Tot Squad Acquires Maternal Health Startup Robyn to Build the Modern Support System for New Moms
An AI trained on 70,000 real messages between doulas and parents, Robyn joins Tot Squad as the always-on expert from pregnancy through early motherhood
LOS ANGELES - May 7, 2026 – Tot Squad, the platform that meets new moms at the registry and stays with them through early parenthood, today announced that it is expanding its offerings with its acquisition of Robyn, the maternal health and wellness startup, with an AI-powered doula trained on over 70,000 de-identified messages between expecting and new parents, and doulas. Robyn joins Tot Squad’s existing offerings, including free Baby Concierge services at Target, and MotherFund, which lets parents add services like doulas and lactation consultants to their baby registry.
With Robyn, doula-quality support will be free for every parent. Unlike most AI built on the open internet, Robyn was trained by real doulas and real conversations, enriched by a robust resource library built by the maternal health experts themselves—including over 200 articles from doulas, lactation consultants, sleep specialists, maternal mental health specialists and more—and informed by trusted authorities such as ACOG and the AAP.
Tot Squad’s Founder and CEO, Jen Saxton, said: “Becoming a mother is one of the hardest transitions of a woman's life, and Tot Squad has always been here so moms don't have to do it alone. We've spent years connecting them with doulas, lactation consultants, and specialists when they need help. Acquiring Robyn means we can now meet every mom with free, around-the-clock guidance and a path to face-to-face support when she needs it.”
Alli Kasirer, Founder of Robyn, said, “I started Robyn on my journey to becoming a mom. I felt completely alone even though I was surrounded by other women going through the same experience, and I knew there had to be a better way. Joining Tot Squad feels like a natural evolution for Robyn. Tot Squad is meeting so many moms at the registry when they're in the planning phase, and together, we can make sure none of them feel alone or confused in the hardest moments.”
As part of the acquisition, key members of Robyn's product, engineering, and marketing team will join Tot Squad. Founder Alli Kasirer will stay on as an advisor, to guide the integration and long-term vision.
With Robyn, Tot Squad now offers three connected products that support moms from pregnancy through early parenthood:
Together, these products meet moms where they are. From pregnancy and registry through the first year of motherhood, Tot Squad shows up before the hard parts and stays through them.
Looking ahead, Tot Squad will invest in Robyn as a core product. With consent from the moms who use her and the doulas and postpartum experts who train her, every conversation will make the next one sharper.
Saxton added: "One of the things we've learned from working with tens of thousands of parents is that most don't really know what doulas do, or how much of a difference they can make. Robyn changes that. She introduces parents to doula-quality support from the start, and our marketplace will make it simple to hire an in-person doula if and when they want one.”
While the terms of the deal remain private, Robyn was advised by the Whisper Group, a collective of women who have sold their businesses, and are dedicated to helping women business owners from scale through sale. The acquisition lands at a moment of rapid innovation in maternal health, with growing demand for both trusted technology and human care. Tot Squad has been building toward this moment since day one. Services on a baby registry didn't exist before Tot Squad. With Robyn, that category now includes always-on AI guidance trained by real doulas, alongside the human experts moms can hire when they need them.
The new AI offering enters closed beta this summer, with a broader consumer rollout planned for Fall 2026. Join the waitlist here: https://totsquad.com/robyn. Much like Tot Squad’s Baby Concierge program in Target, Robyn will remain free, with no usage caps, because the moment a new mom needs Robyn most is rarely the moment she can stop and pay.
For more information, or to schedule an interview with Jen Saxton and Alli Kasirer, please email Samantha Breen at samantha@opportunitypr.com. More information on Tot Squad can be found at www.totsquad.com.
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About Tot Squad
Tot Squad is the only platform combining AI doula support, vetted experts, and registry-funded care for moms from pregnancy through early childhood. Through its free Baby Concierge program at Target, Tot Squad helps expectant moms build their registries, and through MotherFund, lets friends and family fund services like sleep coaching, lactation support, and prenatal massage alongside the stroller and the crib.
Founded by CEO Jennifer Saxton and credited by The New York Times with creating a new industry, Tot Squad is built by moms, for moms. For more information, visit www.totsquad.com and follow Tot Squad on Instagram and Facebook.
Media Contact: Samantha BreenOpportunity PR (for Tot Squad) samantha@opportunitypr.com 949.290.2834
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