Ten years ago, Emmy became a first-time mum, full of ideas about the kind of parent she’d be. Like many, reality hit hard. The overwhelm, sleepless nights, and endless Googling left her more confused than ever — until one day, sitting in a mother’s group surrounded by equally exhausted new parents, Emmy had a lightbulb moment:
Parenting advice wasn’t keeping up with the needs of modern parents. It was outdated, mumsy, and lacking in inclusivity. So she set out to change that.
From that moment on, she made it her mission to dedicate her parenting journey (and her now non-existent mat leave) to building Kiindred – a parenting app with advice that was carefully curated, timely, and genuinely useful. Never overwhelming. Always practical. And with expert guidance when needed.
Little did she know, she’d also be navigating diagnoses with each of her kids. From genetic conditions with medical complications to the full spectrum of neurodiversity, her mission only grew clearer: to ensure all parents feel seen, heard, and supported in their journey.
Today, with a thriving app, website, expert network, creator platform, and parenting community, Kiindred is on a mission — to make sure no parent, and no child, is left behind.
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!”
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.
Head of Growth
Strategy Lead
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Senior Designer
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Tech Lead
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