In a time when the U.S. Surgeon General Vivek Murthy has identified an epidemic of loneliness, Nicole Kenney has launched Hey Auntie!, an innovative social support network aimed at connecting Black women across generations.
The platform fosters “fictive kinship,” offering nurturing relationships that, while not biologically based, provide crucial emotional support.
“Every child is your child,” says Kenney, according to publication by Fast Company, highlighting the community’s ethos.
Kenney, a longtime advocate for intergenerational wisdom, envisions Hey Auntie! as a nonclinical support network to remind Black women of their potential and worth.
Her previous work, including the documentary It Starts with Me, which was featured at the 2017 Congressional Caucus on Black Women & Girls Mental Health briefing, underscores her commitment to mental health and culturally competent support.
“While I celebrate aunties across the globe, this specific influence is rooted in the historical and cultural lens of the Black aunties from my West African heritage,” she told fastcompany.com.
The concept for Hey Auntie! emerged from a personal crisis nearly a decade ago. Despite holding a Smith College degree and a master’s from Johns Hopkins, Kenney struggled with the pressures of navigating academia and professional spaces as a Black woman.
At 32, facing a mental health tipping point, a conversation with her aunt, Dr. Deborah Roebuck, provided the inspiration she needed.
Dr. Roebuck’s advice, “The last place you need to be when you are in a low place is by yourself,” planted the seed for what would become a supportive network for others.
In 2021, Kenney accelerated the development of Hey Auntie! by participating in a six-month incubator/accelerator program, culminating in her winning first place in the Well City Challenge.
The $50,000 prize funded market research that revealed a surprising demographic: nearly half of the women interested in the platform were over 50. These women, often facing life transitions, were eager to engage with and learn from younger generations.
Hey Auntie! has since grown to include about 700 members, primarily based in Philadelphia, but also extending across the United States and internationally.
The platform offers a private network where members can connect through peer discussions, expert Q&A sessions, and a vetted 1-to-1 matching service. This matching service pairs seasoned women with those beginning similar life journeys, fostering meaningful connections.
While currently free, Hey Auntie! is structured as a for-profit company, with plans to explore paid memberships and B2B partnerships with financial and insurance firms.
“Utilizing established technologies simplifies communication and makes everyone feel included,” Kenney notes.
The platform’s recognition as the 2021 “Invention of the Year” by Technical.ly, a regional news organization, marks a significant milestone. Despite minimal early marketing, the platform’s growth has been organic, driven by Kenney’s speaking engagements and member referrals.
“Explosive growth is not part of our ethos: The safety of our community is our utmost priority,” she says, stressing the need to protect members from negative online interactions.
Looking ahead, Kenney continues to seek funding and mentorship opportunities.
Hey Auntie! was a semifinalist for the 2023 J.M. Kaplan Fund’s Innovation Prize and participated in the 2024 Good Soil Forum. Additionally, Kenney was accepted into the University of Pennsylvania’s PennHealthX SDoH Accelerator, a program focused on health equity.
“We aim to demonstrate how multigenerational connection and collaboration is a dynamic force for good,” Kenney says. “And why innovators closest to the challenges should be those closest to designing the solutions.”
