Why I Started Cubbie Club

I have a two-and-a-half-year-old. If you have a little one too, you already know how this goes.

You’re scrolling Instagram at 9:47 p.m., half awake, and a creator you trust posts the stroller that actually folds with one hand. Or the snack cup that doesn’t spill. Or the rain boots that come in a size that fits real toddler feet. You think, “I need that.” You tap the heart. Maybe you save it. And then it’s gone, buried under forty more posts, and the next time you actually need rain boots you’re standing in a store or typing “toddler rain boots” into a search bar, trying to remember who recommended what.

That was my life for about a year. I followed dozens of parents and creators whose taste I trusted more than any ad, and I had no way to find their recommendations when I was ready to buy. The problem wasn’t a lack of good recommendations. It was that they all arrived while I was scrolling, not while I was shopping.

One place for everything my favorite creators recommend

That’s the first half of why Cubbie Club exists. I wanted a single place where every recommendation from the creators I follow lands in one organized spot, waiting for the moment I’m actually ready to shop. Not a saved-posts folder I never open. Not a screenshot camera roll. A real, browsable collection of what the people I trust are using with their own kids, sorted so I can find the stroller when I need a stroller and the boots when I need boots.

Think of it as a cubby. Everything a creator recommends goes in their cubby, you pick the cubbies you care about, and it’s all there when you come back for it.

The other half of the story

I’ve spent most of my career as a CMO, and from that seat the picture looks a little different but points to the same place.

Influencer and creator marketing has gone from an experiment on the edge of the budget to one of the biggest line items in it, and that share keeps growing. Brands are moving spend to creators because that’s where trust lives now. A parent recommending a product to other parents beats a display ad every time.

But here’s what has always frustrated me about that spend: we measure it in likes, comments, views, and follower counts. Those are engagement numbers, not business numbers. When a brand pays a creator, the question every finance team asks is simple. Did it sell anything? And for most of the industry, the answer has been a shrug and a discount code.

I wanted to build the thing I always wished I had as a marketer: a way for brands to follow a creator’s recommendation all the way through to realized revenue. Not vanity metrics. Actual purchases, tied back to the creator who inspired them.

Where the two halves meet

When I put those two problems side by side, they turned out to be the same problem seen from opposite ends.

Parents need a place to collect and act on recommendations. Brands need to see which recommendations turn into sales. Creators, stuck in the middle, need both: a place where their recommendations don’t disappear after 24 hours, and proof of the value they’re driving.

Cubbie Club is the place where all three come together. Parents get a clean, organized shopping hub built from the creators they already trust. Creators get a home for their recommendations that lasts longer than a feed. And brands get what they’ve never had from influencer marketing: a clear line from a creator’s post to a customer’s purchase.

What comes next

We’re early, and I’m building this with the same people it’s built for. If you’re a parent who’s tired of losing great recommendations to the scroll, come make your first cubby. If you’re a creator whose recommendations deserve a longer shelf life, I’d love to have you. And if you’re a brand that’s tired of reporting on likes, let’s talk.

I started Cubbie Club because I needed it at 9:47 p.m. with a toddler asleep down the hall. I think you might need it too.

Chris