Tummy Shield
- Company typePrivate
- Founded1999
- HeadquartersAustralia, Australia
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
Tummy Shield firmographics
Firmographics- Name
- Tummy Shield
- Legal name
- 46 Life Pty Ltd
- Website
- https://tummyshield.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Ownership category
- akta.pro rank
Tummy Shield industry classification
Industry- Product category
- Maternal & Prenatal Safety Products
- NAICS
- Motor Vehicle Seating and Interior Trim Manufacturing (336360)
- akta.pro primary industry
- Occupant Restraint Systems Manufacturing (Airbags/Seatbelts/Pretensioners/Load Limiters) (IMACAMAA)
Keywords
Where Tummy Shield is headquartered
LocationHeadquarters
- HQ city
- Australia
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Tummy Shield business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Product Sales (One-Time Purchase): One-time purchase of Tummy Shield device for outright ownership. Customers pay upfront and own the product permanently. Includes 3-year warranty.
- Rental/Hire Subscription: Month-to-month rental at $60/month with $99 refundable bond. After 12 months of continuous rental, ownership transfers to customer and bond is refunded. Available in Australia only. Product hiring includes fresh cushion cover after each return.
- Refundable Deposit: Separate $73 refundable deposit product for hire customers, covering equipment bond component of rental arrangement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | One-time purchase - Own it forever |
| Subscription | Monthly | Monthly rental - Hire option |
| Unit Pricing | Pay-as-you-go | Refundable deposit component |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Tummy Shield product offering
Product offeringCore offering
Tummy Shield designs, manufactures and sells a crash-tested pregnancy seatbelt positioner that anchors the lap belt below the bump using a patented stainless steel hook and an adjustable cushioned pad, keeping expectant mothers and post-abdominal-surgery patients correctly restrained in any vehicle with a three-point seatbelt. The product is offered either as a one-time outright purchase or as a month-to-month rental within Australia, and is ADR-compliant with EU and US regulatory recognition.
Product overview
Tummy Shield offers a single core product—a crash-tested pregnancy seatbelt positioner—available through two purchase models: direct purchase ($649 one-time) or monthly hire ($60/month with $99 deposit). The device redirects seatbelt force from the abdomen to the hips, featuring a stainless steel hook anchor and cushioned pad. Both the buy and hire options are the same physical product, differentiated only by acquisition method. The refundable deposit product is a prerequisite for the hire option.
Differentiator
Problem solved
Functional benefit
Products and services
- Tummy Shield® Pregnancy Seatbelt Positioner A crash-tested pregnancy seatbelt positioner designed to redirect seatbelt force away from the abdomen during collisions. Features a forged stainless steel hook anchor and adjustable cushioned pad, fits any vehicle with a three-point seatbelt, and is ADR-compliant and certified to Australian, US, and EU safety standards. Targeted at expectant mothers and post-abdominal-surgery patients.
- Tummy Shield® Hire (Monthly Rental Program) Australian-only monthly rental program for the Tummy Shield pregnancy seatbelt positioner at $60 AUD per month with a $99 AUD refundable bond and first month free promotion. Ownership transfers to the customer automatically after 12 months of continuous rental and the bond is refunded. Includes a fresh cushion cover after each return.
- Refundable Hire Deposit One-time $73 AUD refundable deposit component required to activate the Tummy Shield Hire monthly rental program, covering the equipment bond portion of the rental arrangement.
Quantifiable outcome
- 96% of pregnant women don't wear seatbelts correctly, making proper positioning critical for fetal safety
- +5 more outcomes
Companies that use Tummy Shield
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Tummy Shield technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Tummy Shield partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
Tummy Shield competitors and assessment
Company assessmentDirect peers
- SafeRide4Baby: Pregnancy seatbelt positioner sold directly to expectant mothers in the US. Most direct head-to-head competitor to Tummy Shield in the same niche product category with a similar e-commerce go-to-market.
Broad incumbents
- Evenflo: Established US baby gear and child-restraint manufacturer with broad distribution. While not focused on pregnancy seatbelt adjusters, it operates in the adjacent automotive occupant safety for children category and could expand into the pregnancy niche.
- Britax Child Safety: Global leader in child car seats and automotive child safety. Operates in the broader vehicle occupant restraint category with deep crash-testing infrastructure and regulatory expertise relevant to Tummy Shield's positioning.
- Graco (Newell Brands): Mass-market baby products brand including child car seats. Broad incumbent in the infant/child automotive safety category with strong retail distribution that any pregnancy-safety product must compete against for parental wallet share.
- Peg Perego: Italian heritage baby car seat and stroller manufacturer with global distribution. Comparable as a premium-positioned infant automotive safety brand targeting expectant and new parents with safety messaging.
- Cybex (Goodbaby): Premium child car seat brand known for crash-test transparency and design-led safety positioning. Closest broad incumbent analogue to Tummy Shield in emphasizing published safety test data to justify premium pricing.
- Diono: US child car seat brand with engineering-led, safety-credentialed positioning. Comparable as a category challenger using safety certification and steel/alloy construction to differentiate from cheaper rivals — a similar playbook to Tummy Shield's stainless steel vs. plastic positioning.
- Nuna: Premium design-led baby gear brand including child car seats. Comparable for its premium pricing, design-forward aesthetic, and safety-credentialed marketing aimed at style-conscious expectant parents.
- Maxi-Cosi (Dorel Industries): European child car seat leader with deep crash-safety heritage and broad retail presence across EU markets — a relevant incumbent comparator as Tummy Shield expands its EU shipping footprint.
Emerging players
- The Boppy Company: Iconic pregnancy and nursing pillow brand that has expanded into adjacent maternal comfort and safety accessories. Comparable as a category-creating maternal product company with strong brand recognition among expectant mothers that Tummy Shield could partner with or compete against for the same shelf space and consumer mindshare.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Tummy Shield social profiles
Digital presenceTummy Shield compliance and trust
Trust signalCompliance4 records
Tummy Shield financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tummy Shield leadership team
Management profileNumber of profiles
Profiles1 record
Tummy Shield funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tummy Shield M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tummy Shield
What does Tummy Shield do?
Tummy Shield designs, manufactures and sells a crash-tested pregnancy seatbelt positioner that anchors the lap belt below the bump using a patented stainless steel hook and an adjustable cushioned pad, keeping expectant mothers and post-abdominal-surgery patients correctly restrained in any vehicle with a three-point seatbelt. The product is offered either as a one-time outright purchase or as a month-to-month rental within Australia, and is ADR-compliant with EU and US regulatory recognition.
Is Tummy Shield a public or private company?
Tummy Shield is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tummy Shield founded?
Tummy Shield was founded in 1999.
Where is Tummy Shield based?
Tummy Shield is headquartered in Australia, Australia, in the Oceania region.
How does Tummy Shield make money?
Three revenue lines are on record. Product Sales (One-Time Purchase) is the primary driver. The others are rental/Hire Subscription and refundable Deposit.
Who are Tummy Shield's main competitors?
SafeRide4Baby is listed as a direct peer. Broad incumbents are Evenflo, Britax Child Safety, Graco (Newell Brands), Peg Perego, Cybex (Goodbaby), Diono, Nuna and Maxi-Cosi (Dorel Industries). The Boppy Company is listed as an emerging player.
Does Tummy Shield have an API?
No public API is recorded for Tummy Shield.
What industry is Tummy Shield in?
Tummy Shield's product category is Maternal & Prenatal Safety Products. Its primary akta.pro industry code is IMACAMAA, Occupant Restraint Systems Manufacturing (Airbags/Seatbelts/Pretensioners/Load Limiters). Its NAICS code is 336360.