Oodi makes its UK debut.
Finnish baby-tech returns to the UK with a new way to look at infant crying
Oodio is an Oulu-based Finnish baby-tech company developing Oodi, an app designed to help parents get a clearer picture of their baby’s crying over time.
Oodi makes its UK debut at The Baby Show Olympia London, 23-25 October 2026.
Stand NK20 · New Kids on the Block
At the show? Come and meet the founders at NK20.
The story in 30 seconds
When you’re exhausted, remembering exactly what happened across several difficult days and nights can be surprisingly hard.
When did the crying happen?
How long did it last?
How often did it happen?
Has something actually changed?
Oodi creates a visual record of a baby’s crying over time, helping parents see individual crying events as part of a bigger pattern across days and weeks.
The idea is simple:
Keep track. See change. Add context.
Oodi is a consumer wellbeing product. It does not diagnose medical conditions, determine why a baby is crying or replace parental judgement or professional healthcare.
Context, not diagnosis.
Why we built Oodi
Oodi started with a deceptively simple question:
Is my baby crying a lot?
Our research into infant crying began before Oodio was established.
The founders’ research includes a survey conducted in Finland in 2021, in which more than 80% of 170 respondents reported having experienced uncertainty, even if only rarely, about whether their baby’s crying was normal.
Altogether, we have gathered input from approximately 200 parents, including those who participated in the survey.
But our work with parents and healthcare professionals has also highlighted something important:
Crying data alone doesn’t tell the whole story.
Two babies can cry for the same amount of time while two parents experience that crying very differently.
- Understanding what happened with the baby matters.
- Understanding how the family is experiencing it matters too.
That insight is helping shape both Oodi and the questions we are now exploring through real-world testing.
From research to real-world testing
Oodi has been developed through parent research, discussions with healthcare professionals and real-world evaluation activities in Finland.
During spring 2026, three public health nurses participated in an evaluation with Lapland Testbed, exploring how automatically collected crying information could potentially support families and conversations with healthcare professionals.
In September 2026, Oodio initiated a real-world evaluation with child health clinics in the Oulu region, including Kaakkuri and Oulunsalo.
Family recruitment has been slower than anticipated, and sufficient follow-up data have not yet been collected to draw conclusions about the app's impact on parents or healthcare consultations. We want to understand whether a structured record of crying can provide useful context without creating unnecessary worry for parents or additional work for healthcare professionals.
We don’t assume that more data automatically means better support.
That’s something we’re testing.
Why London?
The Baby Show is more than a product launch for Oodio.
It is our next market-validation step.
We want to learn:
- Do UK parents recognise the problem?
- Do they understand what Oodi is trying to solve?
- Do they find it useful?
- Are they willing to pay for it?
Oodi is making its UK debut while the app completes the relevant app store review processes. Visitors can meet the founders, see demonstrations and learn how to become early Oodi users.
We’re also interested in meeting UK health visitors, midwives, child-health professionals, researchers and innovation teams who can help us understand what a credible UK feasibility pilot would need to demonstrate.
One payment · Lifetime access · No subscription
Second time around
Oodio is a new company and Oodi is a new product.
But its founders have built baby technology before.
Satu Niemelä and Erasmus van Niekerk previously founded the Finnish baby-tech company behind Onni Care, a connected baby-monitoring system developed in Oulu and taken to international markets.
Onni Care attracted international retailer, distributor and technology interest and reached UK retail channels.
The founders also exhibited at several Baby Show events in the UK, including at the NEC Birmingham.
During that period, Onni Care was featured by the Birmingham Mail in an article highlighting baby products its experts thought parents should own.
But despite significant international traction, Onni Care did not ultimately become a sustainable commercial business.
Their experience bringing baby technology to international markets shaped a central principle behind Oodi: start with a simple tool for parents, test its usefulness in real life, and let the evidence guide what comes next.
" With Oodi, we're deliberately starting smaller. Each step should answer a question before we make the next major commitment."
- Erasmus van Niekerk, Co-founder, Oodio
Around a decade after exhibiting Onni Care in the UK, Satu and Erasmus are returning to The Baby Show with a new company, a new product and a deliberately different approach:
Pilot. Measure. Learn. Decide what deserves the next commitment.
Meet the founders
Satu Niemelä
COO & Co-founder
Satu has a background in technology, user experience and product development, including more than a decade at Nokia. She previously co-founded the company behind Onni Care and worked on bringing the product to international markets.
Erasmus van Niekerk
CEO & Co-founder
Erasmus is an entrepreneur and product and business development professional with more than 17 years of experience across technology, product development and commercialisation. He previously co-founded the company behind Onni Care.
Oodi at a glance
| Company | Oodio Oy |
| Product | Oodi |
| Based in | Oulu, Finland |
| Founded | 9 January 2026 |
| Parent research | 170-parent survey + approximately 200 parent interviews/conversations during development |
| Real-world testing | Finland |
| UK launch | The Baby Show Olympia London |
| Dates | 23–25 October 2026 |
| Stand | NK20 · New Kids on the Block |
| Launch offer | Founding Access · £29.99 · Lifetime access |
| Payment | One payment |
| Subscription | None |
| Product category | Consumer wellbeing / baby-tech |
| Diagnostic product | No |
Media downloads
Want to see Oodi?
We’re happy to provide interviews, demonstrations, additional images or background information.
If you’re attending The Baby Show, come and meet us at:
Stand NK20 · New Kids on the Block
Olympia London · 23–25 October 2026
Media enquiries
Satu Niemelä
COO & Co-founder, Oodio Oy
- satu@oodi.tech
- +358 40 536 3486
- oodi.tech
