The First Wave
Momni 1.0 made headlines coast to coast.
Before the pandemic pause, Momni's caresharing story was covered by national television, front pages, and the startup press:
- Dr. Phil
- Deseret News — front page
- FOX 13 Salt Lake City
- PR Newswire
- Techweek
- Pulse 2.0
- CB Insights
- Utah Governor's Office
26,000+
Momnis joined Momni 1.0
50
states with Momni hosts
$2M+
raised to build Momni 1.0
#1
bestseller — Circle Up, by the founder
The founding moment
Karmel learns of the global childcare crisis and sees the answer in the elephant matriarchy: mothers circling up.
2018
Apps launch · Dr. Phil
iOS and Android apps go live. Momni appears on Dr. Phil and the front page of the Deseret News.
2019
Growth · 50 states
Hosts active in all 50 states; dense communities in Utah County, Houston, Dallas, and Atlanta.
2020
The chrysalis
COVID closes the world's doors. Momni pauses rather than pivot away from its mission.
2026
Momni 2.0 — the relaunch
Community-led, founder-run, AI-operated, no investors, no take-rate. Care payments go mom to mom; Momni never takes a cut.
The Press Kit
Everything you need to tell the story well.
Fast facts
- What: mom-to-mom caresharing — Momnis hosting each other's children in their homes
- Name: Mom + omni (Latin: "all")
- Founded: 2017, Provo/Orem, Utah · Relaunched 2026
- Model: $12/yr membership + $1 per match. Momni never takes a percentage of care payments.
- Posture: a community platform — Momni does not vet or endorse members; Momnis choose each other
- Mission: hour for hour — care shared in the Circle helps fund care for Momnis in need via the Momni Foundation, a separate 501(c)(3)
The founder
Karmel is a serial entrepreneur and mother of eight. Utah Valley Young Mother of the Year (2007), Mrs. Utah United States (2009), BYU alumna, licensed social service worker, and author of the #1 bestselling book Circle Up. She has led more than a dozen organizations for women and families.
Read the full founding story →
The crisis (why this matters)
- 350M+ children below primary-school age lack access to childcare (World Bank)
- US parents now spend ~20% of household income on childcare — nearly 3× the federal affordability benchmark
- Nearly half of young US children live in licensed-childcare deserts
Brand assets
The original elephant logo (unchanged since 2017 — it has a founding story of its own) in approved color, white, and black versions:
Logo — horizontal PNG Elephant icon PNG
Usage: never recolor, stretch, or redraw the elephant. Brand palette: Momni Purple #6D58A4 · Blue Chill #0D878F · Algae #92E2C1. Type: Montserrat & Albert Sans.
Story starters
- The founder who relaunched her startup with an AI team instead of investors
- "Your pin is still on the map" — 26,000 first Momnis invited back, pin by pin
- Night Shift: the Momnis solving overnight childcare for nurses
- Hour for hour: a mug, a membership, a care hour on the other side of the world
Language notes for accurate coverage
- Momni members are "Momnis" or "the Circle" — never "the herd" (that's the elephants' word)
- Momni does not vet, screen, or verify members — please don't describe it that way; members make their own care decisions
- Momni, Inc. (the platform) and the Momni Foundation (501(c)(3)) are separate entities, one brand
Photography available
Momni-era photography from the 2018–2019 archives, available for editorial use with credit "Courtesy of Momni."