Company: Babylist - Oakland, CA
Nomination Submitted by: Moxie Communications Group
Company Description: Babylist is the leading vertical marketplace and commerce destination for baby, driving purchase decisions for more than 8 million people each year.
Nomination Category: Company/Organization Awards Categories
Nomination Sub Category: Women-Run Workplace of the Year - More Than 10 Employees
 Nomination Title: Babylist
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the achievements since July 1, 2020 of the nominated organization, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the appropriate spaces below:
Supporting materials:
- Briefly describe the nominated organization: history and past performance (up to 200 words):
Total 193 words used.
Babylist is the leading vertical marketplace and commerce destination for baby, driving purchase decisions for more than 8 million people each year. Babylist serves the community that forms around each baby - connecting everyone who helps plan, prepare, and shop for a child's arrival. From the “add anything from anywhere” registry for new parents to the robust purchase data, expert-led guidance, and product ideas for gift givers, there is no more trusted, go-to solution for growing families.
Over the last 11 years, Babylist has steadily scaled its business and achieved profitability with minimal outside investment. The company has been profitable nearly every year since launch and generated over $240M in revenue and $700M in attributable commerce in 2021. Its unique business model includes diversified revenue streams, including direct purchases from Babylist and partner retailers, and a robust advertising business based on its highly engaging content.
Babylist is driven by connection and empathy to deliver the best customer experience during an often stressful and unknown time. It’s the trusted destination, reaching 55M unique monthly pageviews, nearly 3M active email subscribers, and a highly engaged social media audience of more than 1.7M followers.
- Outline the organization's achievements since July 1 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 250 words used.
In the last year, Babylist grew to 140+ full-time employees with plans to continue hiring. It made significant additions to its executive team, including the recent appointments of female leaders [REDACTED FOR PUBLICATION] and several board members. Through the investment in human capital, Babylist can scale its business, align with profitability goals, and remain a world-class organization trusted by millions of families.
Along with these hires, Babylist invested heavily in its team through leadership training. For example, all managers can engage with experts such as LifeLabs Learning to provide efficiency coaching and feedback sessions, Collective for diversity, equity, inclusion, and belonging training, and Sayge for 1:1 management coaching.
Babylist is also proud to continue enhancing benefits that allow employees to put their best foot forward at work and take a load of stress off working parents. It offers fertility assistance through Carrot Core, fully paid parental leave and emergency childcare stipends. The company is also passionate about ensuring people have freedoms and autonomy of their bodies without judgment. It offers a healthcare accessibility policy with financial reimbursement and paid time off for employees and impacted families who need support for reproductive, fertility, or gender-affirming care.
Additionally, to encourage better work-life balance, Babylist now offers a middle ground between “sick time” and “vacation time,” allowing for nine “wellness days” a year. It also provides all employees access to mental health support and parent coaching through Spring Health and Cleo.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 1 words used.
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- Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 190 words used.
Founder and CEO Natalie Gordon built a company she would enjoy working for as a new mother herself. She believes exceptional, career-building work and results can be accomplished and rewarded within 40 hours a week, something rarely seen in high-growth start-ups. A large part of Babylist's success comes from its family of employees; most are former Babylist users and parents of small children. The team has a growth mindset and values curiosity, community, action orientation, and working smarter. Unlike other companies that offer similar benefits, Babylist has uniquely achieved profitability through a balance of growth and focus on employee wellness. Under Natalie’s leadership, the focus on the company’s employees has driven Babylist thas achieved high growth nearly every year, generating over $240M in revenue and $700M in attributable commerce in 2021. In response to an anonymous employee survey asking “What are we doing well that you want to make sure we continue to do well?”, one Babylist employee responded, “Supporting our people, I’ve never worked for a company that truly values and puts the well-being of its employees first. No matter your role, you are important and recognized.”
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