{
  "slug": "what-to-expect",
  "name": "What To Expect",
  "description": "What To Expect is a multi-platform pregnancy and parenting brand that originated from the best-selling book 'What to Expect When You're Expecting' by Heidi Murkoff. It provides week-by-week pregnancy tracking, expert-vetted health information, and a massive peer-to-peer community for parents and caregivers. The brand is a cornerstone of the Everyday Health Group portfolio.",
  "url": "https://optimly.ai/brand/what-to-expect",
  "logoUrl": "",
  "baiScore": 94,
  "archetype": "Challenger",
  "category": "Media and Information",
  "categorySlug": null,
  "keyFacts": [],
  "aiReadiness": [],
  "competitors": [
    {
      "slug": "babycenter",
      "name": "Babycenter"
    }
  ],
  "inboundCompetitors": [
    {
      "slug": "parentdata-by-emily-oster",
      "name": "ParentData by Emily Oster"
    },
    {
      "slug": "babycenter-propel-media",
      "name": "BabyCenter"
    },
    {
      "slug": "pregnancy-philips",
      "name": "Pregnancy+ (Philips)"
    },
    {
      "slug": "babycenter-everyday-health-group",
      "name": "BabyCenter"
    },
    {
      "slug": "care-com-stories-planning",
      "name": "Care.com Stories/Planning"
    },
    {
      "slug": "commercial-pregnancy-appstrackers",
      "name": "Commercial Pregnancy Appstrackers"
    },
    {
      "slug": "mayo-clinic-pregnancy",
      "name": "Mayo Clinic Pregnancy"
    }
  ],
  "aiAlternatives": [],
  "parentBrand": null,
  "subBrands": [],
  "updatedAt": "2026-04-10T06:51:32.264+00:00",
  "verifiedVitals": {
    "website": "whattoexpect.com",
    "founded": "1984 (Book), 2005 (Digital)",
    "headquarters": "New York, NY",
    "pricing_model": "Free (Ad-supported)",
    "core_products": "Pregnancy tracking app, Week-by-week guides, Online community forums, Parenting articles.",
    "key_differentiator": "The only brand built on the legacy of the world's most famous pregnancy book, combining decades of editorial authority with a massive peer-to-peer community.",
    "target_markets": "Expecting parents, new parents, and individuals planning for pregnancy.",
    "employee_count": "100-250 (as part of Everyday Health Group)",
    "funding_stage": "Acquired (by Everyday Health Group/Ziff Davis)",
    "subcategory": "Parenting and Pregnancy Resources"
  },
  "intentTags": {
    "problemIntents": [
      "Word of Mouth: Relying on advice from friends, family, and local community groups.",
      "Print Media/Books: Using physical copies of pregnancy guidebooks or library resources.",
      "Medical Professionals: Consulting directly with OB-GYNs, midwives, and pediatricians for all questions."
    ],
    "solutionIntents": [
      "best pregnancy tracking apps",
      "week by week pregnancy guide",
      "pregnancy community forums",
      "what to eat during first trimester",
      "AI pregnancy symptoms checker",
      "Generic Health Apps/Spreadsheets: Using generic health tracking apps or spreadsheets to log symptoms and milestones."
    ],
    "evaluationIntents": []
  },
  "timestamp": 1777365882109
}