What To Expect

Supporting happy, healthy pregnancies and happy, healthy babies.

The What to Expect brand mission drives everything we do, and it’s as simple as it is powerful: “Support happy, healthy pregnancies and happy, healthy babies.” Delivered with empathy, warmth and a sense of humor, What to Expect offers must-have information, practical advice, realistic insight, easy-to-use tips and lots of reassurance. What to Expect meets moms where they are and supports them without judgement. As What to Expect creator Heidi Murkoff says, “Motherhood is the ultimate sisterhood.”

10MM+ Monthly Users

10.6 million monthly users

25MM Monthly Mobile App Sessions

25 million monthly mobile app sessions

22K+ Average Community Conversations

22,300 average community conversations every day

Recent News

Yahoo! Finance  
̽ѡ, Inc. (NASDAQ: ZD), announced today that it completed three acquisitions in the second quarter of 2025: Forensic and Compliance Systems (Cybersecurity & Martech), Email Industries (Cybersecurity & Martech), and Well+Good (Health & Wellness).
Wall Street Journal  
Retailers are using it to get a head start on fall, spurring people to buy their decorations now—a time of year when shopping enthusiasm is typically muted...Twenty-seven percent of consumers are preparing for Halloween this summer, according to a survey of 1,120 U.S. adults by RetailMeNot, an online marketplace for coupons and cashback. “Halloween is this year-round persona,” says Stephanie Carls, a RetailMeNot retail insights expert.
HuffPost  
“At a time when we’re seeing widespread economic uncertainty among parents, it’s really interesting to see how they’ve embraced luxurious names,” Rebekah Wahlberg, a baby name trends specialist at BabyCenter, told HuffPost. “Obviously no parent wants their child to worry about money ― and using a baby name that signals wealth is a way of manifesting a better future.”
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