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At a glance

The CEO of your home and family. MOLO is an AI driven digital assistant which anticipates, automates, and delegates household tasks - freeing parents from the mental load, giving them back time & brain power.

• Agentic AI home and family management system picking up the 20+ hours of home project management.

• Intelligent task anticipation, context-aware and dynamic adaptation support.

Quick fire details

• Headquarters: London, UK

• Employee count: 4

• Business model: D2C, B2B2C

• Backed by: £100K from 3 x angels

• S/EIS: ✅

• Funding amount: £750k angel round

The founders

• Founder & CEO, Sophie Bruce: Scaled tech businesses for the last 5 years with experience of being part of the management team of a PE backed business during their exit event in 2021.

The market

• The global parenting app market is expected to reach $902.5m by 2030 with MOLO being the only known agentic AI solution right now.

This startup is solving one key problem:

• Modern day parenting is plagued with the critical need for solutions that alleviate the mental and logistical burdens of modern parenthood, especially for those balancing full-time jobs and family life

  • e.g. 65% of working parents report experiencing burnout in 2025

Traction metrics

• 1200+ parents on the waiting list

• Customer feedback:

  • “If a product could truly reduce my stress, save me hours, and let me focus on myself I'd sign up in a heartbeat.”

  • "I wish people understood it's not about how much I'm physically doing - it's the relentless mental effort behind it all. The constant thinking, planning and worrying that comes with every task.”

• B2B partnerships in talks (revenue kickbacks with strategic affiliate partnerships)

• MVP launch expected Autumn 2025

Competitive landscape

• Scheduling apps e.g. Cozi, milo and ohai(dot)ai

• Human Outsourcing e.g. Black Box, Sundays, persist.

• Task management e.g. Maple, coesxist, ario

  • MOLO is the only proactive (agentic) solution that solves the mental load rather than relying on user input/ownership. MOLO’s vision is to work with you not for you.

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Our Take

Appeals

• Strong market validation: Discussions with the ICP are huge proof that the market wants parent hood to catch up with modern tech. When they build, the customers will come (and pay)

• Product timing: Building a product that offers a solution at high time of need (stressed parent looking for help), means conversion from marketing motions and retention is expected to be super high.

Risks

• Product risk: Building an app is expensive, ensuring the team build to solve for the right specific problems is essential to reduce cost of building.

• Competitive risk: A large base of competitors building with AI to solve a relatively low barrier to entry problem - MOLO need to differentiate through brand, design or superior tech if they want to take a substantial market share.

• Technical risk: Iteration of the product and building fast will be essential to stay differentiated which will be expensive.

Last feature’s results

Our readers are BULLISH about August.

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