"The app is called Engravidei, on the App Store": how a Brazilian course seller built a pregnancy subscription app on BabyCenter's and Philips' turf

Engravidei is a Portuguese pregnancy app, and its name means "I'm pregnant". It launched in Jul 2026 22 and got 1,973 Brazilian ratings averaging 4.9 stars in three and a half months, reaching #64 on the Brazil Health & Fitness Top Grossing chart. In October the developer renamed the same app MiPancita and TwoLynes and expanded into Latin America and the US. The developer is not a baby-care company. It's a Brazilian firm that sells weight-loss courses on Hotmart. The product has nothing new in it. It worked because of three things: an existing search phrase as the name, a row of mom accounts with uniform scripts, and a hard paywall.

The last line of a pregnancy explainer carousel

In 2026 Aug 13, an Instagram account called "Mari l Maternidade | Achadinhos" (@maternandocomleveza_, "maternity / product recommendations") posted a pregnancy explainer carousel. The content was ordinary pregnancy-week info, and the last slide said:

Espero que esse conteúdo tenha ajudado você! 💛 O aplicativo se chama Engravidei e está disponível na App Store. (Hope this content helped you! The app is called Engravidei and it's on the App Store.)

This account posted several like this, all ending with the same line. A Facebook page with the same name ran identical copy. In Aug 8, a TikTok account @mi.maternando with 11k followers and a Shopee baby-products link in its bio posted the same paragraph word for word (1,327 views on that video). Two platforms, two accounts, one closing line: this is centrally distributed script. Whether the accounts are owned by the developer or are paid or commission-based product accounts has not been verified.

This company does this for a living. The developer, BI TREINAMENTOS DIGITAIS LTDA, is based in Barueri, São Paulo state, founded in 2019. Its support email is [email protected], the same as Brazil's weight-loss course "Método GDF". On Threads / Instagram, @estiloflexivel has 686k followers and funnels people to Hotmart to buy the course through content accounts. They moved that course-selling funnel straight onto the app.

What it is

A Portuguese pregnancy tool built around the real steps Brazilian pregnant women go through:

• fetal development by week, checkups and vaccine schedule;
• caderneta digital, the digital version of the caderneta da gestante, the prenatal booklet every Brazilian pregnant woman carries;
• contraction timer, kick counter, blood sugar chart, water-intake widget, belly photo diary;
• enxoval (baby shopping list), mala da maternidade (hospital bag), plano de parto (birth plan);
• AI name generator and a mothers' community.

BabyCenter and Philips' apps have most of these features, and they're free. Engravidei's difference is that it's local: the terms and steps for the prenatal booklet, vaccines and hospital bag are Brazilian, not translated.

Pricing is straightforward: install and you get a 3-day trial, then R$29,90 a month or R$99,90 a year (store page). On the website engravidei.app.br, the annual plan shows R$97,99 marked "73% OFF". The site was built on Lovable, and the old address was mamaeapp.lovable.app. The app didn't start as Engravidei. The changelog has the line "Novo nome: agora o app se chama Engravidei!" (New name: the app is now called Engravidei!).

How big it is now

Apple doesn't publish downloads or revenue, so you can only look at rating counts and chart positions:

Two trends stand out. First, Brazil is slowing: over the first 98 days it averaged about 19 ratings a day, now about 11. Second, new ratings now come mostly from outside Brazil: from 10-28 to 11-06, over 9 days, Brazil added only 99 ratings while outside Brazil added about 160, almost all from the Spanish-speaking countries and the US that opened in October.

AppSprint's $1,000-a-month estimate is conservative (inference): with Brazil's Health & Fitness Top Grossing around the top hundred, plus a dozen Spanish-speaking countries, monthly revenue in the thousands of dollars makes more sense, but no public figure confirms it.

Why this one took off

The name is the phrase users already have in their heads

"Engravidei" is what a Brazilian woman says, posts and searches right after a test shows two lines. The large number of Hotmart ebooks titled "Engravidei, e agora?" (I'm pregnant, now what?) is proof. Mentioning "the app is called Engravidei" in content makes it memorable and searchable.

Interestingly, the word was already taken on Android: Wachanga's pregnancy app on Google Play is named "Engravidei: Minha Gravidez". But nobody was using it as an iOS name, so this company renamed its app and claimed it.

Control your own traffic instead of waiting for store recommendations

Pregnancy is one of the content categories Brazilians save and share most on Instagram and TikTok. The chain "pregnancy explainer carousel + last line: the app is called X" is short, and the assets can be reused across IG, FB and TikTok. Whether they also ran Meta ads wasn't checked. Given their course-selling background, it's quite possible (unverified).

The best comparison is Gestante no Controle: it launched the same week (Jul 20), is also a Brazilian pregnancy tool, also promoted on Instagram, and has 6 ratings today. The difference comes down to the name and the scale of the content accounts.

Good reviews arrived before the paywall

Of the 2,000 ratings, the average is 4.9 stars, but the written reviews visible on the store page are either short or complain about the paywall:

"Tava ótimo até abrir uma aba pra pagar e não dar mais pra usar o app. Coloca desde o início então ué." (It was great until a payment screen popped up and I couldn't use the app anymore. Then just say so from the start.), Brazil storefront, 1 star, 10-17 "Só funciona se for pago, não tem nenhuma função gratuita dentro do app." (It only works if you pay, there's no free feature in the app at all.), Brazil storefront, 1 star, 08-15 "Começando a usar hoje e Amando!!" (Started using it today and loving it!!), Brazil storefront, 5 stars, 09-23

Inference: the system rating prompt fired during the trial, before the paywall appeared. The complaints show the paywall is blocking people who won't pay, and that conversion is working.

Same app, new name, next country

The changelog shows how it went global:

• 1.1.13 (10-09): Spanish version renamed Embaracé, baby-name library switched to Spanish names; Latin American storefronts now show the name MiPancita.
• 1.1.16 / 1.1.17 (10-14, 10-15): the English version was first called Twolinie, then renamed TwoLynes ("two lines") the next day, with units switched to US customary and an English community opened.
• 1.1.19(10-22): keeps revising the labor plan and hospital bag checklist.

Since 10-18, it has shown up on the charts in Argentina, Colombia and Mexico, and 10-24 it reached #100 on Mexico's Health & Fitness Top Free (AppInsider). The upside: ratings, review history and chart history all sit on the same App, so you don't start from zero; and category charts in small Latin American markets have a low bar, so one month can get you "charted in 19 countries."

This playbook has already run once.

The same company did MeuGLP in February 2026, a GLP-1 injection log App, with the same Lovable landing page and the same Hotmart checkout, and collected 2,484 ratings. MeuGLP's ratings have barely grown now (+9 in 6 days), but it still sits at #93–178 on Brazil's Health & Fitness Top Grossing. The content accounts got it going, and the retained subscribers keep paying. Engravidei is the same playbook applied to a second audience.

It doesn't always work: the same developer's MeuPep (7 ratings) and PratoFit (4) never took off.

Who it's competing with

The category itself is a red ocean. Established players on the Brazil App Store (rating counts from the Brazil store, 11-06):

Of the Brazilian pregnancy apps that launched in 2026 (ObsCare, Elara, Buma, MaeMind, Gravidez sem Neura, Bumpline, and others), each has between 0 and 31 ratings. The big players are still around, but among this year's new entrants only Engravidei has built real volume, two orders of magnitude ahead of the rest.

How well known it is

Not very. No media coverage. On X, searches over the past ~90 days for Engravidei, MiPancita and MeuGLP each returned 0 posts. Revenue isn't public, only third-party estimate pages like AppSprint and AppInsider. I also haven't seen anyone copying it.

If it were you

Bottom line: worth a test. What's worth copying isn't the pregnancy App, it's the playbook: a user catchphrase as the name + local workflows as features + a content-account matrix for traffic + a 3-day trial with a hard paywall + one App, renamed per country to span many markets. But the ceiling isn't high, and the hardest part is the content accounts, not the code.

Who it's for: 1–2 people, one of whom can run or buy a maternity/health content account in the target country, speaks the target language natively, and knows which procedures and paperwork local pregnant women (or other audiences) actually go through.

Who it's not for: pure coders with no distribution ability (big brands already offer these features for free, so store search alone won't beat BabyCenter); people who want English as the main market (the US pregnancy App market is a different scale of competition); and anyone who can't stomach one-star reviews complaining about the paywall.

How to do it:

• Pick a market outside Brazil where local pregnancy workflows are distinctive and big brands have only offered translated versions: Turkish, Indonesian, Vietnamese and Polish are worth checking first (inference; I haven't verified each gap).
• Name it after the sentence local pregnant women say the moment they test positive. First search both Android and iOS to see whether someone has already taken that name for an App.
• Build features around local prenatal booklets, vaccine schedules and hospital bag checklists. Hard paywall after a 3-day trial, monthly plus annual plans, and ask for ratings before the paywall appears during the trial.
• Get one country working, then add languages and launch the next country under a new name in the same App. You could also switch audiences: this company has already moved from GLP-1 users to pregnant women, and the next natural step is newborn sleep, trying to conceive, or menopause. Brazilian baby-sleep Apps (Blumy with 1,402 ratings, Dreamer with 305) are already out there.

How to get users: several local maternity "good finds" accounts posting weekly pregnancy explainer carousels, each ending with a fixed line like "The App is called X, available on the App Store." Run the same creative on Instagram, Facebook and TikTok at once. Running your own accounts or working with commission-based accounts both work; run it for a month and track the rating gain each account brings.

Timing: there's no seasonality and nobody is copying it yet, so the window isn't urgent. But this company is rolling out to a new country almost every month. Spanish and English are already taken, so the earlier you pick a language it hasn't reached, the better, ideally live before Q1 2027.

What would mean you read it wrong:

• Engravidei has dropped to #200 on Brazil's Health & Fitness Top Grossing, and rating growth in the Spanish-speaking markets and the US has stalled. That suggests the playbook only carries a launch push and doesn't keep paying users.
• Apple starts removing or restricting the practice of asking for ratings during the trial, or large numbers of ratings on hard-paywall Apps get cleared out.
• You've run three or four content accounts in your target market for a month and the App has fewer than 50 ratings. That means distribution is the missing piece, not the product.

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Data and sources: Apple store pages and the lookup API (Brazil, US, Mexico, Colombia, etc., 11-06), App Store Health & Fitness charts (10-28 to 11-06), Brazil-store user reviews; AppInsider and AppSprint (third-party estimates); official sites engravidei.app.br and meuglpapp.lovable.app; Brazilian company registry (cnpja.com, cnpj.biz, CNPJ 33.007.465/0001-23); public posts on Instagram @maternandocomleveza_, the matching Facebook page, and TikTok @mi.maternando; the Wachanga Google Play store page. Anything marked "inferred", "estimated" or "unverified" is inference or estimation.