Dr. Becky Kennedy has built Good Inside, a parenting advice business, into a $34 million-a-year company since launching on Instagram during the COVID pandemic. The profitable venture generated nearly 50% revenue growth year-over-year and employs over 60 people. Kennedy's approach treats parenting as leadership, offering digital memberships ($23.25-$28 monthly) that include workshops, video content and community support. The platform surpassed 100,000 subscribers in Q3 last year and features an AI chatbot called GiGi for personalised parenting guidance. The company raised $10.5 million from investors including Inspired Capital in 2023 and is otherwise bootstrapped. Kennedy, who has 3.4 million Instagram followers, defends charging for parenting support by comparing it to executive coaching, suggesting criticism carries hints of misogyny around maternal instinct expectations.