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Baby making is big business at Boston company

Ovia Health's newest mobile app, Ovia Parenting, lets families track the health and development of their infants.
Ovia Health's newest mobile app, Ovia Parenting, lets families track the health and development of their infants. (Ovia Health)

It seems there’s money to be made in the baby-making business.

Ovuline, the Boston-based maker of fertility, pregnancy, and parenting apps, announced on Friday that it has raised $10 million in new funding, its largest round to date. The company has also rebranded and will now be known as Ovia Health, a move its founders say reflects its commitment to women’s health and the company’s plans continue expanding its healthcare benefits offerings.

The news follows the recent launch of Ovia Health’s parenting app, Ovia Parenting, the third in its suite of mobile apps that allow users to track their health, and the health of their families. Since launching in 2012, the company now counts 5 million moms and families as users of their apps.

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Wallace said the new parenting app was an obvious next step for the company, and one that quadruples the potential size of their user base. “The faster we helped people conceive the shorter they were users” of the fertility app, chief executive Paris Wallace said, noting the pregnancy app also had obvious limits, given its nine month window. “We now have a family health ecosystem that acts as portal into the health care system,” he said.

Ovia Health is creating that ecosystem through partnerships with companies who are looking to enhance their maternity benefit programs, said co-founder Gina Nebesar. Ovia Health’s pitch is that their tools serve as a far simpler way of getting health benefit information into the hands of employees (they have noticed that women who are trying to get pregnant, or who are pregnant check in on their apps about 48 times a month).

GE is now one of several companies working with Ovia Health to encourage all of its employees to use the apps for family planning.

“All GE benefits get directed to you via the app,” Nebesar explained. “We want to be the place they go for everything.”

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Janelle Nanos can be reached at janelle.nanos@globe.com. Follow her on Twitter @janellenanos.