Mumsnet founder Roberts plots delivery of new owner

The founder of Mumsnet is in talks with private equity investors about selling a stake in the online community for parents she set up more than a quarter of a century ago.

Sky News has learnt that Justine Roberts, who launched Mumsnet in 2000, is working with advisers on a process which could ultimately see her relinquishing control of the business.

City sources said this weekend that discussions with prospective investors had been underway for some weeks, although they remained at a relatively early stage.

The identity of the firms in talks with Mumsnet was unclear.

Founded in 2000, Mumsnet has grown into an online community with approximately eight million monthly users.

Ms Roberts owns about 60% of the company, with staff and a number of angel investors also on its share register.

"Over the years we've had plenty of approaches, but we've stayed independent because trust and community integrity are central to Mumsnet," Ms Roberts told Sky News.

"If we bring in a partner to help us grow internationally, we'll be very focused on finding the right fit rather than rushing into a deal."

Mumsnet's users are predominantly women aged between 25 and 45.

The company employs about 75 people, with Ms Roberts having transitioned from the chief executive's role to executive chair last August.

Sue Macmillan, formerly its chief operating officer, has replaced Ms Roberts as CEO.

Mumsnet provides a forum for mothers to share experiences, perspectives and practical advice.

It has also evolved into a campaigning organisation, seeking to influence issues including childcare, parental leave, women's health, safety and children's use of technology.

The company also owns Gransnet, which aims to provide a similar service to grandparents.

According to accounts filed at Companies House for the year ended December 31, 2024, Mumsnet recorded turnover of £9.4m, a year-on-year rise of almost 20%.

Post-tax profit was up 14% to £2.65m, while users spent a total of 45.7 million hours on the site - a rise of 6.5%.

Among the new products it referred to was the launch of MumsGPT, an AI-driven consumer insights tool.

One source said the sale of a stake in the business was expected to provide capital to facilitate an international expansion strategy for Mumsnet.

While the valuation of the business was unclear this weekend, sources speculated that it would be worth tens of millions of pounds.

If she does sell a controlling interest, Ms Roberts is likely to remain involved as an ambassador or advisor to the company.

Mumsnet is understood to be being advised by FirstCapital, an independent boutique, on the talks with investors.

(c) Sky News 2026: Mumsnet founder Roberts plots delivery of new owner