Faye Secures $2.5M to Transform How Modern Households Manage the Mental Load

The company bridges the efficiencies of AI with the local expertise of real people to manage the complexities of daily life.

SAN FRANCISCO, April 30, 2025 /PRNewswire/ -- Faye, the tech platform connecting households with trusted Family Advisors, has raised $2.5 million in pre-seed funding to make high-quality personal assistant support radically more accessible. The round was led by Unusual Ventures, with participation by Springbank and a strategic group of angel investors from Nextdoor, Roblox, Square, and Doordash.

This raise reflects growing conviction that modern households deserve more than apps and automation — they also need compassionate, human-centered support to manage the complexity of daily life.

Founded in 2023 by consumer technology veterans Emily King and Kip Kaehler, Faye is pioneering a new category of service: peer-to-peer support for the mental load of home life. Faye provides working households with a trusted Advisor to handle tasks such as event and travel planning, home services, personal shopping, vendor management and decision-making — personalized, multi-step tasks where AI alone falls short.

"Technology should elevate human connection, not replace it. While AI is useful for basic asks, we don't think AI alone will be able to solve complicated, highly nuanced tasks," said Emily King, CEO and co-founder of Faye. "For example, your chatbot can pull up summer camps near you, but it can't gather community-vetted resources, relay sensitive information, or navigate gated portals. By blending tech with the talents of experienced, local professionals, we're building a marketplace that improves lives and creates economic opportunity."

Family Advisors are carefully matched with households based on location and firsthand experience. They are not overseas or anonymous shift workers but peers with context, judgment, and strong professional skills. Advisors are supported by AI software to help them deliver high-trust, high-touch service at scale.

Faye's AI-powered platform enables Advisors to support clients from start to finish: researching providers, gathering quotes, communicating with vendors, and creating frameworks to simplify decision-making. This approach saves households time, money, and stress and unlocks earning potential for an overlooked labor force.

"Faye is creating an entirely new category by bridging the gap between thoughtful technology and trusted local expertise," said Sarah Leary, Venture Partner at Unusual. "AI alone can't get it done — real-world tasks need real-world work. Faye's Advisors are using AI as a force multiplier, not a replacement."

"This is the future of work — giving smart, capable people a way to earn real income by doing the kind of behind-the-scenes work every household needs. Faye is building the infrastructure to make that work visible, respected, and scalable," added Courtney Leimkuhler, co-founder and Managing Partner at Springbank. 

This funding will accelerate product development, expand Faye's national network of Advisors, and support growth in existing markets including New York, Dallas, Austin, Los Angeles, San Francisco, Chicago, and Denver.

Faye memberships start at $169/month. For less than $6 per day, members gain access to flexible, personalized support for tasks like managing calendars, booking travel, sourcing services, and coordinating family logistics — all areas where trust, timing, and context matter.

To learn more about Faye, visit findfaye.com.

SOURCE Faye