The story behind how Ellie’s Git is supporting families through baby loss

Created from heartbreak and built on hope, Ellie’s Gift is a powerful example of how lived experience can shape compassionate, practical support for others. Following the devastating loss of their daughter Ellie due to a termination for medical reasons (TFMR) in 2017, the founders turned to the same birth relaxation techniques that had once brought calm during pregnancy. These tools laid the foundation for what would become the world’s first app specifically created to support families through baby loss.

Today, Ellie’s Gift offers free, evidence-based resources, including an app used in NHS trusts and online support sessions, designed to provide wraparound care for grieving families and the professionals who support them. In this interview, the team behind Ellie’s Gift shares the story of its beginnings, the challenges they’ve overcome, and how they continue to grow their impact across the bereavement and healthcare communities.

Origins & Development

1. Can you share the story behind Ellie’s Gift? What inspired its creation? Ellie’s Gift was born from a deeply personal experience. In 2017, we faced a termination for medical reasons (TFMR) with our first baby, Ellie. Prior to learning about her heart condition, we had completed a birth relaxation course, which proved invaluable in managing anxiety. When preparing for Ellie’s delivery, we applied these techniques, which brought a sense of ease during an incredibly difficult time. This journey led to training in hypnobirthing and the creation of resources specifically for baby loss and delivery. These resources eventually evolved into the Ellie’s Gift App, the world’s first app of its kind to support families through loss. Today, the app is a free resource, used within the NHS and worldwide, offering wraparound aftercare support through courses and live classes focused on mental health. 

2. What were the biggest challenges in launching Ellie’s Gift, and how did you overcome them?Funding has been a major challenge. We have relied on our own time, volunteers, and small funding grants to keep Ellie’s Gift running. Raising awareness of free support outside the NHS is another hurdle due to our small marketing budget also but we do what we can with the resources we have and while we know our reach and impact could be larger, we are happy we are able to reach the people we reach.  

3. How has the platform evolved since its inception? Initially, the app was a basic prototype. With additional funding, we expanded its content and features. We are now developing more tailored support for different types of loss, ensuring that families receive the most relevant and helpful resources. 

4. What key features does the Ellie’s Gift app offer to loss parents? The app provides pre-birth education on what to expect, how to manage anxiety, and techniques for handling contractions, check lists for example ‘what to pack in your birth bag’ and additional practical and emotional considerations. It also offers aftercare support, including journaling, audio tracks, videos, and connections to additional resources outside Ellie’s Gift. 

5. How does the app provide personalised support for bereaved families? We are currently working on tailoring the app’s content to different types of loss rather than offering a generalised experience. This will allow families to access more specific and relevant support. 

6. Have you collaborated with any hospitals, hospices, or training organisations to develop these materials? Yes. We piloted the app at St Mary’s Hospital as part of NHS research into its validity and effectiveness. Currently, we are present in ten NHS trusts and growing. Our recent TFMR project involved midwives from multiple NHS trusts who contributed to the content which is currently under development. 

7. Have you received any feedback from parents that has influenced updates or improvements?Parent feedback has been central to our development. Through focus groups and surveys, we learned that families wanted more personalised support and personal stories, which we are currently working on incorporating. 

8. Are there any upcoming features or developments planned for the app? Yes. We are developing additional support for miscarriage, stillbirth, and multiple loss.  

Online Support Sessions for Loss Parents

9. What can parents expect from your online support sessions? Our weekly sessions are led by qualified professionals in relaxation, mindfulness, and yoga. Mental health nurses are also involved. Sessions are accessible via live-stream or Zoom, offering guided practices, education, and a safe space for grieving families. 

10. How do you ensure these sessions create a safe and supportive space for bereaved families?Our Zoom sessions are closed groups, accessible only via invitation. Each session is facilitated by a trained teacher and a support person to manage any potential conflicts. We have a zero-tolerance policy for disruptive behavior, ensuring a welcoming and respectful environment. Data protection is also a priority. 

11. Are the sessions led by professionals, peer supporters, or a combination of both? They are a combination, professionally led and peer-supported, ensuring a balance of expertise and lived experience. 

12. Have you noticed any common themes or topics that parents find most valuable? Termination for medical reasons (TFMR) is a frequent topic of discussion and support in our sessions. 

13. Do you have plans to expand or enhance these sessions in the future? Yes. We aim to broaden our holistic wellness offerings, including additional mental health support and varied session formats. 

Resources for Healthcare Professionals

14. What types of resources do you provide for healthcare professionals? Starting in May, we will offer weekly mindfulness sessions. We also have recorded resources that healthcare professionals can access before, during, or after their shifts to manage stress and burnout. 

15. How do these resources help professionals better support bereaved families? When staff feel supported, they experience lower stress levels and sickness rates, enabling them to provide better care for bereaved families. 

16. Have you collaborated with any hospitals, hospices, or training organisations to develop these materials? Yes. These resources have been developed based on midwife feedback. Our mental health nurse, with experience in occupational health and corporate interventions, played a key role in their creation. 

17. Do you have any success stories where professionals have significantly benefited from your resources? This is a new initiative, but early feedback has been overwhelmingly positive. 

Future Goals & Impact

18. What impact have you seen Ellie’s Gift make in the bereavement community? Ellie’s Gift fills a crucial gap, offering immediate support at the point of loss, an area where resources are often lacking. 

19. How do you hope to expand Ellie’s Gift’s reach and support? We are actively seeking investors and sponsorships to accelerate our ability to reach more families in need. 

20. Are there any upcoming projects or partnerships that you’re excited about? Yes! We are launching a mindfulness in grief book this year, sponsored by Breathworks, which we hope to place in hospitals across the UK. 

21. How can people support Ellie’s Gift or get involved in its mission? You can support us by donating, volunteering, or simply sharing our work to spread awareness and reach more families in need.

Ellie’s Gift stands as a gentle, determined force within the baby loss communit, meeting families in their darkest moments with practical support, compassionate care, and a growing sense of connection. From its tailored app content and professional-led support sessions to its new mindfulness resources for healthcare staff, the work being done is far-reaching and deeply needed.

Whether you are a bereaved parent, a healthcare professional, or someone who wants to make a difference, there are many ways to get involved, through sharing, supporting, or simply spreading awareness of the vital work Ellie’s Gift is doing.

To learn more or to support the mission, visit:
🌐 www.ellies.gift (App)
🌈 www.elliesrainbow.org (Rainbow Support)