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How One Startup Founder Pivoted in COVID to Bring Childcare to Struggling Parents

kokou adzo



Priya Amin Flexable

We talked to Priya Amin of Flexable on how the startup is creating innovative childcare solutions to help Life and Work fit together.

First of all, how are you and your family doing in these COVID-19 times? 

Priya Amin: We are doing well, and my heart goes out to the millions of people around the country and the world have lost loved ones.

Tell us about you, your career, how you founded Flexable. 

Priya Amin: I am the CEO of Flexable, a B2B FamTech startup focused on helping employers support their working parent employees, especially when childcare falls through. I started my professional career after grad school while working at IBM as a Product Manager, then moved to Nestle to become a Brand Manager. While at Nestle, I had my first child and realized that I needed way more support as a working mom than I did before having children. I struggled to find the right balance for almost 2 years, but in 2012, when my son was almost 2 years old, I ended up leaving my career to become a stay at home mom. It was the hardest decision I’ve made professionally but one I don’t regret.

After 2 years of being home full time (and having my second child during that time), I decided to start a consulting company. I was able to see success with the company but was also met with challenges, mostly around childcare – I wasn’t able to go to client meetings or networking events if childcare ever fell through. I was left to either skip completely or bring my children, which was inconvenient and disruptive. It lit a fire under me to figure out better solutions for working parents, which is where the idea for Flexable came from – we’re on a mission to create innovative childcare solutions to help Life & Work fit together.

How does Flexable innovate? 

Priya Amin: Prior to COVID, we were providing pop-up on-demand childcare at work, events, and conferences. But since COVID, we’ve innovated to bring our childcare services to the virtual space, to continue supporting working parents where they are now – working remotely at home.

How the coronavirus pandemic affects your business, and how are you coping? 

Priya Amin: COVID forced us to change our entire business model completely, but we are doing well – in just a few short months since the pivot, we are signing on employer clients across the country who are looking to support their working parent employees. We are growing our user base on a daily basis and continuing to penetrate the market with our innovative solution.

Did you have to make difficult choices, and what are the lessons learned? 

Priya Amin: Yes- my co-founder left just before COVID started, and I had to let go of all my staff. But I built the company back up from scratch and have learned that by keeping a keen ear to the market and never being afraid to pivot, a company can keep moving forward and flourish.

How do you deal with stress and anxiety? How do you project yourself and Flexable in the future? 

Priya Amin: This is a hard one, as it’s hard to get away from the stress and anxiety of daily life with two elementary-aged boys and a business. But once we get through this school year and move into the next phase of our business, I see lots of scalability and growth in our future.

Who are your competitors? And how do you plan to stay in the game? 

Priya Amin: We have competitors in both the care and ed-tech space, including companies like and Bright Horizons. We plan to stay in the game by continuing to stay nimble and agile with market trends and continuing to deliver on what drives value for our customers.

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Kokou Adzo is the editor and author of He is passionate about business and tech, and brings you the latest Startup news and information. He graduated from university of Siena (Italy) and Rennes (France) in Communications and Political Science with a Master's Degree. He manages the editorial operations at

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