Happity

What Happity does

Happity Ltd. is a UK-headquartered, private limited two-sided online marketplace that helps parents discover, evaluate, and book local baby and toddler classes (ages 0-5). Founded in 2016 by mothers Sara Tateno and Emily Tredget, both of whom experienced postnatal loneliness firsthand, the company operates remotely with a small team of 11-50 staff. The platform is the UK's largest directory dedicated exclusively to early-years activities, listing providers across 25+ cities (London, Manchester, Birmingham, Edinburgh, Cardiff, Bristol, Leeds, Liverpool, and others) and reaching approximately 2.6 million cumulative parent users. Beyond the core directory, Happity operates a content-led blog on parenting and wellbeing, a dedicated PND (postnatal depression) support hub, and Happity Club - a member loyalty program that aggregates affiliate discounts from partners including Gousto, LOOKFANTASTIC, The Entertainer, Betterhelp, Natural Baby Shower, Kids Pass, English Heritage, and Baboodle Rental.

The technical stack is conventional web-marketplace infrastructure: Stripe for payment processing and booking, MailerLite for email newsletters and the weekly "What's On" alerts, Cloudflare for edge security and bot management, Cookiebot for consent, Vimeo for video, Viral Loops for referral mechanics, and AdThrive for advertising monetization. There is no disclosed AI layer, no public API, and no mobile app; distribution is primarily SEO plus organic social across Facebook, Instagram, and TikTok. Provider onboarding is self-serve and free, which lowers the barrier to supply growth but eliminates an immediate revenue stream from listings.

Happity's revenue mechanics rest on three pillars: (1) commission or transaction fees on bookings made through the platform (amount unconfirmed in public material), (2) affiliate referral revenue via Happity Club from around ten brand partnerships, and (3) potential future paid enhancements for providers (the free listing is the baseline). To date the company has raised approximately $2.15M across five funding events (2017-2025), with the largest being a 2022 Crowdcube round of ~$956K with TwinklHive participation and a 2025 follow-on of ~$453K led by Twinkl. No external institutional venture investors are named, ownership remains with the two co-founder-CEOs, and the company is structured as Happity Ltd. under UK law.

Name

Happity

Legal name

Happity Ltd.

Website

https://happity.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Happity is a UK-based online marketplace where parents search, discover, and book local baby and toddler classes, complemented by a parenting blog, a PND support hub, and an affiliate-driven Happity Club loyalty program reaching 2.6 million users across 25+ cities.

Ownership category

akta.pro rank

Product category

Childcare and Early-Years Activity Marketplace

NAICS

All Other Amusement and Recreation Industries (71399)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Baby, Kids & Maternity Marketplaces (CRAFABAG)

akta.pro secondary industry

Children’s Entertainment Booking (Clowns, Characters, Princess Parties) (HSACAHAF)

Keywords

• Baby class marketplace
• Toddler activity booking
• Parent community platform
• Early years discovery
• Childhood class listings

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Provider Listings: Free listing for activity providers to register and manage their classes on the platform, enabling discovery and bookings.
2. Affiliate Partnerships (Happity Club): Commission-based revenue from affiliate relationships with partner brands including Gousto, LOOKFANTASTIC, The Entertainer, Betterhelp, and others through the Happity Club loyalty program.
3. Booking Transaction Fees: Platform likely takes a commission on class bookings made through the platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Happity operates the UK's leading online marketplace dedicated to baby and toddler classes, allowing parents from pregnancy through age five to discover, search, and book local parent-and-child activities (yoga, swimming, music, dance, sensory, etc.). Activity providers can register and list classes for free, while Happity monetizes through booking transaction fees and affiliate partnerships offered via the Happity Club discount program.

Product overview

Happity is a UK-based marketplace platform for finding and booking baby and toddler classes. The core product is the class discovery and booking platform (Happity Platform), complemented by Happity Club for exclusive partner discounts, a Blog for parenting content, and PND Support resources for mental wellness. The platform serves both parents seeking activities and activity providers seeking to list their classes.

Differentiator

Problem solved

Functional benefit

Brands

• Happity Club: Exclusive member discount club featuring partner deals on toys, beauty, food, baby equipment, clothing, and family activities

Products and services

• Happity Platform The UK's largest online marketplace dedicated exclusively to baby and toddler classes, enabling parents (from pregnancy through age five) to discover, search and book local parent-and-child activities by age, location, day and category, and enabling activity providers to list their classes for free and manage bookings.
• Happity Club Exclusive member discount club for Happity parents offering partner deals and special offers with family-friendly brands including The Entertainer, LOOKFANTASTIC, Gousto, Natural Baby Shower, Twinkl Parents, Betterhelp, Baboodle Rental, English Heritage and Kids Pass.

Quantifiable outcome

• 2.6 million parents using the platform
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• The EntertainerminorGTM or Marketing PartnerPartner in Happity Club loyalty program offering exclusive discounts on toys and children's products. Parents can access savings through the affiliate partnership.
• LOOKFANTASTICminorGTM or Marketing PartnerBeauty and self-care brand partner in Happity Club offering exclusive savings on beauty products for parents.
• GoustominorGTM or Marketing PartnerRecipe box delivery service partner with promotional offer of 50% off first order, 40% off second, 20% off for two months via code HAPPITY50.
• Natural Baby ShowerminorGTM or Marketing PartnerSustainable baby products retailer offering 6% off with code HAP-NBS6 through Happity Club.
• Twinkl ParentsminorGTM or Marketing PartnerEducational content provider offering free weekly emails with parenting tips and early learning support for Happity members.
• BetterhelpminorGTM or Marketing PartnerOnline therapy platform partner offering 25% off first session with code happity25, aligned with Happity's PND support mission.
• Baboodle RentalminorGTM or Marketing PartnerBaby equipment rental platform offering 30% off first month on 3+ month rentals and 10% off premium travel equipment rental.
• English HeritageminorGTM or Marketing PartnerHeritage organization partner offering 25% off Gift & Annual Memberships for family days out.
• Kids PassminorGTM or Marketing PartnerFamily savings app partner offering up to 50% off UK days out with exclusive offers for Happity families.
• StripecoreTechnology or IntegrationPayment processing infrastructure used for secure credit card transactions on the website without storing card information.
• MailerLitecoreTechnology or IntegrationEmail marketing platform used for newsletters and campaign automation.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• BuggyFit: BuggyFit operates outdoor fitness classes for new parents across the UK. Comparable as a UK baby-and-parent activity provider that lists on directory/marketplace platforms like Happity and competes for similar early-parent audiences.

Broad incumbents

• Mumsnet: Mumsnet is the UK's largest parenting forum and media platform. It is a broad incumbent that overlaps with Happity's content/community mission and competes for parent attention across pregnancy through early years, though its product surface is much broader than baby/toddler classes.
• BabyCentre UK: BabyCentre UK is a leading pregnancy and early-parenthood resource with tools, trackers, and content. It is a broad incumbent in the same parent demographic and competes for SEO and content attention with Happity's blog.
• Netmums: Netmums is a long-established UK parenting network offering local advice, events, and activity listings. Comparable as a broad parenting incumbent with local activity discovery functionality that overlaps Happity's core marketplace offering.

Direct peers

• Kidadl: Kidadl is a UK parenting platform providing activity ideas, local events, and parenting content. Comparable because it competes in the same UK kids-activity discovery niche and monetizes via affiliate and content partnerships similar to Happity Club.
• Day Out With The Kids: Day Out With The Kids is a UK directory of family activities, classes, and days out. Comparable to Happity as a UK kids-activity discovery platform targeting parents of 0-10 year-olds, with overlapping affiliate-driven monetization.
• Hoop: Hoop is a UK app for discovering kids classes, events, and activities in the user's local area. It is a direct marketplace peer to Happity, serving the same parent and provider cohorts with very similar discovery and booking functionality.
• Peanut: Peanut is a social and marketplace platform connecting mothers across pregnancy and early parenthood. Directly comparable to Happity as a UK-centric, mobile-first community product targeted at the same 0-5 parent cohort, with overlapping PND support and content hooks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/happityApp
• Facebookfacebook.com/happityApp
• Instagraminstagram.com/happityApp
• TikToktiktok.com/@happitycouk
• LinkedInlinkedin.com/company/happityApp

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds5 records

Investors3 records

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

M&A

Investments

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

Frequently asked questions about Happity