Nookly

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Nookly

It's 7pm. She won't eat her broccoli 🥦 or sit still at the restaurant. You don't want to pull up Cocomelon. But you might have to!

Nookly is your trusted AI extra set of hands for early childhood development.

What Lovable is for software, and Claude is for knowledge work, Nookly is for early childhood development.

A child reading a personalized Nookly story
What you need to believe

WYNTB: Why Nookly in a nut shell.

01
90% of brain growth happens before age 5: the window that defines everything after.
02
Tablets use up 7× by kids under 8, reading at a 20-year low: more access to knowledge, worse literacy outcomes.
03
9 minutes of fast TV measurably impairs a 4-year-old’s executive function. Curation can’t fix this.
04
+8–9 points when learning is personalized and adult-led; nothing at scale delivers both.
05
40%+ annual growth in education AI through 2030. The unit cost of personalization has collapsed.
06
Foundational AI is built for one user. Nookly is built around a child’s entire Circle of Care.
The problem

The last 20 years brought an explosion of knowledge access and an implosion of child outcomes — at the same time.

A child struggling with learning
Struggling kids
4th graders reading below basic
2019
37%
2024
40%
Worst rate since 2002 — still declining

Daily behavioral issues — elementary teachers
pre-2019
58%
2024
68%
70% say behavior has worsened since 2019
Parent concerned about screen time
Built to hook, not help
Tablet ownership, kids under 8
2013
7%
2024
47%
7× growth — the unfulfilled promise of access

Screen time at age 2 → grade 4 in-class participation
Baseline
+1 hr/day
Grade 4
−7% drop
9 min of fast-paced TV immediately impairs executive function (Lillard & Peterson, 2011)
Overwhelmed teacher in classroom
Burned-out care community
Parents with “completely overwhelming” stress
non-parents
26%
parents
48%
First-ever Surgeon General advisory on parents, 2024

K–12 teachers reporting burnout “often or always”
pre-2019
~30%
2024
44%
#1 most burned-out profession in the U.S. — 360K positions unfilled

The problem isn’t screens. It’s that no one built them for kids. They built them for watch time. The care community is left filling the gap.

Our thesis

Digital media has failed parents: engaging content lacks educational depth, while educational content fails to engage.

And the first one to earn their trust becomes the default.

Hover
Era 1 · 1969–2005
Broadcast TV

“Broadcast gave us one story for every kid.”

Era 1 · 1969–2005
Broadcast TV
  • Engaging AND educational
  • Adult co-viewing was the default
  • One story, everyone watching
Hover
Era 2 · 2005–today
Digital Content

“Digital gave us infinite stories for no one in particular.”

Era 2 · 2005–today
Digital Content
  • Built for attention, not depth
  • Often overstimulating, often unsafe
  • Kids consume it alone
Hover
Now · 2026 →
Nookly

“Nookly gives every adult the studio to make the right story for their kid — safe, educational, and made with them, not at them.”

Now · 2026 →
Nookly
  • Personalized to the child
  • Made with the adult, not for the algorithm
  • Engagement and educational depth, finally together
69kYRS
The reality today

of CoComelon streaming in 2023 alone — one show, the equivalent of human history. Shows are “tweaked for maximum addictiveness.”

New Yorker, 2024 · NYT · Moonbug, 2022

+9PTS
The proof

increase in literacy and math when learning is personalized and a trusted adult engages with content built for that specific child — the gap Nookly closes. Backed by 30+ years of developmental research.

Hirsh-Pasek et al., 2015 · Joan Ganz Cooney Center · RAND 2015

The product

One creation platform. Three ways in.

Every surface runs on the same engine — a context model of the child built from what the adult already knows. Create once, and that context carries into every future asset.

Choose a structured tool — Story, Lullaby, Visual Schedule, Social Story — then tune every detail: the child’s name, face, voice, challenge, and supporting cast. Full control, specific output.

Bring their reality into their learning

Describe their world Create their character Personalize their resource
Sarah
Sarah
Managing anxiety 6 yrs She/Her
“What if nobody plays with me? What if I sit alone?”
Challenge
Nervous about school
Learning goal
Social confidence & belonging
Interests
Supporting cast
Skin tone
Eye color
Hair color
Hair style
Bun Puffs
Noah Liam Katie Sarah
A story about navigating new beginnings
Sarah’s First Day

Walk with Sarah as she finds her people

Tap to see their story ↓

Sarah
Managing anxiety 6 yrs She/Her
“What if nobody plays with me? What if I sit alone?”
Challenge
Nervous about school
Learning goal
Social confidence & belonging
Interests
Supporting cast
Skin tone
Eye color
Hair color
Hair style
Bun Puffs
A story about navigating new beginnings
Sarah’s First Day

Walk with Sarah as she finds her people

Have a learning goal but no predefined format? Describe it and Nookly builds the tool. Think Lovable × Canva for educational content — open-ended, format-flexible, classroom-ready. No template required.

No idea where to start? Browse expert-curated templates and personalize to your child in one click. The same template sells to thousands — and arrives differently every time.

Bundles 14 collections
Mother’s Day
What You Taught Me Today
A letter from child to parent about all the little lessons…
Emotions
Mother’s Day
To Mum: The Book of Firsts
Everyone celebrates firsts but someone has to witness them…
Emotions
Mother’s Day
A Night at the Nook
A bedtime story about the magic of reading together…
Emotions
3 stories, personalized to your child $7 for the bundle Save $2
Individual resources 43 results
🛒
Dealing with Nightmares
When young Noah is jolted awake…
130
RoutinesSocial skills
🛒
Being Bullied
Izumi, a new student grappling…
122
Tough topicsRealistic
🛒
Parents Are Separating
Tony learns to navigate his…
118
TransitionsRealistic
Market

Two buyers, one platform — and no dominant player serving both.

US launch · SOM $3.47B
US families + professionals · children ages 2–12
Bottom-up: 17.2M families + 1.7M professionals × $15/mo.
Real floor: US families spent $500M+ on children’s learning apps in 2023 (Sensor Tower) — every dollar went to consumption. Nookly is the first to own the creation layer.
English-speaking · SAM $5.26B
US · UK · Canada · Australia · NZ
Bottom-up: ~29M users × $15/mo.
Real spend: English-speaking children’s learning entertainment is a $7B+ market growing at 15%+ CAGR. Twinkl ($100M ARR) and TPT prove the creator-tool segment pays in these markets — neither personalizes to the child.
Global · TAM $49.7B
All families + professionals worldwide · ages 2–12
Bottom-up: ~277M households × $15/mo (early childhood household counts × digital adoption × GDP PPP).
Real spend: Global edutainment reached $7.3B in 2024, growing at 15%+ CAGR — the learning entertainment category is validated and accelerating. Twinkl ($100M ARR) and Canva ($4B ARR, 100M education users) prove the category pays globally — neither personalizes to the child.
Why now

The technology caught up to the vision.

We were early. We used the time to prove demand. When AI crossed the threshold, we were ready.

The AI shift
Multi-modal creation is cheap.
Story + image + voice in one pipeline at consumer price points — impossible 18 months ago.
Context windows hold a whole child.
Interests, triggers, language, history — long enough to keep a kid's model alive across sessions.
Generation is fast enough for the moment.
Minutes, not hours — the difference between useful tonight and irrelevant tomorrow.
How we got here
Fall 2024
We were early
AI image models fell short. If the child changed on one page, the book was worthless. We used the time to build trust.
Jan — Nov 2025
Demand proven
26 organizations signed despite AI limitations.
17 schools · 7 clinics · 2 libraries  ·  33% close rate · <30 day cycles · $1.6K avg.
Nov — Dec 2025
AI's second act
AI images crossed the quality threshold. We integrated and shipped. Bloomberg: "AI's Productivity Potential Has Never Been More Obvious."
Feb — Apr 2026
We opened a storefront for personalized storybooks.
27%
Digital ($6) →
hardcover ($30+)
+136%
Book purchases,
Feb → Mar
45%
New subscribers
from referral
Business model & GTM

Recurring revenue from every adult in the child's circle. Marketplace on top.

P

Subscription

Starter - Pro subscription · build content libraries · Drive upgrade with creation limits

$9 - $15/mo
F

Pay per Creation

Personalized digital content.

$6/creation
M

Marketplace

Users publish templates and frameworks. Nookly takes a rev-share. Supply compounds.

$3–$6
P

Printed Books

Capitalizing on the personalized stories, users can purchase printed books to read offline

$20–$30

Unit economics (pilot)

Blended ARPU (Stripe actual)$11/mo
Monthly churn (actual)6.9%
LTV — blended today~$160
Paid B2C CAC (Jan-26)$72
Blended CAC~$40
New subs via referral45%
Story COGS (img gen ↓4×)~$0.40
Subscription gross margin~60%

Two simultaneous entry paths — 45% of new subscribers arrive via professional share links, blending the fully-loaded CAC to ~$40. Blended LTV today is ~$160 at 6.9% churn. We believe, however, a parent who enters at age 2 has an 8-year natural subscription horizon — $1,000+ in subscription LTV before a single storybook or marketplace purchase. Pricing update in progress: Starter moves to $11.99/mo and Champion to $19.99/mo — modeled subscription ARPU lifts to ~$12.93, pushing LTV to ~$187 at current churn.

Why Nookly, not them

Every platform knows children. None of them know yours.

The circle of care around a child — teacher, parent, therapist — holds context no foundation model was ever trained on. That's our moat.

🌙
"Gemini never navigated a 4-month sleep regression"
No model has your family's exhausted, hard-won context — but Nookly's care network does.
Nookly knows
🛡️
"ChatGPT never learned to use 'Tease the Tease' when a child is bullied"
No behavioral history. No therapist loop. Just prompts. Nookly surfaces what practitioners observe.
Nookly knows
🎬
"Claude never attended a parent teacher conference"
Nookly's creator community is teachers, educators, and storytellers — real craft, not a generic prompt chain.
Nookly creates
Knows this child Circle of care Whole-child dev. Expert-crafted Safe + trusted
AI Powerhouses ~
AI Creative Startups ~ ~
EdTech Only ~
Legacy Entertainment ~ ~
Nookly
Why we win

Our moat is the child context — not the model.

Anyone can wrap a foundation model. Only Nookly has structured, trusted context on the specific kid — built from the adults who know them, ready to apply across every new creation.

Care community alignment
Teacher, Parent, and Therapist care community
Context Nookly aggregates
Documents & Inputs
Child ImageAcademic Progress Family StructureSports & Interests Favorite ToysSocial & Behavioral Milestones
Community Context
Applied Domain Knowledge
Nookly Knowledge
Aggregated InsightsChild History
Enhanced capable Nookly automations
Better experiences at the child level
Adapts content to each child’s real-life needs and interests
Generalizable insights for all kids
Draws on aggregated data to support all children—even those without specialist access
Earned trust
Data safety, clinical credibility, and institutional partnerships
Compounding knowledge
Every practitioner who shares what works makes the next one faster
Book → Platform loop
Every physical book includes a path back to Nookly
Where this goes

From engaging tool, to convenient platform, to the creation surface kids' media builds on.

Today

Engaging Tool

Robust, versatile, creative — a lovable vibe creation surface for every parenting moment. Multilingual from the start.

Imagineer Marketplace Content Builder
Next 12 months

Convenient Platform

Ask once, get multiple content types — stories, schedules, activities — without re-explaining your child each time.

Mobile App Expanded Gamification to increase retention
24+ months

Partner Creation Surface

In addition to building Nookly's Proprietary IP, Kids' media companies, curriculum publishers, and toy brands ship personalized experiences on top of Nookly's context engine.

Nookly — every child's story

Two founders. Every user in the family.

We're building Nookly for the children, parents, teachers, and therapists already in our lives.

Radwa Hamed
CEO · Product, Growth, Design & SWE / ML
Radwa Hamed
  • Mother. Daughter of an educator. Rarely saw herself represented in her learning.
  • Fmr Google, Apple, Microsoft Research and Affectiva.
  • Knight–Hennessy Scholar · MBA, Stanford GSB · MS, Stanford d.school
Zeina Makki
Member of Technical Staff
Zeina Makki
  • Mother of 3 kids. Daughter of an artist who believed in creative learning from day one.
  • Apple Tech Lead and Engineer for 9 years.
  • BS in Automation and Mechatronics, University of Waterloo
Full-time team
+ 2 stunning engineers shipping product weekly
Advisors
Rex Duval — Co-founder, transitioning to advisory role
Miles Ludwigfmr Sesame Workshop, Head of Digital
Jon Snoddyfmr Disney Imagineering, SVP R&D
Steve DziedzicCPO, Change.org
10 / 11

$2.5M to invest in awareness and build trust.

Favorable terms for early partners, $100K committed.

Invest in awareness
Paid social Influencer partnerships & social growth
Search Search ads & AI-enabled SEO
Community Testimonials & content sharing
Hires Sr. Marketing Lead · Staff SWE Q3 ’26
Build trust
Physical books In schools, clinics, & libraries
Training Webinars & professional development
Impact measurement Tracking, evaluation & reporting
Hires Sr. Partnerships Lead · Curriculum Designer Q4 ’26
11 / 11
Appendix
Market Proof

Two adjacent markets have already proven adults pay when content is built for their specific child.

Both are static — a form field or a search box. Nookly turns the same willingness-to-pay into creation, unlimited, across every kid in the adult's life.

Wonderbly
Parents

Wonderbly · $40M+ annual

Personalized children's books where parents type the kid's name and hair color. One static book, $30, shipped in a week. Proved the purchase intent.

10M+
books sold
$30
per book, static
Teachers Pay Teachers
Educators

Teachers Pay Teachers · $200M+ annual

Teachers and therapists buy custom-made resources from other teachers because generic curriculum doesn't fit their caseload. Proved the search-and-pay behavior.

7M+
educators
$200M+
gross annual

Nookly replaces the catalog with a creation partner — same wallet, unlimited supply, infinitely more relevant to the specific child. Early pilots with families and therapists: 72% weekly retention, $15 avg willingness-to-pay at beta.

Network Effects
Hub & Spoke
1 professional creates for 20 kids — each family joins at near-zero CAC. Every pro subscriber seeds the next wave.
Creator marketplace
Professionals publish templates, families discover and personalize. Unlike TPT, supply is dynamic — the same resource serves every child differently.
Data flywheel
Every child context model sharpens with use. More creators → better generation → compounding moat against any single-sided competitor.