What Birthsmarter does

Birthsmarter is a privately held, women-owned childbirth and parenting education company founded in 2019 by Ashley Brichter and headquartered in Red Hook, New York, with a secondary operational hub in Salt Lake City. Its core product is a multi-format childbirth-education platform: live in-person classes across 12+ US cities and Canadian markets (Toronto, Edmonton), live virtual classes via Zoom, self-paced on-demand video courses, private 1:1 sessions, and postpartum/newborn/lactation support groups. The company's underlying technology is a proprietary teaching framework called "The Three Actions of Birth," codified in custom workbooks, a 4-month teacher-training and certification curriculum, and a free iOS contraction-timer app built with a two-time Apple Design Award-winning developer. The platform is OBGYN-, Midwife-, and Pediatrician-approved, with content emphasizing unbiased, inclusive, non-judgmental education covering physiology, societal context, and personal circumstance.

Birthsmarter monetizes through one-time class registrations priced $35–$550, on-demand video courses sold individually ($35–$195) or as a $250 lifetime bundle, a $2,650 teacher-training certification program with payment plans, and an emerging B2B channel (Birthsmarter PRO) selling workplace parenting and CPR workshops to employer ERGs. Distribution is direct-to-consumer via birthsmarter.com, supported by a licensed-educator network (educators operate as licensees in cities like Bozeman, Denver, and Hoboken through partner brands), a 10% affiliate program, and channel partnerships with OB/GYN practices such as Team Baby Catcher/Premier OBGYN in Phoenix. Marketing leans on a 60+ article content/SEO engine, Google and Meta paid acquisition with conversion tracking, podcast appearances by the founder, and earned media in Forbes, Women's Health, Parents, Condé Nast, and Healthline. A Pay-What-You-Can pricing program and HSA/FSA acceptance broaden accessibility.

Name

Birthsmarter

Legal name

Birth Smarter, Inc.

Website

https://birthsmarter.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Birthsmarter is a women-owned childbirth and parenting education company offering live in-person, virtual, and on-demand classes, plus a teacher certification program and B2B workplace workshops, serving expectant and new parents across the US and Canada.

Ownership category

akta.pro rank

Product category

Childbirth and Parenting Education

NAICS

Educational Services (61), All Other Schools and Instruction (61169), Educational Support Services (6117)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Postpartum Newborn Care & Parent Education (NCS) (HSAAACAA)

akta.pro secondary industry

Training, Certification & Continuing Education for Nannies/Babysitters (HSAAALAO)

Keywords

• Childbirth education classes
• Prenatal education services
• Postpartum parenting classes
• Birth educator certification
• Newborn care training

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Live Class Registrations: Birthsmarter generates revenue primarily through live class registrations sold at fixed per-session prices. Classes accommodate two people per registration. Revenue is one-time per class session, with prices varying by location (NYC in-person higher than other locations) and format (one-day vs. weekend intensive).
2. On-Demand Content Sales: Sale of pre-recorded video courses with lifetime access. Individual courses range from $35-$195, with bundle pricing at $250. Revenue is one-time per course purchase.
3. Teacher Training Certification Program: A 4-month comprehensive training program priced at $2,650, with payment plans and alternative pricing available. Revenue is one-time per participant cohort.
4. Affiliate and Partnership Revenue: The affiliate program earns 10% commission on all registrations using partner's unique codes. Partnerships with employers for Birthsmarter PRO workplace sessions generate additional B2B revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels10 records

Core offering

Birthsmarter provides evidence-based, OBGYN-approved childbirth and parenting education through live in-person classes across multiple US cities, real-time virtual classes via Zoom, and self-paced on-demand video courses. The curriculum covers labor and delivery, lactation, newborn care, postpartum recovery, infant CPR, and cesarean preparation, built on a proprietary Three Actions of Birth framework and delivered by certified educators.

Product overview

Birthsmarter is an education company offering a multi-format childbirth and parenting education platform. The core offering consists of live in-person classes across multiple US cities, real-time virtual classes via Zoom, and self-paced on-demand video courses. The on-demand portfolio includes individual classes (Childbirth Education, Postpartum, Infant CPR, Comforting Touch, Cesarean Birth) and a bundle package. Live classes include One-Day and Weekend intensive formats plus specialized modules for Lactation and Newborn care. Additional offerings include Private 1:1 sessions, Support Groups, a free iPhone Contraction Timer app, and a Teacher Training certification program. The company also offers alternative Pay-What-You-Can pricing and an Affiliate partnership program. All classes emphasize unbiased, inclusive, OBGYN-approved content delivered by certified educators.

Differentiator

Problem solved

Functional benefit

Products and services

• Live In-Person Classes Award-winning, OBGYN-approved childbirth education classes taught in person at partner venues across multiple US cities including New York City, Salt Lake City, Denver, Bozeman, Hoboken, Hudson Valley, and Provo, UT. Includes one-day and weekend intensive formats plus modules on lactation and newborn care.
• Virtual Classes

Quantifiable outcome

• Educated over 8,000-10,000 expectant parents since 2019
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Affiliate PartnersminorGTM or Marketing PartnerBirthsmarter offers an affiliate program where partner organizations can offer exclusive 10-20% discounts on Birthsmarter classes to their clients and community, earning 10% commission on all registrations using their unique code. Partners include doulas, healthcare providers, wellness businesses, and community organizations.
• Corporate Employers (Birthsmarter PRO)coreGTM or Marketing PartnerBirthsmarter PRO brings childbirth education and parenting support into corporate workplace settings through parenting employee resource groups (ERGs). Offers Fair Play for Parents workshops and Infant/Child CPR training for employees.
• Resource Guide SponsorsminorGTM or Marketing PartnerBirthsmarter curates, prints, and distributes free Resource Guides in NYC and Salt Lake City annually. Sponsors can support with sponsorship, ad sales, distribution, or inclusion in the guide and launch party.
• Parent of the Month Giveaway PartnersminorGTM or Marketing PartnerMonthly giveaway program where partners contribute products and services that are featured and promoted via Birthsmarter channels (website, social, email) to Birthsmarter students.
• Content Collaboration PartnersminorStrategic or Co-development PartnerBirthsmarter collaborates on educational content including co-authored blog posts, Instagram Live sessions, and social media collaborations with aligned brands and creators in the pregnancy/parenting space.
• Premier OBGYN / Team Baby CatcherminorStrategic or Co-development PartnerPartnership to offer childbirth education classes in Central Phoenix through Team Baby Catcher / Premier OB/GYN practice.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Lamaze International: Lamaze International is one of the most recognized names in evidence-based childbirth education, offering classes, instructor certification, and online content directly comparable to Birthsmarter's core offering. Both compete for expectant parents seeking structured, credentialed prenatal education, with overlapping curriculum frameworks and instructor training programs.
• The Bradley Method: The Bradley Method is a long-established husband-coached natural childbirth education program offering instructor-led classes across the US. It directly competes with Birthsmarter in the in-person and instructor-certified childbirth education category, targeting similar expectant-parent cohorts with structured curricula.
• HypnoBirthing International: HypnoBirthing International provides a branded childbirth education methodology with practitioner certification and consumer classes globally. It competes with Birthsmarter for expectant parents seeking non-traditional, philosophy-driven childbirth prep, and shares the licensed-educator/scaled-content distribution model.
• Mama Natural: Mama Natural is a digital-first pregnancy, birth, and parenting education brand offering online courses, free content, and a large social community. It is a direct competitor in the online childbirth/parenting education category with comparable on-demand course products and target audience of expectant parents seeking natural, evidence-based content.

Broad incumbents

• BabyCenter: BabyCenter is a large-scale pregnancy and parenting content platform with editorial content, mobile apps, and a global community. While not a paid childbirth class provider, it competes for the same expectant-parent attention and serves as a top-of-funnel alternative to Birthsmarter's content marketing and on-demand offerings.
• The Bump: The Bump (owned by The Knot Worldwide) is a pregnancy and parenting media brand offering editorial content, registry tools, and digital resources. It competes for expectant-parent mindshare and top-of-funnel traffic with Birthsmarter's blog and SEO-driven content strategy.
• Maven Clinic: Maven Clinic is a digital maternal and family health platform offering virtual care, education, and benefits through employers and health plans. It is a broader incumbent competing in the maternal-health education space, overlapping with Birthsmarter on childbirth/newborn education content delivered via a digital-first model to enterprise and consumer channels.

Emerging players

• Cleo: Cleo is a family benefits platform offering parental support, education, and coaching through employer-sponsored programs. It overlaps with Birthsmarter's Birthsmarter PRO corporate channel and competes for the same employer-driven market for pregnancy and parenting support benefits.
• Oula: Oula is a maternity care provider combining midwifery and obstetrics in NYC, with classes and community programming for expectant parents. It is listed as a Birthsmarter venue partner and competes in the same NYC market for expectant-parent relationships, though with a clinical-care-led rather than education-led model.

Others

• Postpartum Support International: Postpartum Support International is a nonprofit providing perinatal mental health education, support groups, and provider directories. It addresses overlapping postpartum topics with Birthsmarter's Postpartum Class and Support Groups, and serves as a complementary (and partly competitive) resource for new parents seeking postpartum guidance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/birthsmarter
• Xx.com/birthsmarter

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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 Birthsmarter