PAM, a Wellington-based startup focused on easing the mental load of parenthood and family administration, has secured NZD $570,000 in its initial seed funding round.
The funding was led by Flying Kiwi Angels and included contributions from Icehouse Ventures, Sarah Park, Janine Grainger, Foggy Valley, Wainot Investment, and other angel investors. The round is anticipated to reach NZD $800,000 by the end of the year.
As part of the growth, Easy Crypto founder Janine Grainger and Marsello's Founder and Chief Executive Brent Spicer will join PAM's board, with angel investor and former Easy Crypto and Quantifi Chair Caro Williams joining as a board observer.
Investor confidence
"The funding is about a lot more than money - it's validation. Parents and caregivers are telling us PAM makes a real difference in their daily lives and with the support of our investors and new board members, we can scale that impact far beyond New Zealand," believes Co-Founder Nicole Retter.
PAM was launched in February and quickly reached the top position in New Zealand's Apple App Store rankings, surpassing other popular apps such as Tinder and Hinge. The company has acquired over 16,000 users to date, predominantly via word of mouth. According to early data, a quarter of users have reported that PAM reduces family administration stress by 70 to 90%.
How PAM operates
Nicole Retter, who conceived the idea during the Covid lockdowns, described that the app addresses a consistent challenge for families. She said, "I just couldn't keep all the balls in the air...and I realised I wasn't alone. Our surveys show 90% of women are the primary coordinators at home and most of them are really stressed about it. PAM is designed to share that load equally amongst households."
PAM incorporates AI technology to process communications, which may include emails, screenshots, voice memos, or even photos of paper invitations. The app then organises this information into events, reminders, or notes that are automatically assigned to relevant family members. This approach converts otherwise invisible tasks into actionable entries, facilitating more balanced discussions around family responsibilities.
The system allows families to include partners, extended family, or paid help to create a sustainable support network and promote transparency within the household.
Business model
With the fresh injection of capital, PAM is preparing to transition from a free service to a freemium subscription model in both New Zealand and the United States. The company has set a target to achieve NZD $375,000 in monthly recurring revenue within the next 12 months. The basic tier will cost users NZD $15 per month, with discounts extended to current users and a two-week free trial for new sign-ups. Premium features will be introduced in stages as user engagement deepens.
Feature development
"We want PAM to be much more than just a digital organiser. We're building a product that revolutionises how families operate," believes Retter, explaining that there's far more to come in terms of making the load of running a family much lighter.
Planned updates include shared grocery lists for both families and flatmates, tools for medication tracking, and an SOS feature to alert a user's support network in urgent circumstances such as unexpected school pick-ups.
Expansion plans
The funding will also enable the expansion of PAM's development team under the leadership of Chief Technology Officer and Co-Founder Diogo Freire. The forthcoming priorities include entering the US market, beginning with a test launch in Seattle.
"We've proven the need, we've proven the impact - now it's about scale. Our vision is for PAM to become the go-to family admin tool not just in New Zealand but globally. Every parent deserves less stress and more headspace, and with this raise, we're one step closer to making that a reality," concludes Retter.
