Joy Parenting Club acquires Heba Care

Joy Parenting Club acquires Heba Care, widening its parenting support platform, and will roll out an AI tracker for feeding, sleep and nappies to all Joy users in 30 to 60 days.

The tracker is currently in beta testing.

Joy combines AI guidance on feeding, sleep, child development and everyday parenting with access to clinically validated tools. Families who used Heba, including those supporting children with developmental differences or complex health needs, will have the option to join Joy. AI refers to software that learns from data to offer tailored prompts and insights.

“At Joy, our mission is to ensure every parent has access to trusted support whenever they need it,” said Emily Greenberg, president of Joy. “Heba has built powerful technology for families navigating some of the most complex challenges in parenting. Integrating their tools and expertise into Joy allows us to reach even more parents globally and continue building the most comprehensive support ecosystem for families.”

An independent study funded by Innovate UK found a 37 per cent improvement in care coordination and a 38 per cent reduction in stress for Heba users.

“We started Heba to help families never feel alone – especially when facing complex health or developmental challenges,” said Sam Milliken-Smith, founder of Heba. “Joining Joy allows us to take that mission further and faster.”

The acquisition follows Joy’s US$14m Series A in November 2025. With more than a third of children’s centres and family hubs closing since 2009, and 80 per cent of parents turning to social media for guidance, families are increasingly seeking digital support. Joy offers 24/7 access to certified parenting experts, from parent coaches to lactation consultants. The company is backed by Forerunner Ventures, Raga Partners, Magnify Ventures and Obvious Ventures.

Heba, founded in 2022, offers a mobile app used by more than 15,000 families across the UK, US, Australia and Canada. The app, rated 4.9 stars, works with organisations including the NHS, Bupa and national charities, and has received grants from the National Institute for Health Research, Innovate UK and the University of Cambridge.