Amma Parenting

What Amma Parenting does

Amma Parenting Center, Inc. is a Minnesota-based private childbirth and early-infancy education company founded in 2007 and headquartered in Edina. The company delivers an evidence-based curriculum covering prenatal preparation, breastfeeding, newborn care, and postpartum support, taught by Registered Nurses, Certified Childbirth Educators, and International Board Certified Lactation Consultants, with clinical oversight from a board-certified OB/GYN Chief Medical Officer. Its product portfolio spans more than 18 class SKUs delivered across three physical Twin Cities locations (Edina, Plymouth, Roseville), live virtual sessions via Zoom, and self-paced on-demand content hosted on Kajabi, with per-class prices ranging from approximately $40 to $250.

The business operates a hybrid B2B2C and direct-to-consumer model. Consumer revenue comes from individual out-of-pocket enrollment with HSA/FSA compatibility, supplemented by Medical Assistance-funded coverage for state-plan recipients delivering at five partner hospitals (M Health, Abbott Northwestern, Mercy, St Francis, United). Enterprise revenue is generated through employer-sponsored wellness benefits delivered via custom co-branded landing pages, integrated scheduling, and per-utilization billing with no minimum commitment. Amma is the preferred childbirth education partner for the three largest health systems in the Minneapolis/St. Paul market (Allina, M Health Fairview, Park Nicollet/HealthPartners), with over 450 OB/GYNs referring patients into its classes, and has extended the employer benefit offering to clients including Sleep Number, Metropolitan Council, Fredrikson & Byron, and Western National.

Distribution combines healthcare-provider referrals (the primary funnel), employer benefit enrollment, organic social (Facebook, Instagram), and a content-marketing website. The company is independently owned and managed by co-CEOs Gwen Martin and Kristine Merta, with no external private equity or venture capital investment identified in the source data. Reported outcome metrics include 98% participant satisfaction at M Health Fairview, a documented ability to free 5-8 weekly staff hours for hospital partners, and a cited claim that high-quality birth-preparation classes can reduce C-section rates by up to 75%.

Name

Amma Parenting

Legal name

Amma Parenting Center, Inc.

Website

https://ammaparenting.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Amma Parenting is a Minnesota-based childbirth and early-infancy education company serving expectant and new parents through in-person classes, live virtual sessions, and self-paced online courses, delivered via healthcare-system referrals and employer wellness benefit partnerships across the Twin Cities.

Ownership category

akta.pro rank

Product category

Childbirth and Parenting Education Services

NAICS

Educational Services (61), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Parenting Skills & Child Development Education (EDACALAA)

akta.pro secondary industry

Lactation, Postpartum & Perinatal Support Services (HLAFAJAN)

Keywords

• Childbirth education
• Prenatal classes
• Postpartum support
• Parenting education
• Breastfeeding support

Headquarters

HQ city

Edina

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fee-for-Service Classes: Individual consumers pay out-of-pocket for classes at set prices. Accepted payment includes most major credit/debit cards (except American Express), some HSA/FSA cards. Consumers can submit receipts for insurance reimbursement.
2. Employer-Sponsored Benefits: Classes offered as employee wellness benefit, with employers covering costs. Employers receive monthly activity reports with invoices. Pricing based on classes employees actually take with no long-term commitment required.
3. Medical Assistance Program: Classes covered for state-funded health care plan recipients delivering at partner hospitals (M Health, Abbott Northwestern, Mercy, St Francis, United).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Amma Parenting delivers evidence-based pregnancy, childbirth, and early infancy education through in-person classes at three Minnesota locations (Edina, Plymouth, Roseville), live virtual Zoom sessions, and self-paced online courses. The portfolio spans prenatal classes (childbirth preparation, breastfeeding, newborn care), new parent support groups for mothers, fathers, and grandparents, and specialty workshops (CPR, infant feeding, baby massage, sign language, baby-led weaning), taught by registered nurses, certified childbirth educators, and International Board Certified Lactation Consultants.

Product overview

Amma Parenting is a pregnancy and early infancy education service company offering a comprehensive portfolio of classes delivered in-person at three Minnesota locations (Edina headquarters, Plymouth, Roseville), live virtually via Zoom, and through a self-paced online platform powered by Kajabi. The product portfolio spans prenatal classes covering childbirth preparation, breastfeeding, and newborn care; new parent support groups for mothers, fathers, and families continuing through the first year postpartum; and specialized workshops on infant safety, feeding, massage, and sign language. All classes are taught by registered nurses, certified childbirth educators, International Board Certified Lactation Consultants, and other credentialed specialists. The company operates on a fee-for-service model with some employer-sponsored benefit coverage and HSA/FSA payment options, and partners with major Minnesota health systems and corporate employers to deliver classes as workplace wellness benefits.

Differentiator

Problem solved

Functional benefit

Products and services

• All-In-One Express Popular accelerated prenatal class covering essentials: Preparing for Childbirth, Newborns 101, and Breastfeeding in a combined format, for expectant parents seeking comprehensive coverage efficiently.
• Preparing for Childbirth Comprehensive childbirth preparation class covering everything needed to prepare for labor and delivery, for expectant parents.
• Natural Childbirth 5-week comprehensive childbirth class with a holistic approach for expectant parents wishing to avoid or reduce medications and interventions, featuring coping strategies, interactive learning, and a smaller group support network.
• Labor Skills Workshop Hands-on prenatal class focused on coping strategies to help navigate labor discomforts, intended as a complement to Preparing for Childbirth or All-In-One Express classes.
• Breastfeeding Class Prenatal class focusing on breastfeeding foundations including establishing milk supply, feeding techniques, and common concerns. Includes free access to the Amma Pumping and Bottling Online Course.
• Newborns 101 Prenatal class preparing expectant parents for life with a newborn, covering care procedures, swaddling, newborn behaviors, car seat basics, and diapering. Available in-person, virtual, or streamable formats with 1-year access.
• Combination Breastfeeding and Newborns 101 Combined prenatal class for expectant parents covering both breastfeeding and newborn care in a single session.
• Private Childbirth Class Private in-person sessions at Edina covering core topics of Childbirth, Newborns 101, and Breastfeeding customized to individual specifications.
• Grandparents Class Class for new grandparents covering updated baby care practices, home safety, sleep safety, car seat basics, baby cues, and how to support new families. Available in-person or virtual.
• New Mama Most popular offering - 6-week support group for first-time mothers with newborns, covering feeding, sleep strategies, relationships, postpartum adjustment, and transition to motherhood with emphasis on building a supportive mama network.
• Mama Again 6-week baby-friendly group for mothers with multiple children, refreshing basics on newborn care while discussing sibling rivalry, time management, and strategies for returning to work.
• Beyond Newborns

Quantifiable outcome

• Reduces C-section rates by up to 75%
• +5 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered core, major and minor.

• M Health FairviewcoreStrategic or Co-development PartnerM Health Fairview is the largest employer partner, offering Amma classes to 32,000 employees since 2014. Amma is included in their benefits package as a family-supportive employer initiative. 98% participant satisfaction reported.
• Allina HealthcoreStrategic or Co-development PartnerOne of the three largest health systems in Minnesota that recommends Amma as preferred childbirth education provider. Allina employees also receive Amma classes as employer benefit.
• Park Nicollet / HealthPartnerscoreStrategic or Co-development PartnerMajor healthcare system in Minneapolis/St. Paul area. Preferred provider relationship for childbirth education. Includes employer benefit offerings for HealthPartners employees.
• Abbott Northwestern HospitalcoreStrategic or Co-development PartnerPartner hospital for Medical Assistance program. State-funded health care plan recipients delivering at Abbott Northwestern can receive Amma classes at no cost.
• Mercy HospitalcoreStrategic or Co-development PartnerPartner hospital for Medical Assistance program. State-funded health care plan recipients delivering at Mercy can receive Amma classes at no cost.
• St Francis HospitalcoreStrategic or Co-development PartnerPartner hospital for Medical Assistance program. State-funded health care plan recipients delivering at St Francis can receive Amma classes at no cost.
• United HospitalcoreStrategic or Co-development PartnerPartner hospital for Medical Assistance program. State-funded health care plan recipients delivering at United can receive Amma classes at no cost.
• Sleep NumbermajorGTM or Marketing PartnerSleep Number team members receive all prenatal and new parent classes at no cost as an employee benefit. Full catalog of classes available including online options.
• Metropolitan CouncilmajorGTM or Marketing PartnerGovernment employer offering Amma classes as employee benefit to Metropolitan Council employees.
• Fredrikson & ByronminorGTM or Marketing PartnerLaw firm offering Amma parenting classes as employee benefit.
• Western National / Michigan MillersminorGTM or Marketing PartnerEmployees can take any 2 prenatal and new parent classes per calendar year at no cost. Full catalog available including online options.
• Diaper Bank of MinnesotaminorStrategic or Co-development PartnerAmma serves as a drop-off site for Diaper Bank donations. Community partnership supporting new families.
• VEAPminorStrategic or Co-development PartnerAmma serves as drop-off site for infant formula and baby food donations for VEAP community organization.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Pacify: Tele-lactation and pediatric care platform accessed via health plans, employers, and health systems. Comparable to Amma on the IBCLC-led lactation support offering and on B2B healthcare/employer distribution, but narrower in scope and digital-only.
• Winnie: Childcare marketplace and parenting content platform. Comparable to Amma on the new-parent audience and employer/parent content motion, with a directory-led model rather than live classes.

Broad incumbents

• Healthwise: Patient education content and tools provider for hospitals, health plans, and providers. Comparable to Amma's B2B healthcare channel and the 'outsourced patient education' value proposition, but broader across conditions and digital-first.
• BabyCenter: Long-standing pregnancy and parenting information platform owned by Everyday Health Group, reaching tens of millions of parents. Overlaps with Amma on pregnancy and early parenting education, with a content/audience model rather than local class delivery.
• Maven Clinic: Large women's and family health virtual care platform serving employers and health plans with clinical care, coaching, and educational content. Comparable on the employer-benefit and women's-health GTM motion, but materially broader (clinical care + benefits) than Amma's education focus.
• The Bump: Pregnancy and parenting content, tools, and registry destination owned by The Knot Worldwide. Comparable on pregnancy/new-parent education content and audience, but monetizes through advertising and commerce rather than paid classes or B2B contracts.

Direct peers

• Motherly: Digital platform offering expert-driven content, courses, and classes for expecting and new mothers. Comparable to Amma on parenting education and new-mom community, but distributed via media/content rather than local in-person classes.
• InJoy Health Education: Provides childbirth, breastfeeding, and parenting education materials and programs used by hospitals and expecting families. Closely comparable to Amma's hospital channel and consumer class content.
• Tinyhood: Online marketplace for live, expert-led parenting classes covering infant care, CPR, sleep, feeding, and more. Directly comparable to Amma's prenatal and new parent class catalog, with a stronger digital/PLG orientation.
• Lamaze International: Non-profit organization dedicated to childbirth education, offering evidence-based classes, instructor certification, and consumer-facing content. Directly comparable to Amma as a category-defining peer in childbirth education, although Amma's model is more local, clinical-staff-heavy, and integrated with healthcare systems.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookm.facebook.com/AmmaParenting
• Instagraminstagram.com/ammaparenting
• LinkedInlinkedin.com/company/amma-parenting-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Amma Parenting