Count the Kicks

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.

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

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

• Fetal movement tracking
• Stillbirth prevention
• Prenatal health monitoring
• Maternal health education
• Pregnancy mobile app

Headquarters

HQ city

Clive

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. Foundation Grants: Major grants from health foundations such as Elevance Health Foundation ($1 million grant) to expand the program in multiple states
3. Event Fundraising: Annual events like Changemakers Luncheon and Lydie's Loop fundraising walk generate donations

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core 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

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Twelve partnerships are on record, tiered core.

• Healthy Blue LouisianacoreGTM or Marketing Partner · 1 August 2025Healthy 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)coreStrategic or Co-development Partner · 1 July 2025Partnership 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)coreStrategic or Co-development Partner · 10 May 2024Partnership 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 HealthcoreStrategic or Co-development Partner · 6 June 2023Partnership 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)coreStrategic or Co-development Partner · 10 April 2023Partnership 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 OhiocoreGTM or Marketing Partner · 1 October 2022Partnership 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)coreStrategic or Co-development Partner · 12 July 2022Partnership 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 HealthcoreStrategic or Co-development Partner · 1 October 2021Ohio 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 NevadacoreGTM or Marketing Partner · 12 July 2021Partnership 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 HealthcoreStrategic or Co-development Partner · 1 January 2021Original 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 IowacoreGTM or Marketing Partner · 25 September 2020"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 HealthcoreStrategic or Co-development Partner · 1 April 2020Partnership 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

Broad 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

• Xx.com/CounttheKicksUS
• YouTubeyoutube.com/channel/UCXwBOEJZbQX5SQUqEEkgK1g
• Facebookfacebook.com/countthekicks
• Instagraminstagram.com/countthekicks
• TikToktiktok.com/@countthekicks

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Count the Kicks