“I would feel offended if my wife didn’t just ask me for help. Why does she need to use an app?”

I’ll never forget when a judge from an accelerator program said this after we pitched our business idea. I was taken aback. As a young entrepreneur, I knew our product wasn’t perfect, but I didn’t expect it to get attacked like that. In hindsight, now that we’ve launched Auntie, I realize where that question was coming from.

Instead of feeling offended, I put myself in the partner’s shoes. When you see someone you love struggling, you want to help. You say things like, “I’m here for you” or “Let me know how I can help.” And you think that should be enough.

But what if it’s not?

A Different Perspective

Now, imagine this: You’re exhausted, physically drained, emotionally overwhelmed, and mentally foggy. For many new moms—especially during the postpartum period—this isn’t just a rough day; it’s the new normal. Add societal pressure to “handle it all” and the belief that asking for help equals failure, and you’ve got a recipe for emotional burnout.

The Hidden Barriers to Asking for Help

1. Emotional Barriers
   Many moms are afraid to ask for help because they worry they’ll seem weak, incapable, or burdensome. These fears often manifest as internalized guilt or shame. So instead of speaking up, they bottle it up.
2. Unspoken Expectations
   In close relationships, we often expect our loved ones to just know what we need. But when those needs go unmet, frustration sets in—making it even harder to ask for help when moms really need it.
3. Cognitive Overload
   During high-stress moments—like the postpartum period—moms’ cognitive resources are stretched thin. Identifying what we need feels like trying to solve a complicated puzzle. The energy it takes to communicate that need can feel impossible.
4. Cultural and Gender Norms
   Many cultures elevate independence and self-reliance, often leaving people—especially women—reluctant to ask for help. New moms, in particular, are expected to juggle caregiving, household duties, and everything in between, often without showing signs of struggle.

Real Voices, Real Impact

“So far I love it! I’m usually apprehensive about AI chats because I feel like they don’t really do much, but this was actually quite helpful! Auntie gave me lots of suggestions on issues I’m facing and felt like I was talking to a real person. She was also encouraging in every response, which was nice to hear.”
– Natalie, Mom of 2

Where Auntie Comes In

This is where Auntie steps in. We get it: communication isn’t always simple. Our app offers a supportive, easy-to-use platform that empowers new moms to identify and articulate their needs with empathy and clarity. By removing the emotional weight of asking for help, Auntie creates a space for understanding, connection, and collaboration—rather than frustration and guilt.

Auntie isn’t just an app—it’s a tool to help parents communicate when it matters most.

By reducing the emotional labor of asking for help, we allow moms to focus on what truly matters: their motherhood identity and their family.