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What to Expect logo — Supporting happy, healthy pregnancies and happy, healthy bab...

What to Expect

Supporting happy, healthy pregnancies and happy, healthy babies.

Founded 2005 United States New York, United States 22 employees Health Care, Health and Wellness +1

General Information

Company Name What to Expect
Founded Year 2005
Location United States New York, United States
Employees 22
Industries Health Care, Health and Wellness, Women's Health
Business Model B2C, Marketplace, Platform
Revenue Model Advertising, Affiliate, Data Monetization
Social

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About What to Expect

What to Expect is a leading brand in the pregnancy and parenting industry, boasting a high level of trust and recognition among its audience. Founded in 2005, it stands out within the Health Care, Health and Wellness, and Women's Health sectors.

The company offers a comprehensive app and website led by founder Heidi Murkoff and a team of seasoned journalists and health experts, providing essential guidance and resources to parents. With an impressive reach to 91% of first-time expecting moms in the U.S., the platform is part of Everyday Health Group Pregnancy & Parenting—a division of Ziff Davis Inc. (NASDAQ: ZD), headquartered in the United States.

While What to Expect has not disclosed recent investment information, its strategic affiliations with well-established health entities enhance its market credibility, suggesting a solid footing for potential investors seeking to dive into the parenting and health care niche. As a trusted guide for expecting parents, the company not only supports family well-being but also offers commercial opportunities for partnering brands.

Business keywords: Pregnancy and Parenting, Maternal Health, Digital Media, Content Marketing, Brand Marketing, Consumer Insights, Integrated Marketing, Digital Publishing, Women's Health, Branded Content, Online Media, Media

Services & Products

Providing information and guidance on pregnancy and early parenting
Offering tools and calculators for tracking fertility and pregnancy stages
Facilitating community engagement through forums and support groups
Reviewing baby and maternity products

Target Customers

Expecting parents Individuals trying to conceive New parents Families with toddlers Healthcare providers seeking educational materials

No funding data available for What to Expect yet.

What to Expect Alternatives & Competitors

View All Alternatives
What to Expect vs
MyMama
MyMama Malta

Pregnancy, parenthood & beyond

6 employees
EdTech, Education
What to Expect vs
Mamahood App
Mamahood App United Arab Emirates

A femtech mobile application addressing women's physical and emotional health across fertility, preg...

Pre-Seed
12 employees
Health Care, Health and Wellness
What to Expect vs
FetoLife Science
FetoLife Science Austria

FetoLife is a digital women's health company with a focus on pregnancy health risk.

Seed
1 employees
Digital Health, Health Care
Also compare with: What to Expect vs Mae Mae View all alternatives

FAQ About What to Expect

Supporting happy, healthy pregnancies and happy, healthy babies.
What to Expect was founded in 2005.
What to Expect is headquartered in New York, United States.
What to Expect operates in Health Care, Health and Wellness and Women's Health. Its work centres on Pregnancy and Parenting, Maternal Health, Digital Media and Content Marketing. Its customers include Expecting parents, Individuals trying to conceive and New parents.
What to Expect has a B2C, Marketplace and Platform business model. Its revenue comes from Advertising, Affiliate and Data Monetization.
What to Expect has approximately 22 employees.
What to Expect offers: Providing information and guidance on pregnancy and early parenting, Offering tools and calculators for tracking fertility and pregnancy stages, Facilitating community engagement through forums and support groups, Reviewing baby and maternity products.
Top alternatives and competitors to What to Expect include MyMama, Mamahood App, FetoLife Science, Mae, Kasha Global, Inc.. These companies operate in related industries and serve comparable markets. You can compare them side by side on Bounce Watch.
What to Expect and MyMama are both companies in similar industries. Compare their funding, team size, growth signals, and market position on Bounce Watch to see which one fits your needs.

Source: BounceWatch company record for What to Expect, https://bouncewatch.com/company/what-to-expect, updated 31 March 2026. When citing, please name BounceWatch and link this page.

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