Blueberry was established when the Founders, who were already working in the
Prepaid industry, identified a niche financial market in the mother & baby sector. The
concept came about because one of the founders was pregnant and felt that she
couldn’t find any relevant discounts in one easy place, along with a financial product
which had no catches and would not put her into debt. It was identified very early-on
that the financial vulnerability that pregnant women and mothers feel when their pay
is lowered to SMP/MA and they face the cost of a growing family, is a huge concern.