Shaping the Future of Maternity Care with The Mindful Birth Group
When Emiliana Hall founded The Mindful Birth Group, it was driven by a deeply personal experience. After navigating the complexities of the UK maternity system during her own pregnancy, birth and postnatal period, she saw the gaps in accessible, unbiased, and inclusive maternity support for families. From this realisation, her mission was born—to provide families with the resources they need during one of the most critical times in their lives.
The Mindful Birth Group Founder, Emiliana Hall.
“We’re committed to supporting and empowering families with comprehensive, affordable, and evidence-based support,” says Emiliana. “Our goal is to make sure no one feels lost or unsupported during their maternity journey.”
At the core of The Mindful Birth Group is the PregnaHub® app, which offers personalised antenatal and postnatal education and support. Combined with live Mindful Natal® classes, the app has proven to be a vital tool for families seeking guidance and reassurance throughout pregnancy, birth, and beyond.
Balancing Purpose and Profitability
Building a mission-driven business is crucial for Emiliana, but she’s quick to point out that profitability is just as important for sustaining long-term impact.
“For us to effectively serve our mission, we need to prioritize financial profitability and growth. This isn’t just about success; it’s about creating a sustainable model that lets us expand our reach and innovate.”
By aligning her mission with financial sustainability, Emiliana is able to maintain high-quality content, attract talented professionals, and reinvest into the growth of the business—all while making a lasting impact on the lives of the families she serves.
The Role of Angel Investors
Emiliana attributes much of The Mindful Birth Group’s success to the invaluable support of their angel investors.
“Angel investors have been instrumental in our growth far beyond just providing capital. Their mentorship and strategic guidance have helped us refine our business model and navigate challenges.”
Emiliana highlights the breadth of support she’s received from her investors, emphasising how critical it’s been for their impact so far:
Mentorship and Expertise: Investors have brought diverse experience from various industries, offering strategic guidance that has helped refine their business model and optimise operations. “Their advice on everything from scaling strategies to marketing tactics has been crucial for our growth,” says Emiliana.
Connections and Networking: Beyond financial support, her investors have opened doors to valuable networks. They facilitated introductions to potential partners, other investors and industry leaders, which has expanded her reach and boosted credibility. These connections have unlocked new opportunities and key relationships that continue to benefit the business.
Advocacy and Support: Leading a startup takes resilience and perseverance, Emiliana’s investors have been passionate advocates for The Mindful Birth Group’s mission, providing more than just professional advice. “Their belief in our vision keeps us motivated, especially during challenging times,” Emiliana shares. “They act as ambassadors for our brand, helping to build our reputation in the industry.”
The Value of Diversity in Angel Investment
For Emiliana, having diverse investors in the angel ecosystem is not just about representation—it’s about innovation and inclusion.
“Diverse investors bring a range of perspectives and experiences that lead to more innovative solutions. They’re also more likely to identify opportunities that serve underrepresented communities, which ensures that the entrepreneurial ecosystem is inclusive”
This is a rallying crying that has been heard from within the entrepreneurial community for some time. Diversity in our investment ecosystem (moving away from a homogenous group) means more diverse problems get addressed and therefore more customers are served - closing market gaps that might otherwise go unnoticed.
By participating in the entrepreneurial ecosystem, diverse investors serve as role models, inspiring a new generation of entrepreneurs. Seeing investors who share similar experiences empowers more individuals to pursue their entrepreneurial ambitions and seek investment opportunities, ultimately enriching the entire ecosystem.
Emiliana’s guidance to angel investors resonates with that shared by Annick Ireland, cofounder of Immaculate Vegan:
“When you invest in a startup, you’re investing in the people behind it. Passion, commitment, and resilience are key. Evaluate the founder’s track record and ability to execute, and be prepared for a long journey filled with challenges”
It’s all about impact.
The PregnaHub® app has been designed with the unique challenges faced by many communities in mind, including black mothers and families.
The team are committed to creating a space that is inclusive, empowering, and supportive. To achieve this the app provides culturally sensitive resources, including expert-led content that addresses the specific needs and concerns of black mothers and families, from pregnancy through to postnatal recovery.
They also collaborate with healthcare professionals and maternal health advocates who are experienced in these areas, ensuring that every aspect of the PregnaHub® experience reflects diverse perspectives and lived experiences.
Through their moderated community, they are also focused on delivering a safe and respectful environment where all voices are heard, and every family can find the support they deserve.
It’s not surprising therefore, that one of the most rewarding aspects of running The Mindful Birth Group is seeing firsthand the positive impact they’re having on families.
Emiliana often reflects on the validation they receive from clients and educators alike.
“Every time a teacher shares a message from a course client, or when we receive a glowing Trustpilot review, it becomes crystal clear how much of a difference we’re making in people’s lives,” she shares. “Knowing we’ve had a massive impact on the beginning of a new family’s life just by educating them about their options and supporting their choices is incredibly fulfilling. It’s moments like these that reaffirm our mission and the importance of what we do.”
For investors, this kind of feedback serves as a powerful indicator of the startup’s value and its potential for even greater impact
Looking Forward
As The Mindful Birth Group continues to grow, Emiliana remains focused on securing further investment so that they can expand the reach of the PregnaHub® app subscriptions but also making it available for free to those who are unable to afford it via charity organisations
“We’ve proven our model, and now we need the funding to amplify it,” she explains. “With the right support, we can ensure that more families have access to the resources they need during one of the most important times of their lives”
Additionally, one of the ways The Mindful Birth Group are ensuring their support reaches expectant families is through corporate partnerships. They are able to seamlessly integrate the PregnaHub® app into corporate offerings to ensure workforces have access to appropriate and supportive information throughout this important life stage.
For aspiring and experienced angel investors alike, Emiliana’s story is a powerful reminder of the role they play in supporting businesses that are changing lives. Through investment and mentorship, investors have the opportunity to make a meaningful impact—one that echoes far beyond financial returns.
Interested in learning more about The Mindful Birth Group?
Interested in learning more about The Mindful Birth Group and how they’re transforming maternity care? Connect with Emiliana for insights, partnership opportunities, or to explore their mission-driven work further. You can contact Emiliana here.
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