NAIROBI, Kenya, Nov 7 – Being a first-time mom can be a daunting task for many mothers-to-be.
Knowing prenatal and postnatal care can be especially challenging without prior parenthood knowledge.
However, Malaica, an online support team for future moms that was founded last year, seeks to simplify this.
The platform, which leverages technologies such as WhatsApp and SMS, supports women during different stages of parenthood.
“Malaica was created with a mission to make pregnancy safe and convenient for millions of women,” Malaica Communications and Marketing Manager Milcah Shabanji said.
“In October 2022, we joined forces with a company called MumsVillage, which had built a great community of mums in Kenya and provided a lot of high-quality information and support for mums in all the different stages of parenthood,” Shabanji added.
“Malaica provides an online support team for moms-to-be, and currently, we are extending the program to cover moms up to 6 months post-birth.”
Besides making antenatal care faster and easier for women, the platform has a nationwide reach, meaning that it has the power to reach thousands of pregnant women with the click of a button.
Under one roof, they access personal midwifery services seven days a week, adhering to the World Health Organization (WHO) guidelines on health and pregnancy.
“We facilitate private support groups, moderated by experienced Malaica ‘Supamums,’ where moms-to-be can connect, receive the right content, get their questions answered, and benefit from peer support,” Shabanji stated.
“Our daily messages provide Kenyan moms with tailored updates and advice for each stage of pregnancy, promoting informed decision-making. We host Flash Chats, quick group Q&A sessions on WhatsApp, led by experts in pregnancy and parenting, offering valuable insights.”
So, who are its co-founders?
Malaica was co-founded by four health and tech experts who had visions of helping mothers in their parenthood journeys.
One of them is Dr Lorraine Muluka, who holds a Masters in Medicine with a specialization in Obstetrics and Gynecology.
Muluka has over 10 years of experience in the sector, having worked in both private and public hospitals in Kenya as well as with health-tech startups.
Another member of the founding team is Pascal Koenig, who studied economics at the University of St. Gallen in Switzerland and at the Columbia Business School in New York and finally, Isis Nyong’o, a biology and MBA graduate from Stanford and Harvard Universities.
Victor Ndegwa, who is also one of the founding members, is a tech expert with a keen interest in programming.
The platform works with hospitals and healthcare facilities to provide discounted services, enhancing accessibility and affordability.
“Our ANC clinics, with consultation rates of up to Ksh.599 per session, ensure comprehensive antenatal care,” Shabanji continued.
“Lastly, our Lamaze classes, both in groups and at home, address the essential need for comprehensive childbirth education and preparation.”
The platform is open to expectant mothers at any stage of pregnancy.
Its services are also available up to 8 weeks postpartum. Nonetheless, plans are underway to expand the requirement to six months.
There are three payment options, such as a monthly subscription for Sh399, a 3-month Sh1,199, and a one-time payment of Sh2,499, which cover the entire pregnancy as well as 8 weeks after birth.
“We also provide various services like ANC clinics and consultations with specialists, each with its own pricing,” the Marketing and Communication Manager added.
A total of 400 women have been onboarded onto the platform, with 150 mothers offboarded.
The services being offered online have enabled them to reach more mothers countrywide.
Whereas their physical services are at the ANC clinics and Lamaze classes in Nairobi, they are looking to extend the services across the country.
Like other startups, Malaica faces a number of challenges, one of which is demonstrating the authenticity of the product.
Also, expansion to remote and underserved areas poses logistical challenges for the firm, among others.
“Lastly, ensuring the financial sustainability of the business, particularly while offering affordable subscription programs, requires a careful balancing act.”
Besides Kenya, the firm is targeting other sub-Saharan African countries.
“As a health-tech company, Malaica remains committed to harnessing cutting-edge technology for telehealth services, with the aim of making our services even more accessible and convenient, particularly for mothers in remote areas,” she said.
“Our aspirations also include nurturing the growth of our community. The supportive network of expectant mothers will continue to flourish, facilitating connections among mothers and providing a robust foundation of emotional support.”
