Tot Squad

Tot Squad is a consumer services company serving expecting and new parents from pregnancy through postpartum, toddlerhood and early childhood. Its offering centers on four components: Baby Concierge, a free one-on-one consultation with a baby specialist to help parents select products and build a baby registry; Robyn, an AI-powered "doula" positioned as a 24/7 source of answers and personalized guidance (announced via a sign-up waitlist); a Provider Marketplace of vetted parenting service providers; and MotherFund, a registry-style fund through which friends and family contribute money toward the services, products and care a family will need rather than toward physical gifts alone.

The company frames its model as shifting the baby registry from products to support, meeting parents at the registry stage and then connecting them with guidance and services before problems escalate. Supporting services span pregnancy and postpartum (birth and postpartum doulas, prenatal massage, childbirth education, nutrition, lactation consulting, sleep consulting, pelvic floor therapy, mental wellness, fitness) and early parenthood (car seat installation and safety, baby gear cleaning and rentals, newborn and family photography, babysitting, parenting coaching, child development and family support). An earlier incarnation of the business, CleanBeeBaby, provided mobile eco-friendly steam cleaning of car seats and strollers, stroller repairs and tune-ups, and car seat reinstallation by certified safety technicians at Los Angeles-area baby boutiques and via house calls.

A third-party business directory lists the company in the consumer services sector with an 11-50 employee band and an approximate headcount of 29, and reports a corporate phone number and technology stack including iCIMS, Segment, Zendesk, Twilio, Klaviyo, Webflow, Heroku and Piwik PRO Core.

Founding story

Tot Squad was founded in 2010 by Jen Beall Saxton (Jennifer Beall), who moved to Los Angeles to launch CleanBeeBaby, a mobile baby gear cleaning business, after winning first place in Northwestern University's Kellogg Cup MBA business plan competition. After building and scaling businesses serving parents, she identified the difficulty families face in finding trusted support during pregnancy and early parenthood, which became the basis for Tot Squad's broader support platform.

Business model

Tot Squad operates a two-sided model: parents receive registry guidance, AI-based support and access to a marketplace of parenting service providers, while service businesses join as partners to reach expecting and new parents. Partners currently participate through gift card redemption programs and featured recommendations, with the company stating that future partner options will include accepting MotherFund payments, expanded marketplace offerings, recommendations through the Robyn AI guide, and new distribution and discovery channels. Distribution has also run through large retailers, with services offered via Target's website and baby registry.

Revenue is associated with parenting services booked through the platform, gift cards redeemable with partner providers, MotherFund contributions applied toward services and products, and partner participation in the marketplace. Baby Concierge registry consultations are offered free to parents.

Traction

The company reports more than 50,000 services provided, a 95% five-star review rating and a Net Promoter Score of 84. Awards listed include the Women Founders Network Judges Award, a Tory Burch Fellowship, first place at the Women's Venture Summit, participation in Goldman Sachs 10,000 Small Businesses, SoFi Start-Up of the Year and Most Fundable Startup at TCA Fast Pitch. Retail partnerships with Target and Walmart have served as distribution channels.

Latest developments

The Robyn AI doula is pre-launch with a waitlist, and the partner marketplace is described as expanding, with MotherFund payments and Robyn-driven recommendations listed as planned partner capabilities. A third-party directory reports Tot Squad's acquisition of AI doula startup Robyn Inc. in May 2026.