Parenting in the Age of FamTech analyzes how “parennials”—Millennial parents, now 50% non-white—are reshaping demand for tools that make caregiving, health, and early learning easier, with direct implications for families’ economic power (pp.3–4). Tailwinds include $1.3T in collective buying power (p.3), rising digital reliance (8+ hours/day; 40% use subscriptions; strong mobile-app uptake among Latino and Black parents) that lowers search and coordination costs (p.6), and a near-$50B “mom economy” by 2025 with >$500M in VC already deployed (p.7). Impact mechanisms include improved access to maternal/infant care, affordable goods, and flexible enrichment/childcare that support mothers’ labor-force attachment (pp.7,14). Constraints include a harsh post-recession reality—45% earn under $50k and 70% lack a college degree—limiting affordability and widening wealth gaps (p.4). The inherent impact thesis: products that cut time, cost, and stress for minority Millennial families can scale commercially while improving health, learning, and earnings stability (pp.6–7,14).
Some Identified Companies
- Mahmee: HIPAA-secure maternal/infant care coordination platform improving safety and continuity from pregnancy through first birthday (p.9).
- Cleo: employer-paid family support with guided coaching that helps mothers return to and stay at work (p.11).
- Kidizen: mobile marketplace that monetizes kids’ closets and expands access to affordable apparel for families (p.12).