With over 50 years of combined midwifery experience, Joanne Parkington and Katie Wainwright blend clinical expertise with strategic business insight. Their mission is to elevate brands, build meaningful connections with women around the world, and lead innovation in maternal care.

As a mother and grandmother, Joanne brings personal insight to their shared vision for accessible, compassionate care. Both Midwives and innovators, they bring both heart and expertise to everything they do—championing support that is as human as it is intelligent. Together, they’ve created a solution that supports every parent, everywhere—enhancing the journey of motherhood and redefining what trusted support looks like