NHS problem

In 2014 the Government announced campaigns to reduce the stillbirth rate by half in England by 2025 from the rate recorded in 2010. This would mean that the rate would need to decrease to 2.6 stillbirths per 1000 births.

The National Maternity Review identified that maternity services in England needed to ‘become safer, more personalised, kinder, professional and more family friendly; where every woman has access to information to enable her to make decisions about her care’.

Research has shown that commercial, more engaging, fun apps have increased frequency of usage and improved access to information.

The solution

bumpf is a Mobile Pregnancy App. Proven life saving content from MAMA Academy is interwoven through a fun, interactive interface, combining features for parents to plan, record, share and learn through their pregnancy journey and beyond.

A carefully balanced conduit for safety and wellbeing is intertwined with practical and commercial communications. Research shows that such an approach will be more readily utilised by this audience. Moving on with tech, the app allows the user to personalise bumpf and their own personal content to plan and record their journey, alongside safety information.


The application aims to save time for midwives, as mothers will have another access point for information. The platform can also pre-warn of issues / topics and hence pre-answer potential questions, using the week by week layout of the app – this will save referral time.

For every life saved, £4,500 is saved in NHS costs, this saving would be achieved with bumpf’s safety advice (such as, reduced movements etc.), empowering parents to contact their healthcare professional (HCP). It is difficult to directly quantify how much the app would be responsible for directly saving a life.

The app also covers mental health through a diary and organisation tools. This will provide savings across other strained areas of the NHS, whilst most importantly, saving parents from feeling alone, and conditions such as postpartum depression, in the first instance – this often is a cost to the family and society, not just the NHS.