With Midwife

What With Midwife does

With Midwife, Inc. (株式会社With Midwife) is a Japanese healthcare company founded in 2019 in Osaka, dedicated to addressing reproductive and women's health gaps in Japan through midwife-led services. The company's core B2B product, THE CARE, is an app-based enterprise employee wellness program that assigns a dedicated wellness coordinator — a licensed nurse, midwife, or health worker with dual enterprise skills in HR and career counseling — to each client company, providing 24/7 anonymous chat and video consultation on health, parenting, caregiving, and career matters. Aggregated consultation data is anonymized and fed back to client companies as organizational policy recommendations, closing a loop between individual support and corporate wellness KPIs.

The company operates a portfolio of complementary products serving distinct but interlocking customer segments. OYA WORK (launched July 2025) is an online parenting school for working parents combining e-learning, community, and events. License says (launched 2024) is a reskilling and career development program for licensed midwives seeking non-hospital career paths. Genie is a cooperative board game for sexual education priced at ¥15,000 per unit. The company also publishes midwifery national exam answer reports that have achieved approximately 40% national market penetration with 99.1% accuracy.

With Midwife generates revenue primarily through enterprise subscriptions for THE CARE (B2B, recurring per company), supplemented by OYA WORK sponsorship and ticketing, License says program fees, Genie direct sales, and freemium exam answer report services used for brand-building and talent pipeline development. As of September 2025, THE CARE had been introduced to over 30 corporate clients covering 50,000+ employees, including Itochu Shoji and Rohto Pharmaceutical. The company is expanding geographically (Yamaguchi Prefecture via yab channel partnership, May 2025; Tokyo postpartum care facility Jicca Nakano, April 2026) and operates from NTT West's QUINTBRIDGE innovation facility in Osaka, with venture backing from Genesia Ventures.

Name

With Midwife

Legal name

With Midwife, Inc.

Website

https://withmidwife.jp

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

With Midwife is a Japanese healthcare company founded in 2019 that delivers midwife-led employee wellness programs (THE CARE) to Japanese enterprises, online parenting classes (OYA WORK) to working parents, and reskilling programs (License says) to licensed midwives, with 30+ corporate clients covering 50,000+ employees.

Ownership category

akta.pro rank

Product category

Corporate Wellness / Employee Assistance Programs

NAICS

Home Health Care Services (62161), Other Residential Care Facilities (6239)

SIC

Services-Home Health Care Services (8082), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Lactation, Postpartum & Perinatal Support Services (HLAFAJAN)

akta.pro secondary industries

Midwifery & Birth Centers (HLAFAJAC), Maternal/Newborn & Postpartum Skilled Home Visits (HSABACAK), Corporate / Employer-Sponsored In-Home Nanny Services (HSAAABAO)

Keywords

• Corporate wellness programs
• Employee assistance programs
• Maternal health consulting
• Midwife-led health services
• Online parenting education

Headquarters

HQ city

Osaka

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. THE CARE Enterprise Subscription: B2B subscription model providing companies with dedicated wellness coordinators (nurse/midwife/health worker) available 24/7 via app for employee consultation on health, parenting, caregiving, and career matters. Revenue is recurring per company contract, with pricing based on employee headcount or as a flat enterprise license.
2. THE CARE Corporate Consultation & Consulting: Beyond direct employee support, THE CARE provides data-driven consulting services — monthly consultation reports, data analysis, and policy recommendations for improving workplace environment, sold as an add-on to the core subscription.
3. OYA WORK Sponsorship & Partnership: OYA WORK online parenting school accepts corporate sponsors seeking to align with the working-parent support brand, including homepage logo placement and co-branded leaflets for PR/internal communications use.
4. Midwife Exam Answer Report Services: Publishing of rapid midwifery national exam answer reports (解答速報) on the day after the exam, attracting student traffic and serving as a brand awareness and talent pipeline tool.
5. License says Midwife Reskilling Programs: Reskilling and career development programs for licensed midwives, including events, workshops, and educational content (LOOK career events, online courses), generating revenue through program fees and event tickets.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

With Midwife provides midwife-led corporate employee wellness and parenting support services in Japan. Its flagship THE CARE is a B2B subscription delivering 24/7 chat/video consultation with dual-skilled wellness coordinators (nurse/midwife with HR expertise) covering health, pregnancy, childcare, caregiving, and career topics, plus aggregated data-driven policy consulting for client companies. Complementary offerings include OYA WORK (online parenting school), License says (midwife reskilling), Genie (sexual-education board game), and the midwifery national exam answer-report service.

Differentiator

Problem solved

Functional benefit

Brands

• THE CARE: Employee health and childcare support program providing 24/7 consultation services with dedicated wellness coordinators
• OYA WORK
• License says
• Genie

Products and services

• THE CARE B2B subscription employee wellness program for large Japanese enterprises, providing 24/7 anonymous chat/video consultation with dedicated wellness coordinators (licensed nurses/midwives/health workers) covering health, pregnancy, childcare, caregiving, and career topics; includes monthly data-driven policy consulting and recommendations.
• OYA WORK Online parenting school platform combining expert-led learning sessions, peer community, and live/online events for working parents from pregnancy through return-to-work after parental leave; free introductory classes with paid e-Learning tiers and corporate sponsorship.
• License says (Midwife Reskilling Program) Reskilling and career development program for licensed midwives, including LOOK career events, workshops, online courses, and CLoCMiP Level III recurrency training; enables midwives to move into non-hospital, community, education, or corporate roles.
• Genie (Sexual Education Board Game) Cooperative board game for sexual education using metaphor and communication-based learning, accompanied by age-tiered "Sage's Book" learning materials; sold at \u00a515,000 per unit (tax-free, shipping included) in limited batches.
• Midwife National Examination Answer Report Service Rapid-publication answer report service for the Japanese midwifery national examination, distributed the day after the exam with a Google Form self-scoring tool; serves as a brand-awareness and midwife talent-pipeline service.
• MY Counseling Room (MY相談室) EAP Service Regional EAP-style employee health and mental-health consultation service for enterprises in Yamaguchi Prefecture, delivered via LINE through a channel partnership with Yamaguchi Asahi Broadcasting under the UPDATE YAMAGUCHI new business project.

Quantifiable outcome

• Over 50,000 employees have received THE CARE consultation services across 30+ client companies
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• 山口朝日放送株式会社 (yab)coreChannel Partner/ Reseller/ Distributor · 1 May 2025Partnered to deliver the 'MY相談室' EAP/healthcare service to Yamaguchi Prefecture enterprises through yab's 'UPDATE YAMAGUCHI' new business project. With Midwife provides its medical expert network and consultation platform; yab provides local PR, sales network, and media promotion within Yamaguchi Prefecture. Service launched May 2025.
• タカラベルモント株式会社coreStrategic or Co-development PartnerListed on With Midwife's relationship page. Takara Belmont is a major medical equipment company serving hospitals and healthcare facilities. Their involvement suggests potential for co-development of perinatal/maternal care solutions or shared access to hospital and healthcare institution networks.
• 株式会社赤ちゃん本舗 (Akachan Honpo)coreStrategic or Co-development PartnerListed on With Midwife's relationship page. Co-hosted events including a return-to-work preparation event at their retail location (ららぽーと新三郷店). Also collaborated on the Jicca Nakano postpartum care apartment project, and partnered on the 'はた親' book promotion. Akachan Honpo contributes retail customer access and consumer-facing brand credibility.
• 株式会社NASUcoreStrategic or Co-development PartnerListed on With Midwife's relationship page. NASU (formerly Nintendo-linked game company) collaborated on logo redesign, with NASU's founder and ex-Nintendo designer creating With Midwife's new logo. Represents a design and branding partnership leveraging creative industry expertise.
• NTT 西日本株式会社 (NTT West)coreStrategic or Co-development PartnerWith Midwife's headquarters is located at NTT West's QUINTBRIDGE facility in Osaka. Companies co-hosted a male parenting seminar in January 2023, with NTT West employees as the primary audience. NTT West's open innovation ecosystem provides With Midwife with office space, network access, and collaborative business development opportunities.
• 紀陽銀行minorStrategic or Co-development PartnerSelected for the '10th Kiyo Innovation Support Program' in 2025, receiving an Excellence Award. The bank provides a platform for startup promotion and business matching within Wakayama Prefecture, connecting With Midwife with regional enterprise clients.
• 大和ハウス工業株式会社minorStrategic or Co-development PartnerWith Midwife's article was reprinted by Daiwa House's sustainability journey platform 'サストモ', indicating a content/editorial partnership around shared interest in sustainability and work-life topics.
• 公益財団法人大阪産業局coreGTM or Marketing PartnerLong-standing co-host of startup and entrepreneurship events in Osaka. Partnered in the DISCOVER MYSELF female entrepreneur support program and co-hosted the 'Welcome Baby! First Papa Support Course' event at Osaka city childcare center. Osaka city government-affiliated organization supporting startup ecosystem.
• 東京純心大学minorGTM or Marketing PartnerWith Midwife midwives served as lecturers in Tokyo Junshin University's midwifery recurrency education program (CLoCMiP Level III certified), expanding the company's educational reach into formal university midwifery training.
• 信州大学minorStrategic or Co-development PartnerCoordinated with Shinshu University's perinatal psychiatry department (led by Dr. Murakami) on joint research around paternal mental health and parenting support. Dr. Murakami participated as an expert in With Midwife's father support forum in Kyoto.
• 京都信用金庫 (コミュニティ・バンク京信)minorGTM or Marketing PartnerCommunity bank serving as a hub for regional enterprise connections in Kyoto. Co-hosted the father support expert forum with With Midwife in Kyoto, with the bank's HR/personnel team participating as a company case study on male parental leave.

Scale indicators10 records

Recent moves9 records

Expansion highlights6 records

Emerging players

• tricot: Japanese femtech startup offering a corporate female-health management platform (Luna Luna) with corporate wellness integrations and Femtech Ambassadors program. Comparable as a Japanese femtech peer competing for the same corporate wellness RFPs around women's health, though focused on health-tracking data rather than clinical consultation.
• Maven Clinic: US-based digital women's and family health platform offering 24/7 virtual care across fertility, maternity, and pediatrics, with significant employer-channel sales. Comparable as a global archetype of the midwife/clinician-led enterprise maternity benefit model that With Midwife localizes for Japan, though at much larger scale and Series E-stage funding.
• Emol (エモル): Japanese corporate mental-health and EAP platform targeting HR departments with chat-based counseling and stress-check services. Comparable as an emerging enterprise wellness player competing for the same HR/benefits budget that funds THE CARE subscriptions, with overlapping 24/7 chat consultation functionality.

Broad incumbents

• Well-One (ウェル・ワン): Japanese corporate health/wellness platform providing health management SaaS and analytics to enterprise HR departments. Comparable as a competitor in the same 健康経営 (health management) category targeted by With Midwife's THE CARE, though focused more on data dashboards than clinical consultation.
• i-Compass (アイ・キュー): Long-established Japanese employee assistance program (EAP) and corporate mental-health service provider with nationwide clinical infrastructure. Comparable as a broad EAP incumbent offering health consultation services to enterprises, against which With Midwife's clinical specialist positioning differentiates.
• Benefit One (ベネフィット・ワン): Major Japanese employee benefits and EAP provider (subsidiary of Benefit One Holdings/Pasona group) offering corporate wellness, work-life, and benefit administration platforms at scale. Indirectly comparable as an established enterprise channel through which THE CARE could be embedded or against which With Midwife competes for HR wallet share.

Direct peers

• AsMama (アズママ): Japanese childcare support community platform connecting families with local childcare helpers and operating corporate benefit programs. Overlaps with With Midwife's working-parent support mission and corporate channel distribution for OYA WORK-style family services.
• WILL-Bee (ウィルビー): Japanese femtech/maternity HR consultancy supporting enterprises on maternity harassment prevention, return-to-work programs, and women's health. Direct competitor in the B2B maternal/working-parent enterprise consulting segment where With Midwife's THE CARE also sells.
• BABYJOB: Japanese startup providing corporate childcare support services and a nursery search platform targeting working parents and HR departments. Directly comparable to With Midwife's THE CARE in B2B sales motion to Japanese enterprise HR/benefits buyers addressing the same dual-income parental leave pain points.
• Kidsline (キッズライン): Japan's leading online platform for matching families with babysitters and babysitter training, with significant enterprise channel partnerships. Comparable in serving dual-income working parents needing flexible childcare, though Kidsline emphasizes marketplace matching while With Midwife emphasizes clinical/consultation support.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/with_midwife
• Facebookfacebook.com/with.midwife
• Instagraminstagram.com/with_midwife
• LinkedInlinkedin.com/company/with-midwife

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 With Midwife