# About Us | Clever Mum

> Clever Mum is an independent UK parenting site: expert-checked advice, hands-on reviews and buying guides whose rankings can never be bought.

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Nice to meet you

 
# About Clever Mum

    
 
Quick answer — What is Clever Mum? 

 
Clever Mum is an independent UK parenting site publishing pregnancy, baby, toddler and
        family advice sourced to NHS/GOV.UK guidance, product reviews tested in real life, and best-of buying
        guides. We're funded by clearly-labelled affiliate links — and rankings can never be
        bought.

    
## Why we exist

 

Parenting information online is either anxious, ad-choked or quietly sponsored. We built
Clever Mum to be the opposite: answer-first advice that respects your time, reviews that
        state a verdict and show their working, and money guidance that tells you when the cheap
        option is genuinely just as good (spoiler: with first infant formula, it legally is).

 
## What we stand on

 
 * **Answers before scrolling.** Every article opens with the 40–60 word answer, then earns the detail.
 * **Sources you can check.** Health-adjacent advice cites the NHS, Lullaby Trust or gov.uk — we describe guidance rather than inventing our own.
 * **Rankings that can't be bought.** Retailers cannot pay to appear in, or move up, any list. Ever.
 * **Honest money pages.** No fake countdown timers, no invented "was" prices — our Deals page lists schemes that stay true.
 * **UK-first.** UK regulations, UK retailers, UK prices, UK parental leave rules.
 
 
## How the site is funded

 

Some outbound links are affiliate links, always marked with * and disclosed before you
        click. Commission never changes what we recommend — the full mechanics are on
[How we make money](/how-we-make-money/) and the rules we hold ourselves to are
        in the [editorial policy](/editorial-policy/).

 
## Talk to us

 

Spotted an error, a price that's moved, or a guide we should write? Email
**editors@clevermum.co.uk** — corrections get fixed fast and credited.

   
## The team

  [  SH   Sophie Hart Founder & Editor  ](/authors/sophie-hart/)[  HW   Hannah Wright Reviews Editor  ](/authors/hannah-wright/)[  EW   Emma Whitfield Pregnancy & Baby Writer  ](/authors/emma-whitfield/)[  CD   Claire Dunn Money & Deals Editor  ](/authors/claire-dunn/)