What if a mother's or infant's life could be saved? What if parents didn't have to spend endless hours in hospital queues? What if pregnancy care truly followed WHO guidelines – and felt connected, not lonely?

These are the questions that inspired us to rethink how pregnancy care could look in an ideal world. Imagine:

A safe, welcoming place to give birth.
A compassionate team of midwives, gynecologists, pediatricians, nutritionists, and psychologists walking the entire journey with you.
A supportive community of other mothers – and dads who are equally involved.
Smart technology that makes every step easier.
A business model which enables fast growth independently of donor money.

Our Solution

Based on this vision we have built an end-to-end pregnancy program in Kenya, supporting mothers from early pregnancy until the baby is six months old.

We combine in-person medical care (prenatal, delivery, postnatal) with telemedicine, a vibrant community, state-of-the-art technology, and insurance coverage – fully aligned with WHO guidelines.

More than 3'000 women have gone through our pregnancy program so far. Impact data looks strong, and mothers seem to be happy: Our NPS was +92 in Q3 2025, far above any Kenyan hospital.

Market & Potential

40 million babies are born in Sub-Saharan Africa each year – yet women are 100× more likely to die from pregnancy-related causes than in Europe.
Digital access among young women is soaring – making mobile care the new front-line of maternal health.
The maternal care market is expanding rapidly, with millions of families seeking safer, smarter solutions.
Kenya alone offers the potential for USD 100 million in annual revenue for Malaica based on current partnership structures.

Competitive Advantage

Holistic care: The combination of in-person, online and AI-care provides unmatched accessibility and safety.
Proven business model: Strong outcomes and high satisfaction have helped us sign contracts with five leading insurers, enabling a B2B2C model with solid margins and a clear path to break-even.
Technology: AI features and data-driven care protocols enable early risk detection and improved outcomes.
Community superpower: Malaica runs Kenya’s largest pregnancy and parenting community, building trust and fueling organic growth.
Validated by leading investors, including the former CEO of Roche Africa and a top Silicon Valley VC.

The Team

Malaica was founded by (from left to right):

Pascal Koenig (Chair and CFO), a former McKinsey consultant and serial entrepreneur. He is a co-founder of Swiss femtech company Ava, which generated 8-digit USD revenue when he left as the company’s CEO in 2019.
Dr. Lorraine Muluka (CEO), a renowned Kenyan gynecologist. She successfully built her own private practice and was driving innovation at several digital health startups before starting Malaica.
Victor Ndegwa (CTO), our CTO and tech wizard. He has built several successful tech companies and combines best in class physical care protocols with community and AI.
Isis Nyong’o Madison (Board), a Stanford- and Harvard-educated Kenyan/American entrepreneur. After working for Google she built Kenya’s largest maternity community (now part of Malaica).

Our 50-person team includes midwives, gynecologists, pediatricians, and psychologists – united by a passion for maternal health.

Board members also include Priscilla Muhiu (myDawa, East Africa’s largest e-pharmacy) and Markus Gemuend (former Managing Director, Roche Africa).

Roadmap

Founded in 2022, Malaica has grown rapidly:

And this is just the beginning: Our objective is to grow to USD 10m revenue by 2028 and to USD 100m by 2032. While we aim to expand to other countries over time, this revenue can be reached in Kenya only.

Business Model

Malaica initially launched with a B2C model to iterate rapidly and build direct relationships with pregnant women. With strong outcomes and high customer satisfaction now validated, the company is expanding to a B2B model via insurance partnerships.

Kenyan insurers face significant inefficiencies and preventable costs in maternal care. Collaborating with Malaica enables them to reduce average maternal care costs by 31%, while improving outcomes and client satisfaction:

Over the past six months, Malaica has signed contracts with five leading Kenyan insurers – Britam, APA, AAR, CIC, and Old Mutual – covering a substantial portion of the insured population.

Kenyan insurers currently spend approximately USD 130 million annually on maternal health. Given Malaica’s proven results and traction, management targets a 20% market share within 3–4 years.

Reasons to Invest

70% of Malaica's Seed Round is already committed from renowned investors such as Kapor Capital (Silicon Valley based VC), Livelihood Impact Fund (NY-based impact investor) and Anouk Hilti-Zingg (Swiss impact investor).

Here are the key reasons they decided to invest:

Tangible impact: A proven, scalable solution to the maternal health crisis.
Proven traction: USD 200'000 annualized revenue, strong monthly growth, positive unit economics, insurer partnerships.
De-risked growth: A massive, underserved market – and a validated model ready to scale.
Outstanding team: Diverse, experienced founders with a shared mission.

Malaica – Reinventing Pregnancy Care!

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