| Background | Software engineer (full‑stack), former product lead at a fintech startup. |
|----------------|-------------------------------------------------------------------------|
| Momswap Role | Chief Technology Officer & Product Visionary. |
| Key Contributions | • Developed the native iOS/Android app (currently at 12k downloads).
• Integrated a secure, end‑to‑end encrypted chat function.
• Implemented AI‑driven “match‑making” that suggests relevant swaps based on location, schedule, and past activity. |
| Philosophy | “Tech is a tool, not a replacement for human connection. Our job is to make the handshake easier, not to eliminate it.” |
Justine’s engineering background gave Momswap a robust technical foundation. The AI match‑making engine, launched in May 2024, uses a lightweight recommendation algorithm that respects privacy—no GPS tracking outside of voluntary “nearby” toggles, and all data is stored on encrypted servers based in the EU to comply with GDPR‑style standards.
Justine Jakobs’s research underscores an often‑overlooked outcome: shared consumption can alleviate parental guilt and model collaborative behavior for children. Early exposure to swapping teaches kids the value of resource stewardship, potentially shaping a generation that sees ownership as fluid rather than static. momswap 24 07 29 lilly hall and justine jakobs
Lilly Hall is known for her naturalistic acting style and has appeared in numerous role-play scenarios across several major studios since her debut in 2019. She often portrays authoritative yet approachable maternal characters.
Justine Jakobs entered the industry in 2021 and has built a following through her expressive performances in family-swap and neighbor-themed productions. This marks her second collaboration with Lilly Hall in 2024. launched in early 2022
In recent years the sharing‑economy model has expanded far beyond ride‑hailing and short‑term home rentals. One of the most compelling developments has been the emergence of niche‑focused swap platforms that connect people around specific life‑stage needs. MomSwap, launched in early 2022, is a prime example: a digital marketplace that enables parents—especially mothers—to exchange gently‑used baby gear, maternity apparel, and parenting resources.
On 29 July 2024, MomSwap hosted a flagship gathering at Lily Hall, a historic event space in the heart of London’s South‑Bank cultural quarter. The occasion marked the platform’s second‑year anniversary and served as a live showcase of its community‑building capabilities. Central to the programme was a keynote presentation by Justine Jakobs, a child‑development psychologist and sustainability advocate who has become one of MomSwap’s most vocal ambassadors. exploring the platform’s evolution
This essay examines the significance of the MomSwap 29 July 2024 event, exploring the platform’s evolution, the choice of Lily Hall as venue, the contributions of Justine Jakobs, and the broader implications for circular‑economy practices in family life.