The Positive Birth Company

What The Positive Birth Company does

The Positive Birth Company is a UK-based private limited company founded in 2016 by Siobhan Miller that provides digital education products focused on pregnancy, childbirth, and early parenting. The company's core offering is a portfolio of self-serve online courses — the Hypnobirthing Pack (12-week flagship course), Pregnancy Pack, Postpartum Pack, and Early Years Pack — covering the parenthood journey from conception to age 3. These courses are delivered through the Teachable platform with lifetime or 12-month access options and a payment plan (50% upfront, 50% one month later). The proprietary Freya mobile app — the world's first hypnobirthing-friendly surge (contraction) timer and virtual birth partner — coaches users through contractions with breathing techniques, affirmations, and visualizations, available in 6 languages on iOS and Android. Physical products including affirmation cards, the PBC Birth Comb, and the bestselling book 'Make Your Birth Better' (100,000+ copies sold in 5 languages) supplement the digital portfolio.

The business operates primarily as product-led growth combined with community-led engagement: customers purchase directly via the website, Apple App Store, or Google Play Store with a 14-day money-back guarantee, while a large private Facebook group, blog, podcast ('Up The Duff'), and annual PBC Awards sustain engagement and organic acquisition. The company has reached over 1 million people globally with a lean team of 7 employees. Customer segments include expectant parents (primary), new parents, LGBTQIA+ families, and — through a newer B2B initiative — NHS healthcare professionals via the 'Closing the Gap' workshop distributed in partnership with South West AHSN and the Royal College of Midwives. Additional revenue streams include book sales and merchandise. The company achieved B Corp certification in 2022 and contributes to anti-racism and LGBTQ+ inclusion initiatives in maternal care. No external funding rounds or institutional investors are disclosed; growth has been entirely organic and founder-financed.

Underlying technology is intentionally lightweight: the website runs on Squarespace, courses are hosted on Teachable, the Freya app operates on standard iOS/Android infrastructure, and the company uses Google Analytics for measurement. All content delivery, payment processing, and account management are handled by third-party platforms, meaning the company's intellectual property resides primarily in its content library, brand, and community rather than in proprietary technical infrastructure.

Name

The Positive Birth Company

Legal name

The Positive Birth Company Ltd

Website

https://thepositivebirthcompany.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

The Positive Birth Company is a UK-based digital education company founded in 2016 that sells self-serve online hypnobirthing and parenting courses, the Freya mobile app, and physical products (books, affirmation cards, birth comb) to expectant parents globally, with supplementary B2B training for NHS healthcare professionals.

Ownership category

akta.pro rank

Product category

Maternity and Parenting Education

NAICS

Educational Services (61), Educational Support Services (61171)

SIC

Services-Educational Services (8200), Services-Prepackaged Software (7372)

akta.pro primary industry

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

akta.pro secondary industry

Family Engagement & Take-Home Learning Materials (Home Packs, Parent Guides) (EDACAJAL)

Keywords

• Hypnobirthing education
• Prenatal digital courses
• Postpartum support services
• Maternity education platform
• Birth preparation app

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Digital Courses: Sale of online hypnobirthing and parenting courses through the website. Courses include The Hypnobirthing Pack, The Postpartum Pack, The Pregnancy Pack, and The Early Years Pack. Lifetime access or 12-month access models.
2. Freya App: Mobile application available for purchase on Apple App Store and Google Play Store. Surge timer and virtual birth partner for hypnobirthing.
3. Merchandise: Sale of physical products including affirmation cards, birth comb, and the book 'Make Your Birth Better'.
4. Book Sales: Siobhan Miller's bestselling book 'Hypnobirthing: Practical Ways to Make Your Birth Better' has been translated into five languages and sold more than 100,000 copies worldwide.
5. Payment Plans: Payment plan option where 50% is charged upfront and 50% collected one month after enrollment, enabling broader customer accessibility.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Positive Birth Company sells expert-led digital courses covering pregnancy, birth, and early parenting (Hypnobirthing Pack, Pregnancy Pack, Postpartum Pack, Early Years Pack) alongside the proprietary Freya mobile app, which functions as a hypnobirthing-friendly surge (contraction) timer and virtual birth partner. Course access is delivered through the Teachable platform with lifetime or 12-month access, supported by an in-house e-commerce shop for physical products including affirmation cards, the PBC Birth Comb, and founder Siobhan Miller's bestselling book.

Product overview

The Positive Birth Company offers a portfolio of digital courses focused on pregnancy, birth, and early parenting education. The core product is the Hypnobirthing Pack (Digital Pack), a comprehensive 12-week online course supplemented by the Pregnancy Pack (conception to birth), Postpartum Pack (birth to 12 weeks), and Early Years Pack (12 weeks to 3 years). The company also offers the Freya mobile app for surge timing and birth support, available in 6 languages. Physical products include the 'Make Your Birth Better' book (100,000+ copies sold), affirmation cards, and the PBC Birth Comb. For healthcare professionals, the company provides the 'Closing the Gap' workshop addressing racial disparities in maternity care. Courses are delivered through the Teachable platform with lifetime access and include private Facebook Group community access.

Differentiator

Problem solved

Functional benefit

Products and services

• Hypnobirthing Pack (Digital Pack) 12-week online hypnobirthing course covering breathing exercises, visualizations, positive affirmations, and birth preparation techniques for expectant parents and their birth partners.
• Pregnancy Pack Comprehensive digital course covering pregnancy from conception to birth, providing education and support throughout the prenatal journey.
• Postpartum Pack Digital course covering the period from birth to 12 weeks, providing expert-led guidance on newborn care, feeding (including inclusive chest feeding), and parental adjustment.
• Early Years Pack Online course covering child development from 12 weeks to 3 years old, supporting parents through early childhood.
• Freya App Mobile application that functions as a hypnobirthing-friendly surge (contraction) timer and virtual birth partner. Available in 6 languages, Freya coaches users through contractions with breathing techniques, provides positive affirmations, calming visualizations, and guided relaxations, and tracks contraction frequency and duration.
• Make Your Birth Better (Book) Bestselling book by founder Siobhan Miller covering practical ways to make birth better through hypnobirthing techniques.
• Affirmation Cards Physical set of affirmation cards for pregnancy and birth, providing positive visual affirmations for expectant parents.
• PBC Birth Comb Physical birth support tool designed to provide comfort during labor and birth.
• Closing the Gap Workshop Free workshop for healthcare professionals addressing racial disparities in antenatal services and birth outcomes, commissioned in partnership with the South West AHSN and developed with the Royal College of Midwives and Five X More.

Quantifiable outcome

• Over 1 million people have trusted The Positive Birth Company
• +3 more outcomes

Named customers2 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

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Royal College of MidwivescoreStrategic or Co-development Partner · 1 January 2024Working closely with Royal College of Midwives as part of a steering board to shape 'The Decolonising Midwifery Education Toolkit'. The toolkit is for midwifery educators to ensure education is inclusive and addresses diverse maternity care needs of women and birthing people from the global majority.
• South West AHSN (Academic Health & Science Networks)coreStrategic or Co-development Partner · 1 January 2022Partnership for distribution of the 'Closing the Gap' workshop to healthcare professionals within the NHS. The workshop addresses racial disparities in antenatal services and birth outcomes, commissioned and distributed through this NHS partnership.
• Equality for Trans FamiliesminorOthers · 1 June 2021Non-profit organization founded by Freddy McConnell for full legal recognition and equality for UK families with one or more trans parent. PBC supported the launch by donating £1,000 to the fund.
• Five X MorecoreStrategic or Co-development PartnerFive X More Co-Founders contributed to the 'Closing the Gap' workshop. PBC contributed £50,000 to help fund research, projects and initiatives supporting Black and Asian women and birthing people. Partners on anti-racism initiatives.
• The Queer Birth ClubminorStrategic or Co-development PartnerPBC team undertook LGBT+ Competency in Birth and Beyond training with The Queer Birth Club for inclusive education development.
• TeachablecoreTechnology or IntegrationThird-party course platform used by The Positive Birth Company to provide digital courses. Handles account management, course delivery, and payment processing for course purchases.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Peanut: Social networking and community app for women, including pregnancy and motherhood. Comparable to PBC's community-led growth motion and target audience, though Peanut leads with social/networking rather than educational content.
• Kindred: Social community and content platform for new and expectant mothers. Comparable to PBC in community-led growth and target audience, with overlapping editorial content and course offerings.

Direct peers

• Expectful: Pregnancy and postpartum meditation and wellness app with subscription-based content. Comparable to PBC's Freya app in addressing expectant mothers through guided audio and digital wellness content.
• Mama Natural: Direct peer offering digital pregnancy, birth, and parenting education content, including online courses and a popular YouTube channel. Comparable to PBC in target audience (expectant parents), content-led GTM, and course-based monetization model.
• The Motherly Company: Digital media and content platform serving expectant and new mothers, with editorial content, courses, and a community ecosystem. Comparable to PBC in female-focused content and community-led growth motion.

Others

• Calm: Global meditation and sleep app with guided audio content. Comparable to PBC's Freya app in relaxation, breathing, and guided audio features, though Calm operates at much larger scale across a broader wellness audience.
• Frida: DTC brand offering physical products for pregnancy, postpartum, and baby care. Comparable to PBC in serving the expectant and new parent demographic with mission-driven branding, though focused on physical products rather than digital education.
• Headspace: Global meditation and wellness subscription app with pregnancy and parenthood content. Comparable to PBC's Freya app in its use of guided audio for relaxation and breathing, though Headspace operates across a broader wellness audience.

Broad incumbents

• BabyCenter: One of the largest global pregnancy and parenting content platforms, owned by Everyday Health Group. Broadly overlapping with PBC's target audience and content categories, but operates at a much larger scale with free, ad-supported content.
• The Bump: Pregnancy and parenting content and tools platform owned by The Knot Worldwide. Overlapping with PBC in target audience and content offerings, but operates as a broader registry and content destination rather than a course-based business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/thepositivebirthcompany
• Facebookfacebook.com/thepositivebirthcompany
• Instagraminstagram.com/thepositivebirthcompany
• LinkedInlinkedin.com/company/the-positive-birth-company

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Positive Birth Company