For medical insurers
Turn maternity benefits into a journey members follow
South Africa's leading medical insurers use Parent Sense to support members from pregnancy to age five, and to show measurable value for it.
Trusted by
11% to 59%
App take-up at our longest insurer partnership over three years*
76%
Maternity bag take-up among registered maternity members
7 in 10
Members who used the app rated it valuable or said they loved it
4.3 / 5
Average member rating for our expert webinars
*Among registered maternity members whose contact details are shared with us, 2023 to 2025. Ratings from a member survey, April 2026, based on members who had used the app or attended a webinar.
The challenge
Maternity is one of an insurer's highest-cost, highest-anxiety member moments. Benefits go unused, education is claimed piecemeal, and members turn to the call centre for guidance an app could give.
What we deliver
Education-first front door
Antenatal, breastfeeding and sleep courses led by registered midwives, nurses and specialists.
Benefit nudges
Messages timed to pregnancy week and baby age, so members use what they're already covered for.
Maternity bag
A branded welcome gift that turns a physical benefit into digital sign-up.
Expert webinars and aiah
Monthly live webinars, plus aiah, our assistant that answers from an expert-reviewed library and directs parents to a health professional when it should.
Nurture@Home
Nurse-led home coaching for families after a NICU stay, alongside the app.
The proof
The evidence behind education-first
Antenatal education is associated with fewer caesarean births and lower birth-related costs among first-time mothers.
Source: Levett et al., BMJ Open
Structured lactation support roughly doubles the likelihood a mother is still exclusively breastfeeding at six months.
Source: Pascual et al., 2025
In a South African study, flu vaccination in pregnancy was 65% effective against infant flu hospitalisation.
Source: Open Forum Infectious Diseases, 2022
The partnership playbook
What our most successful insurer partnerships do differently.
- 1
Access
Share eligible member contact details securely. Members we can reach directly take up the app three to five times more often.
- 2
Onboard
Structured SMS and email journeys from day one.
- 3
Incentivise
A maternity bag creates real value and bridges members into the app.
- 4
Embed
Your website, claims pages and member events carry Parent Sense too.
- 5
Engage
Always-on webinars, WhatsApp and in-app messages build the habit.
What members tell us
"This was super eye opening. I am still five months pregnant, so I may need a refresher in a few months' time. Thank you to the Parent Sense and Medihelp teams for making this possible."
"Meg is excellent. Her weekly videos on the app have been spot on. My baby is a social butterfly and I am completely exhausted, but she helps me understand my baby better."
"Absolutely life changing for motherhood."
Built to be trusted
Expert-led
Content by 15+ paediatric and maternal health experts, mapped to Department of Health and WHO guidance.
Clear clinical boundaries
aiah answers from our curated library and redirects parents to a health professional for medical concerns. It doesn't diagnose or replace care.
Secure by design
POPIA and GDPR compliant, Cyber Essentials certified, hosted on AWS and penetration tested every year.
Independently assessed
ORCHA assured for the UK and EU.
Reporting you can take to your board
Every insurer partner gets regular, anonymised reporting on the numbers that matter.
Let's build your business case
Tell us about your maternity population, and we'll come back with a plan, pricing and the metrics we'll report on.