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What if one of the hardest moments in life sparked an idea that could help thousands of families?
That’s exactly what happened to Olivia and Tanyka, sisters and co-founders of Cubbi - the UK’s first parental leave discount platform for new and expecting parents.
In our latest Igniting Change podcast, they shared the real story behind Cubbi. Not the polished startup headline. The messy, sleep-deprived, courage-fuelled version.
You can go watch the podcast below if you like, but if you opt for a read, here’s what we learned:
Where Cubbi began
Cubbi didn’t start in a boardroom. It started outside a coffee shop.
Olivia was eight weeks into life with a newborn who barely slept. Every purchase suddenly felt significant, including a £5 coffee. That single moment sparked a powerful question: why doesn’t parental leave come with the same everyday support students or NHS workers receive?
A quick phone call to her sister turned frustration into action. And Cubbi was born.
Like many founders, Olivia and Tanyka didn’t begin with funding, a team, or a polished product. They started with a self-built minimum viable product using no-code tools, months of testing and iteration, and one simple goal - see if anyone actually wanted this.
It worked. Within weeks of launch, downloads surged into the thousands after a single video explaining the idea. The emotional response from parents made one thing clear: this wasn’t just useful. It was needed.
From validation to Dragon’s Den
Momentum kept building. Then came an unexpected email. Dragon’s Den had found Cubbi.
Olivia pitched nine months pregnant, just a week before her C-section, because startup life doesn’t wait for perfect timing. After intense questioning, the sisters secured two investment offers and chose to partner with guest Dragon Susie Ma, whose own experience as a new mum meant she instantly understood the mission.
For Cubbi, this wasn’t just funding. It was validation.
What comes next for Cubbi
At first glance, Cubbi helps parents save money. But the real impact runs deeper. It’s about feeling seen during one of life’s biggest transitions. Small moments of kindness - like a free coffee on a hard day. Giving families breathing space to enjoy time with their baby. Because sometimes, tiny wins matter most.
Today, Cubbi already partners with more than 150 brands, with ambitions to expand into supermarkets, cinemas, and major retailers so parents can rely on Cubbi for everyday life - not just baby essentials.
Next comes scale: preparing for the surge of attention from Dragon’s Den, investing in smarter and more personalised experiences, and growing brand partnerships nationwide. In short, this is only the beginning.
Olivia and Tanyka’s journey proves something simple but powerful. You don’t need perfect conditions to start. You just need to start. Press the big green button. Stay persistent - even when it’s uncomfortable. Because progress beats perfection every time.
At 3 Sided Cube, we partner with organisations using technology to change lives. Cubbi is exactly that kind of mission - human-first, impact-driven, and built to make a real difference. We’re incredibly proud to be part of the journey.
Here's the full podcast transcript
Puff:
Amazing. Ladies, would you like to introduce yourselves and tell us who you are and who you’re representing today?
Olivia:
Yeah. I’m Olivia, and I’m a co-founder of Cubbi.
Tanyka:
And I’m Tanyka. I’m also a co-founder of Cubbi—and Olivia’s sister. Cubbi is the UK’s first parental leave discount platform for new and expecting parents.
Puff:
Let’s dive in. How did Cubbi come about? It’s quite rare to hear about two sisters founding a company together.
Olivia:
Absolutely. We came up with the idea when my firstborn was eight weeks old. I hate to say this, but he was a really difficult baby. He was up every hour at night and crying what felt like 23 hours a day. I was always the mum in the coffee shop bouncing the baby while everyone else was sitting down. I was really going through it—I was in the trenches.
There was one day when I was walking into my favourite coffee shop. There was a massive queue, everything felt like it was going wrong, and the door slammed in front of me. I finally bought a coffee and it was £5, and I remember thinking, this is a significant proportion of my budget right now. I’d been coming to that coffee shop for a decade, and I felt like I deserved a free coffee.
That’s where it started. I thought, why doesn’t something like student discount or NHS discount exist for new parents? I called Tanyka from the pavement outside the coffee shop and said, “Why isn’t this a thing?” We both started frantically Googling and searching, and it just didn’t exist. So we said, we have to do this.
That was the moment the idea began. But I think Tanyka’s role—she’ll explain—was what actually pushed us to do something about it.
Puff:
So Olivia, you’re on maternity leave with an eight-week-old baby during a really stressful period. Tanyka, what were you doing when you got that call?
Tanyka:
I was in a very different place. I don’t have children, and I had just moved to London for a new job. I was living on my own and going through a big transition in my life too.
I had started working at a bank that invests in startups and small businesses across the UK. Through that experience, I was exposed to lots of stories about people starting and growing businesses. Olivia and I had always been interested in business ideas—we’d come up with ideas, design logos, and write business plans—but we never pressed go.
I think we always believed the people who start businesses are smarter, richer, or more capable than us. But in that job, I realised the real difference is that they simply start. So when Olivia came to me with this idea, I knew this was something we needed to do right now. We couldn’t let another good idea pass us by.
Puff:
So what happened next? You decided this was it—how did you actually bring it to life?
Tanyka:
We’re both quite risk-averse, and female founders often are. I didn’t feel comfortable throwing lots of money at building a platform straight away or paying someone else to figure it out for us.
So we spent three or four months writing a proper business plan and working out exactly how we would do it. At the same time, I started experimenting with no-code app builders to try and create the first version myself.
The thinking was simple: if we could launch something basic and see whether people actually wanted it, then we could grow from there. We didn’t want to invest loads of money into something fancy that might fail.
Puff:
And you’re not a developer by trade, right? So learning all of that must have been intense.
Tanyka:
Yeah, it was honestly one of the most frustrating six months of my life. Olivia had no idea how difficult it was, so she’d come back and say things like, “The logo is one centimetre off-centre,” and I’d want to throw my laptop at the wall.
The first two months were the hardest. I tried about fifteen different tools to find one that could do what I needed but was still simple enough for me to control. Some low-code tools were too advanced, and some no-code tools couldn’t do enough. It took a lot of testing to find something workable.
Eventually, we built something really simple. People could register, upload proof, get manually verified, and then access a list of brands with links. It wasn’t glamorous at all, but it did the job of testing whether the concept worked.
Puff:
So you launched it into the world. What happened?
Olivia:
Within about two weeks, we posted a video of me holding my son and explaining the experience I’d been through and why we were building Cubbi for parents like me. It just went crazy. We had thousands of downloads in the first month.
We started receiving messages from people who were so emotionally invested in what we were building. One woman even said she was going to have more babies because Cubbi existed. That validation showed us people genuinely needed this.
But the app we built wasn’t scalable. We’d used expensive tools and quick fixes. So we knew we had to invest properly and build a real app that could support the people who wanted it.
Puff:
So you had this working MVP out in the world, and you realised you needed something stronger—better foundations. What was your next step? Did you go to an agency, a freelancer… how did you move forward from there?
Olivia:
We started by looking at freelancers. The impact we were having at that point was already far-reaching. A woman emailed us saying she’d seen what we were building, that she ran a small freelance company, and that she’d love to help with the app if we needed anything.
That’s actually been a recurring theme throughout this journey. We constantly have people—UI designers, developers, all sorts—reaching out asking how they can support us because they believe in what we’re building.
Her message just really showed that she understood the mission. When we spoke, I knew we had to work with her team. Through the investment process, we’d also realised that not everyone immediately understands what we’re doing—especially in spaces that can feel like a bit of a boys’ club. So finding someone who truly got it felt incredibly important.
Puff:
It’s amazing. And I’ll be honest—I have three kids, and maternity leave can be an incredibly hard time, whether you’re a mum or a dad. It’s such a huge life adjustment, and I think it’s difficult to understand unless you’ve lived it.
Olivia:
Exactly. For me, that moment in life was completely life-changing. There’s the physical side, the emotional side, and then the financial pressure layered on top. Feeling guilty about buying jeans, feeling guilty about buying a coffee—those things add stress to what should be a really special time.
People always say, “You’ll miss this stage, enjoy it.” But how can you enjoy it when you feel like you’re in the trenches? I know a lot of parents feel that way.
If I’d felt a bit more seen—if my favourite brands or coffee shop had offered something small, like a free coffee or a discount—it wouldn’t fix everything, but it would brighten the day. That’s what we’re trying to do.
Puff:
And those random acts of kindness really stay with you. When someone helps in a small moment, it creates this overwhelming sense of gratitude. That’s what Cubbi is doing, but at scale—with brands.
Olivia:
Yes, and there’s also value for brands. Some people ask why brands would offer discounts. But we’re helping them connect with parents at one of the most pivotal moments in their lives.
If a brand supports you when you feel lost or overwhelmed, you become a customer for life. One stat we always talk about is that mums control 85% of household spending. Dads are absolutely welcome on Cubbi too—but that insight shows how powerful this moment is for brands.
Puff:
Let’s step back again. You had the MVP, you worked with freelancers, and then… I heard you mention dragons earlier. That makes me think Dragon’s Den. How did you go from a working product to national TV?
Olivia:
We launched the product in February. A few months later, I got pregnant again—after everything I’d told you about the first time. Thankfully, this baby was much calmer!
When I was about six months pregnant, I received an email from someone at Dragon’s Den. I honestly thought it was spam and ignored it. They emailed again… and again… and by the fourth email I finally checked properly and realised it was real.
We went through due diligence, which was incredibly intense while pregnant and caring for a toddler. Then, a week before my due date—just before my scheduled C-section—we pitched in the Den. I was nine months pregnant.
Puff:
That’s unbelievable. Had you pitched to investors before?
Tanyka:
We’d done some pitching, but nothing like that. You’ve got the dragons, the cameras, the lights, makeup—it’s a full production. It was intense, but the welfare team were amazing and looked after Olivia really well. Overall, it was actually a really positive day. And Olivia absolutely smashed it.
Puff:
How long were you in there? And what happened?
Tanyka:
It felt quick, but I think it was probably around one and a half to two hours. You do the pitch, then there’s a long back-and-forth of questions. Even when they like your business, they challenge you hard.
We had some entertaining moments too—like being asked whether we should start a magazine instead. But overall, the feedback was constructive and positive.
Most importantly, we received two offers. And we accepted one.
Puff:
Going in, were you hoping for a specific dragon? Or just investment in general?
Olivia:
We thought about how each dragon could support us. Money matters, of course—but mentorship, contacts, and guidance as first-time founders mattered just as much.
The dragon we partnered with truly understood the vision. That connection was more important than anything else.
Puff:
Can you tell us who it was?
Olivia:
Yes. We partnered with Susie Ma.
We actually received offers from both Deborah Meaden and Susie Ma, which was incredible. But Susie just got it. Her daughter was six months old at the time, and she even became emotional during the pitch. She understood the community we’re building—and community is exactly what she excels at. She was the perfect partner for Cubbi.
Puff:
What happens after you accept investment—especially when you’re nine months pregnant?
Tanyka:
Susie immediately supported us. She set up a WhatsApp group within a week and told Olivia to focus on having the baby while everything else progressed.
Olivia:
I even had a meeting the day before my C-section because I just wanted to keep going. But yes—the first real step was having the baby.
Tanyka:
After that, we focused on scaling. Improving AI verification, preparing the platform for growth, refreshing the brand, strengthening PR—making sure we were ready for the huge attention that comes with Dragon’s Den.
I also left my full-time job to work on Cubbi full time. That was terrifying, because I’m naturally risk-averse. But I knew I’d regret not doing it.
Puff:
You mentioned earlier that you’re both quite risk-averse. And yet, you’ve done something incredibly bold. You built your own app, validated the idea, worked with freelancers, and now you’re working with an agency and scaling with investment. You must have learned a huge amount—technically, commercially, and personally.
Olivia:
Absolutely. Before we started this, we always felt like starting a business was something other people did. But through this journey, I’ve realised something that sounds cheesy but is completely true—you really can do anything if you commit to it, stay persistent, and keep going.
Yes, we’ve learned technical skills and business skills. But the personal growth has been the biggest change. I keep saying to Tanyka that it’s been insane. We’ve just stood in front of the dragons and done that. Once you’ve done something like that, it feels like you can do anything.
Puff:
And what about you, Tanyka? What’s been the biggest learning from your side?
Tanyka:
For me, it’s been a mindset shift. I spent my whole career in corporate environments where it’s all about how you present yourself in meetings and offices. Now it’s much more about just going for things directly. I’m not sure I could ever go back to a traditional corporate setting after this.
From a product perspective, I think the way we approached it was right. We went slowly, tested everything, validated demand, and kept improving. The product we’re launching around Dragon’s Den is much better than the one we had at the beginning of 2024—but it’s still not where we ultimately want it to be.
We have so many ideas for where Cubbi can go next. It goes far beyond discounts. We want it to be smarter, more personalised, making recommendations and supporting parents in deeper ways. Dragon’s Den is a huge opportunity—but it’s really just the start.
Puff:
I think it’s so important for people to hear the reality of journeys like this. Social media can make success look instant, but it takes years, setbacks, and a lot of hard work. It’s rarely linear.
What stands out to me is that you didn’t let perfection stop you. You validated the idea first, then improved step by step. That’s such an important lesson for founders.
Olivia:
Exactly. When we launched, it felt like a no-brainer to me—but I’m sure lots of founders feel that way about their ideas. So we needed to verify whether people actually wanted it.
When we saw the overwhelming response, we knew we had to keep building. And we’ve kept building in public—listening to users, running surveys, speaking directly to parents, and shaping Cubbi around what they truly need.
It’s scary to build something so openly. But we want to make sure we’re creating the right thing for the people we’re serving. That’s the only way this works.
Puff:
Since Dragon’s Den, has the pressure increased?
Tanyka:
Yes—though interestingly, less from the investment itself. Our relationship with Susie is incredibly supportive, and she understands exactly where we are in the journey.
The real pressure comes from the moment the episode airs. Suddenly, huge numbers of people will look at the app and website. Expectations rise. And while we’ve reinvested everything carefully, investment money doesn’t magically transform everything overnight.
We’re also comparing ourselves to platforms that have existed for 15+ years with huge teams—whereas Cubbi is still just the two of us. So yes, there’s pressure. But it’s the kind that pushes you forward.
Olivia:
And we’re also just naturally never satisfied. In our original business plan, we thought we might have five brands in the first year. Now we have more than 150—and we still want more, because we know parents need more. That’s the journey we’re on.
Puff:
What’s it been like working together as sisters while building a business? That must bring its own challenges.
Tanyka:
It definitely hasn’t been plain sailing. We’re very close, which makes it rewarding—but also intense. You realise quickly that the version of someone you know as a sibling isn’t the same as the version of them at work.
We had to learn how each other works, how to give feedback, and where boundaries sit. In corporate settings, feedback is often softened. When you work with family, feedback can be very direct—which isn’t always helpful in the moment.
But over time, we’ve figured it out. We understand each other’s strengths now, and we work much better together.
Olivia:
And for me, it’s also about culture. We both spent more than a decade in corporate environments where you don’t always feel like you can be your full self. With Cubbi, we want to build something different.
We want honesty, speed, and openness. If something’s wrong, we say it quickly—because tiptoeing around problems is expensive in a startup. That honesty is part of how we move forward.
Puff:
That resonates a lot. Honest, respectful, fast feedback is essential in any strong team—whether in business, sport, or even family life.
So looking ahead, where is Cubbi going next? What does the future look like?
Tanyka:
2026 is going to be a huge year. Dragon’s Den airing early in the year gives us momentum straight away, rather than waiting in limbo.
Our focus is reinvesting into the platform—making it more engaging, easier to use, and full of the brands parents truly want. We know users will come. Our job is making sure everything they need is ready when they arrive.
Puff:
You’ve also had some viral traction on TikTok recently, right?
Tanyka:
Yes—Olivia’s face has been everywhere on TikTok. I joke that I’m constantly making her film content, but it works. The demand is clearly there.
Puff:
And with over 150 brands already, how do you think about future partnerships?
Olivia:
I’m incredibly proud of the brands we’ve brought on so far. We recently partnered with Boston Tea Party to offer free coffee to new parents nationwide—which feels very full-circle given where the idea started.
We also work with brands like Adidas, Tommee Tippee, and Crocs. Long-term, we want Cubbi to be something parents rely on across everyday life—major retailers, supermarkets, cinemas, everything.
Right now, we’re focused on national, recognisable brands so parents immediately see value. Later, we want to support smaller and local businesses too. But first, we need that strong foundation.
Puff:
For anyone listening who might want to partner with Cubbi—or knows a relevant brand—this feels like a huge opportunity to be part of parents’ lives at a meaningful moment.
Before we wrap up, what’s one piece of advice you’d give to someone sitting on a business idea right now?
Tanyka:
Press the big green button. Just start.
Olivia:
And be persistent. Keep going, even when it’s uncomfortable or feels awkward. I’ve contacted thousands of brands. It’s not glamorous—but that persistence is what separates people who succeed from people who don’t.
Puff:
That tenacity really matters. And honestly, what you’ve already achieved—building a product, validating demand, securing Dragon’s Den investment—is incredible. But it’s clear this is only the beginning.
I’d love to reconnect in six to twelve months and see where the journey has taken you next.
Congratulations to both of you. On behalf of everyone at 3 Sided Cube, we’re proud to work with you and excited for what’s ahead.
Olivia:
Thank you so much.
Tanyka:
Thank you.
Published on 6 February 2026, last updated on 6 February 2026