By Riley Kaminer
When Natalia Daniel sat down to create a photo book for her son’s birthday, she quickly found herself overwhelmed. Important moments she thought she had documented were missing, and countless pictures were scattered across devices.
For many parents, preserving their child’s memories feels like a monumental task. “I came to my husband, who works in tech, and asked, ‘How do we make this easier for parents?’” she told Refresh Miami. That question sparked the creation of Firsties, a Miami-based startup that reimagines the traditional baby book for the digital age.
Natalia and her husband, Oded Pelled, co-founded Firsties to help parents capture, organize, and privately share their children’s milestones. Oded, the company’s CEO, brought decades of experience in consumer tech, having previously led a gaming company that was acquired by Unity.
“When Natalia approached me, I realized that even though we had smartphones in our hands, we missed so many special moments with our first child,” he said. “The first time he met our dog, the first time he said, ‘Daddy, I love you.’ Those memories are priceless, and we wanted to create a tool that ensures parents never miss them again.”
Firsties acts as a digital assistant, offering timely prompts to capture milestones like a child’s first steps or the first time they see their reflection in a mirror. “It’s like having a companion on your shoulder, reminding you to capture these special moments,” Oded explained.
At its core, Firsties combines cutting-edge technology with an emotional mission. The app uses artificial intelligence to organize photos, suggest templates for photo books, and even create personalized highlight videos. For instance, users can upload their holiday pictures, and within seconds, the app generates a customized slideshow complete with animations and music. “Parents are so busy, and this makes it effortless,” Natalia added.
Firsties was designed with safety and sharing in mind. Users can control who has access to their photos, down to whether someone can like or comment on them. “We wanted to create a platform where parents feel in control of their memories,” Oded said. “It’s private, secure, and tailored to their needs.”
The company’s journey began two and a half years ago, and the app officially launched earlier this year. Since then, it has garnered over 100,000 downloads, with users uploading an average of 15 photos and 1.3 videos per day. “It’s a testament to how much parents value preserving their children’s memories,” Oded noted.
Firsties also offers a unique gamification feature inspired by Oded’s background in mobile gaming. Parents can earn badges for capturing specific milestones, like a child’s first food or first steps. These achievements unlock in-app rewards that can be used to create additional videos or photo books. “It’s about making the experience enjoyable and encouraging parents to document more,” Oded said.
The company’s business model combines a freemium approach with premium subscriptions for advanced features. While the app is free to use, parents can pay for additional storage and exclusive tools. Firsties has also secured notable investors, including Miami-based Alexandra Wilkis Wilson, co-founder of Gilt Groupe, and Roderick Morris, president of Lovevery.
Looking ahead, the team is excited about Firsties’ growth. They plan to expand their AI capabilities and raise a seed round to scale their marketing efforts. The app, already available in multiple languages, has partnered with local businesses like Miami’s State of Kid to reach more parents.
“Every major industry has a defining digital platform — Netflix for movies, Spotify for music. But when it comes to babies, there’s no clear leader,” Oded said. “We’re here to change that.”
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