Problem
During pregnancy, many women face anxiety, sleep disorders, fear of childbirth, irritability, emotional overload, and difficulty dealing with these changes between antenatal visits. The available care is usually punctual, dispersed, or generic, leaving the pregnant woman without continuous support to take care of her emotional well-being on a daily basis.
Solution
Porttu offers continuous support between appointments through brief check-ins about mood, energy, body and bond, which help to understand how the pregnant woman is doing at all times. Based on this information, the pregnancy phase, the user's preferences and their history of use, the platform provides personalized sensory experiences for situations such as anxiety, sleep disorders, fear of childbirth, tension, and emotional overload. Over time, Porttu records this journey, allowing pregnant women to recognize their own changes and patterns during pregnancy. This support does not replace professional monitoring or perform diagnoses.
Business model
Porttu operates on the B2C model, with direct sale of access to the platform throughout the pregnancy. The expected average ticket is R$ 197 per pregnant woman, in a single payment, guaranteeing access to personalized experiences and the monitoring of the journey throughout the pregnancy. In the future, the model may be expanded to B2B and B2G partnerships with clinics, maternity hospitals, companies, and health programs.
Market
The global market for pregnancy and maternal care apps is estimated to be around US$ 2,1 billions in 2026 and should reach approximately US$ 6,1 Billions even 2033, with an average annual growth of 16,6%. Porttu operates in this market with a specific focus on emotional self-care and well-being during pregnancy.
Competitors
The closest competitors are My Maternal Mind and Soula, which offer personalized emotional support for women and pregnant women. We also compete indirectly with Cíngulo, Calm and Headspace, on emotional well-being, and with pregnancy apps such as Pregnancy+ and Flo, which focus on pregnancy monitoring and content. Porttu's differential is to integrate check-in of the perceived state, personalization of the sensory experience and the longitudinal history of pregnancy into a journey specifically designed for pregnant women.
Competitive differentiation
Porttu was developed specifically for emotional self-care during pregnancy, and not as an adaptation of a generic wellness app. Its differential lies in the construction of its own system that relates the moment of pregnancy, the state perceived by the pregnant woman, her preferences and her history to the most appropriate practices for each situation. As the platform is used, this model allows us to accumulate knowledge about the gestational journey and to improve the personalization of care, creating a specialized base that is difficult to reproduce with a content library alone.
Entry barrier
Porttu was developed specifically for pregnancy, and not adapted from a generic wellness platform. Its differential lies in its own contextual selection engine that considers, together, the gestational week, mood, energy, body, bond, preferences and history of the user to define the practice most compatible with each moment. This engine is combined with a catalog structured specifically for the gestational journey and safety rules that avoid diagnosis or clinical inferences. With continuous use, Porttu also builds an individual longitudinal history, creating the basis for increasingly specialized personalization and, with scale, for an active owner of knowledge about self-care during pregnancy.
Traction
We don't have commercial traction data yet. Porttu is in the final stages of development and preparation for validation with female users, before launch. The next cycle will be dedicated to measuring adherence, frequency of use, retention, conversion to paid access, and perception of value by pregnant women.