GentleBirth

Name

GentleBirth

Legal name

GentleBirth, Inc.

Website

https://gentlebirth.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Pregnancy Wellness App

NAICS

Other Individual and Family Services (624190), Offices of Other Health Practitioners (6213)

SIC

Services-Misc Health & Allied Services, Nec (8090), Services-Prepackaged Software (7372)

akta.pro primary industry

Maternal Mental Health Telehealth (perinatal anxiety/depression, support programs) (HLALAHAH)

akta.pro secondary industries

Postpartum & Newborn Care Telehealth (postpartum check-ins, newborn guidance) (HLALAHAD), Lactation, Postpartum & Perinatal Support Services (HLAFAJAN)

Keywords

• Pregnancy mindfulness app
• Hypnobirthing audio platform
• Employer maternal benefits
• Digital perinatal wellness
• Birth preparation app

Headquarters

HQ city

Mountain View

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Individual App Subscription: Monthly subscription to GentleBirth Premium app offering unlimited access to all audio sessions, personalized birth preparation tools, and evidence-based techniques. Auto-renewing subscriptions charged monthly or annually.
2. Employer Benefit Plans: B2B employer benefit sold as fixed per-employee-per-month (PEPM) pricing. Provides app access plus cohort doula programs, telehealth lactation consultants, and mental wellness tools for employees. Includes employer dashboard with aggregate utilization reporting.
3. Expert Finder App: Free app connecting users with certified GentleBirth instructors. Revenue may come from instructor listings or premium connection features.
4. Daily Affirmations App: Separate standalone affirmation app with research-backed pregnancy affirmations. Additional app in the GentleBirth ecosystem.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

GentleBirth offers a suite of consumer mobile applications (GentleBirth App, Daily Affirmations, Contraction Timer, Expert Finder) that deliver evidence-based mindfulness, hypnobirthing, breathing, and cognitive behavioral therapy content for pregnancy, birth, and postpartum preparation. The platform also provides a B2B employer benefits product (GentleBirth for Employers) with cohort-based doula programs, telehealth lactation consultants, fertility mental wellness (FertileMind), and GentleBirth Overnight Care for postpartum support, sold on a per-employee-per-month subscription model.

Product overview

GentleBirth is a comprehensive digital health platform offering a suite of apps for pregnancy, birth, and postpartum support. The core product is the GentleBirth App, which provides evidence-based mindfulness, hypnobirthing, and breathing techniques through brain training sessions. The product family includes Daily Affirmations for positive mindset building, Contraction Timer for labor tracking, and Expert Finder for connecting with certified birth professionals. For employers, GentleBirth offers a B2B platform including cohort-based doula programs, FertileMind fertility support, telehealth lactation consultants, and GentleBirth Overnight Care — all built around a monthly per-employee subscription model. The company operates as a consumer app ecosystem backed by GBNCS-certified professionals and HIPAA-compliant data practices.

Differentiator

Problem solved

Functional benefit

Brands

• GentleBirth App: Your complete brain training app for pregnancy with mindfulness, hypnobirthing, and breathing techniques. 100K+ downloads.
• Daily Affirmations
• Contraction Timer
• Expert Finder

Products and services

• GentleBirth App The main brain-training application combining evidence-based mindfulness, hypnobirthing, and breathing techniques for calmer, more confident birth preparation; includes daily practice sessions, guided hypnosis tracks, partner preparation tools, glow stories, and personalized practice plans adapted to the user's due date. Targets individual expecting parents via iOS and Android with a freemium trial converting to a $14.99/month premium subscription.
• Daily Affirmations A standalone positive mindset app with research-backed affirmations specifically designed for pregnancy and birth, including features to save favorites for birth and share positive mindset content. Targets individual expecting parents as a freemium companion app in the GentleBirth ecosystem (50K+ downloads, 4.7 star rating).
• Contraction Timer A mindful contraction tracking app to help parents stay calm and track labor progress, featuring one-tap mindful tracking, pattern recognition, labor progress insights, and partner notifications. Targets individual expecting parents as a freemium app in the GentleBirth ecosystem (25K+ downloads, 4.6 star rating).
• Expert Finder A free platform to connect users with certified GentleBirth instructors, doulas, and evidence-based practitioners in their area, including real reviews, direct messaging, and location-based search. Targets individual expecting parents seeking local childbirth professionals and supports the channel partner network of certified instructors (10K+ downloads, 4.9 star rating with 420 reviews).
• GentleBirth for Employers A B2B employer benefits platform providing pregnancy and postpartum support as a turnkey employee benefit, including cohort-based doula programs with the same GBNCS-certified doula throughout pregnancy and postpartum, evidence-based mental wellness tools, mental wellness support for fertility/IVF/adoption/surrogacy (FertileMind), telehealth lactation consultants, and structured postpartum recovery guidance. Sold to HR and benefits teams at fixed per-employee-per-month (PEPM) pricing ($12 standard, $5 Florida) with HIPAA-compliant data handling, aggregate-only employer reporting, no claims or integration requirements, and a 60-day pilot option for up to 100 employees.
• GentleBirth Overnight Care A full overnight postpartum support service active from 9 PM to 7 AM with GBNCS-certified newborn care specialists, available either as an employer-sponsored benefit through GentleBirth for Employers or as an employee-paid upgrade. Provides premium family benefits and structured postpartum recovery.

Quantifiable outcome

• 71.5% improvement in birth self-efficacy through cognitive training (Journal of Perinatal Education, 2023)
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 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

Four partnerships are on record, tiered core.

• Irish Life Health InsurancecoreOthersIrish Life Health Insurance provides GentleBirth as an employee benefit to their members. The partnership enables continuous human support between medical appointments, filling gaps in standard health plan coverage. Featured as a customer testimonial on the employer benefits page.
• Hospital Nossa Senhora da ConceiçãocoreOthersBrazilian hospital using GentleBirth as part of their employee benefits program. Represents international healthcare system adoption of the pregnancy support platform.
• ULS Médio Tejo — Hospital de AbrantescoreOthersPortuguese hospital using GentleBirth as part of their employee benefits program. Demonstrates international reach and healthcare system adoption.
• GBNCS (Global Board of Newborn Care Standards)coreStrategic or Co-development PartnerGBNCS is the professional credentialing body for birth and newborn care specialists. All GentleBirth network doulas are GBNCS-certified. This certification partnership ensures quality standards for the cohort doula program and professional credentials for instructors.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Maven Clinic: Digital women's and family health benefits platform serving employers with pregnancy, postpartum, fertility, and mental health support via virtual care. Direct competitor for GentleBirth's $12 PEPM employer benefit offering targeting the same HR buyers and the same maternal mental health outcomes pitch.
• Expectful: Meditation and mental wellness app specifically designed for pregnancy and postpartum — directly overlapping GentleBirth's mindfulness, hypnobirthing, and CBT-based content thesis on the consumer side. Closest product-level competitor for the core brain-training app.
• Ovia Health: Fertility, pregnancy, and postpartum health app with employer benefit integrations (now part of Labcorp). Competes with GentleBirth's employer benefits channel and content library, including contraction tracking and daily pregnancy guidance overlapping Daily Affirmations and Contraction Timer.
• Mahmee: Maternal and infant health platform focused on pregnancy and postpartum outcomes, with employer and health plan partnerships. Direct competitor in B2B maternal health and overlapping on postpartum mental wellness and community support themes.
• The Bump: Long-standing pregnancy and parenting content and app platform with weekly tracking, birth prep content, and registry tools. Competes with GentleBirth for top-of-funnel pregnancy content attention and community engagement.
• BabyCenter: Pregnancy and parenting platform with weekly development guidance, community forums, and app-based tracking. Comparable in content+community hybrid model to GentleBirth's Live Parent Circle and Glow Stories features.
• What to Expect: Pregnancy tracking app and content brand based on Heidi Murkoff's book franchise; competes directly for the same expecting-parent audience and offers a daily pregnancy companion experience analogous to GentleBirth's app.

Emerging players

• Cleo: Family benefits platform supporting parents from pregnancy through parenting with employer-sponsored access. Comparable on the B2B employer benefits side and on family/parent support positioning, with broader scope but less depth on clinical evidence-based pregnancy brain training.

Broad incumbents

• Calm: Mass-market meditation and sleep app with content that overlaps GentleBirth's mindfulness/hypnosis category. Larger brand and broader use case; competes for the same end-user attention and has begun expanding into family and pregnancy content.
• Headspace: Global mindfulness and mental health platform with employer benefits distribution; competes for HR benefit dollars in the same category as GentleBirth's enterprise channel while operating from a much broader meditation content base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLFjtL2YBPQbIYn5wYxw8fw2it49EiZ2ZJ
• Xx.com/gentlebirth
• Facebookfacebook.com/gentlebirth
• LinkedInlinkedin.com/company/gentlebirth

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 GentleBirth