HeyKiddo
HeyKiddo is a Philadelphia-based, woman-founded company that builds an AI-coached parenting app (Mae) for caregivers of children ages 0-12 and a CASEL-aligned SEL curriculum (Huddle) for homeschools and schools, sold via consumer subscriptions and enterprise licenses.
- Company typePrivate
- Founded2020
- HeadquartersPhiladelphia, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What HeyKiddo does
HeyKiddo is a Philadelphia-based, woman-owned software company founded in 2020 by clinical psychologist Dr. Nicole Lipkin that builds digital tools to help parenting adults and educators support children's social, emotional, and mental wellness. The company operates two product lines: (1) a consumer mobile app (iOS/Android) for parents and caregivers of children ages 0-12, fronted by "Mae," a text-based AI parenting coach that personalizes guidance, daily mood/behavior check-ins, and a content library of psychologist-authored resources, sold as a $9.99/month or $89.99/year subscription after a 7-day free trial; and (2) "HeyKiddo Huddle," a 36-week CASEL-aligned Social and Emotional Learning (SEL) curriculum delivered via a web portal, sold to homeschooling families at $24.99/month or $249.99/year and to schools/districts through a sales-led, quote-based enterprise license that bundles onboarding, bi-annual expert coaching, and admin check-ins.
The company's technology stack centers on retrieval-style AI over its proprietary expert content corpus, combined with a structured data layer that ingests child profile attributes and longitudinal check-in data to drive personalized recommendations and a behavior-change graph. Distribution is hybrid: product-led growth via app stores, Shopify-hosted web funnel, content marketing, and a Kindermusik co-marketing partnership for the consumer side, paired with direct enterprise sales for the school/district tier. HeyKiddo has secured approximately $701K in disclosed funding across an NSF grant ($276K, 2021), a Milken-Penn GSE Education Business Plan Competition award ($25K, Oct 2022), and a PACT Lion's Den round (~$250K-$400K, Nov 2022), and reports supporting hundreds of parents as of December 2024, with three NSF grants and nine industry awards cited as research and reputational validation.
Go-to-market is segmented across four personas — parents/caregivers, educators/teachers, homeschooling families, and schools/districts — with explicit landing pages and pricing tiers for each, suggesting an intentional land-and-expand strategy from the consumer app into institutional SEL contracts. The 1-10 employee headcount and the absence of named institutional venture capital indicate an early-stage, capital-efficient operating profile.
HeyKiddo firmographics
Firmographics- Name
- HeyKiddo
- Legal name
- HeyKiddo
- Website
- https://hey-kiddo.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- HeyKiddo is a Philadelphia-based, woman-founded company that builds an AI-coached parenting app (Mae) for caregivers of children ages 0-12 and a CASEL-aligned SEL curriculum (Huddle) for homeschools and schools, sold via consumer subscriptions and enterprise licenses.
- Ownership category
- akta.pro rank
HeyKiddo industry classification
Industry- Product category
- Parenting & Social-Emotional Learning Software
- NAICS
- Educational Support Services (611710), Other Individual and Family Services (624190), Child and Youth Services (62411), Educational Support Services (61171)
- SIC
- Services-Prepackaged Software (7372), Services-Social Services (8300)
- akta.pro primary industry
- Executive Functioning & Behavioral Support Tools (ADHD, SEL/Behavior Tracking, Routines) (EDAFAKAG)
- akta.pro secondary industry
- Parent Mental Health, Stress Management & Wellness Programs (EDACALAJ)
Keywords
Where HeyKiddo is headquartered
LocationHeadquarters
- HQ city
- Philadelphia
- HQ country
- United States
- HQ region
- North America
Markets served
HeyKiddo business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Consumer App Subscription: Monthly and annual subscription plans for the HeyKiddo parenting app targeting parents and caregivers of children ages 5-12. Subscriptions include access to AI coaching, mood tracking, daily check-ins, and personalized parenting resources.
- Huddle Plus Curriculum Subscription: Subscription-based access to the HeyKiddo Huddle social-emotional learning curriculum for homeschooling families and educators. Plans include monthly ($24.99) and annual ($249.99) options with different feature sets for individual vs. school/district use.
- Enterprise School Licenses: Affordable enterprise licenses for schools of all sizes, with personalized onboarding, ongoing support, expert coaching sessions, and administrative check-ins included.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription for individual parents |
| Subscription | Annual | Annual subscription for individual parents (best value) |
| Subscription | Monthly | Huddle Plus for Homeschooling Families/Educators |
| Subscription | Monthly | District/School Plan for Teachers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
HeyKiddo product offering
Product offeringCore offering
HeyKiddo provides a psychologist-designed mobile parenting support app for parents and caregivers of children ages 0-12, centered on the AI-powered parenting coach Mae, daily mood/behavior check-ins, and personalized expert-curated resources. The company also sells HeyKiddo Huddle, a 36-week CASEL-aligned Social and Emotional Learning curriculum delivered via a web portal to homeschooling families, classroom teachers, and schools/districts.
Product overview
HeyKiddo offers a suite of parenting support and social-emotional learning products. The core product is the HeyKiddo mobile app for iOS and Android, which provides personalized parenting support through an AI-powered coach named Mae, daily mood and behavior check-ins, and expert resources. Complementing the app is HeyKiddo Huddle, a web-based 36-week SEL curriculum available in three tiers: for individual homeschooling families (Huddle Plus), for classroom educators (Huddle Plus with additional school features), and for districts/schools (enterprise licensing with coaching sessions and admin support). The products are designed to work together, with the app supporting parents at home while Huddle supports SEL instruction in educational settings.
Differentiator
Problem solved
Functional benefit
Brands
- HeyKiddo™ Huddle: A 36-week SEL curriculum for classrooms, homeschools, and pods designed by psychologists, linked to CASEL core competencies
- Mae
Products and services
- HeyKiddo App Mobile parenting support app for iOS and Android designed by psychologists for parents and caregivers of children ages 0-12. Features include the AI-powered parenting coach Mae, daily mood and behavior check-ins, behavior change graphs, expert-curated personalized resources, and co-caregiver alignment tools.
- HeyKiddo Huddle SEL Curriculum A 36-week Social and Emotional Learning curriculum aligned with CASEL core competencies, delivered through a web portal with 15-minute daily lessons including conversation starters, creative activities, and a parent resource center. Sold as Huddle Plus subscriptions to homeschooling families and teachers, and as enterprise licenses to schools and districts with personalized onboarding, expert coaching sessions, and administrative check-ins.
Quantifiable outcome
- 80% of parents experienced increased parenting confidence & improved social-emotional functioning in their children
- +1 more outcomes
Companies that use HeyKiddo
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
HeyKiddo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature4 records
HeyKiddo partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- KindermusikcoreHeyKiddo and Kindermusik partnered to support children's social, emotional, and mental wellbeing through combined music and mindfulness offerings. The partnership delivers joint activities including breathing exercises, movement activities, and calming routines. HeyKiddo families receive 3 months free access to Kindermusik activities. Both companies share a belief that growth happens through connection and deliver content grounded in how children naturally learn.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
HeyKiddo competitors and assessment
Company assessmentOthers
- Newsela: K-12 instructional content platform sold via district licenses. Comparable distribution motion and customer (district administrators) but content is academic rather than social-emotional.
Broad incumbents
- Brightwheel: Childcare and early-learning platform with attendance, billing, parent communication and lesson planning for preschools and daycare operators. Overlaps HeyKiddo's school-side parent engagement and curriculum distribution at the early-childhood level.
- Calm: Direct-to-consumer mental wellness subscription app with meditation, sleep and family content. Overlaps HeyKiddo's parent mental-wellness angle (stress management toolkit, calming routines) but at much broader scope.
- Headspace: Consumer mental wellness app offering guided content for adults, families and kids. Adjacent to HeyKiddo's emotional-regulation and family-wellness functionality but with much wider scope and brand.
- PBS Kids: Broad public-media kids content brand with apps, videos, and educator resources focused on social-emotional and developmental learning. Comparable target audience (parents and educators of young children) and SEL framing.
Direct peers
- Kinedu: Subscription parenting app delivering daily activity plans and developmental guidance for children in the 0-6 age range. Directly comparable to HeyKiddo's parent-app offering around child development support and evidence-based guidance.
- Wonder Weeks: Mobile app that tracks infant and child developmental milestones and 'leaps' with personalized content for parents. Closely mirrors HeyKiddo's child-behavior-tracking and mood/behavior check-in functionality for parents.
- Tinyhood: Subscription parenting platform offering expert-led courses and on-demand classes for new parents. Directly comparable on parent-coaching business model and target audience of parenting adults.
- ClassDojo: Communication and SEL platform connecting teachers, students, and parents around social-emotional skill development in K-8 classrooms. Most directly comparable to HeyKiddo's Huddle curriculum motion targeting schools and parent-teacher alignment.
- Panorama Education: SEL, MTSS and student-success platform sold to K-12 districts with curriculum, assessment, and educator coaching. Direct competitor to HeyKiddo's district-licensed Huddle offering on the institutional SEL side.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
HeyKiddo social profiles
Digital presenceHeyKiddo financial estimates
Financial estimateRevenue estimate
Valuation estimate
HeyKiddo leadership team
Management profileNumber of profiles
Profiles14 records
HeyKiddo funding detail
Funding detailFunding overview
Funding rounds4 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HeyKiddo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HeyKiddo
What does HeyKiddo do?
HeyKiddo provides a psychologist-designed mobile parenting support app for parents and caregivers of children ages 0-12, centered on the AI-powered parenting coach Mae, daily mood/behavior check-ins, and personalized expert-curated resources. The company also sells HeyKiddo Huddle, a 36-week CASEL-aligned Social and Emotional Learning curriculum delivered via a web portal to homeschooling families, classroom teachers, and schools/districts.
Is HeyKiddo a public or private company?
HeyKiddo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HeyKiddo founded?
HeyKiddo was founded in 2020. It employs 1 to 10 people.
Where is HeyKiddo based?
HeyKiddo is headquartered in Philadelphia, United States, in the North America region.
How does HeyKiddo make money?
Three revenue lines are on record. Consumer App Subscription is the primary driver. The others are huddle Plus Curriculum Subscription and enterprise School Licenses.
Who are HeyKiddo's main competitors?
Newsela is listed as an others. Broad incumbents are Brightwheel, Calm, Headspace and PBS Kids. Direct peers are Kinedu, Wonder Weeks, Tinyhood, ClassDojo and Panorama Education.
Does HeyKiddo have an API?
No public API is recorded for HeyKiddo.
What industry is HeyKiddo in?
HeyKiddo's product category is Parenting & Social-Emotional Learning Software. Its primary akta.pro industry code is EDAFAKAG, Executive Functioning & Behavioral Support Tools (ADHD, SEL/Behavior Tracking, Routines), with a secondary code of EDACALAJ, Parent Mental Health, Stress Management & Wellness Programs. Its NAICS code is 611710 and its SIC code is 7372.