Every working mother's own personal assistant, on WhatsApp.

Hold the moment in front of you.

Send Parent PA one voice note. It works out what's needed, researches the options, hands each task to the right person and tells you when it's done. We hold the admin, quietly, in the background.

  • Closed beta opens January 2027
  • No new app to learn

The invisible load

With your child, but mentally elsewhere.

84%

of working parents we surveyed were tracking family logistics in their head last week.

One ordinary week

0 of 6 handled

  • School trip consent form, due FridayFlagged for your yes
  • Swim club moved to 4:30pm on TuesdaySofia's covering
  • A present for Saturday's birthday partyThree options, one in the basket
  • Booster jab now bookableBooked for the 16th
  • Packed lunch needed on the 24thOn the calendar
  • Nanny needs the new pick-up timeSofia's been told

Our insightThe load is the tracking, not the tasks.

Parent PA founder survey, n=50, 26 Sep to 3 Oct 2026.

Our story

For over a decade, Meeta had Kate.

  1. 2011

    A receptionist, and a mum of three running a business.

    Kate joined The Maine Group as a receptionist in 2011, fresh from an English Literature degree and a year travelling the world. Meeta soon made her PA. Alongside the business, Kate began to take on the family admin too: school forms, medical appointments, birthday parties, Christmas presents, and everything in between.

  2. The years that followed

    From the first day of school to graduation day.

    Meeta's children were six and four when Kate started. Kate saw them through the whole of it. Because modern parenting isn't just emotional, it's operational: vaccination dates, school applications, exam deadlines, sports days, birthday parties. Meeta knows the pressure of trying to be exceptional at work and fully present at home. Kate carried the half of it nobody sees.

  3. 25 years with employers

    Most women don't have a Kate.

    Over 25 years of working with employers, Meeta watched talented people, especially women, worn down by the same invisible mental load. Not because they couldn't do the job, but because they were quietly doing a second one, and the system made being present at home feel almost impossible.

  4. Then, during Covid

    It was Kate's turn.

    Kate worked through her pregnancy during Covid. When her son arrived early, her maternity leave started overnight: a newborn, a business, and a whole new world of parent admin. The person who had kept a family's life on track for years now needed someone to do it for her.

  5. So they built it

    Everyone deserves their own Kate.

    Meeta has seen the parenting journey through to the other side. Kate is at the very start of it. Between them, they've lived every stage Parent PA is built for. It's the tool Meeta wished she'd had: one that takes the admin off parents' shoulders, so they can be present for the moments that matter.

“Every working mother should have what Meeta has in Kate.”
Meeta Sahni, Founder and CEO

How it works

One voice note. Everything else, handled.

Talk to Parent PA the way you'd brief a brilliant assistant. It works out what's needed, researches the options, and hands each task to the right person.

A voice noteon WhatsApp
Brief

Parent PA

  • Remembers
  • Researches and recommends
  • Plans and routes
  • Asks before spending
Partnerpick-ups
Nannyclubs and kit
Grandparentupdates
Schoolforms
Reports back when done

Remembers

Kit days, allergies, who picked up last time. The details you'd otherwise carry around all week.

Researches and recommends

Three presents in budget, the best fit in the basket. You just pick.

Plans and routes

Each task goes to the right person in your circle, and they only see their part.

Asks before spending

Anything over your spend threshold waits for your yes. One tap to approve.

Getting started

Give us the basics once. We work out the rest.

Setting up takes a few minutes. After that, everything happens in WhatsApp.

  1. 01

    Create your household

    One account per household. Everyone in your circle joins under it.

    Household nameThe Whitmores
  2. 02

    Add your family

    Children, pets, schools, clubs and allergies. Set up everyone's profile once.

    M
    MayaAge 11 · Year 7 · Brookfield Academy
    N
    NalaDog · Cocker spaniel · Age 3 · Fernbank Vets
    Peanuts (EpiPen at school office)
  3. 03

    Choose who can take a task

    Anyone who receives tasks gets a short WhatsApp message with only what they need.

    D
    Dan HardyReceives tasks
    S
    Sofia NowakReceives tasks
    G
    Grandma JeanKept informed only
  4. 04

    Connect WhatsApp

    Brief us, hear back, and approve things where you prefer. You'll get a confirmation message.

    WhatsApp+44 7700 900 812 · briefing 7:30am
    In-app messaging
  5. 05

    Set how Parent PA works for you

    Customise how you receive updates, and the spend threshold that waits for your yes.

    Daily morning briefing
    Notification of actions
    Updates as things land in mail
    Approvals before we spend£50

The app

What's handled, and what needs you.

Privacy

Your household stays your household.

Encrypted, end to end

Names, schools, medical notes and payments are encrypted in transit and at rest.

Voice notes transcribed, then discarded

Audio is deleted within 30 days. Only the facts you asked us to remember are kept.

You see and delete everything

Every note, date and decision we hold is visible to you, and removable in one tap.

Each person sees only their part

Sofia sees Tuesday's swimming kit. She doesn't see your spending, your calendar, or Maya's medical notes.

Spend thresholdAnything over £50 waits for you. Adjust it any time in Settings.

The team

The people behind it.

Meeta Sahni

Meeta Sahni

Founder and CEO

Founder of The Maine Group, the London talent consultancy she has built and led for 25 years. Mum to three, now grown up.

  • Business Woman of the Year; finalist, Entrepreneur of the Year at the Women of the Future awards
  • Board member, mental health charity MQ
  • Host of the Finding Your Voice podcast
Kate Baxter

Kate Baxter

Operations Lead

Has been doing Parent PA's job for over a decade, before it had a name. Now a new mum herself.

  • Meeta's PA from 2011; now Chief Operating Officer, The Maine Group
  • Led three office moves, new systems, and the shift to hybrid working through Covid
Saachin Bhatt

Saachin Bhatt

Fractional CTO

Akshay Ruparelia

Akshay Ruparelia

Commercial adviser

For employers

Give every working parent their own Kate.

The load that keeps parents up at night follows them into work. Offer Parent PA as a benefit and give your people their headspace back.

Talk to us about your team
77%

of working parents we surveyed want Parent PA as an employer benefit.

35%

say the mental load has made them scale back at work.

  • Per-parent pricing, on volume tiers
  • Rolled out through HR and your benefits platform
  • First employer partners from October 2027

Pricing

One price for the whole household.

For families

£24.99a month, per family

  • Your whole household and its helpers
  • Voice notes and messages on WhatsApp
  • Research and recommendations
  • Asks before spending over your threshold
Join the waitlist

Through your employer

Freeto you, as a workplace benefit

  • Everything in the family plan
  • Paid for by your employer
Tell your HR team

Prices include VAT.

Questions

Good to know.

Do I need to download an app?

No. Parent PA lives in WhatsApp, so you brief it with a voice note or a message, the same way you'd message a person. There's a companion app for seeing everything at a glance, but you never have to open it.

Will it spend money without asking?

Not above your threshold. You set a spend limit, £50 by default, and anything over it waits for your yes. Helpers can have their own smaller limits, like £20 for kit and club costs.

Who can see my family's information?

You do. Everyone in your circle receives tasks by WhatsApp, but they never see your thresholds, spend history or medical notes unless you allow it. Every fact held about your family is listed under Privacy & data controls, where you can delete it.

What happens to my voice notes?

They're transcribed, then discarded. Audio is deleted within 30 days, and only the facts you asked us to remember are kept.

When can I start?

Our closed beta opens in January 2027, starting with families from our waitlist. Join the waitlist and we'll let you know when your place is ready.

Is it only for mothers?

We built Parent PA for working mothers, because they told us they carry most of the tracking. But it works for any parent running a busy household.

Closed beta, January 2027

Put it down. We've got it.

Join the waitlist for one of the first places in the Parent PA beta.