Episode 45: Aileen Kelly and Felicia Kashevaroff

Caregiving: The Invisible Career Pivot

Aileen Kelly and Felicia Kashevaroff Tend App

Aileen Kelly and Felicia Kashevaroff hope to change the stigma at-home caregivers routinely face through their app and platform. Lifelong friends, these women were able to stay home after their children were born. Like many stay-at-home caregivers, they felt their work was invisible, undervalued, and unappreciated. 

Kelly and Kashevaroff created Persistiny, a web platform to address the inherent inequality of at-home caregivers. Check out the hundreds of articles encouraging women to speak about their experiences with other women and their partners. 

The duo then created a revolutionary app. Tend is a task manager and journal. Its purpose? To promote self-care, acceptance, and an open and honest dialogue around caregiving. Kelly and Kashevaroff hope that journaling will enable caregivers to realize just how much they do. As well as this, the women hope to use the data from the app to understand user pain points even better.

Key Moments

  • 05:23 — After a candid discussion of parenthood including how to deal with your infant resembling Winston Churchill, Kashevaroff reveals how Persistiny was born.
  • 9:19 — “If the unpaid work that women did each day was counted, it would account for $4.3 trillion of the GDP. Currently, it is not counted at all. That’s the largest economic segment of any industry,” cites Kashevaroff as she discusses the motherhood penalty.
  • 11:36 — How can men play a role in eliminating the motherhood penalty?
  • 17:41 — If you have felt penalized by your employer’s family leave policy, or if you had to leave the workforce because it was too difficult to juggle, learn how Tend can help.
  • 21:25 — Men are contributing more than ever to household and parenting duties. Do they need to be constantly thanked for doing their fair share? 
  • 26:00 — “Forty-three point five million U.S. adults provided unpaid care to an adult or a child in the prior 12 months.” It’s not just about child-rearing — listen as our guests discuss the need for data-driven care profiles.
  • 30:10 — Half of the population (men) are “culturally locked out” of caregiving. Listen and find out how this impacts choices when a baby comes into the picture. What can women do to help men?
  • 35:30 — Forty-three percent of women leave the workforce for an extended period of time to care for loved ones. With the data gathered from Tend, Kashevaroff explains how academics and human resources companies will benefit from the app’s data.
  • 40:16 — Kelly and Kashevaroff discuss what it’s like to hire someone to build an app, and how a simple prototype can yield so much knowledge about your customer base.
  • 44:24 — Kelly talks about the demographic for Tend. Spoiler alert: You don’t have to be a mom!
  • 51:05 — What women would Kelly and Kashevaroff choose to replace George Washington on the $1 bill?