The women behind PAM.
We're Ash & Oly
Mums, Founders and Best Friends
We both have toddlers: Mila (Ash) and Leo (Oly) and like so many mums, we found ourselves in the thick of it together.
The love, the chaos, the exhaustion… and the constant mental load no one really prepares you for. Somewhere between the feeds, the naps, the appointments and the endless to-do lists, we kept coming back to the same thought: why are we trying to hold all of this on our own?
We created PAM because we knew other mums were feeling it too. The remembering. The organising. The invisible weight that sits in your mind every single day.
PAM is our way of supporting parents - not by adding more, but by taking something off your plate. Because you deserve to be present for the moments that matter most.
The values behind PAM.
We see you
The whole you - not just the parent.
Not the version of you that has it together. The one at 3am with cracked nipples and a racing mind. The one who loves her baby and misses her old life in the same breath. PAM is built for that person. We don't look away from the hard parts - we design for them.
Helpful is the point
We exist to make your life genuinely easier.
Not easier in theory. Easier today, in this moment, with this problem. Every feature, every article, every tool we build is measured against one question: does this actually help? If it doesn't, it doesn't belong here.
Calm in the chaos
Less noise. More clarity.
New parenthood comes with enough overwhelm. PAM's job is to reduce it - to be the steady, quiet thing in a loud season. We don't add complexity. We cut through it.
You should feel capable, not compared
PAM lifts you up. Full stop.
There's no perfect timeline here, no implied standard you're falling short of. We write, design, and build in a way that leaves every parent feeling more confident walking away than they did arriving. Empowered, not judged.
The little things are the big things
We take it all seriously - because you do.
The sounds that disappear by week six. The mental load that nobody sees. The milestone that happened on a Tuesday with no one watching. PAM exists because these things matter enormously, even when the world doesn't treat them that way.
Hello from us two.
Oly
“Somewhere between googling ‘is that normal’ at 2am and drowning in reminder notes, I thought - there has to be a better way.”
- Coffee or sleep?
- Genuinely can't remember what sleep feels like. Coffee it is. Several.
- How many browser tabs do you have open right now?
- At last count, 34. Four of them are the same article I keep meaning to read.
- What do you wish someone had told you before having a baby?
- That ‘mum brain’ is real, relentless, and nobody warns you it starts before the baby even arrives.
- What's one thing PAM would have saved you from?
- Showing up to the maternal health nurse without Leo's baby book, every time. We don't talk about it.
- Biggest parenting plot twist?
- That the hardest part isn't the baby stuff - it's the admin that comes with it.
Ash
“PAM is our way of supporting parents - not by adding more, but by taking something off your plate.”
- Morning or Evening person?
- Morning, don't ask me anything after 3pm.
- What do you hope users get out of PAM?
- A moment back. That's genuinely it. If PAM can hold some of the mental load so parents can be more present for the good stuff, even occasionally, that's everything we set out to do.
- Most used app on your phone right now?
- PAM. (I'd say that even if I hadn't made it, but I also made it, so.)
- What's currently at the bottom of your nappy bag?
- A receipt from 2024, half a rice cake, and a lip balm I've been looking for since Tuesday.
- One word to describe motherhood?
- Beautiful & chaotic (I know that's two).