Report by Melanie Corlett, CEO and Founder of Mumli
Motherhood in the digital age is very different from the experience of previous generations, with new data showing that Gen Z moms are unlikely to ever set foot in a physical store to buy items for their children.
With two billion mothers worldwide and 140 million new mums each year, soon 85% of new mums will be either Millennials or Gen Z and will turn primarily to the internet for advice at every stage of their journey. of maternity.
The modern motherhood experience is heavily digital-dependent, and with that comes new trials, tribulations, and opportunities.
My Maternity Experience
When I was pregnant with my first child, spending sleepless nights and googling for answers, I was overwhelmed and lost in the amount of information available that instilled fear rather than resonated with me. With heavy, tired eyes, I searched for connections to other moms who had gone through similar experiences to me and who might have the answers I was looking for.
Being connected to products, services and solutions specifically designed for my experience and my stage in my motherhood journey would have been extremely helpful.
There’s so much information out there, but how do moms understand it, and once they find it, what do they do with it? Is it just sitting in an open “brain tab”! ?
Ex-banker, ex-owner of a gym – turned app founder?
Amazingly, my career started in finance and banking – I love math and numbers, what can I say! However, my real passion has always been the health of women and mothers. After trying my hand at this as a side hustle in college, where I started a women’s fitness business that primarily helped moms postpartum recovery, I decided I wanted to explore this further. After a year and a half of planning, I opened my first fitness center – a women’s only gym in Sydney where I worked closely with women and mums for four years before developing Mumli.
The idea for Mumli first started as a platform for moms where we could bring all the knowledge we gathered about postpartum and birth recovery into one simple app. The gym turned out to be a success and I loved it, but the realization that there was nothing there to help mothers uncover relevant and important postnatal information was too strong to ignore. .
After several focus groups where we talked to moms and gathered feedback, we realized that the problem was much bigger than expected. The mothers we spoke to told us that they would like information about their pelvic floor. But they would also like information about breastfeeding and pregnancy, and how to make the best decision with my obstetrician. And do they need a midwife or a doula? And what even is a doula!?
So in 2020, I took matters into my own hands and created the app that all moms deserve. We designed Mumli to make pregnancy and motherhood easier. Mumli provides mothers with the tools they need to write their own maternity manual, curating personalized recommendations of products, content and services based on their stage of motherhood and location. It’s a pregnancy guide and pocket parenting assistant, all in one – a place to unload your ‘mummy brain’ and find expert answers and support.
The idea just got bigger and bigger and before I knew it, I was an ex-banker, ex-gym owner, now working in tech.
A juggling act
I find myself in constant conflict as a mother of two and a businesswoman. I often feel like I’m sacrificing either precious time with my kids or my career. Being 10 out of 10 in my business makes me feel like you can’t be 10 out of 10 as a mother. It can feel like a zero-sum game in a way – like you never win and you constantly lose.
I remind myself daily that I matter as an individual, as a person, outside of being a mom. The things that mothers want to accomplish matter and should not come with a chain of guilt. You are not a bad or selfish mother for wanting to reclaim your identity and pursue passions and interests outside of motherhood. Undoing this thought process is both challenging and challenging, yet incredibly rewarding.
Developing an app that makes life easier for moms, that was designed for women and informed by women was hugely important to me. The Mumli app is currently in closed beta and is focused on promoting the importance of community and connection and providing support when it’s needed most.
Mumli is a one-of-a-kind social discovery and sharing app that connects moms to the resources, products, and services they need, when they need them. It is available for free download through the Apple app and Google Play stores, worldwide. Visit Mumli.com.