Wheel of Care

What Wheel of Care does

Wheel of Care is a Brussels-based, privately held home healthcare organization founded in 2017 by midwife and nurse Flora Billiouw. The organization delivers midwifery, nursing, and holistic care services directly to patients' homes across 10 Brussels municipalities, with healthcare providers traveling by electric bicycle as its signature distribution method. Operating as a deconventioned (non-contracted) practice, it combines qualified medical professionals—midwives, nurses, psychologists, dietitians—with complementary practitioners offering massage, rebozo rituals, sophrology, acupuncture, yoga, and doula support. As of the latest data, the organization coordinates more than 30 healthcare providers and has formal team leadership for midwifery (Louise Ponce) and nursing (Julie), plus an Operations and Finance Manager (Kate).

The business model rests on four revenue streams: professional service fees for midwifery and nursing home visits, fees for workshops and ceremonial events (e.g., Mama Blessing ceremonies at €340-€460), individual wellness treatments, and a small e-commerce webshop selling breastfeeding accessories, Medela and Elvie products, and gift cards. A solidarity pricing model allows patients to contribute according to ability to pay, with internal cross-subsidy funding free or reduced-cost care for vulnerable populations; nursing care is administered through Belgium's third-party payer system with direct insurer invoicing. Distribution combines direct-to-consumer phone/online booking (including Rosa.be integration), home visits, two physical practice locations (Nieuwland 194 in central Brussels and Vooruitgangstraat 319 in Schaerbeek), and earned media coverage across VRT, RTBF, Libelle, HLN, and Canvas TV.

The organization holds no proprietary technology platform, has no disclosed external funding rounds, and accepts donations to support operations. Notable institutional relationships include nursing services for Fedasil's Petit Chateau refugee facility and a Bosch eBike Systems sponsorship supporting its cycling fleet. The company is positioned as a mission-driven social enterprise rather than a venture-scalable business, with no current AI or proprietary software components.

Name

Wheel of Care

Legal name

Wheel of Care

Website

https://wheelofcare.be

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Wheel of Care is a Brussels-based home healthcare organization founded in 2017 that delivers midwifery, nursing, and holistic care services via bicycle to patients across 10 Brussels municipalities, serving pregnant women, new mothers, families, and vulnerable individuals through a solidarity pricing model.

Ownership category

akta.pro rank

Product category

Home Healthcare Services

NAICS

Home Health Care Services (62161), Offices of Other Health Practitioners (6213), Other Individual and Family Services (62419)

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Care Management & Care Coordination (Home & Community-Based) (HLAFAEAL)

akta.pro secondary industries

Routine In-Home Hospice Care (HSABAFAA), Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB)

Keywords

• Home midwifery services
• Home nursing care
• Perinatal support services
• Postnatal care services
• Holistic maternity care

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Midwifery and nursing home care services: Professional home healthcare services provided by midwives, nurses, and holistic care providers visiting patients at home by bicycle. Services include prenatal/postnatal consultations, nursing care, breastfeeding support, and postpartum recovery. Revenue is generated through professional service fees, with a solidarity model where patients contribute according to their ability to pay.
2. E-commerce product sales: Online shop selling breastfeeding products including pillows, breast pumps (Medela Symphony rental), milk catchers, and breast pump accessories. Products are sold directly through the Wheel of Care webshop.
3. Workshops, classes, and events: Revenue from prenatal workshops, yoga classes, massage sessions, acupuncture, rebozo rituals, Mama Blessing ceremonies, and other group events. Pricing varies from €20 workshops to €460 for full ceremony packages.
4. Wellness and holistic treatments: Individual and couple wellness treatments including massage, rebozo ritual, sophrology, and other holistic therapies. Booked via appointment platform and priced individually.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels6 records

Core offering

Wheel of Care is a Brussels-based home healthcare organization that delivers prenatal and postnatal midwifery care, home nursing services, and holistic therapies (massage, rebozo rituals, acupuncture, sophrology, yoga) directly to patients in their own homes across 10 Brussels municipalities. Services are provided by a multidisciplinary team of 30+ healthcare providers (midwives, nurses, holistic therapists) who travel by bicycle. The offering combines medical expertise, ecological mobility, and a solidarity pricing model where patients contribute according to their ability to pay.

Product overview

Wheel of Care is a Brussels-based home care organization providing a comprehensive portfolio of perinatal and nursing services delivered through mobile healthcare providers who travel by bicycle. The core offering consists of midwifery care (prenatal/postnatal consultations, birth preparation, home visits) and nursing home care (wound care, injections, medication administration, palliative care). These are complemented by holistic services including massage therapy, rebozo rituals, acupuncture, sophrology, psychological support, and womb awakening facilitation. The organization also runs workshops and yoga classes, maintains an e-commerce shop for breastfeeding products (pumps, pillows, accessories), and offers appointment booking for various services. Services are available at two practice locations (South: Nieuwland 194 and North: Vooruitgangstraat 319) and throughout 10 Brussels municipalities.

Differentiator

Problem solved

Functional benefit

Products and services

• Prenatal and Postnatal Midwifery Care Home-based and practice-based midwifery services including prenatal consultations, birth preparation, home follow-up after miscarriage, and postnatal care covering maternal recovery, infant monitoring (Guthrie test, weight checks), and breastfeeding support. Targeted at pregnant women and new mothers across Brussels.
• Nursing Home Care Home nursing services including bladder irrigation, compression therapy, diabetes support, hygienic care, injections, medication preparation and administration, palliative care, feeding tube care, stoma care, wound care, and short/long-term home care. Targeted at elderly patients and individuals with chronic conditions in postcode 1000 Brussels.
• Holistic Care Services Complementary care including massage therapy (pregnancy, postnatal, perinatal loss), rebozo massage and rituals, acupuncture for women, sophrology sessions, psychological support, and womb awakening facilitation. Targeted at women at various life stages.
• Pregnancy and Postnatal Massage 1.5-hour gentle massage using plant-based oil with energetic point stimulation for pregnancy, postnatal recovery, any life stage, or after perinatal loss. Priced at €87. Babies are welcome during sessions.
• Rebozo Massage 1.5-hour traditional Mexican rebozo shawl massage using gentle rhythmic movements. Suitable for pregnant women, postnatal period, or relaxation. Performed fully clothed. Priced at €75 (€5 surcharge for home treatment).
• Breastfeeding Products Shop Online shop offering breastfeeding pillows (€17.99), Elvie Curve (€55), Elvie Catch (€35), Medela Symphony breastpump rental (from €30/week), Medela PersonalFit Plus (€40), and gift cards.
• Breast Pump Consultation Expert consultation and trial of various breast pump models including Philips, Medela (swing maxi, freestyle, Motion InBra, manual, Symphony), Mom Cozy, Elvie (Stride 1 and 2), and Nutrea. Includes advice on model and size selection. Priced at €80.
• Mama Blessing Ceremony 3-hour ceremonial gathering for pregnant women between 35-38 weeks, honoring the transition to motherhood with sharing circles, gentle care moments, symbolic rituals, and creative activities. Priced between €340 and €460 including preparation call, organization, and materials.
• Yoga and Movement Classes Prenatal yoga, postnatal yoga, Hatha yoga, Mama & Baby yoga, Qi Gong, yoga boxing, and dance classes for mothers and families.
• Birth Preparation Workshops Confident Birth workshops covering labor theory (€50/couple) and practical tools including massage techniques, breathing, positions, and partner support. Includes tea, snacks, and small gifts. Limited to 6 couples.
• Rebozo Ritual 4-hour deep rest and healing ritual inspired by Mexican tradition. Includes intention setting, relaxation massage, flower bath or steam sauna, and rebozo energetic closure. Priced at €270. Conducted in English, Spanish, and French.
• Mother Care Postpartum Service 3-hour home postpartum care including herbal tea consultation, sitz bath or steam bath, massage with herbal compress, gentle abdomen and pelvis closing. Priced at €227.
• Sophrology Sessions Individual and group sophrology sessions using breathing, positive visualizations, and gentle movements for stress management and birth preparation. Home, business, school, or outdoor delivery available.
• Family Dietitian Services Nutrition guidance for perinatal period, solid food introduction, selective eating, and family health. Free introductory consultation available.
• Doula Support Emotional, physical, and logistical support during pregnancy, birth, and postpartum period provided by doulas.
• Couple Rebozo Experience Workshop 2.5-hour workshop teaching couples to provide soothing care sessions using traditional Mexican rebozo. Includes birth preparation techniques for active labor. Priced at €150 per couple.

Quantifiable outcome

• Thousands of families, women, elderly, and vulnerable individuals supported annually

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Fedasil - Petit ChâteaucoreStrategic or Co-development Partner · 28 August 2024Wheel of Care provides nursing care at the Fedasil Petit Château (Klein Kasteeltje) refugee facility in Brussels. They take on nursing and midwife replacements during weekends and public holidays, ensuring continuity, proximity, and humanity in complex care situations involving vulnerable asylum seekers.
• Bosch eBike SystemsminorOthers · 15 May 2018Wheel of Care received sponsorship from Bosch eBike Systems to support their fleet of electric bicycles used for home healthcare visits across Brussels.
• Rosa.becoreTechnology or IntegrationRosa.be provides the appointment booking platform used by Wheel of Care's midwives for scheduling consultations. Patients are redirected to Rosa.be to book appointments with specific midwives including Teresa Hennen, Chiara Bartolucci, Lore Tielemans, Charlotte Reul, and Ayla Daver.
• Kind & GezinminorOthersGladys Delepierre works as a midwife at both Kind & Gezin (Child and Family healthcare organization) and Wheel of Care, creating a dual-employment partnership that connects Wheel of Care with the public perinatal care system.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Kind & Gezin: Belgian Flemish public agency providing perinatal and family care including home visits by midwives and nurses. Wheel of Care already partners with Kind & Gezin via dual-employment midwives (Gladys Delepierre), and both serve similar pregnant women and families in low-threshold, home-based settings.

Broad incumbents

• Office de la Naissance et de l'Enfance (ONE): Walloon public agency that provides free prenatal and postnatal home visits through its network of salaried midwives (TMS - Travailleuses Médico-Sociales). ONE serves a parallel perinatal mission across the French-speaking side of Belgium, making it the closest public-sector incumbent to Wheel of Care's model.
• Wit-Gele Kruis Vlaanderen: Belgium's largest home nursing organization, providing skilled home nursing across Flanders. While focused on general home nursing rather than perinatal care, it is the most relevant scaled Belgian comparison for Wheel of Care's nursing services arm, especially in addressing reimbursement and home-visit logistics.
• Home Instead: Global home care franchise primarily serving older adults with personal care, companionship, and home nursing support. Comparable to Wheel of Care as a distributed home-visit care delivery model with a community-embedded positioning, though focused on senior rather than perinatal care.
• Bayada Home Health Care: Large US home health services provider delivering skilled nursing, therapy, and personal care across a wide range of populations including pediatric and adult patients. Comparable as a scaled, multi-state home health operator that has built clinical credibility and referral pipelines — the trajectory Wheel of Care could aspire to.
• BrightStar Care: US franchise offering medical and non-medical home care including skilled nursing, infusion, and personal care. Comparable to Wheel of Care's mix of clinical (nursing, midwifery) and non-clinical (holistic, wellness) home services delivered through a distributed provider workforce.
• Familiehulp: Belgian non-profit providing family and home care services including household help, personal care, and support for vulnerable populations. Comparable to Wheel of Care as a Belgian social-purpose home care organization, though focused on elderly and family support rather than perinatal care.

Emerging players

• Maven Clinic: US-based virtual care platform for women's and family health spanning preconception through postpartum, with multidisciplinary providers. Compares to Wheel of Care on the integrated perinatal care model and cross-disciplinary team, though delivered digitally rather than via in-home visits.
• Mahmee: US maternal and infant health platform connecting parents with a network of in-person and virtual maternal health practitioners. Comparable as a multidisciplinary, community-driven perinatal care provider, focused on equity and outcomes for underserved populations — themes that overlap with Wheel of Care's solidarity model.
• Pacify: US perinatal support platform connecting new parents with lactation consultants, doulas, and mental health providers on demand. Comparable to Wheel of Care on the integration of midwifery, lactation, and postpartum support into a single accessible service offering, though delivered virtually.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Wheel of Care