BabyList

Babylist is a digital platform for growing families, built around a universal baby registry and extended into commerce, healthcare and financial services. Founded in 2011 by Natalie Gordon, a former Amazon software engineer, the company began as a pregnancy project and has grown into a business with more than 200 employees and over $500 million in revenue, serving over 10 million shoppers each year.

The product ecosystem spans four areas. Babylist Registry is the universal registry at the centre of the platform. Babylist Shop sells expert-selected and real-parent-tested baby products. Babylist Health provides insurance-covered breast pumps and wellness services, and Babylist Money offers financial planning tools for families.

Technical work covers e-commerce platform development, digital registry technology, healthcare services platforms and financial planning tools. The company operates as a remote-first organisation, with a presence in the United States, Canada, Mexico and the Philippines. Its stated culture emphasises high performance, user obsession and intentional growth, in service of a mission to take care of growing families so they can be confident, connected, happy and healthy.

Industry verticals include baby and juvenile products, e-commerce, maternal wellness and healthcare, fintech, and registry and gifting.