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mHealthUX™| What To Expect? Pregnancy, Baby, OB/GYN: All in One

Product Line: Pregnancy & Baby Tracker App

  • What to Expect {App}

~100 Million Downloads

~$10M Annual Revenue

  • Baby Center {App}

~100 Million Downloads

~$15M Annual Revenue

Company Name: Everyday Health Inc.

Total Funding: $100.7M in 11 Rounds

What is the challenge tackled?

Maternity is one of the most challenging cases in any woman's health journey. It has a radical physiological, psychological, emotional, & socio-economical metamorphosis, for better or worse at times. We are barely scratching the surface here on how digital health can support mothers in child development.

Figure Credit:

​Physical Changes

​Emotional Changes

Lifestyle Changes

​Pregnancy can cause a wide range of physical changes, including morning sickness, fatigue, mood swings, and weight gain. These changes can make it difficult to cope with everyday activities and can also lead to emotional challenges.

Pregnancy can also cause a range of emotional changes, such as anxiety, stress, and depression. These changes can be caused by the physical changes of pregnancy, as well as by the responsibilities of parenthood.

​Pregnancy can also require significant lifestyle changes, such as changes in diet, exercise, and sleep habits. These changes can be difficult to make, especially if they are not supported by family and friends.

​Medical Complications

​Social Isolation

​Post-partum Depression

​Some pregnancies are complicated by medical problems, such as high blood pressure, gestational diabetes, or preeclampsia. These complications can make pregnancy even more challenging and can require close medical monitoring.

​Many pregnant women and new mothers feel isolated from their friends and family. This can be due to a number of factors, such as changes in their social circle, fatigue, or feeling overwhelmed.

Postpartum depression is a serious medical condition that can affect up to 1 in 7 women after childbirth. It is important to seek help if you are experiencing symptoms of postpartum depression.

The Mother Company

Everyday Health, Inc. (Group), HQed in New York City, has two popular pregnancy and baby tracker apps: What to Expect and BabyCenter. A potent combo for the OB/GYN space.

The What to Expect app is an all-in-one pregnancy and baby tracker app with thousands of medically accurate articles to help you navigate pregnancy and parenthood1. It offers a due date calculator, week-by-week pregnancy tracker, baby size comparisons, daily tips, Chinese Gender Predictor, expert-reviewed articles on pregnancy symptoms and health, videos showing baby’s development in utero during each week of pregnancy, registry builder, pregnancy weight gain calculator, detailed pregnancy and baby product reviews and expert buying guides, pregnancy recipe guide offering healthy, safe meal ideas, info about tests and screenings during pregnancy, tight-knit What to Expect Community groups connecting parents and parents-to-be based on birth months, location, interests and more.

The BabyCenter app guides you through pregnancy and parenting with daily updates and week-by-week baby development information2. It offers a due date calculator, state-of-the-art photos and 3-D videos to track your baby’s development, answers to your pregnancy questions with thousands of medically reviewed articles, a baby growth tracker to chart your baby’s progress, a month-by-month experience, and a milestone tracker for each step of your baby’s life from the newborn to the toddler stage, daily tips customized by baby’s age and stage, your postpartum recovery and your parenting journey.

Main Features: What To Expect App + BabyCenter App Combo

Everyday Health has catered to the major hurdles that pregnant users usually stumble upon in their pregnancy journey. The major ones are basically taken care of. Check out the features below to see how they are addressed. FYI: The evaluation of its efficiency and efficacy is not included. That's a whole pie to munch on at a later post.

​Due-Date Calculator

Pregnancy Journal

Baby Growth Tracker

Symptom Tracker

​calculate {due-date} based on the last menstrual period, conception date, or ultrasound.

allows the user to track pregnancy symptoms, mood, and weight gain.

​ tracks the baby's development week-by-week, with 3D illustrations and videos.

tracks pregnancy symptoms, such as nausea, fatigue, and heartburn.

​To-do lists

​Community Forum

Expert Advice

​Baby Registry

a to-do list feature that can help the user stay organized during pregnancy and after baby is born.

a community forum where the user can connect with other pregnant women and parents.

offers expert advice from doctors and other healthcare professionals.

​share baby registry with friends and family, and track registry progress.

Major Cons:

Some features are locked behind a paywall (premium subscription)

It can get overwhelming for some users

Diversity-challenged...I'll expand on this later so stay tuned :)


One step further? Armor thy mind with knowledge:

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