Tot Squad

Post-pitch story

Jen Saxton built Tot Squad to help new parents get the support they need, connecting them with vetted experts for car seat installation, lactation help, sleep coaching and more. The company goes back to 2010, but its modern version took off after it relaunched in spring 2020 through the Techstars Anywhere accelerator. The years since have brought major retail partnerships. In early 2022 Walmart announced a partnership that put Tot Squad services into Walmart.com carts and baby registries, and the company's services are also offered through Amazon and Target. For a parenting services startup, being inside the registries of the country's biggest retailers is a big deal. Tot Squad has also started buying other companies. It acquired Robyn, a maternal health startup, and the Gugu Concierge Training Program, and it's now building an AI-powered doula service and a product called MotherFund. Saxton reports about $5 million raised across six rounds and a team of 20 to 30 people that's growing quickly. Saxton is still founder and CEO. Tot Squad has gone from car seat installs to a full support network for new parents, and it's still growing.