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Kami: The digital companion for your parental journey


Kami is improving the wellbeing of parents by reshaping the transition into parenthood. They are democratising access to high-quality, personalised, evidence-based support, ensuring that all parents have access to judgement-free support. They are looking for introductions to mentors, investors and organisations that are interested in using Kami.

Our interview with Erica, Co-founder of Kami

Describe your mission in a sentence or two.

​Our mission is to democratise access to high quality, personalised, and data-driven, evidence-based support through the transition to parenthood.

Our first product is a judgment-free, artificially intelligent, digital companion that enables parents to​:

  • Get trusted, non-judgmental advice and answers to their questions;
  • Set, monitor, and accomplish goals for their wellbeing and parenting;
  • Access tele-consultation sessions with vetted consultants specialising in fertility, parenting, wellbeing, and behaviour change.

Who are your clients?

  1. Employers who want to position themselves as:
    1. being a family friendly employer keen to close gender equity and pay gaps;
    2. having employee wellbeing at the centre of their strategy;
    3. wanting to create an impact in local communities by supporting vulnerable families at the point they need it most.
  2. Parents who are considering starting a family, pregnant, or within their first five years of parenthood.

What stage are you at in your business?

We are an early stage startup with a working prototype that is onboarding our first customers. We are also actively looking to raise our pre-seed round.

What is your business model?

We have adopted a Tom’s Shoes style business model: For every employer supported family, we offer Kami support to a low-income family free of charge.

What does "Impact" mean to you as a profit-driven company?

Impact at Kami means being invested in ensuring that all parents, regardless of sexual orientation, cultural, or socio-economic background, have access to the support they need to manage their wellbeing during their transition through parenthood.

We embody profits with purpose by using a portion of the proceeds from paying clients to provide services to families who are generally most in need of them, but could not otherwise afford them.

What are the metrics you will use to track/measure your impact?

We track:

  1. how many parents have been supported;
  2. how many of those parents are low income (less than £40k per annum household income);
  3. how many parents rate Kami support good or great on a 5 point scale;
  4. our net promoter score;
  5. how many parents required a referral to a GP for suspected pre/post natal depression.
  6. Using anonymised data we can compare our efficacy against nation wide NHS surveys such as:

What is the vision for the company?

To create tribes of happy, successful parents - enabling them to become their children’s best first educators with the power of big data.

What is your current biggest challenge and how are you seeking to address it?

The biggest challenge we face now is raising money as a diverse (race, gender, sexuality, neuro-diversity) co-founding team. Thankfully there are incredible amounts of support for diverse founders at this time so it’s a case of needing to find the best fit among a new wave of forward thinking investors.

What are you most proud of/excited about for your business?

I am most proud of the foundation on which our company is built! Our founding team is incredibly strong in terms of education, previous experience, technical and domain expertise. We have developed cohesion over a two year EMBA and are completely aligned in our vision for the company. As such we have been able to onboard leading specialists and organise pilots with some of the UK’s largest organisations.

What do you see as the role of big Corporates in the Impact space?

Corporates play a pivotal role in creating impact. All companies should be thinking about delivering against a triple bottom line. Supporting workforces with a tool such as Kami enables employers to instantly deliver impact on both people and planet elements. Such partnerships are integral to ensuring larger organisations are afforded the agility to shift towards creating impact in a cost effective way.

What does “diversity” mean in practice for your company?

Our founding team includes diversity across race, gender, sexuality, and socioeconomic background; while we have a suite of consultants covering each element of the parental journey who span class, culture, ethnicity, sexuality, disability and neurological-diversity. We firmly believe that excellence occurs when different ideas coexist creating emergent vanguard concepts, and are ensuring democratised access to support for all is embedded in the very fabric of our being.

What does 2030 look like in your mind?

  1. Kami has a human voice and can be consulted via phone, car, or any other device using 5G.
  2. Kami support is the norm for those embarking on the parental journey across all socioeconomic demographics.
  3. A clinical trial has concluded that placing support of this nature around parents through their journey reduces the likelihood of postnatal depression spiralling out of control.
  4. A prototype of KamiBear is in testing phase, and comprises an AI integrated customisable teddy bear, providing support to young children, with the ability to connect to parents 5G devices.
  5. As a result of this, more children begin school at age 5 ready to learn and the achievement gap between the richest and poorest learners is beginning to recede.

What other UK impactful start-up do you love and why?

I adore Career Ear. Opening young minds from disadvantaged communities to the notion that careers and companies they have scarcely encountered, are an option they can aspire to thrive in is fundamental to ensuring their success. I wish I had been able to see ‘people like me’ thriving in the tech industry when I started my first company 7 years ago, and am delighted that Career Ear provides that opportunity.

How can the SeedTribe community be involved in helping you scale your impact?

Invest in our success by connecting us with:

  1. advice, guidance, and support in growing our team over the coming months.
  2. employers who might like to use Kami, or use Kami within your organisation.
  3. investors who are keen on big-data, education, health, and well-being companies.

Become a Kami Consultant and join their movement to provide parents with the best possible care.

If you want to contact Erica, send us an email and we will put you in touch.

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