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.
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.
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.
In real life, you can get a lot of information from people around that sow seeds of doubt. The Anya app provides you with that kind of alternative, compassionate, evidence-based response when you are doubting yourself. It’s like a warm hug: you are doing the right thing. Put this app on your phone, it's the closest thing you're going to have to a Lactation Consultant or a peer supporter in your pocket. The initial pilot has grown and developed based on the needs of the population and workforce, resulting in improved health outcome of parents and babies as well as improving the workflow of colleagues. I really struggled with my baby latching and keeping him in the breast during feeds. This app and the community on the app helped me recognise that my baby had a tongue tie and reflux. Since then breastfeeding has become so much easier for us. The support we’ve all been waiting for - I can’t tell you how many Google searches I did during 3am feeds in the early weeks with my son. I just didn’t know where to find the info I needed and at that time of night I couldn’t exactly call up a lactation consultant or a bf helpline. This app bridges that gap perfectly and is a great resource for all those breastfeeding and anyone who wants to support them. I found it useful for loads of different reasons. The AI function was so helpful, just in the middle of the night with the 3am worries, Is the baby getting enough milk? Am I doing it right? You can’t reach out to other people at that time of night, so it was great to have instant feedback from Anya. High quality, factual information. It was not only the app that sparked our interest, but also Chen's courage to share her own experiences and how this drove her ambition and resilience to create an app that empowered mothers/parents/families to be proactive in overcoming their own challenges. Anya by LatchAid's integrity and commitment to quality has enabled us to adapt and change our service model to include digital health. What I like in the app is you can hear the warmth and compassion coming across the words from facilitators in the chat. They kind of encourage and support everything so sensitively. So important when you are an upset mother at 3am. 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.
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