Babylist, an online marketplace for baby care product shopping and a provider of product recommendations and expert-guided content to millions of people worldwide, acquired Expectful, a mental health care app for moms.
The terms of the acquisition were not disclosed.
As part of the acquisition, Babylist will integrate Expectful into its dedicated health and wellness content library to provide deeper resources for those trying to conceive, pregnant and postpartum.
With the acquisition, Babylist will further 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 also expand its platform across its apps, website, email newsletter, and social media channels.
The Babylist media business provides product recommendations and expert-guided content to over 7.5 million unique visitors each month.
Commenting on the acquisition news, Natalie Gordon, founder and CEO of Babylist, said: “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 join 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 destigmatize mental health struggles that are often faced during pregnancy,” added Natalie Gordon.
Expectful is a digital health and wellness app for pregnancy, offering guided meditations, mindfulness exercises, and expert advice on prenatal care, childbirth, and postpartum recovery. Since launching the app in 2018, Expectful has helped more than 500k users, built an engaged subscriber base of 400k women, and earned 3.4k five-star reviews on the app store.
More than 250 digital healthcare apps have been acquired to date, according to our M&A database. More recently, Headspace Health, a mental health care app, acquired Shine App, a digital mental health and wellness support app, for an undisclosed amount. In another deal, Calm – an app for meditation, mindfulness, sleep, and relaxing – acquired Ripple Health Group, a digital mental health and wellness app, for an undisclosed amount.
