Press

Fast facts

• What: mom-to-mom caresharing — mothers 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; mamas choose each other
• Mission: hour for hour — care shared in the Circle helps fund care for mamas 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:

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 mamas invited back, pin by pin
• Night Shift: the mamas solving overnight childcare for nurses
• Hour for hour: a mug, a membership, a care hour on the other side of the world

The relaunch letter →

Language notes for accurate coverage

• Momni members are "mamas" 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."