Targeting Expecting Parents with B2C Data: A Guide for Wellness and Insurance Brands

Jenny Lee
Jun 8
3 min read

Key Points:

Expecting parents are high-intent consumers, with over $12K in first-year spending and high brand-switching rates.
Behavioral B2C data (age, income, purchase behavior) enables precise, cost-effective targeting before traditional baby registries activate.
Wellness and insurance brands using life-stage and intent-based data can increase conversion rates by up to 7.3%.

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Why Expecting Parents Are a Goldmine for Direct-to-Consumer Brands

Expecting a child is one of life’s biggest transitions—and also one of the most predictable. That predictability, when paired with the right consumer data, becomes a precision marketing opportunity. Whether you're selling wellness supplements, maternity services, baby gear, or insurance products, knowing how to reach this demographic with relevance and care can translate into lifelong customer loyalty.

According to a Pew Research study, nearly 80% of first-time parents are between the ages of 25 and 35, with household incomes typically ranging from $50,000 to $100,000. These individuals are highly active online and often begin researching family-related purchases up to six months before birth.

By leveraging B2C data signals—such as age range, marital status, recent baby-related purchases, and even health insurance search history—brands can make well-timed introductions to products and services that ease the journey into parenthood.

Top Data Signals to Build Effective Campaigns

Here’s what to look for when building or renting a data list to reach this segment:

Age: Target 25–35-year-olds, where 72% of first-time parents fall.
Marital Status: Married or cohabiting couples make up 68% of expectant parents.
Household Income: Prioritize households earning $75K or more.
Purchase Signals: Focus on recent purchases of prenatal vitamins, baby clothes, or pregnancy tests.
Search Behavior: Include people who have searched for health insurance or maternity care in the last 60 days.

Creating Campaigns That Actually Connect

Now that you’ve got the right list, what should your outreach say?

For wellness brands: Highlight benefits like “safe for pregnancy,” “clinically tested,” and “OB/GYN-recommended.” Parents are highly risk-averse during this period, so transparency builds trust.

For life insurance brands: Frame policies as a proactive way to protect a growing family. According to LIMRA, 51% of new parents purchase life insurance within a year of childbirth.

For healthcare providers and insurers: Promote maternal care plans or newborn coverage add-ons. Consider using educational content (like “Your First Pediatric Visit Checklist”) to establish credibility.

Compliance and Sensitivity Matter

While it’s powerful to use behavioral and demographic data for targeting, it’s just as important to approach this audience with sensitivity. Avoid messages that presume pregnancy status or make health claims without evidence. Make unsubscribing easy and respect privacy laws like HIPAA and CCPA.

“Marketers should never forget that every data point represents a real person, often experiencing a significant life event,” says privacy expert Michelle De Mooy, formerly of the Center for Democracy & Technology.

One Real-World Example

A national health insurance brokerage used Salesfully’s “Households with Children” B2C list and layered in recent prenatal purchases. They sent a short postcard with QR codes to a dedicated plan comparison page. Click-through rates were 3x higher than non-targeted campaigns.

Need help building something similar? You can learn more about Salesfully’s B2C targeting lists.

Just launched your new business and need resources to ace direct marketing at lower costs with higher ROI?

Check out Salesfully’s course, Mastering Sales Fundamentals for Long-Term Success, designed to help you attract new customers efficiently and affordably.

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