Next-Gen Nursery: Owlet Delivering Connected Care

juill. 09, 2026

Host: Jonna Kim, Director, Consumer - Apparel, Footwear & Textiles Retailing/Specialty Stores Research Analyst, TD Cowen

Guest: Amanda Crawford, CFO, Owlet

Monitor What Matters Most. We hosted Amanda Crawford, CFO of Owlet, at the TD Cowen 10th Annual Future of the Consumer Conference, to highlight the unique competitive positioning of Owlet in the baby monitoring category. Owlet is the first of its kind, FDA-cleared smart baby monitor that provides real-time health and sleep insights for more confident parenting.

This podcast was recorded on June 2, 2026

Full Transcription

Speaker 1:
Welcome to TD Cowen Insights, a space that brings leading thinkers together to share insights and ideas shaping the world around us. Join us as we converse with the top minds who are influencing our global sectors.
Jonna Kim:
We're live at TD Cowen's 10th Annual Consumer Conference. My name is Jonna Kim. I'm the retail and beauty analyst, and I have the pleasure of hosting Amanda Crawford, CFO of Owlet. Owlet makes modern parenting more joyful with the first FDA-cleared smart baby monitor and connected nursery ecosystem that provides trusted health insights. So Amanda, thank you for joining us today. Just to kick off, so what has been the biggest change that you've observed with the company and what are you most excited about as you look out to the next three to five years?
Amanda Twede Crawford:
Yeah, the first several years that I was at the company, the focus was on getting our medical clearances. It really positions us uniquely in the space as the only baby monitor that is medical cleared for at home. So that was the focus over the last several years. But what's interesting is that we're really pivoting into being more of a health and data insights company where we use our hardware to enable those insights, which is really exciting. We launched our Owlet360 product last year, which gives parents additional information about their baby. It's really cool. You think about the explosion of wearables. All of us are interested in our own health data, but the baby doesn't have a voice and we're really the voice of that baby to give parents information that they need to help them parent better.
Jonna Kim:
Yeah, for sure. Another big focus for you is unlocking higher LTV for the year. And as you noted, updated camera came out driving higher LTV for you. What are key opportunities that you see to increase LTV with your customers and that engagement longer term?
Amanda Twede Crawford:
Yeah, I think with the new launch of our third generation camera Dream Sight, it really is a big opportunity to unlock for us. You think that most parents on average have two children, so that really gives us a multi-year relationship. So with our Dream Sock that's usually used for up to 18 months, you add on the camera, which is used for several years, it gives you the opportunity for a multi-year relationship with the parent. And it's really enabled by that new Owlet360 product where we can keep a parent in the ecosystem for multiple years with that camera.
Jonna Kim:
And another exciting opportunity for you is the subscription part. You're at 34% attachment rate in the Dream Sock base. What is a realistic ceiling in that regard and what drives incremental conversion from here? Is it pricing, bundling, product value? How are you thinking about that?
Amanda Twede Crawford:
Yeah, I think a few things. Definitely product bundling with the camera is helpful. Our first launch of Owlet360 was really focused on Sock features. We're continuing to roll out features on a rolling basis, but getting out those camera features and additional Sock features is really what's going to drive that attach rate up. We're really pleased with 34%. I definitely don't think it's the ceiling. Half of our nightly users are camera users. So we have a big opportunity in front of us to grow our subscriber base by adding new features. One other thing to add too is we're currently only in English-speaking countries. So we will be rolling out the 360 product for international customers as well.
Jonna Kim:
And related to subscription, you're also testing the telehealth component, which is very exciting. You're in early stages, but could you just talk about the telehealth opportunity that you have ahead and what are key initiatives behind scaling the platform?
Amanda Twede Crawford:
Yeah. It's really exciting with telehealth. It's really unique and different from what other providers offer because we actually have real-time vitals and data that can be shared with a pediatrician over the phone, which is unique because if you call telehealth and you can't really give them any information, they're going to tell you to go in. They're going to tell you to go see a doctor in person. But if they've got some additional vitals information, we believe it'll really help minimize the healthcare cost for parents. So this first year is really focused on testing and learning with this first launch of telehealth, seeing how it's working with consumers, testing out price points, and then really scaling it in the years to come.
Jonna Kim:
And another sort of segment of your business, BabySat, could you just talk about maybe for the audience what it is and what's the roadmap to scale that business and how will BabySat strategically become an integral part of the overall ecosystem?
Amanda Twede Crawford:
Yeah, so BabySat is our prescription version of our Sock. So it's the same hardware, but the difference is it's prescribed by a doctor for babies who have specific health needs. What's really cool about BabySat is that the doctor can set the alarming thresholds and tailor it unique to that specific baby's needs. And with BabySat, it is still an important channel for us. It is growing at the speed of healthcare, so it's a little bit slower. We're working on hospital partnerships. We think it's really important that we have the offering for parents when they're leaving the NICU. So we're continuing to drive that channel. We have seen growth. It grew over 100% in Q1. Granted, it was a small number, but we do expect to see it become more meaningful over time.
Jonna Kim:
And as we close out, what do you think is the most misunderstood by investors and what do you want investors to take away most from the Owlet story?
Amanda Twede Crawford:
Yeah, it's really the competitive moat that we have. I mean, we are such a unique product. We're not just a gadget. We actually work. We're medical grade for at home use. So I think that moat is really important to understand. And the other piece of it is that we're only scratching the surface of the markets that we're in right now. We believe we have the opportunity to expand. We've got about a 10% penetration rate in the US of births. We think that we could get a lot higher of a number. In Europe, we're in the low single digits. We just have this really big opportunity in the markets that we're in. So our focus over the next year is to really focus on reaching those markets a little bit deeper and growing our core base.
Jonna Kim:
Thank you, Amanda, for joining us today. Really excited about the Owlet's growth trajectory ahead.
Amanda Twede Crawford:
Yeah. Thank you for having me.
Jonna Kim:
Thank you.
Speaker 1:
Thanks for joining us. Stay tuned for the next episode of TD Cowen Insights.

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Jonna Kim
Jonna Kim
Directeur et analyste de recherche, Biens de consommation, Vêtements, chaussures et textiles, Commerces de détail et Magasins spécialisés, TD Cowen

Biographie

Jonna est directeur de l’équipe du commerce de détail et de luxe de TD Cowen. Elle est chargée des segments de la beauté, du commerce électronique et du commerce de détail spécialisé. Avant de se joindre à TD Cowen en 2018, elle était adjointe des relations avec les investisseurs chez JPMorgan Chase.

Jonna a obtenu un baccalauréat du Barnard College/l’Université Columbia et une maîtrise en affaires internationales de l’Université Columbia. Elle détient le titre de CFA.