Yasmine El Mouallem talks to many new mothers in her role as a breastfeeding counsellor, on everything from caring for a newborn to managing sleep deprivation, but she noticed one glaring absence: they rarely speak about their mental well-being.
Many of her clients are often so engrossed in discussing the baby or trying to live up to impossible standards of being a perfect mother, that they barely pause to reflect on their mental state, let alone acknowledge potential issues, Ms El Mouallem says.
The Covid-19 pandemic further compounded the challenges of becoming a new mother, making it more mentally and emotionally taxing. During labour, many women had to go without the support of their spouses, family members or doulas, while others were separated from their newborns and were not allowed to breastfeed if they were Covid positive, she says.
Ms El Mouallem, a mother and a certified mental health first aider, realised there was a gap in the local market for mental well-being services for mothers and the idea for female-focused health technology start-up Maternally was born.
Scheduled for launch in June 2022, the app, which was also co-founded by Ramzi Qannati and Vijaysarathi Kallam, aims to provide mental well-being services to women through access to professional therapists, evidence-based articles and a social support network of other mothers. It caters to women's mental health needs from the moment they decide to conceive until two years post-partum.
"Our main goal is to normalise seeking mental health support, highlight the importance of maternal mental health and make it accessible," she says.
"We are not only trying to solve the mother's problem as an individual — if she's facing a problem it trickles down to the child, family, surroundings and work environment."
Managing their mental health allows women to raise healthy, well-adjusted children, which reflects positively on the larger society, she says.
The pandemic cast a spotlight on mental health tech start-ups globally, as disruptions to daily life and work, coupled with lockdown measures, triggered and accentuated stress.
Global funding for mental health tech start-ups reached $5.5 billion in 2021, more than doubling from $2.3bn in 2020, a report by market intelligence firm CB Insights showed. The majority of deals — 68 per cent — were in early stage start-ups, indicating room for further growth in the sector.
Calls for improving maternal mental health care are rising as the problems women face before, during and after pregnancy often go unrecognised, undiagnosed and untreated, according to Maternal Mental Health Alliance, a UK-based charity.
More than one in 10 women develop a mental health issue during pregnancy or in the early years of having a baby, with Covid-19 increasing the risks that expectant mothers face, it said.
If untreated, these issues can have a “devastating impact” on the women affected and their families. Issues range from post-partum depression, to breastfeeding difficulties, miscarriages, failed IVF treatments and obstetric violence.
Maternally will offer three different subscription packages, with prices ranging between $99 and $299 per month, depending on the number of therapy sessions.
After an initial session to determine the mother’s mental health needs, she is matched with the most suitable therapist for online sessions. Access to articles and the support network with other mothers is free.
The start-up aims to remove the stigma around mothers asking for help when they face mental health issues.
Healthcare systems usually focus on the physical aspects during and after the pregnancy, while social taboos discourage some women from seeking help for their mental health issues. Some women don't want to acknowledge an issue and others don't realise there is anything amiss, according to Ms El Mouallem.
"Many mothers don’t want to be seen going to a therapist, some are told it's not OK for someone in the family to see a therapist and I also heard a lot of religious or cultural reasons," she says.
"Many mothers don’t feel accepted sharing this feeling they have, even if it's a problem that can be solved easily."
Online access to professional help should encourage more women to overcome the stigma.
"When a mother feels like she doesn’t have to explain to anyone why or who she's talking to about her problems, this should encourage mothers to seek help ... It's positive thing for their treatment."
Ms El Mouallem understood the magnitude of the mental health challenges that mothers face during her breast-feeding consultation sessions. An overwhelmed new mother once revealed how her baby's constant crying made her feel she wanted to leave her child and spouse. Another mother who returned to work to do the job she loved talked about the guilt and sadness of leaving the baby at home.
Women who went through IVF treatments and others who had several miscarriages also faced challenging conditions.
"If someone has a physical disease, then it has to be taken care of. But if someone has a mental health issue, because we often can't see it or don't understand it, they have to deal with it on their own," she says.
The pandemic further highlighted pressures on new mothers.
"Being a first-time mother and maybe having Covid, if there was no family allowed in the room for support during labour, then the baby was taken away from her after delivery. I can't imagine what they've been through," Ms El Mouallem says. "Then after recovery they're expected to go home and deal with everything."
On top of this, society often has unrealistic expectations of how quickly and easily a mother should recover and take up her new role as a parent.
"She has all these hormones rushing through her, she undergoes labour, then she is expected to look normal, happy, healthy and be able to take care of the child without telling anyone, 'I am tired' or 'I can't do this'," Ms El Mouallem says.
"When she tries to discuss this with the family, she is told to ask God for forgiveness, that God has given her a gift and she's complaining about her situation and that she shouldn't complain."
Other triggers to seek help are the nature of the expatriate life in the UAE, where couples are often thousands of kilometres away from home and the support of their families.
"If they are missing a community support system, definitely mothers need this mental health support. They forget to take a break, to breathe," she says.
"When a mother tries to be a 'supermum' and take care of the baby 100 per cent but also exercise, jog, take the baby out in the stroller, do the chores — it's too much to do in the same time and she definitely needs support.
"She's trying to be a supermum, but it's not supposed to be like this. You're supposed to take care of yourself, to settle down, to go back to yourself or get to know this new person you’ve become."
Maternally will also include partners and extended family in the social networking sessions for discussions on how best to support mothers, Ms El Mouallem says.
The self-funded start-up, which was founded in Bahrain last year, will re-locate to the UAE after winning Dh100,000 in funding from the Sharjah Business Women Council in February.
The funds will be used to develop the app, hire staff and boost marketing.
The start-up plans to break even within 18 months of launching and sign up 2,000 subscribers by the end of 2023.
Company Profile
Name: Maternally
Co-founders: Yasmine El Mouallem, Ramzi Qannati, Vijaysarathi Kallam
Date started: October 2021
Based: UAE and Bahrain
Sector: FemTech, mental health and well-being
Size: Three co-founders
Investment stage: Boot-strapped/self-funded with Dh100,000 grant from Sharjah Business Women Council
Q&A with Maternally's co-founder Yasmine El Mouallem
1. What new skills have you learnt while launching your start-up?
An important skill was pitching and storytelling. I realised the importance of sharing our story to convey the message and also understand our audience to resonate and engage with them more effectively.
2. How has the pandemic affected your business plans?
During the pandemic, I joined a few colleagues in the field of maternal care and we started a support group where I offered free online breastfeeding counselling and emotional support sessions. The pandemic revealed how high the demand for mental health care is, which not only validated our assumptions on the underlying problem, but also helped tweak some features based on the research we conducted with mothers and practitioners.
3. How important are mental well-being services during the pandemic?
Very important. The pandemic presented two alarming challenges. The first is the large number of people who had a mental health disorder during this time. The second challenge was how maternal mental health often went undetected, and therefore untreated, which was the first reason we started this journey. We strongly believe that it takes more than one company, media outlet, government or even nation to address a challenge of this magnitude. Only by having complete synchronicity from all stakeholders will we be able to move the needle.
On the brighter side, the pandemic also accelerated the digital transformation of the healthcare sector and today teletherapy is widely available and used. I believe that technology will continue enabling a wider part of society to have access to care that suits their specific needs offering flexibility, affordability — in some cases — and availability in their language.
4. What are the credentials of the psychotherapists on the platform and how are they verified?
We will look into partnering with healthcare providers that are certified and/or licensed in the jurisdiction.
5. How does your experience as a mother influence Maternally?
I know that it is expected from a mother to take care of her newborn and prioritise the baby’s needs over anything else. We, at Maternally, want her to know that she is also important, she matters and her mental health is a priority.
6. How is your product different from the plethora of resources available online/offline for mothers?
When we look at the competitive landscape, we identified three different categories in the ecosystem covering mental health care, self-care, social support, and therapy and counselling. Maternally will cover this entire scope as a mother-dedicated app.
Real estate tokenisation project
Dubai launched the pilot phase of its real estate tokenisation project last month.
The initiative focuses on converting real estate assets into digital tokens recorded on blockchain technology and helps in streamlining the process of buying, selling and investing, the Dubai Land Department said.
Dubai’s real estate tokenisation market is projected to reach Dh60 billion ($16.33 billion) by 2033, representing 7 per cent of the emirate’s total property transactions, according to the DLD.
Company%20Profile
%3Cp%3E%3Cstrong%3ECompany%20name%3A%3C%2Fstrong%3E%20Cargoz%3Cbr%3E%3Cstrong%3EDate%20started%3A%3C%2Fstrong%3E%20January%202022%3Cbr%3E%3Cstrong%3EFounders%3A%3C%2Fstrong%3E%20Premlal%20Pullisserry%20and%20Lijo%20Antony%3Cbr%3E%3Cstrong%3EBased%3A%3C%2Fstrong%3E%20Dubai%3Cbr%3E%3Cstrong%3ENumber%20of%20staff%3A%3C%2Fstrong%3E%2030%3Cbr%3E%3Cstrong%3EInvestment%20stage%3A%3C%2Fstrong%3E%20Seed%3C%2Fp%3E%0A
Generation Start-up: Awok company profile
Started: 2013
Founder: Ulugbek Yuldashev
Sector: e-commerce
Size: 600 plus
Stage: still in talks with VCs
Principal Investors: self-financed by founder
THE SPECS
Engine: 4.4-litre V8
Transmission: eight-speed automatic
Power: 523hp
Torque: 750Nm
Price: Dh469,000
City's slump
L - Juventus, 2-0
D - C Palace, 2-2
W - N Forest, 3-0
L - Liverpool, 2-0
D - Feyenoord, 3-3
L - Tottenham, 4-0
L - Brighton, 2-1
L - Sporting, 4-1
L - Bournemouth, 2-1
L - Tottenham, 2-1
Ten tax points to be aware of in 2026
1. Domestic VAT refund amendments: request your refund within five years
If a business does not apply for the refund on time, they lose their credit.
2. E-invoicing in the UAE
Businesses should continue preparing for the implementation of e-invoicing in the UAE, with 2026 a preparation and transition period ahead of phased mandatory adoption.
3. More tax audits
Tax authorities are increasingly using data already available across multiple filings to identify audit risks.
4. More beneficial VAT and excise tax penalty regime
Tax disputes are expected to become more frequent and more structured, with clearer administrative objection and appeal processes. The UAE has adopted a new penalty regime for VAT and excise disputes, which now mirrors the penalty regime for corporate tax.
5. Greater emphasis on statutory audit
There is a greater need for the accuracy of financial statements. The International Financial Reporting Standards standards need to be strictly adhered to and, as a result, the quality of the audits will need to increase.
6. Further transfer pricing enforcement
Transfer pricing enforcement, which refers to the practice of establishing prices for internal transactions between related entities, is expected to broaden in scope. The UAE will shortly open the possibility to negotiate advance pricing agreements, or essentially rulings for transfer pricing purposes.
7. Limited time periods for audits
Recent amendments also introduce a default five-year limitation period for tax audits and assessments, subject to specific statutory exceptions. While the standard audit and assessment period is five years, this may be extended to up to 15 years in cases involving fraud or tax evasion.
8. Pillar 2 implementation
Many multinational groups will begin to feel the practical effect of the Domestic Minimum Top-Up Tax (DMTT), the UAE's implementation of the OECD’s global minimum tax under Pillar 2. While the rules apply for financial years starting on or after January 1, 2025, it is 2026 that marks the transition to an operational phase.
9. Reduced compliance obligations for imported goods and services
Businesses that apply the reverse-charge mechanism for VAT purposes in the UAE may benefit from reduced compliance obligations.
10. Substance and CbC reporting focus
Tax authorities are expected to continue strengthening the enforcement of economic substance and Country-by-Country (CbC) reporting frameworks. In the UAE, these regimes are increasingly being used as risk-assessment tools, providing tax authorities with a comprehensive view of multinational groups’ global footprints and enabling them to assess whether profits are aligned with real economic activity.
Contributed by Thomas Vanhee and Hend Rashwan, Aurifer
MATCH INFO
Manchester United v Everton
Where: Old Trafford, Manchester
When: Sunday, kick-off 7pm (UAE)
How to watch: Live on BeIN Sports 11HD
Austrian Grand Prix race timings
Weekend schedule for Austrian Grand Prix - all timings UAE
Friday
Noon-1.30pm First practice
4-5.30pm Second practice
Saturday
1-2pm Final practice
4pm Qualifying
Sunday
4pm Austrian Grand Prix (71 laps)
The specs: 2018 BMW R nineT Scrambler
Price, base / as tested Dh57,000
Engine 1,170cc air/oil-cooled flat twin four-stroke engine
Transmission Six-speed gearbox
Power 110hp) @ 7,750rpm
Torque 116Nm @ 6,000rpm
Fuel economy, combined 5.3L / 100km
ENGLAND SQUAD
Goalkeepers Henderson, Johnstone, Pickford, Ramsdale
Defenders Alexander-Arnold, Chilwell, Coady, Godfrey, James, Maguire, Mings, Shaw, Stones, Trippier, Walker, White
Midfielders Bellingham, Henderson, Lingard, Mount, Phillips, Rice, Ward-Prowse
Forwards Calvert-Lewin, Foden, Grealish, Greenwood, Kane, Rashford, Saka, Sancho, Sterling, Watkins
Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.
Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.
“Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.
Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.
“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.
Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.
From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.
Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.
BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.
Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.
Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.
“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.
Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.
“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.
“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”
The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”
The specs: 2018 Ducati SuperSport S
Price, base / as tested: Dh74,900 / Dh85,900
Engine: 937cc
Transmission: Six-speed gearbox
Power: 110hp @ 9,000rpm
Torque: 93Nm @ 6,500rpm
Fuel economy, combined: 5.9L / 100km
25-MAN SQUAD
Goalkeepers: Francis Uzoho, Ikechukwu Ezenwa, Daniel Akpeyi
Defenders: Olaoluwa Aina, Abdullahi Shehu, Chidozie Awaziem, William Ekong, Leon Balogun, Kenneth Omeruo, Jamilu Collins, Semi Ajayi
Midfielders: John Obi Mikel, Wilfred Ndidi, Oghenekaro Etebo, John Ogu
Forwards: Ahmed Musa, Victor Osimhen, Moses Simon, Henry Onyekuru, Odion Ighalo, Alexander Iwobi, Samuel Kalu, Paul Onuachu, Kelechi Iheanacho, Samuel Chukwueze
On Standby: Theophilus Afelokhai, Bryan Idowu, Ikouwem Utin, Mikel Agu, Junior Ajayi, Valentine Ozornwafor
Elvis
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Monster
Directed by: Anthony Mandler
Starring: Kelvin Harrison Jr., John David Washington
3/5
THE%20SWIMMERS
%3Cp%3E%3Cstrong%3EDirector%3A%20%3C%2Fstrong%3ESally%20El-Hosaini%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3EStars%3A%20%3C%2Fstrong%3ENathalie%20Issa%2C%20Manal%20Issa%2C%20Ahmed%20Malek%20and%20Ali%20Suliman%C2%A0%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3ERating%3A%20%3C%2Fstrong%3E4%2F5%3C%2Fp%3E%0A
RACE CARD
6.30pm: Baniyas Group 2 (PA) Dh 97,500 (Dirt) 1,400m.
7.05pm Maiden (TB) Dh 82,500 (D) 1,200m
7.40pm Maiden (TB) Dh 82,500 (D) 1,400m
8.15pm Handicap (TB) Dh 82,500 (D) 1,400m
8.50pm Rated Conditions (TB) Dh 120,000 (D) 1,600m
9.25pm Handicap (TB) Dh 95,000 (D) 1,200m
10pm Handicap (TB) Dh 85,000 (D) 2,000m
Avatar%3A%20The%20Way%20of%20Water
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All Blacks line-up for third Test
J Barrett; I Dagg, A Lienert-Brown, N Laumape, J Savea; B Barrett, A Smith; J Moody, C Taylor, O Franks, B Retallick, S Whitelock, J Kaino, S Cane, K Read (capt).
Replacements: N Harris, W Crockett, C Faumuina, S Barrett, A Savea, TJ Perenara, A Cruden, M Fekitoa.
My Cat Yugoslavia by Pajtim Statovci
Pushkin Press
The%20US%20Congress%20explained
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Match info
Huddersfield Town 0
Chelsea 3
Kante (34'), Jorginho (45' pen), Pedro (80')
Key facilities
- Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
- Premier League-standard football pitch
- 400m Olympic running track
- NBA-spec basketball court with auditorium
- 600-seat auditorium
- Spaces for historical and cultural exploration
- An elevated football field that doubles as a helipad
- Specialist robotics and science laboratories
- AR and VR-enabled learning centres
- Disruption Lab and Research Centre for developing entrepreneurial skills
GAC GS8 Specs
Engine: 2.0-litre 4cyl turbo
Power: 248hp at 5,200rpm
Torque: 400Nm at 1,750-4,000rpm
Transmission: 8-speed auto
Fuel consumption: 9.1L/100km
On sale: Now
Price: From Dh149,900
MATCH INFO
Watford 2 (Sarr 50', Deeney 54' pen)
Manchester United 0
The specs
Engine: 1.6-litre 4-cyl turbo
Power: 217hp at 5,750rpm
Torque: 300Nm at 1,900rpm
Transmission: eight-speed auto
Price: from Dh130,000
On sale: now
Our family matters legal consultant
Name: Dr Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
Tewellah by Nawal Zoghbi is out now.
US PGA Championship in numbers
1 Joost Luiten produced a memorable hole in one at the par-three fourth in the first round.
2 To date, the only two players to win the PGA Championship after winning the week before are Rory McIlroy (2014 WGC-Bridgestone Invitational) and Tiger Woods (2007, WGC-Bridgestone Invitational). Hideki Matsuyama or Chris Stroud could have made it three.
3 Number of seasons without a major for McIlroy, who finished in a tie for 22nd.
4 Louis Oosthuizen has now finished second in all four of the game's major championships.
5 In the fifth hole of the final round, McIlroy holed his longest putt of the week - from 16ft 8in - for birdie.
6 For the sixth successive year, play was disrupted by bad weather with a delay of one hour and 43 minutes on Friday.
7 Seven under par (64) was the best round of the week, shot by Matsuyama and Francesco Molinari on Day 2.
8 Number of shots taken by Jason Day on the 18th hole in round three after a risky recovery shot backfired.
9 Jon Rahm's age in months the last time Phil Mickelson missed the cut in the US PGA, in 1995.
10 Jimmy Walker's opening round as defending champion was a 10-over-par 81.
11 The par-four 11th coincidentally ranked as the 11th hardest hole overall with a scoring average of 4.192.
12 Paul Casey was a combined 12 under par for his first round in this year's majors.
13 The average world ranking of the last 13 PGA winners before this week was 25. Kevin Kisner began the week ranked 25th.
14 The world ranking of Justin Thomas before his victory.
15 Of the top 15 players after 54 holes, only Oosthuizen had previously won a major.
16 The par-four 16th marks the start of Quail Hollow's so-called "Green Mile" of finishing holes, some of the toughest in golf.
17 The first round scoring average of the last 17 major champions was 67.2. Kisner and Thorbjorn Olesen shot 67 on day one at Quail Hollow.
18 For the first time in 18 majors, the eventual winner was over par after round one (Thomas shot 73).
Labour dispute
The insured employee may still file an ILOE claim even if a labour dispute is ongoing post termination, but the insurer may suspend or reject payment, until the courts resolve the dispute, especially if the reason for termination is contested. The outcome of the labour court proceedings can directly affect eligibility.
- Abdullah Ishnaneh, Partner, BSA Law
COMPANY PROFILE
Name: Mamo Year it started: 2019 Founders: Imad Gharazeddine, Asim Janjua Based: Dubai, UAE Number of employees: 28 Sector: Financial services Investment: $9.5m Funding stage: Pre-Series A Investors: Global Ventures, GFC, 4DX Ventures, AlRajhi Partners, Olive Tree Capital, and prominent Silicon Valley investors. HOW TO WATCH
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The%20specs
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Living in...
This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
