Natalie Gordon

Founder and CEO of BabyList who built a popular universal baby registry and expanded the business into content, e-commerce, and health services while scaling the company from a nap-time MVP to a major parenting platform.

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Nov 3, 2025 • 1h 8min

Babylist: Natalie Gordon. How a new mom used nap time to build a $500M business.

Natalie Gordon, founder and CEO of BabyList, shares her journey from software engineer to building a $500M parenting platform. She cleverly designed a universal baby registry to simplify the overwhelming shopping experience. Balancing motherhood, she created an MVP during nap times, leveraged early affiliate marketing, and pivoted to e-commerce. Natalie also highlights the challenges of hiring, learning to manage as a CEO, and how BabyList expanded into health services for new families. This conversation is a relatable masterclass in entrepreneurial grit and innovation.

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