Bel & Mums

What Bel & Mums does

Bel & Mums is a Madrid-based maternity and early-childhood care services company founded in 2016 by Belén Chocano, a London-trained midwife and Spanish pediatric nurse. The company operates as Bel & Mums Maternity SL, a privately held Spanish limited company with no external funding. It delivers a comprehensive suite of ~15 services spanning prenatal preparation, hypnobirthing, breastfeeding support (including tongue-tie detection and cutting), postnatal home visits, sleep training, maternity physiotherapy, at-home pediatrician visits, child psychology, ear piercing, and pediatric first aid training. Services are delivered across three modalities: at-home visits throughout the Madrid metropolitan area (structured by M-30, M-40, M-50 zones with travel surcharges), in-person at its Madrid center on Calle de Ponzano 18, and online via video consultation. Bilingual delivery (Spanish and English) is a core operating capability, serving both Spanish-speaking families and the English-speaking expat community in Madrid.

The business runs a direct-to-consumer professional services model with per-service or per-pack pricing ranging from €49 (group first aid course) to €840 (20-day postnatal care pack). A modest digital product line — downloadable hypnobirthing meditation audio recordings priced at €7.99-€12.99 — extends the brand beyond clinical labor hours and provides marginal-margin scalability. Customer acquisition relies on a bilingual website (belandmums.com), dual Instagram accounts targeting each language segment, Facebook, and word-of-mouth amplified by a 4.9-star Google rating across 971+ reviews. Reimbursement agreements with 15+ Spanish health insurers (covering up to 90% of fees) materially reduce out-of-pocket cost for clients. Operational scale is small (~5 core staff plus contracted clinicians) and geographically concentrated in Madrid, with online services available remotely.

Cumulatively, the company reports serving thousands of families across its service lines, including 1,257 prenatal course completions, 2,345 sleep-trained babies, 4,415 ear piercings, 2,044 first-aid-trained adults, and 1,210 successful breastfeeding consultations. No revenue figures are publicly disclosed, and the company has no known funding rounds, parent company, or M&A activity.

Name

Bel & Mums

Legal name

Bel & Mums Maternity SL

Website

https://belandmums.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Bel & Mums is a Madrid-based, bilingual (Spanish/English) maternity services company offering prenatal courses, hypnobirthing, breastfeeding support, sleep training, postnatal care, and at-home pediatric visits, primarily targeting expat and local families in the Madrid metropolitan area.

Ownership category

akta.pro rank

Product category

Maternal and Child Healthcare Services

NAICS

Child Care Services (6244), Child Care Services (62441)

SIC

Services-Home Health Care Services (8082), Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Postpartum Newborn Care & Parent Education (NCS) (HSAAACAA)

akta.pro secondary industries

Lactation, Postpartum & Perinatal Support Services (HLAFAJAN), Midwifery & Birth Centers (HLAFAJAC), Maternal/Newborn & Postpartum Skilled Home Visits (HSABACAK)

Keywords

• Maternity services
• Prenatal education
• Postnatal care
• Sleep consulting
• Breastfeeding support

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Professional Services - Consultations: One-on-one and group consultations with midwives, pediatric nurses, sleep consultants, psychologists, and pediatricians. Includes prenatal consultations, postnatal care, breastfeeding support, sleep training, and childcare psychology services.
2. Educational Courses: In-person and online courses including prenatal preparation, hypnobirthing, first aid for babies and children, breathing and pushing workshops. Offered in Spanish and English.
3. Product Sales: Sale of hypnobirthing meditation audio recordings (Pregnancy Preparation at €7.99, Labor at €7.99, Combined at €12.99)
4. Procedural Services: At-home procedures including ear piercing performed by midwives, pediatrician visits at home, physiotherapy sessions

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Bel & Mums is a Madrid-based maternity services company providing prenatal preparation, hypnobirthing, breastfeeding support, postnatal home visits, infant sleep training, maternity physiotherapy, pediatrician home visits, first aid courses, child psychology consultations, and ear piercing services. Services are delivered at-home, online, or at their Madrid center in both Spanish and English, with a strong focus on the English-speaking expat community.

Product overview

Bel & Mums is a maternity services company offering a comprehensive suite of prenatal, postnatal, and early childhood care services in Madrid. The core offering includes childbirth preparation courses (Prenatal Course, Hypnobirthing), breastfeeding support with both consultations and online courses, postnatal home visits by midwives, and sleep training programs for infants. Additional services encompass maternity physiotherapy, pediatrician visits, first aid training, child psychology consultations, ear piercing, and respiratory/pushing workshops. The company also sells digital hypnobirthing meditation products and operates a shop for equipment rentals and gifts. Services are available in both Spanish and English, with at-home, online, and in-person delivery options. The business operates primarily in Madrid, Spain, with a focus on serving the expat community.

Differentiator

Problem solved

Functional benefit

Products and services

• Prenatal Course (Preparación al Parto) In-person or online childbirth preparation course taught by experienced English-speaking midwives, covering labor stages, pain management, pushing techniques, newborn care, and postpartum recovery. Includes theoretical and practical sessions.
• Hypnobirthing Course (Hipnoparto) Natural childbirth preparation course teaching relaxation, breathing, visualization, and comfort techniques to reduce labor pain and fear. Includes hypnobirthing meditation audio downloads.
• Breastfeeding Support (Consultoría de Lactancia) Lactation consultations at home or online with trained midwives, including detection and cutting of sublingual frenulum (tongue-tie). Also includes an online breastfeeding course with 10 video lessons.
• Postnatal Care Pack (Pack Postparto) Home postnatal visits by midwives during the first 10 or 20 days after birth, including mother and baby health checkups, breastfeeding support, and recovery guidance.
• Maternity Physiotherapy (Fisioterapia de Maternidad) Specialized physiotherapy during pregnancy and postpartum for pelvic floor recovery, abdominal rehabilitation, perineal massage, and safe exercise programming.
• Midwife Consultation (Consulta Matrona) Private midwife consultations during pregnancy to discuss birth planning, hospital selection, Spanish healthcare system guidance, and address pregnancy-related concerns.
• Sleep Training (Consultoría de Sueño) Personalized infant sleep training programs for babies 5 months to 5 years, with 2-week follow-up plans achieving 97-98% success rates. Includes consultation sessions for younger babies.
• First Aid Course (Curso de Primeros Auxilios) Theoretical-practical first aid course for babies and children covering choking, CPR, burns, seizures, drowning, and other emergencies.
• Ear Piercing at Home (Puesta de Pendientes a Domicilio) Midwife-performed ear piercing service at home for newborns and children up to 10 years, using sterile technique and hypoallergenic earrings with optional local anesthetic.
• Paediatrician at Home (Pediatra a Domicilio) Home pediatric consultations by experienced pediatricians for newborn checkups, health monitoring, and addressing parental concerns without exposure to hospital germs.
• Child Psychology Consultation (Asesoría de Crianza/Psicología Infantil) Child psychology consultations for babies and children aged 0-4 years addressing behavioral issues, emotional development, tantrums, potty training, and parenting support.
• Shop & Rentals Equipment rental and product sales for maternity and baby care needs.
• Gift Bel & Mums (Regala Bel & Mums) Gift cards for any Bel & Mums service, delivered as digital cards that can be sent or printed.
• Hypnobirthing Meditation Audios Downloadable guided meditation audio tracks for pregnancy and childbirth preparation, created in collaboration with La Voz de la Maternidad perinatal psychologist.
• Breathing and Pushing Workshop (Respiración y Pujos) Online or in-person workshop teaching breathing techniques and effective pushing methods for labor, including epidural and non-epidural guidance.

Quantifiable outcome

• 97-98% success rate in sleep training with 2-week follow-up
• +3 more outcomes

Named customers7 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

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• La Voz de la MaternidadminorStrategic or Co-development PartnerCollaboration with perinatal psychologist La Voz de la Maternidad to create and produce hypnobirthing meditation audio recordings. Joint development of pregnancy and labor meditation guides sold through Bel & Mums website.
• Insurance Reimbursement Partners (Adeslas, AEGON, Agrupacio-Mutua, Allianz, ASEFA, Asisa, AXA, Cigna, DKV, FIATC, Generali, Mapfre, Plus Ultra, RACC, Sanitas)minorOthersHealth insurance companies offering reimbursement policies that cover Bel & Mums services (up to 90% of cost) for clients with appropriate insurance coverage. Services include physiotherapy, midwife consultations, pediatric visits, and courses.

Scale indicators15 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Motherly: Digital motherhood platform combining content, courses, and e-commerce for expectant and new mothers. Overlaps with Bel & Mums' educational courses and digital product strategy; primarily content-driven rather than clinical.
• Cleo: B2B parental benefits platform offering virtual maternity care, lactation consultants, and return-to-work support through employer partnerships. Compares to Bel & Mums in service menu and target demographic but monetizes through employers rather than DTC.
• Huckleberry: App-based baby sleep tracker and sleep consultant booking platform. Closest comparable on the infant sleep training service line, with similar success-rate-driven positioning and DTC consultation model.

Direct peers

• Tinyhood: Online marketplace for parent and baby classes (sleep, childbirth, breastfeeding, first aid) with live instructors. Comparable in productized course format and target parent segments, though US-focused and not offering at-home clinical services.
• Expectful: Subscription app offering guided meditation, hypnobirthing, and mental wellness content for pregnancy and postpartum. Directly comparable to Bel & Mums' digital hypnobirthing meditations and self-paced online courses.
• Mummy & Baby Centre Madrid: Madrid-based maternity and baby services center offering prenatal courses, lactation support, baby massage, and bilingual classes. Most direct comparable to Bel & Mums in scope, expat focus, and Spanish-language operations.

Broad incumbents

• BabyCenter: Global pregnancy and parenting platform with content, tools, and ecommerce. Comparable in target audience and content-led acquisition strategy; lacks clinical service delivery but dominates SEO in the maternity category.
• Mumsnet: UK-based parenting community and reviews platform with deep influence among English-speaking parents. Overlaps with Bel & Mums' expat-targeting strategy and community-building approach, though it is content-led rather than service-delivery.
• Maven Clinic: Digital women's and family health platform offering virtual maternity care, lactation consultants, sleep support, and pediatric experts. Overlaps with Bel & Mums' online consultation and specialist-matching model but operates at venture scale via employer contracts.
• Sanitas Maternity (Bupa): Major Spanish private health insurer and provider with bundled maternity programs including prenatal education, lactation support, and postpartum home visits. Represents the established hospital-insurer ecosystem that competes for the same insured families in Spain.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/belandmumsinmadrid
• Instagraminstagram.com/belandmums.madrid
• LinkedInlinkedin.com/company/belandmums

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Bel & Mums