While company-based parenting practices are burgeoning, the unusual ‘Maternity as a Master’ (MaaM) training program aims to transpose competences that parents acquire during parenthood over to the workplace. The digital platform that was launched two years ago now include twenty-five Italian client companies (including UniCredit, Poste Italiane, Enel, Luxottica and subsidiaries of various multinationals such as Ikea and Coca-Cola) and approximately 2,000 participants. The MaaM start-up is seeking a capital injection to expand growth.