What Leaf Group does

Leaf Group, now operating as World of Good Brands, is a diversified digital media and commerce company headquartered in Santa Monica, California. The company operates a portfolio of owned digital media properties spanning health, wellness, design, travel, and lifestyle verticals. Its flagship brands include Well+Good (modern wellness editorial), Hunker (design resource), OnlyInYourState (hyperlocal travel), LIVESTRONG.COM (health, nutrition, fitness content), and the Good Collective portfolio of 50+ niche digital properties. The unified entity is anchored by House of Good, a multi-purpose experiential space and DTC retail showroom in Los Angeles that serves as both a content studio and physical commerce venue.

The company's underlying technology is essentially a federated portfolio of vertical-specific digital media brands, each with dedicated editorial, newsletter, and social channels, rather than a single proprietary platform. The Good Collective layer aggregates 50+ niche sites to deliver audience scale across "pivotal life stages and lifestyles," and House of Good bridges digital content with physical retail. Core go-to-market motions are community-led audience development through editorial content and direct-to-consumer commerce via the physical showroom.

Revenue is generated through two primary streams: digital advertising across the owned media portfolio (the dominant historical model, monetizing engaged audiences in wellness, design, and travel verticals) and direct-to-consumer commerce through House of Good's curated retail offerings. The company is currently private following delisting from the NYSE (ticker: LEAF), with a leadership team led by CEO Lindsey Abramo and a workforce of 251–500 employees.

Name

Leaf Group

Legal name

World of Good Brands

Website

https://leafgroup.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

251–500 employees

Short description

World of Good Brands (formerly Leaf Group) operates a portfolio of owned digital media brands across wellness, design, travel, and lifestyle verticals—including Well+Good, Hunker, OnlyInYourState, and LIVESTRONG.COM—monetized through advertising and DTC commerce via the House of Good showroom.

Ownership category

akta.pro rank

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Digital Advertising: Monetization through advertising across the portfolio of digital media properties including Well+Good, Hunker, OnlyInYourState, and LIVESTRONG.COM.
2. Direct-to-Consumer Commerce: House of Good operates as a DTC retail showroom selling curated products. Physical and digital commerce experiences allow audiences to purchase products featured in editorial content.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Leaf Group is a diversified internet company that builds and operates a portfolio of media and marketplace properties spanning wellness, home design, lifestyle, travel, and health content. The company monetizes these owned-and-operated media brands primarily through advertising, including programmatic and sponsored content via its Good Collective advertising network, and through direct-to-consumer commerce via its House of Good retail showroom.

Product overview

World of Good Brands is a human connections company operating a portfolio of digital media and commerce brands. The company offers a multi-brand platform consisting of Well+Good (wellness editorial), Hunker (design resource), OnlyInYourState (hyperlocal travel), LIVESTRONG.COM (health content), and Good Collective (50+ niche digital properties), unified by the central House of Good experiential space and content studio. The portfolio spans health, wellness, art, design, and travel categories, delivering content through editorial, experiences, media, and commerce channels.

Differentiator

Problem solved

Functional benefit

Brands

• Well+Good: Original authority in modern wellness, built on the foundational belief that well-being is your birthright.
• Hunker
• OnlyInYourState
• LIVESTRONG.COM
• Good Collective
• House of Good

Products and services

• Well+Good
• Hunker
• OnlyInYourState
• LIVESTRONG.COM
• Good Collective
• House of Good

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Mindbodygreen: Wellness-focused digital media brand covering nutrition, fitness, and well-being. Closely comparable to Well+Good in audience, content vertical, and brand-advertiser monetization model.
• BuzzFeed: Digital media publisher combining editorial content, social distribution, and commerce. Comparable in its multi-brand media model and reliance on advertising and DTC revenue streams.
• Healthline Media: Leading consumer health information publisher monetized through advertising and content commerce. Directly comparable to LIVESTRONG.COM across editorial focus, audience composition, and advertiser base.
• Refinery29: Lifestyle-focused digital media brand targeting millennial and Gen Z women across wellness, style, and culture. Comparable as a vertical lifestyle publisher monetized through advertising and branded content.
• Apartment Therapy: Design- and home-focused digital media brand serving a similar audience of design enthusiasts and homeowners. Directly comparable to Hunker in both content vertical and advertising-driven monetization model.
• Atlas Obscura: Travel-discovery media brand built around under-the-radar local and global experiences. Comparable to OnlyInYourState in audience interest (unique local discoveries) and content-led, advertising-supported model.
• PopSugar: Multi-vertical lifestyle publisher covering wellness, entertainment, and family content. Comparable to World of Good Brands in its narrowcast audience strategy and advertising-led monetization.

Broad incumbents

• Dotdash Meredith: Large-scale digital media operator with a diversified portfolio of vertical content brands (health, home, finance, food). Comparable as a horizontal portfolio of advertising-supported lifestyle media properties, but at materially greater scale.
• Condé Nast (Architectural Digest, Self, etc.): Multi-brand premium lifestyle media publisher with design, wellness, and travel titles. Comparable as a horizontal portfolio of authority lifestyle brands monetized through advertising, but at significantly larger scale and brand prestige.
• WebMD: Established consumer health information destination with deep authority in medical and wellness content. Comparable to LIVESTRONG.COM in category, but operates at significantly greater scale and advertiser pull.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/leafgroup
• Xx.com/leaf_grp
• Facebookfacebook.com/leafGRP

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries6 records

Funding overview

Funding rounds4 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A20 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Leaf Group