Every year in the UK, families experience the devastating and entirely preventable loss of a baby. At MAMA Academy, informed and empowered parents are one of the most powerful tools in the fight against preventable perinatal death. That's why the Wellbeing Wallet sits at the heart of everything the charity does, and why the new partnership with Cubbi, the UK's discount platform for new and expecting parents, feels like such a natural fit. Supporting families through pregnancy isn't just about clinical safety, it's about easing the practical pressures that weigh so heavily on expectant parents too.
What is the Wellbeing Wallet?
The MAMA Academy Wellbeing Wallet is a practical, portable resource carried by expectant parents throughout their pregnancy. It gives families the knowledge and confidence to recognise the signs and symptoms that matter, and crucially, to act on them without delay.
The Wallet covers reduced fetal movements, an important warning sign parents must never ignore, signs of infection including sepsis, which can deteriorate rapidly if left untreated, and early warning signs of pre-eclampsia, a leading cause of maternal and perinatal death in the UK.
For many parents, the Wallet also becomes a safe home for their handheld maternity notes. In its recyclable pouch format, it travels to every appointment, scan and class, a constant, tangible reminder that their safety, and their baby's safety, matters.
A Wallet that travels with you, in every sense
When MAMA Academy first connected with Tanyka and Olivia Davson, the sister duo behind Cubbi, they were struck by how closely the two missions aligned. Cubbi was born from a simple observation: when you become a parent, your outgoings go up and your income often drops, yet the pressure to provide remains just as intense. The free platform, offering discounts across more than 300 trusted baby, family and lifestyle brands, has already supported over 50K parents through pregnancy and parental leave.
What makes this partnership meaningful isn't just what Cubbi offers, but where it's offered. Inside every Wellbeing Wallet, expectant parents will now find an insert promoting Cubbi's rewards app, a direct line to savings on everything from nursery essentials and car seats to skincare, fashion and days out. Because when we talk about wellbeing in pregnancy, we have to talk about financial stress too. A parent worrying about how to afford the basics is a parent whose attention is divided at a time when they need to be focused on their health and their baby's wellbeing.
Cubbi Tip 💡 Look out for the Cubbi insert inside your MAMA Academy Wellbeing Wallet, it's a direct line to free savings on nursery essentials, car seats, skincare and more through Cubbi.
"We built Cubbi because we saw how many new parents were struggling with the cost of preparing for a baby, and then surviving on statutory maternity pay," says Tanyka. "The Wellbeing Wallet is already something parents carry with them everywhere. By putting our discounts directly inside that pouch, we're meeting parents where they already are, not asking them to find us, but being right there in their hands when they need us most."
Empowering advocacy, for every parent
One of the most powerful aspects of the Wellbeing Wallet is its role as an advocacy tool. Navigating the NHS during pregnancy can feel overwhelming, and parents, particularly those from marginalised communities, can feel uncertain about speaking up or asking for different care. The MAMA Academy website includes specific prompts to help parents articulate their concerns clearly and confidently to healthcare professionals.
Dads and partners often say the Wallet has been a lifeline, describing how they refer back to it during moments of concern and use it to encourage their partner to contact the maternity unit. In a system that can feel complex to navigate, the Wallet helps build and strengthen the relationship between parents and their midwife, creating a shared language and a clearer pathway to care.
The Cubbi insert adds another dimension to that advocacy. Partners often say they're the ones managing the household budget during maternity leave, searching for ways to save without compromising on quality or safety. Access to vetted discounts on trusted brands, brands parents actually need rather than luxuries they might feel guilty about, helps remove one more source of stress from the equation.
"As a partner, you become the one trying to hold everything together between appointments," Olivia reflects. "Making sure the right information reaches the right people, that nothing gets lost in the gaps between providers, and somehow keeping the finances afloat while your family grows. The Wallet helps with the first part. Cubbi helps with the second. Together, they mean parents can focus on what really matters."
Reducing health inequalities
Health inequalities in maternity care remain a persistent and urgent challenge, and the Wellbeing Wallet is designed with equity at its core. Embedded QR codes link directly to the MAMA Academy website, translatable into more than 100 languages, so families from ethnic minority backgrounds or those with limited English can access the same life saving information as everyone else.
This matters because awareness of warning signs isn't evenly distributed. Families who face language barriers, who are less familiar with the NHS, or who have historically been dismissed by healthcare systems, are often the ones who need these resources most. The Wallet helps close that gap by putting information physically into their hands, not just on a website they may never find.
The Cubbi partnership extends that equity lens to financial inclusion. Parental leave discounts shouldn't be a privilege for those who know where to look. By embedding Cubbi's free platform inside the Wallet, every parent who receives one, regardless of income, background or digital confidence, has immediate access to savings that can make a genuine difference to their household budget.
The evidence, a measurable impact on stillbirth rates
The Wellbeing Wallet doesn't just claim to save lives, the data shows it's doing exactly that. An initial audit found that 91% of NHS Trusts reported a moderate to significant reduction in stillbirth rates following the introduction of MAMA Academy resources.
Derby and Burton NHS Trust is a particularly compelling example. After beginning distribution of MAMA Academy resources in 2024, the Trust recorded a 38% reduction in its stillbirth rate compared to the previous year. These aren't just statistics, they represent families who went home with their babies.
Join us
MAMA Academy is committed to ensuring every family in the UK has access to the information and support they need to stay safe in pregnancy. The partnership with Cubbi reflects a shared conviction: that supporting parents means supporting the whole journey, their health, their confidence, their advocacy, and their financial wellbeing.
To find out more about distributing the Wellbeing Wallet in your Trust, or to explore how Mama Academy can support your maternity teams, get in touch directly.
This article covers general pregnancy safety information and isn't a substitute for medical advice. NHS guidance should always take priority, and if you have any concerns during pregnancy, contact your midwife or maternity unit directly.
