Huckleberry Labs

About Huckleberry Labs

Huckleberry Labs offers a mobile application designed to assist parents with their children's sleep and other developmental challenges. The company was founded in 2016 by Jessica Toh and Seng Oon Toh after they personally experienced the difficulties of sleep deprivation with their first child. Jessica Toh, the CEO, holds a triple-major in EECS, Math, and Statistics from UC Berkeley and an MBA from the University of Cambridge, a background that informed the data-centric approach of the company. Her husband and co-founder, Seng Oon Toh, serves as the CTO.

The business operates on a freemium model, providing a suite of free tracking tools and offering paid subscriptions for advanced features. The core of Huckleberry's platform is an application that allows parents to log various activities, including sleep, feedings, diaper changes, medication, and growth metrics. A key feature, particularly for premium users, is the "SweetSpot®" predictor. This predictive algorithm analyzes an individual child's sleep data, along with millions of data points from other users, to forecast optimal nap times, aiming to prevent overtiredness. For users seeking more personalized guidance, Huckleberry provides custom sleep plans developed by a team of pediatric sleep experts, augmented by AI. The AI generates an initial plan based on over 50 metrics, which is then reviewed and refined by a human expert, significantly reducing the cost compared to traditional sleep consultants.

The company targets parents of children from newborns to five years old, aiming to make expert advice more accessible and affordable. Revenue is generated through tiered monthly and annual subscription plans—Plus and Premium—which unlock features like the SweetSpot® predictor, schedule creators, and custom sleep plan analyses. To broaden accessibility, the company also implemented a "pay what you can" program. Huckleberry has secured significant venture capital, including a $12.5 million Series A round in November 2021, to expand its team and invest in research and development for new areas like tantrums and language development.