About Erika Hanafin Austria

Two decades inside startups. Five acquisitions. CEO of HeyMama, a community of 75,000+ women, acquired by Luminary and covered in Fortune. Co-founder of NEON ID. Top 50 Women Leader of Virginia, twice.

And in the middle of all of that, I rebuilt my entire life.

Pregnancy at 40. Miscarriage. Early perimenopause. Divorce. Co-parenting. Blending a family of four boys. Every chapter demanded a reinvention I had not planned for. Each one stripped away another layer of the identity I had built and revealed something truer underneath.

MOMumental Moments® came first. The parent brand. The movement honoring the everyday achievements and transitions that shape women’s lives. MOMumental Reinvention is what came out of it. The operational credibility of someone who has built real things and the emotional depth of someone who has been broken open by life and chose to keep going anyway.

I write for women who are in the middle of becoming someone new. Not in a self-help way. Not in a coaching way. In the way where you are standing in the wreckage of a life that used to work and you need someone to say: I have been here. Let me tell you what I learned.

Under MOMumental Moments® sit The PHASE™ workbook series, this MOMumental Reinvention Substack is where she FEELS it · the Tuesday Letter for women rebuilding everything that matters., and the MOMumental Reinvention Podcast launching June 2026. The Substack is the editorial engine. Everything else flows from the trust built here.

You can find me here, on NEON ID, or in my movement MOMumental Moments®. Or just start ready, that is why you are here and I am glad you are!

Where to start reading?

MOMumental Reinvention is a weekly Tuesday Letter and a growing body of work on perimenopause, midlife identity, HRT, and the rebuilds women navigate when nobody hands them the map. If you are new here, these are the entry points.

If you want the most recent voice, read;

Becoming, not being. A build, not a mood.

If you want the framework → The PHASE™ (where she WORKS it · thisisphase.co) workbook series. Five volumes. One body-truth.

If you want the FREE starter kit → The Clarity Starter Kit. 9-page workbook at

If you want the conversations → MOMumental Reinvention Podcast launches June 2026 (where she HEARS it!)

If you want the daily voice → erikahanafin on Instagram (founder voice) and thisisphaseco on Instagram (product brand)

Welcome to your next era.

xx Erika

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