Eversense
Eversense (株式会社エバーセンス) is a privately-held Japanese company that operates the ninaru mobile app suite—covering pregnancy, childbirth, and early childcare—serving expecting and new parents in Japan with medically reviewed content, expert-led online classes, and complementary apps and web media.
- Company typePrivate
- Founded2013
- HeadquartersTokyo, Japan
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Eversense does
Eversense (株式会社エバーセンス) is a privately-held Japanese company founded on January 23, 2013 by Makino Tetsuya, headquartered in Shiodome City Center, Tokyo. The company operates a vertically integrated family of mobile applications and web media centered on the ninaru series, addressing pregnancy, childbirth, and early childhood (through age 4). Its core product suite consists of the flagship ninaru pregnancy app, ninaru baby childcare app, Papa ninaru for fathers, and 740+ recipe handmade baby food app, supported by michiru (menstruation/ovulation tracking), Kids Doctor (free doctor consultations), ninaru Online Classroom (50+ expert-led free courses), and the こそだてハック web media platform (6.7M monthly users). Cumulative downloads across the ninaru series exceeded 11 million as of March 2026, with brand reach reported at approximately 70% of pregnant women in Japan.
The company's underlying technology is mobile-native (iOS/Android) content delivery, with stage-based recommendation logic that personalizes daily expert-reviewed articles, illustrations, and product suggestions to the user's pregnancy week or child's age. The technology stack includes Firebase and Google Analytics for analytics, and Google AdSense, AdMob, and Ad Manager for advertising delivery. Content is medically reviewed by obstetricians, midwives, and pediatricians, and the platform supports additional modalities such as professional voice-actor narration for the PIBO picture book service.
Eversense's revenue model is primarily freemium, advertising-driven on the core apps, with a small recurring subscription leg through the PIBO e-book service (¥315–400/month). The company has operated profitably for 11 consecutive years (FY12 ended December 2024) and has expanded into adjacent verticals via joint ventures (North Star in medical, RANTAN in insurance) and through partnerships (e.g., Zero Renovation in housing). Its go-to-market is product-led: free apps on app stores, supplemented by content marketing, online webinars, large-scale in-person events such as ninaru Festa, and the annual user-voted ninaru Mama Papa Best survey.
Eversense firmographics
Firmographics- Name
- Eversense
- Legal name
- 株式会社エバーセンス
- Website
- https://eversense.co.jp
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Eversense (株式会社エバーセンス) is a privately-held Japanese company that operates the ninaru mobile app suite—covering pregnancy, childbirth, and early childcare—serving expecting and new parents in Japan with medically reviewed content, expert-led online classes, and complementary apps and web media.
- Ownership category
- akta.pro rank
Eversense industry classification
Industry- Product category
- Pregnancy and Parenting Mobile Apps
- NAICS
- Educational Support Services (611710), Child and Youth Services (62411)
- SIC
- Services-Prepackaged Software (7372), Services-Educational Services (8200)
- akta.pro primary industry
- Maternal, Neonatal & Pediatric Remote Monitoring (HLACAPAG)
- akta.pro secondary industry
- Fertility & Ovulation Products (OTC) (CRABAIAK)
Keywords
Where Eversense is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
Eversense business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Advertising revenue: Brands advertise to expecting and parenting audiences within ninaru apps. Media materials available for download for advertisers. Multiple ninaru series apps available for ad placement.
- Premium subscription (PIBO): E-book reading service PIBO offers monthly subscription (315-400 yen/month) for unlimited picture book reading. Free tier allows 3 picture books per day.
- Freemium apps with ad-supported model: Core apps (ninaru, ninaru baby, Papa ninaru, 手作り離乳食) are free to use with advertising. Revenue generated from ad impressions and sponsored content.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | PIBO e-book service - free tier allows 3 picture books daily |
| Freemium | — | ninaru, ninaru baby, Papa ninaru, 手作り離乳食 apps - free with ads |
| Freemium | — | ninaru Online Classroom - completely free online parent classes |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Eversense product offering
Product offeringCore offering
Eversense operates a family of free mobile applications under the ninaru brand that deliver expert-reviewed pregnancy, childbirth, and parenting content to expecting and new parents across Japan. The core product suite includes the ninaru pregnancy app, ninaru baby for childcare, Papa ninaru for fathers, michiru for ovulation tracking, and complementary services such as ninaru Online Classroom (free video parenting classes) and Kids Doctor (doctor consultation app), collectively exceeding 11 million cumulative downloads.
Product overview
Eversense operates a family of pregnancy and childcare digital products centered on the ninaru series. The core portfolio consists of the flagship ninaru pregnancy app, ninaru baby childcare app, Papa ninaru for fathers, and 手作り離乳食 for baby food recipes, collectively surpassing 11 million cumulative downloads as of early 2026. Supporting products include ninaruオンライン教室 (online parent classes with 200,000+ participants), michiru (period/ovulation tracking), こそだてハック (parenting web media with 6.7M monthly visitors), and キッズクター (doctor consultation app). The company also runs the ninaru Mama Papa Best annual product survey and hosts large real-world events such as ninaru Festa. The PIBO electronic picture book service, launched in 2013, was the company's original product before pivoting to the pregnancy/parenting vertical.
Differentiator
Problem solved
Functional benefit
Brands
- ninaru (ニナル): Pregnancy app providing daily messages about baby development and maternal health from pregnancy through childbirth
- ninaru baby (ニナル ベビー)
- Papa ninaru (パパニナル)
- Handmade Baby Food (手作り離乳食)
- michiru (ミチル)
- Kids Doctor (キッズクター)
- ninaru Online Classroom (ninaruオンライン教室)
- PIBO (ピーボ)
- こそだてハック (Kosodate Hack)
Products and services
- ninaru (ニナル) Free pregnancy app for iOS and Android delivering daily illustrated messages about baby development and maternal body changes from pre-pregnancy through delivery. Includes contraction/fetal movement counters, milestone recording, and a pregnancy calendar. Medically reviewed content.
- ninaru baby (ニナル ベビー) Free childcare app for iOS and Android covering the period from birth to age 4. Delivers daily age-appropriate messages to mothers, articles on childcare topics, a growth schedule, a vaccination tracker, and a weather/children's clothing forecast feature.
- Papa ninaru (パパninaru) Free app for fathers-to-be and fathers covering pregnancy through child's age 4. Offers mode switching between pregnancy mode (weekly baby/father messages, due date counter) and parenting mode (daily parenting content). Designed for fathers to understand their partner's pregnancy and participate in childcare.
- Handmade Baby Food (手作り離乳食) Free baby food recipe app for iOS and Android with over 740 recipes organized by feeding stage (early/mid/late) and ingredient, with allergy-exclusion search and hand-feeding recipe options.
- ninaru Online Classroom (ninaruオンライン教室) Free online parent class platform with 50+ expert-led video courses on pregnancy, childbirth, and childcare topics. Delivered by obstetricians, midwives, and childcare specialists. Reached 200,000 cumulative participants as of early 2026, with 93% user satisfaction.
- michiru (ミチル) Period and ovulation prediction app for iOS that helps women track menstrual cycles and predict fertile windows, supporting conception planning.
- Kids Doctor (キッズドクター) Mobile app enabling free doctor consultations and on-demand home visit arrangements. Originally launched in Tokyo 23 wards with expansion to additional areas.
- Kosodate Hack (こそだてハック) Web media platform with over 6.7 million monthly visitors covering trying to conceive, pregnancy, childbirth, and childcare topics. Features medically reviewed articles and original research surveys.
- PIBO (ピーボ) Electronic picture book subscription service originally launched in 2013 offering professional voice-acted picture books by 71 authors at ¥315/month (iOS ¥400/month, Android ¥378/month for unlimited reading). Free tier allows 3 picture books daily. Service content available at pibo.jp.
- ninaru Magazine Digital parenting magazine acquired via business transfer from 'miku', providing medically reviewed parenting content to over 100,000 readers.
- Grandparent-Specific Childcare App (祖父母専用育児アプリ) Japan's first grandparent-specific parenting app released under the ninaru series, helping grandparents support childcare with age-appropriate information and guidance.
Quantifiable outcome
- 93% satisfaction rate among ninaru Online Classroom participants
- +2 more outcomes
Companies that use Eversense
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Eversense technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability3 records
Feature4 records
Eversense partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Pigeon Corporation (ピジョン株式会社)corePigeon Corporation is a co-sponsor of ninaru Festa maternity & baby event. As Japan's leading manufacturer of baby products, their sponsorship aligns with ninaru's audience of expecting and new parents.
- DADWAYminorProvider of baby strollers and carrying products sponsoring prizes at ninaru Festa event.
- Anker Japan (アンカー・ジャパン)minorElectronics manufacturer providing robot vacuum cleaners as prizes at ninaru Festa event.
- Felissimo (フェリシモ)minorLifestyle company providing mother bags as prizes at ninaru Festa event.
- Zero Renovation (ゼロリノベ)coreJoint seminars with Zero Renovation on housing for parenting families. Over 2 years, accumulated 5,000+ seminar registrations, addressing housing concerns of young families.
- Rinē (リネ)minorCollaboration with lifestyle brand Rinē to develop and sell maternity incontinence support products (maternity absorbent shorts) starting December 8, 2023.
- North Star (ノーススター)coreJoint venture company in medical/healthcare field. Operates online medical consultation services for busy mothers, experiencing rapid growth in medical DX.
- RANTANcoreJoint venture in insurance field. Operates online insurance consultation services targeting parenting families, experiencing dramatic growth in insurance DX.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Eversense competitors and assessment
Company assessmentDirect peers
- 妊娠・育児アプリ 赤ちゃんの成長 (Baby+ / ベビプラ): Japanese pregnancy and baby-tracking app providing daily fetal development and milestone content. Closest direct feature-by-feature competitor to ninaru and ninaru baby.
- ゼクシィBaby (Zexy Baby): Recruit-operated pregnancy and childcare information site from the Zexy wedding brand. Comparable audience and content offering to Eversense's media apps.
- ベビーカレンダー (Baby Calendar): Japanese pregnancy and childcare platform with a pregnancy calendar app, baby-tracking tools, and a content community. Directly competes with Eversense in the Japanese pregnancy-app category.
- ウィメンズパーク (Women's Park): Benesse-operated women's and family community covering pregnancy, childbirth, and child-rearing. Comparable to Eversense's Kosodate Hack and ninaru web/forum properties.
- ママリ (Mamari): Japan's largest Q&A-style parenting community app operated by Connehito. Overlaps with ninaru in serving pregnant women and parents with peer support and expert content.
- ルナルナ (LunaLuna): Mineo/asken-operated period and ovulation tracking app with millions of Japanese users. Directly comparable to Eversense's michiru fertility app.
Emerging players
- Kids Doctor (キッズドクター) competitor - みてね (Mitene / FamilyAlbum): FamilyAlbum/Mitene operates Japan's largest private family photo/video-sharing app used heavily by parents. Takes share of family-time engagement; complements rather than competes directly with Eversense's informational apps.
Broad incumbents
- BabyCenter: Global pregnancy and parenting platform owned by Everyday Health Group. Comparable in product category and content-led model, but operates at global scale and is not Japan-native.
- What to Expect: Pregnancy and parenting app/site from Everyday Health. Comparable content-and-tracking offering to ninaru; internationally established but without localized Japanese depth.
Others
- Pigeon (ピジョン): Japan's leading baby-products manufacturer and a ninaru Festa co-sponsor. Not a competitor but an adjacent participant in the Japanese pregnancy/parenting ecosystem that Eversense monetizes through advertising and partnerships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Eversense social profiles
Digital presenceEversense financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eversense leadership team
Management profileNumber of profiles
Profiles1 record
Eversense subsidiaries and ownership
Company hierarchySubsidiaries3 records
Eversense funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eversense M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Eversense
What does Eversense do?
Eversense operates a family of free mobile applications under the ninaru brand that deliver expert-reviewed pregnancy, childbirth, and parenting content to expecting and new parents across Japan. The core product suite includes the ninaru pregnancy app, ninaru baby for childcare, Papa ninaru for fathers, michiru for ovulation tracking, and complementary services such as ninaru Online Classroom (free video parenting classes) and Kids Doctor (doctor consultation app), collectively exceeding 11 million cumulative downloads.
Is Eversense a public or private company?
Eversense is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Eversense founded?
Eversense was founded in 2013. It employs 11 to 50 people.
Where is Eversense based?
Eversense is headquartered in Tokyo, Japan, in the Asia region.
How does Eversense make money?
Three revenue lines are on record. Advertising revenue is the primary driver. The others are premium subscription (PIBO) and freemium apps with ad-supported model.
Who are Eversense's main competitors?
Direct peers on record are 妊娠・育児アプリ 赤ちゃんの成長 (Baby+ / ベビプラ), ゼクシィBaby (Zexy Baby), ベビーカレンダー (Baby Calendar), ウィメンズパーク (Women's Park), ママリ (Mamari) and ルナルナ (LunaLuna). Kids Doctor (キッズドクター) competitor - みてね (Mitene / FamilyAlbum) is listed as an emerging player. Broad incumbents are BabyCenter and What to Expect. Pigeon (ピジョン) is listed as an others.
Does Eversense have an API?
No public API is recorded for Eversense.
What industry is Eversense in?
Eversense's product category is Pregnancy and Parenting Mobile Apps. Its primary akta.pro industry code is HLACAPAG, Maternal, Neonatal & Pediatric Remote Monitoring, with a secondary code of CRABAIAK, Fertility & Ovulation Products (OTC). Its NAICS code is 611710 and its SIC code is 7372.