Pembroke VCT, a venture capital trust focused on backing early-stage businesses led by exceptional founders and management teams, has invested in My Expert Midwife, a midwife-founded brand for pregnancy, birth and beyond.
The £2 million fundraise was led by Pembroke, who invested £1.5 million alongside existing shareholders and angel investors.
My Expert Midwife was established in 2017 by registered midwife, Lesley Gilchrist and massage specialist, Claire Charlton. Drawing from their personal experience and professional expertise of caring for women throughout pregnancy, the brand launched a range of no-nonsense products developed to tackle taboos around pregnancy and childbirth for new and expectant mums and new babies. At the heart of the business is a team of expert midwives with over 140 years of combined experience.
The brand currently has a portfolio of 19 products all designed to help women prepare and recover during pregnancy, birth and early parenthood alongside midwife-developed webinars, antenatal classes and e-books.
The investment will help support My Expert Midwife scale the business through new product development and channel expansion.
