The Hey Auntie! app is on a mission to address the growing loneliness epidemic by fostering meaningful connections between generations of Black women.
Created by Nicole Kenney, the platform provides a safe and supportive space for Black women to share wisdom, receive guidance, and build community.
Fostering Community Through Fictive Kinship
Central to the Hey Auntie! experience is the concept of “fictive kinship,” where relationships are built not through blood ties but through emotionally significant connections.
Kenney, who has long championed the power of intergenerational wisdom, describes the platform as a place where Black women can engage with both peers and elder “aunties” on a wide range of topics, from career advice to mental health and work-life balance.
In 2021, Kenney was accepted into a six-month incubator/accelerator to create Hey Auntie! for the Well City Challenge according to Black Enterprise.
The program, a social impact partnership between Independence Blue Cross and the Economy League of Greater Philadelphia, lends support to initiatives focused on health and wellness.
Kenney’s idea won first place, which included $50,000 to bring it into fruition.
The app’s features include a private Slack channel for discussions, a biweekly newsletter, expert Q&A sessions, and a 1-to-1 matching service that pairs younger women with seasoned mentors.
“Our purpose is to deliver culturally competent support that helps Black women thrive,” says Kenney according to Fast Company.”
“This influence is deeply rooted in the historical and cultural lens of the Black aunties from my West African heritage, where every child is seen as your child.”
Grassroots Growth and Future Plans
Hey Auntie! has seen steady growth since it won first place in the 2021 Well City Challenge, securing $50,000 in funding to further develop the platform.
Today, the app has over 700 members, primarily in Kenney’s home base of Philadelphia, with a growing presence across the US and even internationally.
Despite limited early marketing efforts, the platform has expanded through grassroots methods, driven by Kenney’s speaking engagements and strong word-of-mouth recommendations.
“Explosive growth isn’t our goal,” says Kenney. “We prioritize the safety and well-being of our community, ensuring Hey Auntie! remains a space free from judgment and cyber violence, especially for Black women.”
As Hey Auntie! continues to evolve, Kenney remains focused on applying to business accelerators and social impact initiatives, aiming to further solidify the platform’s role as a critical resource for Black women.
Feature Image Credit: Hey Auntie! founder Nicole Kenney
