Joy

Joy operates a consumer parenting platform built around the Joy Parenting Club, a membership that gives parents around-the-clock access to a network of certified specialists. Its flagship service, Joy On Call, delivers personalized guidance over SMS from sleep consultants, lactation consultants, feeding experts, behavioral specialists, parent coaches, social workers and child development experts. The company positions the service as non-medical support covering everyday questions about feeding, sleep, behavior and the emotional experience of new parenthood.

Alongside the coaching service, the platform includes Joy Learning, a library of expert-written articles, videos and month-by-month parenting guides organized by topic, and Joy Shop, which offers members discounts and offers from partner brands. Artificial intelligence is used both to handle some communication with users and to help surface more personalized answers than a general web search, with human experts providing the underlying judgment. The expert bench listed on the company's site includes registered nurses, International Board Certified Lactation Consultants, holistic sleep consultants, Montessori and early childhood educators, and staff with graduate degrees from institutions such as Bank Street College of Education, Columbia University and New York University.

Joy was founded by Emily Greenberg, Charlie Carpenter and CEO Alan Charming Chan. Greenberg, who previously led parenting content and expert teams at Lovevery and built family products at AltSchool, Wonderschool and Higher Ground Education, has been described as Chief Parenting Officer and, as of late 2025, as President of the company.

Founding story

Cofounder Emily Greenberg has described her own transition into parenthood as hard, lonely and isolating, and said she was looking for something to stitch together the fragmented mix of paid consultants, web searches, social media and advice from friends and family; she has also spoken publicly about her experience with postpartum anxiety as motivation for the company.

Business model

Joy sells a direct-to-consumer subscription to the Joy Parenting Club, with monthly, quarterly and annual membership options. Membership was priced at $8 per month at the time of the 2024 seed announcement and bundles expert text support, educational content and access to brand offers through Joy Shop.

Recurring consumer subscription revenue from Parenting Club memberships, complemented by an e-commerce/shop component offering deals from partner baby and parenting brands.

Traction

The company states that thousands of parents across the US have joined the Joy Parenting Club. It raised a $10 million seed round in July 2024 and a $14 million Series A in November 2025.

Latest developments

In November 2025 Joy raised $14 million in Series A funding co-led by Forerunner and Raga Partners, with participation from Magnify Ventures, Ingeborg Investments, Shazi Visram, Rogue Venture Partners and Next Legacy Partners. The company said proceeds would fund development of its AI parenting platform, integrations with baby and parenting brands, growth of its expert network, and expansion of services across later stages of childhood.