the money’s actual use, and either parent can challenge particular items, Atwood says. The parents can pay third party providers directly—or pay their ex-spouses—using PayPal, credit cards, personal checks, or cash. Some payments need to be entered into the account manually.
The day-by-day expense records could also be accepted as evidence in mediation or in court, in case the divorced couple seeks a formal modification of their support order or a judgment for failing to comply with the order, Atwood says.
But parents can also use SupportPay to prevent such clashes, Atwood says. The platform allows parents to make voluntary agreements to set monthly limits on the amount that can be spent in each category, such as the children’s clothing or haircuts. The parent who wants to exceed that amount needs to ask for pre-approval from the other parent. This could prevent unpleasant surprises, like a custodial parent’s decision to choose the children’s doctors from outside their health insurance policy’s network—a more expensive option.
Ittavi’s target market for SupportPay is middle class and upper middle class families. Of the 55 million US parents who live apart, Atwood says, 39 million belong to her company’s potential customer base.
The former Symantec executive funded Ittavi’s early startup days herself. The company has now raised $300,000 of a planned seed round of $750,000 from angel investors, friends and family.
Although Atwood sees a substantial market for SupportPay, some potential investors in her company have hesitated over the very term “child support,” she says.
“Everybody’s mind jumps to deadbeat dads,” she says. SupportPay can do nothing to force parents to pay, but custodial parents who are doing without their court-ordered support can still use the platform to keep detailed records of the amounts owed. Interest can accumulate on the missed payments. Low income parents can take advantage of the free version of SupportPay to compile evidence to use in court, Atwood says.
“You don’t have to have both parents (using the account) for it to work,” Atwood says.
During the beta-testing period, Atwood noted that when the parents who initially set up the SupportPay accounts invited their ex-spouses to participate, sign-up levels were low. She concluded that the second parents were resisting because the request came directly from their ex-partners.
“The last thing you want to see is your ex’s name in your inbox,” she says. “Now, the invitation comes from me.” Atwood says she explains how the service will make life easier for everyone. Her email, and the SupportPay pages, also includes pictures of the child who will benefit from the financial support.
“The first thing they see is who it’s for,” Atwood says.
Among the future features Atwood plans for SupportPay is a calendar where each parent can note activities in the child’s calendar, such as recitals, baseball games, doctor’s appointments, and friends’ birthday parties. This will make it easier for the non-custodial parent to participate in important events, or simply remain in touch with the child’s world, Atwood says.
“Seventy five percent of parents who live apart meet their obligations,” she says. “Ninety seven percent of parents who are involved in their children’s lives pay.”
