UnbuckleMe was founded in 2016 by Barb Heilman, an occupational therapist and grandmother, and her daughter, Becca Davison, a child passenger safety technician.
Their mission was simple: create a device that makes it easier for parents and caregivers to unbuckle children’s car seats.
Barb, who suffered from arthritis, found it difficult to press the button on standard child safety seats.
Recognizing that many caregivers (especially grandparents and those with hand pain) faced the same issue, Barb and Becca developed UnbuckleMe—a small, easy-to-use tool that reduces the force needed to unbuckle a car seat by 50%.
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Their innovative solution quickly gained attention from parenting communities and safety advocates, leading them to explore ways to expand their business.
Shark Tank Appearance: A Pivotal Moment
In 2020, Barb and Becca pitched UnbuckleMe on Season 11, Episode 21 of Shark Tank, asking for $100,000 in exchange for 10% equity.
Their product and mission impressed the sharks, and after negotiations, Lori Greiner and Mark Cuban offered them $100,000 for 20% equity.
However, after the show, the deal did not close. Despite this, the exposure from Shark Tank provided a massive boost to their business, increasing customer awareness and demand for UnbuckleMe.
Post-Shark Tank Growth and Success
Even without finalizing the deal with Lori and Mark, UnbuckleMe thrived. Some major milestones include:
- Retail Expansion: UnbuckleMe products are now sold in Walmart, Target, and buybuyBABY, making them easily accessible to parents and caregivers.
- New Product Launches: They expanded their product line to include Totebook, a car activity book designed to keep kids entertained on the road.
- Industry Recognition: UnbuckleMe won several awards, including:
- 2018 National Parenting Product Award
- 2020 The Bump Best of Baby Award
- By 2022, UnbuckleMe had reached $3 million in lifetime sales, and by 2024, their total revenue had exceeded $5 million.
UnbuckleMe’s Financials (2025 Update)
- Net Worth: $800,000
- Annual Sales Revenue: $5 million
- Profits: Not publicly disclosed
- Employees: 10+
Despite not having a Shark Tank investor, UnbuckleMe continues to grow as an independent, thriving business.
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Why UnbuckleMe Stands Out?
- Solves a Real Problem: The product directly addresses a pain point for parents, grandparents, and caregivers.
- Simple Yet Effective: The device is compact, easy to use, and significantly reduces hand strain.
- Expanding Product Line: UnbuckleMe didn’t stop at car seat buckles—they added complementary products like Totebook.
- Strong Retail Presence: Being in major stores like Walmart and Target keeps sales strong.
