Empathetic CX for Families: A Deep Dive with ProParent Founder Urvashi Musale
In a world where parenting has become increasingly complex, how can organizations build customer experiences that resonate deeply with emotional intelligence, science, and trust?
In this exclusive CXQuest.com interview, we speak with Urvashi Musale, award-winning child psychologist, Stanford-certified behavior expert, and Founder of ProParent—a platform transforming the mental health and family wellness landscape in India. From managing screen time and stress to nurturing self-esteem and body positivity, ProParent is redefining how brands serve the most emotionally nuanced CX audience: parents and children.
With a scientifically backed, emotionally intelligent approach, Urvashi and her team are building more than a product—they’re building resilient families, one connection at a time.
Origins and Purpose
Q1. What inspired you to create ProParent, and how did your personal journey shape the platform’s mission?
UM: When I was working as a child psychologist, I started noticing something strange: in most sessions, the child wasn’t the problem—the parent’s response was. And yet, parents weren’t given a space to learn. Therapists worked with kids. Schools blamed parents. Parents blamed screens. But no one paused to ask: “Who’s helping the parent?” That became my obsession. I wasn’t building a platform—I was solving for a gap that’s been ignored for decades.
Q2. ProParent emerged from the Astarc Group legacy—how does that influence your CX and innovation culture?
UM: Astarc gave us the confidence to experiment without fear of failure. But our real culture comes from sitting with parents at 11 PM when they’re crying on a WhatsApp voice note. Our innovation isn’t just tech—it’s emotional insight. We measure ideas not by how “scalable” they are, but by how fast they make a parent say: “Finally, someone gets it.”
Q3. What’s the core problem ProParent aims to solve in modern families, and how are you uniquely positioned to address it?
UM: Parents are overwhelmed with information but starving for understanding. Google will tell you “10 ways to deal with tantrums”—but we tell you why your child is throwing that tantrum. Our unique edge? We don’t treat parenting as a checklist. We decode it like a behavioural map. Each tool we build is a GPS through the chaos, not a shortcut around it.
Empathy-Driven CX Design
Q4. You serve a highly emotional and vulnerable user base—how do you approach customer experience with sensitivity?
UM: The first thing we remind our team is—every message we get is probably from a parent who’s already stressed or scared. That changes everything. Our support doesn’t start with, “How can we help?” It starts with, “Take your time—we’re listening.” Even our error messages avoid guilt or shame. Sensitivity isn’t a layer. It’s our design principle.
Q5. How do you use data and scientific research to enhance user journeys without compromising empathy and privacy?
UM: We keep it simple. We only collect the data we absolutely need—and use it to make things better for the parent. Nothing more. Our content is rooted in solid psychology, but we present it like a conversation—not a lecture. The goal is always: Can a parent apply this tonight, without feeling overwhelmed? That’s our measure.
Q6. What role do community and engagement play in building trust with your users?
UM: We don’t build “engagement.” We build mirrors. Our community lets parents hear their own fears come out of someone else’s mouth. That moment of “Oh, I’m not the only one” is the most powerful trust-builder. And it’s not driven by likes or comments—but by real, raw, unfiltered conversations.
Tools, Impact & Transformation
Q7. Could you share how ProParent’s tools and resources are designed to support children across specific age groups?
UM: We focus on children between 6 and 19 years old, which covers a wide and critical developmental range. For ages 6–9, we help parents build emotional awareness and learning habits. For 10–13, we guide them through early independence, screen exposure, and academic pressure. And for teenagers 14–19, we help parents manage communication breakdowns, identity struggles, and stress. Each tool is built like a bridge—one end rooted in science, the other in real life.
Q8. How do you measure success—not just in business metrics but in actual family transformation stories?
UM: We count the number of families who message us after their plan ends. Why? Because that tells us if the impact stayed after the motivation faded. Our proudest metric? Parents who said, “I used your script during a meltdown and… it worked.” That’s not just retention—that’s emotional recall.
Q9. With over 20,000 families impacted, what are some stories that stand out to you the most?
UM: One story that still moves me is a dad who came to our workshop reluctantly—arms crossed, skeptical. After 60 minutes, he cried. Not because we said anything profound, but because for the first time, he realized his son wasn’t angry—he was scared. That shift changed their entire story. We don’t “transform families.” We give them the tools to transform each other.
Future of CX in Mental Wellness
Q10. How do you see the future of CX evolving in the mental health and family services space?
UM: I think the future will be about blending technology with emotional intuition. Not just fast apps, but meaningful ones. Families want platforms that don’t just “solve problems,” but feel like a trusted guide. CX in our space needs to go beyond convenience—it has to feel personal, thoughtful, and emotionally aware. That’s where the real impact lies.
Q11. What new innovations can we expect from ProParent in the coming year?
UM: We’re building “Parent Companion”—an AI that doesn’t just give answers, but asks better questions. It helps you pause before reacting. We’re also launching India’s first interactive family diagnostic tool—where kids and parents answer together, revealing blind spots in real-time. It’s not tech for the sake of it—it’s tech that makes families sit and talk again.
Q12. What message would you give to CX leaders seeking to create more purpose-driven, socially impactful platforms?
UM: Stop building for “users.” Build for humans who are tired, scared, and hopeful all at once. Ask yourself: “If this experience could speak, would it sound like someone they trust?” If not—go back to the whiteboard.
ProParent’s journey under Urvashi Musale’s leadership is a masterclass in how compassion, science, and customer-centric thinking can come together to create lasting impact. As digital experiences increasingly influence parenting and family life, platforms like ProParent are showing the way forward—where customer experience is not just about ease, but also about empathy, trust, and transformation.
