amma.family Acquires Majority Stake in Buzzaar to Expand Performance Marketing

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 specializing in word-of-mouth marketing.

The transaction, valued at several million dollars, combines a cash payment and a share swap, with the final agreements signed in June 2026. The deal makes amma.family the majority owner of Buzzaar, which will continue to operate as a standalone agency.

For amma.family’s commercial partners, the acquisition creates new opportunities to connect with a highly targeted audience of expectant and new parents. For families, it means access to more offers for products and services relevant to pregnancy and early parenthood.

Buzzaar brings more than 16 years of word-of-mouth marketing experience

Through the transaction, amma.family adds an established agency with more than 16 years of experience and a track record that includes campaigns across more than 10 countries.

At the time of the acquisition, Buzzaar had a network of 800,000 brand ambassadors. Its model is based on consumers trying products and sharing their experiences and recommendations both online and offline.

Unlike traditional influencer campaigns, Buzzaar's participants are everyday consumers rather than bloggers or influencers. They receive products to try, but they are not paid for their opinions or instructed on what to say.

Over the past eight years, the agency has focused on helping FMCG brands grow sales through e-commerce and marketplaces.

amma.family expands beyond media and advertising

Originally launched as a pregnancy tracker, amma.family has developed into a broader family-focused service and marketing partner for brands.

The company currently reaches more than 2 million monthly active users and has more than 200 contracts with brands and agencies worldwide.

The addition of Buzzaar's word-of-mouth model allows the companies to combine their capabilities. amma.family's commercial partners can now access a single media plan that brings together the platform's existing advertising formats with Buzzaar's word-of-mouth campaigns.

According to Evgeny Zhikharev, Founder and CEO of amma.family, the acquisition represents a shift toward performance campaigns designed to support brands' sales growth.

“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.

He added that brands will be able to reach families both online and offline, including through product samples delivered directly to consumers. Users can receive free sample kits with products to try during pregnancy and their child's early development and, if they genuinely like them, share their experiences 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,” Zhikharev said.

A combined model for product sampling and brand advocacy

For Buzzaar, the partnership brings the opportunity to take its word-of-mouth model to a larger audience and more markets.

“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.

Borisov highlighted amma.family's audience of expectant and new parents, its digital expertise and its international client base as key elements of the partnership.

“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,” he said.

amma.family and Buzzaar already secured projects in Latin America

The two companies began offering their combined solution to clients in March 2026, several months before the final agreements were signed in June.

During the first months of joint sales, amma.family and Buzzaar secured several projects in Guatemala, Mexico and Brazil.

Among them was a campaign for Baby Dove in Mexico, marking an early example of the companies' combined approach to connecting brands with consumers through digital reach, product experiences and word-of-mouth marketing.