Joy

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.

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

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

• Parenting support platform
• Expert-led childcare
• Infant care guidance
• Family wellness app
• Parent coaching service

Headquarters

HQ city

Oakland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability6 records

Feature5 records

Partnerships

One partnership is on record.

• Heba CarestrategicStrategic or Co-development Partner · 11 December 2025Joy 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

Direct 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

• Instagraminstagram.com/joyparentingclub
• TikToktiktok.com/@joyparentingclub

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds3 records

Investors12 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Joy