mumma

What mumma does

mumma is a private, Dubai-based digital community platform operating at mummaly.com that serves mothers and families in the United Arab Emirates. The company runs a curated, private community anchored by WhatsApp groups organized by child age and life stage, complemented by an editorial platform (mumma Mag), a verified promo-code deals marketplace, a weekly family-events calendar, and a curated family-services directory (mumma Guide). The product surface is unified under a single web platform with no standalone mobile app, and member access to WhatsApp groups is bundled into the membership offering.

The underlying technology is built on a standard modern SaaS stack: Supabase for database and authentication, Stripe for subscription payments, Resend for transactional and marketing email, and Vercel for hosting. Community engagement is routed through WhatsApp groups, with distribution also extended into the Careem super-app via an exclusive Careem Pay deal. Marketing and growth are community-led, driven by word-of-mouth referrals and organic content, supported by Instagram and Facebook channels under the handle @mummavillage.

mumma operates a freemium business model combining free community access with two paid subscription tiers (Standard monthly and Annual), priced in AED and processed via Stripe. A second revenue stream consists of affiliate commissions and co-marketing fees from family-focused brand partners including Careem Pay, Momcozy, Hegen, Terra, BOUNCE, The Entertainer, Prague Clinics, Mumzworld, GAP, H&M, and Sun & Sand Sports. The platform was bootstrapped from a 2016 WhatsApp group among mothers in Dubai Marina and now reports over 40,000 members in the UAE, with a publicly announced planned expansion into Saudi Arabia. No funding rounds, headcount, or revenue figures have been disclosed.

Name

mumma

Legal name

mumma

Website

https://mummaly.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

mumma is a private Dubai-based digital community platform serving over 40,000 mothers and families in the UAE through WhatsApp groups, an editorial magazine, a verified deals marketplace, an events calendar, and a paid membership subscription.

Ownership category

akta.pro rank

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Paid Membership Subscriptions: mumma offers Standard (monthly) and Annual membership plans. Payments are processed securely by Stripe. Subscriptions renew automatically. Cancellation available any time with access remaining until end of billing period.
2. Affiliate & Partner Deal Commissions: Revenue generated through affiliate partnerships with brands including Careem Pay, Hegen, Terra, Mumzworld, BOUNCE, GAP, H&M, Sun & Sand Sports, Prague Clinics, and many others. Commission tracked via promo codes and referral links shared through the platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

mumma (mummaly.com) operates a membership-based digital community platform for mothers in the UAE, offering curated content, a digital magazine (Mumma Mag), a deals directory, an events calendar, and a city guide. The platform aggregates trusted family-friendly brands and partners, distributing member benefits through a paid subscription and affiliate-driven commerce, supported by a tech stack of Supabase, Stripe, Resend, Vercel, and WhatsApp.

Product overview

mumma is a digital community platform for mothers in the UAE, offering a private curated community (Community), editorial content (Mag), exclusive deals (Deals), event calendar (Calendar), and a service directory (Guide) as an integrated platform. The platform operates on a subscription membership model with Standard (monthly) and Annual billing tiers. All core products are unified under the mummaly.com platform and accessed via web and WhatsApp group integrations.

Differentiator

Problem solved

Functional benefit

Products and services

• mumma Community
• Mumma Mag
• Mumma Deals
• Mumma Calendar
• Mumma Guide
• Standard Membership
• Annual Membership

Quantifiable outcome

• 40,000+ mums served across the UAE
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and supporting.

• TerracoreGTM or Marketing PartnerTerra is a gentle baby care brand offering natural skincare products for babies with sensitive skin. mumma offers Terra promo code MUMMA12 for 12% off Terra gentle baby care products, featured in the deals section and editorial content.
• HegencoreGTM or Marketing PartnerHegen is a baby feeding brand known for anti-colic bottles with one-hand closure and multi-functional feeding/storage/pumping systems. mumma offers Hegen promo code MUMMA12 for 12% off Hegen baby bottles and feeding products.
• BOUNCE & miniBOUNCEcoreGTM or Marketing PartnerBOUNCE is a trampoline park and miniBOUNCE is designed for younger children. mumma offers promo code MUMMA for 15% off birthday party packages at BOUNCE and miniBOUNCE until 31 August 2026. Also featured in spring camp guides.
• Careem PaycoreGTM or Marketing PartnerCareem Pay is a mobile payment and remittance service. mumma has an exclusive partnership offering AED 25 cashback on first international transfer (min AED 1,000) plus zero fees and preferential exchange rates for Careem Plus members. Promo code MUMMA required.
• MomcozycoreGTM or Marketing PartnerMomcozy is a global maternity and baby care brand (founded 2018, trusted by 5M+ mothers in 60 countries). mumma features Momcozy Prime Day Sale with up to 20% off on Amazon UAE (June 24–30) and 15% off on Momcozy's official UAE website (June 27–July 3).
• The EntertainersupportingGTM or Marketing PartnerThe Entertainer is a lifestyle savings app offering buy-one-get-one-free deals and discounts across UAE restaurants, attractions, and activities. mumma readers get 10% off The Entertainer subscription with promo code DPLUS10.
• Prague Clinics DubaisupportingGTM or Marketing PartnerPrague Clinics is a Dubai-based medical, wellness, dental, and aesthetic clinic in Nad Al Sheba (Aswaaq Mall). mumma members receive up to 50% off selected dermatology/aesthetic services and up to 30% off selected dentistry services with promo code MUMMA.
• StripecoreTechnology or IntegrationStripe is the payment processor for mumma's membership subscriptions. All payments are processed securely by Stripe. Prices are displayed in AED with applicable taxes. Stripe is PCI DSS Level 1 certified.
• SupabasecoreTechnology or IntegrationSupabase is mumma's database and authentication provider. User data is stored securely with encryption at rest.
• ResendsupportingTechnology or IntegrationResend is used for sending transactional and marketing emails to mumma members.
• VercelsupportingTechnology or IntegrationVercel is mumma's hosting provider.
• WhatsApp (Meta)coreTechnology or IntegrationWhatsApp is used for community groups organized by child age and life stage. Access to WhatsApp groups is provided as a core benefit of mumma membership.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/mummavillage
• Facebookfacebook.com/mummalycom
• LinkedInlinkedin.com/company/mummavillage

Revenue estimate

Valuation estimate

Number of profiles

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 mumma