MySwaddle

What MySwaddle does

MySwaddle is a maternal health care coordination platform focused exclusively on Medicaid-enrolled pregnant women and new mothers in the United States. The platform operates on a B2B2C distribution model: MySwaddle contracts with Medicaid health plans (payers) and provider networks, who then make the platform available to their members at no cost. Its product surface consists of the MySwaddle App (consumer-facing iOS/Android mobile app and web portal) and an Administration Engine (back-end configuration, care pathway assignment, and episode-of-care reimbursement processing) used by payers and providers. The platform supports the full maternal care continuum — from presumptive eligibility and enrollment, through risk assessment, perinatal depression screening, doula/midwifery coordination, telehealth, and postpartum support through the infant's first year.

The underlying technology is HITRUST-compliant healthcare infrastructure with real-time population health dashboards, a configurable care pathway engine, provider matching, and optional prospective value-based contract administration. MySwaddle positions itself around regulatory compliance with CMS's Transforming Maternal Health (TMaH) model across all three pillars, addressing an underserved vertical that mainstream maternal health apps do not target. The company is led by co-founders Kate Grohall (President) and Kia Hussain (VP of Business Development), with operational affiliation to Holista Health and SKYGEN, where Managing Partner Craig Kasten brings three decades of managed care and benefits administration experience.

Revenue is generated through subscription-style contracts with Medicaid health plans and managed services arrangements with participating providers, with value-based contracting available as an alternative pricing model. Pricing is not publicly disclosed and is negotiated enterprise-to-enterprise. The company employs 11–50 people, is headquartered in Menomonee Falls, Wisconsin, was founded circa 2019, and remains privately held with no disclosed external venture funding identified in the available data.

Name

MySwaddle

Legal name

Holista Health

Website

https://myswaddle.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

MySwaddle is a HITRUST-compliant maternal health platform that provides care coordination, telehealth, and value-based administration for Medicaid health plans, providers, and pregnant members across the U.S. perinatal continuum.

Ownership category

akta.pro rank

Product category

Maternal Health Software Platform (Medicaid-focused Care Coordination)

NAICS

Individual and Family Services (6241), Home Health Care Services (62161)

akta.pro primary industry

Pregnancy & Prenatal Care Telehealth (OB tele-visits, prenatal monitoring) (HLALAHAC)

akta.pro secondary industries

Maternal, Women’s & Family Virtual Care Programs (Payer-Sponsored) (HLALACAJ), Maternal & Neonatal Remote Monitoring Platforms (HLACAFAC), Maternal & High-Risk Pregnancy Remote Monitoring (BP, glucose, fetal/uterine monitoring) (HLALAFAG), Maternity & Pregnancy (Perinatal) Medicaid Managed Care Programs (HLAEAEAH)

Keywords

• Maternal health platform
• Prenatal care coordination
• Medicaid managed care software
• Telehealth pregnancy support
• Value-based maternity care

Headquarters

HQ city

Menomonee Falls

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Health Plan Contracts: MySwaddle is provided to Medicaid members at no cost through partnerships with health plans. Health plans pay for the platform to improve maternal outcomes, reduce complications, and achieve HEDIS score improvements, generating ROI through reduced costs and improved quality metrics.
2. Provider Network Participation: Providers join the MySwaddle network to gain access to engaged patients and improve care coordination, potentially participating in value-based reimbursement arrangements.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

MySwaddle is a HIPAA- and HITRUST-compliant maternal health software platform that delivers prenatal through postpartum care coordination, education, telehealth, and population health management for Medicaid populations. It is sold to Medicaid health plans and providers as a turnkey platform that their members access at no cost, with role-specific views for health plan administrators, providers, and pregnant women/new mothers, supported by an administration engine and optional value-based reimbursement processing.

Product overview

MySwaddle is a unified maternal health platform consisting of the MySwaddle App (consumer-facing mobile and web portal) and the Administration Engine (back-end configuration and reimbursement platform). The platform serves three distinct user segments—Families/Members, Providers, and Health Plans—all built on shared technology infrastructure. The MySwaddle App enables patient enrollment, provider selection, real-time education, telehealth visits, and clinical support from pregnancy through baby's first year. The Administration Engine handles pathway configuration, patient care assignment, and episode reimbursement processing. Health Plans receive a white-label capable, HITRUST-compliant solution with population health dashboards. The entire platform is provided at no cost to Medicaid members through their health plans.

Differentiator

Problem solved

Functional benefit

Products and services

• MySwaddle for Health Plans Turnkey maternal health solution for Medicaid health plans featuring HITRUST-compliant infrastructure, TMaH compliance across all three pillars (Access/Infrastructure/Workforce, Quality Improvement/Safety, Whole-Person Care Delivery), real-time population health dashboards, and value-based contracting capabilities. Sold to enterprise health plan buyers through direct field sales with white-label deployment.
• MySwaddle for Providers Care coordination module enabling seamless communication across OB-GYNs, midwives, doulas, and community health workers, with real-time patient insights, evidence-based clinical tools, and practice workflow integration. Designed for providers ranging from large health systems to independent practices joining the MySwaddle network.
• MySwaddle for Families/Members Patient-facing digital companion providing personalized week-by-week pregnancy education, care team connectivity, symptom checkers, appointment reminders, mental health resources, telehealth visits, and postpartum support through baby's first year. Optimized for multilingual use at 4th-6th grade reading levels with low-data consumption for rural users. Provided free to Medicaid members through health plan partnerships or via direct app download.
• MySwaddle Administration Engine Integrated configuration engine for administrative users to configure clinical pathways, assign patient care, process maternity episode reimbursements, and operate value-based contracting. Forms the administrative backbone of the MySwaddle platform, supporting roles across health plans and providers.

Quantifiable outcome

• Reduces maternal complications by 30% while improving HEDIS scores
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered core.

• Holista HealthcoreOthersHolista Health is the parent company and website operator for MySwaddle. The Terms of Use identifies Holista Health as the 'Company' owning and operating the site. Located in Menomonee Falls, WI.
• Penfield Children's OrganizationcoreStrategic or Co-development PartnerCommunity partnership with Penfield Children's Organization to create and curate an integrated network of mission-aligned community partners helping moms and babies get the care and support needed to be healthy and happy.
• Holista Health (Corporate Partner)coreStrategic or Co-development PartnerHolista Health is listed as a corporate partner on the Resources page. The company offers comprehensive solutions in Value-Based and Therapy Benefits Management areas of managed care, with SKYGEN as an affiliated company.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ovia Health: Long-established women's health and family benefits platform (now part of Labcorp) covering fertility, pregnancy, and parenting with broad employer/health plan distribution - a larger incumbent offering overlapping pregnancy and postpartum capabilities to MySwaddle.

Emerging players

• Progyny: Fertility and family-building benefits platform sold to employers and health plans that has expanded into maternity and postpartum support - a partial-overlap peer covering the pregnancy lifecycle with a stronger employer/fertility anchor.

Direct peers

• Babyscripts: Virtual maternity care platform that partners with health plans and providers to deliver prenatal and postpartum remote monitoring, education, and risk stratification - a near-overlapping telehealth offering to MySwaddle's pregnant Medicaid member focus.
• Pacify Health: On-demand lactation, postpartum, and pediatric support delivered via app and 24/7 clinician video - directly comparable as a payer-sponsored maternal telehealth supplement with similar prenatal/postpartum engagement model.
• Mahmee: Maternal and infant health platform focused on Medicaid and BIPOC communities, offering digital care coordination, doula and provider networks, and outcomes reporting to health plans - directly comparable to MySwaddle's payer-sponsored, Medicaid-first model.
• Maven Clinic: Women's and family health virtual care platform providing pregnancy, postpartum, pediatric, and mental health support to employer and plan-sponsored populations - directly comparable in product surface area to MySwaddle, though Maven leans commercial/employer while MySwaddle targets Medicaid.
• Wildflower Health: Maternal and child health platform sold to health plans with mobile tools, care management, and value-based program administration - closely comparable as a payer-facing maternal digital health solution competing for the same Medicaid plan contracts.

Others

• Philips Pregnancy+ (by Philips Avent): Consumer-facing pregnancy tracking and education app by Philips - adjacent rather than directly competitive, but a commonly referenced consumer alternative for pregnancy content that overlaps MySwaddle's member education surface.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/myswaddle

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 MySwaddle