“We wanted to bring a different concept in childcare, a concept that’s more holistic”

The app, which launched in November 2013 and is available in English, Spanish, and Portuguese, allows parents to track and develop their children’s cognitive ability through “serve and respond” activities. The latest resources come after two years of development.

“When we started the company, we realised that in Latin America, early childhood… was seen as a period of time in their lives where if you were merely taking care of your child you were doing good,” Kinedu founder Luis Garza said.

“We wanted to bring a different concept in childcare, a concept that’s more holistic that not only takes into account care… but also talks about early development.”

According to Garza, using an app-based approach also tapped into the changing demographics of Latin America and tastes of how new parents access information.

Speaking with The PIE News, he said younger generations were less likely to remain in their family home, and after having a child had less access to advice from their own parents, compared to past generations.

New parents globally also preferred to access information through their smart phone over calling a relative, Garza added.

While the app uses a subscription model, Garza said the company had also partnered with other organisations to assist immigrant families in the US, and develop a new project in Peru.

“We think there is a business model around parents from the developed world… that can pay for this and also help Kinedu give back to the world in many ways,” Garza said.

Data collected in the app was also being used for applied research projects, which the company said could make it one of the world’s largest databases of childhood development.

In September, childhood-services focused investment company Be Curious Partners invested US$1.1 million in Kinedu.