Join the thousands of moms adding Tot Squad to their
Connecting new and expectant parents with trusted experts since 2010.
Tot Squad is a digital marketplace that connects new and expectant parents with trusted parenting experts—offering personalized support from pregnancy through the playground.
Parents use Tot Squad to search for, book, and meet with certified providers for everything from sleep coaching and lactation support to nutrition help and car seat safety. Expecting families can also add Tot Squad gift cards to their baby registry or create a MotherFund, letting friends and family contribute toward the services they really need.
Gift givers can send thoughtful, practical support for baby showers or new arrivals. And through our exclusive Target partnership (coming fall 2025), expectant parents can schedule an in-store baby registry consultation to get access to expert guidance on what to add to their baby registry.
Tot Squad also supports providers. Parenting professionals can join our platform to grow their business—we handle the marketing, scheduling, and payments so they can focus on what they do best—helping families thrive.
At Tot Squad, our mission is to create a supportive and nurturing ecosystem for new and expectant parents. We understand that each parenting journey is unique, and our goal is to make the challenges more manageable and the joys more abundant by connecting parents with vetted, trusted experts for personalized support and services—from pregnancy to the playground.
Tot Squad envisions a future where every parent feels seen, surrounded, and empowered by a squad of experts—whether they’re preparing for baby, adjusting to life with a newborn, or celebrating a loved one’s journey with a thoughtful gift. By building meaningful connections with skilled, caring professionals, we’re cultivating a welcoming network that evolves alongside
Tot Squad was founded in 2010 by Jen Beall Saxton, a serial entrepreneur with over 15 years in the baby industry, Jen previously built and sold a baby gear cleaning business to BabyQuip, where she now serves as an advisor. Credited by The New York Times for creating a new industry, she’s raised over $4M to scale Tot Squad’s mission and has been featured in The Wall Street Journal, CNBC, NYT, and more. She has also been a contributor to CBS's The Doctors and New York Magazine / The Strategist.
Jen holds an MBA from Northwestern’s Kellogg School of Management, is a Child Passenger Safety Technician (since 2009), and a Certified Franchise Executive. Before business school, she worked in management consulting and strategy for the food & beverage industry.
Jen currently lives in Los Angeles with her husband Kern, daughters Charlotte and Sophie, and furry friend Jackson the bichon frise. She enjoys spending time outdoors and traveling.
