What MOM365 does

MOM365, Inc. (operating as Mom365) is a US-only, in-hospital newborn photography service headquartered in St. Charles, Missouri. The company's core offering is Baby's First Picture Day, in which credentialed, in-house photographers (1,700+ across the workforce) capture newborn portraits at hundreds of partner hospitals and present a digital slideshow at the bedside before purchase. Orders are placed either at the hospital with the photographer or via the company's e-commerce site at mom365.photoreflect.com, with delivery typically completing within 7-10 business days.

The product portfolio centers on the Baby Portrait Page — a personalized web destination hosting photos and birth details — alongside tiered portrait packages, memory books, canvas prints, ornaments, birth announcements, and digital deliverables (Celebrate Baby Digital Images, Welcome Baby Slideshow, downloads). A free 8x10 keepsake valued at $26.99 is provided to every family regardless of purchase. Supporting technology is conventional: PhotoReflect for e-commerce, PayPal and standard card processing for payments, Google Analytics for marketing measurement, and Ning for community hosting; no proprietary AI/ML or deep technology differentiation is evidenced.

Commercially, Mom365 runs a hybrid B2B/B2C model. Hospital partnerships (B2B) generate access to families and include revenue-share arrangements, while portrait packages, keepsakes, and digital products are sold one-time at the point of service and online. The company paused operations in 2020 due to COVID, resumed under new leadership (President and CEO Darcy Miller; CTO Roger Kapp) in 2022, and has since relaunched the website, redesigned the product catalog, introduced a new digital slideshow (2023), and executed a 2025 co-marketing partnership with Pampers. Mom365 serves more than 20,000 families per month and operates exclusively inside the United States.

Name

MOM365

Legal name

Mom365, Inc.

Website

https://mom365.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

MOM365 is a US-only newborn photography service that sends 1,700+ in-house photographers into hundreds of partner hospitals for Baby's First Picture Day, selling portrait packages, keepsakes, and digital photo products to more than 20,000 families each month.

Ownership category

akta.pro rank

Headquarters

HQ city

St. Charles

HQ country

United States

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, Supply Chain

Revenue model

1. Portrait Package Sales: One-time sales of professional newborn portrait packages including prints, canvases, memory books, and framed photos. Families can purchase various package tiers ranging from individual prints to comprehensive memory collections.
2. Birth Announcements and Keepsakes: Sale of birth announcement cards, ornaments, and commemorative keepsake items featuring the baby's photo.
3. Digital Download/Slideshow Products: Digital delivery of images and slideshows via Baby Portrait Page. Digital products include Celebrate Baby Digital Images and Welcome Baby Slideshow. Once viewed, downloaded or shared, these products are non-refundable.
4. Flash Drive/CD Sales: Physical media products including CDs, DVDs, and Flash Drives containing newborn photo collections. Defective media is covered under warranty.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

MOM365 provides in-hospital newborn photography services, capturing professional Baby's First Picture Day portraits at hundreds of partner hospitals across the United States. Families can purchase a range of portrait packages, birth announcements, memory books, canvas prints, ornaments, and digital photo products through hospital-based sales or the company's e-commerce platforms.

Product overview

Mom365 operates as a hospital-based newborn photography service with a unified platform architecture combining in-person photography sessions with a digital product ecosystem. The core offering centers on Baby's First Picture Day conducted by over 1,700 professional photographers at partner hospitals across the U.S., with photographs delivered via the Baby Portrait Page platform. The product portfolio includes Portrait Packages (the primary purchase offering), supplemented by add-on modules including Digital Slideshow, Memory Books, Canvas Prints, Ornaments, Birth Announcements, Celebrate Baby Digital Images, Welcome Baby Slideshow, and Digital Download options. All products can be ordered and accessed through the PhotoReflect e-commerce integration, with physical media options (CD/DVD/Flash Drive) also available. A free 8x10 keepsake is provided to all families regardless of purchase.

Differentiator

Problem solved

Functional benefit

Brands

• Baby Portrait Page: A page on the Mom365 website where photographs and information about a customer's baby are posted, including parents' first names, baby's name, weight, length, place of birth, and date and time of birth.

Products and services

• Portrait Packages Professional newborn photography packages available in various sizes and formats, sold to families after in-hospital photography sessions at partner hospitals.
• Memory Books Custom photo books that preserve newborn photographs in a keepsake format for families.
• Canvas Prints High-quality canvas prints of newborn photographs available as wall art for families.
• Ornaments Custom ornaments featuring newborn photographs offered as seasonal or year-round keepsake items.
• Birth Announcements Customized birth announcement cards featuring professional newborn photography for families to share the news.
• Celebrate Baby Digital Images Digital image packages containing professional newborn photographs delivered electronically via Baby Portrait Page. Refundable only if physical media is returned unopened.
• Welcome Baby Slideshow Digital slideshow content delivered via Baby Portrait Page. Non-refundable once transmitted, viewed, downloaded, or shared.
• CD/DVD/Flash Drive Products Physical media options for delivering newborn photographs. Covered under warranty if defective; refundable only if returned unopened.
• Free 8x10 Keepsake Complimentary 8x10 digital or print photo (valued at $26.99) provided to every family photographed, regardless of whether they make a purchase.

Quantifiable outcome

• More than 20,000 families served per month
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• PamperscoreGTM or Marketing Partner · 1 January 2025Mom365 partnered with Pampers on their 2025 Instagram newborn campaign. One of Mom365's Master Photographers, Paula, captured beautiful moments for Pampers and families as part of this promotional program. The partnership included Instagram video content and behind-the-scenes imagery.
• Hospital PartnerscoreStrategic or Co-development PartnerHospitals across the United States partner with Mom365 for in-hospital newborn photography programs. Mom365 provides revenue sharing partnerships where hospitals receive percentage back on every purchase made. Mom365 operates as employees (not contractors), are medically credentialed, drug screened, background cleared, and use company-owned equipment.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Others

• Tiny Prints: Custom stationery, birth announcements, and baby-related personalized cards (now operated under Shutterfly); relevant adjacent competitor specifically for MOM365's birth-announcement revenue stream.

Direct peers

• Bella Baby Photography: Closest direct competitor in US in-hospital newborn photography, operating a comparable model with professional photographers deployed across partner hospitals and selling portrait packages to new parents.

Broad incumbents

• Lifetouch: Largest US school and portrait photography company (owned by Shutterfly); overlapping print/keepsake products and family/milestone portrait audience, though anchored on school photography rather than in-hospital newborn photography.
• Shutterfly: Direct-to-consumer photo printing and personalized product platform (parent of Lifetouch); overlapping end products (photo books, prints, cards, keepsakes) with MOM365's portrait packages for new parents and gifting occasions.
• JCPenney Portraits: Was a major US retail-based portrait photography chain historically serving new parents and families; relevant historical competitor in the same mom-and-baby portrait segment even though physical studios are now closed.

Emerging players

• Artifact Uprising: Premium direct-to-consumer photo books, prints, and birth announcements; serves overlapping new-parent and gift-giving occasions with a stronger DTC brand position and digital-first acquisition model.
• Mixbook: Online photo book and personalized print platform competing for the same keepsake occasions that MOM365 serves at point of sale, with complementary digital product suite including baby memory books and announcements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/reel/DORgH1fCYg-/?igsh=YzgxaXlkZ3l3dGxw
• Xx.com/mom365
• LinkedInlinkedin.com/company/growing-family

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 MOM365