Joy Parenting Club has acquired Heba Care, a technology platform that supports families navigating complex health and developmental needs. Joy has also launched an AI-powered tracker for feeding, sleep, and diapers. The tracker is in beta testing and will roll out to all Joy users in the next 30-60 days.
Joy combines AI experts for guidance on feeding, sleep, child development, and everyday parenting with access to clinically validated tools. Families who previously used Heba, particularly those supporting children with developmental differences or complex health conditions, will have the option to join Joy.
“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.”
An independent study funded by Innovate UK demonstrated a 37% improvement in care coordination and 38% reduction in stress for Heba users.
“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.”
The acquisition follows Joy’s $14 million Series A funding round in November 2025. With over a third of children’s centres and family hubs closing since 2009, and 80% of parents turning to social media for guidance, families are increasingly seeking digital solutions.
Joy Parenting Club provides 24/7 access to certified parenting experts, from parent coaches to lactation consultants. The company is backed by Forerunner Ventures, Raga Partners, Magnify Ventures, and Obvious Ventures.
Heba was founded in 2022 and offers a mobile app that supports 15,000+ families across the United Kingdom, United States, Australia, and Canada. The app has a 4.9-star rating. Heba works with organizations including the NHS, Bupa, and national charities, and has been awarded grants from the UK’s National Institute of Health Research, Innovate UK, and the University of Cambridge.
