Retailer Babylist Adds Dedicated Health Business for New and Expecting Parents

Babylist has launched a dedicated health business that complements its marketplace for growing families.

The new Babylist Health aims to provide easy and transparent access to health and wellness products during pregnancy, postpartum and when caring for a baby, the company said in a Tuesday (Jan. 10) press release.

The business currently improves the process of ordering a breast pump through health insurance. It plans to expand to other products and services as well, according to the release.

“Women need more transparent and affordable access to the supplies and services that can help them reach their breastfeeding goals,” Babylist founder and CEO Natalie Gordon said in the release.

PYMNTS research has found that the healthcare industry lags others in payments digitization.

Automation of payment and invoicing processes can grant both healthcare organizations and their suppliers many benefits, according to the “B2B Payments in Healthcare Tracker®,” a PYMNTS and American Express collaboration.

With Babylist Health, ordering a breast pump through health insurance takes five minutes, as opposed to the traditional process that takes days. It also provides a process that is more transparent and provides more options, according to the release.

Babylist reported that within three weeks of the soft launch of Babylist Health, it processed claims in 47 states through more than 60 insurance companies, offering breast pump options from a variety of suppliers.

With its entry into the health and wellness vertical, Babylist provides new services to its existing customers — the number of which is growing by more than 1 million a year as new and expecting parents register with the marketplace, according to the release.

Babylist allows people to create registries from a wide range of retailers, carries its own selection of merchandise and provides a series of guides to help new parents navigate unfamiliar experiences, Gordon told PYMNTS in an interview posted in November 2021.

“We feel like it’s our job to really help you make these decisions with confidence,” Gordon said at the time. “We never say there’s this one stroller and it’s the absolute best stroller for every family. But we have invested deeply in the best editorial content and the best video content to help you understand what you’re going to get … so you can make the decision.”