About us

Mumsnet is the UK’s no.1 platform for parents and we’re driven by our mission to make parents’ lives easier by helping them make better decisions.

Reach your target audience at scale—whether they’re women, mums, or parents

  • 3 in 5 new mums

    Many first discover us when they’re pregnant, which is why every month we reach 3 in 5 mums with a child under 1 year and 1 in 2 pregnant women

  • 1 in 3 women

    Some users join during pregnancy but stay for so much more. 1 in 3 women (35-54 yrs) visit us every month for entertainment, inspiration, and no-nonsense advice

  • 1 in 2 households

    We reach 49% of households with a child aged under 19 yrs, making us the perfect place to connect with family household decision makers

What is Mumsnet?

Mumsnet is a trusted social platform that’s home to a vibrant online community of 8 million users who are mainly women. They visit for helpful advice, light entertainment and when they’re in a research mindset. They spend almost 9 mins per session on our platform, making them a highly engaged audience.

Conversation is the heart of our community, with over 26,000 posts daily across 238 talkboards on every topic imaginable. Anonymity encourages honesty, while a strong sense of community makes Mumsnet advice and endorsements truly influential.

How it all began

The brainchild of Justine Roberts CBE, Mumsnet was conceived back in 2000, triggered by a disastrous family holiday. As the saying goes, necessity is the mother of invention and, after learning the hard way that under 5 year olds and jet lag don’t mix well, Justine had a lightbulb moment - what if she could tap into the experiences and recommendations of other parents for future decisions?

From this spark of an idea Mumsnet was launched, creating a digital space where parents can come together as a community to share invaluable advice with each other, which they’ve been doing everyday for the last 25 years! The concept resonated so strongly that our community has flourished into a vibrant and diverse collective of 8 million users, establishing us as the UK’s largest community of parents.

Whilst our users often initially discover us during the journey into parenthood, their continued presence with us spans a variety of ages and life stages, demonstrating the timeless appeal of Mumsnet's supportive and enriching community and content.

The UK’s no.1 platform for parents—but so much more

We know, we’re called Mumsnet—but that doesn’t mean we’re just about “mum stuff” (whatever that is!).

While parenting is at our core, our community drives conversations far beyond nappies and night feeds.

We’re also a space for honest, unfiltered discussions on everything that matters.

  • Most users come for entertainment, advice, and recommendations.

  • In fact it’s the 2nd biggest topic on Mumsnet, showing just how wide-ranging our conversations are.

  • Proving Mumsnet is where real-life conversations happen

Most importantly, we provide a safe space for women to connect, share, and engage in conversations—free from the threat of abuse and misogyny that’s all too common in other online spaces

Mumsnet is as a digital haven for parents

Conversation

Our forum talkboards are buzzing with conversation, with our community members collectively sharing over 26 thousand posts per day. Conversation across our talkboards covers a diverse range of topics - from Style & Beauty, to Children’s Health, to Travel - and provides a unique opportunity for individuals to engage in discussions, seek and provide advice, as well as share experiences.

Content

Editorial content pages, such as Mumsnet Swears By, complement our buzzing community conversation by providing well-curated, informative articles. Our editorial team understands the pulse of the Mumsnet community and tailors content to address the specific needs and interests of our users, creating a sense of relevance that keeps them engaged and coming back for more.

Our scale and engagement over multiple decades are a testament to the value Mumsnet provides to parents who come here to share, learn and grow together as a community.

Purpose before profit

We’re a business funded by advertising but we only work with brands who are aligned to our mission of making parents’ lives easier.  Our business does not exist to make a profit. It makes a profit to exist. We're passionate about raising women's voices as we pursue our mission, and we use our unique insight into their opinions and experiences to speak truth to power. That's why you might see our CEO, Justine Roberts CBE, posing Mumsnet users' questions to politicians, sharing their stories on the Today Programme, or talking to national broadsheet newspapers about the result of our latest research.