Jack Crivici-Kramer

That's why we think Social Security should absolutely invest in the stock market so that every single American benefits.

For our second story, BabyList has become a $500 million business by doing one thing and one thing only, register babies.

But now BabyList is opening its second physical store in New York, and it looks like a Hollywood studio.

Oh, Yetis, you are not going to want to nap on this one.

All right, but first, Jack.

If we were pitching a venture capitalist, like, this is not a good VC pitch, right, man?

Millennials are marrying late.

They're having fewer kids.

Gen Z's not having kids.

And yeah, we're in the middle of a baby bust.

And yet, BabyList business is having a baby boom right now.

In 2011, the BabyList founder wrote code for her website during her Amazon maternity leave while her infant was napping in the room next door.

And the concept?

Simple.

Universal online baby registries.

15 years later and three of my kids later, they've raised $50 million and they're doing $500 million a year in revenue.

Get this, BabyList is now used by half of all first-time parents in America.

BabyList is more involved probably than your mother-in-law.

And the sleeper hit interesting strategy here.

What is it, Jack?