childcare services. Services delivered virtually and in-person through partnership arrangements.
2. Consulting Services: Birth justice workshops and training for healthcare providers and organizations, helping them design more equitable, just, and patient-centred healthcare experiences. Includes resource development, research, and program evaluation.
3. Donations: Accepts donations via PayPal to support operations and mission.
4. Podcast Sponsorships: The Mino Care Report podcast accepts sponsorships from values-aligned brands to share with their audience.

Pricing tiers

Distribution channels4 records

Marketing channels10 records

Core offering

Mino Care provides culturally safe, anti-racist, patient-centred perinatal and reproductive healthcare to Black and racialized communities in Canada. Its core offering is the Mino App / Digital Care Platform, which coordinates a network of providers delivering doula support, mental health therapy, lactation consulting, pelvic floor therapy, pregnancy massage, sexual health navigation, maternal health navigation, developmental screening, dental hygiene, and childcare. Services are delivered virtually and in-person, including on-site care through a partnership with North York General Hospital in Toronto.

Product overview

Mino Care is a culturally safe, anti-racist, patient-centred perinatal healthcare platform offering a comprehensive suite of services. The core offering is the Mino App/Digital Care Platform, which serves as a central hub for customized, equitable perinatal care with seamless coordination across providers. The company provides direct healthcare services including doula support, mental health counselling, lactation consulting, pelvic floor therapy, pregnancy massage, sexual health navigation, and childcare support. Additional offerings include a Black Perinatal Care Workers Directory connecting patients with Black healthcare professionals, Birth Justice Workshops for education, The Mino Care Report Podcast for advocacy content, MinoFest as an annual conference, and consulting services for healthcare providers. The company also provides extensive preconception and postnatal resources, plus intake/referral forms for service access. Services are available virtually and through partnered clinic locations including North York General Hospital.

Differentiator

Problem solved

Functional benefit

Brands

• The Mino Platform: Digital care platform providing personalized, anti-racist, and patient-centred perinatal care with customized care experiences, lower barriers to care, and seamless coordination across providers.
• The Mino Care Report Podcast
• MinoFest

Products and services

• Mino App / Digital Care Platform Digital care platform providing personalized, culturally safe, anti-racist, and patient-centred perinatal care. Features customized care plans, a central communication hub, care notes, and patient-controlled data privacy; designed to coordinate care across multiple perinatal providers for Black and racialized pregnant persons and new parents in Canada.
• Doula Support Doula support services providing continuous physical, emotional, and informational support before, during, and after childbirth for expectant and new parents, delivered by culturally safe practitioners in the Mino Care network.
• Mental Health Support Mental health therapy and counselling for parents, parents-to-be, and those looking to become parents, delivered by registered mental health counsellors and integrated with Mino Care's broader perinatal services.
• Lactation Consultant Professional breastfeeding support and lactation consulting for new parents delivered by culturally safe practitioners through the Mino Care provider network.
• Navigating Perinatal Healthcare Maternal healthcare navigation helping patients access culturally safe care across the healthcare system, coordinate referrals, and reduce fragmentation across perinatal providers.
• Pelvic Floor Therapy Physiotherapy services focused on pelvic floor health for perinatal and postpartum patients, delivered by a pelvic-health physiotherapist within the Mino Care network.
• Pregnancy Massage Therapeutic massage services tailored for pregnant individuals, delivered as part of the integrated perinatal care offering.
• Developmental Screening Child developmental screening services to monitor and support healthy growth in infants and young children of Mino Care clients.
• Support Finding a Midwife Assistance finding and connecting with registered midwives for clients who choose midwifery-led care pathways.
• Dental Hygiene Dental hygiene services available to clients in Toronto and surrounding areas as part of Mino Care's whole-person care network.
• Sexual Health Navigation Sexual health navigation services providing supportive guidance on STI testing, contraception, consent, pleasure, body autonomy, and accessing affirming care, addressing the 25.9-week average wait for gynecological treatment.
• Child Care Childcare services with on-site childcare available at the North York General Hospital clinic, plus support finding childcare providers for clients in their homes or the provider's home.
• Black Perinatal Care Workers Directory Online directory of 100+ Black perinatal care professionals across Canada — including doulas, midwives, mental health practitioners, lactation consultants, physiotherapists, and sexologists — enabling patients to find culturally safe providers and professionals to receive referrals.
• Birth Justice Workshop Educational workshops covering patient rights, informed choice vs. informed consent, navigating healthcare systems, and culturally safe care practices, available to expectant and new parents.
• Consulting Services Healthcare consulting services for hospitals, clinics, and social service organizations, including resource development, research, program evaluation, and birth-justice training to help them design more equitable, just, and patient-centred healthcare experiences.

Quantifiable outcome

• 40% of Black mothers suffer from postpartum depression - Mino Care provides mental health support specifically addressing this disparity
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• North York General HospitalcoreStrategic or Co-development PartnerPartnership providing clinic space at 2 Champagne Drive for same-day visits with Mino Care's full team. On-site childcare is available to support patients during appointments. This partnership enables in-person delivery of culturally safe perinatal services in a hospital-affiliated setting.
• SOGC (Society of Obstetricians and Gynaecologists of Canada)flagshipStrategic or Co-development PartnerPartnership on The Mino Report Podcast featuring conversations about Black maternal health, endometriosis care and diagnosis for the Black community in Canada. SOGC collaboration amplifies awareness of racial disparities in reproductive healthcare.
• MinoFest Partners and SponsorscoreGTM or Marketing PartnerAnnual MinoFest forum (Canada's leading forum for racialized perinatal healthcare) relies on funding partners and sponsors to bring together experts, practitioners, innovators and parents.

Scale indicators1 record

Recent moves7 records

Expansion highlights6 records

Emerging players

• HealthConnect One: National nonprofit implementing community-based doula programs to reduce infant mortality and improve birth outcomes in underserved communities. Mission-aligned peer in birth-equity and community-doula infrastructure.
• Nightingale Group: Niche Canadian operator in pregnancy and postpartum care navigation with culturally responsive offerings. Regional peer sharing the Toronto/Canada base and underserved-population orientation, though smaller scale.
• Commonsense Childbirth: Midwifery practice and birth equity organization serving communities of color with clinical care, doula training, and professional development. Closely aligned birth-equity mission and community-provider model.

Direct peers

• Pomelo Care: Pregnancy and newborn care platform combining virtual clinical services with care navigation across the perinatal continuum. Comparable tech-enabled, multi-disciplinary perinatal care delivery model.
• Cayaba Care: Maternal health company serving Black and Latinx pregnancies through in-person and virtual support including doulas, nurses, and care navigators. Directly comparable in mission, modality (doula + navigation + digital), and target population.
• Oula Health: Maternity care provider combining midwifery, obstetrics, and digital tools to deliver pregnancy care with focus on historically underserved populations. Comparable hybrid clinical-and-tech care model and similar target patient demographics.
• Mahmee: US-based maternal and infant health platform founded to close the Black maternal health gap. Closest direct analogue to Mino Care in terms of equity-focused, hybrid digital-plus-services perinatal care model serving BIPOC birthing persons.

Broad incumbents

• Baby+Co. Midwifery-led maternity care centers offering integrated prenatal, birth, and postpartum services. Comparable midwifery-and-wellness orientation though without Mino Care's explicit racial-equity specialization.
• Maven Clinic: Largest virtual clinic for women's and family health, including pregnancy, postpartum, and pediatric care. Broad incumbent with overlapping perinatal services but wider scope beyond equity-focused populations.
• Tia: Women's healthcare provider blending gynecology, primary care, mental health, and wellness in a relationship-based care model. Comparable integrated women's health positioning though without maternal-equity specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Minocareapp
• YouTubeyoutube.com/channel/UCarPCVBfxEPmC_IR6KL8Yug
• Facebookfacebook.com/Minocareapp
• Instagraminstagram.com/Minocareapp

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds3 records

Investors3 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 Mino Care