Sure Start maternity grant

Looking for money/baby/child experts to comment on the Sure Start maternity grant for a feature for Goodto.com

Things I need expert comment on are:

Why is important that any parents eligible for Sure Start claim the grant? (i.e. cost of living crisis and because babies cost a lot)

How does the Sure Start grant work, who's eligible and how do you apply?

What other support is available for expectant/new parents?