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Tech Topics In This Article: Atlanta startups, marketplaces
By early 2025, it was clear that the marketplace Erica Tuggle founded in 2022 and built from the ground up had outgrown its early beginnings. The startup had built a robust network of personal chefs across the Atlanta area, graduated from the prestigious Techstars program, and secured its first round of venture capital funding from Los Angeles-based Slauson & Co.— all signs of positive growth.
That growth came with new technical realities. The platform, Cookonnect, needed a more robust platform than their original no-code web app in order to keep up with user needs and feedback.
Growth also pointed to another reality: The brand had outgrown its original name. Cookonnect was more of a “transactional brand” where people just came on to book one meal at a time with a personal chef. Now, as Tuggle explained, the startup was growing to be a “lifestyle brand,” allowing busy families to reclaim their time.
A rebrand and product refresh was in order. And that is exactly whatTuggle and the team revealed early in 2025 with Livin (pronounced “Live-in”).
BEHIND THE LIVIN REBRAND
The decision to rebrand was built on a “strong base of learnings” and feedback from the platform’s early adopters, according to Tuggle. Through conversations with customers and collaboration with branding agency The Working Assembly, the Livin team uncovered the deeper motivations behind platform usage. While some people enjoy cooking as a hobby, most have a list of other things that get in the way of getting a nutritious meal on the table every night.
The new Livin name better reflects the marketplace’s mission to help users “make space for the things that matter most to them,” Tuggle said.
But Livin isn’t just unveiling a new name and logo. The rebrand comes with a host of new features and updates designed to better serve both sides of the marketplace: busy families and personal chefs. Recognizing that parents often book meals while juggling busy schedules, Livin now offers a streamlined mobile experience that enables users to book fresh, home-cooked meals on the go…whether they’re in between meetings or watching a soccer practice.
The Livin platform also improved its scheduling capabilities and has incorporated more self-managed subscription options: Updates that make it easier for busy personal chefs and busy families to connect. To help fuel further growth, Livin is also launching a new partner referral network where nutritionists and healthcare professionals can advocate and share Livin to more people.
In order to bring its new features to life, Livin has moved off its initial no-code platform, Bubble, and brought on Senior Software Engineer Calvin Wang. She has also rounded out the Livin team with Operations, Customer Success, and Culinary expertise and is partnering with The Whittley Agency to bring the rebrand to more users.”