There's a moment every parent knows. It's late. Your child is upset, or struggling, or you're just worried — and you turn to your phone and type a question into Google.
Twenty minutes later, you've read six contradictory articles, two Reddit threads, and a forum post from 2009. You still don't have an answer. And now you feel worse than when you started.
Parenting is the most important thing most of us will ever do — and yet when we have a question, we're left to wade through the internet alone.
Amae was built to change that.
The name comes from the Japanese concept of amae — a child's trust in the people who love them. That feeling of safety and closeness that every parent wants to give their child.
We believe that every parent deserves access to reliable, evidence-based guidance — instantly, and personalised to their actual family. Not generic advice written for everyone. Real answers that take into account your child's temperament, your family's situation, and the research that actually supports what works.
Amae doesn't replace your instincts as a parent. It supports them.
Our story
We're not parents. We'll say that upfront.
One of us studied child development and psychology. The other builds software. We met somewhere in the middle — both a little frustrated that so much good research on parenting exists, and so little of it is easy to actually find when you need it. So we built Amae.
We don't think parents need more advice. The internet is full of it. We just thought there was something missing between "Google it at midnight and feel worse" and "book an appointment with a specialist." Amae is our attempt at that middle ground — something that knows the research, and actually knows a bit about your family too.
Amae is not a crisis service and is not a substitute for professional or therapeutic advice. If you or your child need immediate support, please reach out to a qualified professional.
