The performance partner helping brands reach parents at their most pivotal life stage

Affiliate has long excelled at reaching niche, high-intent audiences, but few are as valuable or as underserved as new and expecting parents. That’s where Cubbi comes in. This fast-growing UK platform has built a verified, first-of-its-kind community of parents actively seeking brand support during parental leave. With rising living costs, reduced income, and major lifestyle changes all hitting at once, this audience is intentional, loyal, and ready to explore brands that meet their needs.

Let’s break down what makes Cubbi such a timely and powerful addition to your partner mix.

Cubbi

Who are Cubbi?

Cubbi is the UK’s first dedicated discount platform for new and expecting parents, similar to UNiDAYS or Blue Light Card but designed specifically for the parental leave life stage. Founded by Olivia, a new mum navigating the realities of maternity leave, Cubbi was built to give parents a smarter, more supportive way to save. Through their free app, Cubbi connects verified users with meaningful brand discounts across everything they might need, from baby essentials to travel, tech, fashion, and food. In just over a year, Cubbi has built a community of tens of thousands of parents, launched 100+ brand partnerships, and grown a loyal following across email, social, and blog content.

Which brands Cubbi works best with

Cubbi isn’t just for baby brands. Their audience spans the full spectrum of modern parenting needs, covering travel, fitness, fashion, skincare, food, furniture, tech and beyond. If your product supports parents through a high-cost, high-decision life stage, Cubbi can help you reach the right audience at the right time.
This makes Cubbi a smart play for any brand looking to build loyalty with family-first shoppers, especially during a period where long-term habits are being formed.

How have they driven results for brands

Cubbi has already delivered strong results for both global and local brands. Their campaign with ergoPouch helped the Australian baby brand build UK visibility through bespoke content across Cubbi’s app, blog, social and email.
Meanwhile, their multi-platform partnership with BetterHelp saw high engagement from the right audience at the right moment, giving the global therapy brand a trusted route into the UK parent space.

Who’s already on board

Cubbi already works with over 100 trusted brand partners, including:
New Balance, Cosatto, Curry’s, Simply Be, Benefit Cosmetics, Chicco, Free Soul, Holiday Extras, BetterHelp, and many more.

What makes Cubbi different

Cubbi is the only UK discount platform that verifies every parent on the platform, giving brands total confidence in who they’re reaching. Their content is community-led and conversion-focused, giving partners exposure in the channels that matter, whether that’s the app, blog, email, or social.

They’ve built genuine trust with their users, and it shows. Their audience is not only growing, but engaging. With a national launch campaign coming in early 2026 across TV, digital and PR, Cubbi is set to reach new scale at a moment when parents need support more than ever.

What pain points do they solve for brands?

Parental leave is a high-cost, low-income life stage. At the same time, it’s also when parents are most open to discovering new brands. That presents a unique opportunity for affiliate teams.
Cubbi connects brands to a verified audience at a moment of high intent, where trust is valued, savings are welcomed, and brand decisions have long-term impact. For parents, it feels like real support. For brands, it’s a route to long-term loyalty and immediate performance.

Retailer Benefits

How brands can partner with Cubbi

Cubbi offers a range of creative and performance-driven ways to work together:

Featured Brand placement in the app and website, for maximum visibility
Bespoke content across Cubbi’s blog, social and email
Discount link integration on your site to increase conversion and average basket size by up to 35%
Zero onboarding fees for new brand partners until January 2026

Exposure Opportunities

Why they're "One Step Ahead"

The Bottom Line:

If your brand serves modern families, whether it’s through products, services, or experiences, Cubbi offers a high-impact, low-barrier way to drive performance through affiliate. Their verified audience, supportive content model and upcoming national launch make them a must-watch partner for 2025 and beyond.

Want to find partners like Cubbi that can drive serious growth for your affiliate programme?
Let us show you 10 high-performing affiliate partners that aren’t yet working with your brand, but should be. Each recommendation is hand-picked based on your brand, goals and market potential, so you can quickly expand your affiliate mix with partners built for performance. All we need is a 20-minute call to tailor your list and ensure the recommendations are actually useful, not just generic names you’ve heard before.

10 Affiliate Recommendations

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