Count the Kicks
Count the Kicks, a program of 501(c)(3) nonprofit Healthy Birth Day, Inc., provides a free mobile app, web platform, and educational materials that help expectant parents track fetal movements in the third trimester to reduce stillbirths, serving pregnant women, healthcare providers, and state health agencies across 30+ states.
- Company typePrivate
- Founded2009
- HeadquartersClive, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Count the Kicks does
Count the Kicks is an evidence-based stillbirth prevention program operated by Healthy Birth Day, Inc., a 501(c)(3) nonprofit headquartered in Clive, Iowa. The program was founded in 2009 by five Iowa women who lost daughters to stillbirth or pregnancy complications, after Iowa's stillbirth rate decreased by 32% during the first ten years of the campaign (2008-2018). The organization serves expectant parents — primarily pregnant women in their third trimester (starting at 28 weeks, or 26 weeks for high-risk or multiple pregnancies) — as well as healthcare providers (obstetricians, midwives, nurses, childbirth educators) and state public health agencies.
The core product is a free mobile application (iOS, Google Play, Amazon Appstore, and Apple Watch) complemented by a web-based kick-counting platform, printable charts, and physical kick-counting bracelets. The app enables users to time fetal movement sessions, log strength ratings on a 1-5 scale, compare session patterns over time via graph visualization, set daily reminders, and share history directly with healthcare providers via email or text. Multi-language support covers 20+ languages including English, Spanish, Arabic, Chinese, and Hindi. Free printed educational materials (brochures, posters, app reminder cards) are distributed to provider offices in 30+ states. The app has been downloaded 125,000+ times across all 50 U.S. states and 140 countries.
The organization operates a community-led go-to-market model funded by individual donations, foundation grants (including a $1 million Elevance Health Foundation grant in June 2024 to expand across 10 states), and annual fundraising events (Changemakers Luncheon, Lydie's Loop). Distribution leverages an ambassador program of 30+ state volunteers, partnerships with state health departments (Iowa, Florida, Maryland, Massachusetts, Michigan, Mississippi, Ohio, D.C., Louisiana) and managed care organizations (Amerigroup, UnitedHealthcare, Health Plan of Nevada, Healthy Blue), and earned media coverage in 300+ outlets including Good Morning America, Washington Post, and ProPublica. All products and educational materials are provided free of charge to expectant parents and providers.
Count the Kicks firmographics
Firmographics- Name
- Count the Kicks
- Legal name
- Healthy Birth Day, Inc.
- Website
- https://countthekicks.org
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Count the Kicks, a program of 501(c)(3) nonprofit Healthy Birth Day, Inc., provides a free mobile app, web platform, and educational materials that help expectant parents track fetal movements in the third trimester to reduce stillbirths, serving pregnant women, healthcare providers, and state health agencies across 30+ states.
- Ownership category
- akta.pro rank
Count the Kicks industry classification
Industry- Product category
- Maternal and Prenatal Health Monitoring
- akta.pro primary industry
- Maternal–Fetal & Neonatal Care Pathways (HLACAGAI)
- akta.pro secondary industry
- Pregnancy & Prenatal Care Telehealth (OB tele-visits, prenatal monitoring) (HLALAHAC)
Keywords
Where Count the Kicks is headquartered
LocationHeadquarters
- HQ city
- Clive
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Count the Kicks business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain, Others
Revenue model
- Donations: Individual donations from supporters who contribute to the mission of stillbirth prevention. Donation tiers include $25, $50, $100, and $500 amounts with specific impact descriptions.
- Foundation Grants: Major grants from health foundations such as Elevance Health Foundation ($1 million grant) to expand the program in multiple states
- Event Fundraising: Annual events like Changemakers Luncheon and Lydie's Loop fundraising walk generate donations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Free | Free app for all expectant parents |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Count the Kicks product offering
Product offeringCore offering
Count the Kicks is a free mobile and web application that enables expectant parents to track fetal movements daily during the third trimester by timing how long it takes their baby to reach 10 movements. The organization complements this digital tracking tool with free printed educational materials, provider training resources, and clinical implementation support to reduce stillbirth rates, particularly addressing racial disparities in birth outcomes. All products and services are provided at no cost to consumers, with the program funded through donations, grants, and event fundraising.
Product overview
Count the Kicks is a stillbirth prevention program operated by Healthy Birth Day, Inc. that offers a portfolio of products centered around a free mobile application for tracking fetal movements in the third trimester. The core offering consists of the Count the Kicks mobile app (available for iOS, Android, and Apple Watch) and a web-based counting platform, both enabling expectant parents to time kick sessions, track patterns, and share data with providers. The product line extends to paper movement monitoring charts and kick counting bracelets as physical alternatives for parents without app access. Free educational materials (brochures, posters, reminder cards) in 20+ languages support healthcare provider outreach. The app supports counting for single babies or twins and includes features like session history, strength ratings, daily reminders, and data sharing capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Count the Kicks Mobile App
Quantifiable outcome
- 32% reduction in Iowa's stillbirth rate during first 10 years of Count the Kicks campaign (2008-2018)
- +3 more outcomes
Companies that use Count the Kicks
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Count the Kicks technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Count the Kicks partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core.
- Healthy Blue LouisianacoreHealthy Blue Louisiana partnering to educate expectant parents about the importance of paying attention to baby's movements in third trimester. Partnership includes free educational materials in English and Spanish.
- DC Health and District of Columbia Perinatal Quality Collaborative (DC PQC)corePartnership to launch Count the Kicks program in Washington, D.C., expanding the stillbirth prevention program to the district.
- Michigan Department of Health and Human Services (MDHHS)corePartnership with MDHHS Division of Maternal and Infant Health to educate Michigan expectant parents about the importance of monitoring baby's movements in the third trimester. MDHHS works with maternal health providers, birthing hospitals, and social service agencies to distribute free Count the Kicks educational materials.
- Massachusetts Department of Public HealthcorePartnership with Massachusetts DPH to launch the stillbirth prevention program statewide. DPH supports distribution of free materials in English and Spanish to providers with goal of saving approximately 91 babies annually.
- Maryland Patient Safety Center (MPSC)corePartnership to launch Count the Kicks in Maryland to educate expectant parents about monitoring fetal movements. MPSC coordinates distribution of free educational materials to Maryland providers with goal of saving approximately 159 babies annually.
- UnitedHealthcare OhiocorePartnership to expand Count the Kicks campaign in Ohio, providing educational resources to expectant parents and healthcare providers through UnitedHealthcare's network.
- Mississippi Public Health Association (MPHA) and Mississippi Perinatal Quality Collaborative (MSPQC)corePartnership to address Mississippi's high stillbirth rates through Count the Kicks education. Goal is to save approximately 122 babies annually in a state with one of the worst stillbirth rates in the country.
- Ohio Department of HealthcoreOhio Department of Health supporting Count the Kicks education throughout the state, contributing to reduced stillbirth rates among high-risk populations including Black families.
- Health Plan of NevadacorePartnership to educate and empower expectant Nevada parents about tracking movement daily in third trimester. Health Plan of Nevada supports distribution of free educational materials to members and providers.
- Iowa Department of Public HealthcoreOriginal state partner for Count the Kicks campaign launch in 2008-2009. Partnership credited with reducing Iowa's stillbirth rate by nearly 32% over 10 years.
- Amerigroup Iowacore"Stirrup" campaign partnership to empower expectant Iowa women to discuss fetal movement monitoring with providers. Includes stirrup covers for providers and app compatibility with wearable technology.
- Florida Department of HealthcorePartnership to launch Count the Kicks in Florida during COVID-19 pandemic. Florida DOH supports distribution of free educational materials to providers throughout the state. Goal is to save more than 500 babies annually.
Scale indicators7 records
Recent moves14 records
Expansion highlights5 records
Count the Kicks competitors and assessment
Company assessmentBroad incumbents
- March of Dimes: Large, established maternal and infant health nonprofit with a broad portfolio including stillbirth reduction research and prenatal education — competes for the same federal grant, foundation, and state Department of Health funding streams as Count the Kicks.
- BabyCenter: Mass-market pregnancy and baby tracking app owned by Everyday Health Group — offers kick counting as one feature among many and competes directly for expectant parent mindshare and app-store installs.
- What to Expect: Iconic pregnancy and baby brand with an associated mobile app featuring daily fetal movement tracking — directly overlaps the kick-counting use case and brings substantially larger media reach and content ecosystem.
Emerging players
- Glow: Reproductive health app suite (Glow, Nurture pregnancy app) that includes kick-counting features — partially comparable product overlap and directly competes for the same pregnant-person app user.
- Every Mother Counts: Maternal health nonprofit founded by Christy Turlington Burns targeting U.S. maternal health disparities — overlaps directly with Count the Kicks' health equity / stillbirth-prevention mission and competes for high-net-worth philanthropic dollars.
- Black Mamas Matter Alliance: National organization advancing Black maternal health equity — directly comparable to Count the Kicks' racial-equity-focused stillbirth prevention work and competes for the same federal and foundation health-equity grant pools.
- Flo Health: One of the largest global period/pregnancy tracking apps with a growing pregnancy and fetal movement module — highly comparable on the kick-counting feature, with materially larger global user base and direct VC backing.
Direct peers
- Ovia Health: Leading pregnancy tracking app with kick-counting features within a broader maternal health suite — directly comparable on the fetal movement monitoring product, with larger scale and integrated employer/payer distribution through its parent (Labcorp).
- Star Legacy Foundation: U.S. nonprofit focused exclusively on stillbirth prevention, awareness, and research — operates in the same narrow mission space as Count the Kicks and competes for the same foundation/family dollar and stillbirth-prevention grant pool.
- Healthy Mothers, Healthy Babies Coalition: National nonprofit coalition focused on maternal and infant health education and advocacy — comparable mission, comparable state-Chapter partnership model, and competing for the same family-facing maternal health program funding.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Count the Kicks social profiles
Digital presenceCount the Kicks financial estimates
Financial estimateRevenue estimate
Valuation estimate
Count the Kicks leadership team
Management profileNumber of profiles
Profiles5 records
Count the Kicks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Count the Kicks 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 Count the Kicks
What does Count the Kicks do?
Count the Kicks is a free mobile and web application that enables expectant parents to track fetal movements daily during the third trimester by timing how long it takes their baby to reach 10 movements. The organization complements this digital tracking tool with free printed educational materials, provider training resources, and clinical implementation support to reduce stillbirth rates, particularly addressing racial disparities in birth outcomes. All products and services are provided at no cost to consumers, with the program funded through donations, grants, and event fundraising.
Is Count the Kicks a public or private company?
Count the Kicks is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Count the Kicks founded?
Count the Kicks was founded in 2009. It employs 11 to 50 people.
Where is Count the Kicks based?
Count the Kicks is headquartered in Clive, United States, in the North America region.
How does Count the Kicks make money?
Three revenue lines are on record. Donations are the primary driver. The others are foundation Grants and event Fundraising.
Who are Count the Kicks's main competitors?
Broad incumbents on record are March of Dimes, BabyCenter and What to Expect. Emerging players are Glow, Every Mother Counts, Black Mamas Matter Alliance and Flo Health. Direct peers are Ovia Health, Star Legacy Foundation and Healthy Mothers, Healthy Babies Coalition.
Does Count the Kicks have an API?
No public API is recorded for Count the Kicks.
What industry is Count the Kicks in?
Count the Kicks's product category is Maternal and Prenatal Health Monitoring. Its primary akta.pro industry code is HLACAGAI, Maternal–Fetal & Neonatal Care Pathways, with a secondary code of HLALAHAC, Pregnancy & Prenatal Care Telehealth (OB tele-visits, prenatal monitoring).