All news articles
Jun 10, 2025
TL;DR
Coterie focuses on premium quality and innovation, avoiding discounts to enhance family well-being and drive growth.
SVP Ankur Goyal emphasizes value-first strategies, offering services like SMS order management and sizing trials for better customer experience.
Coterie adapts to rapid market cycles in baby care, leveraging AI-driven consumer discovery to maintain relevance and growth.
Our pitch is: ‘Here are 10 parents who switched to Coterie and are finally sleeping better because they’re not doing constant nighttime changes.’ Now that’s interesting. That’s a real pitch—it’s about the tangible value we bring to parents' lives, not just a discount on a commoditized product.
Ankur Goyal
SVP of Growth | Coterie
No discounts, no gimmicks—just a direct value proposition built on clear benefits, strong product, and messaging that resonates. It’s a strategy grounded in trust over tricks, and for Coterie, it’s driving real, lasting growth.
Ankur Goyal, SVP of Growth at Coterie, is shaping the brand’s value-led approach, prioritizing real solutions over short-term discounts to meet the needs of modern parents.
Pitch perfect: "You won't see a single Coterie ad saying 'get 50% off'," explains Goyal. "Our pitch is: ‘Here are some parents who switched to Coterie and are finally sleeping better because they’re not doing constant nighttime changes.’ Now that’s interesting," says Goyal. "That’s a real pitch—it’s about the tangible value we bring to parents' lives, not just a discount on a commoditized product."
Cribside delivery: "The idea that you can subscribe to diapers and have that be a service is new, but other people can do that," Goyal says, but Coterie takes it further. "You can use SMS for order management. So now it's late night, you're doing a feed and you need to adjust your diapers, you can just text us," he explains.
He also highlights a sizing service for first-time subscribers, providing a trial pack of the next size up to achieve a perfect fit from the start to minimize leaks. "DTC enables that," Goyal adds. "If we were a retail-based brand, that extra innovation in digital couldn't happen."
You can use SMS for order management. So now it's late night, you're doing a feed and you need to adjust your diapers, you can just text us.
Ankur Goyal
SVP of Growth | Coterie
Message over medium: While Coterie employs a mix of channels—like Meta, linear TV (surprisingly effective on "kids TV or true crime" for demographic reach), and influencer marketing—Goyal stresses the message's primacy. "The channel itself is truly just a medium. It's what you say that matters."
"If you say non-compelling stuff on Facebook, then congratulations, it's not going to work," he asserts. "You're not going to grow." For Goyal, effective communication means owning the value they bring. He pushes back against the notion that direct value propositions are "too basic," arguing that "you have to deliver value to people and be very clear and own the value that we bring," even with a "utilitarian message."
AI as augmentation: Coterie embraces AI "arms wide open." Goyal clarifies: "Unlike some other companies, AI is not a substitute for us," explaining they view it strategically as an augmentation. AI bots already handle basic order management via text for Coterie's CX team, boosting NPS scores through speedy resolution. "This allows our CX team to deliver concierge-level service to anyone with a more advanced request," he explains. The company also explores AI for creative analysis and streamlining influencer sourcing.
But Goyal remains cautious about AI-generated video assets featuring people: "We still don't think the industry or the tech is strong enough to create new video assets with people. It's just not compelling enough right now." But, it could be right around the corner.
They grow up so fast: "What's interesting about baby care is that the market turns every two or three years," says Goyal. "Anyone that's buying baby products right now was not buying them two years ago, and probably won't buy them two years from now." This quick cycle means "discovery is happening all at once," with parents actively seeking information.
A key trend Goyal notes is the rise of AI in consumer discovery: "Chat GPT traffic to our site doubled in April. And so that's only going to continue." Consequently, Coterie now focuses on "getting these models to talk about us in an accurate way," viewing it as the new frontier, akin to "Facebook ads in 2011" or "SEO in 2005."
