amma pregnancy tracker is now amma family

When amma launched, its core product was a pregnancy tracker, and most advertisers came to amma to reach expectant mothers. Its audience has since grown well beyond pregnancy, and so have the categories of brands it can work with: from pregnancy products to food and beverages, household products and pet care.

amma started by expanding its own app, adding a baby tracker for new parents and a period tracker for women planning a pregnancy. That opened up opportunities for brands offering baby products, personal care, fertility-related products and other essentials for growing families.

Next came strategic partnerships that took amma beyond its own app. Sprouty helped it reach families with children aged six months and older. Pregmate connected it with women tracking ovulation. Mimika introduced it to a broader female audience interested in health, fitness and active lifestyles. Together, these partnerships let amma support advertising campaigns that extend far beyond pregnancy and infant care.

The biggest expansion yet came through Buzzaar, a word-of-mouth marketing agency in which amma acquired a 51% stake. It opened the door to a much wider range of FMCG categories, including food and beverages, household products, cleaning supplies, pet care and other everyday consumer goods. It also widened what amma can offer brands: beyond in-app advertising, it can now deliver product sampling campaigns, consumer trials, authentic reviews and word-of-mouth recommendations.

For families, this means chances to discover and try relevant products for free and to share their experiences with others. For advertisers, amma brings different audiences and marketing channels together in a single commercial relationship, with one client service team, coordinated planning and consolidated reporting.

That's why amma is changing its corporate identity from amma pregnancy tracker to amma family. The pregnancy app remains an essential part of the business, but the company amma has become serves a much broader range of audiences, consumer needs and advertising categories.

amma is open to working with brands across a wide range of consumer categories. Brands looking for new ways to introduce their products to women and families can get in touch.