What Good Inside does

Good Inside is a New York-based, privately held parenting support platform founded in 2020 by clinical psychologist Dr. Becky Kennedy and co-founder/COO Erica Belsky, operating under the legal entity Two Things, Inc. The company serves over 2 million parents globally through a mobile-first subscription platform spanning pregnancy through age 18, built on a proprietary 'Good Inside Method' framework derived from attachment theory, emotion regulation, and internal family systems theory. Headquartered at 157 Columbus Avenue, the company employs more than 60 people and generates reported annual revenue of $34 million while operating profitably.

The core product ecosystem includes the Good Inside App (iOS and Android), an AI-powered chatbot named GiGi that provides 24/7 personalized parenting support via NLP and content-library retrieval, three age-segmented content lines (Good Inside Baby/pregnancy to age 2, Core/ages 2-10, Teen Parenting/ages 8-18), three podcasts, live and on-demand expert workshops, a private parent community, Support Circles, live events with Dr. Becky, and 1:1 expert coaching. Technology infrastructure integrates Stripe for subscription billing, Zoom for live sessions, Braze for marketing communications, Tolstoy for interactive video, Google for authentication, and OneTrust for privacy compliance. GiGi's AI capability is described as machine-learning-based conversational support grounded in the Good Inside content library, with disclosed limitations around response accuracy.

The business operates a multi-channel revenue model: consumer subscriptions at $23.25/month, $84/quarter, and discounted annual tiers; premium 1:1 coaching add-ons; B2B employer licensing as a workplace benefit (with tiered pricing and enterprise content for organizations of 1,000+ employees); and a Provider Network enabling healthcare professionals to refer patients. Distribution is primarily founder-led, leveraging Dr. Becky Kennedy's 3.4M+ Instagram following, three podcasts, earned media coverage (TIME, CNN, NYT, WSJ, GMA), and organic word-of-mouth through a 2M+ parent community. Pricing is publicly disclosed, HSA/FSA-eligible via a Truemed partnership, and supported by a 14-day money-back guarantee.

Name

Good Inside

Legal name

Two Things, Inc.

Website

https://goodinside.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Good Inside is a New York-based subscription parenting platform, founded in 2020 by clinical psychologist Dr. Becky Kennedy, that serves over 2 million parents from pregnancy through age 18 via a mobile app, AI chatbot (GiGi), workshops, coaching, and employer B2B licensing.

Ownership category

akta.pro rank

Product category

Parenting Support Platform

NAICS

Educational Support Services (61171)

SIC

Services-Educational Services (8200), Services-Prepackaged Software (7372)

akta.pro primary industry

Parent-Facing Home Learning & Family Engagement Apps (EDACANAK)

akta.pro secondary industries

Home Visiting & Parent Coaching Programs (EDACALAC), Mindfulness, Yoga & Self-Regulation Programs for Young Children (EDACAOAE)

Keywords

• Parenting support platform
• Digital parenting app
• Parent coaching services
• Employee parenting benefits
• Child development resources

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription Revenue: Core revenue stream from monthly, quarterly, and annual subscription plans providing access to the Good Inside platform, GiGi AI chatbot, live workshops, expert coaching, and community features. Subscriptions auto-renew unless cancelled.
2. One-on-One Coaching: Premium add-on service offering personalized one-on-one coaching sessions with certified parenting experts beyond the standard subscription content.
3. Employer Benefits / B2B Licensing: Bulk licensing of the Good Inside platform to employers as an employee benefit, providing all employees and their families access to parenting support resources.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Good Inside operates a mobile-first subscription platform that delivers science-backed parenting guidance from pregnancy through age 18, combining on-demand content, an AI chatbot (GiGi), live expert workshops, group coaching circles, and 1:1 parent coaching. The core offering is the Good Inside App, sold to individual parents via direct subscriptions and to employers as a bulk-licensed parenting benefit.

Product overview

Good Inside is a comprehensive parenting platform built by Dr. Becky Kennedy, offering a unified ecosystem of products designed to support parents from pregnancy through their child's teen years (ages 0-18). The core offering is the Good Inside App, which integrates personalized support, an AI chatbot (GiGi), live workshops, a parent community, support circles, and live events with Dr. Becky. The platform is supplemented by three podcasts (Good Inside with Dr. Becky for ages 2-10, The In-Between Years with Dr. Sheryl for ages 8-14, and Rattled for ages 0-2), a bestselling book, 1:1 parent coaching sessions, and specialized product lines segmented by child age (Baby/Pregnancy, Core ages 2-10, and Teen ages 8-18). Enterprise offerings include a Provider Network for healthcare professionals and an Employer Benefits program. The platform is built on the proprietary Good Inside Method—a clinically-grounded framework combining attachment theory, emotion regulation, and internal family systems theory.

Differentiator

Problem solved

Functional benefit

Products and services

• Good Inside App Mobile-first parenting support platform delivering science-backed guidance from pregnancy through age 18, including the GiGi AI chatbot, workshops, community, and coaching.
• GiGi AI Chatbot 24/7 AI-powered parenting chatbot trained on the Good Inside Method, providing empathetic, on-demand text-based answers to parenting questions for Good Inside subscribers.
• Good Inside Baby Age-segmented parenting support product line covering pregnancy through age 2, including sleep help, feeding guidance, and emotional support for new parents.
• Good Inside Core (Ages 2-10) Age-segmented parenting support product line for parents of children ages 2-10, addressing tantrums, defiance, sibling conflict, school anxiety, and behavioral challenges.
• Good Inside Teen Parenting Age-segmented parenting support product line for parents of kids ages 8-18, addressing teen independence, puberty, social media, phones, substances, and maintaining connection.
• 1:1 Parent Coaching Sessions Individualized parenting guidance sessions conducted by Good Inside-trained coaches, available as paid add-on sessions distinct from standard subscription membership.
• Workshops Expert-led video workshops available live and on-demand, covering specific parenting challenges and topics with actionable takeaways and downloadable outlines.
• Good Inside: A Guide to Becoming the Parent You Want to Be (Book) Dr. Becky Kennedy's #1 New York Times bestselling book teaching the Good Inside parenting method and approach.
• Good Inside Podcasts (Good Inside with Dr. Becky, The In-Between Years, Rattled) Three branded podcasts addressing parenting stages from ages 0-2 (Rattled), 2-10 (Good Inside with Dr. Becky), and 8-14 (The In-Between Years with Dr. Sheryl), distributed via Apple Podcasts and other platforms.
• Good Inside for Employers Employer benefit program offering tiered pricing for organizational access to Good Inside, including enterprise-level customized content and workshops for companies with 1000+ employees.
• Good Inside Provider Network Program for healthcare and mental health providers to refer patients to Good Inside and access downloadable expert-backed parenting resources for distribution to families.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability3 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• TruemedcoreOthersTruemed partnership enables HSA/FSA reimbursement for Good Inside subscriptions, making the platform more accessible to parents who can use pre-tax health savings or flexible spending accounts to pay for the service.
• StripecoreTechnology or IntegrationStripe provides payment processing infrastructure for Good Inside subscriptions, handling credit card transactions for monthly, quarterly, and annual billing.
• GooglecoreTechnology or IntegrationGoogle provides authentication and login services, allowing users to sign in to Good Inside using their Google credentials.
• Braze, Inc.coreTechnology or IntegrationBraze provides text message marketing and communication infrastructure, enabling Good Inside to send SMS messages to users.
• Twohy Design WorksminorImplementation/ SI/ Consulting PartnerTwohy Design Works provided design services for the Good Inside app interface, contributing to the user experience and visual design of the mobile application.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Upparent: Smaller parenting content and community platform targeting millennial parents. Partial overlap with Good Inside's content-led, community-supported positioning.
• Maven Clinic: Virtual care platform for women's and family health with employer distribution. Competes for the same employer benefit wallet as Good Inside's enterprise channel, with overlap in pregnancy and postpartum content.

Direct peers

• Huckleberry: Subscription-based parenting app focused on sleep, feeding, and daily care for infants and young children. Competes directly for the same parent wallet share and overlapping age segments as Good Inside Baby/Core.
• What to Expect: Long-standing pregnancy and parenting platform with app, content, and community. Closely comparable in audience, content depth, and life-stage coverage to Good Inside's full 0-18 arc.
• Cleo: Family benefits platform offering on-demand parenting and life-stage support via employer sponsorship. Direct competitor in the Good Inside for Employers B2B channel.
• The Bump: Pregnancy and early parenting content and tools platform owned by The Knot Worldwide. Overlaps with Good Inside's pregnancy-through-age-2 segment and competes for the same advertising and subscription dollars.
• Wonder Weeks: Subscription parenting app tracking infant developmental milestones and mental leaps. Competes directly for the same 0-2 parent subscriber with developmental content and guidance.
• Peanut: Social network and community app for mothers, offering peer connection and expert content. Overlaps with Good Inside's community feature and targets a similar early-parent demographic.

Broad incumbents

• Headspace: Established mental-wellness subscription with employer benefits distribution similar to Good Inside's B2B channel. Competes for the same family mental-health and employer benefit dollars.
• Calm: Large-scale subscription wellness and mental-health platform with family/kids content. Serves an overlapping parent audience with meditation and emotional-regulation tools, though not parenting-specific.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/goodinside
• Xx.com/goodinside
• LinkedInlinkedin.com/company/goodinside

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds2 records

Investors1 record

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

M&A

Investments

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

Frequently asked questions about Good Inside