The Moterssori-inspired childcare center Brella employees watch over children while parents can balance their jobs.

Playa Vista Childcare Center Brella Raises $5 Million, Eyes New LA Locations

When Darien Williams and Melanie Wolff opened Brella, their Montessori-inspired childcare center, in Playa Vista in 2019, they were inspired by the likes of WeWork and SoulCycle, which had multiple locations and easy-to-use apps for scheduling meetings and workout sessions. The pair found that parents juggling hectic day jobs with their children’s preschool schedules were drawn to a tech-enabled, more flexible way to schedule childcare for their kids.


“The current system can be really punitive to [parents] because it forces them to pay for and schedule childcare that they don't always need, or to schedule childcare that doesn't actually support the workdays that they need to have," Wolff told dot.LA.

Months later, the coronavirus pandemic forced Brella to shut down. But rather than shuttering their company for good, the co-founders saw that the pandemic’s new work-from-home paradigm only exacerbated the need for flexible childcare options. Brella reopened in June 2020, and today serves roughly 400 families whose kids, aged 3 months to 6 years, attend the Playa Vista facility for an average of four-to-five hours a day and twice per week.

On Tuesday, Brella announced a $5 million seed funding round that will allow the startup to open more facilities—it plans to expand to Hollywood and Pasadena by the end of this year—and improve its technology. The funding was led by Newport Beach-based Toba Capital and Brentwood-based Halogen Ventures, and takes Brella’s total amount raised to date to $8 million.

Brella\u2019s Playa Vista-based childcare center lobby. Brella’s Playa Vista-based childcare center lobby.

“What we found is that even pre-pandemic, and now especially post-pandemic, families' work lives are really dynamic; they're not always working this 9-to-5, Monday-through-Friday kind of role,” Wolff said. “Sometimes their childcare needs can vary day-to-day, week-to-week, and even month-to-month.”

Brella is part of a growing industry of childcare startups leveraging technology to help families find childcare solutions. Its ranks include San Francisco-based Wonderschool, which helps families start their own preschools or daycares, and New York-based Otter, which allows parents to crowdsource babysitting resources from other parents.

Through Brella’s app, parents can create a profile, upload necessary forms and documentation, and book times to drop their children off at the childcare center for a minimum of three hours. Brella offers different pricing packages depending on how far in advance parents want to schedule childcare and how often they need it.

As a licensed preschool, the curriculum that Brella teaches its pupils is inspired by progressive child development philosophies like Montessori, RIE and Reggio Emelia. The curriculum is adapted to how much time each child spends at the school; Brella’s educators create “projects and learning opportunities that can engage a child that might be here for the very first time, or is coming three days a week this week and five days a week next week,” Williams said.

https://twitter.com/KeerthiVedantam
keerthi@dot.la

Subscribe to our newsletter to catch every headline.

Cadence
Image courtesy of Shutterstock

The age of the creator is upon us.

After years of gaining momentum, the creator economy has gone mainstream. Payment processing platform Stripe estimates the number of individuals who now see themselves as full-time “creators”—those who use online tools to sell digital content—grew 48% in 2021, while earnings across the industry are expected to soon eclipse $10 billion.

Read more Show less
Jolene Latimer
Jolene Latimer has her Master of Arts in specialized journalism and writes about sports, entertainment and personal finance.

Pejman Nozad, a founding managing partner at Pear VC, joins this episode of LA Venture to discuss Pear VC's current initiatives, including its accelerator and fellowships. He's seen as one of the most successful angel investors in the area, and for good reason: he has made more than 300 investments in his lifetime.

Read more Show less
Minnie Ingersoll
Minnie Ingersoll is a partner at TenOneTen and host of the LA Venture podcast. Prior to TenOneTen, Minnie was the COO and co-founder of $100M+ Shift.com, an online marketplace for used cars. Minnie started her career as an early product manager at Google. Minnie studied Computer Science at Stanford and has an MBA from HBS. She recently moved back to L.A. after 20+ years in the Bay Area and is excited to be a part of the growing tech ecosystem of Southern California. In her space time, Minnie surfs baby waves and raises baby people.
RELATEDTRENDING
LA TECH JOBS
interchangeLA