About Emmie
We are building the family assistant we wish we had. Not another app to manage — a conversation that manages everything.
Modern families are busier than ever. Between school schedules, meal planning, homework, doctor appointments, extracurriculars, and keeping the house from falling apart, parents are drowning in logistics. Every "helpful" app adds another notification, another login, another place to check.
Emmie takes the opposite approach. Instead of another app, Emmie is a Family Operating System. Open tryemmie.com or text (877) 703-6643 and tell Emmie what you need. Four pillars power everything: family orchestration, a living calendar, a unified inbox, and smart meal planning.
Need meal planning? Emmie handles it. Schedule conflicts? She spots them before they happen. School emails piling up? They're summarized and actionable. You never need to manage the system. Just talk to Emmie like you would a friend, and she figures out the rest.
And because not everyone texts, Emmie works on 6 channels: SMS, WhatsApp, Telegram, GroupMe, Voice, and the web dashboard. Pick the one that fits your moment.
Why we built Emmie
Emmie started with a simple observation: the families we knew were smart, organized, and still overwhelmed. Not because they lacked tools — but because they had too many. A calendar app here, a meal planning app there, a family chat group, a shared note, a fridge whiteboard, and a pile of school flyers on the counter.
We asked: what if a family could just talk to one assistant who understood them? Who remembered that Jake is allergic to peanuts, that soccer is on Thursdays, and that Grandma's birthday is next week? Who could connect the dots between a school email and a calendar event, between a meal plan and a grocery list?
That question became Emmie. We built her to be the invisible conductor behind a well-run family — the assistant who handles coordination so parents can handle connection. Not another app. A conversation.
Our mission is simple: give every family an extra hand. Less time managing logistics, more time being together. That is what Emmie does.
What we believe
Family first
Every feature is designed for real family life. The messy, beautiful, never-boring reality of raising kids and running a household.
One conversation
No more juggling 12 apps. One Family OS that handles calendar, inbox, meals, and everything in between.
Instant, not eventual
Emmie responds in seconds. Not "processing your request." Not "please wait." Seconds.
Private by design
Your family data stays yours. Encrypted, secure, and never sold. We make money from subscriptions, not your information.
The team
Parents and builders, making the family tool we always wanted.
Manuel Zamora
Product
Manuel leads product vision and strategy at Emmie. A builder at heart, he is obsessed with removing the friction between families and the tools that are supposed to help them. Before Emmie, he spent years building products that make complex systems feel effortless.
Jessica Shelley
Operations
Jessica runs day-to-day operations and hosts the Emmie podcast. As a mom herself, she brings the lived experience that keeps Emmie grounded in real family needs. She ensures every aspect of Emmie works as beautifully in practice as it does in concept.
Scott Guttenberger
Marketing
Scott leads marketing and brand strategy. He is responsible for making sure families who need Emmie can actually find her. His background in digital marketing and storytelling drives the voice and reach of the Emmie brand.
Jeff Hindenach
Growth
Jeff drives growth and user acquisition. He focuses on the channels, partnerships, and strategies that bring Emmie to the families who need her most. His data-driven approach ensures every growth initiative delivers real results.
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