Babylist Acquires Expectful, Expanding Its Award-Winning and Fast-Growing Media Business

Babylist, the leading vertical marketplace and commerce destination for baby, announced that it acquired Expectful, a health and wellness app and media site. Babylist’s established media business provides product recommendations and expert-guided content to over 7.5 million unique visitors each month. This deal will enable Expectful to expand into the leading media site for anyone on the pregnancy journey, providing a one-stop destination for information, resources, and support, focusing on mental health and wellness. This acquisition complements Babylist’s established media business and its recent expansion into health through new audiences and content.

“I was inspired to join Expectful as a result of my birthing experience as a Black woman. My personal journey illuminated the dearth of mental health and wellness tools available to hopeful, expecting, and new moms. I set out to change this”

“As the importance of mental health and wellness becomes increasingly recognized, consumers are looking for more support and guidance during the pregnancy journey. We’re thrilled to be joining forces with Expectful to provide expecting parents with the best possible resources and support during one of the most important and exciting times in their lives,” said Natalie Gordon, founder and CEO of Babylist. “For over a decade, our mission at Babylist has been to make the parenthood journey as easy and enjoyable as possible. The expansion of Expectful will not only do just that, but also help educate and destigmatize mental health struggles that are often faced during pregnancy.”

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The deal further secures Babylist as the premier media destination for all things baby, parenthood, and pregnancy. Babylist’s editorial content will continue to focus on best-in-class expert-tested product guides, unbiased editorial guidance, and informative weekly newsletters. Expectful will become the new hub for Babylist’s library of dedicated health and wellness content and will provide deeper resources for those trying to conceive, pregnant and postpartum. In the coming months, Expectful will expand its content and network of experts and launch a new site featuring curated content, including articles, videos, and audio, on topics such as prenatal mental health, postpartum depression, and pumping at work. The company will expand its range of services, including guided meditations, mindfulness exercises, and expert advice on topics such as prenatal care, childbirth, and postpartum recovery, focusing on mental health support and education. It will expand its platform across its apps, website, email newsletter, and social media channels.

The new media property will not only provide expecting and new parents with the information and resources they need, but it will also help educate and destigmatize mental health struggles that can arise during this time. Immediately after the acquisition, Expectful offered new users free access to its paid membership for a limited time. Additionally, Expectful made some of its most popular courses available for free indefinitely to democratize access to this valuable content.

SOURCE: Businesswire