Following the all-stock deal, the publisher will be rebranded as Some Spider Family. Current employees of Fatherly will be transitioned to the new studio as a part of the deal. Some Spider’s Café imprint will also be spun off into a separate publishing entity following the deal.

“It’s just super complementary and incremental to our business,” says Vinit Bharara, founder, Some Spider Family, in a statement published by Digiday. “[Fatherly has] done so many interesting, successful things, and a lot of what they do is different from what we do. We’re social, entertainment mostly. Fatherly is mostly search, much more expert-driven content.”

Before the transaction, Fatherly had recently made a push to diversify its revenue streams. As much as a quarter of its 2019 revenue came from owned intellectual property, including a book, a podcast and a business certification program aimed at businesses.

Following the deal, Bharara reports that Some Spider Family is the largest parent-focused media property on the internet.