Routine appointments
Planned check-ins with healthcare professionals.
For investors & strategic partners
The missing middle in maternity care.
Care journey
The support layer between planned visits and urgent care.
MidwifeX
Education, support & guidance
Urgent / emergency care
Clinical concerns: signposted to NHS or emergency care.
MidwifeX is a built digital maternity support platform combining AI-powered pregnancy guidance, personalised preparation and access to registered midwives.
£250KPre-Seed Round£2.25M Pre-Money · 10% Equity
Built product Clinical leadership Ready for UK launch
£250K raisePre-seed round
£2.25M pre-money£2.50M post-money · 10% equity
Built productReady for UK launch
AI + midwivesRegistered midwives behind the technology
UK-firstEurope & Oceania longer term
Founding team
Midwifery expertise meets AI and product execution.
MidwifeX brings maternity experience and technology delivery together from day one — trusted pregnancy education and the technical capability to build and ship the product.
NMC-registered midwifery expertise+AI, product & technology execution
Clinical leadership
Ellisha Jade Wright
Co-Founder & Director of Clinical Services
NMC Registered Midwife with 10+ years of maternity experience across NHS and independent midwifery. Leads midwifery content and midwife engagement.
Technology leadership
Muhammad Ahmed Rao
Co-Founder & AI / Product Lead
13+ years across data, engineering, analytics and applied AI. Leads product execution, technology strategy and AI development.
The problem
Pregnancy has a support gap.
Scheduled maternity appointments are essential, but they are spaced out. Between those planned visits and the moments that require urgent clinical attention, families are often left with questions, uncertainty and changing needs — and no clear place to turn. MidwifeX provides an accessible support layer for that gap, combining digital guidance with access to registered midwives, while always directing urgent concerns to appropriate clinical care.
The solution
AI-powered pregnancy education, designed with registered midwives.
AI provides always-available pregnancy education and preparation. Registered midwives provide the human connection through pregnancy education and reassurance. MidwifeX supports informed, prepared families; it does not replace professional medical care.
Core differentiator
Pregnancy education with registered midwives
Pregnancy education and reassurance from registered midwives, alongside the AI-powered pregnancy experience.
AI pregnancy guide
Educational, conversational support throughout pregnancy.
Personal pregnancy journey
Week-by-week information, journalling and personalised preparation.
Birth & hospital preparation
Birth planning, checklists and practical preparation.
Product demo
See MidwifeX in action.
The product is built and ready for UK launch. Watch the working platform: the digital pregnancy journey, AI pregnancy guide, planning tools, journalling and pregnancy education with registered midwives.
Watch the demo1:37
Why now
From built product to UK market launch.
The product is built. Clinical leadership is in place. The next phase is commercial launch, customer acquisition and real-world validation in the UK.
- 01Built
- 02UK launch
- 03Paying users
- 04Validated engagement
- 05Healthcare partnerships
- 06Scale
The round
£250K Pre-Seed Round
We are raising £250K to launch, validate and build the foundation for scale.
- Raise
- £250K
- Pre-Money
- £2.25M
- Post-Money
- £2.50M
- Equity
- 10%
UK launch & marketing
Customer acquisition, onboarding and market entry.
Insurance & operational readiness
Clinical/professional insurance and launch-critical operational requirements.
User validation
Paid users, engagement, retention and evidence from real-world usage.
Healthcare partnerships
Building strategic relationships and future healthcare pathways.
The path this round unlocks
Built product UK launch Paying users Validated engagement Evidence Healthcare partnerships European & Oceania expansionInvestment case
Why MidwifeX?
Large and recurring maternity support need
Every pregnancy creates a clearly defined, high-intent period of support needs — and a new cohort of families each year.
AI + registered midwife education
AI-powered pregnancy education designed with registered midwives — technology that supports preparation, not professional medical care.
Strong midwifery + technical founding team
NMC-registered midwifery experience combined with AI, product and technology execution.
Consumer subscriptions, with future channels
A direct-to-consumer subscription model first, with future healthcare, employer and insurer channels.
UK-first, then Europe & Oceania
A focused UK launch, with a longer-term expansion opportunity across Europe and Oceania.
Business model
A consumer healthcare model with strategic expansion paths.
The initial model is direct-to-consumer. Healthcare, employer, insurer and strategic partnership channels are future expansion opportunities, not current revenue.
Initial model · Direct-to-consumer
Subscription plans
Consumer subscription plans and paid pregnancy education sessions with registered midwives.
Future · Healthcare partnerships
Future provider pathways
Planned opportunities to develop NHS and healthcare-provider pathways.
Future · Strategic channels
Additional routes to market
Potential employer, insurer and strategic partnership opportunities.
Growth horizon
UK-first. Built for Europe and Oceania.
MidwifeX is launching in the UK first, with a longer-term opportunity to expand across Europe and Oceania through consumer adoption and strategic healthcare partnerships.
Investment opportunity
Invest in the next stage of MidwifeX.
A built product. Clinical leadership. A focused UK launch. A scalable opportunity across Europe and Oceania.
£250K Pre-Seed £2.25M Pre-Money 10% Equity
View investor deckBook an investor conversation
Looking for strategic investors and healthcare partners across women's health, digital health, AI and consumer healthcare.
Contact
Speak with the founders.
Muhammad Ahmed Rao
Co-Founder & AI / Product Lead
ahmed.rao@midwifex.aiLinkedInEllisha Jade Wright
Co-Founder & Director of Clinical Services
ellisha@midwifex.aiLinkedIn