Hiring platform start-up for stay-at-home moms rebrands to ‘Modern Working Moms’
The company, founded by Kimberly O'Neal, was formerly known as Modern Day Stay at Home Mom (SAHM).
A start-up in Knoxville focused on connecting stay-at-home moms to gainful and meaningful employment has rebranded to ‘Modern Working Moms.’ Additionally, it has shifted the structure of the connection platform by providing blueprints for job positions and automatic matching as opposed to a traditional search-based job-connection site like LinkedIn or Indeed.
In February of 2024, Teknovation sat down with Kimberly O’Neal for the first time. She was a stay-at-home mom in Halls who started to see the light again after struggling with a season of post-partum depression. For her, the saving grace was getting back to the workplace, but in an unconventional way. She was balancing being a stay-at-home mom who also worked part-time remotely.
O’Neal had the idea to help other moms get connected to remote opportunities. She reached out to the Halls community to gauge interest and could not have predicted the overwhelming community support. Within a couple of months, she had a Facebook community of about 2,200 moms. By August 2025, the number had grown to approximately 5,000.
The group was the basis for her founding of ‘Modern Day Stay at Home Mom (SAHM),’ a two-sided hiring platform where stay-at-home moms can find remote, part-time, or full-time opportunities at corporations that support the stay-at-home mom community.
Her idea attracted the attention of local media outlets like WBIR, WVLT, and Morning on Merit Street.
At the beginning of the summer, O’Neal was accepted into the Knoxville Entrepreneur Center (KEC) WORKS Accelerator to strategically examine her business plan, branding, and financial models. Modern Day SAHM underwent a couple of changes, most significantly being the rebranded name to Modern Working Moms.
Why the change?
In a LinkedIn post, O’Neal explained that the community has grown beyond just stay-at-home moms. It includes fractional professionals juggling motherhood and consulting gigs, moms reentering the workforce after a career break, freelancers, remote workers, side-hustlers, and small business owners.
In short, the name change helps the platform appeal to a broader range of women, not just a subset.
“Moms are such a huge, untapped talent pool for companies. And, I always tell people that if you want something done right, hire a mom,” O’Neal said.
Additionally, the changes to her business structure make it easier for companies to quickly find moms that match the job qualifications.
O’Neal pitched the newly rebranded Modern Working Moms at the WORKS Demo Day on August 20, and was selected to pitch at the 865Fest pitch contest on September 16.
“Starting this business in Knoxville has been amazing simply because of all the resources available to entrepreneurs here,” she said.
Learn more about Modern Working Moms.
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