# Natalie Gordon

> Natalie Gordon is the CEO and Founder of Babylist, the universal baby registry and family commerce platform she coded during her son's nap time in 2011. A University of Waterloo computer science graduate and Amazon Fresh alum, she turned a personal frustration with big-box registries into a profitable, $750M+ annual revenue business serving millions of families. She has expanded Babylist beyond registries into first-party ecommerce, editorial content, and a health vertical covering insurance-reimbursed breast pumps—including Medicaid recipients. In 2025, she launched the 'End the Baby Tax' campaign, uniting 30 baby brands against tariffs in a full-page Washington Post ad and a Times Square billboard. Named a 2026 CNBC Changemaker, she is one of the most trusted voices in the parenting and family retail space.

- **Role:** CEO & Founder at Babylist
- **Organizations:** Babylist, Amazon (former), Lenguajero.com (former), Aspen Institute (fellow)
- **From:** Canada
- **Nationality:** Canadian-American
- **Education:** Bachelor of Mathematics, Computer Science, University of Waterloo
- **Known for:** Built Babylist into a profitable $750M+ annual revenue business with minimal outside funding, Named 2026 CNBC Changemaker among 50 women leading and innovating across industries, Reached nearly 100 million gifts distributed through the Babylist platform

## Career timeline

- **2004** — Graduated from University of Waterloo with a degree in Computer Science
- **2004-2008** — Software Development Engineer at Amazon; part of team that launched Amazon Fresh
- **2008-2010** — Extended backpacking trip through Latin America with husband August
- **2009-2010** — Co-founded Lenguajero.com, a peer-to-peer Spanish-English language learning platform (later wound down; peak revenue ~$40/month)
- **2011** — Founded Babylist while pregnant with first son Max; coded the MVP during nap times on maternity leave
- **2011** — Launched Babylist MVP in approximately 30 days; first two months generated $140 in revenue
- **2012** — Hit $3,000/month revenue milestone—the personal trigger she'd set to go full-time on Babylist
- **2015** — Relocated company to San Francisco area; Pinterest partnership accelerated growth
- **2016-2017** — Expanded into content marketing and direct-to-consumer inventory fulfillment
- **2021** — Raised $40M Series C from Norwest Venture Partners (November 2021)
- **2023** — Secured licenses to operate Babylist Health vertical for insurance-covered breast pumps including Medicaid
- **2025** — Launched 'End the Baby Tax' campaign with 30-brand coalition; full-page Washington Post ad; Times Square billboard
- **2025** — Babylist surpassed $500M in annual revenue; featured on 'How I Built This' with Guy Raz (November 2025)
- **2026** — Named 2026 CNBC Changemaker; Babylist reaches $750M+ in revenue; launches Birth with Babylist podcast and Babylist Money

## Achievements

- Built Babylist into a profitable $750M+ annual revenue business with minimal outside funding
- Named 2026 CNBC Changemaker among 50 women leading and innovating across industries
- Reached nearly 100 million gifts distributed through the Babylist platform
- Serves 9 million people per year through registry, ecommerce, and content
- Built Babylist Health vertical into a $50M business serving 40% of Medicaid-enrolled newborns
- Led 'End the Baby Tax' campaign uniting 30 baby brands in national tariff advocacy (2025)
- Created 1.2 million registries in 2020 alone
- Expanded from a single registry to a multi-channel platform including retail showrooms
- Launched Birth with Babylist podcast and Babylist Money financial product (2026)
- Featured on 'How I Built This' with Guy Raz (November 2025)
- Recognized as Aspen Institute fellow
- 2024 Inc. Best Workplaces honoree

## Latest updates

- **2026-05** — Named 2026 CNBC Changemaker; Babylist revenue reaches $750M+, up 45% year-over-year
- **2026-01** — Launched Birth with Babylist podcast and introduced Babylist Money financial product; announced second NYC showroom
- **2025-11** — Featured on 'How I Built This' with Guy Raz podcast, episode titled 'How a new mom used nap time to build a $500M business'
- **2025-09** — Celebrated 100 million gifts given through Babylist platform
- **2025-04** — Launched 'End the Baby Tax' campaign with 30-brand coalition; full-page Washington Post ad and Times Square digital billboard
- **2025-06** — Fortune profile published on Babylist's growth to $500M+ annual revenue

## Links

- Website: https://babylist.com
- LinkedIn: http://www.linkedin.com/in/nataliegordon
- Twitter/X: http://twitter.com/natgordon
- Facebook: https://www.facebook.com/babylist

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Profile page: https://yespress.io/natalie-gordon
Published by YesPress — https://yespress.io
Last updated: 2026-05-25