STYR Labs has launched GYFT Baby, a subscription service for expecting mothers comprised of a mindfulness educational app, prenatal vitamin shipments, and a wearable for motion tracking and hydration alerts. Released early last month, the consumer offering comes at $249 for a full 36-week term, or $99 per trimester.
While the GYFT Digital Pendant’s functionalities are fairly barebones — its highlight feature involves holding a button to timestamp particular bookmarks during a pregnancy — the GYFT Baby app includes digital coaching built by a team with expertise ranging from nutrition to fitness to neuroscience. The vitamin supplements, meanwhile, are designed to best fit the nutrition needs of each trimester.
What’s the impact
Proper nutrition and education are both vital to a healthy pregnancy. GYFT Baby looks to conveniently engage soon-to-be mothers in both of these areas (although the sizable population that may be in the greatest need for prenatal dietary and nutrition guidance likely won’t be able to afford GYFT Baby’s $249 price tag).
What is the trend
Pregnancy and baby-focused tech continues to be a big pull for consumers, while Amazon’s recent big-ticket purchase of virtual pharmacy startup PillPack suggests that the mail-order medication and supplement market may be on the rise. Digital-based pregnancy management services similar to GYFT Baby exist on the provider side as well — see Babyscripts, a virtual obstetrics care management platform that recently acquired the iBirth pregnancy app.
On the record
“The dosing and sourcing of ingredients in the GYFT Prenatal Vitamins is based on a review of more than 350 clinical trials and studies to assure maximum effectiveness, purpose and bioavailability,” Sergio Radovcic, CEO and founder of STYR Labs, said in a statement. “Our goal was to center everything on the latest prenatal ingredient science by working with researchers in academia and then surround that with best-in-class AI-based technology to deliver an amazing experience we call the digital pregnancy vitamin.”
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