The $240m revenue, US baby registry platform Babylist has acquired Expectful for an undisclosed price in a deal which combines two companies focused on parental support. But they have even more in common because both companies’ CEOs (Babylist’s Natalie Gordon and Expectful’s Nathalie Walton) invested in each other’s last fund-raising in 2021.
The 12-year-old, California-based Babylist provides product recommendations and content to over 7.5m monthly uniques. Expectful has built 400k women subscribers since its 2018 launch.
Babylist CEO-founder Gordon tells her story: “In 2011, I was pregnant with my first son and ready to create a registry. As a former software engineer at Amazon, I expected ease and simplicity. What I found was the opposite. My choices were to stick with a single retailer or manage multiple registries. I spent hours researching products without confidence I was making the right decisions. And I couldn’t register for services I wanted, like frozen meals, pet-sitting or diaper delivery. I knew there had to be a better way. So, I got to work. Babylist launched two weeks before my first son, Max, was born. What began as a side-project has become a leading brand for new parents: one in two first-time parents creates a Babylist registry and millions of families turn to us for practical support and data-driven guidance every month.”
