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Clara - it was never about doing more - it was about doing it together
WHERE WE STARTED
Clara started as a parenting conversation between three friends. Between us we've been through most of it — parenting from birth through school, university and first jobs, divorce, SEND, neurodivergence and disability (in our children and in ourselves). Our conversations grew to include a dozen families, then twenty-five. Different countries, different cultures, wildly different experiences — yet the same core problems.
WHAT WE NOTICED
We found we said women and mum a lot, but one of our founders is a 26-year-old man who isn't a parent but found himself caring for a disabled preschooler. So we agreed: it isn't really about being a mum, or even a woman (although we all know that's where it usually lands). We agreed most dads aren't lazy, and most families want to help. It's about carrying the load and the fact that parenting is hard. We laughed that it sounded like a lot — then realised it's the new normal.
Our Founders
(yes the picture is AI'd but we are real, just in different countries and don't have many pictures of ourselves, and yes this makes us look slightly cooler than we really are)
Some of our founding families
The market is flooded with baby apps; but for the school years, the sandwich generation and eldercare, the only offerings were mildly adapted corporate tools, or AI assistants that ask for more trust than they've earned and more effort than they save. And all of them are built to help one person — mum — carry the load more efficiently, and to turn her into a superwoman she never asked to be.
So we built the first app for the whole of family life, not just the baby years. And we did it for real, messy families: working freelance, in different countries, leaning on grandparents, friends, tutors and counsellors. For mums who don't want to be superwomen, and for families who don't want to do more — they just want to do it together.
WHAT WE NOTICED
"Most women aren't failing to be superwoman. They simply don't want to be."
Eighteen months on, with no investors or grants to blunt our philosophy, here we are — ready to launch. Today we operate as Clara App Ltd, and we still work with the same conviction: that the mental load, like family life, is best shared.