Keleya

Keleya Digital-Health GmbH, established in the summer of 2017, operates in the digital health sector with a focus on expectant and new mothers. The company was founded by Victoria Engelhardt and Sarah Müggenburg in Berlin. Engelhardt's background includes experience at the Boston Consulting Group, while Müggenburg previously worked as a project manager at Axel Springer Plug and Play. Their shared vision was to create a digital companion for women throughout pregnancy and early motherhood, addressing the challenges of accessing reliable information and support.

The company's primary offering is a suite of mobile applications, Keleya Pregnancy and Keleya Mama, which function on a freemium subscription model. The free versions provide basic content, while premium subscriptions unlock a comprehensive set of features. These include personalized daily and weekly information, workout videos tailored to different stages of pregnancy and postpartum recovery, yoga and Pilates exercises, and a collection of recipes developed with nutritionists. The apps serve as a multifaceted resource, combining a health tracker, a personalized calendar, and a library of expert-verified content to guide users.

In addition to its direct-to-consumer apps, Keleya has expanded its ecosystem through strategic partnerships and acquisitions. A significant milestone was the acquisition of the midwife platform Ammely.de from the GKV-Spitzenverband in 2020. This platform addresses the critical shortage of midwives in Germany by enabling expectant mothers to find and book appointments, including video consultations, with registered midwives. Keleya's business model also incorporates collaborations with major German health insurance companies, such as TK, AOK Plus, and BARMER, which often reimburse the costs of Keleya's digital birth preparation and postpartum courses for their members. This B2B2C approach significantly broadens Keleya's user base and integrates its services into the established healthcare system.

By the end of 2020, Keleya reported having supported over 250,000 women and facilitated access to a network of more than 1,000 midwives. The platform has continued to grow, with later reports indicating over 400,000 users and a network of 6,000 midwives. This demonstrates a clear market need for accessible, digitized maternal healthcare support. The company positions itself as a comprehensive digital companion, aiming to provide continuous and reliable support from conception through the first years of a child's life. Keywords: femtech, digital health, maternal care, pregnancy app, midwife platform, postpartum support, subscription model, health insurance partnership, B2B2C, mobile health