Dr. Noa Sterling, a board-certified OB-GYN, built Sterling Parents in 2019 on a simple premise: pregnant people deserve better information delivered with more care.

Her willingness to answer questions directly built a loyal audience, but the model had a ceiling. The core product was access to an expert's time, so growth meant either raising prices or burning out. ") that arrive at 2 AM, not at the next appointment, and the internet's default answers skew toward the most clickbait-friendly, scary result. Before the product existed, members got answers as one-to-one Instagram DMs, sometimes waiting hours for a reply. Sterling Parents needed a way to make Dr. "

Sterling Parents partnered with Dewey to build Obi, a virtual pregnancy guide embedded in its website and mobile app. Obi answers only from a retrieval base of 1,900+ of Dr. Sterling's own published documents, with no general web or parametric knowledge, and applies clinical-escalation guardrails that redirect lab-result or risky questions to a provider rather than guessing.

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