MamaDoc

What MamaDoc does

MamaDoc is a UK-based registered Community Interest Company (CIC) headquartered in Leicester that supports Black and Brown migrant parents through pregnancy, birth, and early parenting. Founded in 2022 by NHS GPs Dr Yusuf Shittu (CEO) and Dr Nimah Oyeniyi-Shittu (CMO), both Nigerian migrants who experienced firsthand the challenges of navigating UK maternal healthcare without extended family support, the company delivers expert-led programs combining clinical credibility with lived experience as migrant parents. The team comprises eight people including a Community & Partnerships Manager, with no disclosed external investors or funding rounds, consistent with a bootstrapped social enterprise model.

The company's core offerings include quarterly in-person Birth Readiness Classes, Birth Workshops, Virtual Antenatal & Postnatal Support (including one-on-one birth planning sessions), and the Black & Brown Birth Chronicles community program. Underlying technology is an expert-led digital education platform distributing health content through blog posts, podcasts (the 'On Becoming Parents' podcast), and downloadable eBooks covering newborn care, birth planning, pregnancy in the UK, feeding and nutrition, fertility, and nursery selection. Distribution combines direct in-person events, virtual self-serve resources, and community-led channels (WhatsApp, Facebook, Instagram).

The business model is a hybrid of paid professional services (classes, workshops, and consultations classified as 'professional_services') and freemium digital resources designed to capture top-of-funnel interest and convert users into paid programs. GTM is community-led: MamaDoc cultivates a WhatsApp community and social media following, supported by endorsements from established UK maternal health charities including Tommy\'s, Bliss, NCT, Mama Academy, For Baby\'s Sake, Essential Baby, and the Maternal Medicine Society. Pricing is not publicly disclosed; revenue figures are not disclosed. The company operates primarily within the UK with digital resources theoretically accessible globally.

Name

MamaDoc

Legal name

MamaDoc

Website

https://mamadoc.co.uk

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

MamaDoc is a UK Community Interest Company that delivers expert-led maternal health programs, classes, and digital resources for Black and Brown migrant parents navigating pregnancy, birth, and early parenting.

Ownership category

akta.pro rank

Product category

Maternal Health Education and Support

NAICS

Educational Services (61), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Maternal, Child & Family Health Organizations (BPAGACAF)

akta.pro secondary industries

Mental Health & Infant/Early Childhood Consultation (0–5) (EDACAFAO), Postpartum Newborn Care & Parent Education (NCS) (HSAAACAA)

Keywords

• Maternal health education
• Antenatal support services
• Migrant parent support
• Postnatal care programs
• Community health resources

Headquarters

HQ city

Leicester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Birth Readiness Classes: Quarterly in-person and potentially virtual classes providing expert-led childbirth preparation education for migrant parents.
2. Birth Workshops: In-person workshops providing clarity on pregnancy and childbirth issues with access to postpartum resources.
3. One-on-One Birth Planning Sessions: Personalized birth planning consultations with healthcare professionals.
4. Digital Resources and eBooks: Free downloadable educational content including guides on newborn care, birth planning, pregnancy in the UK, feeding and nutrition, and finding nursery care.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

MamaDoc provides expert-led maternal health education and support programs for Black and Brown migrant parents in the UK through pregnancy, birth, and early parenting. Its offerings include quarterly Birth Readiness Classes, in-person Birth Workshops, Virtual Antenatal & Postnatal Support including one-on-one birth planning sessions, the Black & Brown Birth Chronicles community program, the "On Becoming Parents" podcast, and free downloadable eBooks on topics such as newborn care, birth planning, pregnancy in the UK, feeding and nutrition, and finding nursery care.

Product overview

MamaDoc is a community-focused platform offering expert-led programs and resources for Black and Brown migrant parents through pregnancy, birth, and early parenting. The core offerings include Birth Readiness Classes (quarterly workshops led by healthcare professionals who are also parents), Birth Workshops (in-person sessions on pregnancy and childbirth), Virtual Antenatal & Postnatal Support, and the Black & Brown Birth Chronicles program. The platform also distributes educational content through the 'On Becoming Parents' podcast and provides free downloadable eBooks covering topics from newborn care to pregnancy guidance in the UK. The programs are co-designed with input from the community and delivered by healthcare professionals with lived experience as migrant parents.

Differentiator

Problem solved

Functional benefit

Products and services

• Birth Readiness Classes Quarterly expert-led classes designed to prepare migrant parents for childbirth, delivered by family doctors, midwives, and gynaecologists who are also parents themselves. Targeted at Black and Brown migrant parents in the UK seeking culturally competent childbirth preparation.
• Birth Workshops In-person workshops that help parents gain clarity on pregnancy and childbirth issues and provide access to postpartum resources. Targeted at Black and Brown migrant parents in the UK.
• Virtual Antenatal & Postnatal Support Ongoing virtual support for migrant parents navigating early parenting, including one-on-one birth planning sessions with healthcare professionals and postpartum guidance. Delivered remotely across the UK.
• Black & Brown Birth Chronicles A safe-space program for sharing and learning from real experiences of pregnancy, birth, and parenting within the Black and Brown migrant community. Available through a waitlist on the MamaDoc website.
• One-on-One Birth Planning Sessions Personalized birth planning consultations with healthcare professionals, providing individualized childbirth preparation guidance for migrant parents.
• Free Educational eBooks Collection of free downloadable guides including How To Care For Your Newborn, Birth Planning Made Easy!, A Guide To Pregnancy In The UK, Feeding & Nutrition 0-6 Months, Finding Nursery in the UK, and Guide for Couples Trying to Conceive. Distributed globally via the MamaDoc website.
• On Becoming Parents Podcast A podcast series covering topics related to pregnancy, birth, and parenting journeys, distributed via pod.link/1729584772. Targeted at expectant and new parents in the migrant community.

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor.

• Tommy'sminorStrategic or Co-development PartnerCharitable organization providing pregnancy information and support. Listed in MamaDoc's 'Supported By' section indicating collaborative relationship in supporting expectant parents.
• BlissminorStrategic or Co-development PartnerUK charity working to give babies born premature or sick the best possible start in life. Partnered with MamaDoc to support migrant parents.
• Essential BabyminorStrategic or Co-development PartnerBaby product brand supporting parents. Listed as part of MamaDoc's support network.
• For Baby's SakeminorStrategic or Co-development PartnerCharitable organization working to break cycles of trauma for families. Partnership supports MamaDoc's mission to serve migrant parents.
• Mama AcademyminorStrategic or Co-development PartnerUK charity providing maternity information and support to help more babies be born healthy. Collaborative partner in MamaDoc's ecosystem.
• NCT (National Childbirth Trust)minorStrategic or Co-development PartnerUK's largest parenting charity providing support and information for expectant and new parents. Partnership supports MamaDoc's community building efforts.
• MaMS (Maternal Medicine Society)minorStrategic or Co-development PartnerMedical society supporting maternal healthcare. Listed in MamaDoc's support network section.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Tommy's: UK's leading pregnancy charity funding research and providing pregnancy health information. Broader incumbent in maternal health that overlaps with MamaDoc's pregnancy information and support mission but operates at national scale across all demographics, with research and policy capabilities MamaDoc lacks.

Regional players

• Black Mamas Matter Alliance: US-based alliance advancing Black maternal health through research, policy, and community-driven programs. Highly comparable mission addressing Black maternal health inequities with community-centred support, though operates in the US rather than the UK.

Direct peers

• Five X More: UK charity specifically focused on addressing Black maternal health disparities through advocacy, resources, and community support. Directly comparable mission and target audience to MamaDoc, both tackling cultural competency gaps in UK maternal care for Black women.
• PANDAS Foundation: UK charity supporting parents experiencing pre- and postnatal mental health conditions. Comparable as a UK-based support organisation addressing maternal mental wellbeing, which overlaps with MamaDoc's postpartum mental health support component for migrant parents.
• Mama Academy: UK charity providing maternity information and support to help more babies be born healthy. Comparable as a smaller pregnancy information and support charity serving expectant parents in the UK, with overlapping educational resource distribution model.
• NCT (National Childbirth Trust): UK's largest parenting charity offering antenatal classes, postnatal support, and parent education. Directly comparable as both deliver expert-led parent education across pregnancy, birth, and early parenting in the UK, though NCT serves a much broader population at national scale.
• The Motherhood Group: UK social enterprise supporting Black mothers through storytelling, community, and resources. Directly comparable as a community-led platform serving Black mothers in the UK with peer support and educational content during pregnancy and early motherhood.
• Birthrights: UK charity protecting human rights in childbirth, particularly for marginalised groups. Directly comparable as it serves migrant and Black women in UK maternity settings and provides culturally aware support resources addressing disparities MamaDoc also targets.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/askmamadoc
• Instagraminstagram.com/askmamadoc
• LinkedInlinkedin.com/company/neo-childcare

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 MamaDoc