amma.family Acquires 51% Stake in Buzzaar to Connect Brands and Families Through Word of Mouth

amma.family, a global mobile service and one of the world’s largest communities for pregnant women and their families, has acquired a 51% stake in Buzzaar, a Dutch agency specialising in word-of-mouth marketing. For amma.family’s commercial partners, the deal opens new ways to work with a highly targeted audience of expectant and new parents; for families, it means more offers for products and services relevant to pregnancy and early parenthood.

The transaction, valued at several million dollars, combined a cash payment with a share swap; final agreements were signed in June 2026. Through the deal, amma.family became the majority owner of an established agency with more than 16 years of experience, a track record spanning campaigns in more than 10 countries and a network of 800,000 brand ambassadors at the time of the acquisition. Buzzaar will continue to operate as a standalone agency.

Originally launched as a pregnancy tracker, amma.family has grown into a broader family-focused service and marketing partner for brands. amma.family already reaches more than 2 million monthly active users and holds more than 200 contracts with brands and agencies worldwide. Buzzaar adds an established word-of-mouth model in which consumers try products and share reviews and recommendations online and offline. Its participants are everyday consumers rather than bloggers or influencers: they receive products to try but are not paid for their opinions or told what to say. Over the past eight years, the agency has focused on helping FMCG brands grow sales in e-commerce and on marketplaces. Together, the companies can offer amma.family’s commercial partners a single media plan combining amma.family’s existing advertising formats with Buzzaar’s word-of-mouth campaigns.

“With this deal, amma.family moves beyond media and brand advertising into performance campaigns that help brands grow their sales,” said Evgeny Zhikharev, Founder and CEO of amma.family. “Our clients can now reach families not only online but also offline, putting product samples directly into their hands. Users can receive free sample kits with products to try during pregnancy and their child’s early development and, when they genuinely like a product, share their experience and become advocates for the brands they trust. This is a new milestone for amma.family, both in how we work with our B2B partners and in the value we can offer our users.”

“For more than a decade, we have proven that real product experience, from product sampling to home parties, can turn into genuine recommendations, both online and offline, and ultimately into brand advocacy,” said Vladimir Borisov, Founder of Buzzaar. “amma.family brings a large audience of expectant and new parents, strong digital expertise and clients around the world. It is both a great partnership and an exciting challenge: to take our experience to a completely different scale, across dozens of markets and millions of users.”

amma.family and Buzzaar began offering the combined solution to clients in March 2026, ahead of the final signing in June. Within the first months of joint sales, the companies secured several projects in Guatemala, Mexico and Brazil, including a campaign for Baby Dove in Mexico.

Source: Buzzaar

  Acquisition, Agency, amma.family, Buzzaar, Marketing