I am Adi Ben Elyahu, the founder of RemindHer and FOCO, two apps built around one idea: that the hardest part of running a household is not the doing, it is the remembering.
I am a mother of two and a business owner. I built RemindHer because I was the person in my home who knew when the milk ran out, which form was due, and who needed what โ and none of that work was visible to anyone else.
What I write about
I write about the mental load โ the invisible cognitive work of anticipating, planning, deciding and following up that keeps a household running.
Most of what is written about housework counts tasks. I am interested in the layer underneath: who is holding the whole system in their head, and what it costs them.
Original research
In 2026 I surveyed 93 mothers about how they actually manage the mental load. The findings are published in full, free to cite, at Mental Load Statistics 2026.
Two results that surprised me: the most common tool mothers use is texting themselves on WhatsApp, not any dedicated app. And the thing they forget most often is their own needs.
Journalists and researchers are welcome to use this data with attribution. If you need a specific cut of it, get in touch.
I am available for interviews, expert commentary and podcast conversations on the mental load, maternal burnout, and how couples divide invisible work.
