You’ve probably seen them. Maybe it was a 60-second clip of them debating whether a husband should help with the dishes or a heartfelt YouTube vlog about the "unplanned" chaos of having two kids under two. Matt and Abby Howard have somehow become the internet’s favorite (and sometimes most controversial) neighbors.
They aren’t just "influencers." That word feels too small and a bit too corporate for what they do. Honestly, they’re more like a long-running reality show that you didn't realize you signed up for, but now you can't stop watching.
The Missouri Beginnings
Most people don't know they actually met as teenagers. High school sweethearts. They were performers at The Muny in St. Louis, which makes so much sense when you see how comfortable they are in front of a lens. They have that "theater kid" energy—expressive, loud, and totally unafraid of a bit of drama.
After college at Missouri State University, where Matt studied finance and Abby studied education, the pandemic hit. Like everyone else in 2020, they were bored. They started posting on TikTok. It started with dances—$3.50 was their first "big" paycheck.
Fast forward to 2026, and they’re sitting on a digital empire. We’re talking over 13 million followers across the board.
The Unplanned Podcast and the $35,000 Controversy
If TikTok is where they show the highlight reel, The Unplanned Podcast is where they dump the raw footage. It’s where things get real. Sometimes, maybe a little too real for some viewers.
Recently, the couple sparked a massive conversation around American healthcare costs. Following the heartbreaking loss of their third pregnancy in late 2025—a baby girl they lost at 17 weeks due to a genetic condition—Abby opened up about the financial "cherry on top" of the trauma.
She revealed they were hit with a $35,000 hospital bill for the miscarriage care.
"I can't even mentally begin to tackle those bills," Abby shared in a recent episode. It’s a polarizing topic. Some fans offered deep empathy, while critics pointed out the couple’s high net worth. But the point Abby was making resonated with millions: if a multi-millionaire influencer is shocked by a $35k bill for a medical tragedy, what does that mean for the average family?
Why Do People Keep Watching?
It’s the authenticity. Or the perception of it.
The Howards don’t just post the "aesthetic" nursery photos. They post the arguments. They post about the "easy mode" vs "expert mode" of parenting. Matt has even caught flack for being "too honest" about the struggles of being a "stay-at-home dad" while also being the primary editor and content lead.
- Griffin (3): Their firstborn, often the star of their early viral parenting videos.
- August (2): Born just about a year later, cementing their "2 under 2" status.
- Pretzel: The newest addition—a golden retriever puppy they brought home in late 2025 to help the family heal.
They’ve made a hard pivot recently on privacy, though. You might notice they don’t show the boys’ faces as much anymore. That’s a deliberate move to protect their kids as the spotlight gets brighter and, frankly, weirder.
The Business of Being Matt and Abby Howard
You don't get to 8 million YouTube subscribers by just being "lucky."
In late 2025, they signed with Currents Management. This wasn't just a "hey, find us some sponsorships" move. It was a "let's build a legacy" move. They’re moving into philanthropy, live events, and even more music from Matt.
💡 You might also like: What Really Happened With How Brittany Sharp Passed Away
Wait, Matt does music? Yeah. He’s been leaning into songwriting lately, documenting the transition into fatherhood through lyrics. It’s a bit niche, but his fans eat it up because it feels like an extension of the vlog.
What Most People Get Wrong
The biggest misconception? That they’re "unfiltered."
In an interview with People, Abby admitted they have a strict rule: nothing goes live unless both of them sign off on it. Every "controversial" argument you see on the podcast? They both agreed it was okay to share.
It’s a calculated vulnerability. They know that in 2026, people are tired of the "perfect" Instagram life. We want the mess. We want the $35,000 hospital bill and the "I'm exhausted" rants.
What’s Next for the Howards?
They’re currently in what they call their "healing era."
After the loss of their daughter, they’ve been focusing on their "Always Here" initiative, which is basically a way to share the "hope and the hard" with their community. They’ve also been hosting heavy hitters on the podcast, like Tony Robbins and his wife Sage, to talk about long-term marriage success.
If you're looking to follow their journey or learn from their "unplanned" philosophy, here are the best places to start:
👉 See also: Kelly Ryan Bodybuilder Today: Why Her Name Still Echoes Through the Gym
- Listen to the "Our Emergency Room Visit" episode: If you want to understand the reality of influencer life vs. real-world problems.
- Check out their "Ask Abbys" segment: It’s their new call-in line where they give relationship advice that’s surprisingly grounded.
- Watch the early 2022 vlogs: To see the literal "origin story" of their rise to fame during Abby's first pregnancy.
The Howards have proven that "family vlogging" isn't dead; it’s just evolving. It's moving away from pranks and toward deep, sometimes uncomfortable, human connection. Love them or hate them, they’ve figured out the one thing every creator wants: they’ve made us care.
To keep up with their latest moves, focusing on their podcast "chapters" is usually the best way to get the full story without the TikTok editing. They’ve recently added a voicemail line for fans—(602) 456-9690—if you want to get your own questions answered on air.
Actionable Insight for Aspiring Creators:
If you're looking to build a brand like Matt and Abby, focus on "The Friction." The parts of your life that feel a bit messy are usually the parts where your audience will find the most value. Just make sure, like the Howards, you have a "veto" system in place with your partners before you hit upload.