amma.family

What amma.family does

amma.family operates a freemium mobile pregnancy tracker and companion platform serving women from preconception through the first six months of parenthood. The platform delivers personalized week-by-week fetal development tracking, medically reviewed editorial content, and an expert-moderated community connecting expectant mothers with OB-GYNs, midwives, and nutritionists. The company operates in 193 countries with localized content in 19 languages and reports 25 million total registered users with 2 million monthly active users.

The core product is a native iOS and Android application built on cloud-based infrastructure with SOC 2 Type II security compliance and GDPR-aligned data handling. Key technical components include a pregnancy-stage personalization engine that tailors content delivery, in-app tools such as kicks counter, contraction timer, and weight-gain chart, four standalone web-based calculator tools (due date, weeks-to-months, ovulation, hCG doubling time), and Ammy GPT, an in-app AI chat assistant for user queries. A content library exceeding 595 medically reviewed articles on pregnancy, fertility, postpartum care, and baby names forms the core editorial asset.

Monetization combines three streams: a Premium subscription tier that removes advertising and unlocks additional content; in-app purchases including the BabyCash loyalty points system; and brand-partnership advertising with major consumer health and baby-care companies including Pampers, Nestlé, Danone, Bayer, Unilever, Huggies, Mattel, Enfamil, La Roche-Posay, Mustela, Weleda, and Fisher-Price. Distribution is primarily product-led through the Apple App Store and Google Play, supplemented by SEO-optimized editorial content and a strategic partnership with UNFPA Kyrgyzstan for public-health deployment in underserved regions. The company was founded in 2019 and has raised US$2 million in Pre-Series A funding (September 2021).

Name

amma.family

Legal name

Period Tracker & Pregnancy and Baby Calendar Limited

Website

https://amma.family

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

amma.family operates a freemium mobile pregnancy tracker and community platform with 25 million users across 193 countries and 19 languages, monetizing through premium subscriptions, in-app purchases, and advertising partnerships with major baby-care and consumer health brands.

Ownership category

akta.pro rank

Product category

Pregnancy and Maternal Health Mobile Apps

NAICS

Family Planning Centers (62141)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Pregnancy & Prenatal Care Telehealth (OB tele-visits, prenatal monitoring) (HLALAHAC)

akta.pro secondary industries

Maternal & Neonatal Remote Monitoring Platforms (HLACAFAC), Maternal, Neonatal & Pediatric Remote Monitoring (HLACAPAG)

Keywords

• Pregnancy tracking app
• Fertility monitoring tools
• Maternal health content
• Ovulation calculators
• Baby development tracking

Headquarters

HQ city

Wan Chai

HQ country

Hong Kong SAR China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Freemium Premium Subscription: Free app with basic features; Premium subscription offers ad-free experience, unlimited premium content access, expanded baby comparison options, and unique avatar features. Subscription auto-renews via app stores.
2. In-app purchases: BabyCash loyalty points system for in-app rewards. Digital guides and tools purchasable within the app.
3. Advertising and brand partnerships: Partner brands advertise to engaged moms-to-be through in-app formats including co-registration, special projects, and community engagement. Major partners include Pampers, Nestlé, Danone, P&G brands.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

amma.family provides a mobile pregnancy and parenting tracker app delivering week-by-week personalized tracking of baby development, expert-reviewed health content, in-app tools (kick counter, contraction timer, weight-gain chart), and an expert-moderated community. The company also offers four free web-based calculators (Due Date, Weeks-to-Months, Ovulation, hCG) and monetizes through a Premium subscription, advertising, and brand partnerships with consumer goods companies.

Product overview

amma.family offers a unified pregnancy and parenting platform centered on the amma Pregnancy Tracker mobile application, distributed via Google Play and Apple App Store. The core product provides week-by-week personalized pregnancy tracking with medically reviewed content, supplemented by a suite of four free web-based calculator tools (Due Date, Weeks to Months, Ovulation, and hCG), a Premium subscription tier (ad-free, extended content), an in-app loyalty currency (BabyCash), an AI chatbot (Ammy GPT), and a blog with hundreds of evidence-based editorial articles spanning fertility, pregnancy, newborn care, and baby names. The platform supports 19 languages and serves users across 193 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• amma Pregnancy Tracker App Mobile application providing week-by-week pregnancy tracking with personalized content, baby size/weight/heart-rate updates, milestone monitoring, expert-reviewed health content, in-app tools (kick counter, contraction timer, weight-gain chart, bump-growth chart), and an expert-moderated community. Targeted at pregnant women, women trying to conceive, and new parents.
• Due Date Calculator Free web tool that estimates a pregnant user's due date using Naegele's rule (40 weeks from last menstrual period or 38 weeks from conception date), with trimester and week display. For women who know their LMP or conception date.
• Weeks to Months Calculator Free web tool that converts pregnancy weeks into months (and vice versa) using standard obstetric conventions across 40 weeks / 9 months, with a trimester mapping and reference chart for weeks 1–42. For pregnant women tracking their gestational age.
• Ovulation Calculator Free web tool that estimates ovulation day and fertile window based on the user's last period date and average cycle length, using the formula of cycle length minus 14 days. For women trying to conceive who want to identify their fertile window.
• hCG Calculator Free web tool that calculates beta-hCG doubling time and percent rise between two blood test results, comparing values against typical early-pregnancy ranges to help assess early pregnancy viability. For women in early pregnancy with sequential beta-hCG blood draws.

Quantifiable outcome

• Trusted by 25 million women worldwide
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature8 records

Partnerships

15 partnerships are on record, tiered major, core and flagship.

• PampersmajorGTM or Marketing PartnerMajor baby care brand partner visible on partner page. Part of co-registration, special projects, and community engagement programs targeting pregnant women and new parents.
• NestlémajorGTM or Marketing PartnerGlobal food and nutrition company partner for pregnancy and baby food categories. Featured in co-registration and brand partnership programs.
• DanonemajorGTM or Marketing PartnerFood and nutrition company partner in the baby food and early life nutrition category. Part of brand partnership ecosystem.
• BayermajorGTM or Marketing PartnerHealthcare and pharmaceutical partner in the health products category. Visible as partner brand in advertising and marketing collaborations.
• UnilevermajorGTM or Marketing PartnerGlobal consumer goods partner for beauty, personal care, and home products targeting pregnant women and new mothers.
• ElevitcoreGTM or Marketing PartnerPregnancy vitamin and supplement brand partner. Featured in health products category for targeted advertising to pregnant women.
• FemibioncoreGTM or Marketing PartnerPrenatal vitamin supplement brand partner. Part of health products partnership category.
• HuggiesmajorGTM or Marketing PartnerDiapers and baby care brand partner visible on partner page. Core baby care category partner.
• MattelmajorGTM or Marketing PartnerToys and entertainment company partner in toys and development category. Featured for educational toys and baby development products.
• EnfamilcoreGTM or Marketing PartnerInfant formula brand partner in food and nutrition category. Part of feeding supplies and baby food partnership programs.
• La Roche-PosaycoreGTM or Marketing PartnerDermatological skincare brand partner in beauty and personal care category. Visible on partner page.
• MustelacoreGTM or Marketing PartnerBaby and maternity skincare brand partner. Featured in beauty and personal care category including baby cosmetics.
• WeledacoreGTM or Marketing PartnerNatural and organic baby care brand partner. Part of beauty and personal care partnership category.
• Fisher-PricemajorGTM or Marketing PartnerEducational toys and play equipment brand partner. Featured in toys and development category.
• UNFPA KyrgyzstanflagshipStrategic or Co-development PartnerUNFPA recognized amma for leveraging technology for improved maternal health outcomes and bridging critical gaps in healthcare access, especially in underserved areas. This represents a significant public health partnership.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Flo Health: Flo is the leading period, ovulation, and pregnancy tracking app with 60M+ MAUs and a freemium + subscription model. Direct peer — same target user (women tracking fertility/pregnancy), same freemium mechanics, same telehealth and AI assistant ambitions (Flo Ai).
• BabyCenter: BabyCenter is one of the most recognized pregnancy and baby development information platforms globally, with a popular app, week-by-week content, and a heavy CPG-brand advertising model. Direct peer to amma's pregnancy-tracking-plus-ad-supported content business.
• What to Expect: What to Expect operates a pregnancy and baby app built on the iconic brand book series, with week-by-week tracking, community, and CPG brand partnerships. Direct peer sharing amma's content, tracking, and advertising-supported monetization.
• The Bump: The Bump is a pregnancy and parenting app from The Knot Worldwide, with week-by-week tracking, registry integrations, and brand partnerships. Direct peer in the pregnancy-to-parenting vertical with a similar content-plus-partner monetization model.
• Ovia Health: Ovia (now part of Labcorp) provides fertility, pregnancy, and family-benefit apps with employer/insurer B2B distribution alongside consumer tracking. Direct peer in fertility/pregnancy tracking with adjacent telehealth inclinations.
• Glow: Glow offers fertility, ovulation, and pregnancy tracking apps (Glow, Glow Nurture, Eve by Glow) with community and AI-based predictions. Direct peer in ovulation-to-pregnancy tracking with a similarly data-driven positioning.
• Clue: Clue is a leading science-based cycle and ovulation tracking app from Germany with global reach. Comparable to amma on the fertility/cycle-tracking end of the funnel, with overlap on ovulation, conception, and early-pregnancy content.

Broad incumbents

• Everyday Health Group: Everyday Health Group (parent of BabyCenter and What to Expect) operates a portfolio of women's health, pregnancy, and parenting digital properties at significant scale. Broad incumbent operating the largest pregnancy-content properties amma competes against.
• WebMD: WebMD is a broad consumer health information and symptom-checker platform with pregnancy-related content and tools. Broad incumbent with overlapping medically-reviewed content and digital health ad inventory.

Emerging players

• Maven Clinic: Maven is a digital women's and family health platform offering virtual care across fertility, pregnancy, postpartum, and pediatrics via employer/insurer contracts. Emerging player pushing the connected-care / telehealth layer that amma is approaching through Ammy GPT and expert Q&A.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/amma-family

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors2 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 amma.family