20 Years of Ensuring Safer Births:  A Conversation with Anna Frellsen, CEO of Maternity Foundation 

In 2025, Maternity Foundation reached a significant milestone;  twenty years of working to ensure safer births for women and newborns around the world. What began as a small initiative training midwives in West Ethiopia has grown into a global organisation shaping how maternal and newborn care is delivered in some of the world’s most challenging settings. 

Across these two decades, one thing has never changed — the mission. Maternity Foundation remains committed to ending preventable maternal mortality and morbidity by strengthening the skills, knowledge, and confidence of midwives and frontline healthcare professionals. 

Today, the organisation’s work spans continents and cultures, blending clinical expertise, long-term partnerships, and innovative digital solutions. At the centre of this evolution is the Safe Delivery App — a free, offline-compatible tool that supports midwives in providing high-quality preventive, routine, and emergency care. Ten years after its launch, the App and its supporting programme have reached  500,000 healthcare professionals in over 70 low- and middle-income countries. 

To reflect on this journey and look ahead to what comes next, I sat down with Anna Frellsen, who has led Maternity Foundation for more than a decade. Our conversation explored defining moments, lessons learned, and her hopes for the future.

Q&A with Anna Frellsen 

As Maternity Foundation marks its 20-year anniversary, what moments stand out as most defining? 

“From the very beginning, we were driven by a mission to reduce maternal and newborn mortality. That commitment has been our anchor.” 

She recalls the early years with a sense of grounded ambition. There was a willingness to act — and to start with what was possible and build from there. 

A major turning point came in 2015, when the organisation released the results of an ambitious study exploring how mobile technology could help overcome persistent barriers in maternal health. 

“It began with a simple prototype — nothing fancy,” she says with a smile. “But it carried a big vision. That mindset changed everything for us.” 

This shift laid the foundation for the Safe Delivery App and a new approach to scale. The team quickly realised that global solutions only work when they are locally adapted. The App became a global platform, but its success depended on tailoring it to the realities of each country and community. 

At the same time, Maternity Foundation moved away from short-term, project-based work and toward long-term partnerships rooted in local ownership. 

“Scaling isn’t about running more projects,” Anna says. “It’s about creating lasting, sustainable impact.” 

What message would you share with the next generation working in global health? 

Anna’s advice is both practical and deeply human. 

“Bring constructive optimism — and be ready to work hard. It’s needed, ” she says and continues: 

“People are everything. Trust and freedom are values I’ve nurtured deeply here. When people feel empowered, they take responsibility — and they dare to be bold. That’s when impact grows.” 

She also speaks candidly about the importance of focus. Early in her tenure at Maternity Foundation, she made the difficult decision to close down a few projects that fell outside the organisation’s core mission, even when they came with funding. 

“We were installing water pumps and solar panels,” she recalls. “Important work — but not our core competency.” 

Her message is clear: meaningful impact requires clarity, discipline, and the courage to say no. 

As Maternity Foundation enters its next chapter, what future do you envision for the organisation? 

Anna’s vision is ambitious yet grounded in the realities of frontline care. 

“We already use technology every day to support midwives,” she says. “In the future, that support will become far more engaging, far more intelligent — and far more responsive to the realities midwives face.” 

She imagines a world where midwives are backed not only by peers but also by digital tools that feel intuitive and dynamic —for example through an AI enabled mentor or coach — guiding them through complex situations in real time. Technology, she believes, will deepen the connection between knowledge and practice, making high‑quality care more accessible than ever. 

“I see Maternity Foundation as a connector,” she adds. “Bridging tech, midwifery, and global health. We are playing a global role while staying deeply connected to the ground.” 

Ultimately, she believes the organisation’s success will not be measured by its size, but by the impact it creates. 

Looking Ahead 

Twenty years in, Maternity Foundation’s mission is as urgent as ever. Every day, midwives and healthcare professionals around the world face immense challenges — and yet they continue to show extraordinary dedication. Supporting them remains at the heart of everything we do. 

Join us as we continue working toward a world where it does not cost life to give life.