UK-based maternal health brand My Expert Midwife has secured £1.6 million in fresh funding led by Pembroke VCT, with existing angel investors contributing the remainder. The funding will support e-commerce development, retail expansion, and product innovation.
Founded in 2017 by practicing NHS midwives, My Expert Midwife combines clinically developed products with midwife-led support. The company continues to be led by NHS-qualified midwives who remain active in clinical practice and guide product development.
The brand has expanded its retail presence over the past year, securing national partnerships with Sainsbury’s and Morrisons alongside existing listings with Boots, John Lewis, Ocado, Asda, and Amazon.
“This investment marks an exciting new chapter,” said Karen Doran, CEO of My Expert Midwife. “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.”
Pembroke VCT, which first invested in May 2022, is backing the business for a second time. “We first backed My Expert Midwife for its clinical credibility and the deep trust it has built with customers,” said Fred Ursell, Head of Investments at Pembroke VCT.
