Antavo Nurtures Brand-New, Mobile-First US Loyalty Program With BabyCenter 

BabyCenter, a leading U.S.-based digital parenting platform, has partnered with Antavo to launch BabyCenter Rewards, a mobile-first loyalty program designed to support parents through everyday engagement, driving retention, deeper interaction, and long-term value.

Founded in 1997, BabyCenter is one of the world’s most trusted digital parenting platforms, reaching millions of expectant parents and caregivers globally. Part of the Everyday Health Group, it combines expert medical guidance, practical tools, and community support to help families navigate pregnancy and early childhood with confidence.

BabyCenter has partnered with Antavo to launch BabyCenter Rewards, a brand-new, mobile-first loyalty experience. Powered by Antavo’s AI-driven loyalty platform, the program introduces a points-based system that transforms everyday parenting interactions into meaningful, rewarding moments through the BabyCenter pregnancy and baby app.

Members earn points through a wide range of intentional, high-frequency actions that mirror real-life parenting behavior:

• Reading expert-backed articles, 
• Tracking pregnancy or baby development milestones, 
• Using in-app tools (such as kick counters or growth trackers),
• Completing guided challenges, like logging symptoms, returning to read new content, or interacting with personalized features.

BabyCenter structured the program as an extra smart layer added to non-transactional point earning, offering daily, weekly, and also one-time point earning opportunities, encouraging multi-faceted habit formation, genuinely making BabyCenter part of a parent’s daily and weekly routine.

The program also incentivizes deeper interaction. Completing milestone-based activities, exploring new content categories, or participating in challenges rewards curiosity and ongoing learning. This not only increases time spent in the app but also drives feature adoption and content discovery across the platform.

Points earned can be redeemed for highly relevant rewards, such as discounts on baby essentials, free products and services from partners, and curated digital resources. This creates a clear value exchange: the more actively users engage, the more tangible support they receive. 

By aligning rewards with real parenting needs, BabyCenter effectively encourages repeat engagement while reducing friction in accessing helpful products and services.

As a mobile-first experience fully embedded into the BabyCenter ecosystem, the program ensures seamless participation without disrupting the user journey. The result is a loyalty program that strengthens daily engagement and increases retention, all while delivering real, practical value to parents. 

This approach reflects Antavo’s expertise in designing behavior-driven loyalty strategies in sectors where personalization and emotional engagement are key to long-term loyalty.

“Launching BabyCenter Rewards marks an exciting step forward in how we support our community. By partnering with Antavo, we’re able to create a more engaging and meaningful experience for parents, rewarding the everyday actions that define their journey while building a stronger, more connected relationship with our users.” – Christine Mattheis, Group VP of Content and Brand Solutions at BabyCenter 

The program is fully integrated within the BabyCenter mobile app, ensuring a seamless experience across content, tools, and rewards. This unified setup enables real-time engagement tracking, personalized interactions, and efficient reward distribution within a single ecosystem.

“BabyCenter is a brand that truly understands the importance of trust, guidance, and long-term relationships. We’re proud to support the launch of BabyCenter Rewards with our AI Loyalty Cloud, helping transform everyday engagement into meaningful value. This project reflects our strength in delivering high-impact loyalty programs, and we’re excited to see the program thrive.” – Attila Kecsmar, CEO & Co-Founder, Antavo

About Antavo

Antavo is an AI-powered loyalty platform that helps brands grow customer lifetime value through loyalty programs, promotions & personalization. By enabling engagement-led execution, Antavo helps brands increase retention, purchase frequency, and long-term revenue.

Antavo’s Operating System combines a flexible, API-first technology platform that guides teams through the full loyalty lifecycle: from planning to launch and continuous optimization.

The platform includes the Loyalty Planner, which accelerates implementation by making program planning up to 10 times faster; a flexible Loyalty Engine with an intuitive, no-code Workflows editor, promotions feature, and gamification capabilities; and the Optimizer, which transforms loyalty data into clear, actionable insights. At the core of all products is Timi AI, an agentic AI co-pilot intelligence that enhances and supports teams at every step.

Recognized by leading industry analysts such as Forrester, Gartner, and IDC, and trusted by global brands including KFC, Skims, C&A, Paul Smith, Flying Tiger, Hyatt, Scandic Hotels, Kathmandu, and Benefit Cosmetics, Antavo empowers businesses across fashion, retail, beauty, health, hospitality, and QSR to build long-term customer relationships that drive measurable commercial impact. 

Experience the future of customer loyalty with Antavo. Visit antavo.com to learn more.

About BabyCenter, LLC

The world’s partner in parenting. BabyCenter is the world’s leading digital parenting resource, reaching millions of new and expectant parents every month in seven languages through its global websites, mobile apps, online communities, email, and social platforms. Our vision: a world of healthy pregnancies, thriving children, and confident parents. Visit us at www.ehg-pp.com to learn more.

Connect with BabyCenter (@BabyCenter) on Facebook, Instagram, TikTok, Pinterest, YouTube, LinkedIn, and X (Twitter).

BabyCenter, LLC is a part of Everyday Health Group.

About Everyday Health Group Pregnancy & Parenting

Everyday Health Group Pregnancy & Parenting (EHG P&P), a division of Everyday Health Group, is home to BabyCenter and What to Expect, the world’s most iconic and trusted pregnancy and parenting brands. Guided by a medical advisory board and pregnancy and parenting health experts, EHG P&P delivers award-winning content to support and empower parents at every stage of pregnancy and child development. Our global websites, mobile apps, online communities, and social platforms reach millions of families to create a world of healthy pregnancies, thriving children, and confident parents.

Everyday Health Group is a division of Ziff Davis Inc. (NASDAQ: ZD).

Media Contacts

Antavo

Eva Bacsi, Global Head of Marketing
[email protected]