Breastmilk Money: Turning Maternal Care into Financial Empowerment

Serviceplan Innovation, the R&D unit of the global Serviceplan Group, has once again pushed the boundaries of what design and innovation can achieve with their latest project, Breastmilk Money. Developed in collaboration with Herconomy, Nigeria’s leading digital bank for women, the project redefines the value of maternal labor—transforming the act of breastfeeding into a measurable, financial asset.

At its core, Breastmilk Money is the world’s first bank account that pays interest on breastfeeding. Designed to support Nigerian mothers, the initiative recognizes the economic value of maternal care—an often invisible and unpaid labor—and channels it into long-term financial growth.

The experience is anchored in a data-driven, emotionally resonant digital ecosystem. The Herconomy app features a bespoke breastfeeding calculator, which converts personal data such as a baby’s age and the cost of formula into a customized savings plan. By doing so, it seamlessly transforms nurturing into capital, allowing mothers to accumulate savings simply by caring for their child.

Aesthetically, the project’s design is both intimate and powerful. The Breastmilk Money website is inspired by the anatomy of the breast, with fluid animations and data visualizations that mimic the movement and texture of milk. The color palette itself is drawn from actual breastmilk samples, creating a visual identity that is deeply rooted in the physical and emotional realities of motherhood. Every detail—from the interface to the illustrations—has been carefully crafted to reflect the science and sentiment of breastfeeding.

Importantly, Breastmilk Money is grounded in the real-life experiences of Nigerian mothers. It was developed through a collaborative effort involving creatives, medical professionals, and storytellers, all working together to amplify a message of empowerment, education, and economic justice.

This project is emblematic of Serviceplan Innovation’s mission: to design for impact. Based in Munich and composed of a small, international team, the studio exclusively partners with organizations tackling the United Nations Sustainable Development Goals. By fusing design, technology, and purpose, Breastmilk Money is a powerful example of how creativity can transform care into currency—and make the invisible, visible.

Breastmilk Money: Turning Maternal Care into Financial Empowerment

Serviceplan Innovation, the R&D unit of the global Serviceplan Group, has once again pushed the boundaries of what design and innovation can achieve with their latest project, Breastmilk Money. Developed in collaboration with Herconomy, Nigeria’s leading digital bank for women, the project redefines the value of maternal labor—transforming the act of breastfeeding into a measurable, financial asset.

At its core, Breastmilk Money is the world’s first bank account that pays interest on breastfeeding. Designed to support Nigerian mothers, the initiative recognizes the economic value of maternal care—an often invisible and unpaid labor—and channels it into long-term financial growth.

The experience is anchored in a data-driven, emotionally resonant digital ecosystem. The Herconomy app features a bespoke breastfeeding calculator, which converts personal data such as a baby’s age and the cost of formula into a customized savings plan. By doing so, it seamlessly transforms nurturing into capital, allowing mothers to accumulate savings simply by caring for their child.

Aesthetically, the project’s design is both intimate and powerful. The Breastmilk Money website is inspired by the anatomy of the breast, with fluid animations and data visualizations that mimic the movement and texture of milk. The color palette itself is drawn from actual breastmilk samples, creating a visual identity that is deeply rooted in the physical and emotional realities of motherhood. Every detail—from the interface to the illustrations—has been carefully crafted to reflect the science and sentiment of breastfeeding.

Importantly, Breastmilk Money is grounded in the real-life experiences of Nigerian mothers. It was developed through a collaborative effort involving creatives, medical professionals, and storytellers, all working together to amplify a message of empowerment, education, and economic justice.

This project is emblematic of Serviceplan Innovation’s mission: to design for impact. Based in Munich and composed of a small, international team, the studio exclusively partners with organizations tackling the United Nations Sustainable Development Goals. By fusing design, technology, and purpose, Breastmilk Money is a powerful example of how creativity can transform care into currency—and make the invisible, visible.