Babylist, a marketplace and commerce site for all things babies, is expanding into a new customer set with the acquisition of Expectful, a paid app providing mental health resources for parents.
Content is front and center for both companies: Expectful will launch a new website featuring content on prenatal mental health, postpartum depression and pumping at work. Per TechCrunch, it plans to eventually make its content free to access, versus subscriber-funded, part of Babylist’s larger goal to become the destination for not just baby products, but everything to do with health and wellness.
Babylist already has a thriving media footprint which combines expert-written content about parenting and babies with its product and commerce arms, which offer regist