'Uber for parenting': This app gives working parents a road map

Every parenting stage comes with challenges, made even harder when juggling a busy work schedule. After having twins, former HR exec Nicky Rishi saw the need for a more accessible, comprehensive parenting support solution, and created an app to fill it.  

"I became a mom during COVID, [and] nothing existed where I was not scavenger hunting on Google, looking at Facebook groups, wasting tons of time just trying to find answers," Rishi says. "I was interested in creating a holistic, centralized platform — [like] Uber for parenting — where you're one click away from finding the answer or to being on your journey towards your destination."

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The MissPoppins app is a real-time digital platform that provides free resources for parents of children up to the age of 5, as well as those in the planning stages, including webinars, written material, AI-generated answers and instant consultations with experts in multiple categories, from child behavior, nutrition and development to self care, family and relationship wellness, fertility and loss. If parents wish to set up more in-depth sessions, there are three packages available for purchase that include a set number of 1:1 meetings with coaches. 

All products are available to individuals, and there are currently pilot programs being run with employers, which can purchase packages in bulk and make them available to parents within their workforce. 

"I didn't want barriers to entry for the mom or the dad on the consumer side," says Rishi. "There's no subscription. I just wanted them to be on their way to having answers."

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According to the Surgeon General, nearly half of parents say their daily stress is "completely overwhelming" — helping alleviate some of this with a simple but all-encompassing app is an easy benefit for employers to offer. And unlike the results from internet searches, parents, as well as any organizations providing access to MissPoppins, can trust they are connecting with vetted expert-driven tools and care. 

"There's that safety, security concern [for parents], but for our side, it's trust and integrity, and obviously, the certifications and credibility really matter," Rishi says. "[MissPoppins] has vetted [experts] out through their certifications, background checks, interviews, references, experience and looking at and measuring the quality assurance with their coaching." 

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MissPoppins is currently working to expand its B2B offerings and the child ages for which it offers support, and building an online community including an algorithmically-based mentor/mentee opportunity for parents, Rishi says. For example, an experienced parent of twins can get connected with newer parents of twins and share experiences, advice and empathetic support. 

As employers look for more ways to support working parents, offering an accessible digital resource that helps them navigate the many hurdles of parenting, and tend to themselves and their relationships, is a great addition to other must-haves, like  PTO and flexibility.   

"The future trend of employee benefits is moving towards holistic well-being that addresses various aspects of employees' lives, which includes family support," Rishi says. "The companies that recognize this will [have] a more engaged and productive workforce."