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Aspiring Helicopter Parents, Meet Your Quantified Fetus

Yes, even unborn babies have an activity tracker of their own now.

Helicopter parenting can now start in the womb. Launched Thursday, BellaBeat allows expecting parents to track their developing fetus’s heart beat and movements with a gadget and smartphone app.

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“We have learned how the needs and wants of today’s future moms have drastically changed with the rise of the quantified-self movement and easily accessible information on the Internet,” CEO Sandro Mur told Fast Company. The Y Combinator startup said it has sold 4,000 units, and the corresponding app features recommendations for moms-to-be from professional care providers.

The built-in social platform BellaBeat Global can connect pregnant women with each other so they can share and chronicle their experiences. The app also has a tool to help them track and plan their weight gain throughout pregnancy.

Though Mur admits it’s possible the monitoring device, the BellaBeat Connected Tool, could capture other sounds, such as gas or the mother’s heartbeat, he said the app’s algorithm will be able to distinguish the origin of noises.

Mur and his cofounder Urska Srsen had previously created BabyWatch, another fetal-monitoring product that will soon be discontinued in favor of BellaBeat.

About the author

Based in San Francisco, Alice Truong is Fast Company's West Coast correspondent. She previously reported in Chicago, Washington D.C., New York and most recently Hong Kong, where she (left her heart and) worked as a reporter for the Wall Street Journal.

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