It still takes a village.
Our Pip helps yours show up.
Raising a child still takes a village, but most of us don't live in one anymore. Family can be a train ride away, spread across multiple group chats, friends are busy and dispersed.
Asking for help feels awkward, and life can get in the way. Our Pip is a private family assistant that takes care of the admin and makes it easy for the people around you to help.
Just tell our Pip. It'll help take it from there.
Jo next door has helped on Thursdays before. Here's a message for her with just the pickup details.
💬 Ready to forward to Jo:
"Hi Jo, could you collect Ava from Little Oaks at 5:30 on Thursday? Thank you!"
You look after your baby.
Our Pip helps the people around you look after you.
Having a baby shouldn't make you the family project manager.
Appointments. Feeds. Visitors. Shopping. Questions. Messages. Forms. Who's bringing dinner. Who can do Thursday. Suddenly, everyone needs something, and somehow you're expected to remember it all.
Our Pip helps carry some of that load. Not by giving you more to manage. By helping manage things with you, and with the people who want to help.
“When is the health visitor coming?”
“Did anyone buy size 2 nappies?”
“Who can do nursery pickup on Thursday?”
“Can somebody else sort dinner tonight?”
You weren't meant to do this alone.
Invite the people you trust into your support circle. Our Pip turns offers into action, and helps people who want to help find the right way in.
James (Partner)
PartnerHandles early mornings Mon–Fri & pharmacy pickups.
Mum (Grandma)
Regular HelperAvailable Tue & Thu afternoons for babysitting & shopping.
Anna (Friend)
Offered HelpOffered home-cooked meals on Wednesdays.
Grandad
Asked When NeededAvailable for dog walks & errand runs.
“How can I help?”
Send them to our Pip. It'll find out what suits them and match it to what you actually need. No awkward asks. No guilt lists. You only see the offers they decide to make.
“I'd love to help Sam more. I'm free most Wednesdays and I like cooking.”
Our Pip doesn't create your support network. It helps the people who already care about you show up.
Our Pip handles the logistics. The kindness is still theirs.
Remember. Notice. Share. Support.
Four simple behaviours designed to take work off your shoulders, and make it easy for others to share it.
Remember
Get it out of your head and into our Pip.
Send a WhatsApp message, voice note, photo or document. Our Pip keeps track of appointments, supplies, plans and the 3am thoughts you don't want to lose. It only remembers what you've said yes to.
“Remind me to book the eight-week check tomorrow.”
Notice
The right reminder. At the right moment.
Our Pip notices when something needs attention and brings it back when it's actually useful. No dashboard checking. No endless notifications.
- Nappies are running low
- Your mum is visiting at 2
- Anna's dropping dinner round at 6
Share
Stop being everyone's go-between.
Let our Pip keep partners, grandparents and caregivers up to date. You decide who can see what. Share what's useful, protect everything else.
Support
Turn offers of help into real support.
Friends and family want to help. Our Pip connects real daily needs with people who have already offered, without giving you another job to organise. And when someone asks how they can help, our Pip helps them find the answer.
our Pip suggests:
“Your mum is free this afternoon for shopping, and Anna offered to bring dinner. Shall I write a message to either?”
No new app habit required.
Our Pip lives in WhatsApp, so there's nothing new to download. Send a quick message, record a voice note while feeding, or snap a photo of a letter. Our Pip keeps only what the task needs, and clears the details away once it's done.
Less logging. Less admin. Less keeping everything in your head.
“When's his next vaccination appointment?”
“Tuesday 10th November at 10:30am, at the surgery. I'll remind you the day before to pack the Red Book.”
“I'm nearly out of size 2 nappies and we need more formula by Friday...”
“Size 2 nappies and formula are on the household list. Want me to share the list with James?”
Little Oaks settling-in sessions.jpg
“Settling-in sessions on Monday 9 to 11 and Wednesday 9 to 12. Added to your calendar with a reminder the day before. I've deleted the photo.”
Our Pip remembers there's a parent in this story too.
A lot of parenting technology starts with the baby. Our Pip looks at everything happening around both of you: your meals, your rest, your plans and the people who can give you a break.
Our Pip isn't there to diagnose or replace professional medical advice. When something's about your health or your baby's, it'll point you to the right person, whether that's your midwife, health visitor, GP or NHS 111.
Your appointment at 2pm
Sorted while you're out:
- Anna's dropping dinner round at 6
- Your mum's doing the school run
- Your questions are ready to take with you
✓ James has been reminded he has baby duty during this time.
Your family isn't our data.
The things you share with our Pip are deeply personal. Here's exactly how we handle them during the beta.
You stay in control
Ask our Pip “What do you know about me?” any time. See everything it remembers, change it, or tell it to forget. It only keeps what you've said yes to.
Share on your terms
Helpers only see the request you send them. Nothing else about you.
Done means deleted
When a task's finished, our Pip clears the details away. Turn on disappearing messages in WhatsApp and your chat clears too.
No advertising business model
We never sell data or target ads. Our business model is simple, honest software subscriptions for households.
How the beta works today
Plain EnglishWhatsApp encrypts your messages on the way to our Pip. To reply, our Pip, and WhatsApp's business service run by Meta, can read them.
🤖 The AI behind our Pip
Our Pip uses OpenAI to understand messages and write replies. OpenAI doesn't train its models on what we send. It can keep messages for up to 30 days to check for misuse, and we're working to remove that.
🧠 What our Pip keeps
Only what you say yes to. Health notes need a separate yes. Health photos stay on your phone for now; our Pip will remind you to bring them to your appointment.
🔜 Coming next
The Pip app: a private space for your details, outside your chats, with health photos encrypted on your phone before they ever reach us.
Built for real moments in the day.
How our Pip fits into everyday life with a newborn.
3am Thought
“I need to remember to sort the car seat tomorrow.” Tell our Pip and go straight back to sleep.
"How Can I Help?"
Someone asks what they can do. Send them to our Pip. It'll find something that suits you both.
Partner Handover
Gives your partner feed & sleep times automatically without you having to write a briefing.
Running Out
Nappies or wipes running low? Mention it once, and our Pip adds them to the household list.
Visitor Spacing
Three people want to visit this weekend. Our Pip helps space them out so you aren't overwhelmed.
A Difficult Day
Tell our Pip “Today is a lot.” It surfaces practical help available from your support circle.
One Pip. The whole family.
We're starting with a small group of families. The beta is free while we build our Pip with you. After the beta, our Pip will be priced per household, not per user.
Our Pip
Everything you need to share the load, in WhatsApp.
- ✓ WhatsApp & Voice Capture
- ✓ Reminders, Calendar & Household Lists
- ✓ Partner & Caregiver Updates
- ✓ Support Circle Coordination
- ✓ "How Can I Help?" Offers
- ✓ Find Something Special, When You Ask
Built with you, step by step
-
1
Now: the beta
Our Pip in WhatsApp, keeping track of the admin and helping your village help.
-
2
Next: the Pip app
A private space for your details, outside your chats. Face ID sign-in, and health photos encrypted on your phone.
-
3
Then: your whole village
Grandparents and friends with a Pip of their own, offering help that fits their week. Supplies ordered for you.
-
4
Later: your keys
Your family's information locked with keys only you hold, so not even we can read it.
Up and running in a few minutes.
No lengthy forms. Every question is optional, and our Pip asks before it keeps anything.
Sign up
Your name, your email and the WhatsApp number our Pip should message.
A few essentials
Where you are right now, who's around to help, and what would make the biggest difference.
Check what's kept
See every detail before it's saved. Change or remove anything. Health notes only with a separate yes.
Say hello on WhatsApp
Our Pip sends a short welcome, explains how your information is handled, and suggests turning on disappearing messages.
Start with one thing
Tell our Pip what's on your mind most. Our team will check in now and then to hear how it's going.
Know someone who's about to need a village?
Give them our Pip, and offer to be part of their support circle from day one. It's free during the beta, so it costs you nothing.
- ✓ Send a personal invite, in your own words.
- ✓ Add the help you'd like to offer. It's waiting for them when they join.
- ✓ They decide whether to join, and whether to add you to their circle.
We don't collect your friend's number or email. You send the invite yourself, so it comes from you.
When they join with your link, our Pip will ask them whether to add you to their support circle, with the help you've offered.
A little less to carry.
Our Pip helps remember the things that matter, keep the right people in the loop and make everyday support easier to organise. So you can spend a little less time managing everything, and a little more time with your family.
You're on the list! 🎉
We saved . We'll email your invite as soon as your place opens, then our Pip will say hello on WhatsApp.