About us

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Meet the family...

Like most mum-centered businesses, Kiindred evolved from the needs of a new mum. Before having children, Emmy had a pretty clear idea of how she thought her parenting journey would go – but like so many mums, she quickly realised that nothing could prepare her for the reality once she finally held that precious baby in her arms.

“I noticed a lack of easy-to-digest content that was targeted to the millennial parent – me. I didn’t have time to search for the answer, and all the information was either too ‘mumsy’ or outdated. The parenting space hadn’t caught up with the change in generation, and the way we consumed content.”

This is when the Kiindred journey began

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FEB 2015
Ishq (baby no.1) born with a fist pump. One day old and so much sass.
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MAY 2015
Lightbulb moment.
Let’s do this.
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OCT 2015
Business registered
(now it’s getting real!)
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NOV 2016
Very first beta app
version in the App
Store. Yeeeeew!
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FEB 2017
Zarick (baby no.2)
born with the perfect
shaped head.
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July 2017
First app shoutout
(only 8 months later)
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Oct 2017
First Expert Series course
launches (we spent way tooo
much money producing it!)
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OCT 2017 - FEB 2018
Became a solo founder
(tough time), surprise 3rd
pregnancy and personal loss
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AUG 2018
Nunu (baby no. 3) born.
The sweetest little thing
we ever did see.
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OCT 2018
Second iteration of App
launches. Yeeeeeee!!
(two!! for version 2)
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JAN 2019
Team starts to grow.
The fam expands.
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March 2019
Sabir joins the team.
A solo founder no more
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Feb 2020
Move into our new office.
The fight for desks begins.
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March 2020
COVID hits but it
doesn’t stop us
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June 2020
Our team grows again.
More people to love.
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Nov 2020
Shiny new version of App
launches with pregnancy and
a bunch of other cool stuff.
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March 2021
New website launches
along with Android (finally!)
Group 3579
MARCH 2021
Team growing. Some
celebrate two years at Kiindred
Group 3580
JULY 2021
Onboard more experts
Group 3581
AUGUST 2021
Moved into our own space
with our own studio!
Group 3389
NOVEMBER 2021
Kiin Creators
JANUARY 2021
New website launches
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MARCH 2022
Mumbrella finalist in 2023
Group 3586
May 2022
Became advocates for
neurodiversity through lived
experiences with our kids
Group 3589
SEPTEMBER 2022
Business continues to grow
Group 3584
JANUARY 2023
New video feed in app launches
Group 3591
MARCH 2023
Mumbrella finalist in 2023
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JANUARY 2023
Supporting Children's
Tumour Foundation
emmy-samtani
CO-FOUNDER & HEAD OF CONTENT

Emmy Samtani

I had a pretty clear idea of how I wanted to start my parenting journey, but nothing prepared me for what lay ahead once I had my precious newborn in my arms.

I remember that very moment my newborn ‘woke up’ at the 6 week mark, and this ‘go with the flow’ mum quickly realised there was a lot more I needed to learn about my baby’s needs. “New parents are often bombarded with so much information and opinions, that it can be overwhelming and downright confusing knowing who to trust. I knew there was an easier way!”

Emmy
sabir-samtani
CO-FOUNDER & HEAD OF product

Sabir Samtani

Life was pretty cruisy before our little ones were born I thought I was prepared for it, but who was I kidding. While dad does get the easier part, nothing can prepare you for what’s about to come. Would I swap it…never. I remember we had our eldest daughter away for the weekend with family. She’s the leader of the pack, the one who gets up to mischief and turns the house upside down. She influences the other two. With her away, calm took over our home. We both loved it (for a few minutes), and then we wished we had her back. Parenting might be tough and all that, but you wouldn’t have it any other way.

Sabir

Meet the team

Marcus

Head of Growth

Yarna

Head of Partnerships

Julia

Strategy Lead

Bo

Client Partner

Emma

Client Partner

Lise

Writer

Moi

Social Media Manager

Lisa

Senior Designer

Rish

Video & Motion Designer

Tiffany

Tech Lead

Tech Lead

Developer

Nitin

Web Developer

Dileep

Web Developer

Birat

App Developer

Shuvam

App Developer

Binayak

App Developer