Following their appearance on Dragons’ Den, Cubbi has secured investment from guest Dragon Susie Ma, who invested £50,000 for a 10% stake in the business. The backing marks a major milestone for the fast-growing parent discount platform and signals strong confidence in Cubbi’s mission to support families during one of the most financially vulnerable stages of life.
The investment will be used to accelerate Cubbi’s growth, expand partnerships with trusted UK brands, and further develop the platform’s technology and user experience. As demand continues to rise from parents seeking smarter ways to manage the cost of baby and family essentials, the funding will enable Cubbi to onboard more high-value partners across baby, maternity, food, fashion, wellness and lifestyle categories, increasing the range of exclusive discounts available to users.
The deal comes at a time when the financial pressures facing new and expectant parents are more intense than ever. UK parents spend an average of £6,000 on essentials before their baby even arrives, while 40% struggle with reduced income during parental leave. With rising living costs and energy prices continuing to squeeze household budgets, many families are being forced to make difficult financial decisions at a time of major personal change. Research also shows that more than 70% of women worry about money when pregnant or on maternity leave, highlighting the scale of financial anxiety faced by new families.
Reflecting on the investment, Olivia Davson, co-founder of Cubbi, said: “Securing investment from Susie is a huge moment for us and for Cubbi. We built this platform because we lived the reality of trying to make maternity pay stretch while still wanting to give our children the best start in life. This backing means we can reach more parents, bring more meaningful savings onto the platform and continue building something that genuinely supports families at a time when they’re under so much financial pressure.”
“Standing in the Den and pitching Cubbi while pregnant was incredibly personal for me. Parenthood is one of the most joyful but financially vulnerable stages of life, and having that recognised and backed on such a big platform meant so much. This investment allows us to turn that recognition into real, practical support for thousands more families.”
Tanyka Davson, co-founder of Cubbi, added: “This investment is a huge vote of confidence in what we’re building. We’ve been building the platform ourselves so far, which limits the impact we can have. With Susie’s backing, we can scale faster, strengthen our technology and bring even more trusted brands on board so parents can find real savings across everyday essentials.”
“Parents are an incredibly important but often overlooked audience. This funding helps us show that supporting families isn’t just the right thing to do — it’s a smart move for brands to support an this audience at a time when their shopping habits are changing. Our goal is to make Cubbi the go-to platform parents turn to when they’re trying to make their money go further.”
For Olivia and Tanyka Davson, the investment represents a significant step in their journey from personal frustration to national platform. Built from lived experience, Cubbi was created in response to the financial strain and sense of isolation that can accompany early parenthood. With Dragons’ Den backing now secured, the sisters are entering a new phase of growth, focused on scaling the platform to reach more families while staying true to Cubbi’s parent-first mission.
The funding will also support Cubbi’s longer-term ambition to become the go-to savings platform for parents in the UK, helping to change the conversation around the true cost of raising a family and providing practical tools to ease financial pressure for thousands more households.
