Tot Squad, a platform that supports new parents from registry through early parenthood – offering free Baby Concierge services at Target stores across the U.S. and MotherFund, which lets registry guests fund doulas, lactation consultants, and other maternal support services – has acquired Robyn, a maternal health startup with an AI-powered doula trained on over 70,000 de-identified messages between real doulas and parents.
The acquisition adds always-on AI guidance from pregnancy through the first year to Tot Squad’s existing in-person touchpoints. Robyn’s training data includes the doula-parent message corpus alongside 200+ articles written by maternal health experts, informed by ACOG and AAP guidelines. Doula-quality support through Robyn will be free for every parent.
“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,” said founder and CEO Jen Saxton. “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.”
“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,” said Robyn founder Alli Kasirer, who will stay on as an advisor. Key members of Robyn’s product, engineering, and marketing team are joining Tot Squad.
The new AI offering enters closed beta this summer with a broader consumer rollout planned for fall 2026. Terms of the deal were not disclosed.
