Mumsnet is a London-based internet forum, created in 2000 by Justine Roberts for discussion between parents of children and teenagers. History and finances Mumsnet was created in 2000 by Justine Roberts, who came up with the idea of a website to help parents pool information and advice, following a disastrous first family holiday with her one-year-old twins. Roberts persuaded friends Carrie Longton and Steven Cassidy to help her build the site. The website grew to become one of the most influential online forums for parents; in November 2009, then–Prime Minister Gordon Brown, opposition leader David Cameron and many other leading UK government ministers took part in live webchats with Mumsnet users. In March 2010 Mumsnet's 10th birthday party was hosted by Google UK at their London headquarters. Guests included Ed Miliband and Steve Hilton, and both then-Prime Minister Gordon Brown and his wife Sarah Brown gave speeches. Gordon Brown referred to Mumsnet as a "great British institution". In May 2011, Roberts founded Gransnet, a sister site to Mumsnet for users over 50. Roberts, the CEO, was named in The Guardians 2010 Power 100. In February 2013, Roberts and co-founder Longton were assessed as the 7th most powerful women in the United Kingdom by Woman's Hour on BBC Radio 4. Roberts was appointed Commander of the Order of the British Empire (CBE) in the 2017 New Year Honours, for services to the economy. In 2018, Mumsnet had 1.3 billion page views from 119 million unique users, and a revenue of £8.6 million. In April 2020, Mumsnet announced a premium membership option. Media In November 2009, several political leaders held live chats on Mumsnet in advance of the 2010 United Kingdom general election, in part due to the website's primary demographic being regarded by politicians as key floating voters, with online forums seen as arenas in which their votes could be courted. Then-Prime Minister, Gordon Brown, and the leader of the opposition, David Cameron, both appeared on the website's webchats in quick succession, an event that was highly publicised. Conservative commentator Toby Young, in arguing that Mumsnet users constituted a minor and insignificant demographic, commented that the website's users were "Guardian-reading, laptop-wielding harpies", and that the website was "peopled exclusively by university-educated, upper-middle-class women who are only "swing voters" in the sense that they swing between voting Labour, Lib Dem and Green". Sponsored content As well as selling traditional advertising spaces on