Meet Auggie: The First All-in-One App for Modern Parenthood
Photo courtesy of Lily Walla
Brooklyn, NY — Yesterday marks the official launch of Auggie, the first all-in-one app built to support every stage of parenting, from pregnancy through toddlerhood and beyond. Informed by over a year of learning from its thriving parent community, Auggie brings together connection, discovery, and expert-driven support in one seamless platform — with live virtual events, parent-to-parent discussions, and a marketplace of trusted recommendations. Available now on iOS and Android.
More than just a parenting forum or product directory, Auggie merges three critical parenting tools into a single experience:
- Community Spaces where parents join local groups, due date pods, and topic-specific chats to find real-time support, advice, and camaraderie.
- A Curated Marketplace featuring over 35K vetted products and service providers, all recommended by real parents.
- Live Virtual Events hosted in partnership with brands like Frida, Coterie, Tiny Organics, and more, offering live learning and engagement with experts.
Founder and CEO Lily Walla (also a toddler mom and expecting!) says, “I was tired of feeling like I had to figure everything out alone, sifting through endless spreadsheets just to find what actually worked. I wanted a space where parents could feel seen and supported, and where the joy of being a mom wasn’t drowned out by all the noise.”
Auggie’s sleek interface and fully branded experience,
were shaped by what the team heard directly from parents during its beta period. From product discovery to community interaction, every touchpoint was designed with empathy and intention.
With a 36% affiliate click-through rate (relative to a 1% industry baseline), it’s clear that parents don’t just browse — they trust Auggie. Whether you’re comparing strollers or looking for a postpartum doula, Auggie ensures every recommendation comes from someone who’s been there before.
Auggie partners with leading parenting brands like Bobbie, LALO, Qeepsake, and Nanit —
offering them a way to meaningfully engage with a trusted, high-intent community. “Partnering with Auggie has been a breath of fresh air. Their community is thoughtful, engaged, and genuinely invested in discovering products that make family life better. We’ve seen real connection and trust grow around our brand thanks to Auggie’s authentic approach to sharing recommendations.” – Emily Motayed Lancaster, Founder + CEO, Nurture&.
With momentum building and community trust already well established, Auggie is poised to become the go-to destination for modern parents navigating pregnancy, postpartum, and early childhood. From everyday wins to big decisions, Auggie is here to make the parenting journey feel a little more connected — and a lot less overwhelming.
About Auggie
Founded in 2023 by entrepreneur and mom Lily Walla, Auggie is the most trusted platform for parents to connect, share recommendations, and shop vetted products — all in one place. Headquartered in Brooklyn, NY and backed by top VC funds and angel investors, Auggie is reimagining the parenting experience with the support of a rapidly growing community.
Download Auggie on the App Store or visit auggie.com to explore the platform.
About Founder Lily Walla
Lily Walla is a Brooklyn-based toddler mom and the Founder & CEO of Auggie, the most trusted community for parents to connect, share recommendations, learn from experts, and shop vetted products. A serial entrepreneur, Lily previously founded and bootstrapped a personalized branding company that was acquired in 2023. After becoming a mom, she found herself inundated with advice and recommendations, yet struggled to filter what was truly relevant. Drawing on her lifelong superpower of community building, Lily created an online space where parents could connect authentically and share what actually works. That space became Auggie—a fast-growing platform where parents support one another, learn through expert-led virtual events, and navigate the parenting journey together.
