# Just a Baby

A mobile app to find people and make babies.

## Elevator pitch
Just-A-Baby gives anyone that’s dreamt of being a parent the key to finding a match simply and easily. More than an app, Just a Baby is a community that helps find other potential people to have a baby with and open discussions of making it happen.

- Canonical URL: https://wefunder.com/justababy
- Entity ID: wefunder:company:88745
- Last updated: 2026-06-13T05:00:39Z
- Generated at: 2026-06-14T02:56:53Z

## Quick facts
- 💫 25K+ monthly users and 315K+ app downloads in over 10 countries
- 💸 $225K+ revenues over past 12 months; we are profitable!
- 📣 Featured in NBC, NYTimes, Refinery29, The Courier Mail, The View
- ⭐ People LOVE us: median app rating is 5/5 stars and over 1,300 ratings
- 💪 Co-founders have 15 yr working relationship, expertise in software dev. & product management
- 📈 Fertility is a $25B industry, projected to be $48B by 2030
- 🎉 The #1 mobile app designed for finding potential surrogacy, donation and co-parenting partners
- 💰 5x cheaper than sperm donor clinics - one woman got pregnant 2x using our app for only $300

## Active fundraises
- wefunder:fundraise:46779: 4(a)(6) successful (USD)
- wefunder:fundraise:48295: 4(a)(6) successful (USD)

## Story
50 years ago, making babies was a standard process. Meet someone, tie the knot, conceive. But this method is outdated. It excludes huge groups of people, including single people, people with fertility issues, and LGTBQ+.The mainstream is shifting, in ways that create a need for a new way to make babies.Consider these stats:The number of single-parent households is rising.First time parents are getting older.There are 543K same-sex married couple households in the US.Source: Pew Research Center, UCLA Williams InstituteWe have a society in which having kids “normally” is becoming more and more elusive, yet the desire to have them remains as strong as ever.This creates demand for new tools & technology to help us make babies - not the “traditional way,” but however way we want. A growing problem, and we're here to solve it.One of the biggest problems during COVID? A sperm shortage. That's right. Driven by an increased demand for "pandemic babies," shortages grew so severe that people began flocking to private Facebook groups with tens of thousands of members to connect with donors.  “Donors are going direct to customers” the New York Times reports.That's where Just a Baby comes in. We provide a safe, secure app for connecting with donors - a cheaper solution to sperm banks and clinics, and a more efficient solution to Facebook groups.Meanwhile, the fertility market is worth ~$25B and is projected to grow to $40B + by 2030.An industry analysis characterizes the fertility market as a “highly fragmented provider landscape of regional clinics” - creating an opportunity for “platforms of scale” that will leverage technology to improve efficiency.There is a HUGE market opportunity, and we’re cracking it right open. How it works 👼Just a Baby is an app that allows you to connect with people that can help you have kids, whether that's by providing sperm, an egg, or an embryo. Kind of like Tinder, except for making babies. It's simple to use – download the app, set up a profile, and within a couple of clicks, you can be chatting to prospective donors / partners.Amy & Jessi used Just a Baby to conceive Jade, above. Check out Amy & Jessi’s birth story by clicking on the image!The app serves many different groups, but the majority of users are single people looking for help with conception (E.g. an egg or sperm) or lesbian / gay couples.Rather than go through clinics or sperm banks - which are prohibitively expensive, bureaucratic, and intimidating for many - anyone can download an app in 30 seconds.We are profitable! 💸Our founder, Paul, launched the company in 2017 and the app facilitated its first pregnancy later that year.Since then, we've grown to 24,000+ users/month across 10 countries, including the US, UK, Australia and Canada.We've generated $225K+ in revenues over the past 12 months, and we are profitable. All of this achieved with $0 spent on marketing, $0 in funding, and a very small team.We have proof of concept. There is a huge, growing market. Now we just need the funding to grow.People go (goo-goo) gaga for us!The app is available on the App Store and Google Play. It's been downloaded 300,000+ times and gotten 1,300 reviews+.People LOVE us: the vast majority of reviewers give us 5 stars, with an average rating over 4.We’ve been featured in NBC, Refinery 29, Harper's Bazaar, NYPost, BBC and more.Making money, AND babiesJust a Baby uses a freemium model. The basic version is free, while the premium version costs $15.99 / month.Compare our price to the fees that sperm banks charge - a vial of sperm costs $900-$1,000, with an insemination cost of $500-$4,000.Meanwhile, egg donor platforms charge upwards of $7,000 as an “agency fee” which includes access to their donor database.While users likely have to pay medical costs to conceive, we make the matching part cheaper and more accessible.Don’t believe us? Check out Kayla Ellis’ story - Kayla spent less than $300 to get pregnant twice using Just a Baby.A mighty teamOur CEO, Paul Ryan, founded and was CEO of a successful tech company for the past 20 years.He founded Just a Baby in 2017 based on his own personal desire to have children in his early 40s without going the traditional route. Paul describes Just a Baby as his Ikigai, a Japanese term for “a motivating force; something that gives oneself a sense of purpose or a reason for living.” Our CTO and co-founder is Erick Haryono, a senior software architect with over 20 years of full-stack dev experience.We have two advisors - an international fertility lawyer and a renowned physician - and a team of 12 employees.Next steps - let's make more babies!We’re raising $1M in this round, which would allow us to go full steam on marketing our latest version of the app, ramping up our revenue channels, and growing our team.Our current version of the app focuses on matching, but our vision is to take users through a streamlined journey of legal services, medical services, and education.Invest today to join us on our mission to create more loving families across the globe. Not only because we think you might make a few bucks, but also because we’re making dreams come true - one baby at a time. 🐣

## FAQ
1. **I’m concerned about the potential donor process. This seems like a breeding ground for abuse, sex trafficking, child support lawsuits, missing persons, etc. How is the company protecting itself and users? Shouldn’t it be something in place to vet people and sperm donations?**
   - Hi Deidre, glad you asked this question. As founders and investors in the business, risk is at the forefront of our minds. Short Answer: Dating apps and the online sharing community have already paved the way on this issue. Tinder and Match.com sport similar risks, Match.com now worth over $41B. Bumble is worth almost $10B. People on these apps are meeting up, having sex with strangers etc. Not to mention the plethora of other online ways to engage with strangers any many which ways. Long Ans...
2. **What are the investor perks?**
   - Hi we're keeping things simple, so everyone will get the same terms. So everyone is on the same terms at this stage, if that changes we'll let you know.
3. **Since I have been a customer of the app, would I be able to invest in this process prior to the public?**
   - Hi Qian, yes, we are ONLY inviting users of Just a Baby right now, and for the next week or so (bar a few friends and close contacts - everyone on the same terms). We WANT investment from users of the app ideally. Especially keen on female investment, because startups are typically funded by a mostly male investors. And we want a strong female presence in our investor base. So special shout out to women! (and gender non-binary), and men are still super welcome too of course.
4. **Once more things is that what are the plans with the money you're raising? And how much you hoping to raise in this fundraising?**
   - Minimum of $50k, but we're almost already there. Our overall target is $2M, however this will happen in stages, so the next major milestone will be $300k.
5. **Hey Paul, Can you point me in the right direction to learn how this investment works? i.e. Do you receive shares relative to your contribution based on the $12M valuation. Assuming you hit later rounds of funding will the investment grow with the business valuation? i.e. If so...**
   - Yes you receive shares in the company, relative to your contribution. Our lawyers are working on the final terms, and you'll have the opportunity to read and confirm them before your final commitment. But your general thinking is correct. There are additional factors in the equation, but generally speaking your math is heading in the right direction. Some examples of factors in the equation: 1. If the pre-money valuation of the company is $12M today. Then we raise $2M, then the post-money val...

## Team
- Paul Ryan (CEO and Founder)
- Erick Haryono (Development Team Lead and Co-Founder)
- Daniel Campagnoli (Senior Developer and Co-founder )
- Pavel Danyi (Senior User Experience Designer)
- Joshua Lustre (Operations)
- Elena Weissmann (Operations Director)
- Jhenise Estellore (UX Design)
- Karl Dabuco (Software Developer)
- Cliff Buque (Software Developer)
- Jullicer Dico (Software Developer)
- Jiorjio Faustinorio (Software Developer)
- Janseen Carl Abella (Software Developer)
- Sherry Jaca (Quality Assurance)
- Angelo Agriam (Data Science)
- Kathy Amores (Data Science)

## Recent posts
- Cool Baby Story!! (2022-11-04T07:05:42Z)
- Signed Deal with Helios Partners (2022-11-04T06:58:06Z)
- Signed deal with Growth Marketing Team! (2022-10-20T10:39:58Z)
- JaB - Revenue Increase (2022-10-04T11:37:08Z)
- Last chance to register for the most fun event of the year! (2022-09-26T16:04:18Z)
- You're invited! Live investor webinar with Just a Baby 👀 (2022-09-19T18:37:45Z)
- Sperm bank market is growing ~5%! (2022-09-15T17:48:36Z)
- Another beautiful baby from our community (2022-09-13T15:37:19Z)
- Just a Baby featured by ABC! (2022-09-09T16:37:14Z)
- Why you invested (2022-09-01T15:07:57Z)
- We're halfway there! ✨ (2022-08-29T14:35:03Z)
- One user's life-changing journey (2022-08-23T15:24:10Z)
- Almost at $50k !!! (2021-10-27T05:30:27Z)

## Q&A
- Q: It seems that you are giving up 3% of the equity stake at a $9.6 million valuation for a $300k round. Average startup equity awards are 10% for $300k and the share price seems way too high for Angel Investors to make a return even if it goes public at an average $19 per share. I think the raise is overpriced and believe that the board and Paul Ryan should give up 7% of his stake to bring the valuation down to $4 million and give the Angel Investors 10% for the $300k raise. Most startups here are not going to make it. The risk is too high for the low reward. Also, a disclaimer, past performance is not going to make future performance the same. Just a few considerations here.
  - A: Hey Scott! Great point. Here's some context behind our valuation. Just a Baby is post-revenue ($225K generated in the past 12 months) and has seen incredible organic user growth over the past 2 years (over 24K active users / month). To-date we've had over 100K users. All of this achieved with $0 spent on marketing, $0 in funding and a very small team. Meanwhile, the Total Addressable Market (TAM) > 100M people, with a global audience across UK, Canada, Australia, Europe. The fertility industry is booming, growing year on year. Currently about $23B and growing fast. We have a society whereby having kids “normally” is becoming more and more elusive, yet the desire to have them remains as strong as ever. Fertility clinics solve a problem, but they don’t solve the problem we solve. We’re addressing a totally different, much larger, mostly untapped audience. You can read more about the market, and the problem we're solving, here: https://www.nytimes.com/2021/01/08/business/sperm-donors-facebook-groups.html With all of this taken together, we believe there's incredible untapped opportunity with Just a Baby, and we've valued the company based on our estimates of future earnings potential.
- Q: I decided to try out the app and would like to know how you are going to deal with the issues of the ads, the confusion and explaining all of the two letter abbreviations in users profiles, and exactly what the three buttons mean on each selection screen.
  - A: Hey Scott! We do show ads to users who have the free version of the app in order to create a revenue stream and pay our staff, otherwise to remove the ads, a user can pay for the premium version. This is a similar model to a streaming service like Hulu, where users can pay extra to remove ads. People may have 2 letter abbreviations instead of their names if they wish to remain anonymous at that point in the journey. The three buttons on each selection screen - on the left hand side there is a clock that allows you to look at other people you've already "rejected" - e.g. if you made a mistake or change your mind swiping left, you can reverse that decision. In the middle there is an "x" that indicates you're not interested in that person, and the far right button is a thumbs up which means you're interested in connecting with that person. If you have any other questions about the app or suggestions for improvement, please email us at info@justababy.com.
- Q: Great application and mission! Can you help us to understand the 12m evaluation with the following : 1. What is current revenue and revenue growth ? 2. How many users and monthly user growth ? 3. What is your marketing spend ? 4. Can you give us current numbers on CAC vs LTV ? 5. Is freemium model the long term monetization strategy ? Thank you
  - A: Dear Prospective Investors, kindly split individual questions into individual submissions. Makes it clearer for everyone. But let me tackle this as is - great questions here, thanks! 1. REVENUE 12 months revenue $225k 30 days revenue $21k Perhaps surprisingly, revenue hasn’t been our biggest priority as of yet, that will come later. Instead we prioritize stability, scalability, customer satisfaction. 2. ACTIVE USERS Monthly Active Users: ~25k Daily Active Users: ~5k TOTAL USERS: 200k+ 3. MARKETING SPEND Short Answer: $zero spent on marketing. Context of my response: Marketing = Paid Advertising To date we’ve done zero Paid Advertising. We’ve run a few small experiments, to calculate a basic CAC, but no strategic “marketing” initiative focused on user acquisition. Why? Because we had other priorities, are acquiring users through organic growth, and we haven't had budget for it, as we've not raised funds prior to this round. We will ramp marketing experiments in due course, and importantly once we've capitalised the business. 4A. CAC Short Answer: CAC = $4.98 Long Answer: We’ve not taken external funding as of yet, hence leaning on unpaid acquisition channels (namely network effects/referrals, organic search, publicity), and are yet to run extensive experiments on paid channels/CAC, intentionally deferring until we have sufficient capital to run it as an ongoing initiative. Having said that, we have run limited Facebook experiments to get a baseline CAC, which is currently ~$5. CAC typically improves over time as one optimizes and experiments across various approaches. Upon capitalizing we will allocate resources to conduct further experiments on an ongoing basis, the objective being continuous improvement and ongoing optimization of CAC. Our target CAC is $1 4B. LTV Short Answer: Premium User - 3 month = $73.81 All Users - 3 month = $3.35 Long Answer: We're not declaring victory right now on LTV vs CAC, however given the low investment in this area, we foresee considerable opportunity for upside. Our approach to this problem, at a very high level... is build a team around CAC. Build another team around LTV. Take a long-term approach. Continuous Improvement. ie: Aim to improve 1% every day in both fields. Over time, as we increase the number of both revenue and acquisition channels, we ideally have a small team, or at least an individual across each channel. Why havent' we already done this? Because we needed to do a funding round, so as to afford the human resources. Which brings us here. 5. FREEMIUM STRATEGY We are not married to a Freemium model, we consider it our MVP business model. There are multiple revenue channels we can and have been exploring. Most interesting to us is the ~$23B fertility industry which has an interest in our very specific growing audience. Think: fertility/surrogacy/gamete clinics/banks who can sell services to our audience. Also monetizing data, advertising, in-app purchases and various subscription-only services. As we put on staff, we will have team dedicated to revenue experiments whereby we exploring which of our user’s needs align with viable business models (aka: Growth Hacking).
- Q: Once more things is that what are the plans with the money you're raising? And how much you hoping to raise in this fundraising?
  - A: Minimum of $50k, but we're almost already there. Our overall target is $2M, however this will happen in stages, so the next major milestone will be $300k.
- Q: Good Concept, My wife and I are interested in investing in this company. Have concerns about your revenue projections also will like to have more information on your past year financials, interested in investing with significant amount. Thank you in advance for this information. Please like this comment as soon as you reply so it can notify on my dashboard.
  - A: Hey Donald! You can find the past 3 years of our financials here: https://dfon51l7zffjj.cloudfront.net/uploads/form_c/85866/remote_files/323609-ugyPSnRHOYxA9WcV22Zbmc69/21.12.31_FINAL_FS_JAB.pdf https://dfon51l7zffjj.cloudfront.net/uploads/form_c/85866/remote_files/261939-dIm1NqvX4pTKwxSILgWA4lEO/20.12.31_FINAL_Financials_JAB.pdf You can also find our full Form C filing with the SEC here: https://www.sec.gov/Archives/edgar/data/0001891094/000167025422000393/0001670254-22-000393-index.htm This includes the Form C, investment agreement, financials, and more. If you'd like to chat with us, feel free to set up a call during our office hours, here: https://calendly.com/justbaby/office_hours
- Q: Paul, you mention that your global audience is UK, Canada, Australia, Europe... Will the U.S. be a market your app will be allowed to be activated?
  - A: Hey Lourdes! Sorry for the confusion, but our app is already active in the US. In fact the US is our company's largest market, following by the UK, Australia and Canada.
- Q: Hi Paul, interesting and needed concept! Congratulations! I‘ve seen that you’re active predominantly in the English speaking part of the world except for Mexico. What are your plans/next steps where you want to expand? What about German speaking part of the world, Japan or Brasil?
  - A: Hi Martin, Yes, we've just signed a deal with a team who will help us localise. Specifically we'll be hitting French, German, Italian, Hebrew, Spanish, Japanese. Stay tuned for more updates on this.
- Q: Hi Paul and Just A Baby Team. Do you have any concern for legal liabilities down the road from matching persons, ie, a partner not supporting the baby being created, domestic abuse that arises from matching people et al? Secondly - what happens after a match is actually created? Is everything after that point up to the persons who match in terms of what steps to take, or do you have partner organizations you are working with to refer people to?
  - A: Hey Christopher! After a match is created, it's up to the people involved to initiate contact, set up a meet up, and if they do decide to conceive, take those next steps independently. We do recommend that any surrogates, sperm donors, egg donors or people seeking surrogacy or donor services seek legal advice prior to engaging in any activities because legislation differs from pace to place. This is in our Terms of Service policy: https://www.justababy.io/terms-of-service/ We have been engaging with lawyers and fertility clinics and hope to partner with them in due course to provide options around added layers of help/formality, for those who desire and can afford more formality.
- Q: Massive market and need (as proven by your customer growth with low CAC). My question is around exit strategy - who are the likely acquirers? Or are you going for IPO.
  - A: Hey Christine! Just a Baby would likely be acquired by a large fertility provider, or potentially the likes of Match Group or Bumble. At the heart of it Just a Baby is about people meeting like-minded people, so not too far off from a dating app in that sense. An IPO is also a possibility.
- Q: Hey Paul, Can you point me in the right direction to learn how this investment works? i.e. Do you receive shares relative to your contribution based on the $12M valuation. Assuming you hit later rounds of funding will the investment grow with the business valuation? i.e. If someone invests $10K and you get acquired at $24M, they would be paid at ~$20K?
  - A: Yes you receive shares in the company, relative to your contribution. Our lawyers are working on the final terms, and you'll have the opportunity to read and confirm them before your final commitment. But your general thinking is correct. There are additional factors in the equation, but generally speaking your math is heading in the right direction. Some examples of factors in the equation: 1. If the pre-money valuation of the company is $12M today. Then we raise $2M, then the post-money valuation of the company is now $14M. 2. Taking your example, of us being acquired at $24M... One would need to consider if there were any other raises between now and then. For example, we could raise another $5M next year, at a $16M valuation. I won't do the math here, lest i get it wrong! but such things will naturally need to be factored in. But yeah, generally speaking, you're buying direct shares in the company. The terms will be released in due course, and your investment pledge is non-binding until such time.
- Q: Since I have been a customer of the app, would I be able to invest in this process prior to the public?
  - A: Hi Qian, yes, we are ONLY inviting users of Just a Baby right now, and for the next week or so (bar a few friends and close contacts - everyone on the same terms). We WANT investment from users of the app ideally. Especially keen on female investment, because startups are typically funded by a mostly male investors. And we want a strong female presence in our investor base. So special shout out to women! (and gender non-binary), and men are still super welcome too of course.
  - A: Correct, we are inviting users of the app before we go to the general public. So you will be aware of it before the public, therefore effectively can invest before them.
- Q: Haven't seen any posts in a few years. Can the founders share a status update?
- Q: It has been a while since the company has been funded, is there any update for the shareholders?
- Q: We want to know what you see your valuation will look like in 3 years also the income and balance statements Not to say much, I think we are very much interested in this project but then we are not opting for the crowdfunding route. We were wondering if you have provisions to accept alternative financing which should save time of WAITING SO LONG for your target to be met. With that we can cover over 50% of your target raise. Kindly reach out to me at thomas@700capital.se so we discuss further.
  - A: Hi Thomas, have responded to you directly.
- Q: Hi, until when is this raise?
  - A: Hi Tal, that depends on a few factors. We have flexibility to leave it open until early 2023, but we are considering winding up sooner as we've hit profitability and may continue boot-strapping. Happy to discuss in person, just reach out. Cheers. Paul