Built for the ones who do it all.
About us
The people behind Kina
The people spending on kids, planning for kids, and raising kids. This is who Kina is for.
Our story
Why we built Kina
I spent a decade in fintech building financial wellness tools for working Americans. 90% of the people we served were women. Most of them were moms. Somewhere along the way, I became one myself.
And suddenly, I saw what the financial industry had missed. So much of motherhood is spending, planning, remembering, coordinating, and making it all happen for everyone else. Yet almost nothing was designed to recognize the mom behind it all.
So I decided to build one.
"Motherhood isn't just a life stage. It's a financial identity. And it deserves a financial system built around it."
Ennie Lim
CEO/Co-Founder
The mom economy
Moms run an entire economy hiding in plain sight.
Every day, moms decide where families live, learn, and spend, managing the money, time, and choices that keep a household moving.
Treat a household like the small business it is, and the math changes.
This is a trillion-dollar economy with moms at the center, yet the systems around us were never designed to recognize our economic power.
It’s time they did.
The disconnect
What we believe
Motherhood should create value for moms, too.
Moms spend an extraordinary amount of money, time, energy, and attention raising families. And while we’re told that work is invaluable, very little tangible value comes back to us.
We believe it should.
Your spending
should work harder for you.
Your role
in your family's financial life should be recognized.
The value you create
should create value for you, too.
More rewards for what you’re already spending.
More support for everything you’re managing.
More value coming back to you.
Who's behind Kina
We’re building the company we wish existed for our families.
Built by families
Kina is built by parents, operators, and technologists who believe the Mom Economy deserves products designed around the way families actually live.
The people behind more life back.
Our partners
Built with the best.
The investors and institutions helping us build a new rewards economy for moms.
