12minutes

What 12minutes does

12minutes GmbH is a Berlin-based, founder-controlled private company founded in 2022 by emergency physicians Dr. med. Annalena Dehé and Dr. med. Lukas Dehé. The company sells an online first aid course for parents of babies and young children (ages 0–6), delivered as a Kajabi-hosted video course of more than 4 hours across 5 modules and 30 chapters, paired with a physical 'Juni' inflatable infant simulation manikin that customers keep for ongoing home practice. The manikin provides acoustic click feedback for chest compressions and an artificial lung for ventilation practice, and the course includes a direct question function answered by the physician founders. Supporting offerings include digital gift vouchers, limited-edition milestone cards, and the 'ouchie' branded first aid sets bundled in a premium Komplett-Paket.

The business model is direct-to-consumer e-commerce sold through the company's own website (12minutes.de) on a one-time-payment basis, with three pricing tiers: the standalone online course at €99, the flagship course-plus-manikin bundle at €179, and the complete first aid package at €219. There is no subscription and a 30-day money-back guarantee is offered. Distribution is product-led (self-serve online purchase with immediate digital access and manikin delivery within 2–5 days) augmented by a midwife referral program (Hebammenprogramm) with over 100 midwives across Germany earning commission on sales, plus content marketing, PR, and organic social channels. Geographic footprint is DACH-focused, with Germany as the core market, shipping now extended to Austria, an English version launched, and Switzerland explicitly listed as not yet available.

Commercial performance signals include 14,000+ customers, a 4.9/5 rating on both Trustpilot and Google from 400+ Google reviews, and endorsement by 400+ doctors, clinics, and midwives. The company has not disclosed revenue, has no external venture or private equity backing, and is managed by Geschäftsführer Leonie Neisinger and David Neisinger per the Berlin commercial register.

Name

12minutes

Legal name

12minutes GmbH

Website

https://12minutes.de

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

12minutes is a Berlin-based e-learning company that sells online first aid courses for parents of babies and young children, combining video lessons with a physical 'Juni' training manikin for at-home practice. It serves German and Austrian consumers directly via its website and through a midwife referral network.

Ownership category

akta.pro rank

Product category

First Aid Training and Education

NAICS

Educational Support Services (61171), Educational Services (61)

SIC

Services-Educational Services (8200), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Health Education & Parent Coaching (Sleep, Safety, Illness Management) (EDACAMAN)

akta.pro secondary industry

Digital/Interactive Curriculum Content (Apps, Games, Multimedia Lessons) (EDACAJAK)

Keywords

• First aid training
• Baby and child emergencies
• Online parenting courses
• Infant CPR training
• Emergency medical education

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Course Sales: One-time purchase of video course (€99) providing lifetime access to video content, questions-answers function, and downloadable materials including e-book, checklists, and emergency cards.
2. Course + Training Manikin Package: One-time purchase of €179 including online course plus physical training manikin 'Juni' that ships to customer's home and remains their property. Includes printed handbook, emergency poster, and emergency cards.
3. Complete First Aid Package: One-time purchase of €219 (€239 regular, €20 savings) including course, training manikin, and premium first aid set for baby and child emergencies.
4. Gift Vouchers: Digital gift vouchers sold for the course, delivered immediately via email with printable template. Recipient receives free access to course and training manikin.
5. Milestone Cards: Limited edition 24 milestone cards (plus 6 bonus cards) with tips from the doctors, shipped to customers for capturing baby's first year.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

12minutes sells an online first aid course for parents of babies and children, combining over 4.5 hours of expert video instruction (30 chapters across 5 modules) with a physical 'Juni' inflatable training manikin that customers keep for home practice. The course is developed and delivered by practicing emergency physicians Dr. med. Annalena Dehé and Dr. med. Lukas Dehé, covering emergencies like CPR, choking, drowning, burns, and fever.

Product overview

12minutes offers a multi-tiered online first aid education platform for parents of babies and young children, developed by emergency physicians. The product line centers on video-based online courses combined with a physical 'Juni' inflatable simulation mannequin for hands-on practice at home. Three main tiers exist: the standalone Online Erste-Hilfe-Kurs (€99, video-only), the Erste-Hilfe-Kurs & Übungspuppe (€179, course + mannequin) as the flagship bestseller, and the Komplett-Paket (€219, adding the ouchie first aid sets). All tiers include lifetime video access, expert-authored content across 5 modules covering basics, life-saving measures, critical emergencies, everyday emergencies, and bonus material. Supporting products include gift vouchers and milestone cards. An English version with subtitles is available for international customers.

Differentiator

Problem solved

Functional benefit

Brands

• 12minutes Erste-Hilfe-Kurs für Eltern: Online first aid course for babies and children developed by emergency physicians, featuring video lessons combined with a practice manikin for hands-on training at home.
• Juni

Products and services

• Online Erste-Hilfe-Kurs (Online First Aid Course) The standalone online video course providing first aid knowledge for baby and child emergencies. Contains over 4.5 hours of expert video content, lifetime access, English subtitles included, downloadable e-book, emergency posters, and emergency cards for printing. Priced at €99 one-time.
• Erste-Hilfe-Kurs & Übungspuppe (First Aid Course + Training Manikin) The flagship bundled product combining the online video course with the 'Juni' inflatable medical simulation manikin. Includes 4.5+ hours of video content, the physical training doll with acoustic feedback for practicing chest compressions and ventilation, printed handbook, emergency poster, and emergency cards. The manikin remains the user's property for ongoing practice. Priced at €179 one-time.
• Komplett-Paket Erste Hilfe (Complete First Aid Package) The premium bundle including the online course, 'Juni' training manikin, all printed materials, and the 'ouchie' first aid sets for babies and children in Mini and Maxi sizes. Priced at €219 one-time (originally €239, save €20).
• Notfallübungspuppe 'Juni' (Emergency Training Manikin) An inflatable infant simulation manikin for practicing first aid techniques at home. Features acoustic click-feedback for correct chest compression depth, a simulated lung for ventilation practice, and tactile landmarks for sternum positioning. Ships to customers and remains their property for repeated practice.
• Geschenkgutschein (Gift Voucher) Digital gift voucher for the first aid course with training manikin. Purchased online and delivered via email with a redeemable code. Recipient receives course access and the training manikin shipped to their home.
• Erste-Hilfe-Kurs (English Version) English-language version of the first aid course with subtitles. Same content as the German version: over 4 hours of video, 30 chapters across 5 modules, English subtitles. Access to the 12minutes parent community included.
• 12minutes Meilensteinkarten (Milestone Cards) Limited edition milestone cards (24 cards plus 6 bonus cards) for recording baby's first year. Each card features space for photography with medical tips from founders on the back.

Quantifiable outcome

• Average ambulance response time in Germany is 12 minutes - the critical window for parents to provide life-saving help
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• German Midwives (Hebammen)coreChannel Partner/ Reseller/ DistributorOver 100 midwives across Germany participate in the Hebammenprogramm, recommending the 12minutes first aid course to expectant and new parents. Midwives receive free personalized flyers with codes to share with parents. When parents book using the code, midwives earn commission billed quarterly. Optional discount available for midwives to take the course themselves.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Arbeiter-Samariter-Bund (ASB): Nationwide German aid organization providing certified first aid courses, including baby/child and family-oriented variants, that compete for the same parental audience.
• Johanniter-Unfall-Hilfe: Major German aid organization providing certified first aid courses for the public and for driving-license compliance, including parenting-oriented programs.
• Deutsches Rotes Kreuz (DRK): Germany's largest aid organization offering certified, government-recognized first aid courses including baby/child modules; the dominant incumbent in formal first-aid training.
• Malteser Hilfsdienst: German humanitarian organization offering certified first aid training, including modules aimed at parents and childcare workers, in direct category overlap with 12minutes.

Emerging players

• Kinderheldin: German digital health platform offering on-demand pediatric consultations and parenting advice from midwives and pediatric nurses; overlaps with 12minutes on parent-focused health content.

Others

• Eltern.de: Major German parenting media brand (Funke group) covering pregnancy through school age; cited in 12minutes' press coverage and an adjacent distribution and content partner.
• GoStudent: DACH-headquartered online tutoring platform; comparable only as a category reference for consumer online education and self-serve D2C learning in the same geography.

Direct peers

• CPR Kids: Australia-based online and in-person first aid courses for parents of babies and children, with a very similar D2C course-plus-practice model targeting new parents.
• First Aid for Life: UK-based first aid training company delivering online courses for parents, carers, and professionals, with content authored by medical professionals.
• Tiny Hearts Education: Australian emergency-medicine-led online first aid education for parents, offering video courses and in-home practice tools — directly comparable to 12minutes' hybrid format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/12minutes_de
• LinkedInlinkedin.com/company/12minutes

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 12minutes