Maternal and Infant Wellbeing Melbourne

What Maternal and Infant Wellbeing Melbourne does

Maternal and Infant Wellbeing Melbourne (MIWM) is a boutique, founder-owned multidisciplinary healthcare clinic headquartered at Suite 2 Level 6, 369 Royal Parade, Parkville, Victoria, Australia. Founded by Dr. Amber Hart, a GP and IBCLC-certified lactation consultant, the clinic specialises in perinatal and infant care and operates under a direct-to-consumer model with services delivered in person, via telehealth, and (in select cases) through home visits. Patient acquisition is driven through the clinic website, HealthEngine bookings, content marketing (blog, newsletter, social media), community events, classes, and word-of-mouth referrals from the practitioner network.

MIWM's offering spans general practice (women's and children's health), specialist consultations (lactation, sleep and settling, perinatal mental health), allied health (physiotherapy, osteopathy, dietetics), immunisations, IV infusions, babywearing education, day spa treatments, and an Australian-first Breastfeeding Day Stay Facility. Services are exposed to consumers as individual billable consultations and as bundled packages (the Soothe Package, Pregnancy Wellbeing Package at A$1,254, and Platinum Pregnancy Package at A$3,279), with most medical consultations attracting Medicare rebates. The clinic is privately held, generates revenue from professional services and one-time package purchases, supplements income through room hire and gift vouchers, and operates without disclosed external funding, proprietary technology, or digital products beyond third-party booking, payment, and clinical integrations.

Name

Maternal and Infant Wellbeing Melbourne

Legal name

Maternal and Infant Wellbeing Melbourne

Website

https://miwm.com.au

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Maternal and Infant Wellbeing Melbourne is a boutique, founder-owned multidisciplinary clinic in Parkville, Victoria providing perinatal, infant, and women's health services including GP, lactation, allied health, and day spa care to expectant and new families.

Ownership category

akta.pro rank

Product category

Maternal and Infant Healthcare Services

NAICS

Ambulatory Health Care Services (621)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Maternal-Fetal Medicine (High-Risk Pregnancy) Centers (HLAFAJAB)

akta.pro secondary industries

Prenatal & Postnatal Spa Body Treatments (HSALAFAL), Medical Nutrition Therapy (Registered Dietitian) (HSADAFAE)

Keywords

• Maternal healthcare services
• Infant feeding support
• Perinatal wellbeing care
• Breastfeeding medicine
• Allied health therapies

Headquarters

HQ city

Parkville

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Medical Consultations: Revenue from GP consultations, paediatrician appointments, psychology sessions, and allied health services including physiotherapy, osteopathy, dietetics, and massage therapy. Most services attract Medicare rebates.
2. Care Packages: Bundled pregnancy and postpartum care packages including the Soothe Package for unsettled babies, Pregnancy Wellbeing Package ($1254), and Platinum Pregnancy Package ($3279).
3. Day Spa Services: Revenue from pregnancy massage, postnatal massage, baby massage, lymphatic drainage, facials, and hot stone massage services.
4. Classes and Workshops: Revenue from antenatal classes, prenatal yoga, postnatal yoga, infant massage classes, first aid courses, and educational masterclasses like Thriving with Solids.
5. Gift Vouchers: Sale of gift vouchers for services, popular as baby shower gifts.
6. Room Hire: Revenue from hiring multipurpose rooms to other practitioners and educators for events, workshops, and classes.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

MIWM is a multidisciplinary maternal and infant healthcare clinic in Parkville, Melbourne, providing GP and paediatric consultations, allied health services (physiotherapy, osteopathy, dietetics), perinatal psychology, breastfeeding and sleep/settling support, immunisations, IV iron infusions, babywearing education, day spa treatments, and antenatal/postnatal classes. Care is delivered through bundled packages (Soothe, Pregnancy Wellbeing, Platinum Pregnancy) and signature experiences (Day Stay, GTT Experience) in a purpose-built wellness facility.

Product overview

Maternal and Infant Wellbeing Melbourne is a boutique multidisciplinary healthcare clinic offering a comprehensive suite of maternal, infant, and women's health services. The clinic provides GP consultations (including breastfeeding medicine and infant sleep specialists), allied health services (physiotherapy, osteopathy, dietetics), mental health support (perinatal psychology), and complementary services (day spa, baby wearing, classes). Key named packages include The Soothe Package for unsettled babies, The Pregnancy Wellbeing Package for antenatal care, and The Platinum Pregnancy Package spanning pregnancy through postnatal recovery. The clinic also offers distinctive experiences including The Day Stay Experience (full-day retreat with feeding and spa services) and The GTT Experience (glucose tolerance testing with pampering). Services are coordinated through a multidisciplinary team model with practitioners collaborating to support families holistically.

Differentiator

Problem solved

Functional benefit

Products and services

• Breastfeeding Support Lactation consulting services including infant feeding assessments, breastfeeding technique support, and tongue tie treatment, provided by IBCLC-certified practitioners to expectant and new mothers.
• Sleep and Settling Support Paediatric sleep and development consultations helping parents understand infant sleep biology, manage settling challenges, and develop realistic expectations.
• Women's and Children's Health GP Services General practice services specialising in women's health, maternal care, children's health, and family medicine with antenatal and postnatal expertise.
• IV Fluid and Iron Infusions Intravenous therapy services including iron infusions and hydration treatments for patients with anaemia or nutrient deficiencies.
• Immunisations Vaccination services including National Immunisation Program childhood vaccines, antenatal vaccines (influenza, pertussis, RSV), and private influenza vaccinations.
• Dietetics Paediatric and women's health dietitian services covering allergy management, fussy eating, feeding therapy, eating disorders, and maternal nutrition.
• Physiotherapy Women's health and pelvic floor physiotherapy, and paediatric physiotherapy for developmental delays, plagiocephaly, and torticollis.
• Osteopathy Women's health and paediatric osteopathic care for prenatal and postnatal patients, including treatment for pelvic girdle pain and infant feeding challenges.
• Perinatal Psychology Mental health services for perinatal individuals and couples covering antenatal and postnatal anxiety, depression, birth trauma, fertility challenges, and parent-infant bonding.
• Baby Wearing Consultations Babywearing education and consultations with certified educators providing guidance on safe positioning, ergonomic carrier selection, and hip development.
• Day Spa Services Pregnancy and postnatal massage services including Mummy and Me massage, remedial and relaxation massage, lymphatic drainage, hot stone therapy, and natural facials.
• Antenatal and Postnatal Classes Educational classes including breastfeeding preparation, prenatal yoga, birth preparation, infant massage, and first aid courses.
• The Soothe Package Multi-service package for unsettled babies including GP consultation, paediatrician assessment, dietitian consultation, mental wellbeing session, massage, sleep and settling consultation, and complimentary sensory play class.
• The Pregnancy Wellbeing Package

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Eight partnerships are on record, tiered minor.

• Rhythm First AidminorGTM or Marketing PartnerRhythm First Aid delivers infant and child first aid courses at MIWM, providing educational workshops on CPR, choking, anaphylaxis, asthma, and emergency situations. Sessions are facilitated by experienced paediatric emergency nurses.
• Women's Obstetrics & Gynaecology SpecialistsminorStrategic or Co-development PartnerObstetrics and gynaecology specialist referral partner for patients requiring specialist obstetric care alongside MIWM's GP and allied health services.
• Frances Perry HouseminorStrategic or Co-development PartnerPrivate maternity hospital partnership for shared care arrangements, allowing patients to receive MIWM services alongside private obstetric care at Frances Perry House.
• NourishyminorGTM or Marketing PartnerNutrition and wellness brand providing products or services to MIWM patients, aligned with maternal and infant health focus.
• PerdaysminorGTM or Marketing PartnerPerinatal supplement brand partnership making products available to patients through MIWM's curated in-clinic offering.
• Muka PortraitsminorGTM or Marketing PartnerPortrait photography service for families, offering photography sessions potentially at MIWM or as a referral for patients.
• The MemominorGTM or Marketing PartnerParenting and family resource platform partnership for content collaboration or referrals.
• IntimominorGTM or Marketing PartnerBra fitting pop-up events held at MIWM, offering personalised fittings for pregnancy and postpartum women. Hosted multiple sessions in 2025-2026.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Others

• HealthEngine: Australia's largest healthcare booking and patient-acquisition platform and MIWM's existing booking integration partner. Adjacent ecosystem participant — not a clinical peer but a key channel dependency for MIWM's direct-to-consumer patient acquisition.
• The Bub Hub: Australian online community and resource hub for expecting and new parents. Adjacent rather than directly competitive — shares MIWM's customer segment but operates as a media/community platform rather than a clinical service provider.
• BellyBelly: Long-established Australian parenting and pregnancy information site with associated directories and content. Not a direct clinical peer but reaches the same target audience and competes for top-of-funnel organic attention in the Australian maternity content market.

Broad incumbents

• Royal Women's Hospital: Major public tertiary hospital in Melbourne providing comprehensive maternity, neonatal, and women's health services. The dominant incumbent in the Melbourne maternal-health market against which MIWM positions its premium, boutique, experience-led offering.
• Frances Perry House: Private maternity hospital in Melbourne and an existing MIWM partnership partner. Provides obstetric, neonatal, and inpatient postnatal services that overlap with MIWM's outpatient offering but at a larger scale and facility-based model.

Direct peers

• Karitane: NSW Health-affiliated provider of parenting and child health services including residential day-stay units, virtual care, and outpatient programs for families with infants and toddlers. Closest public-sector analogue to MIWM's multidisciplinary day-stay model.
• Tresillian Family Care Centres: Major NSW-based providers of early childhood and parenting support services including day-stay residential and ambulatory programs for families with infants and young children. Directly comparable in service mix (lactation, sleep, settling, perinatal mental health) though publicly funded and state-anchored.
• Possums & Co. Australian private clinic and clinic-based education provider offering neuroprotective developmental care, lactation, and infant sleep support. Operates a similar boutique, evidence-based, multidisciplinary model to MIWM from a small team footprint.

Emerging players

• Manageable: Australian postpartum and maternal mental health platform offering digital and in-person support. Comparable focus on the maternal wellbeing consumer segment; partial overlap in target customer but a different delivery model (app/D2C vs. clinic-based).
• Origin Family-Centred Care: Australia-based private midwifery and lactation service offering home visits and clinic-based postpartum care. Comparable niche focus on maternal and infant wellbeing with similar service scope but constrained geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/maternal-and-infant-wellbeing-melbourne

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Maternal and Infant Wellbeing Melbourne