Product
amma launches a fourth-trimester tracker for the first 12 weeks after birth
A new section of amma pregnancy tracker supports parents through the first 12 weeks of their baby's life with trusted information and emotional support.
amma pregnancy tracker now includes a fully functional fourth-trimester tracker: a new section that supports parents during the first 12 weeks of their baby's life.
The update grew out of user feedback. Every day, more than 3,000 amma users give birth, and many of them were asking for help with postpartum information and emotional support. According to amma's data, 80% of users keep using the app after their baby arrives.
amma took its first steps into the fourth trimester in 2020, experimenting with features such as feeding trackers. It quickly became clear that most parents didn't have the time or need for those extras: what they wanted was trusted information and emotional support, the same things amma had given them during pregnancy. The team used that experience to refine its approach and introduced practical, informative content together with a white noise feature.
The combination delivered immediate results. Up to 80% of the users who give birth each day move on to the new section, and its seven-day retention has reached 45%, without an extensive marketing campaign.
Next, amma plans to gently encourage parents to track their baby's sleep, and it is building feeding features for parents worried about their baby's weight gain. The team will keep improving the app based on user feedback.
Want to build something like this with amma?
Tell us about your brand and what you have in mind. Our partnerships team will get back to you.
