#FollowRoutineRoo
Meet Pauline Timoney – Founder of RoutineRoo
This week, we’re delighted to introduce Pauline Timoney, the dynamic founder behind RoutineRoo, a parenting tool designed to bring calm to family life through playful, behaviour-science-based routines. Growing up in the beautiful Glens of Antrim and now living in Randalstown, Pauline’s journey from tech leadership to entrepreneurship was sparked by a very real challenge—turning her toddler’s two-hour bedtime battles into twenty peaceful minutes. A passionate advocate for kindness, inclusion, and women supporting women, she’s channelling her problem-solving skills, startup know-how, and lived parenting experience into a mission to help families everywhere. Pauline joins the AwakenHub community through a sponsored space from AIB, and we’re thrilled to welcome her aboard!
Describe yourself in 6 words or less
Honest, caring, problem-solving, juggling, working mammy
Tell us about your business and what inspired you to start it
RoutineRoo was born out of pure frustration. I was a busy, juggling mammy with three kids and a very demanding job (not to mention the goats and chickens! 😊). When my youngest, Ada, was two and a half, bedtime became a two-hour battle every night. I knew I had to bring my problem-solving brain to the chaos. I remembered how well a visual storyboard had worked with my eldest during behavioural challenges, so I scribbled one together for Ada. Overnight, bedtime went from two hours to twenty minutes. It felt like magic.
But that “magic” was just a piece of paper with stick figures. I looked around and couldn’t find anything that felt fun, interactive, gamified, inclusive, and easy to use, so I decided to build it. I had just finished a year as Head of Entrepreneurship at Catalyst, and that experience made me realise that entrepreneurship is for everyone.
RoutineRoo brings together everything I know, solving problems with tech, scaling IT businesses, and parenting through the chaos, and channels it into something that uses behavioural science to make parenting a little easier… and help kill the parenting guilt once and for all.
Tell us a little bit more about you
I grew up in Glendun, one of the remote and beautiful Glens of Antrim, in the middle of a big farming family, seven kids, six girls and one boy. My childhood was idyllic in many ways, though I was painfully shy. I’ve always been drawn to people who are passionate about what they do, which is probably why I found myself enjoying Business and IT at school. The teachers at Cross and Passion College in Ballycastle were genuinely enthusiastic and encouraged me to apply to Queen’s University to study those subjects.
Coming from a rural background, I had no idea what working in an office even looked like, never mind running a business. It just wasn’t something I’d seen growing up. But I had older sisters paving the way, and one of them, Moya, inspired me to move into software testing after I realised coding wasn’t for me.
After graduating with a first from Queen’s, I joined Meridio, a spin-out of Kainos, and was lucky enough to be mentored by Valerie Harte, who still remains a mentor and sounding board for me today. From there, I became one of the earliest employees at Automated Intelligence: employee number six and the first female hire. It was a real startup journey. Our first customer was the Home Office, and we built something special, not just the product, but the team and culture too. I always say I grew up at AI: I got married, had three children, moved to the country (for the goats and chickens!), and professionally, I grew into the role of COO with the support of Simon Cole, who was a consistent, encouraging force.
When that journey ended, I was fortunate to become Head of Entrepreneurship at Catalyst, supporting startups across Northern Ireland. That role was transformational. I had the chance to study the 24 Steps to Disciplined Entrepreneurship at MIT with Bill Aulet and Paul Cheek, and for the first time, I allowed myself to be ambitious and think: why not me?
Fill us in on your female founder journey
RoutineRoo was sparked during the Hello Possible programme run by the brilliant Matthew McKeown and Jacks McCann. What began as a way to end bedtime battles with my toddler evolved into a product rooted in behavioural science, process thinking, and a deep desire to help other busy parents.
I took the leap in December, supported by consultancy work and early financial backing from TechStart, the Royal Academy of Engineering, and Invest NI Innovation Vouchers, and I absolutely love it. I wake up excited to build something that matters, and I hope I get to keep doing that for a long time to come.
In terms of my female founder journey, I’d say I feel incredibly fortunate, everything seemed to align at the right time. My year at Catalyst gave me a solid foundation in startup thinking. Learning frameworks like the 24 Steps of Disciplined Entrepreneurship gave me a toolkit I could lean on, especially the importance of customer interviews, product-market fit, and validation. When this idea emerged, I didn’t just have theory, I had confidence and clarity.
One of the greatest gifts was knowing immediately who my co-founder would be. Kristina and I worked together at Automated Intelligence, where she was Marketing Director. I’ve always been in awe of her creativity, strategic brain, and ability to juggle three young kids like an absolute pro. Our skills are wonderfully complementary, but more importantly, our values are deeply aligned. There’s no one I’d rather build this with.
Of course, there are challenges, and for me, they centre around money and risk. I’m comfortable taking risks for myself, but not when it comes to my family. I’ve stepped away from a well-paid IT career and a stable salary, so I feel the pressure of funding the holidays, the bills, and the lives my kids are used to. That means I spend a lot of time applying for grants and pitching, and I’ve had to build a consultancy business alongside RoutineRoo to stay afloat. I enjoy that work, but switching context constantly isn’t easy, and I know from my time as a COO that the best work comes with focus — and that’s what I’m striving for with RoutineRoo.
I’m lucky, though. My network, built through years at AI and Catalyst, is incredibly generous. The NI tech scene may be small, but it’s mighty. I’ve had unwavering support from mentors, friends, and former colleagues who show up for me when I need guidance or encouragement.
And I can’t overstate the impact of Northern Ireland’s startup ecosystem. I’ve been supported by TechStart, the Royal Academy of Engineering, TechFoundHer, Women in Business, Raise Ventures, Catalyst, Ormeau Labs, and a brilliant coach - Sinead Sharkey at Generation Women. For women founders especially, the ecosystem is vibrant, generous, and growing stronger all the time.
How has being part of the AwakenHub community helped your business?
I’m fairly new to the AwakenHub community, having received a sponsored place through AIB, which felt like such a lovely and appreciated recognition. But truthfully, I always knew I’d end up being part of this tribe. I’ve gathered an incredible circle of women founders over the years, and we’re great at shouting about the people and programmes that genuinely make a difference, AwakenHub kept coming up again and again, with particular encouragement from Angela Wilson and Frances Duffy who have gained so much from the community.
I’ve already benefited from some brilliant workshops and content on the platform, and I’ve started making meaningful connections, especially with others who joined through the same AIB-sponsored route.
I’m excited to continue building relationships through the community, there’s a real generosity of spirit here, and I’m very glad to now be part of it.
We want to foster collaboration and support within our community – Have you an ‘ask’?
My ask of the #Awakenhubbers community is for anyone who has a background in children's behavioural therapy to get in touch if they would be interested in co-designing a particular board with their expertise. For example, we will have a fussy eating section of the app, and if someone had experience in that area, I'd love to get input into the design of those boards. Or if there was someone who is a specialist in sleep therapy, or anything to do with special educational needs, and if they'd be interested in co-designing and putting their name to a board, that would be incredible. Or anyone who has worked in the ethics behind AI-generated imagery, or experience in going to market with a parenting app.
As a founder, what are your non-negotiables? What values or principles do you live by? Who or what inspires you?
At RoutineRoo, my co-founder Kristina and I have agreed on a few non-negotiables that guide everything we do: Kindness, Quality, and Problem Solving. We have a deep commitment to Diversity and Inclusion: we believe every child should feel seen and represented, regardless of their background, race, gender, or ability, and that ethos is baked into our product from day one.
We dream big too. One of our long-term hopes is to one day run our own mini factory as a social enterprise, creating physical boards in partnership with adults with additional needs. We love the idea of a circular model: people with lived experience helping create tools for families who need them most.
Personally, I’m passionate about women helping women. Any time I find a useful resource, win a pitch, or benefit from someone’s generosity, I make it my mission to share it across the networks and groups I’m part of. Even when we’re technically in competition, I believe we rise by lifting each other.
I’m also a huge believer in flexible, fractional roles. I’ll always build my business to support those with caring responsibilities, especially parents who need work that works around life.
A few guiding phrases I live by:
“Done is better than perfect.”
“In a world where you can be anything, be kind.”
The person who inspires me most right now is Máirín Murray from TechFoundHer. She’s truly selfless, walking the walk when it comes to empowering women in tech. She gives her time, energy, and platform to help others rise, and I think she’s incredible.
Where do you see yourself in 12 months and 5 years time?
In 12 months, I see both Kristina and I working full-time on RoutineRoo, with our product being used by families all over the world. We’ll be adding new boards and content regularly, expanding into more areas of daily life, and helping thousands of households feel less chaotic and more calm.
In 5 years, RoutineRoo will be a household name, known globally as the best parenting hack out there. Simple, smart, and rooted in real-life behaviour change, it will be the go-to tool for parents who want less stress and more connection in their routines.
Top three tips for other women founders
Find your people. In every programme, accelerator, or event, there will be people who just get it and you. Stay in touch with them. These are your peers, your therapists, your opportunity-sharers and reality-checkers. They’ll remind you that you’re not alone and they’ll keep you going when the self-doubt creeps in.
Build your network, but protect your focus. In the early days, say yes to everything. Learn, connect, absorb. But as soon as you can, start protecting your time and energy. Focus on what will help you generate income and move your business forward. Grants can help, but they’re restrictive and often slow. You need focus to build something sustainable.
Ask for advice, but trust your gut. Always ask for help, but be discerning about who you listen to. Well-meaning advice from someone who doesn’t understand your market or your users can send you down the wrong track. If it doesn’t feel right, question it. Don’t assume someone knows more than you do about your business.
Six words to live by
Balance, joy, kindness, try your best
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