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As co-founders of Maybe Baby, Linda Alexandersson and Alexandra Kaktus have taken on one of the most central but often overlooked aspects of women's health: fertility. With a vision to make it ridiculously easy for women to understand their own bodies, they have created a home test that reaches the entire country and provides a personalized, data-driven report tailored to each individual.
"We want women to be able to make one of the biggest decisions of their lives - to have children, and to do so with confidence and knowledge," says Alexandra.
The road there has been anything but straightforward. Two female founders who build products for women and also choose to bootstrap finance the company have had to contend with a reality where venture capital often fails to materialize.
"It's basically impossible to get venture capital in our area, despite the need. We financed everything ourselves and privately until the Froda grant," says Linda. "It came just when our confidence and bank account were at their lowest. We had been building together for nine months and Froda were the first to really believe in us."
Founded
2024
Headquarters
Stockholm
Employees
3
The grant not only provided financial support but also a boost they describe as crucial to the launch. With a budget for marketing, the opportunity to test the product properly and purchase the necessary stock, Maybe Baby gained both momentum and confidence.
"The jury was made up of successful entrepreneurs and Froda as a company means a lot in itself," says Alexandra. "The fact that they believed in us, as two female founders who are challenging the way women's health has been handled in the past, was incredibly rewarding."
The ambitions ahead are clear. Maybe Baby wants to be not just a test, but the leading platform for fertility in the Nordic region. With future collaborations in medical research, they hope to build models that not only show women's fertility here and now, but also predict how it might develop.
"It's about putting women in control," says Linda. "Knowledge that is easily accessible, based on data and actually actionable."
And looking back on the journey so far, the call to action for other entrepreneurs is clear:
"Search. Take the chance. The worst you can get is a no, but the best is a yes that can realize a vision you've been carrying for a long time. Froda gave us the opportunity to continue, and that made all the difference."
About Froda AB
Froda was founded in 2015 with the ambition to redefine business finance by making it more accessible and effective for small businesses. Froda's vision is to empower all small business owners, regardless of background, to realize their business ideas. By combining technological innovation with efficient digital processes, Froda has shortened the loan processing time from months to minutes - creating a financing model that is fast, fair and inclusive. Today, Froda is one of Europe's fastest growing tech companies.
In 2021, Froda launched an embedded finance initiative, through which the company has expanded to the Nordic region, the UK and Germany and entered into partnerships with Visa, Lunar and Checkout.com, among others. As a credit market company, Froda is under the supervision of Finansinspektionen.
