Natalie Gordon

Natalie Gordon is the founder and CEO of Babylist. Babylist is a baby registry and e-commerce platform that combines content, commerce, and data to serve millions of expecting and new parents. Prior to founding Babylist, Natalie Gordon cofounded the English and Spanish language learning site Lenguajero.com in 2009 and was a software engineer for Amazon from 2004 to 2008. She was named to Inc.'s 2021 Female Founders 100 list. Gordon lives in Oakland, California, and is originally from London, Ontario.

Natalie Gordon is the CEO of Babylist, a company she founded in February 2011. At that time, she was pregnant with her first son, Max, and found making a baby registry difficult. Parents had to make individual registry lists with each retailer they wanted items from—there was no way to make a single list that linked items from different retailers. Another issue she ran into was difficulty researching items to be confident she was making the right decisions. Finally, with the sites at the time, one could not register for services, such as pet-sitting and frozen meal and diaper deliveries. Having been a software engineer at Amazon, she decided to find a way to solve these issues for herself as well as other parents, and Babylist was founded.

Babylist - Anything from any store

In 2012, Gordon was accepted to the 500 Startups, an accelerator program that helps grow promising startup companies. She used the seed money from the program to market Babylist through niche pregnancy blogs, customer reviews, and word of mouth. Next, she focused on working with product manufacturers would highlight their products on the company's Instagram and Facebook pages. She then worked on expanding the company with new online retailers.

Gordon has grown Babylist into the third-largest baby registry service online. More than half of US parents registered with Babylist in 2020, creating 1.2 million registries that year. The company has doubled its revenue each year from 2018 to 2021 and was on track to make $250 million in revenue in 2021.

As of 2022, Gordon has raised over $40 million in funding for her company Babylist.

In 2009, Natalie Gordon cofounded Lenguajero with August Flanagan, her husband at the time. Lenguajero.com was an online language learning community for Spanish-speaking English learners and English-speaking Spanish learners. The company shut down on June 18, 2012.

Natalie Gordon graduated from Faculty of Math with a computer science major in 2004 from the University of Waterloo.