Breastmilk Money

Herconomy · 2025

Finance & Insurance Gender & Women's Rights Health & Wellness

9 awards: Cannes · London International Awards · ANDY Awards · Clio Awards · +5 more

Breastmilk Money

AI Overview

Breastmilk Money reframes breastfeeding as a financial product for Nigerian mothers, converting formula savings into high-interest deposits (14.3%) within a mobile banking app. In three months, it drove a 5x increase in sign-ups, 9.2% rise in breastfeeding rates in Lagos, and $30M in projected savings—turning an invisible maternal act into measurable economic value.

Strategic insight

Breastfeeding behavior shifts when mothers see it as a rational financial decision, not just health advice. By making savings visible and rewarding them explicitly, the work moved past ineffective awareness campaigns into a system that aligns maternal choice with economic self-interest.

The Tech

The account automatically deposits formula savings based on baby age and local price data, earning 14.3% interest over the WHO-recommended 2-year breastfeeding period. The symbolic rate—tied to developmental research—translates abstract health benefits into concrete financial growth, making the value proposition tangible and measurable.

Business Result

First-month sign-ups to Herconomy increased 5x; 10,000 active users accumulated within three months; breastfeeding rates in the Lagos target region rose 9.2%; users are projected to save $30 million collectively over the campaign period.

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