Over lunch at a recent workshop, Agbor Ashu, the co-founder and medical director of social enterprise GiftedMom, showed me a small icon of a pregnant woman on his smartphone: “That’s the app,” he says. “You just click here and land on this homepage where you have multiple options: if you’re a mother-to-be, you can get advice based on your pregnancy stage; if you have a new-born baby, you can read about special care.