# Modern Urban Midwives The Prenatal Company Offers Modern Midwifery By Michael Plishka | Published 2008-10-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/midwives-office-women-pregnancy-midwife-executives-pregnant-busy References: [thisislondon](http://www.thisislondon.co.uk/standard/article-23569658-details/Busy%20pregnant%20executives%20bring%20midwife%20to%20the%20office/article.do) & [theprenatalcompany](http://www.theprenatalcompany.co.uk/) It’s tough juggling time for family and career, and even tougher when a woman is pregnant. Enter the midwife. Lexie Minter, a 29-year-old London midwife, has launched *The Prenatal Company*, a service for high profile executives. Says Minter, “GPs, physiotherapists and dentists have been in the City for years offering corporate care. But to date no midwifery care has been offered. “This service is tailor-made for the demands of the City. It gives value for money with the minimum of hassle and time.” For £5,000, Minter will provide support throughout the pregnancy including blood tests, guidance on health and exercise, check-ups at work and advice on which hospitals provide the best services to [pregnant women](https://www.trendhunter.com/trends/pregnant-meal). “Having Lexie at my side to guide me through the system has been wonderful. Having her there to answer my biggest worries and to reassure me like a friend or family member might, has been invaluable,” said Sheryl Marjoran, one of Minter's customers. This type of service seems to be coming at the right time as there are estimates that 1,150 more midwives are needed in London. In addition, the [Healthcare Commission](https://www.trendhunter.com/trends/healthcare-staffing) reports that approximately three-quarters of all London maternity wards are rated as “poor”. ## Trend Insights (Trend Hunter) - Score: 0.7/10 - Popularity: 10% | Activity: 3% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Personalized Midwifery Services:** The growing demand for personalized midwifery services presents an opportunity for businesses to offer tailored care for pregnant women. - **Corporate Pregnancy Support:** Providing specialized pregnancy support for high-profile executives offers a disruptive innovation opportunity in the healthcare industry. - **Improving Maternity Services in Urban Areas:** Addressing the shortage of midwives and improving maternity services in urban areas presents innovation opportunities in the healthcare sector. ### Who This Affects Most - **Healthcare Services:** The healthcare industry can capitalize on the trend of personalized midwifery services by offering innovative and individualized care for pregnant women. - **Corporate Wellness:** The corporate wellness industry can tap into the demand for pregnancy support among high-profile executives by providing tailored services and guidance. - **Healthcare Facilities:** Healthcare facilities, such as hospitals and clinics, have the opportunity to improve and expand their maternity services to meet the needs of urban areas. ## Related on Trend Hunter - [Postnatal Wellness Retreats](https://www.trendhunter.com/trends/alma-care.md) - [Women-Focused Coordinated Medical Services](https://www.trendhunter.com/trends/herself-health.md) - [Prenatal Care Wearables](https://www.trendhunter.com/trends/morrama.md) - [Evidence-Based Pregnancy Care Services](https://www.trendhunter.com/trends/pregnancy-care-service.md) - [Postpartum Depression Programs](https://www.trendhunter.com/trends/working-mothers.md) - [Remote Pregnancy Care Apps](https://www.trendhunter.com/trends/privia-health.md) - [Perimenopause Coaching Programs](https://www.trendhunter.com/trends/wingwoman.md) - [Modern Reproductive Health Clinics](https://www.trendhunter.com/trends/reproductive-health-clinic.md) - [Pregnancy Nutrition Services](https://www.trendhunter.com/trends/pregnant-meal.md)