Now You Can Add Life Insurance to Your Baby Registry

Prudential Financial and Babylist, the online baby registry, are partnering to allow new parents to add term life insurance to their registry.



Available under the cash funds category right next to the diaper fund, parents can now add term life insurance to their registry.



Registrants can add term life insurance with the option to select different goal amounts. Once added to the registry, Babylist will transfer any contributed money to registrants’ bank account.



“Having a baby is one of the most exciting — and overwhelming — times in life. We are pleased to partner with Babylist to make it easy to buy protection designed specifically for new parents. Expecting parents often feel financially pressed and may not think about how life insurance protects their young family and contributes to financial security. One-third of registries new parents make in the United States are with Babylist. This strategic relationship between life insurance and a baby registry is a prime example of how we are engaging customers in new and unexpected ways.” – President, Individual Life Insurance, Salene Hitchcock-Gear.


“I started Babylist because no other option gave me the opportunity to register for items I really wanted as a new parent, like dog walking and meals, in addition to the basics like strollers and bottles. Eight years and millions of registries later, Babylist is pioneering new options for expecting parents to register for exactly what they need. Given our customers’ interest in life insurance, we think that a strategic relationship with Prudential, a company that people have relied on for their protection needs for more than a hundred years, makes perfect sense for our users.” – CEO of Babylist, Natalie Gordon.


Founded in 2011 with $650k in funding, the California-based company is a team of 33 and enjoys over 1.2m monthly website visits.