Why we Invested: Simplifed

Baby feeding is a $2.4 billion market underserved by incumbent brands overlooking the reality that 83% of families with infants combine breast-feeding with infant formula. TBD Angels invested in Simplifed because we believe founder Andrea Ippolito’s vision to make high-quality virtual lactation support available to all moms is sound business and delivers excellent social returns in the form of healthy moms and babies.

Simplifed’s virtual lactation platform, in market and gaining traction, provides access to high quality lactation consulting for breast-feeding moms and is paid for by public and private insurers. As prospective investors, we recognized Simplifed benefits from the rising tide of telehealth service adoption making this investment timely; as well as the strong economic model behind Simplifed’s virtual lactation service delivery.

Simplifed’s strength is rooted in a focus on healthy mom and baby outcomes. TBD Angels appreciated how brand-building with families, private and public insurers, and care networks accomplished through the lactation support services also creates an advantage for getting to market with future services to be launched. Trust is everything when families make decisions about the care and feeding of their infants and Simplifed’s brand is being built on advancing this trust.

TBD Angels were enthusiastic in our support of the vision and especially the mission of Simplifed.

Ambitious founding team. Experienced entrepreneurs. Big market and social good. Simplifed ticked several of the boxes TBD Angels prioritize.

Seventeen TBD Angles invested in Simplifed, proudly joining alongside lead investor 3CC: Third Culture Capital.

Sarah McCrary is a member of TBD Angels and led this opportunity.