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After your 9-5 comes the 5-9 — you’re gentle parenting, making dinner, brushing teeth, reading bedtime stories. But you’re also researching developmental milestones for the baby, registering the big kids for soccer, picking out presents for next weekend’s toddler birthday party circuit, making dinner reservations for when your in-laws come to visit, and researching flights and hotels for your next family vacation. Whether you call it the mental load or invisible labor, it is real WORK. No wonder we’re all so burned out. Wouldn’t it be great if you could just outsource your to-do list? If there was someone who’s done all this before that you could trust to do it for you?
Faye, a new female-founded & funded startup, connects busy parents with locally based, thoroughly vetted and highly skilled Family Advisors who will take on your to-do list so you have more time and energy. Faye wants to make life easier for busy parents, but it’s also on a mission to change the way people think about the invisible labor of running a family and a household. Sounds like a win-win for all parents!
What Is Faye and How Did It Come To Be?
CEO and co-founder Emily King was a busy working mom, walking the tightrope of balancing motherhood, career, and the mental load. It was then that she began to really notice and admire those parents with executive-level skill sets: they never forget a school theme day (and of course the kids look great), they plan fun and enriching things to do for their family on the weekends, they send out holiday cards on time, etc. When she and her co-founder started talking about wanting this support for their own lives (like a chief of staff for families!), they knew they were on to something.
It turns out it wasn’t just busy parents who were excited about the idea of help — Emily and her co-founder Kip Kaehler found the super-organized moms who excel at getting things done were also excited to share and get paid for their skillset. And so, Faye was born.
The team then built a custom AI-powered platform designed to supercharge the Family Advisors’ already-amazing abilities.The app features task lists, vetted local recommendations, a seamless messaging system, and more: all enabling each FA to serve multiple families while still maintaining their own flexible schedule.
Because Faye uses locally based Family Advisors, it all began in one neighborhood in Dallas. Families who use Faye call it “life changing” and because of the power of the idea and some serious word-of-mouth growth, it’s available in select cities nationally with more to come.
Faye’s Mission
At first glance, Faye is designed to solve a problem that you have: they help with your to-do list and give you more time in your day. But there’s something more meaningful here — Faye is compensating people, and let’s be real here, mothers, for work that has been undervalued for years. We all know invisible labor is real work, because we’ve done it and we understand how critical it is.
When we pay women for their expertise — their project management, communication and researching skills; their deep understanding of the community and how it works; their ability to make connections, and then find and support local businesses; the EQ of knowing what gift to give someone, or exactly how to make an event or trip feel so special — we are showing to our partners, our families, our community, and beyond that this is valued work. It feels good to type, it feels good to say, and it feels good to support.
So How Does Faye Work?
If you want to work with a Faye Family Advisor, you fill out their questionnaire and then have a conversation with the team about your family’s specific needs. There are multiple pricing packages available, starting with just 4 hours of assistance per month, but most families who use Faye opt to go with 8 hours per month for their household. Next, the Faye team will match you with a locally based Family Advisor. You’ll have a call with your new FA, who will immediately get to work crossing off the to-dos that hang over your head. Planning your baby’s first birthday party and getting the cutest custom cupcakes? Done. Setting up the dog’s vet appointment (which you totally forgot about once you had the baby)? Done. Having soup delivered to your bestie whose kids are sick? Done. It’s amazing how good it feels to delegate and offload these tasks. Delegating doesn’t have to feel like more work! You can call, text, or email your FA — whatever is easiest for you.
More About the Family Advisors
They come from different backgrounds (marketing executives, PTA presidents, realtors) but they all have one thing in common: they are the go-getters who always know the best activities for kids, somehow get the 7 p.m. reservation at the popular restaurant, never ever forget a birthday, and make it all look easy. Are their pantries color coded? Probably. This group (it’s mostly women but there are some men!) is unflappable, creative, and full of local expertise. You know that one friend you always text for recommendations and advice? Yup, Faye has assembled a whole team of them and each one of them has undergone a background check and vigorous training to ensure you get a great experience.
What Can a Family Advisor Do for My Family?
They won’t do your laundry, but if it’s an administrative task that can be done from a computer or a phone (and even the occasional easy errand), they’re ready to take it off your hands. They’ve gathered quotes from home contractors to find the best deal. They’ve booked ski passes and set up lessons for the littles. They’ve found Taylor Swift tickets abroad. They’ve made some seriously brilliant spreadsheets, designed custom birthday invitations, planned epic vacations — always finding the best ways to put their clients’ thoughtful intentions into action.
In fact, having an FA can even save you money — one Advisor recently saved her client family more than $4,000 by winning a customer service battle with a short-term vacation rental company and not only walked away with a refund but also with a stipend to cover the cost of a different rental. Another savvy FA filed insurance claims for her client, getting them $500 in reimbursements. One client messaged his FA from the airport and she found that he was entitled to $280 for getting bumped.
If you’re thinking, “I might be too type A for this,” it’s completely understandable, but here’s something to consider: Working with a Family Advisor actually gives you MORE control, not less. Because you’re delegating the things you don’t want to do (like calling up different cable companies to make sure you’re getting the best rate), you can focus on the things you do want to do (like shopping for the cutest outfits for your baby’s first birthday photoshoot… with the photographer your Advisor found and scheduled at a time that actually works with your busy schedule).
What Makes Faye Different From Other Services?
You don’t need a “team” of people… you just need someone who gets you! With Faye, you work with just one Family Advisor. Because of this, you develop a rapport and your FA gets to know you and your family. That means they can really reduce your mental load by proactively suggesting tasks for you (“Your sister’s birthday is coming up next month… do you want me to go ahead and book a dinner reservation at the vegan restaurant she loves?”).
Faye also believes in the power of being local! A bot can show you which restaurants have reservations available for that long-overdue date night, but a local expert can tell you that the French restaurant downtown just got a new chef people love AND they just added free valet parking. A virtual assistant can look up baby music classes nearby, but a local expert can tell you which Music Together teacher is everyone’s favorite and has the inside info about when registrations open so they can get you a spot. You can search Google for a plumber, but a local expert can tell you which plumber she uses and then text them for you that very minute.
I Need Help Now… How Do I Get Started?
Fill out the form and book a time to connect with someone from the Faye team. Ahead of your call, take a look at the task inspiration list and write down some things that would be helpful for your family. Once you’re matched with a Family Advisor, you can get going on your list of to-dos right away!