Establishment & spin-off of a HealthTech start-up - pregnancy app Keleya

Digital Health

With the aim of making Wüstenrot & Württembergische the digital pioneer in its sector and opening up new customer segments, etventure created the digital unit “W&W Digital” together with the financial services provider. As part of etventure’s execution of successful digital business models, the HealthTech startup Keleya was spun out in 2017 – today Europe’s most popular pregnancy app. More than 15.000 pregnant women actively use Keleya every month as a digital and data-based fitness and nutrition coach. Keleya’s business model: Paid subscriptions for the use of premium services. Keleya is the only app recommended by Apple in the pregnancy segment, with over 150.000 downloads from Apple and 50.000 from Google within the first 1,5 years.

Impact in figures

More than 150.000 downloads from Apple and 50.000 from Google

Several thousand paying customers for the subscription packages of premium services

Number 1 among the pregnancy apps in Europe

Victoria Engelhardt

CEO & Co-Founder Keleya

We want to position ourselves as the one and only brand for pregnant women, not only in Germany but worldwide. etventure, together with W&W, has laid the foundation stone for Keleya, for which we are very grateful.


The startup Keleya was founded in 2017 and with its pregnancy app is considered the number one in Europe. After two rounds of financing, the Berlin-based startup now has several thousand paying customers.

Innovation through Keleya

Case Keleya Details
  • The ideation and validation of the app was based on personal interviews with about 70 pregnant women. The app thus reflects the actual needs of pregnant women and focuses on the individuality of the women.
  • The digital offer of Keleya, official partner of the German Midwives’ Association, today also includes the Germany-wide booking platform for midwives Ammely – an online portal for quick search and placement of midwifery services.
  • Through the online birth preparation course developed together with the AOK Plus, Keleya also provides additional help for pregnant women who cannot attend a course near their home or who want to integrate course modules flexibly into their everyday life.

What the Keleya app offers

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Phillip Brandts