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Brooklyn's Rent-A-Mom Service for Millennials


(Photo: Nina Keneally)

Nina Keneally, 63, raised 2 millennial sons of her own. Now, through NeedAMom, she's offering that expertise to other young people in Brooklyn's trendy neighborhood of Bushwick. She provides professional-grade mothering to her clients who want a mom but, the New York Post stresses, "not their own nagging, guilt-tripping, real-life mom."

What does Keneally give her clients? What adults still need from their moms:

She’ll dish out criticism-free advice over coffee, help plan and shop for a dinner party, bake a cake and bring it over, and even buy presents for your actual mother and wrap them for you.

NeedAMom is a shoulder to cry on, not a cleaning service, Keneally stressed on Wednesday.

“Don’t expect me to clean your closet or do your laundry,” she warned, adding in true mom fashion, “I’m not your maid!”

Keneally realized that she had something to offer when millennials that she met casually sought her out for advice:

“I found they’d reach out to me,” she said of the millennials she’d meet in yoga studios and cafes.

Keneally offered advice and a compassionate ear, and realized she could monetize her mothering.

She’s had about six clients so far, all in Bushwick.

“All the friends and people around me are the same age, and shrinks are just kinda impersonal,” Natalie Chan, 34, explained. She pays Keneally $40 for coffee and counseling sessions after their Thursday yoga class each week.

“She doesn’t judge,” Chan added. “She just kinda, like, smiles and says, ‘Stop doing that.’ She’ll never say, ‘You’re stupid.’ ”

-via Glenn Reynolds


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