Investor brief
Structured messaging software for pediatric practices.
WhatsApp replacement for the studio. Audit, scheduling, compliance built in. Live at neonatae.it since May 2026.
Opportunity
Three forces converged in 2025.
The pain.
Italy's 14,000 pediatricians spend roughly 2 hours a day on unstructured parent messages, 64M hours a year of clinical-grade work that is unpaid, unstructured, and not auditable.
The product.
One inbox between parent and pediatrician with structured clinical intake by Neo, reply-ETA, suggested replies, per-doctor adaptive learning. FSE 2.0 compliant, fully EU-resident. Live at neonatae.it since May 2026.
Why now.
FSE 2.0 mandate (March 2026) requires structured pediatrician to hospital communication. MioPediatra and Junior Bit opened APIs in 2025. 25% of the pediatrician workforce retires by 2030, with 1,500 family pediatricians leaving in 5 years without replacement.
Product depth
Six capabilities shipping today, not on a roadmap deck.
V1 is not just chat plus an audit log. Every capability below is live in the pilot at neonatae.it, fully GDPR-resident, fully audited.
Structured intake by cluster.
11 clinical protocols (fever, vomiting, diarrhea, respiratory, rash, trauma, inconsolable crying, abdominal pain, feeding, sleep, other). Each has age-stratified red flags, a minimum data set and a max-turn cap. The pediatrician receives a structured handoff card, not 20 messages to glue together.
Intent classification + push gating.
Every parent message is classified (closure, urgent follow-up, new intake). When a parent writes 'ok grazie' Neo recognises the closure and suppresses the push. Notifications fire only when a human reply is actually needed - the WhatsApp interruption tax goes to zero.
Reply ETA bubble.
After the handoff, the parent immediately sees when the doctor will reply (based on availability windows + the pediatrician's median historical response time). Out of hours: next slot + configured emergency number. Reduces anxiety without binding the pediatrician.
Per-pediatrician adaptive learning.
17 settings isolated per doctor (tone, urgency thresholds, terminology, photo policy, max turns, cluster opt-out). A 7-reason feedback loop (clinical error, missed red flag, wrong urgency, too long, too short, wrong questions, wrong tone) changes Neo's behaviour on the next turn - per doctor, never globally. Proprietary dataset for Q4 2026 fine-tuning.
Clinical memory of the child.
Neo reads allergies, chronic conditions, ongoing therapy, free-text pediatrician notes and the last 5 cluster conversations to detect recurring patterns (third fever in two months) and cite them in the handoff. Never used to autogenerate a diagnosis.
Bilateral co-approval on identity changes.
Display name, date of birth and sex of the child can only change with bilateral consent (parent proposes, pediatrician approves, or vice versa). Whitelisted Postgres trigger + audit trail closes a class of edge cases WhatsApp can't even acknowledge.
Mistral AI (Paris) is the current LLM provider - EU company, no training on our data, Zero Data Retention active; EU Standard Contractual Clauses in the DPA cover any processing outside the EEA. Q4 2026: fine-tuning on proprietary feedback dataset. Q1 2027: self-host on EU infrastructure, zero LLM sub-processor.
Market
A defensible niche in a category that scales.
TAM
€12B
Global healthcare communication software, all specialties.
SAM
€4B
EU subset, all specialties.
SOM
€8M
Italian pediatric primary care at maturity (Y5+), 0.2% of SAM. Defensible niche with adjacent specialty and EU expansion headroom.
+17% CAGR
European digital health communications, 2024 to 2030 baseline.
Sizing, roughly 10M physicians × €1.2K/yr global comms ARPU, roughly 1.8M EU physicians × €2.2K/yr (GDPR and MDR uplift), 4,500 Italian PLS at peak × ARPU expansion (base, AI tier, Mom Premium).
Business model
B2B2C. The pediatrician pays. The family uses it free.
Flat per pediatrician pricing
€39-49
per month, €470-590 per year
- First 100 founding pediatricians, free pilot then €19/mo.
- Mom Premium add-on for families, €4.99/mo (optional).
- External benchmark, pediatricians already pay roughly €145/mo for MioPediatra plus CRM. We sit below, not an objection, an add-on.
Three ARPU layers expand
- 1. Base, €39-49/mo per pediatrician, structured messaging + Neo intake + audit log.
- 2. AI Pro, Y2 add-on, fine-tuned Neo + visual triage + integrations.
- 3. Mom Premium, €4.99/mo per family, optional B2C upsell.
Gross margin
≥85%
CAC
€250
Payback
7 mo
LTV/CAC
5.2×
Traction
Six months of discovery. Pain validated. Buyer access confirmed.
25 / 100
pediatrician feedbacks
Pain confirmed unprompted in every interview, roughly 2 hr/day burden.
4
beta sign-ups via survey
Mom-side and pediatrician-side forms distributed since May 2026.
1
active conversation in progress
Active PLS Lazio, 1,000-child panel, already paying MioPediatra plus CRM.
LIVE
prototype since May 2026
Public at neonatae.it. Auth-gated pilot path under construction.
Interviews anonymized. Full discovery notes available on request. Endorsement disclosed only in private investor materials.
Why we win
Four moat dimensions.
SIMPLIFY.
Five channels collapsed into one. WhatsApp, SMS, email, phone, and gestionale portal all flow into a single inbox.
STRUCTURE.
Scheduling, audit, templates plus clustered intake. The pediatrician sets the rules, Neo enforces them, the parent gets reply ETAs.
ADAPT.
Per-pediatrician adaptive learning. 17 settings + 7-reason feedback loop generate a proprietary dataset. Q4 2026 fine-tune, Q1 2027 self-host on EU infra.
INTEGRATE.
Plug-in to MioPediatra and Junior Bit (roughly 60% of Italian PLS combined). No rip and replace. Third-party API keys stored in Supabase Vault.
Plan
From pilot to paying scale.
Raising €350K pre-seed. It funds Phase 1 - landing 100 founding practices on a free pilot - through the seed-ready milestone at M12: roughly 150 paying pediatricians, validation closed.
M0
5 pilot pediatricians
V1 live: clustered intake, ETA, adaptive Neo, audit log, FSE export
M3
100 founding, free pilot
Junior Bit plug-in (α), validation closed
M9
Paid launch
Mom Premium, mobile app
M12
150 paying
Seed raise, AI summarizer
M24
1,000 paying
Visual triage AI (MDR Class IIa), EU alpha (Spain)
Team
Four operators. Four lenses on the same problem.
Tolulope Alade
Mission alignment + governance
- · Strategy & Governance Leader
- · Founder, GenerousMe social-impact NGO
- · ESG & Impact Manager
Fabio Borgia
Built the live product
- · 12 years strategy + product
- · Bocconi MBA51
- · Shipped V1 prototype solo
Moritz Rothweiler
DE expansion expertise
- · Strategy & ops at ElringKlinger (DE)
- · Top 100 Best & Brightest MBA 2026
- · Owns the DACH expansion thesis
Maximiliaan Van Tuyll
Pricing & partnership expertise
- · Pricing strategy background
- · Partnership and BD experience
- · EU corporate network
Advisory pipeline, active and retired Italian pediatricians forwarding to pilot candidates.
Why us
A note from the founder.
I built the neonatae. V1 prototype solo in four weeks because I wanted to validate before raising. Pediatrician interviews later, the pain is confirmed every single time, roughly two hours a day, across every channel mix I tested. The product is live. The pricing is set. The first pilot conversation is open.
If you back primary care, vertical SaaS in Italy, or healthtech that respects the doctor patient relationship, let's talk.
Fabio Borgia, founder
Let's talk.
For the data room (cap table, financial model, customer interview notes, MDR posture), email and ask. I respond within 24 hours.