A psychology graduate who stumbled into modelling by posting self-made images online, Jada spent a decade challenging what the world said a woman should look like. First size 16 model on ASOS. First size 16 woman on the cover of Women’s Health. Campaigns for L’Oréal, Adidas, Tommy Hilfiger. UN Women UK Ambassador. She built an audience of hundreds of thousands not by fitting in — but by refusing to. For ten years she pushed one idea: that beauty was never theirs to define.
The twins arrived. So did the reality of running a career, a home, and two new lives simultaneously. The mental load wasn’t a concept anymore. It was every morning.
Hundreds of working mothers, one conversation on repeat: too much to hold, not enough hours, no tool built for any of it.
The mental load was universal. The solutions were scattered, manual, and built for someone else.
An AI that reads your life, organises it, and surfaces only what needs you.
The first women in. Feedback brutal, product sharper for it.
Ten years into her career, Jada became a mother. And like hundreds of thousands of women before her, she found herself navigating something nobody had properly named — the second shift. The career. The home. The children. The mental load of remembering everything, organising everyone, and still showing up fully in her own life.
She started CEO Mum to talk about it honestly. And in those conversations — hundreds of them, with working mothers across the UK — a pattern emerged. The mental load wasn’t just hard. It was structurally unsupported. No tool existed for the way these women actually lived.
Mother came directly from that research. Not from a whiteboard — from the women who needed it. Jada leads its vision, brand, and strategy, and is the first user who genuinely needed it to exist.
Paul spent decades building mission-critical infrastructure for the world’s leading investment banks — systems where precision and security are of utmost importance. Now he brings that same rigour to Mother.
He understands that the parents using Mother are handing over their time, their family’s information, their daily lives.
Every piece of data you share with Mother is built on the same standards demanded by the world’s leading financial institutions. Secure by design. Reliable by default.
Hands-on across AI architecture and development — he is the reason Mother works as well as it does.
BSc Computer Science, University of Edinburgh. Based in London.