Titi, the childcare resource you’ve always wished for, is here to help
Photos courtesy of Zoila Darton. Darton family photo below by photographer Christopher Fenimore.
Meet titi
A brand new app designed by North Fork mom, Zoila Darton, to connect families with caregivers and caregivers with families.
“From a technical standpoint, titi is an app created by parents to connect families and caregivers based on shared values,” said Zoila. “We measure emotional intelligence, communication, and discipline styles to create a full-scope profile assessment, in hopes of creating stability and longevity for families and caregivers alike. We know that when families are supported, parents thrive and children feel stable. To accomplish this, both parties need the tools to properly communicate their needs. We’re starting a care revolution!”
Zoila, a native New Yorker who currently lives on the North Fork with her family, is an award-winning Creative Director and founder of a creative agency that supports corporate brands and small businesses with creative strategy, video production, experiential events, social media, and marketing strategy.
After a stressful experience of having her daughter three months early and enduring a two-month NICU stay, Zoila turned to her best friend, who stepped in to support her and her family during that time.
“After my second was born three months early, our journey to feeling safe and secure was long, hard, and filled with emotion,” said Zoila. “If it weren't for my best friend Chelsea, who stepped in to support us during a harrowing two-month NICU stay, I'm unsure where we'd be as a family. This experience, coupled with some really challenging childcare hiring and firings, brought me to this place.”
Titi, now in Beta, is currently free to use for caregivers and families, but will eventually charge a small fee. Founding users will be grandfathered into their membership for life.
“I realized that so many families are functioning in survival mode and that the idea of hiring is not only a massive job in itself, but it’s often a job with an unknown job description and an evolving goal post for success,” Zoila shared. “When a care system is disturbed, it causes a ripple effect: parents are forced into a new search, causing immense stress. Children lose a sense of stability, which can lead to dysregulation in the home, and caregivers lose financial means, which we all understand is a nightmare.”
Read on to learn all about titi and what you can look forward to through this much-needed app.
Why “titi”?
Zoila: Titi is the Latin term for aunty. And in Latin cultures, well, most cultures, the titi or the aunty is like a second mom. So, at its core, titi is inspired by the way we show up and support mothers and children.
What do you hope titi can provide?
Zoila: Our hope is that we can provide both caregivers and families a soft place to land. For families to understand what they truly need and how to hire for that. And for caregivers to feel valued, respected, and free to self-advocate in a productive manner, while in a professional setting. At the end of the day, we’re all human, so it's important for us to see humanity in this process. Our kids depend on it.
I see titi as a revolutionary platform designed to connect families with compatible caregivers and enrich local resources. This is the care ecosystem reimagined for the world we live in today.
What types of care exist through titi?
Zoila: You can find date night sitters, after-school pick-up, or long-term. Find someone last-minute or use our new job listing feature, so families can create specific calls to action and receive applications. You can also find kid-friendly resources like daycares, enrichment activities, and family-friendly restaurants.
Why should local families trust titi?
Zoila: We are small, private, and vet all our caregivers; however, you can go as far as to request a background check or see a caregiver’s certifications. But at this stage, titi is very much word-of-mouth, so we’re about one degree of separation from each caregiver.
How do you go about vetting caregivers?
Zoila: Most caregivers come recommended from the community. We have sitters and nannies who come highly recommended, in addition to au pairs. However, we have a process for third-party applicants to include as much detail as possible, in addition to their certifications and background checks. But, like any matchmaking platform, we expect families and caregivers to use discretion when hiring.
Why should local families sign up?
Zoila: We make it really easy to find support with extensive profiles and availability right in the app. We’re doing rigorous outreach to build a roster of amazing care right here on the North Fork and NYC. We also offer special events, resources, and giveaways to our community.
Get titi
Families and caregivers looking to get the app can go to www.titiknows.app to request access. Since the app is currently private, once you request access, Zoila will reach out to onboard you. Once you’re in, you’ll have access to all of titi’s extras and full support from the titi team.