The Launch of Good Inside Baby

Kennedy co-founded Good Inside in 2020 with fellow Columbia psychologist Erica Belsky. This year, the platform has crossed 100,000 paid subscribers, generating $34 million in revenue, with 50% year over year growth. It originally served parents of young children before expanding into the teen years. Today, Kennedy is announcing a new frontier, extending downward for the first time with ‘Good Inside Baby,’ focused on pregnancy through age two.

The product includes weekly video content across five developmental stages, live support groups by month, a baby tracker, and access to a sleep specialist and lactation expert. But the true focus, Kennedy insists, is not the baby.

Taking Care of the Pilot

"The most important thing to take care of a baby is to take care of the person holding the baby," she says. "The most important thing to take care of passengers on a plane is to take care of the pilot, because the pilot does the caring."

She has had a front row seat to what happens when we don’t consider the caregivers' emotional and physical needs, seeing countless new parents fall into what she describes as “a predictable and devastating pattern, where they use their baby's behavior as a measure of their own worth.”

Stopping The Self-Critical Loop

"Our brain short-circuits," she continues. "There is not a lot of data from our kid yet. Our baby’s not saying, 'You are a good mom.’ So we use how well feeding is going, how well our kid sleeps, we start to use all those things as proof." This, she shares, is when parents start telling themselves a story.

"Those stories are such a big part of our deteriorating mental health," she says. "We don't respond to our kids' behavior. We respond to the story we tell ourselves about our kids' behavior."

Good Inside Baby’s tracker is built around this idea of preempting the negative voices that torment parents. It logs feeds, sleep, and nappy changes, but also a different type of vital; whether the parent ate, slept, or had any time for themselves." I believe we have the only tracker that makes sure you don't lose track of yourself," Kennedy says. “All the baby trackers out there are obsessed with the baby. It's actually the start of losing yourself as a parent.”

Who Gets Up At 3 A.M.?

For many parents, you don’t just lose yourself but also your sense of the unit, who you were before the baby. Research published in Forbes found that roughly half of all divorces occur within the first seven years of marriage, with rates peaking around year four, precisely the window when many couples are navigating new parenthood.

Kennedy wants to help put that unit back together, rolling out family accounts that let partners join for free. "More and more dads are like, 'We don’t just want to be in the passenger seat. We want to be talked to also as a primary parent,’" Kennedy says. “We include courses on partnership and mental load, the fights about in-laws and 3 a.m. wake-ups nobody prepares for.”

Mental Load, Meet Product

Good Inside Baby launches May 19th. Memberships start at $23.25 per month. A companion podcast, "Rattled: When New Parenthood Shakes You," launches April 23rd. The company has raised $10.5 million from Inspired Capital and employs 64 people. Notably, Kennedy has kept the company primarily bootstrapped outside of that initial round, unusual in the high-burn world of B2C, proving that parenting “math” is a lucrative business.

Kennedy frames the stakes simply. "A new parent is starting a brand new identity. What happens in those first months shapes so much for years from then."