Baby ConciergeAI DoulaMotherFundBuy a gift cardRedeem a gift cardStart a MotherFund

Motherhood, meet your support system

Your people, plus experts who've been there. A MotherFund turns their gifts into a night of sleep, a meal you didn't cook, or a massage. A free Baby Specialist helps you build the rest of your registry.

Giving a gift? Fund a MotherFund

A young child kisses his laughing mother on the cheek
As featured in
The New York Times
TODAY
Good Housekeeping
Fast Company
The Bump
59%
of new Moms don't get the home support they need after birth.
Everyday Health Group, 2024 Baby Registry Study

Let your people fund real help

Support from night nannies to meal prep, and even massages.

1

Start your MotherFund

Set a goal and tell your people what would help most.

2

Invite friends and family to chip in

Their gifts become a massage, a meal you didn't cook, or help around the house.

3

Redeem for the help you need

Spend it in the MotherFund Market, whenever you're ready.

A smiling mom cuddles her young daughter on the couch
Sharon's MotherFund
by Sharon M · New Jersey · Baby arriving March 2027
funded so far
$1,240
of a $1,600 goal · 14 gifts

Have a gift card?

Redeem it in the MotherFund Market.

Giving a gift card? 

Buy it directly from Tot Squad.

A Baby Specialist shows an infant car seat in the Target baby aisle
Always free

A free Baby Specialist in your corner

Unlimited 1:1 appointments in Target stores or online. Build your registry, pick the right gear, or find the perfect gift. Never any cost to you.

Unbiased advice across every brand Target carries
Bring anyone. Partners, moms, besties all welcome
Recommendations to fit your budget and lifestyle
★ 3.9 / 4 rating
7.9k sessions with families
200+ Target stores

What families tell us

“

My specialist, Sydney, is an expert across a massive variety of products that helped us cut through the clutter and feel confident in our choices.

JJ, Baby Concierge guest
“

I was feeling overwhelmed with what to consider for our family needs… I feel a lot more at ease and prepared thanks to Caroline's assistance.

Helen, Baby Concierge guest
“

My specialist took the time to answer all of my questions… It made creating my registry feel exciting and stress-free.

Victoria, Baby Concierge guest
Coming in 2027

Meet Robyn, your AI doula

Trained on 70,000 messages between real parents and real providers, Robyn answers the questions you didn't know you'd have, the moment you have them.

Join the waitlist

Advice from experts, in your inbox

Registry advice, gear picks and what to expect next, from our Baby Specialists and experts.

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Start your MotherFund