Birdie Partners with BabyCenter to Launch Cash Funds Experience for Expecting Parents
Birdie is proud to announce its partnership with BabyCenter, the #1 digital destination for pregnancy and parenting in the United States. Together, Birdie and BabyCenter have launched a new cash funds experience on BabyCenter.com. Sitting alongside BabyCenter’s existing product registry options, the Birdie-powered experience enables expecting parents to seamlessly and securely receive financial support for the costs of growing a family without leaving the platform they already trust.
“We’re always looking for ways to make life easier for parents during one of the most transformative stages of their lives. Integrating Birdie’s cash fund registry does just that, giving parents more flexibility and financial support, within a trusted platform they already rely on. It’s a modern, seamless experience that reflects how today’s parents are preparing to grow their families,” said Chris McLoughlin, Global Chief Revenue Officer at Everyday Health Group Pregnancy & Parenting.
The move comes as data shows that preparing for a baby increasingly extends beyond purchasing gear. BabyCenter research finds that 85% of parents make one or more financial changes after becoming pregnant or having a baby. In a recent survey of BabyCenter moms, 52% cited investing for the future as an important financial topic for them, 41% pointed to childcare/daycare costs, and 39% said saving for a home ranked high on their list. And while financial planning tops the list, self-care remains a priority too: 59% of U.S. parents take a babymoon before their first child.
BabyCenter’s Birdie-powered cash registry enables parents to create purpose-driven funds for babymoons, diapers, childcare, and college savings and invite friends and family to contribute. Parents can transfer their gifts directly to their bank account, giving them the flexibility to spend on what matters most.
As part of this partnership, BabyCenter and Birdie are inviting select brand partners to collaborate on cash funds aligned to their mission and purpose. These co-branded funds allow advertisers to meaningfully support families during a life stage filled with both excitement and financial stress while building deeper brand affinity in the process.
"Our partnership with Birdie is a great example of how we continue to innovate around what parents need and how brands can show up for them in more meaningful ways,” said Lindsay Plodwick, VP of Business Strategy & Operations at Everyday Health Pregnancy & Parenting. “By expanding BabyCenter’s registry experience beyond products to purpose-driven cash funds, we’re supporting families while opening new opportunities for collaboration and growth.”
For Birdie, the partnership represents a meaningful expansion of its registry capabilities into the baby category at national scale.
“BabyCenter serves millions of families and saw strong demand from its community for a cash registry, but no turnkey way to launch it,” said Andrew Ravan, Co-Founder of Birdie. “Birdie delivered a native, fully branded cash fund experience to meet that demand. We are proud to power this experience for the most trusted name in pregnancy and parenting.”
The BabyCenter Cash Funds are now available to U.S. users, and custom collaboration opportunities are open to brand partners across categories including finance, insurance, wellness, travel, and more.
About Birdie
Birdie is the infrastructure layer powering cash gifting for the world’s most iconic brands and platforms. Through turnkey white-label solutions and enterprise-grade APIs, we enable our partners to embed secure, elegant cash registries and peer-to-peer gifting into their customer experience. From weddings and baby showers to birthdays and beyond, Birdie turns every contribution into a joyful, on-brand experience. We’re redefining how people give and receive cash at life’s biggest milestones.