# What To Expect
> 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
- Slug: what-to-expect
- BAI Score: 94/100
- Archetype: Challenger
- Category: Media and Information
- Last Analyzed: April 10, 2026
## Competitors
- Babycenter (https://optimly.ai/brand/babycenter)
## Also Referenced By
- ParentData by Emily Oster (https://optimly.ai/brand/parentdata-by-emily-oster)
- BabyCenter (https://optimly.ai/brand/babycenter-propel-media)
- Pregnancy+ (Philips) (https://optimly.ai/brand/pregnancy-philips)
- BabyCenter (https://optimly.ai/brand/babycenter-everyday-health-group)
- Care.com Stories/Planning (https://optimly.ai/brand/care-com-stories-planning)
- Commercial Pregnancy Appstrackers (https://optimly.ai/brand/commercial-pregnancy-appstrackers)
- Mayo Clinic Pregnancy (https://optimly.ai/brand/mayo-clinic-pregnancy)
## Buyer Intent Signals
Problems: 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.
Solutions: 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.