24Baby

What 24Baby does

24Baby Group B.V. is a privately-held Dutch digital media company operating the pregnancy, birth, and parenting platform 24baby.nl and its Belgian counterpart 24baby.be. Founded in 2013 and headquartered in Leiden, the company runs a content-led, freemium platform that serves Dutch-speaking expectant parents and parents of children from conception through age four (48 months). Core products include a 42-week pregnancy calendar (Zwangerschapskalender), a 24-month baby development calendar (Babykalender), a toddler calendar through 48 months (Peuterkalender), a fathers' pregnancy calendar, fertility and due date calculators, a baby name database, a baby registry checklist, curated product reviews, and a community forum with birth clubs organized by due-date month. Native iOS and Android applications extend the experience to mobile users.

The technology stack is a web-based content platform built on WordPress (evidenced by /wp-content/ asset paths) with embedded media players from YouTube, Spotify, Vimeo, and SoundCloud, and podcast hosting via Springcast. The platform maintains responsive web, mobile app, and community forum delivery across three distinct properties. The business model is advertising- and affiliate-supported: revenue streams include contextual and targeted advertising, affiliate commissions (with Bol.com as the core commerce partner), and sponsored content and advertorials with brand partners across baby products, maternity care, family services, and family travel. No paid subscription tiers or premium features are offered to end users, who access all core content free of charge.

The customer base is consumer (B2C) — Dutch-speaking expectant and new parents — with three primary personas spanning pre-conception through toddlerhood. Revenue-side concentration risk exists with affiliate and advertising partners rather than end users, with Bol.com designated as the core commerce partner. The company operates as a small organization (1–10 employees), has no disclosed venture capital or private equity backing, and runs a lean editorial-plus-commercial operation.

Name

24Baby

Legal name

24Baby Group B.V.

Website

https://24baby.nl

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

24Baby is a privately-held Dutch digital media company operating 24baby.nl and 24baby.be, providing free Dutch-language pregnancy, birth, and parenting content, week-by-week tracking tools, and a community forum for expectant and new parents in the Netherlands and Belgium, monetized via advertising and affiliate partnerships.

Ownership category

akta.pro rank

Headquarters

HQ city

Leiden

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising: The website displays contextual and targeted advertisements to its audience of expectant and new parents. The cookie policy explicitly mentions revenue generation through advertisements placed using unique identifiers.
2. Affiliate marketing: The platform operates affiliate partnerships with retailers and brands in the baby and parenting category. Articles contain affiliate links (e.g., to Bol.com for toys, baby products) where the company earns commissions on referred sales. The site discloses affiliate links transparently in articles.
3. Sponsored content and advertorials: The platform publishes sponsored content and advertorials from brand partners. These are clearly labeled as collaborations or advertisements within articles, covering topics like birth announcement cards, baby products, and related services.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

24Baby operates a Dutch-language digital parenting platform distributed through 24baby.nl and dedicated iOS and Android mobile applications. The platform provides week-by-week pregnancy tracking, baby and toddler development calendars, fertility and due date calculators, baby name databases, product reviews, and an active community forum with birth clubs. All core content and tools are provided free of charge to users, with revenue generated through contextual advertising, sponsored content/advertorials, and affiliate commissions from retail partners.

Product overview

24Baby operates as a comprehensive Dutch-language digital parenting platform structured around a content-driven website complemented by mobile applications. The core offering centers on the 24Baby.nl website, which provides week-by-week pregnancy tracking through the Zwangerschapskalender (covering 42 weeks), a Babykalender for the first 24 months of baby development, and a Peuterkalender extending to 48 months for toddlers. Supporting tools include a Vaderschapskalender for fathers, fertility and due date calculators, a Babynamen database with curated name lists, a Baby uitzetlijst checklist for baby preparation, Product Reviews for strollers and baby gear, and a Community Forum with birth clubs. The platform also offers native mobile apps for iOS and Android that sync with the web experience. The company also serves the Belgian market through 24baby.be.

Differentiator

Problem solved

Functional benefit

Products and services

• 24Baby.nl Website

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• PicnicminorGTM or Marketing PartnerPicnic is an online grocery delivery service partnership featured in recipe content on 24Baby. The collaboration involves sponsored recipe content (such as mini pizzas for kids) with integration links to Picnic's app and ordering functionality. This partnership provides recipe content that is relevant to parents while driving traffic to Picnic's grocery delivery service.
• Naviva KraamzorgminorGTM or Marketing PartnerNaviva Kraamzorg is a maternity care provider featured in content partnerships on 24Baby. The collaboration involves sponsored educational content with promotional integration for Naviva's home and digital maternity care services. This helps connect expectant parents with maternity care services while providing relevant value-added content.
• Kaartje2gominorGTM or Marketing PartnerKaartje2go is a birth announcement card service featured in content about foil printing trends for birth announcements. The partnership involves affiliate content promoting Kaartje2go's custom birth announcement cards with gold, silver, and copper foil printing options. The site earns affiliate commissions on referred orders.
• Rana CareminorGTM or Marketing PartnerRana Care is a nursing pillow and pregnancy cushion manufacturer featured in sponsored content on 24Baby. The partnership promotes Rana Care's BabyMonkey pregnancy and nursing pillows through product features integrated within relevant articles about nursing pillows and pregnancy comfort.
• PrénatalminorGTM or Marketing PartnerPrénatal is a baby and nursery retail chain featured in content about baby changing tables (commodes). The partnership involves advertorial content promoting Prénatal's baby care products and nursery furniture through educational articles relevant to new parents.
• Baere AmsterdamminorGTM or Marketing PartnerBaere Amsterdam is featured as a brand partner in baby care content, providing sponsored product features within relevant editorial articles on the 24Baby platform.
• FamilycardminorGTM or Marketing PartnerFamilycard is a discount/cashback service for families featured in sponsored content on 24Baby. The partnership promotes Familycard's savings program for parents on online purchases, with testimonial content from real users.
• GustocampminorGTM or Marketing PartnerGustocamp is a camping brand featured in family travel content on 24Baby. The partnership involves sponsored articles about camping with young children, promoting Gustocamp's products to the parenting audience.
• Bol.comcoreChannel Partner/ Reseller/ DistributorBol.com is the primary affiliate and commerce partner for 24Baby, featured extensively across toy reviews, parenting product articles, and baby gear content. The partnership generates affiliate commissions when users purchase products through 24Baby's affiliate links to Bol.com's extensive product catalog. This represents a significant revenue stream for the platform.
• HuggiesminorGTM or Marketing PartnerHuggies is a baby product brand featured in sponsored content about nighttime potty training with DryNites. The partnership promotes Huggies' DryNites products through relevant parenting content targeting parents of toddlers.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Regional players

• Mama & Zo: Dutch parenting blog/magazine network covering pregnancy, baby, and family lifestyle topics — comparable Dutch-language parenting content proposition though typically more individual-blogger-driven than 24Baby's integrated platform approach.

Broad incumbents

• The Bump: Pregnancy and baby content platform offering week-by-week tracking, tools, and community — overlaps with 24Baby on core content architecture and target demographic.
• What to Expect: Large pregnancy and parenting content site with mobile app, community forums, and medical-reviewed editorial — directly comparable content and tracking features to 24Baby, operated at significantly larger scale.
• BabyCenter: Global pregnancy and baby platform with week-by-week tracking, content, and community features — provides the same core product architecture as 24Baby at much larger scale and represents a potential global incumbent entering local markets.

Others

• Bol.com: Largest Dutch e-commerce platform with extensive baby/parenting product catalog and content — adjacent ecosystem participant and core affiliate partner of 24Baby, with overlapping audience of Dutch parents.
• Prénatal: Major Dutch baby retail chain that also publishes parenting content and product information — overlaps with 24Baby as both a content destination and a commerce channel in the Dutch parenting market, and is itself a 24Baby partner.

Direct peers

• Kek Mama: Dutch parenting website/magazine covering pregnancy, baby, and toddler content with community engagement — competes in the same Dutch-language parenting information space as 24Baby.
• Ouders.nl: Dutch parenting platform providing content and community resources for expectant and new parents — overlaps with 24Baby on target audience and content categories.
• Ouders van Nu: Major Dutch parenting platform offering editorial content, community features, and pregnancy/baby information for Dutch-speaking parents — directly comparable audience and content proposition to 24Baby.

Emerging players

• Flo Health: Women's health app combining fertility tracking, cycle prediction, and pregnancy content — comparable in audience overlap (preconception/early pregnancy) and product format (mobile-first tracking tools), though with a broader women's health positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/24baby.nl
• Instagraminstagram.com/24babynl
• Xx.com/24baby
• LinkedInlinkedin.com/company/24baby-nl

Revenue estimate

Valuation estimate

Number of profiles

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 24Baby