On a mission to Normalize Support

Support should not be something women discover by chance.

Women too often learn about meaningful care options through word of mouth, endless searching or a moment of uncertainty or crisis. The right practitioner is found because someone happened to mention a name—not because women were clearly shown what support exists.

The support may be available, but too many women are never taught how to find it, what different practitioners do or how those forms of care may work together.

Where a woman lives, what she can afford and who she happens to know should not determine whether she understands the options available to her.

What it means to Normalize Support®

Normalizing support means women should not have to be unusually resourceful and/or well-connected to discover the care available to them.

They should be able to learn about the different practitioners and support options that may help, explore their choices without pressure or judgement and ask for support as a natural part of caring for their health.

Supportful is being built to make maternal health support easier to understand and access. Our goal is to help women feel informed enough to ask questions, confident enough to advocate for themselves and supported enough to know they do not have to navigate these experiences alone.

• Understand the support available
• Explore care options with greater clarity and confidence
• Build a circle of care that reflects individual needs

How we are building Supportful

Supportful is being developed thoughtfully, with guidance from maternal health practitioners and a commitment to clear, responsible and clinically reviewed information.

Trust, privacy and respect for women’s lived experiences will guide the platform as it grows.

Supportful is being built for women and practitioners across Canada, beginning with our first rollout in Ontario. Starting locally will allow us to form trusted connections, learn carefully and strengthen the experience before expanding province by province.

your village, your way.

No two women will need the same combination of care and support. Supportful is not about defining one correct path.

It is about helping every woman better understand the options available to her so she can build a circle of care that reflects her needs, values, circumstances and journey.