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LactApp is AI-enabled postnatal maternity advice and breastfeeding support. The mobile App is available in English,...

23/02/2024 Insurance Innovation


LactApp is AI-enabled postnatal maternity advice and breastfeeding support in a mobile app.

Innovation presentation

LactApp is the first digital lactation consultant and postnatal maternity expert in your pocket that gives new mothers personalized expert answers to breastfeeding and maternity questions. Breastfeeding looks and sounds easy and natural, but there can be many challenges that can lead a mother to quit early, even if she intended to breastfeed for longer. Many worries arise about what is normal and what is not for any new mother. The AI-enabled mobile App gives customized, evidence-based, and non-judgemental expert information based on each individual user profile. With over 800,000 downloads from over 177 countries and more than 20,000 premium subscriptions sold, LactApp’s enormous data set and expertise are at the base of proprietary AI technology that will reduce costs to healthcare systems by improving the postnatal experience of mothers.

Since late 2022, LactApp has been a trusted innovation partner of ADESLAS, one of Spain's biggest health insurance companies, providing their policyholders with premium subscriptions as an innovative maternity service with excellent results: 9 out of 10 users value the brand association positively, 9 out of 10 users have avoided a medical visit thanks to clarifying their questions with LactApp and they give LactApp an NPS of 86.

Uniqueness of the project

LactApp goes way beyond the typical breastfeeding tracker app experience, as it includes many proactive features and provides a consultation channel where specifically trained LactApp experts answer individual consultations.

The clinical team behind the content of the app is at the forefront of maternity care and is composed of midwives, IBCLC (International Board Certified Lactation Consultants), psychologists, and nutritionists. Co-founder Alba Padró is a bestselling author of several breastfeeding books, and together with Laia Aguilar, the Director of LactApp Medical, they are also involved in publishing research on the topic of lactation medicine.

On a technological level, the app technology is native and developed by an in-house team using newly available tools that allow the clinical expert team to update content continuously. This expertise, together with the high volume of user interactions, results in higher data quality at the core of AI development. Currently, LactApp’s data quality and quantity, used to train AI models, are at the forefront of the industry.

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