A new chapter
Parenting support
is here.
Pregnancy+ now continues past birth into the first weeks and months with a baby, helping mums feel seen, supported and less alone.
🤰👶👩🍼
A new chapter
Pregnancy+ now continues past birth into the first weeks and months with a baby, helping mums feel seen, supported and less alone.
In short
Pregnancy+ is opening a trusted new moment after birth. It gives mums one familiar place for baby care, weekly guidance, mood check-ins and Community in the first weeks and months with their baby.
For you, this isn't just a new placement. It's a chance to understand what support mums welcome after birth, and how commercial relevance can grow from real user value.
The early weeks ask a lot of mum, not just the baby. Alongside feeds, sleeps and nappies, Pregnancy+ encourages mum to think about herself and how she's feeling too.
The product
When mum adds her baby, the app she already knows keeps going. She doesn't have to start again somewhere new. Pregnancy and baby profiles can sit together, so the relationship continues into parenting.
Every week
The weekly update mums rely on through pregnancy carries on after birth, now following their baby through milestones and the early weeks. It's the same familiar moment, returned to week after week.
Less to remember
The early weeks can blur together. Pregnancy+ gives parents one simple place to keep track of feeds, sleep and nappies as they get to know their baby's rhythm.
See the patterns
Feeds, sleep, nappies and mood can feel scattered in the moment. History helps parents look back and see if patterns are starting to form.
For brands and partners
As Pregnancy+ extends from pregnancy into the first weeks and months with a baby, it opens a moment where support, reassurance and practical help really matter.
The first weeks and months with a baby ask a lot of a new mum: remembering feeds, understanding sleep, checking nappies, noticing how she's doing and asking what's normal. It's a moment where the right support is genuinely welcome.
Partner moments should feel useful, calm and relevant. The opportunity is to show up in ways that support the parenting journey, not interrupt it.
V1 gives us the first clear surfaces to understand what support parents welcome after birth, what feels useful, and where future partner moments could add value.
Launch partner surfaces
We're starting with a small number of familiar placements, then using early engagement signals to understand where future partner moments could add value.
A familiar weekly content moment that continues after birth, giving partners a calm and contextual place within the parenting journey.
A simple existing surface inside a known app area, carried forward into the parenting phase.
As we learn how parents use the experience, we'll explore where additional partner moments could fit naturally.
An invitation
Help shape
support after birth.
Pregnancy+ is extending a trusted relationship beyond pregnancy. We're inviting you to help shape support that feels useful, trusted and well-timed as mums adjust to life with their baby.