Summary
Anya is a pregnancy, parenting and breastfeeding support app, which utilises cutting-edge technology and artificial intelligence (AI) to provide parents and parents-to-be with vital support during the first 1,001 days of their parenting and breastfeeding journey. It delivers trusted, accurate and evidence-based information.
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I learned a huge amount in the bootcamp training and was able to share my business ideas with fellow innovators, present my business proposition to a panel of experts and start building relationships with a network of experts and fellow entrepreneurs. Since then, I have continued to receive ongoing support from Health Innovation West of England with regards to funding opportunities, application reviews, pilot evaluations and connecting me to NHS maternity services and commissioners. I definitely would not be where I am now without the help of Health Innovation West of England.
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Dr Chen Mao Davies, Founder/CEO of Anya
What the project involved
In the UK we have some of the lowest breastfeeding rates in the world, with eight out of ten women stopping breastfeeding before they want to. In response to this and her own struggles with breastfeeding, Dr Chen Mao Davies developed the Anya app, working with the country’s leading infant feeding experts.
Using smart technology, the Anya app provides parents and parents-to-be with vital support during their parenting and breastfeeding journey. It delivers trusted, accurate and evidence-based information with two unique features:
- LatchAid™, a 3D animation breastfeeding support tool, using cutting-edge interactive technology to learn skills intuitively.
- Anya AI, the bespoke virtual supporter, providing information 24/7, for those times when it’s just not possible to get help or answers.
The health innovation networks have supported Anya since 2018, helping to test the validity of the early-stage business proposition and supporting them to navigate the healthcare marketplace.
Anya began its innovation journey in 2018 on Health Innovation West of England’s bootcamp training programme where its founder, Dr Chen Mao Davies, learned how to navigate the complex healthcare landscape and pitch her ideas into the NHS.
Health Innovation West of England has continued to help the company on its healthcare innovation journey to develop the app towards market-readiness, including successful applications for SBRI Healthcare funding, entry onto the NHS Innovation Accelerator programme and reviewing outcomes from pilots. Health Innovation Kent Surrey Sussex has also supported Anya with procurement in their local integrated care systems.
Outcomes
Patient and health care provider impact
In partnership with 12 NHS trusts and VirginCare, a four-month pilot project from October 2021 saw the Anya app prescribed for free to 5,000 families, as part of their infant feeding support. Infant feeding experts, midwives and health visitors were able to prescribe Anya for free to all new parents (iOS users) in participating regions. Read more here.
In 2022, Anya secured four contracts from NHS and NHS Providers, covering a population of 2 million.
Early user studies indicate that over 70% of mothers increased their breastfeeding confidence and skills in just four weeks. 96% of mothers using the app are breastfeeding their babies at six weeks (compared with the national UK average of 48%) – an increase of 100%.
The Anya app now has users in 95 countries.
The Anya app (iOS and Android) is now available to more than 4.3 million NHS service users.
Economic impact
Anya has been awarded over £365,000 grant funding from Innovate UK, EU, UnLtd, the NHS and SBRI, including three Innovate UK grants totaling over £190,000 and, most recently, £100,000 of SBRI funding to tackle health inequalities in maternity care.
Since 2019, the company has secured one Innovate UK loan totaling £510,000 and £500,000 in equity investment.
The team has now grown to a team of eight employees (an increase from two employees in early 2022).
Next steps
Health Innovation West of England is currently working with Gloucestershire’s Local Maternity and Neonatal System on a ‘proof of value’ project to address healthcare inequalities in the region – implementing and evaluating the use of the Anya app to support communities who would not normally take up breastfeeding. You can read more about this work and the journey of Anya on the Health Innovation West of England website.
You can also read this interview and Meet the Innovator: Dr Chen Mao Davies.
