Running a global maternal care business was never Nadia Gamal El Din’s goal. All she wanted was to help mothers in need, including herself. However, that innocent desire evolved into something she had never expected. As a young Egyptian mom, Gamal El Din, then 24, felt isolated and overwhelmed with her first childbirth and the sudden demands of motherhood. The young mother had no sisters, her friends didn’t have kids, and her mother didn’t know how to care for a newborn. Scaling through motherhood without a strong support network left her yearning for a safe space for mothers to find community and practical help. This personal experience was the seed for Rahet Bally, which she founded in 2014.
Rahet Bally, which translates to ‘Peace of Mind’, is a platform that gives Egyptian moms emotional, physical, financial, and intellectual support to cope with the demands of childbirth and motherhood. Today, the company supports more than 18 million mothers monthly through customer service, transforming lives online and in person. It also helps thousands of companies through its corporate transaction services.
Building a holistic support system
Rahet Bally doesn’t only focus on one aspect of motherhood. The platform offers a membership program that gives mothers expert advice on parenting, health, and wellness in Arabic and English. With partnerships across health and wellness sectors, Rahet Bally discounts essentials from medical and child care to fitness programs. Studies have shown that private nurseries in Egypt cost so much that women may have poor net earnings after paying for childcare. That makes Rahet Bally’s cost-saving initiatives incredibly valuable.
One unique feature of the company is ‘The Cloud’, a safe space where mothers can relax and recharge while their children are safely cared for nearby.
CNN Health, after three New York City mothers allegedly tossed their babies out windows and fell to their deaths, says that nearly 20% of mothers report needing a break for mental health reasons. That makes Nadia Gamal El Din’s work a much-needed service.
It is a first-of-its-kind initiative in Egypt, designed to ease parenting stress by giving moms a breather. Here, mothers can participate in fitness classes and even work remotely – something many moms say has helped them find a balance.
Expanding the platform to serve a diverse community
Rahet Bally initially served only wealthy moms, but it has extended its reach to all Egyptian mothers, including pregnant women and mothers from underserved backgrounds. In line with Egypt’s National Strategy for Women Empowerment, it prioritises access for women in rural and low-income areas, making the platform a powerful model for grassroots women-led initiatives in Egypt.
The company employs an all-female staff, working full-time in the company at their headquarters and other locations. Gamal El Din also made the company mother-friendly, so employees can work remotely anytime, enjoy flexible maternity leave, and earn decent incomes.
This year, Rahet Bally won the Women’s Fintech Choice Award 2024 under Acceleretha by Fintech Egypt. They were among the top 10 winners at the 2022 edition of Africa Business Heroes.
The Supermom is determined to expand Rahet Bally’s reach and impact. She wants to make the unique platform accessible to more mothers across Egypt and beyond, potentially building partnerships across North Africa. Nadia Gamal El Din is building a legacy that empowers mothers and, by extension, their families.
