Babylist Expands Health Offerings Following Successful First Year

OAKLAND, California—Babylist announced that it has expanded its health offering to provide expecting and new parents with easier, more transparent access to health and wellness products during pregnancy and postpartum. This expansion includes broader coverage with the breast pump insurance offering, a new FSA/HSA shop and a new ability to get replacement pump parts for free through insurance.

Babylist helps expecting mothers find the best breast pump for them and processes the insurance reimbursement on their behalf. Since launching this offering in 2023, Babylist has shipped more than 100,000 breast pumps. Twelve-percent of Babylist registrants now use Babylist to get their breast pumps through insurance. Babylist currently works with major insurance providers, including Aetna, Blue Cross Blue Shield, Cigna and United Healthcare, and supports the military population using TRICARE to provide increased access to postpartum care for families.

As part of this effort to improve accessibility, Babylist users can now purchase an assortment of eligible FSA/HSA items directly from the Babylist Shop and receive reimbursement from their provider. Babylist has also created a dedicated FSA/HSA hub so families can find eligible products along with educational content.

“Our mission extends far beyond supplying the necessities for welcoming a baby,” said Babylist Founder and CEO Natalie Gordon. “We are dedicated to being a reliable source of accessible care and guidance for families. Central to our mission is the support we provide to mothers throughout their postpartum journey. We fully recognize the distinctive challenges and joys inherent in nurturing a newborn and acknowledge that for many mothers, breastfeeding plays a significant role in this journey. It’s thrilling to see our users finding value in our offerings and we eagerly anticipate introducing further innovations to address the pressing needs within the health category.”

Parents already relying on Babylist for its registry and content now benefit from its access to health services. Historically, Babylist has supported feeding success and the myriad unknowns and decisions both prenatally and postpartum through expert-led content like “A Lactation Consultant’s Top 10 Products to Help with Breastfeeding,” “The Best Gear for Pumping at Work” and “Best Wearable Breast Pumps of 2024.” This user interest helped Babylist validate the consumer need for this business and is now a top driver to Babylist Health. 

Today, parents can easily navigate from many of Babylist’s popular editorial articles to the health offering where they can easily order their pump through insurance. Once they receive their pump, parents can turn to both Babylist and Expectful, a division of Babylist and new voice in health and wellness for pre-pregnancy through postpartum, for guidance, answers to common questions and personal narratives that support them through their feeding journey.

Many users don’t realize that replacing certain pump parts can keep their pump working better longer, or that the majority of insurers cover these replacement parts every 30 days. Babylist uses personalized communications—including newsletters, content targeted to their gestational stage or baby’s birth date and reminders—to make sure users are aware of these guidelines. By reminding new parents by email, SMS or push notification when they are eligible for new parts and shipping them within two business days, Babylist eliminates any guesswork. The health services Babylist provides are unique in that they include durable medical equipment (DME) integrated into a comprehensive platform. Here, mothers can explore a range of pumps, conduct detailed feature comparisons on product listing pages and order replacement parts and milk storage bags in just a few clicks.

The expanded health offerings round out Babylist’s ecosystem of products and services that support the journey of building a family.