Joy
Joy is a subscription parenting-support platform that pairs AI-powered text chat with certified human experts (sleep, feeding, parent coaches) and offers tracking, content, and consultations for US parents from pregnancy through elementary school.
- Company typePrivate
- Founded2024
- HeadquartersOakland, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Joy does
Joy, operating as Joy Parenting Club via its legal entity Joy Memories Inc., is a subscription-based parenting support platform that combines AI-powered guidance with on-demand access to certified human experts for parents from pregnancy through the elementary-school years. The core product surface includes Joy On Call (24/7 text chat with specialized AI agents — Parent Coach, Feeding Expert, Sleep Expert, Toddler Expert — plus escalation to human experts), Joy Learning (a library of 768+ expert-written articles refreshed weekly and curated toolkits), Joy Tracker (feeding, sleep, and diaper logging with pattern-based insights), and Joy Connect (1:1 video consultations with sleep consultants, feeding experts, and parent coaches at $50–$60 per 30-minute session). Underlying AI is trained on a proprietary corpus of 1,200+ expert-curated articles and over a million vetted parenting conversations, with multimodal support for photo/video upload in chat.
The business model is multi-stream and consumer-direct (DTC, B2C). Joy monetizes primarily through tiered subscriptions (monthly $18, quarterly $36, annual $99) and add-on 1:1 consultations, with complementary revenue from a member-discount e-commerce shop (shop.joy.co) and digital gift cards. Distribution is mobile-first, with native apps on the Apple App Store and Google Play, plus a full web platform at joy.co; acquisition is largely product-led via content marketing (library, blog), organic social (Instagram, TikTok), app-store discovery, and word-of-mouth within parent communities. Customers are individual parents and households in the US, with a Family Circle sharing feature enabling up to three co-family members per subscription.
Joy was founded by three parent-founders (collectively seven children), led by Co-Founder and President Emily Greenberg (formerly head of parenting content and expert teams at Lovevery) and Co-Founder/CEO Alan Chan, with Charlie Carpenter as Chief Product Officer. The company has raised a total of $24M ($10M seed led by Forerunner in July 2024; $14M Series A co-led by Forerunner and Raga Partners in November 2025), operates from Oakland, CA with 11–50 employees, and in December 2025 acquired Heba Care to extend into pediatric complex-care coordination and family-health tracking.
Joy firmographics
Firmographics- Name
- Joy
- Legal name
- Joy Memories Inc.
- Website
- https://joy.co
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Joy is a subscription parenting-support platform that pairs AI-powered text chat with certified human experts (sleep, feeding, parent coaches) and offers tracking, content, and consultations for US parents from pregnancy through elementary school.
- Ownership category
- akta.pro rank
Joy industry classification
Industry- Product category
- Parenting Support Platform
- NAICS
- Child and Youth Services (62411), Other Individual and Family Services (624190)
- SIC
- Services-Child Day Care Services (8351)
- akta.pro primary industry
- Parent–Child Play & Interaction Programs (EDACALAF)
- akta.pro secondary industry
- Parent Mental Health, Stress Management & Wellness Programs (EDACALAJ)
Keywords
Where Joy is headquartered
LocationHeadquarters
- HQ city
- Oakland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Joy business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Subscription Membership: Joy Parenting Club operates on a recurring subscription model with three tiers: monthly ($18/month), quarterly ($36 billed every 3 months), and annual ($99 billed annually). Subscriptions provide 24/7 access to AI and human expert support, the Joy Learning library, tracking tools, and member discounts. Subscriptions auto-renew until cancelled.
- 1:1 Expert Consultations: Video consultation sessions with certified experts including Sleep Experts ($60 per 30-minute session, regularly $120), Feeding Experts, and Parent Coaches ($50 per session, regularly $100). These are add-on services to the base subscription.
- E-commerce Product Sales: Joy operates a curated e-commerce shop (shop.joy.co) offering baby and parenting products with member-exclusive discounts. Revenue from product sales with pricing ranging from $8 to $1,949.99 per item.
- Gift Cards: Digital gift cards available in 3-month ($24) and 12-month ($96) denominations, allowing gift-givers to purchase subscriptions for new parents.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription at $18/month, billed monthly |
| Subscription | Pay-as-you-go | Quarterly subscription at $36 every 3 months ($12/month equivalent) |
| Subscription | Annual | Annual subscription at $99 per year ($8.25/month) |
| Other | Pay-as-you-go | Sleep Expert consultation - $60 per 30-minute session (special offer price) |
| Other | Pay-as-you-go | Parent Coach session - $50 per session (special offer price) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Joy product offering
Product offeringCore offering
Joy is a mobile-first subscription platform that delivers 24/7 parenting guidance through expert-trained AI agents and certified human experts (sleep consultants, lactation specialists, feeding experts, parenting coaches). The Joy Parenting Club membership bundles AI chat, an expert-written article library, baby activity tracking, and 1:1 video consultations. Additional offerings include an e-commerce shop with member discounts, family-sharing features, curated toolkits, and gift cards.
Product overview
Joy Parenting Club is a subscription-based parenting support ecosystem combining AI-powered guidance with certified human experts. The platform operates on a core-plus-modules architecture centered on the Joy Parenting Club membership, which includes Joy On Call (24/7 AI and human text support), Joy Learning (768+ expert articles), Joy Tracker (feeding/sleep/diaper logging), and Joy Connect (video consultations). Additional offerings include Joy Shop (member discount marketplace), Joy Family Circle (multi-user sharing), Toolkits (curated content bundles), and Gift Cards. In December 2025, Joy acquired Heba Care to expand its family health support capabilities with clinically validated care-coordination tools and AI-powered tracking. Membership plans range from $12/month to $96/year with tiered pricing.
Differentiator
Problem solved
Functional benefit
Products and services
- Joy Parenting Club Subscription-based parenting support platform providing 24/7 access to AI-powered and human expert guidance, educational content, activity tracking, and video consultations for individual parents and families.
- Joy On Call 24/7 text-based support service connecting parents to AI parenting experts and certified human experts, with specialized AI agents covering parent coaching, feeding, sleep, and toddler topics.
- Joy Learning Expert-backed library of 768+ articles, videos, and toolkits covering parenting topics including sleep, feeding, behavior, development, postpartum, and child milestones.
- Joy Tracker Activity tracking feature for logging baby feeding (breast, bottle, combo with timer), sleep (naps, nighttime), and diapers (wet, dirty, mixed), with pattern insights and expert chat integration.
- Joy Connect 1:1 video consultation service with certified sleep consultants, feeding experts, and parent coaches, with sessions priced at $50-$60 per 30-minute call.
- Joy Shop E-commerce storefront offering baby and parenting products across categories including sleep, nursing/feeding, diapering, gear, health/wellness, play, and parent essentials, with exclusive member discounts.
- Joy Gift Cards Gift card product available in 3-month ($24) and 12-month ($96) denominations for gifting Joy Parenting Club memberships to parents.
Quantifiable outcome
- Over 3,000 families helped with lactation support by expert Marisa Rhein
- +2 more outcomes
Companies that use Joy
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
Joy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability6 records
Feature5 records
Joy partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Heba CarestrategicJoy acquired Heba Care, a technology platform supporting families with complex health and developmental needs. The acquisition integrates Heba's clinically validated care-coordination tools and AI-powered tracking features into Joy's platform, enabling the company to scale access to high-quality tools and reach more families globally.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Joy competitors and assessment
Company assessmentDirect peers
- Cleo: Family benefits platform combining expert (often lactation and postpartum) support with subscription access via B2B2C employer offerings. Most directly comparable to Joy's hybrid human expert + digital parenting support model.
- Huckleberry: AI-powered baby sleep and feeding tracking app with integrated expert guidance, sharing Joy's core proposition of combining tracking tools with expert-led parenting advice for parents of infants and toddlers.
- Tinyhood: Online marketplace for live parenting classes and on-demand access to vetted pediatric experts (sleep, feeding, CPR, first aid). Directly competitive with Joy's expert consultation and parenting education offerings.
- Peanut: Social networking app for women, particularly mothers, providing peer support, expert content, and connections through life stages. Operates in the same parenting/community + content + expert adjacent space as Joy Parenting Club.
- Solid Starts: Digital-first platform offering expert-led feeding guidance (solids, allergens, gag vs. choking) and a wide library of content for parents introducing babies to food. Overlaps with Joy's feeding expert offering and library-driven content approach.
Broad incumbents
- BabyCenter: Established large-scale pregnancy and parenting content and community platform with expert-backed editorial and tracking tools. Operates across the full journey from conception through early childhood, similar to Joy's stated scope.
- The Bump: Longstanding pregnancy and parenting content and registry platform serving the same audience as Joy, with brand-backed content from a major media parent (The Knot Worldwide). Comparable in segmentation and breadth of coverage.
- Lovevery: Stage-based play and child development products with expert-backed content; founded in similar parenting/early childhood category and previously employed Joy's co-founder. Competes in the same parent-as-consumer early childhood space.
Emerging players
- Hatch Baby: Connected sleep products (e.g., Rest, Restore) and companion parenting app for sleep guidance and tracking. Overlaps with Joy's sleep expert and tracker functionality but anchored in a hardware product.
Others
- Frida: Consumer baby care brand selling products across categories (nasal, oral, grooming, postpartum) with a large community and parent-education content presence. Indirectly adjacent to Joy through e-commerce shop and parenting audience overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key highlights8 records
Customer concentration
Joy social profiles
Digital presenceJoy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Joy leadership team
Management profileNumber of profiles
Profiles9 records
Joy subsidiaries and ownership
Company hierarchySubsidiaries1 record
Joy funding detail
Funding detailFunding overview
Funding rounds3 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Joy M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Joy
What does Joy do?
Joy is a mobile-first subscription platform that delivers 24/7 parenting guidance through expert-trained AI agents and certified human experts (sleep consultants, lactation specialists, feeding experts, parenting coaches). The Joy Parenting Club membership bundles AI chat, an expert-written article library, baby activity tracking, and 1:1 video consultations. Additional offerings include an e-commerce shop with member discounts, family-sharing features, curated toolkits, and gift cards.
Is Joy a public or private company?
Joy is a private company. It is classified as venture growth investor backed and is currently operating.
When was Joy founded?
Joy was founded in 2024. It employs 11 to 50 people.
Where is Joy based?
Joy is headquartered in Oakland, United States, in the North America region.
How does Joy make money?
Four revenue lines are on record. Subscription Membership is the primary driver. The others are 1:1 Expert Consultations, E-commerce Product Sales and gift Cards.
Who are Joy's main competitors?
Direct peers on record are Cleo, Huckleberry, Tinyhood, Peanut and Solid Starts. Broad incumbents are BabyCenter, The Bump and Lovevery. Hatch Baby is listed as an emerging player. Frida is listed as an others.
Does Joy have an API?
No public API is recorded for Joy.
What industry is Joy in?
Joy's product category is Parenting Support Platform. Its primary akta.pro industry code is EDACALAF, Parent–Child Play & Interaction Programs, with a secondary code of EDACALAJ, Parent Mental Health, Stress Management & Wellness Programs. Its NAICS code is 62411 and its SIC code is 8351.