Ajuda de Mãe

What Ajuda de Mãe does

Ajuda de Mãe (Associação de Solidariedade Social Ajuda de Mãe) is a Portuguese non-profit IPSS (Private Institution of Social Solidarity) with public utility status, founded on 29 August 1991 in Lisbon. The organization supports pregnant women and families — particularly vulnerable and adolescent mothers — through an integrated service ecosystem spanning a 24-hour SOS Grávida telephone helpline, direct atendimento services, three residential facilities (Adult Pregnant Women Residence, Adolescent Pregnant Women Residence, Casa João Paulo II with combined capacity of 24 beds), psychological counseling, the Escola de Mães school qualification program for ages 12–18, the Escola do Arco childcare and training centre (70 creche + 20 preschool capacity), and the 'Vamos Dar de Mamar' breastfeeding promotion project. It maintains six regional offices across the Lisbon metropolitan area and Santarém, and operates three social enterprise brands (Mães à Obra, Ajuda em Casa, By Ajuda de Mãe) providing domestic services, production work, and sustainable products to generate income for participating mothers. Cumulative outcomes reported on the organization's website include 20,112 mothers accompanied, 17,550 babies born, 805 sheltered, 6,550 employed, and 12,340 trained.

The organization's revenue model is entirely non-commercial and consists of individual and corporate donations (with Portuguese tax incentives), 0.5% IRS tax consignation (NIF 502 617 780), municipal and government cooperation agreements (Câmara Municipal de Oeiras, Centro Distrital de Solidariedade Social de Lisboa, Direção-Geral da Saúde), and project-based grants from foundations such as Fundação La Caixa, EDP Solidária, C&A Foundation, and Fundação Maria Dias Ferreira. A 'Padrinhos' sponsorship program operates at €66 per mother per month for Escola Móvel costs. All services to beneficiaries are free of charge. The technology stack is standard administrative and communication tooling — telephone, email, video calls, and digital platforms — with no proprietary technology, AI/ML capabilities, patents, or apps disclosed. The organization holds DGERT certification as a training entity (2017) and has 35 employees. No external investment, private equity, or venture funding has been disclosed.

Name

Ajuda de Mãe

Legal name

Associação de Solidariedade Social Ajuda de Mãe

Website

https://ajudademae.pt

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Ajuda de Mãe is a Portuguese non-profit IPSS founded in 1991 that provides free integrated support — helpline, residential, psychological, educational, and social enterprise services — to vulnerable pregnant women and mothers across the Lisbon metropolitan area.

Ownership category

akta.pro rank

Product category

Social Services - Maternal and Family Support

NAICS

Health Care and Social Assistance (62), Child and Youth Services (62411)

SIC

Services-Social Services (8300), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Cash & Voucher Assistance (CVA) and Emergency Livelihood Support (BPAGAAAJ)

akta.pro secondary industry

Personal Care & ADL Assistance (bathing, dressing, toileting, mobility) (HLADAGAA)

Keywords

• Maternal support services
• Pregnancy counseling
• Social reintegration
• Shelter accommodation
• Teenage mother education

Headquarters

HQ city

Lisbon

HQ country

Portugal

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Donations from individuals and corporations: Financial donations from individuals and corporate donors. All donations benefit from fiscal incentives under Portuguese tax law. Accepts both monetary transfers (IBAN, Payshop, MBWAY) and donations in kind (clothing, hygiene products, food, toys).
2. IRS tax consignation (0.5%): Taxpayers can consign 0.5% of their IRS to Ajuda de Mãe using NIF 502617780. This represents a form of public funding through tax benefits.
3. Social enterprise services revenue: Services rendered by mothers in reintegration programs: 'Mães à Obra' (mailing, packaging, gift wrapping), 'Ajuda em Casa' (ironing, laundry, cleaning, catering, babysitting, elderly support), and 'By Ajuda de Mãe' (sustainable products). Revenue is directed to mothers for their sustainability.
4. Sponsorship programs (Padrinhos): Corporate sponsors can become 'Padrinhos de residências' to co-finance operational expenses of residences. Monthly sponsorship of €66 per mother supports Escola Móvel costs including internet, trainer, food, and transportation.
5. Social integration services: Ajuda de Mãe generates revenue through social enterprise activities including catering, cleaning services, babysitting, laundry, and ironing services provided by mothers in reintegration programs.

Pricing tiers

Distribution channels9 records

Marketing channels8 records

Core offering

Ajuda de Mãe is a non-profit social solidarity association (IPSS) providing comprehensive support services to pregnant women and new mothers in the Lisbon metropolitan area. Its core offerings include the SOS Grávida 24-hour telephone helpline, direct attendance services, psychological counseling, residential shelters for adult and adolescent pregnant women, the Escola de Mães school for teenage mothers, the Escola do Arco childcare centre, employment reintegration services (Mães à Obra, Ajuda em Casa, Emprega-te), and social enterprise products (By Ajuda de Mãe). All services are provided free of charge to beneficiaries.

Product overview

Ajuda de Mãe is a non-profit social solidarity association (IPSS) offering a comprehensive ecosystem of services for pregnant women and families. The core offering includes the SOS Grávida telephone helpline and direct attendance services, complemented by residential accommodation (Adult Residence, Adolescent Residence, Casa João Paulo II). Educational services encompass Escola de Mães for teenage mothers and Escola do Arco childcare center. The reintegration program includes Emprega-te job support, Mães à Obra work program, and Ajuda em Casa domestic services. Training covers sexuality education, pregnancy/parenting, and social/parental skills. Social enterprise products are sold through By Ajuda de Mãe. Specialized support includes breastfeeding assistance through Vamos Dar de Mamar and psychological services.

Differentiator

Problem solved

Functional benefit

Brands

• Mães à Obra: A service providing mothers with temporary work opportunities such as mailing handling, circular folding, labelling, gift wrapping, order execution, and event handling. The full amount raised is given to the mothers.
• By Ajuda de Mãe
• Ajuda em Casa
• SOS Grávida
• Escola de Mães
• Escola do Arco
• Vamos Dar de Mamar

Products and services

• SOS Grávida Anonymous and confidential telephone helpline providing information about pregnancy, sexuality, family planning, and emotional support to pregnant women and families. Available 9h-23h daily via numbers 21 386 20 20 and 808 20 11 39.
• Atendimento Direto Direct assistance service by specialized technicians for mothers and families during pregnancy and recent parenthood (babies up to 6 months), with needs assessment and social referral services. Provided free of charge at the Lisbon headquarters and regional offices.
• Gabinete de Psicologia Psychological support service for mothers and families during pregnancy and postpartum (babies up to 1 year), including psychological evaluation, counseling, parental guidance, and family/conjugal therapy.
• Residência para Grávidas Adultas Temporary residential accommodation for adult pregnant women with capacity for 8 residents, promoting autonomy, self-esteem, responsibility, and social and professional skills development.
• Residência para Grávidas Adolescentes Temporary residential accommodation for pregnant teenagers and their children with capacity for 6, providing a supportive environment for learning motherhood and school/professional reintegration.
• Casa João Paulo II Residential facility with capacity for 10 teenage mothers and their babies, enabling continued schooling and future autonomy with qualifications.
• Escola de Mães School qualification program for young pregnant women and mothers (ages 12-18) at risk of school abandonment, combining academic education with parental skills training. Operating September-July in Lisbon.
• Escola do Arco Integrated childcare and family support centre in Paço de Arcos offering creche (70 children), pre-school (20 children), and a training centre for families, supporting work-life balance.
• Formação - Sexualidade e Comportamentos Responsáveis Training sessions on sexuality and responsible behavior for schools and institutions, covering family planning, pregnancy, and sexually transmitted diseases.
• Formação - Gravidez e Parentalidade Workshops and courses on pregnancy and parenthood topics, including breastfeeding, baby care, and parenting skills.
• Formação - Competências Sociais e Parentais Social and parental skills training including 'Porque Somos Mães' course, 'Grupos Ser Mãe', and infant massage courses. Delivered under DGERT certification.
• Emprega-te Employment support service providing training in areas of lesser competence, CV development, and labour market integration facilitation for mothers.
• Mães à Obra Work workshop providing training for mothers to perform occasional services for companies and individuals including mailing, circular folding, labelling, gift wrapping, and order fulfillment. All revenue directed to participating mothers.
• Ajuda em Casa Company integrating women into the labour market in permanent domestic service positions including ironing, laundry, cleaning, catering, babysitting, and elderly support for private homes and companies.
• By Ajuda de Mãe Sub-brand selling sustainable products produced by mothers in the Mães à Obra project, including baskets of goods and textile products, promoting product reuse and combating food and textile waste.
• Vamos Dar de Mamar Breastfeeding promotion project located in Alcântara, Lisbon, in partnership with SOS Amamentação and DGS. Promotes, protects, and supports breastfeeding practice with the goal of 6-month exclusivity.
• Gabinetes de Atendimento Local assistance offices in Bairro 6 de Maio (Amadora), Apelação (Loures), Oeiras, Santarém, Queluz, and Odivelas providing localized direct support services to mothers and families on scheduled days and hours.

Quantifiable outcome

• 20,112 mothers accompanied by the organization
• +4 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• Câmara Municipal de OeirascoreStrategic or Co-development Partner · 1 January 2011Collaboration to create Escola do Arco in 2011, providing childcare and family support services. The municipal government contributed to the establishment and ongoing operations of the integrated creche and training center.
• Projeto P.A.R.E.S. (Ministério do Trabalho e Solidariedade Social)coreStrategic or Co-development Partner · 1 January 2011Partnership with the Ministry of Labour and Social Solidarity through the PARES project for the creation of Escola do Arco. Contributed to financing and regulatory support for the childcare facility.
• Associação SOS AmamentaçãocoreStrategic or Co-development PartnerPartnership for the 'Vamos Dar de Mamar' project, jointly promoting, protecting, and supporting breastfeeding among families and healthcare professionals. The project aims to increase breastfeeding rates during the first month of life and achieve 6-month exclusivity.
• Direção-Geral da Saúde (DGS)coreStrategic or Co-development PartnerGovernment health authority supporting the 'Vamos Dar de Mamar' breastfeeding project. Provides institutional backing and aligns with national health policies on maternal and child health.
• C.D.S. Social Lisboa (Centro Distrital de Solidariedade Social de Lisboa)coreStrategic or Co-development PartnerCooperation agreement for shelter residences. CDS Social Lisboa provides operational support and funding for the Residence for Adolescent Pregnant Women (6 capacity) and Residence for Adult Pregnant Women (8 capacity).
• Santa Casa da Misericórdia de OeirasmajorStrategic or Co-development PartnerPartnership for Casa João Paulo II, contributing to the maintenance and support of the residence for young mothers and their children.
• Escola Secundária de Fonseca BenevidesminorStrategic or Co-development PartnerEducational partnership supporting the Escola de Mães program for adolescent mothers, providing complementary educational resources and academic recognition.
• Junta de Freguesia de Campo de OuriqueminorStrategic or Co-development PartnerLocal parish council supporting the Escola de Mães program through community partnerships.
• Câmara Municipal de OdivelasminorStrategic or Co-development PartnerMunicipal government partner supporting the Gabinete de Atendimento in Odivelas, opened in 2016.

Scale indicators11 records

Recent moves11 records

Expansion highlights8 records

Regional players

• March of Dimes: US-based organization focused on maternal and infant health, including support for pregnant women and adolescent mothers. Comparable in mission and lifecycle stage of focus, but operates in the US rather than Portugal.

Direct peers

• Cáritas Portuguesa: Portuguese Catholic social-services confederation delivering support for vulnerable families, women, and youth through shelters, training, and reintegration programs nationwide. Highly comparable as a nonprofit providing cradle-to-independence support.
• Santa Casa da Misericórdia de Lisboa: Largest Portuguese social services nonprofit operating in Lisbon, providing residential care, social assistance, training, and reintegration services for vulnerable populations including women, families, and the elderly. Directly comparable in mission, service breadth, and Portuguese social-services context.
• APAV - Associação Portuguesa de Apoio à Vítima: Portuguese NGO providing direct support to vulnerable women (including domestic violence and trafficking victims) through shelters, helplines, psychological care, and reintegration programs. Directly comparable in mission and service model.
• Fundação do Gil: Portuguese nonprofit supporting children and families in vulnerable situations through residential care, family reintegration, and education. Comparable in targeting vulnerable mothers and children and providing residential + social support.

Emerging players

• Associação Conversa Amiga: Portuguese emotional-support helpline focused on loneliness, anxiety, and crisis intervention for vulnerable adults. Directly comparable to SOS Grávida as a Lisbon-based helpline serving vulnerable populations.

Broad incumbents

• Cruz Vermelha Portuguesa: Portuguese Red Cross delivering humanitarian and social services including vulnerable-population support, health programs, and youth services. Comparable in scale and breadth but covers a much wider service portfolio.
• AMI - Assistência Médica Internacional: Portuguese humanitarian NGO providing healthcare and social support to vulnerable populations domestically and internationally. Comparable as a Lisbon-headquartered nonprofit serving vulnerable families.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ajuda_de_mae
• Facebookfacebook.com/Ajudademae1
• Instagraminstagram.com/ajudademae1991
• LinkedInlinkedin.com/company/ajuda-de-m%C3%A3e

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Ajuda de Mãe