Authored by Ellie Windle

Three years ago, Persist started in the most ordinary and overwhelming way possible.

I had baby #2. I had a demanding job. I had a partner I loved (most of the time anyway). And I had a growing, gnawing realization that the division of labor in our home wasn’t working. But why?? Because so much of what I was doing was invisible. And when something is invisible, it’s very hard to share.

I went looking for a tool that could help, only to discover that it didn’t exist. 

What began as an idea (ok.. a fight) at my kitchen table became Persist. Over the past three years, more than 10,000 families have taken our Care Load Assessment, used the app, shared feedback, and trusted us to help their homes and partnerships.

If you are reading this, you are likely someone who believes that sharing labor matters. That resentment doesn’t have to be the default. That fairness in the home shapes everything; from career capacity… to connection… to the way our children understand partnership.

You have been part of building this. And because of you, we learned a lot.

We learned that mental load is real and measurable. We learned that visibility reduces conflict.
We learned that many women are carrying more than they should.
We learned that men often want clearer entry points into shared responsibility.

Most importantly, we learned that this challenge needed additional voices. 

Over the last year especially, it became clear that the next stage of this mission required something more. More research. More clinical depth. A voice that has spent decades sitting with couples in the tension and helping them navigate it..

Which is why I am so excited to share that Dr. Morgan Cutlip is joining as our new CEO.

From the first conversations we had, I knew she was exactly what we needed. Dr. Morgan is a PhD in psychology, has been in the field of relationships for over 20 years and is the author of two books, one on the mental load called, A Better Share: How Couples Can Tackle the Mental Load for More Fun, Less Resentment, and Great Sex. She understands the psychology beneath the patterns. She has seen, up close, what actually shifts behavior…and what doesn’t. Her work is grounded in research, clinical experience, and a deep respect for both partners in a relationship.

If Persist began as my lived experience, this next chapter is strengthened by Dr. Morgan’s decades of expertise.

Together, we are evolving Persist into something clearer, stronger, and more directly aligned with what families have been asking for.

Persist will become Better Share.

The name reflects what this has always been about. Not rigid 50/50 formulas. But better. More visible. More collaborative. More intentional sharing.

This new version incorporates the feedback of thousands of users, along with Morgan’s tools and frameworks.

You’ll hear more in the coming weeks about what to expect, timelines, and how to make the most of the transition. But what I want to say here, clearly, is this:

The mission has not changed.

We are still committed to making the invisible visible. We are still committed to ensuring families share the load in ways that make sense for them. We are still committed to helping families reclaim time, energy, and connection.

I will remain actively involved as Chairperson and Advisor. I care just as much about this challenge today as I did the night I sat up, exhausted, realizing something had to change in my own home. I will continue supporting the vision, the strategy, and the long-term growth of this work.

Thank you for being part of this. Thank you for trusting us. Thank you for giving feedback.
Thank you for caring about something that too often gets dismissed as “chores” when in reality it shapes careers, marriages, and generational patterns.

A Note From Dr. Morgan

I want to thank Ellie for caring enough, investing enough, to address this challenge. It requires honesty, nuance, and a willingness to look at the invisible systems that shape our relationships. Ellie created a foundation that has already helped thousands of families begin that process.

I am honored to step into this next chapter.

For years, I’ve worked with couples navigating resentment, imbalance, and the quiet exhaustion that can build when responsibilities feel unclear or uneven. What I’ve seen again and again is that change is possible — when couples have the right tools, the right language, and the right structure to guide them.

Better Share is designed to offer exactly that.

We are building something practical, evidence-based, and deeply supportive. Something that meets families where they are. Something that moves beyond theory into real, sustainable shifts.

I am excited to continue this work with you and for you.

Thank you for being here. The fact that you care about sharing better already matters more than you know.

With gratitude,
Dr. Morgan