What Willow does

Willow Innovations, Inc. is a U.S.-based maternal health company founded in 2014 (with the product platform launching in 2017) and headquartered in Mountain View, California. Willow designs and sells wearable, in-bra breast pumps — Willow Go ($299.99), Willow 360 ($499.99), Willow Sync ($229.00), and Willow Wave ($59.99) — engineered to eliminate the external tubes, cords, and motors of legacy double-electric pumps. The technology stack combines miniaturized hospital-grade suction (up to 295 mmHg on Willow Go), proprietary ComfortFlow flange geometry (105° angle, elastic-nipple support tunnel), smart sensors on Willow 360 that auto-detect letdown and track real-time milk volume, and a patent-pending continuous leak-proof latch that enables 360-degree mobility. Software includes a connected mobile app with Apple Watch control, AI-enabled SmartStash scanning for milk inventory, and Ema, a medically validated conversational AI for postpartum guidance. Willow holds 120+ patents and 5 trademarks, recognized in Fast Company's Most Innovative Companies 2026, Popular Science Best of What's New 2025, and Babylist #1 Wearable Pump.

Willow's business model combines one-time hardware sales (pumps ranging $59.99–$549.99) with recurring consumables including SmartStash milk storage bags, breast milk coolers, replacement parts, and care kits. The company sells directly through onewillow.com and distributes via Target nationwide, Walmart's 1,600+ stores, and via insurance reimbursement, HSA/FSA acceptance, and Affirm installment financing (starting at $29/month). Customers are individual lactating mothers, primarily segmented into working mothers/professionals and on-the-go/active mothers; clinical validation includes a JAMA-cited Mass General Brigham study on burnout reduction. In March 2025, Willow acquired Elvie, a UK-based FemTech company, adding Elvie Stride and Elvie Pump to the portfolio and establishing a transatlantic maternal health platform. Marketing centers on content (The Feed blog), the 5,000+ member Willow Mom Community on Facebook, IBCLC partnerships via SimpliFed, Mom Coaches, earned-media recognition, and ambassador/referral programs. The company employs 51–100 people and has raised approximately $144M in cumulative venture funding across rounds led by NEA, Meritech, Lightstone, and Perceptive Advisors.

Name

Willow

Legal name

Willow Innovations, Inc.

Website

https://onewillow.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Willow is a U.S.-based maternal health company that designs and sells fully wearable, in-bra breast pumps (Willow Go, 360, Sync, Wave) plus postpartum accessories, serving working and on-the-go mothers through DTC, Target, Walmart, and insurance/FSA pathways.

Ownership category

akta.pro rank

Product category

Wearable Breast Pumps

NAICS

Measuring, Dispensing, and Other Pumping Equipment Manufacturing (333914), Fluid Power Valve and Hose Fitting Manufacturing (332912)

SIC

Pumps & Pumping Equipment (3561)

akta.pro primary industry

Pump Dispensers (Lotion, Treatment, Foamer) (IMALALAD)

akta.pro secondary industry

Dispensing & Pump Systems (Pumps, Sprayers, Misters, Droppers) (IMALAJAB)

Keywords

• Wearable breast pumps
• Breast milk storage
• Maternal health devices
• Pumping accessories
• Women's health technology

Headquarters

HQ city

Mountain View

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Hardware Sales - Breast Pumps: Willow generates primary revenue from the sale of wearable breast pumps including Willow Go ($299.99), Willow 360 ($499.99), Willow Wave ($59.99), Willow Sync ($229.00), and Elvie-branded pumps acquired through the Elvie acquisition. Pumps are sold as one-time purchases with warranties ranging from 12 months for pumps to 90 days for accessories.
2. Accessories and Replacement Parts: Recurring revenue from sale of accessories including breast milk storage bags with SmartStash™ tracking ($10.99+), breast milk coolers ($39.99+), breastfeeding care kits ($34.99), sizing kits ($24.99), replacement parts (flanges, valves, diaphragms, containers), and other consumables. These drive repeat purchases from existing customers.
3. Insurance and HSA/FSA: Many insurance plans cover Willow pumps fully or partially under ACA preventive care benefits. HSA/FSA debit cards are accepted at checkout. Affirm installment financing ($29/month starting) lowers upfront cost barrier. These reimbursement pathways support customer acquisition across all income levels.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Willow designs, manufactures, and sells fully in-bra wearable breast pumps (Willow Go, Willow 360, Willow Sync, Willow Wave) and a supporting ecosystem of breastfeeding accessories including AI-tracked milk storage bags, coolers, sizing kits, and care kits. Its pumps eliminate external cords, tubes, and motors, enabling hands-free, discreet, app-connected pumping for mothers, with products sold via DTC, Target, and Walmart.

Product overview

Willow Innovations is a U.S.-based maternal health company offering a portfolio of wearable breast pumps and breastfeeding accessories. The core product line includes electric wearable pumps (Willow Go, Willow 360, Willow Sync) and manual wearable pumps (Willow Wave 2-in-1, Silicone Passive Pump), all designed for in-bra, hands-free pumping without external tubes, cords, or motors. The portfolio is supported by accessories including breast milk storage solutions (cooler, storage bags with SmartStash AI tracking, bag flatteners), breast care products (sizing kit, care kit, colostrum collection kit), and travel/cleaning essentials. Willow acquired Elvie in 2025, adding the Elvie Stride and Elvie Pump to its brand portfolio. All pumps feature app connectivity for session tracking and milk output monitoring, with the Willow 360 offering proprietary smart sensors and real-time tracking.

Differentiator

Problem solved

Functional benefit

Brands

• Elvie: Partner brand acquired in 2025, offering women-first FemTech products including Elvie Stride hospital-grade electric breast pump and Elvie Pump ultra-quiet wearable breast pump.
• Willow Go
• Willow 360
• Willow Sync
• Willow Wave

Quantifiable outcome

• 92% of moms recommend Willow Go (Brandtracker independent survey, 500 pumping moms, November 2024)
• +8 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• ElviecoreStrategic or Co-development Partner · 28 March 2025Willow acquired Elvie, a UK-based FemTech company and pioneer in women's sexual and maternal health technology, in March 2025. The deal combined Willow and Elvie's product portfolios — adding Elvie Stride, Elvie Pump, and Elvie Curve to Willow's lineup — to develop a global maternal health platform. Both companies share a history of women-first innovation, and the combined entity now offers the broadest range of wearable breast pumps on the market.
• SimpliFedcoreStrategic or Co-development PartnerSimpliFed provides International Board Certified Lactation Consultants (IBCLCs) accessible through Willow's app and 360 Care program. Willow Mom Coaches can connect customers with SimpliFed lactation consultants for personalized pumping, feeding, and postpartum support. This partnership integrates clinical lactation expertise directly into Willow's digital experience.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Medela: Medela is one of the largest global breast pump brands offering hospital-grade and consumer pumps including wearable options (e.g., Medela Freestyle). It is the most direct competitor to Willow across price tiers, channels, and target customers.
• Spectra Baby USA: Spectra sells hospital-grade double electric breast pumps that are widely recommended by lactation consultants. They compete on suction strength, portability, and insurance reimbursement — directly against Willow's hospital-grade wearable proposition.
• Lansinoh: Lansinoh offers breast pumps and a full range of breastfeeding accessories (nipple creams, milk storage bags, pads). The accessory overlap and shared retail channels (Target, Walmart, Amazon) make it a clear comparable to Willow's accessory and pump business.
• Ameda: Ameda manufactures hospital-grade and consumer breast pumps, including portable options like Ameda Mya Joy. It competes with Willow on insurance-covered pumps and the transition between hospital and home use.
• BabyBuddha: BabyBuddha is known for small, portable, hospital-strength pumps popular with on-the-go moms. It competes with Willow in the portable/hands-free category and is compatible with Willow Wave collection cups, making it a meaningful comparable.
• Motif Medical: Motif sells the Duo and Luna breast pumps through DTC and insurance channels, targeting the same mom-demographic as Willow. It is a direct competitor on hospital-grade suction at the mid-tier price point.

Emerging players

• Freemie: Freemie pioneered hands-free, in-bra concealed cup breast pumps and competes directly with Willow on the wearable concept. Its products are sold through hospital systems and DTC, addressing an overlapping customer base.

Broad incumbents

• Philips Avent: Philips Avent is a global incumbent baby brand offering manual and electric breast pumps plus a full baby products portfolio. It competes with Willow via brand recognition and mass-market retail distribution but does not specialize in wearables.
• Evenflo: Evenflo offers the Advanced and portable breast pump lines alongside a wider baby products portfolio (bottles, gear, car seats). It competes with Willow on DTC, Amazon, and big-box retail at value-driven price points.
• Chicco: Chicco is a global baby brand distributing breast pumps and feeding accessories alongside strollers, car seats, and other juvenile products. It is comparable to Willow via the broader baby/parenting category overlap and similar retail distribution strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/groups/willowmoms
• Xx.com/willowpump

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds8 records

Investors18 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Willow