An Oscar-winning CGI expert has secured £1million funding for an app that helps fellow mums with breastfeeding.

Dr Chen Mao Davies launched LatchAid, based in Cirencester, following her own struggles as a new parent.

It uses cutting-edge interactive technology and 3D avatars to teach expectant and new mothers breastfeeding skills and help them tackle loneliness, postnatal depression and physical pain.

The app has recently had financial backing from funders including the former Head of Google UK and Ireland Dan Cobley,, venture capitalist Eileen Burbidge MBE, and Innovate UK - all with direct support from Innovate UK EDGE.

Dr Davies, founder and CEO of LatchAid, said: "As a Chinese female solo entrepreneur running a women's health business, it's not easy to find investment. But if you can find the right investors, great ideas and a great team will ultimately attract funding."

In February she won the Women in Innovation Award  from Innovate UK and a purple plaque was unveiled in her honour at Kemble Primary School in Cirencester, where her child is a pupil.

Her app has recently completed a successful pilot with 12 NHS trusts, aimed at demonstrating its positive health and economic benefits.

The UK has the lowest breastfeeding rate in the world, with 90% of UK women giving up breastfeeding before they want to because of pain, health issues, or lack of support.

Dr Davies was determined to change this after going through her own struggles when her son was born.

"I was determined to breastfeed my child but nobody told me how difficult and painful it could be," she said.

"I developed mastitis and thrush and it went on for weeks with mum and baby crying during feeding time. I just felt such a failure - I couldn't feed my own baby. His weight dropped and I developed postnatal depression."

"As a technologist, I was frankly shocked by the lack of innovation in this space. We had once a week peer support groups, which were useful - but what about 2am when you're lonely, in pain and at your lowest point?"

LatchAid connects mothers to close-knit peer-to-peer support groups, live experts who can provide 1-2-1 advice and an empathetic, AI-powered virtual supporter chatbot - all to provide personalised expertise and companionship, 24 hours a day, 7 days a week.

Dr Davies previously worked on Oscar and BAFTA award-winning visual effects for Hollywood blockbusters, Gravity and Blade Runner 2049. She collaborated with film industry colleagues and infant feeding, maternal health and AI experts to develop the app technology.

LatchAid's £1m funding raise has come from a number of sources - a mix of innovation loans from Innovate UK, a convertible loan note from the KQ Labs accelerator programme, and equity investment from expert business angel investors.

The money will be used to augment the technical and commercial teams and to expand the company's B2B offerings to healthcare organisations as a licensed prescription app, to corporates for employee benefit schemes, and to insurance companies for health insurance packages.

The angel group was led by Dan Cobley, former MD of Google UK & Ireland, who said: "Chen has already achieved so much with such limited resources. I am convinced that, with this funding and the support of such a great group of Angels, LatchAid will grow to be an amazing force for good in this critical health area, first in the UK and then across the world."

LatchAid currently offers 24/7 digital support to users in 84 countries and is available to download on the App Store.