Big parenting decisions made easy

Take the guesswork out of some of the biggest decisions you have to make as a new parent. Our parent-friendly resources give you the skills and knowledge to make those important decisions confidently.

Our resources

We’ve been busy researching

Baby formula

Baby formula is the most complex and highly regulated food in the world. We spent 100s of hours researching the industry and brands to simplify the process of choosing a baby formula.

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Breastfeeding

Breastfeeding is one of the most rewarding but challenging parts of parenthood. We’re going deep to create the best resources on the web, including for all the dads out there.

coming soon

Baby names

Naming a baby used to be more art than science but that has shifted in the digital age. We’re building some new tools to simplify the process of finding the right name for your little one.

coming soon

Screen time

The evidence is clear, screens have forever changed what it means to be a child. And for most of us, screens aren’t going away. They are part of life and are only going to become more so. We’re diving deep into the latest research for you.

coming soon

Parenting styles

For many of us, modern parenting has become much more art than science. It’s a billion dollar industry that is showing no signs of slowing down. We’re busy finding the latest research on the best models of modern parenting.

coming soon

Play

Play is vital for children’s development, fostering cognitive, emotional, social, and physical growth. We’re working on some ways to help make it easy for you to strengthen your bond with your children and promotes physical activity.

coming soon

Creating the resources we wish we had as new parents

Our philosophy is simple – confident parents raise better humans. They trust their instincts, quickly adapt to the highs and lows of parenthood and know when to look for support… they found their baby swag.

We spend hundreds of hours researching some of the most important decisions we have to make as modern parents, then our experts design the tools and resources… to help every new parent find their baby swag.

Real talk, real parents

We don’t sugarcoat the realities of modern parenting (it’s f*cking hard) but we’re also going to bring some positive vibes to the parent party. If you’re interested in helping us create modern parenting resources for modern parents, hit us up

about us

Real experience, real expertise

We’re more than just research and product experts; we’re parents who’ve been in your shoes. We combine personal experiences with expert insights to bring you the most comprehensive and accessible parenting resources

our process

Woman holding her baby while working on laptop

Big parenting decisions made easy

We’ve been busy researching

Baby formula

Breastfeeding

Baby names

Screen time

Parenting styles

Play

Creating the resources we wish we had as new parents

Real talk, real parents

Real experience, real expertise

Cool Stuff

Important Stuff