ELLA

Personalizing Swedish maternity care with a trailblazing digital service

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Ella is your personal healthcare provider during and after pregnancy. With tailored digital treatment plans as well as research-based programs prescribed by physiotherapists, dietists, and psychologists, Ella will support and complement Swedish maternity care, providing treatment when and where you need it.
It comes as no surprise that women are exposed to major changes and challenges during pregnancy; nor that these challenges in many cases lead to an increased need for professional care such as physiotherapy with the intent to relieve pregnancy-related complications, both for preventive and rehabilitative purposes. At present, however, maternity care lacks both the resources and the routines necessary for collaboration between different care professions, and the care offered is often lacking in communication and accessibility for the public.
“The National Board of Health and Welfare is well aware of the positive effects of a healthy and active lifestyle to avoid pregnancy complications such as urinary incontinence, gestational diabetes, and postpartum depression. Despite this awareness, there are no resources or routines provided by neither government nor private organizations for women to get proper help and support throughout their maternity."

- Emelie Hollsten, CEO & Founder of Ella

Building a trustworthy service with an effortless user experience

Levels was early to spot the potential in Ella and has joined as co-founder, continuously supporting with capital, design and development, and strategic input as a member of the board of directors. We are incredibly happy for the opportunity to join Emelie Hollsten, Founder & CEO of Ella, as she takes on the mission to help pregnant women and newly-become mothers receive the care they deserve in an easy and personalized way.

"Ella is my dream come true: A safe and resourceful place for maternal health and well-being where mothers at all stages of maternity can receive support and seek medical care on their own terms. Having Levels as a partner at this early stage of Ella's journey has been more than fantastic. They have provided us with talented and experienced tech competence, experts in every field we enter, something that wouldn't have been possible without Levels."

- Emelie Hollsten, CEO & Founder of Ella

Levels has worked collaboratively with Ella to create a brand narrative and visual language that evokes feelings of trust and being in good, competent hands. With this in mind, a logotype, typeface, tone of voice, graphic language, color and image universe have all been designed to have positive and harmonious connotations, quite unlike most fitness apps available today. The user experience is effortless and the navigation is smooth and intuitive.

Alongside the design and technical development of Ella, Levels has participated in and supported the venture throughout its entire fundraising process. This has, among other things, included pitching Ella at the bi-annual Innovation Forum arranged by SEB Private Banking, an event at which approximately 200 investors tune in. Ella was also picked as the winner of the Vaam initiative 60SecondPitch and placed as a semifinalist in Shift 2022.

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