Safe in the Seat

What Safe in the Seat does

Safe in the Seat is a privately held, direct-to-consumer car seat safety education platform serving parents and caregivers across North America. Founded in 2018 by Michelle Pratt, a Nationally Certified Child Passenger Safety Technician (CPST), the Tampa, Florida-based company addresses confusion in the consumer car seat market by providing expert guidance on car seat selection, installation, child fit, and transitions for children from infancy through booster age. The platform combines free self-serve tools, paid digital educational products, and one-on-one consultations with certified CPSTs, reaching more than 250,000 caregivers via its flagship free quiz.

The company's technology centers on the Car Seat Finder Quiz, a free interactive tool that matches families with car seat recommendations based on child's size, age, vehicle, budget, and specific preferences such as flame-retardant-free fabrics, narrow-fit options, and travel-friendly seats. Unlike algorithmic recommendation engines, the quiz is curated by internationally certified CPSTs drawing on hands-on experience with the product category. The paid product portfolio includes Buying Kit 2.0 ($34), a convertible car seat selection framework built around a database of 315+ seats; Safe in the Sky ($34.99) covering airplane travel with car seats; Car Seat Journey ($29.99) covering seat transitions; and The Confident Caregiver Guide ($19.99) for grandparents, babysitters, and nannies. Premium services include the Talk to a Tech subscription ($20 initial registration fee plus $10 per month) for written CPST consultation and scheduled Video Consults. A free blog with 50+ articles on car seat topics supports SEO discovery and positions the company as an informational authority.

Revenue is generated through four streams: one-time sales of digital courses and guides, a recurring CPST consultation subscription, affiliate commissions from major retailers including Amazon, Walmart, Target, and several affiliate networks, and display advertising placed via Raptive on the main website. Distribution relies on organic channels—Instagram community engagement, SEO-driven blog content, email capture with a free printable safety card lead magnet, and earned media coverage (ABC, NBC, New York Magazine, Glamour, The Everymom, Yahoo, AccuWeather)—with paid media playing a minimal role. The company has remained bootstrapped with no disclosed institutional investment, operates with 1–10 employees, and serves consumers in the United States and Canada.

Name

Safe in the Seat

Legal name

Safe in the Seat

Website

https://safeintheseat.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Safe in the Seat is a Tampa-based consumer education platform founded in 2018 by certified Child Passenger Safety Technician Michelle Pratt, providing parents and caregivers with car seat selection tools, digital courses, and one-on-one consultations across the United States and Canada.

Ownership category

akta.pro rank

Product category

Child Passenger Safety Education

NAICS

Automobile Driving Schools (611692)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Supervised Ride-Share/Taxi Chaperone for Minors (HSAAAKAG)

Keywords

• Car seat safety
• Child passenger safety
• Parenting education
• Car seat guides
• Safety consultations

Headquarters

HQ city

Tampa

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Digital Guides and Courses: One-time purchase digital products including Buying Kit ($34), Airplane Travel Guide ($34.99), Transition Guide ($29.99), and Caregiver's Guide ($19.99). These are self-paced online courses with video lessons, quizzes, checklists, and FAQs.
2. Subscription - Talk to a Tech: Monthly subscription service with $20 initial registration fee (non-refundable) plus $10/month recurring charge. Provides written communication with CPSTs including photo/video review capabilities. Can be cancelled anytime.
3. Affiliate Commissions: Earn commissions through affiliate marketing programs with retailers including Amazon Services LLC Associates Program, CJ Affiliate by Conversant, AWIN, Target, Sovrn, LTK, Magic Links, Mavely, and Walmart. Earn advertising fees when users purchase through affiliate links.
4. Advertising (Raptive): CMI Marketing, Inc., d/b/a Raptive places advertising on the site and collects/uses data for advertising purposes.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Safe in the Seat provides car seat safety education resources, self-paced digital courses (Buying Kit, Airplane Travel Guide, Transition Guide, Caregiver's Guide), and 1:1 consultations with certified Child Passenger Safety Technicians (CPSTs). The company helps parents and caregivers select the right car seat, learn proper installation, navigate transitions, and travel safely with children. Its free Car Seat Finder Quiz matches families with personalized seat recommendations using CPST expertise rather than algorithms.

Product overview

Safe in the Seat is a comprehensive car seat safety education platform built around a core product ecosystem. The flagship offering is the free Car Seat Finder Quiz, an interactive tool that matches families with personalized car seat recommendations based on their child's size, age, vehicle, budget, and preferences—powered by real-world CPST expertise rather than algorithms. This core free tool drives users to the company's paid digital products: the Buying Kit 2.0 ($34), a comprehensive convertible car seat buying guide with video lessons and a car seat database; Safe in the Sky ($34.99), an airplane travel guide; the Car Seat Journey ($29.99), covering seat transitions; and The Confident Caregiver Guide ($19.99) for non-primary caregivers. Premium 1:1 support is available through Talk to a Tech (subscription at $20 + $10/month) and Video Consults with certified CPSTs. The platform also offers a free Blog with expert articles and an Amazon Storefront for affiliate purchases. The portfolio spans free discovery tools, paid educational courses, and personalized consulting services, creating a tiered offering from awareness through conversion.

Differentiator

Problem solved

Functional benefit

Products and services

• Car Seat Finder Quiz Free interactive quiz that asks questions about child's size, age, vehicle type, budget, and preferences to provide personalized car seat recommendations. Built by internationally certified Child Passenger Safety Technicians (CPSTs) and powered by real-world experience rather than algorithms. Trusted by over 250,000 caregivers.
• Buying Kit 2.0 Step-by-step digital framework with video and text lessons, an interactive quiz, and a car seat database (315+ seats) to help parents narrow down options, compare finalists, and confidently choose the right convertible car seat for their child, vehicle, budget, and real life. Priced at $34.
• Safe in the Sky (Airplane Travel Guide) Complete airplane travel guide for flying with kids and car seats. Includes video and text lessons, domestic and international travel guidance, and access to a private Facebook group. Priced at $34.99.
• Car Seat Journey (Transition Guide) Quick reference guide to every major car seat transition with tips, FAQs, and checklists. Covers when and why to switch from infant seat to convertible to booster to seat belt. Priced at $29.99.
• The Confident Caregiver Guide Car seat safety guide for grandparents, babysitters, nannies, and other caregivers. Includes checklists, talking points, and a pledge. Teaches proper use, install basics, and safe riding practices. Priced at $19.99.
• Talk to a Tech Written consultation service with a Certified Child Passenger Safety Technician (CPST). Initial registration fee of $20 (non-refundable) plus $10/month recurring subscription. May involve review of user-submitted photos or videos. Written communication only.
• Video Consults Scheduled live video session with a certified Child Passenger Safety Technician (CPST) for personalized, judgment-free car seat guidance. Part of the 1:1 Support offering.

Quantifiable outcome

• Trusted by 250,000+ caregivers through Car Seat Finder Quiz
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature4 records

Partnerships

One partnership is on record.

• Goldfish Swim SchoolminorGTM or Marketing Partner · 1 May 2026Collaboration on swimwear visibility initiative as part of Goldfish Swim School's National Water Safety Month. Safe in the Seat is collaborating on a swimwear visibility initiative to promote child water safety alongside car seat safety awareness.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• The Car Seat Lady: Founded by Dr. Alisa Baer, a pediatrician and nationally certified CPST, The Car Seat Lady offers parent-facing car seat education, reviews, and 1:1 consultations. It is the most direct comparable to Safe in the Seat in terms of CPST-led content, parent education, and paid consulting services.
• Car Seats for the Littles: Long-standing parent and CPST-driven car seat review community covering infant, convertible, and booster seats with detailed fit, installation, and travel guidance. Highly comparable to Safe in the Seat on the educational content and review engine side.
• Safe Ride 4 Kids: Provides child passenger safety consultations, ride-share and travel safety guidance, and parent education services. Directly comparable on the 1:1 CPST-style consulting and travel-with-kids safety content offered by Safe in the Seat.

Regional players

• Good Egg Car Safety: UK-based child car seat safety organization offering parent education, in-person check events, and technician services. Operates the same category (parent car seat safety) but in a different geography, making it a regional parallel to Safe in the Seat's US/Canada footprint.

Broad incumbents

• National Highway Traffic Safety Administration (NHTSA): US federal agency that publishes official car seat guidelines, recall data, and a parent-facing car seat finder tool. Sets the regulatory floor and authoritative reference layer around which Safe in the Seat and similar private players position their consumer-friendly content.
• American Academy of Pediatrics: Publishes the policy guidance (e.g., 'Car Seats: Information for Families') that anchors the child passenger safety standard of care. As the broad institutional incumbent, AAP competes for parent attention with Safe in the Seat on authoritative safety guidance.
• HealthyChildren.org: AAP's parent-facing site providing car seat stage-by-stage guidance, installation tips, and product selection overviews. Comparable as a broad, trust-anchored incumbent in the same parent-education category.

Emerging players

• Britax: Major child safety seat manufacturer that publishes parent education content, fitting guides, and installation videos. An emerging player in the content layer that competes for parent attention on car seat selection, though its editorial stance is inherently influenced by product.
• Chicco: Major car seat and baby gear brand with a parent-education hub covering car seat stages, travel, and installation. Comparable on the manufacturer-as-educator axis that competes indirectly with Safe in the Seat's neutral CPST positioning.
• Evenflo: Car seat manufacturer producing parent education content on car seat selection, transitions, and travel. Operates in the adjacent manufacturer-led content niche that intersects with Safe in the Seat's selection and transition guides.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/safeintheseat
• Facebookfacebook.com/safeintheseat
• LinkedInlinkedin.com/company/safeintheseat

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Safe in the Seat