Holly Moon created ADHOC for high-achieving families to find support that connects every part of their lives
Backpacks have their first stains. Lunch schedules are well memorized. And somewhere between the last first-day-of-school photo and the first mention of Halloween costumes, a lot of North Texas parents are doing the math that there is no real break between now and New Year’s.
School starts, fall sports ramp up, birthday season hits and then the holidays arrive in a single overwhelming wave, stacking travel, gifting, hosting and family logistics on top of everything else already in motion. Are you tired yet?
It is a stretch of the calendar many families simply white-knuckle through. Holly Moon built a business around making it feel a little less impossible.
From Executive Assistant To Business Owner
Raised in Arkansas, Moon moved to Dallas 14 years ago and soon landed a job as an executive assistant to a prominent North Texas family. What began as a job became a nearly decade-long education in how some of the region’s busiest households actually function.
Over the course of about 10 years, Moon worked with two families, coordinating everything from travel and household staffing to professional commitments and the meticulous details that keep a complicated life moving. She also began noticing a need beyond the households she served.
“When you are an EA to entrepreneurs, you get a business degree without going to college,” Moon tells Local Profile. “You watch them build and scale businesses.”
Other executives and assistants noticed her expertise, too. Colleagues began asking Moon to train their own executive assistants, and she realized the demand was pointing toward something bigger.
“I recognized that it really could be turned into a business opportunity that would serve the market really, really well,” she says.
Moon began dreaming about the idea in 2021, but it took another two years to become a company. She calls that period “seed in the ground,” a phrase that captured both her optimism and her uncertainty about when the idea might actually grow.
Then, in 2023, while on maternity leave with her first child, Moon launched Assistant Academy, training, recruiting and managing executive assistants for entrepreneurs and executives in Dallas and around the country. For the next two and a half years, Moon ran the company herself. By the time she met the women who would eventually become her financial partners, she had already completed about 30 placements.
“I had proven to them, here are the placements, here are the successes,” she says. “I was a solo-preneur before being able to turn it into an enterprise.”
Those women had been hearing the same complaints from their own high-net-worth clients that finding and retaining excellent executive and personal assistants was difficult. They approached Moon about creating a resource for their clients. She saw the opportunity to evolve the business again.
“I said, ‘I am doing it one more time because I think there’s one more layer here that really needs to be added,’” she says.
That layer required financial backing and her new partners provided it.
“They really just said, ‘Here’s the money. Go run and do what you already are good at,’” Moon says. “I feel really lucky, because that’s not always the case.”
That evolution became ADHOC Life Coordination.
What A Life Coordinator Actually Does
The name came directly from Moon’s experience working for those two North Texas families. Their lives were anything but simple. They were business owners, nonprofit organization leaders, authors, influencers and global speakers, while also raising three young children and managing multiple properties.
“I was coordinating their life end to end,” Moon says. “Everything in between kids, home, family, professional responsibilities.”
Moon had executive assistants working underneath her to handle the individual tasks, but her role was bigger. She was looking at the entire picture, making sure every piece fit together.
Moon points to the various services wealthy households can already hire. A house manager keeps the home stocked and prepared. Lifestyle management might focus on travel and events. But those roles can leave a family with a collection of people handling individual pieces without anyone necessarily coordinating the whole thing.
“We’ve got to bring it together a little bit more,” Moon says. “We’ve got to make it more cohesive.”
That is where ADHOC’s Life Coordinator comes in, a title Moon has trademarked. The role functions less like a traditional personal assistant and more like a chief of staff for a person’s life.
The company operates as a membership rather than simply placing an assistant with a family and leaving the family to become the employer. ADHOC employs the coordinators, providing their salary, benefits, PTO, computers and other employee resources, while also overseeing their work. For the families, that means they do not have to manage payroll, bonuses, raises, benefits or the day-to-day management of the person responsible for managing their lives.
“We’re just a different breed of people who all really care about what we’re doing,” Moon says.
Photo: Chase Hall
ADHOC offers both part-time and full-time options, allowing the service to scale with a family’s needs. And the work can be surprisingly broad.
“We have life coordinators that are managing million-dollar home renovations,” Moon says. Others help entrepreneurs scale their businesses, build content calendars and work with agencies to secure brand partnerships.
Then there are the more familiar household logistics: registering children for summer camps, paying private-school tuition and finding nannies, chefs and drivers.
“We handle everything,” Moon says. “We are expert generalists. We are experts at generally everything because we’ve had to touch everything at some point.”
The Trust Factor
For a company handling such intimate details, trust is fundamental. Moon says the company’s intentional growth has helped establish that from the beginning.
“Everything is word of mouth right now,” she says. “They’re hearing from a friend who’s already done it with me that they love it and they trust it.”
Her experience working inside complex households allows her to recognize problems that clients may struggle to articulate themselves. That understanding is part of what Moon believes separates ADHOC from simply outsourcing a to-do list.
“They are not a task rabbit,” she says of her coordinators. “They’re not somebody you’re going to have to hold hands with and make sure they do the job well all the way through. They own outcomes.”
Why Dallas? Why Now?
Moon did not have to look far to find the market for ADHOC. She had spent years watching Dallas change, grow and attract new residents, including business leaders and high-net-worth families relocating from other parts of the country.
“What Dallas is now, we have just watched it change and evolve and grow into something even then,” she says.
She also noticed something missing. Cities such as New York and Los Angeles already had concierge companies and agencies offering similar services. Dallas, despite its wealth and rapid growth, did not have the same infrastructure.
“How is there nothing already here in Dallas with the wealth that’s here, the businesses moving here, the growth we’re having?” Moon remembers thinking.
New arrivals from New York and Los Angeles were asking the same questions she was. Who would help? Where would they find the people and resources they had relied on elsewhere?
For Moon, the answer represented both a business opportunity and an obvious need.
“It was an opportunity for us really to capitalize on something that did not exist here,” she says.
She eventually hopes to take ADHOC beyond Dallas, with plans to establish satellite locations and regional directors rather than franchise the concept. Markets on Moon’s radar include places such as Jackson Hole, Aspen, New York and Los Angeles.
Building It Around Motherhood
There is another reason the business feels personal to Moon. She has a four-year-old and a three-year-old, and motherhood has shaped not only how she runs her company but what she wants it to become.
“I built this business to work for moms,” she says.
It is not necessarily part of the ADHOC sales pitch. It is a philosophy behind the company’s internal culture. According to Moon, people should be able to work hard, serve others and still show up fully at home.
“I want to be a mom who shows up at home and gives my best,” Moon says. “And I want that for other moms too.”
That philosophy is not separate from the work ADHOC does for its members. It comes from the same belief that a well-run life should not require someone to sacrifice the parts that matter most.
Moon has big ambitions for the company, including the possibility of selling ADHOC if the timing feels right. “This is my baby,” she says. “It is going to be my legacy.”
For now, though, Moon is focused on building it.
And perhaps that brings her business back to where the idea started: in the middle of complicated lives, where there is always another appointment, another deadline, another school form, another trip to plan and another season approaching faster than anyone is ready for.
But Moon’s goal is not to make the calendar less full. It is to make sure someone is looking at the whole thing.
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