The people behind the site
Our editorial team
Every article carries a byline, every review names its tester, and every recommendation is governed by our editorial policy.
SH Sophie Hart Founder & Editor Sophie founded Clever Mum after her first maternity leave turned into a full-time research project — hundreds of hours comparing pushchairs, decoding car-seat regulations and finding out which baby costs are worth it. She sets the editorial standards: every guide answer-first, every recommendation reasoned, every affiliate link disclosed. HW Hannah Wright Reviews Editor Hannah runs the Clever Mum testing programme. A former product manager and mum of two under five, she puts pushchairs through real boots, real buses and real park mud before a verdict is published, and re-checks prices and availability on every review cycle. EW Emma Whitfield Pregnancy & Baby Writer Emma writes the pregnancy and first-year guides. She translates NHS guidance, academic research and the lived reality of night feeds into plain-English advice, and every health-adjacent article she writes links to its primary NHS or Lullaby Trust source. CD Claire Dunn Money & Deals Editor Claire covers the money side of parenthood: maternity pay, childcare funding, supermarket baby events and the loyalty schemes that actually pay out. She checks every deal on the site is live and honestly described — no fake urgency, no inflated "was" prices.