Our Team

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Abby Nydam

Abby Nydam is the Founder and CEO of Sam, a first-of-its-kind platform offering curated expert guidance, practical tools, and community support for women navigating life transitions—from caregiving and divorce to job loss, illness, and child loss. Inspired by personal experiences and the quiet burnout she witnessed in the women around her, Abby created Sam to fill the systemic gaps in care and support that women too often face. Her mission is bold: to build the global infrastructure for women’s support—starting in the United States.

A global strategist and engagement architect, Abby began her career in New York’s high-end luxury marketing industry, where she saw firsthand the power of brand, aspiration, and narrative. At the other end of the spectrum, Abby has developed and designed products and services for women and families living on less than $2 a day. Her experience has since spanned working in more than 35 countries, evolving into a career at the intersection of social innovation, behavioral insights, and public policy. She has advised global brands and institutions including UNICEF, Meta, Unilever, Tiffany & Co., the World Bank, and Pepsi. Abby served in the White House Domestic Policy Council under President Biden and Ambassador Susan Rice, focusing on social justice and economic policy. At the U.S. Department of Agriculture, she led modernization efforts for the WIC program, driving reforms to better serve women and children in need.

Her expertise lies in data driven, human-centered systems design, public sector innovation, and transforming deep human insight into practical and emotional solutions. 

Founder and CEO
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Alice Yeh

Alice Yeh is an end-to-end operator and builder who specializes in turning ambiguity into scalable results. With over 19 years of experience across J.P. Morgan, Google, and high-growth startups, Alice thrives at the intersection of strategy and execution. She has spent her career building the systems, products, and teams that allow ideas to become reality, particularly in resource-constrained environments where ownership is paramount.

Having navigated three layoffs, multiple career pivots, and life across Hong Kong, London, Singapore, and the US, Alice leads with a unique blend of resilience and global perspective. She is a BSE graduate of Princeton and holds an MBA from Wharton and an MA in International Studies from the Lauder Institute. Outside the office, she brings that same spirit of intentionality to her life as a certified Yoga teacher and Reiki practitioner.

Head of Strategy and Growth
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Head of Marketing and Comms

Liz Feibusch

Liz is a brand and product marketing leader with more than 15 years of experience scaling B2B and B2C brands. Most recently, she ran product marketing, consumer insights, and brand tracking at Shipt (a same-day delivery subsidiary of Target), where she led a team in launching 20+ features to customers and shoppers to drive brand awareness, subscription growth, and engagement. Her career also includes running integrated marketing and public relations for companies such as Whole Foods Market, Sierra Nevada, Eastman Chemical, and Sherwin-Williams.


An NYU and USF MBA alum, Liz also serves as Vice Chair of the Tiburon Heritage & Arts Commission, championing the local arts within Marin. In her free time, she loves baking and reading with her two young children, as well as volunteering at their school. 

A Letter from Abby

I built Sam because I saw what happens when women are left to carry everything alone.

Throughout my career I have moved between worlds. I began in New York City, where I learned how power works, how culture is made, and how women are expected to perform in systems not designed for them. I then spent a decade building products and services for communities in more than thirty-five countries, often in the harshest environments on earth. I watched women hold up local markets, families, and futures, all at once. Later, at the White House, I saw how fragile our own social safety nets are in the United States and how absent they are when it comes to supporting women.

Everywhere I went, one truth remained: women are the backbone of every community, yet we offer them little structure to lean on. We praise their resilience while starving them of support.

Sam exists to change that. It is a first-of-its-kind platform designed to be the support system women have always deserved. We bring together Expert guidance, practical tools, and a community of care so that when life becomes complex, women have somewhere to turn. Sam is built on earned wisdom — the kind that only comes from navigating life’s hardest moments and choosing to keep going.

The idea of Sam challenges a centuries-old expectation that women can and should do it all without help. We reject that. Our work is to create the global infrastructure for women’s support. Because women are not asking for a handout. They are asking for a foundation strong enough to stand on.

That is what we are building. And we are just getting started.

Welcome,

Abby

Founder/CEO of Sam

FAQs

  • Sam is strictly pay-per-session. 1-on-1 sessions start at $50 for up to 60 minutes. There are absolutely no monthly subscription fees, hidden costs, or long-term packages. You only pay for the exact support you need, when you need it

  • No. Sam is not therapy, crisis counseling, or medical care. We provide practical, action-oriented strategy and guidance from vetted specialists to help you navigate specific real-world hurdles (like eldercare logistics, career transitions, or financial counseling) and determine your concrete next steps.

  • Every session is designed to be highly practical. You won't just vent; you will leave every single session with a clear, documented summary of your concrete next steps and actionable output provided by your Expert

  • Absolutely. Your privacy and trust are everything to us. Conversations with your Navigator, Experts, and within the community are safe, secure, and confidential.

  • Using your Sam gift card is simple:

    1. Create your account on wearesam.co.

    2. Choose your Support Session from over 300 one-on-one sessions with our 75+ trusted Experts.

    3. At checkout, enter your gift card code to apply your balance toward the session

    If you need help redeeming your gift card or have any questions, just email us at hello@towardbetter.me — we’re here to support you.

  • We match you based on your preferences—age, culture, life stage, and personal needs. Our goal is to connect you with someone who understands where you’re coming from and can support where you’re going.