Supporting Working Mothers. Transforming Organisations.
MAIA helps organisations retain talented mothers, reduce the gender pay gap and build a workplace where women truly thrive. And it transforms the experience of motherhood for the women who need it most.
Fully funded pilot now open • Limited places available
The Word Every Employer Needs to Know
Matrescence
The profound physical, psychological and identity transformation a woman undergoes as she becomes a mother. Scientists have shown that the neurological, hormonal and social changes during matrescence are as significant as those experienced during adolescence. Yet unlike adolescence, matrescence is rarely discussed, rarely prepared for and almost entirely unsupported in the workplace.
Most people have never heard the word matrescence. But every mother has lived it. The identity shift. The loss of self. The overwhelming love mixed with fear. The complete restructuring of who you are and how you see the world. This is matrescence.
For organisations, understanding matrescence is not just a wellbeing initiative. It is a commercial imperative. When employees go through matrescence without support, they leave. And replacing them costs between £30,000 and £100,000 per person, according to Oxford Economics.
The Cost of Doing Nothing
The gender pay gap accelerates sharply around motherhood. Many organisations are absorbing these costs invisibly. Only 17% of UK companies actually calculate the true cost of maternal attrition, according to CIPD research. The rest are losing talented women and do not even know what it is costing them.
The Cost of Unsupported Matrescence
| Impact Area | What Happens Without Support | Estimated Cost |
|---|---|---|
| Employee Attrition | Talented mothers leave rather than return after maternity leave | £30k to £100k per departure |
| Recruitment and Onboarding | New hire recruited, interviewed, hired and trained from scratch | 3 to 6 months of management time |
| Lost Productivity | 28 weeks before a replacement hire reaches full output | 7 months of reduced performance |
| Absenteeism | Unsupported mothers experience higher rates of anxiety and postnatal depression | Average 28 days additional absence |
| Gender Pay Gap | The gap widens sharply at motherhood as women leave or disengage | Long term reputational and legal risk |
| Leadership Pipeline | Women exit at the moment they would otherwise advance into leadership | Lost diversity and innovation potential |
Sources: Oxford Economics, CIPD, NHS England, Maternal Mental Health Alliance
What MAIA Does
MAIA is a comprehensive 30-month workplace programme built on three pillars, designed to support women from early pregnancy through to 24 months of motherhood. The most critical period for maternal mental health and wellbeing.
Seven expert-led education series covering Matrescence, Mental Health, Maternity Leave, Nutrition, Sleep, Mindfulness and Breathwork. Every module includes a live session with the expert.
Access to a midwife, psychotherapist, Shine Strong wellbeing classes, guided nature breathing moments and an exclusive antenatal colouring guide. Real support when it is needed most.
A private online hub where women connect with others on the same journey. Warm, judgement-free, with real conversations and genuine peer support guided by Lucy Wilson.
MAIA for Business
Retain talented mothers. Close your gender pay gap. Build your reputation as an employer of choice. MAIA gives your organisation the data, the tools and the expert team to make a measurable difference.
MAIA for Mothers
You deserve support that truly understands what you are going through. MAIA gives you expert education, professional guidance, a community of women who get it and the tools to navigate this transformation with confidence.
Lucy Wilson Built MAIA Because It Needed to Exist
I found the transition to motherhood incredibly challenging, and I knew there was so much more I could have learnt to help myself. I'm a huge believer in the power of matrescence education, and in everything else we can do for ourselves to feel and live better.
I'm passionate about businesses investing in supporting women at one of the most profound times of change in their lives. There is a solid business case for doing so, and when it is done well, everyone wins.
I believe in action and making a difference. That is why I built MAIA.
Meet the Full Team10 Specialists. One Mission.
Questions We Get Asked a Lot
Every Mother Deserves This Support.
Whether you are an organisation that wants to retain its best female talent, or a mother who deserves to feel empowered through this incredible transition, MAIA is here for you.
Fully funded pilot 2026 • Limited places • Applications open nowWould Love to Hear From You
Have a question about MAIA, the pilot or whether this is right for your organisation or your pregnancy journey? We are happy to help.
Get in Touch