Baby and breastfeeding app Anya joins NHS Innovation Accelerator

The breastfeeding and parenting support app Anya has been named one of 17 promising innovations to join the NHS Innovation Accelerator 2023. 

Anya founder and CEO, Dr Chen Mao Davies, has been awarded an NIA fellowship that will provide the opportunity to engage with policy makers and influencers, to gain a deeper understanding of the needs, challenges and possibilities for digitally enabled care across the health and social care system.

This year’s cohort of 17 fellows brings the total innovations supported to 85, with 60 having scaled internationally.

The UK has among the worst breastfeeding rates in the world and has higher formula milk usage than any other country.

Experts say nine in ten (90 per cent) of mothers are reported to have given up breastfeeding before they wanted citing pain and a lack of support as the primary reasons. 

The Anya app uses interactive 3D technology and AI to provide parenting and breastfeeding support and help parents on their journey.

Dr Davies developed the app after experiencing her own significant physical and mental health challenges with her baby. 

“After I became a mother, I discovered that innovation is needed in public health.

“The more I spoke to mothers about it, the more it made me feel that this was to become my mission. If I don’t do it, who else will?”

Independent analysis of NHS pilot data has shown Anya has seen its users breastfeeding at double the national average.

During the pilot, over 60 per cent of user demand was seen out of hours, proving the support the app provides through collaboration with NHS health services could be vital. 

The company has already secured partnerships with NHS providers and health systems across the UK and is now available to over four million users. 

The app has also partnered with employers, and is currently working with insurers and benefits companies to provide its support to parents through employers. 

The NIA programme, the founder says, will support further Patient and Public Involvement and Engagement (PPIE) and product R&D work, enabling the development of increased AI-powered support, new app features, and joined-up antenatal and postnatal support.

“We need innovation now more than ever before,” explains Amanda Pritchard, chief executive of NHS England. 

“If we think about the increasing level of demand on the NHS, innovation is not just nice to have, it’s essential.”