Mommy Poppins

What Mommy Poppins does

Mommy Poppins is a privately-held, bootstrapped digital media company founded in 2007 by Anna Fader in New York City. It operates a free, web-based platform that helps families discover local activities, events, summer camps, classes, birthday party ideas, and family travel options across 15+ major US metropolitan markets and 100+ travel destinations, with additional international coverage including Amsterdam. The platform is built on a content management system with responsive desktop and mobile web delivery; the company does not maintain a native mobile app and does not expose a public API. The product surface includes an event calendar, a provider business directory, city and regional guides, a summer camp guide and toolkit, gift guides, family travel guides, crafts and activities guides, a parenting guide, and an email newsletter. Supporting integrations are standard digital-media tooling: Google Analytics and GA4 for traffic, Google Tag Manager for tag management, Google Ad Manager with LiveRamp, Adapex, and Freestar for advertising, social widgets for Facebook/Twitter, Google Maps for location content, reCAPTCHA for bot protection, and iubenda for IAB consent management.

The business is monetized through a mix of display and newsletter advertising, paid provider directory subscriptions with monthly or annual billing, freemium event calendar listings with paid featured placements, and branded sponsored editorial content. Pricing is not publicly disclosed but free event listings exist for qualifying submissions. The go-to-market is community-led: families discover content through SEO, email newsletters, and social channels (Instagram, Facebook, TikTok, Pinterest, YouTube), while family-activity providers (camps, museums, attractions, party venues) self-serve into directory listings and advertising placements. The customer base spans metro parents (free B2C audience of 'millions of families' per the founder) and a B2B provider segment that ranges from long-tail SMBs buying low-cost directory listings to occasional enterprise advertisers (NASCAR, LEGOLAND Florida, Russian School of Mathematics). The company is founder-owned with no disclosed institutional funding, no parent company, no subsidiaries, and no M&A activity.

Name

Mommy Poppins

Legal name

Mommy Poppins Inc

Website

https://mommypoppins.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Mommy Poppins is a free, bootstrapped online platform founded in 2007 that helps metro parents discover family-friendly activities, events, camps, classes, and travel options across 15+ major US cities and 100+ travel destinations.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

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

Revenue model

1. Advertising: Display advertising, native ads, and sponsored editorial content on website, mobile, and in newsletters. Ad targeting by market, age, and interest segments.
2. Business Directory Listings: Paid provider directory listings offering full business pages with video, photos, descriptions, and map locations. Monthly or annual subscription.
3. Event Calendar Listings: Free and paid event calendar listings. Paid listings receive priority moderation and can be featured for additional promotion.
4. Page Sponsorship and Newsletter Ads: Page sponsorship with branded imagery and copy. Newsletter text ads and banner placements through online portal.
5. Deals and Featured Listings: Deal offerings that increase listing visibility with red DEAL flags and inclusion on deals page. Featured listings appear at top of calendar with website-wide banners.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Mommy Poppins is a free online family activity discovery platform that helps parents find things to do with kids across 15+ major US metropolitan areas, including a searchable event calendar, a provider business directory, city and regional guides, summer camp and travel planning resources, and curated editorial content. The company monetizes through display and newsletter advertising, recurring paid provider directory subscriptions, featured event listings, and sponsored editorial and social campaigns sold to family activity providers and consumer brands.

Product overview

Mommy Poppins is a family activity discovery platform offering a unified website with multiple integrated content products and advertising services. The core product is the website platform featuring an Event Calendar for discovering local activities, a Business Directory for provider listings, and comprehensive City & Regional Guides covering major US markets. Content products include Summer Camp Guide, Gift Guides, Family Travel Guides, Crafts & Activities Guides, and a Parenting Guide. The platform also offers an email newsletter service and various advertising products including display/banner advertising, sponsored editorial posts, social media marketing, provider directory listings, and event calendar listings for business customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Provider Directory Listings Paid subscription listings on the Mommy Poppins Business Directory that give camps, classes, party venues, museums, and other family-friendly providers a full business page with video, photos, descriptions, and map locations to reach metro parents.
• Event Calendar Listings Event promotion on the Mommy Poppins event calendar with optional paid featured placement that receives priority moderation, top-of-calendar positioning, and additional website-wide banner promotion.
• Display and Banner Advertising Online and mobile display advertising on Mommy Poppins including banner ads in various sizes, pre-roll video, dedicated email eBlasts, social posts, and social reel sponsorships targeting metro parents.
• Sponsored Editorial Posts Branded content articles published on Mommy Poppins as sponsored editorial, allowing advertisers to reach the platform's parent audience with link-tracked editorial.
• Social Media Marketing

Quantifiable outcome

• Millions of families actively use the platform for family activity discovery

Named customers3 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

Integration12 records

Partnerships

One partnership is on record.

• Russian School of Mathematics (RSM)minorGTM or Marketing Partner · 7 May 2026RSM partnered with Brookfield Place for NYC Math Day event honoring young mathematicians. Mommy Poppins served as an additional sponsor alongside the National Museum of Mathematics and Columbia University's Department of Mathematics.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Yelp: Dominant local business discovery platform with a significant subset of family-friendly venue and event content. Competes for the same B2B provider advertising dollars and increasingly for parent queries, but at much larger scale and broader category scope.
• Time Out: Global city guide media brand covering things to do, including family-friendly content in major metros. Directly comparable editorial-product format (city guides, event listings, travel) and B2B advertising/sponsorship revenue model, with a more international footprint.
• Thrillist: Digital media publisher covering local things to do, food, and travel with strong city-guide franchises. Comparable content approach (curated local discovery), national advertising monetization, and newsletter-driven audience, though aimed at a broader adult audience than Mommy Poppins.
• Eventbrite: Major event listing and ticketing platform where many family activities and camps already list. Comparable from a B2B listings and event discovery perspective, though Eventbrite is transactional (ticketing) rather than editorial, and serves a far broader event universe.

Direct peers

• Mommy Nearest: Mobile-first family activity discovery app and website providing location-based recommendations for kid-friendly places, events, and resources. Overlaps directly with Mommy Poppins on metro-parent audience and B2B provider listings, with a stronger mobile product orientation.
• Hulafrog: Local market-by-market family activity publisher serving parents with event calendars, directories, and guides. Comparable audience, editorial model, and B2B directory monetization approach, particularly in suburban markets overlapping Mommy Poppins' metro coverage.
• Red Tricycle: Digital media brand focused on things to do with kids in major US cities, combining editorial content with event listings and local guides. Closely comparable in audience (urban parents), product mix (curated local content + calendar), and B2B monetization (sponsored content, listings).
• Macaroni KID: Franchise-style network of local family activity websites serving parents with event calendars, guides, and directory listings across hundreds of US communities. Operates the most directly comparable local mom-media model to Mommy Poppins, including free event listings plus paid directory and advertising products.

Emerging players

• Atlas Obscura: Curated experience-discovery platform monetized via content, community contributions, and a marketplace. Comparable as a curated-discovery content platform with strong brand and editorial moat, though targeting experience-seekers broadly rather than parents specifically.

Others

• Goldstar: Discounted tickets marketplace for entertainment, family activities, and events across major US metros. Comparable in monetizing family activity providers through a self-serve B2B listing/ticket product, with overlapping advertiser and provider base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/mommypoppins/videos
• Facebookfacebook.com/MommyPoppins
• Instagraminstagram.com/mommypoppins
• TikToktiktok.com/@mommypoppins
• Pinterestpinterest.com/MommyPoppins
• Xx.com/mommypoppins

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Mommy Poppins