Freyja cuts costs while improving maternal care

Dr. AkkeNeel Talsma, PhD, RN, FAAN, is passionate about implementing technical solutions to improve healthcare outcomes for patients and their families.

As an associate professor at the University of Wisconsin-Milwaukee, she works on innovating clinical practices and healthcare systems by applying emerging technologies to support best practices and research evidence.

This work inspired her to launch her health tech startup, Freyja Inc.

The company’s products, Freyja Cares and MaternityMetrix, are revolutionizing maternal health in Wisconsin, combining technology with evidence-based guidance to support expecting mothers and their communities. Founded in January 2023, the initiative stems from Talsma’s dedication to improving women’s health outcomes through education and access to care.

“We believe that with better education, better communication, and better responses, we can achieve better outcomes,” Talsma explained.

The outcome for babies born in Milwaukee needs improvement. The March of Dimes gave Milwaukee an F for its 13% preterm birth rate. Pre-term births are not only expensive, but often lead to long-lasting health struggles for the child.

Products

The MaternityMetrix web app, launched first, offers evidence-based educational resources tailored for pregnant families, with information accessible in English and Spanish. “The purpose of the app is to support, guide and provide content and information for pregnant people in the community — but also community care workers, perinatal coordinators, health ministries and also primary care offices,” says Talsma.

“It’s written at a fourth- to sixth grade reading level,” Talsma added, emphasizing accessibility for diverse users. “We’ve also incorporated simple graphics and low-bandwidth functionality to reach rural areas with limited internet access.”

Freyja Cares, the telehealth component, builds on MaternityMetrix by connecting users to perinatal guidance through virtual consultations. “Instead of the average 14 in-person visits, we can streamline care by reducing unnecessary trips,” Talsma said. “This makes care more feasible for families juggling transportation issues, work, or other children.”

Partnerships and Community Impact

A significant milestone in the organization’s journey is its partnership with the Greater Milwaukee Foundation, which provides funding to evaluate MaternityMetrix’s effectiveness in African American and Spanish-speaking communities. “We are thrilled by their support,” Talsma said. “It allows us to bring in staff with strong community connections to expand our reach and ensure that families feel more informed and prepared for childbirth.”

The initiative is also collaborating with organizations like MKE Elevate, the Black Birth Symposium, and local churches. “We’ve found that community leaders, like parish nurses, are eager to help disseminate accurate information,” Talsma noted. “Everyone wants to help, but they need the right tools.”

Reducing Costs and Complications

Freyja Cares is in talks with health plans and Medicaid providers to integrate its telehealth services into existing care models. “Our ultimate goal is to reduce preterm births,” Talsma said. “Babies born too soon are at higher risk for complications, which can lead to costly NICU stays and long-term health challenges.” By addressing risk factors like hypertension, anemia, and poor nutrition early, Freyja aims to prevent these outcomes.

Looking Ahead

Talsma sees MaternityMetrix as more than a pregnancy tool—it’s a 12-month partner for families. “The first 30 to 90 days postpartum are critical,” she explained. “With the right support, we can set families on a path to success.” The organization is also exploring collaborations with local health departments, midwives, and doulas to extend its impact.

As Freyja Cares and MaternityMetrix continue to grow, their innovative approach promises to transform maternal health care across Wisconsin, one family at a time.