With Clinically Validated Tools from Heba and a New Feeding, Sleeping and Diaper Tracker, Joy Accelerates its Mission to Deliver 24/7 Guidance

Joy Parenting Club - the platform revolutionizing the parenting experience - today announced its acquisition of Heba Care, a technology platform that supports families navigating complex health and developmental needs. The acquisition marks Joy’s latest milestone in building the most comprehensive support ecosystem for parents, in which Joy has also unveiled a new AI-powered tracker for feeding, sleep and diapers. The tracker is now in Beta Testing and will continue to roll out to all Joy users in the next 30-60 days.

The need for accessible family support has never been greater. With over a third of children’s centres and family hubs closing since 2009, and 80 percent of parents now turning to social media for guidance, families are increasingly seeking trusted, digital solutions. By combining Joy’s expansive parenting platform with Heba’s technology, Joy will scale access to high-quality support for parents across the globe.

As a part of Joy’s expanding ecosystem, parents who rely on Joy’s AI experts for guidance on feeding, sleep, child development, and everyday parenting will now gain access to clinically validated tools that help them navigate, coordinate, and manage their child’s care. Families who previously used Heba, especially those supporting children with developmental differences or complex health conditions, will have the option to join Joy for an enhanced level of care.

“At Joy, our mission is to ensure every parent has access to trusted support whenever they need it,” said Emily Greenberg, President of Joy. “Heba has built powerful technology for families navigating some of the most complex challenges in parenting. Integrating their tools and expertise into Joy allows us to reach even more parents globally and continue building the most comprehensive support ecosystem for families.”

Earlier this year, an independent study funded by Innovate UK demonstrated Heba’s measurable impact, including a 37 percent improvement in care coordination and 38 percent reduction in stress. This traction further complements Joy’s commitment delivering meaningful, accessible resources through 24/7 expert-led support, curated content, commerce, and parenting services.

“We started Heba to help families never feel alone - especially when facing complex health or developmental challenges,” said Sam Milliken-Smith, Founder of Heba. “Joining Joy allows us to take that mission further and faster.”

This acquisition follows Joy’s $14M Series A fundraise in November 2025, illustrating the company's tremendous growth and its vision to expand the future of digital parenting support in the year ahead.

About Joy

Joy is building the most advanced AI designed specifically for parents. The Joy Parenting Club gives members 24/7 access to certified parenting experts - from parent coaches to lactation consultants - helping families thrive at every stage of parenthood. Joy is backed by leading consumer investors Forerunner Ventures, Raga Partners, Magnify Ventures and Obvious Ventures.

For more information, visit joy.co.

About Heba Care

Heba is a digital platform providing care management, coordination, and navigation support to families of children with developmental differences and health conditions. Founded in 2022, Heba offers a clinically validated and 4.9-star-rated mobile app that supports 15,000+ families across the United Kingdom, United States, Australia and Canada. Described as “every special needs parent’s dream,” Heba works with organisations including the NHS, Bupa and several national charities, and has been awarded significant grants from the UK’s National Institute of Health Research, Innovate UK and the University of Cambridge to deliver projects to improve the support available to families of children with additional needs.

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