For Immediate Release

Betteroo Launches: A Parent-First Reimagining of the $17B Baby Sleep Industry

NEW YORK — November 18, 2025 — Today marks the public launch of Betteroo, an AI-guided sleep coaching platform built on a single philosophical reversal: it starts with how the parent is doing, not the baby’s wake windows. Founded by Rachel Rothman, former Chief Technologist of the Good Housekeeping Institute, Betteroo enters a $17B baby sleep category that has historically optimized for infant schedules — and treats the depleted caregiver as the primary user instead.

Where traditional sleep consulting costs $400–$600 per engagement and centers the baby’s wake-and-feed math, Betteroo costs $1 per day and centers the parent’s capacity, then designs the plan around it. Available 24/7, medically reviewed, and translated into small, doable steps that adapt when real life gets messy.

Betteroo’s approach is grounded in a cross-disciplinary advisory team spanning developmental psychology, clinical social work, and pediatric medicine. The platform’s daily experience pairs evidence-based sleep guidance with structured tracking — sleep, feeding, and developmental milestones — and a personalized content library that adapts to the household’s actual situation: single parent, co-sleeper, returning to work, second child, sensory differences.

The launch coincides with the first wave of data from the Betteroo Sleep Assessment, which has now been completed by more than 7 million parent engagements across 107 countries. Findings from the first 52,642 completed assessments will form the basis of the forthcoming State of Parent & Baby Sleep 2026, the largest survey of its kind on the help-seeking moment.

Betteroo’s founding team includes Rachel Rothman (former Chief Technologist, Good Housekeeping Institute; children’s science author; former ASTM committee member); Dr. Meidad Greenberg, MD, Pediatric Medical Advisor (board-certified pediatrician and pediatric nephrologist, fellowship-trained at Albert Einstein College of Medicine and Children’s Hospital at Montefiore); Ellen Reisel, developmental psychologist; and Jennifer Jaye, LCSW, clinical social worker specializing in sensory and behavioral differences.

Every parent who has come to us has been told, in some form, that they are doing it wrong. They are not. The industry has been pointing the flashlight at the baby for thirty years. We are turning the flashlight around. — Rachel Rothman, Founder, Betteroo

About Betteroo

Betteroo is the first sleep coaching platform built for the parent, not just the baby. Founded by Rachel Rothman, former Chief Technologist at the Good Housekeeping Institute, Betteroo translates evidence-based sleep science into small, doable steps that adapt when real life gets messy. Every interaction begins with how the parent is doing, then builds a personalized plan grounded in developmental psychology, clinical practice, and pediatric medicine. Betteroo has onboarded more than 52,000 parents across 107 countries. Learn more at betteroo.ai or take the free 3-minute quiz at quiz.betteroo.ai.

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