How Cara Katz and Vix Reitano are driving growth in the “mom economy”

The global childcare industry is vast—valued at $568.6 billion last year—but despite its size, 95.4% of providers are operating as small independent businesses, according to ZoomInvestors. That’s providing an opportunity for revenue leaders to step into the space and potentially supercharge their top lines.

Cara Katz and Vix Reitano are addressing this white space with Agency 6B, a martech and RevOps agency that helps grow small businesses catering to mothers and their children, including childcare facilities, dance studios, and orthodontic offices.

“Most of these founders don’t tend to have a voice in the room with them, so they’re largely doing [business decisions] and solving for that alone,” said Katz, who is Agency 6B’s CRO. “They’re trying to supplement it with more traditional ad hoc marketing agencies, and to some extent, it got them to where they were, but it won’t get them any farther.”

Growth in numbers

Agency 6B helps small businesses unlock revenue opportunities and creates bespoke plans to address specific needs, like building a website, tracking customers, and advertising. The process starts with a diagnostic where Agency 6B helps the business identify its needs.

“We build that connection so they can make better decisions on where to spend their ad dollars, who to partner with, and what revenue lines actually increase their revenue, like free trials or bring a friend,” said Reitano, Agency 6B’s founder.

The bespoke plans take into consideration a business’s needs. Reitano highlighted a recent client, an orthodontist, who worked specific hours because she’s a mom. With Agency 6B the orthodontist bought ads targeting parents that needed flexible scheduling and saw quick results.

“Her ad spend was under $500 and she secured an $8,000 sale from the first week of ads that we were running because of how we targeted it,” she said. “It’s a very human approach.”

Leading with compassion

As Reitano and Katz are both moms, they understand the strengths and struggles that come with juggling a career and parenthood. This seems to form the core of how they operate their agency and offers a better understanding of what these businesses need to succeed.

“I pride myself on building a community space for moms and their kids so any chance to connect with other business moms is amazing,” said Mimi Leznicki, founder and owner of the Rainbow Play Space, who worked with Agency 6B last year, in an email to Revenue Brew. “Vix and her team helped grow our business when we were just starting out. I think there is something very special about business moms working together.”

According to Agency 6B, the Rainbow Play Space saw a 3x return on ad spend, 4x with booked parties counted; the business spent $3,679 on Meta and Reddit ads and earned $12,009 in revenue.

“A lot of times when we start to describe [the agency], much like the way our clients get treated—as if this is just these little mom-and-pop businesses or these are passion projects—it’s treated almost with that same instant regard of, ‘That’s so kind of you to help businesses in this industry’, or to want to help other moms,” Katz said. “We have to quickly counter that with ‘it’s kind to the tune of a quarter of a million dollars in less than 40 days.”