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Cradlewise is evolving: Nurture plans explained
Cradlewise Staff
At Cradlewise, our mission has always been to create smart sleep solutions that grow with your baby and your family.
We recognize our world is changing in ways we can’t ignore. New tariffs and rising costs are challenging how we deliver the innovation, reliability, and compassionate care you expect from Cradlewise. At the same time, we understand you’re feeling the squeeze of higher expenses and we’re doing everything we can to help.
Over the last 3 weeks, we at Cradlewise have been working around the clock to build a simple solution that keeps the crib accessible for you, while at the same time lets us manage the rising costs and continue to deliver the best possible experience for your family.
Introducing Cradlewise Nurture
Starting May 8, 2025, we’re moving away from a one-time pricing model and launching Cradlewise Nurture Plans for new purchasers.
This change helps us continue innovating while ensuring we can offer you and your family the thoughtful, high-quality experience you deserve—today, and as your little one grows. 🤍
Who is this update relevant for?
All new cribs sold on or after May 8, 2025 will come in-built with Nurture plans. If you already own a Cradlewise crib or had booked a Cradlewise crib before this date, this change doesn’t apply to you — your experience stays exactly the same, for current and all future babies.
What changes for new buyers?
We are keeping the crib’s base price unchanged which includes the most-loved features free for the first two years. Beyond that, select features will be accessible with paid Cradlewise Nurture plans. Here’s how this works:
- The upfront purchase price of the Cradlewise crib remains the same. You can check our ongoing offers here.
- Every crib purchased on or after May 8, 2025, comes with 2 years of Nurture Core — completely free and ready to go. No in-app purchases, no credit card. All the essentials are included from day one.
- Nurture Core Plan includes our most popular features:
- Smart Soothing (responsive bounce + sound)
- Access for 2 users and 4 devices
- Sleep tracking with 14-day history
- Sound machine with white, pink, and brown noise tracks and the ability to customize sounds
- Over-the-air updates and enhancements, and more. Read the full list in our next section.
- After the first 2 years, for your second baby and beyond, Nurture Core will be available for $9.99/month.
- Most importantly, even after 2 years, your crib will remain smart. Even without a Nurture plan, the trusted and favorite Smart Soothing feature that our community loves, continues to work—without any additional payment.
What are the different plans?
From full data and customization to fuss-free basics, our tiered plans let you pick the support that best fits your family. Here’s how Cradlewise Nurture plans work:
Conclusion
At Cradlewise, we’ve always believed that better nights build better days. This change is an important step in helping us continue to innovate and build the future of nurture for every baby and parent. We are grateful for your trust in us and honoured to be part of your sleep journey!
FAQs
Q: Do I have to pay for the app after buying the crib?
A: When you purchase a crib from our website or our affiliates, your crib comes with in-built 2 years of free access to our Nurture Core plan. The free access is in-built from Day 1 and you don’t need to punch in a credit card to get started.
Q: When does my free access to Nurture Core expire?
A: Your 2-year free access to Nurture Core begins on the date your baby first uses the crib.
Q: How can I purchase or upgrade to a Nurture plan?
A: You’ll be able to purchase or upgrade your plan through the Cradlewise app, or add on the Annual Nurture Plus pack when purchasing the Cradlewise smart crib from our website.
Q: What happens if I already have an active Cradlewise Plus plan on my current crib?
A: Nothing changes for you. Cradlewise Plus is being rebranded into Nurture Plus. You’ll continue to enjoy your Premium features and can renew your plans just like before. Additionally, we’ll make sure you get access to new features as they’re rolled out, ensuring your experience stays current and valuable.
Q: When and how can I buy Nurture Plus?
A: At any point of time, you can use your Cradlewise app to upgrade your crib’s plan to Nurture Plus.
Note: If you are an existing Cradlewise crib user who doesn’t currently have access to Cradlewise Plus, you will receive the access to purchase Nurture Plus (formerly Cradlewise Plus) from 23rd June, 2025.
Q: Can I use the crib without a subscription?
A: Absolutely! Your crib will continue to have its most essential features that come built-in. Here’s what you can access:
1. Smart Soothing: Responsive soothing with bounce and sound when your baby stirs.
2. Sleep chart: Sleep chart from yesterday to help track your baby’s rest.
3. Intelligent Notifications: In-app alerts for baby activity like wake-ups and cries.
4. Sound machine: You can use our preset soundtrack with pink noise for soothing.
5. Critical OTA updates: You’ll continue to receive critical security updates to keep your system safe and secure.
Q: What happens if I resell or gift my Cradlewise?
A: If your crib is resold or gifted to a new family, the new owner can decide if they’d like to unlock the full experience with a Nurture Core or Nurture Plus plan. If they prefer not to, they can still enjoy the crib’s Smart Soothing features without any paid plan.
Q: What if I already own a second-hand Cradlewise crib?
A: Nothing changes for you, your crib and app will continue to have the features that you already see and use. You will receive the option to purchase the optional Nurture Plus pack (formerly Cradlewise Plus) from 23rd June, 2025.
Q: Do I need two plans for my twin babies?
A: The Nurture plan is tied to a baby, so you will need to purchase two plans for two babies. If you purchase the Cradlewise crib from our website or affiliates, each of your cribs will come with 2 years of free access to Nurture Core, for all orders starting 8 May 2025.
Q: What changes for existing Cradlewise owners?
A: If you’re already own a crib or have placed an order before May 8, 2025 and are yet to receive it: Nothing changes for you, your crib and app will continue to have the features that you already see and use | features that were promised to you at the time of purchase, for your current and all future babies.
You will receive the option to purchase the optional Nurture Plus pack (formerly Cradlewise Plus) from 23rd June, 2025.
Nurture Plus is an optional, paid subscription plan that unlocks the below brand-new features:
1. Sleep Flipbook: Time-lapse videos of your baby’s crib time — replay the last 7 nights to understand how well your baby is sleeping.
2. Curated Lullabies: Go beyond white noise with our handpicked collection of soothing lullabies.
3. Record & Play Your Voice: Sing, shh, or comfort your baby with a personalized lullaby in your own voice.
4. Video Alerts: Get 30-second video clips with every baby notification — so you never miss a moment.
5. Web Streaming: Monitor your crib from any browser and go mobile free.
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