Babylist acquires health and wellness app to expand support for expecting parents

The US marketplace Babylist has acquired the health and wellness app Expectful to expand support for expecting parents and destigmatise mental health struggles during pregnancy.

The platform created a universal baby registry to help families in need and developed video product guides for parents who did not want to shop in person during the pandemic.

Now, it provides product recommendations and “expert-guided” content to support new and expecting parents.

The company says the acquisition will complement Babylist’s media business and its recent expansion into health through new audiences and content.

“As the importance of mental health and wellness becomes increasingly recognised, consumers are looking for more support and guidance during the pregnancy journey,” said Natalie Gordon, founder and CEO of Babylist.

“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.

“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 destigmatise mental health struggles that are often faced during pregnancy.”

She added: “We’ve been investing in [online content] for years, and it’s been a core part of our profitable growth.

“The Expectful acquisition is a way for us to double down on this strategy, as its brand and mobile-first experience speak squarely to Gen-Z.”

Expectful will become the new hub for Babylist’s library of health and wellness content and will provide resources for couples trying to conceive, pregnant and postpartum.

In the coming months, the app will expand its content and network and launch a new site featuring 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 advice on topics such as prenatal care, childbirth, and postpartum recovery, focusing on mental health support and education.

Nathalie Walton, Expectful co-founder and CEO, said: “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 mums. I set out to change this.

“Babylist’s acquisition will enable Expectful to accelerate and expand – helping an even larger audience access our content.”