Babylist Surpasses $750 Million Revenue in 2025 as It Broadens Platform and Board

New updates have been reported about Babylist.

Babylist reported 2025 revenue above $750 million, up 45% year over year, marking its eighth straight year of profitability and a 500-basis-point gain in adjusted EBITDA margin. The company now reaches 22% of U.S. families having a baby, facilitated more than 100 million gifts through its registry, and handled purchases from more than 10 million shoppers last year.

Management continues to diversify Babylist beyond its core registry into health, retail, financial tools, and media, with Health revenue up 64% and Media up 35% in 2025. Recent initiatives include Babylist Health for insurance-covered products, large-format showrooms in Los Angeles with New York to follow, a 750,000-square-foot fulfillment center in Columbus, Ohio, and the 2026 launch of Babylist Money and the “Birth with Babylist” podcast.

Founder and CEO Natalie Gordon framed the company’s strategy as building a comprehensive platform that supports families from pregnancy through later milestones in a kids and baby market estimated at $235 billion, roughly 80% of which is essential spend. CFO and COO Jocelene Kwan emphasized that multiple, mutually reinforcing revenue streams are expanding both customer lifetime value and margins, strengthening the company’s unit economics as it scales.

To support its next growth phase, Babylist added two independent directors with deep consumer and fintech experience: Rent the Runway co-founder and CEO Jennifer Hyman, and veteran operator Joanne Bradford, formerly of SoFi, Honey, Microsoft, Pinterest, and Yahoo. Gordon highlighted that their backgrounds in scaling category-leading brands and navigating technological shifts, including AI, are intended to help Babylist solidify its position as the leading digital parenting platform and maintain brand trust as it accelerates growth across commerce, health, and media.