Maternal health brand My Expert Midwife has secured £1.6 million in follow-on funding to support its ambitious growth plans, with the investment led by Pembroke VCT contributing £1.5 million, and existing angel investors supplying the remainder.
The funding will accelerate the brand’s e-commerce development, support broader retail distribution, and enable further investment in research, product innovation, and strategic partnerships. The announcement follows a period of rapid growth for the brand, which was founded in Yorkshire in 2017 by practicing NHS midwives.
With a unique focus on combining clinically developed products and expert midwife-led support, My Expert Midwife has earned trust from both healthcare professionals and parents. The business continues to be led by NHS-qualified midwives who remain active in clinical practice and guide product development with evidence-based insights.
Retail expansion has been a major focus over the past year. Alongside established listings with Boots, John Lewis, Ocado, Asda, and Amazon, the brand has recently secured national partnerships with Sainsbury’s and Morrisons. These retail gains follow the early relaunch of the My Expert Midwife Baby line in Boots, with strong results from hero products like Dribble Defence and Bum Balm—the latter reporting nearly 100% sales growth.
The latest round of funding reflects growing confidence in the brand’s trajectory. Pembroke VCT, which made its first investment in May 2022, is backing the business for a second time.
Karen Doran, CEO of My Expert Midwife, said: “This investment marks an exciting new chapter. We’re proud of the impact we’ve made so far, and this funding will allow us to build awareness and reach more women and families with clinically-backed support. We’re focused on scaling while staying true to our purpose.”
Fred Ursell, Head of Investments at Pembroke VCT, added: “We first backed My Expert Midwife for its clinical credibility and the deep trust it has built with customers. Over the last year, the team has made meaningful progress—expanding distribution, relaunching the brand, and strengthening operations. We’re proud to continue our support as the company builds towards becoming a category-defining leader in maternal and baby care.”
Demand in the maternal wellness market continues to grow, with global forecasts predicting the sector will exceed £25 billion by 2030. Products supporting women’s health, pain management, and postnatal recovery are increasingly in focus, as awareness of the challenges faced during early parenthood rises.
In 2024 alone, My Expert Midwife’s flagship Spritz for Bitz product reached an estimated 20% of all postnatal women in the UK—evidence of the brand’s fast-rising influence in a sector ripe for innovation and expert-led care.
