Maternity assistance
Mødrehjælpen is a Danish social-humanitarian foundation founded in 1924 that provides free counseling, financial aid, and community activities to pregnant women and families with children under 18 in vulnerable situations across Denmark, supported by donations, 45+ thrift stores, and 42+ local associations.
- Company typePrivate
- Founded1924
- HeadquartersCopenhagen, Denmark
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Maternity assistance does
Mødrehjælpen (legal entity: Fonden Mødrehjælpen) is a Danish social-humanitarian non-profit foundation, founded in 1924 and headquartered in Copenhagen, serving pregnant women and families with children under 18 in vulnerable situations across Denmark. Its core offering is free, confidential counseling delivered via telephone (+45 33 45 86 00), chat (including a dedicated lawyer chat), and in-person at five physical counseling houses in Copenhagen, Aarhus, Aalborg, Odense, and Fredericia. The service is complemented by a bisidder (advocacy companion) scheme that places trained volunteers alongside parents at Familieretshuset (Family Court) meetings, and by financial assistance products — Julehjælp (Christmas help, 400 kr/child up to 3 children), Feriehjælp (holiday help), Fødselsdagshjælp (birthday help), and Babystartpakker (baby starter kits).
The organization's underlying technology is service-led rather than product-led: a WordPress/WooCommerce website, an Agillic-powered email marketing platform, Google Analytics, Sleeknote, Cloudflare CDN, and ePay/Bambora payment processing support the donation funnel and webshop. Distribution is physical and community-anchored: 42+ volunteer-run local associations deliver free activities (babycaféer, gravidcaféer, familiecaféer, Måltidet cooking groups, Leg og Bevægelse play sessions, family outings); 45+ thrift stores (genbrugsbutikker) sell donated children's clothing and equipment nationwide; and dedicated sub-brands Abort.dk and Engodstart.dk address abortion support and infant starter kits. In 2025, 35,044 children received Christmas help, 8,449 individuals sought counseling, and 36,932 children and adults participated in community activities.
Mødrehjælpen's revenue model is a hybrid of charitable giving, retail, and partnerships. Approximately two-thirds of income is derived from private donations and recurring membership subscriptions (85 kr/month individual, 125 kr/month household), supplemented by 45+ thrift stores, a WooCommerce webshop selling art prints, ceramics, craft patterns, and 250 kr donation certificates, corporate and foundation grants (e.g., Novo Nordisk Fonden), bequests, and telemarketing-led acquisition via partners CharityGuard and Daica. All services to families are free of charge. The organization is governed by a board, led by Director Ninna Thomsen (since 2018, former Health and Care Mayor of Copenhagen), and operates under the patronage of H.M. Queen Mary since 2007. It employs 101–250 staff and is funded without equity capital.
Maternity assistance firmographics
Firmographics- Name
- Maternity assistance
- Legal name
- Fonden Mødrehjælpen
- Website
- https://moedrehjaelpen.dk
- Company type
- Private
- Founded year
- 1924
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Mødrehjælpen is a Danish social-humanitarian foundation founded in 1924 that provides free counseling, financial aid, and community activities to pregnant women and families with children under 18 in vulnerable situations across Denmark, supported by donations, 45+ thrift stores, and 42+ local associations.
- Ownership category
- akta.pro rank
Maternity assistance industry classification
Industry- Product category
- Social & Humanitarian Family Support Services
- NAICS
- Individual and Family Services (6241), Other Individual and Family Services (624190), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Emergency and Other Relief Services (624230)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Maternal, Child & Family Health Organizations (BPAGACAF)
- akta.pro secondary industries
- Faith-Based Humanitarian Aid & Relief Ministries (BPAGAJAF), Financial Assistance & Benefits Navigation Services (BPAGAEAK)
Keywords
Where Maternity assistance is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices5 records
Markets served
Maternity assistance business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Private donations and membership subscriptions: Mødrehjælpen's primary revenue source (~2/3 of income) comes from private donors. Membership options include 85 kr/month (individual) or 125 kr/month (household). Donations are also solicited via telemarketing, direct mail, and the website.
- Thrift store sales: Mødrehjælpen operates 45+ secondhand children's clothing and equipment stores across Denmark. Proceeds support the organization's charitable activities. Stores also accept donated goods.
- Webshop sales: The organization sells art prints, ceramics, bead patterns, posters, and knitting/crochet patterns through its webshop, with proceeds supporting vulnerable families. A donation certificate product (250 kr) is also available.
- Corporate and foundation partnerships: Mødrehjælpen receives support from corporate partners, foundations, and government grants for specific programs (e.g., Novo Nordisk Fonden partnership, holiday help fundraising campaigns).
- Bequests and testaments: Individuals can include Mødrehjælpen in their wills and testaments as a planned giving option.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free services for families — all counseling, advice, activities, and aid programs are provided at no charge to recipients |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Maternity assistance product offering
Product offeringCore offering
Mødrehjælpen is a Danish social-humanitarian foundation providing free, confidential counseling and practical aid to pregnant women and families with children under 18 in vulnerable situations. Its core offerings include impartial social counseling (telephone, chat, in-person), financial assistance programs (Christmas help, holiday help, birthday help, baby starter kits), community activities (babycafés, familycafés, outings), a volunteer companion scheme (bisidderordning) for Family Court hearings, and a national network of 42 local associations plus 45+ thrift stores that fund the charitable mission.
Product overview
Mødrehjælpen is a social-humanitarian organization offering a broad, multi-channel support service for pregnant women and families with children in vulnerable situations. The core product is its free, impartial counselling service delivered through telephone, chat, and in-person at five physical houses across Denmark. This is complemented by a network of 44+ volunteer-run local associations (lokalforeninger) that deliver community-based activities including baby cafés, pregnancy cafés, family cafés, cooking groups (Måltidet), play-and-movement sessions (Leg og Bevægelse), and family outings. A companion scheme (bisidderordning) provides trained volunteers to accompany parents to Family Court hearings. Financial support products include Christmas Assistance (Julehjælp), Holiday/Vacation Assistance (Feriehjælp), Birthday Assistance (Fødselsdagshjælp), and Baby Starter Kits (Babystartpakker). The organisation operates a chain of charitable thrift shops (genbrugsbutikker) nationwide and a webshop selling art prints, ceramics, craft patterns, and donation certificates. A dedicated sub-brand, Abort.dk, provides specialist abortion information and support. The Viden og Svar knowledge base offers self-service articles across eight topic areas.
Differentiator
Problem solved
Functional benefit
Products and services
- Rådgivning (Counselling Services)
Quantifiable outcome
- 35,044 children received Christmas help in 2025
- +4 more outcomes
Companies that use Maternity assistance
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Maternity assistance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Maternity assistance partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Novo Nordisk Fonden and Dansk FlygtningehjælpcoreA groundbreaking partnership announced in 2026 between Mødrehjælpen, Novo Nordisk Fonden, and Dansk Flygtningehjælp aims to strengthen and expand support for vulnerable pregnant women and families. The goal is to reduce geographic and social health inequalities so more children have a safe start in life.
- Sofie LindeminorTV presenter and author Sofie Linde became an ambassador for Mødrehjælpen in 2026 with a strong desire to help families where life has fallen apart. She represents the organization publicly.
- H.M. Dronning MarycoreHer Majesty Queen Mary has been the protector of Mødrehjælpen since 2007. She is always present and at eye level with people who are struggling: 'As a mother, I know how much it means to be able to give your children love and safe surroundings.'
- Mary Fonden (Mary Foundation)coreMary Fonden partners with Mødrehjælpen on the 'Råd til Livet' (Advice for Life) program, which provides free economic, legal, and social counseling to victims of domestic violence. Partners include LOKK, Nykredit, Østifterne, and local law firms.
- CharityGuard and DaicaminorTelemarketing partners that conduct outbound calls on behalf of Mødrehjælpen to solicit donations and memberships. Call from multiple designated phone numbers listed on the organization's website.
- Red Barnet (Save the Children Denmark)coreMødrehjælpen collaborates with Red Barnet and Kirkens Korshær on advocacy campaigns against child poverty in Denmark. Joint debate articles and policy initiatives highlight that 48,600 children live in poverty.
- Kirkens Korshær (The Church of Denmark's Charity)coreMødrehjælpen collaborates with Kirkens Korshær and Red Barnet on advocacy campaigns against child poverty in Denmark. Joint debate articles and policy initiatives.
- Abort.dkminorMødrehjælpen operates Abort.dk as an associated website providing information and support related to abortion decisions, rights, and emotional support before and after abortion.
Scale indicators12 records
Recent moves6 records
Expansion highlights5 records
Maternity assistance competitors and assessment
Company assessmentDirect peers
- Red Barnet (Save the Children Denmark): Denmark's leading children's rights organization. Comparable to Mødrehjælpen because it explicitly co-advocates on child poverty and collaborates with Mødrehjælpen on debate articles and policy campaigns, while serving overlapping vulnerable-children populations nationwide.
- Dansk Flygtningehjælp (Danish Refugee Council): Major Danish humanitarian NGO. Direct peer via its 2026 partnership with Mødrehjælpen and Novo Nordisk Fonden to strengthen support for vulnerable pregnant women and families, and overlapping family-support mission.
- Kirkens Korshær (Church of Denmark's Social Charity): Danish faith-rooted humanitarian organization providing social services to vulnerable families, including poverty relief and emergency aid. Direct peer as it jointly advocates with Mødrehjælpen on child poverty and operates overlapping aid programs.
- LOKK (Landsorganisationen af KvindeKrisecentre): Danish umbrella for women's crisis centers handling domestic violence. Directly comparable to Mødrehjælpen's domestic-violence counseling track and a partner in the 'Råd til Livet' program.
- Mary Fonden (Mary Foundation): Danish anti-bullying and domestic-violence foundation also founded under Queen Mary's patronage. Direct peer through the 'Råd til Livet' counseling program and parallel family-crisis focus.
- Børns Vilkår (Children's Welfare Denmark): Danish children's welfare organization running helplines (BørneTelefonen) and family-support services. Comparable mission, counseling-style offering, and Denmark-only operations.
- Forældre og Fødsel (Parents & Birth): Danish association supporting expectant and new parents with courses, counseling, and community groups. Closely comparable to Mødrehjælpen's pregnancy cafés, baby cafés, and early-parenthood support products.
Broad incumbents
- Røde Kors Danmark (Danish Red Cross): Denmark's largest humanitarian organization with broad family-vulnerability and emergency-aid programs. Larger incumbent serving overlapping populations but with a much wider humanitarian portfolio.
Emerging players
- Headspace Danmark: Danish youth mental-health initiative providing free counseling for 12-25-year-olds. Adjacent peer overlapping Mødrehjælpen's mental-health and loneliness counseling for families with adolescents.
- BørneTelefonen (under Børns Vilkår): Children's helpline operated by Børns Vilkår offering phone and chat support to children and young adults. Comparable to Mødrehjælpen's chat and phone counseling channel, though limited to under-22s.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Maternity assistance social profiles
Digital presenceMaternity assistance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Maternity assistance leadership team
Management profileNumber of profiles
Profiles1 record
Maternity assistance subsidiaries and ownership
Company hierarchySubsidiaries2 records
Maternity assistance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Maternity assistance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Maternity assistance
What does Maternity assistance do?
Mødrehjælpen is a Danish social-humanitarian foundation providing free, confidential counseling and practical aid to pregnant women and families with children under 18 in vulnerable situations. Its core offerings include impartial social counseling (telephone, chat, in-person), financial assistance programs (Christmas help, holiday help, birthday help, baby starter kits), community activities (babycafés, familycafés, outings), a volunteer companion scheme (bisidderordning) for Family Court hearings, and a national network of 42 local associations plus 45+ thrift stores that fund the charitable mission.
Is Maternity assistance a public or private company?
Maternity assistance is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Maternity assistance founded?
Maternity assistance was founded in 1924. It employs 101 to 250 people.
Where is Maternity assistance based?
Maternity assistance is headquartered in Copenhagen, Denmark, in the Europe region.
How does Maternity assistance make money?
Five revenue lines are on record. Private donations and membership subscriptions are the primary driver. The others are thrift store sales, webshop sales, corporate and foundation partnerships and bequests and testaments.
Who are Maternity assistance's main competitors?
Direct peers on record are Red Barnet (Save the Children Denmark), Dansk Flygtningehjælp (Danish Refugee Council), Kirkens Korshær (Church of Denmark's Social Charity), LOKK (Landsorganisationen af KvindeKrisecentre), Mary Fonden (Mary Foundation), Børns Vilkår (Children's Welfare Denmark) and Forældre og Fødsel (Parents & Birth). Røde Kors Danmark (Danish Red Cross) is listed as a broad incumbent. Emerging players are Headspace Danmark and BørneTelefonen (under Børns Vilkår).
Does Maternity assistance have an API?
No public API is recorded for Maternity assistance.
What industry is Maternity assistance in?
Maternity assistance's product category is Social & Humanitarian Family Support Services. Its primary akta.pro industry code is BPAGACAF, Maternal, Child & Family Health Organizations, with a secondary code of BPAGAJAF, Faith-Based Humanitarian Aid & Relief Ministries. Its NAICS code is 6241 and its SIC code is 8300.