On a mission to Normalize Support®

Our mission

Support should not be something women discover by chance.

Women often learn about meaningful care and support options only through word of mouth, endless searching or a moment of crisis. Someone finds the right practitioner because a friend mentioned a name, or because she kept searching long after most people would have stopped.

That is not a failure of effort. It is what happens when meaningful support exists, but no one has ever clearly laid it out.

What it means to Normalize Support®

A woman should not need the right connections, live in the right place or have a certain income to understand the support available to her. She should be able to learn what different practitioners do, explore options that fit her circumstances and ask for support without feeling demanding.

Supportful is being built to make the many layers of maternal health support easier to understand and access, so women can:

• Understand the support available to them
• Feel more confident navigating their options
• Build care around their individual needs

Our story

Supportful began with the care I almost never found.

Supportful grew from four pregnancies that ultimately felt like two entirely different experiences.

During my first two pregnancies, I did not know there was more support to look for. I moved through the system on what felt like a conveyor belt, receiving the standard care placed in front of me without realizing how many other practitioners and forms of support existed.

It was only during my third and fourth pregnancies, when I experienced care from several practitioners across the physical, emotional and practical parts of pregnancy and postpartum, that I understood what had been missing from my first two experiences.

The difference was not that this support had suddenly appeared. It had been there all along—but finding it required endless searching, a chance comment online and knowing the right words to put into Google.

Supportful is being built so the next woman does not have to rely on chance to discover what support exists.

Built carefully, and with practitioners.

Supportful is being developed with input from maternal health practitioners and a commitment to clear, responsible and clinically reviewed education.

Trust, privacy and respect for women’s lived experiences will guide how information is presented, how support is explored and how the platform continues to grow.

Supportful is not being built to replace a woman’s healthcare provider. It is being built to help her better understand the support around her, explore her options and feel more prepared to ask informed questions about her care.

Built for Canada. Beginning in Ontario.

Supportful is being built for women and practitioners across Canada.

Our first rollout will begin in Ontario, allowing us to build trusted local connections, learn carefully and strengthen the experience before expanding province by province.

For maternal health practitioners

Bring your care into the village.

Supportful is building a Canada-wide directory to help women understand the many types of maternal health support available and discover practitioners whose care reflects their needs.

Search to see whether your practice is already included. If it is, you can claim the listing and confirm or correct its essential information at no cost. If your practice is not yet listed, you can submit its basic public details for review.

Ontario will be the first province to launch, but practitioners from across Canada are warmly invited to find or add their practice as Supportful grows.

For women and families

Be among the first to experience Supportful.

Supportful is being built to make maternal health information, care options and meaningful support easier to understand and find.

Join the waitlist to receive thoughtful updates and be among the first to know when Supportful becomes available in Ontario and, in time, across Canada.