Welcome ABM conference attendees!

We believe that every parent deserves empowerment and support to give their child the best start in life.

That is why we created Anya, using pioneering 3D & AI technology to support breastfeeding and the early parenthood journey.

Free 24/7 pregnancy, feeding and parenting support on your phone!

Anya is a pioneering app that utilises cutting-edge AI and 3D technology to help parents learn breastfeeding and parenting skills intuitively. Virtual support communities connect you to a close-knit support network, and the AI-powered Anya virtual supporter provides parents with personalised expertise and companionship 24/7.

Watch our Introduction video

Watch our walkthrough video

Our unique support app is proven to double feeding rates at 6-8 weeks post birth to support your Baby Friendly Initiative targets. It’s available 24/7 on your users’ phones when they need extra help. Users can personalise avatars, skin tone, angles and holds in the LatchAid 3D breastfeeding and chestfeeding support tool.

As an ABM peer supporter, you can use the code ABM_2023 to receive one month’s FREE premium access to the Anya App. (Please register as a Peer Supporter during sign up)

Our goal is that every parent in the UK can be supported with the Anya app provided by the NHS, alongside local services and ongoing perinatal care. You can help us reach this goal by talking about Anya with healthcare professionals in your area. Contact us now if you are interested in a partnership with Anya. 

Meet your Conference Speakers

Shel works part time in the NHS as an infant feeding lead and is working on co-developing the infant feeding strategy for Lancashire & South Cumbria Integrated Care System. In addition Shel is an IBCLC Infant Feeding Specialist and Clinical Director for the mobile app Anya, working to support improved pregnancy, parenting and infant feeding outcomes for families everywhere.

As well as working for the NHS and Anya, Shel provides teaching, writing and other expertise to a number of national organisations, and has written and contributed to chapters in several books about infant feeding, as well as writing ‘Why Infant Formula Matters’, published in 2022 by Pinter & Martin, and has a small private practice supporting families locally and across the world via videocall. Shel has been involved in 3 Cochrane systematic reviews on various aspects of infantile colic, and the development of 3 NICE guidelines in the infant feeding arena. Shel is undertaking her PhD study on supporting parents of unsettled babies with colic, reflux and allergy

Hannah is a breastfeeding peer supporter volunteering with the NBH and at a Breastfeeding Network group in her village in Gloucestershire. Prior to the birth of her eldest child, Hannah was a secondary school teacher.

Alongside returning to paid employment for Anya, where she works as the App Content Manager and Lead Moderator, Hannah volunteers in a number of national and international breastfeeding support roles and is an aspiring Lactation Consultant, passionate about making breastfeeding support available to all families.


Download the presentation slides here:


Download the Anya conference poster here (zoom in!)

#AskAnya 24/7 Smart and Personalised Support

Interactive 3D animations

Pregnancy, Parenting and Breastfeeding FAQ

Interactive Expert Webinars and Drop-ins

Virtual themed and moderated Communities

Our feedback

What our happy users say

Anya from LatchAid Ltd. is GDPR- and DTAC-compliant. Please note that the app is designed as pregnancy, feeding and parenting support tool. Any information received through the app does not amount to medical advice. All medical conditions and concerns should be referred to a medical professional.

*Free Premium upgrade only valid for registered ABM conference members.