Owlet Expands B2B Play with Employer Benefit Program for Infant Monitoring — Owlet, Inc.

Event summary

Owlet launched 'Owlet for Orgs', an employer benefit program offering infant health monitoring as a workplace perk.
VGM Group is the inaugural partner, aligning with its focus on supporting working parents.
Program offers FDA-cleared Dream Sock and Dream Duo 3 monitors to employers for employee benefits.
Owlet aims to expand partnerships in coming months, targeting broader corporate wellness markets.

The big picture

Owlet's move into employer benefits reflects a broader trend of health-tech companies expanding beyond direct-to-consumer models. By positioning its FDA-cleared monitors as a workplace perk, Owlet taps into corporate wellness budgets, potentially unlocking larger B2B revenue streams. The partnership with VGM Group, known for its employee-centric policies, provides early validation, but broader adoption will depend on demonstrating measurable ROI for employers in retention and productivity.

What we're watching

Market Adoption: Whether employers beyond VGM Group will adopt the program at scale, given competitive benefit offerings.
Regulatory Compliance: How Owlet navigates varying international medical device regulations as it expands globally.
Competitive Positioning: The pace at which competitors like Nanit or Nanobébé introduce similar B2B employer programs.