Hi, I’m Ashley.
The core of what I do is Sundays: an executive assistant service built specifically for working parents. We help parents have meaningful careers and families by taking ‘life ops’ off their plate so they can focus on what only they can do.
My work is personal because the mission is personal. I don’t believe becoming a parent should have to shrink your ambition. And I don’t believe building something meaningful should cost you your presence at home.
My Story
Where I come from, and why I do what I do.
My mom was a software engineer in the 80s. She was the only woman on her team and the manager. When she started having kids, she felt like she had to choose between family and work because there was simply no support for doing both. She ultimately decided to stay home, which I’m incredibly grateful for, but also… I know the world missed out on so much of what she could have contributed outside the home.
There are generations of women with that same story.
Fast forward 30 years:
I was working in tech in San Francisco, ten years into my own career, and I started watching the same pattern repeat in a new era with the same old problem. I cared deeply about supporting women, but I kept seeing brilliant women stepping away or stepping back from roles they had worked so long to reach because they were having kids at the same time.
It was heartbreaking because these weren’t women without drive. They were actually the people with the most drive. The ones with the biggest visions, the strongest work ethic, the ability to lead teams and build things from nothing. And yet, behind the scenes, they were trying to hold a job, a household, a relationship, a calendar that never stopped, and the mental load of being the person who remembers everything.
So I did what I always do when I can’t stop thinking about something: I started asking questions. I asked every parent I knew what made it so hard to balance work and family, and what they wished they had.
Coming from a tech background, my first instinct was to build an app that would fix it. But the more I listened, the more obvious it became that no piece of software could understand the nuances of how an individual family works day to day. The breakthrough wasn’t a clever product feature. It was the simplest thing, and also the thing most people didn’t have: real support from a real human who knows your life.
I found a few people willing to let me try. I acted as their EA personally and learned, in real time, what actually changes when someone truly owns the details that keep life moving.
And the deeper I got into it, the more I realized this is bigger than time management, productivity or any one family. It’s the story we’ve been telling parents for too long: that if you want to build something meaningful, you have to give up something meaningful. I don’t accept that – and you shouldn’t have too, either.
That’s how Sundays started.
The Vision
I want to live in a world where ambitious parents don’t have to choose between family and work. Where we stop treating the mental load like a personal problem, and start naming it for what it is: a structural problem And where we have *a lot* more moms on our leadership teams.
I believe change happens in two directions at once:
01
Systemic change
(what we are fighting for)
02
Real-life change
(what parents need right now)
We’re trying to change how the world thinks about parenting and work. It happens one person and one company at a time.
My Philosophy
I believe working parenthood is hard because the system makes it hard.
Not because you need better habits, an earlier alarm, or a more optimized morning routine.
Parents aren't failing. The infrastructure is.
And it's possible to change that — one family, one company, one policy at a time.
A few things I believe deeply:
Parenthood sharpens ambition.
It makes you care more, not less. Your standards rise. Your desire to build something real gets stronger. The problem is that your responsibilities multiply faster than your capacity.
You can't fix what you won't name.
Working parents are burning out, opting out, and being pushed out. Not because they lack ambition — because the infrastructure isn't there. Naming that clearly is the first step to changing it.
Real problems deserve real solutions.
Not productivity hacks. Not "just wake up earlier." Sundays exists because working parenthood is a genuine systemic challenge — and it deserves to be treated like one.
Moms in leadership can change everything (we're here to help them get there!)
They're the ones who know what working parenthood actually looks like from the inside. When they're in the room, it changes what companies build, what policies get made, and what becomes possible for the next generation of parents.
Our Impact
Sundays exists to help parents have meaningful careers and families, with two business lines today:
01
Life ops like dentist appointments, insurance claims, school logistics, summer camps, the endless day-to-day details.
02
Proactive operations support across both work and home for founders and executives with families.
Family Support
Founder Support
Here’s what we’re most proud of:
25,000+ hours saved for parents last year (and we’re aiming to double that this year!).
35+ moms and caregivers employed as EAs, building meaningful, flexible work while supporting other families.
A model that’s intentionally holistic across work and home, because that’s how real life works.
Clients with big wins at work and able to love the lives they have at home.
Want to learn more about what we do?
Visit Sundays
