Feia and Momsanity Expand Access to Women's Health from Bulgaria to Europe

How Feia Evolved from a Pregnancy Tracker to a Women's Health Platform

When Neda Sahatchieva joined forces with Veselin Pavlov in 2018 to build a pregnancy tracking app, the femtech landscape in Bulgaria was virtually nonexistent. The initial concept focused on giving expecting mothers verified, structured information—a mission Sahatchieva quickly made her personal cause. After early validation at the Webit Festival, the app secured a modest first round of funding, but Pavlov exited by late 2019, leaving Sahatchieva and CTO Hristo Penchev to continue alone.

The Covid-19 pandemic proved a turning point. As health systems strained and in-person consultations vanished, Feia shot to the top of Google Play’s healthcare category in Bulgaria. This traction attracted three private investors in 2021—Albena Eftenova, Nachko Chalmanov, and Dimitar Georgiev—who injected 80,000 leva at a share price of 4 leva. A year later, DIR.BG invested nearly 54,000 leva at 14.35 leva per share, reflecting a valuation jump to about 1.5 million leva.

Over the next two years, the team rebuilt Feia’s code to support multiple modules beyond pregnancy, adding a parent module in 2025 after delays. DIR.BG and existing shareholders invested further rounds, and in 2024 Austrian investor Johan Stesgal contributed about 100,000 leva. Today Feia offers four language versions—English, German, Spanish, and Romanian—and supports over 42,000 active pregnancies annually, with a 5% conversion to the paid tier.

The platform’s latest milestone is a partnership with Momsanity, founded by psychologist Margarita Koleva. In early 2026, they launched the beta of “Momsanity by Feia,” a self-help program targeting postpartum depression. Koleva, who holds a master’s in addiction psychology from King’s College London, developed the science-based protocol after witnessing how few digital tools addressed maternal mental health in Bulgaria. The integration brings anonymous, flexible therapy directly into an app that women already trust during and after pregnancy.

What the Momsanity Integration and Funding History Reveal About Feia’s Strategy

A Steady Climb Despite Early Setbacks

Feia’s evolution is a case study in resilience. After a co-founder departure and pandemic disruption, the company used a surge in demand to attract investment and pivot from a single-purpose tracker to a multi-module platform. Each funding round, though modest by global standards, came with a rising valuation, signaling investor confidence in a market that had been overlooked. The decision to rewrite the entire codebase to accommodate new modules—while causing a years-long delay in the parent module—ultimately gave Feia the technical foundation to scale internationally.

Why Momsanity Matters Strategically

Partnering with Momsanity is more than a feature add-on. It addresses a glaring gap: according to the World Health Organization, roughly 13% of women experience a mental health disorder after childbirth, yet in Bulgaria the topic is often taboo. By embedding a structured, evidence-based therapy program inside its existing app, Feia expands its value proposition from pregnancy tracking to comprehensive maternal mental health—a move that could increase user retention and paid conversions. The anonymity of a mobile app also lowers the barrier for women who might otherwise avoid seeking help.

International Ambitions and Lingering Challenges

Four language versions mark a real step beyond Bulgaria, but localization goes beyond translation; each market requires tailored medical guidelines and cultural nuances. Feia’s team has yet to prove it can replicate its domestic success abroad. Meanwhile, ongoing talks with corporate partners to offer the app as an employee benefit hint at a B2B revenue stream, though no deals are final. The company’s reliance on repeated top-ups from existing shareholders—rather than a single large institutional round—suggests a loyal but still cautious investor base.

What This Journey Signals for Investors and Future Femtech Startups

• For early-stage investors: Feia’s valuation climb from 4 to 14.35 leva per share in one year shows that even small, regional femtech plays can deliver strong multiple expansion when they demonstrate user traction and product stickiness. The partnership with Momsanity further strengthens the case by adding a high-need therapeutic layer.
• For startup founders: Sahatchieva’s decision to retain IP after a co-founder exit and methodically rebuild the product architecture underlines the importance of long-term technical planning over speed. The delayed parent module, while frustrating, enabled the flexible platform that now attracts partnerships.
• For corporate benefits managers: If Feia finalizes employer partnerships, the app could become a low-cost mental health support channel for companies with young, predominantly female workforces—especially in Eastern Europe where postpartum resources are scarce. Watch for pilot programs in the coming year.
• For digital health competitors: The move into postpartum depression opens a clear niche that larger pregnancy apps like Ovia or Flo have only begun to address. A science-backed, localized program could differentiate Feia in CEE markets if executed quickly.