Annabella

What Annabella does

Annabella is a femtech company that designs, manufactures, and sells electric breast pumps featuring proprietary tongue-simulating technology intended to mimic a baby's natural suckling motion and stimulate oxytocin and prolactin release. The company serves breastfeeding mothers—particularly those seeking higher milk output, more comfort, and portable pumping—across the United States and Israel. Its core product line includes single and double electric pumps with adjustable breast shields (18–24mm and 25–28mm), 9 suction levels, 9 tongue speeds, a rechargeable battery (100–170 minutes wireless), and night-light modes. The offering is FDA 510(k) cleared as a Class II medical device and is accompanied by an accessory and bundle portfolio (Nurture Kit, Comfort Collection, Mama's Haven, Essential Double Pumping, Back-To-Work, Ultimate Double Pumping & Storage, Double Pump & Collect, plus pumping bras, travel bags, storage bags, bottles, valves, and clips) and digital gift cards ranging from $100 to $400.

Annabella operates a direct-to-consumer e-commerce model through its owned storefront, annabella-pump.com, supported by FSA/HSA payment acceptance and a broad set of payment options (Shop Pay, Apple Pay, Google Pay, PayPal, Venmo, Amex, Visa, Mastercard, Discover, Diners Club). Distribution is augmented by an insurance channel via Babylist Health, with in-network coverage from Aetna, Cigna, Tricare, UnitedHealthcare, and Meritain Health—an important lever given ACA-mandated breast pump coverage in the U.S. Marketing relies on content (blog: Milk Our Knowledge, People Behind Annabella, Pumping Tips and Tricks), organic social (Instagram, Facebook), customer testimonials, and referral/affiliate partnerships. Hardware pricing ranges from $174 (single pump) to $354 (Ultimate Double Pumping & Storage Bundle), with bundles priced $86–$354 and accessories $9–$39.

In January 2024, Annabella closed an $8.5 million seed round—including notable investor participation and a record-breaking crowdfunding campaign in Israel—and used the proceeds to enter the U.S. market, establishing a New York-based headquarters to complement its Tel Aviv origins. The company reports a customer base of "30K+ Moms" and cites a clinical study showing a 50% average increase in milk expression (range 30–60%) compared with traditional pumps. Headcount remains in the 1–10 range, consistent with an early commercialization stage.

Name

Annabella

Legal name

Annabella

Website

https://annabella-pump.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Annabella is a femtech company that develops and sells FDA-cleared single and double electric breast pumps featuring proprietary tongue-simulating technology that mimics a baby's natural suckling motion, serving breastfeeding mothers in the U.S. and Israel via direct-to-consumer e-commerce and insurance coverage partnerships.

Ownership category

akta.pro rank

Product category

Breast Pumps

NAICS

Electromedical and Electrotherapeutic Apparatus Manufacturing (334510)

SIC

Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Feminine Care Applicators & Accessories (CRABAIAO)

akta.pro secondary industry

Insulin Pumps (Tubed) (HLAHAHAB)

Keywords

• Electric breast pumps
• Femtech devices
• Nursing accessories
• Milk expression technology
• Wearable breast pumps

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Breast Pump Hardware Sales: One-time purchase of electric breast pumps (single and double) and accessories. Products sold directly to consumers through e-commerce.
2. Accessories Sales: Replacement parts, pumping bras, travel bags, storage bags, bottles, and other accessories sold as add-on purchases
3. Bundle Packages: Pre-configured bundles combining pumps with accessories at discounted prices compared to individual purchases

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Annabella designs, manufactures and sells electric breast pumps featuring proprietary tongue-simulating technology that mimics a baby's natural suckling motion. The product line includes single and double electric pumps in two adjustable breast-shield sizes, complemented by accessories (bras, travel bags, bottles, storage bags, replacement parts) and pre-configured bundles. Products are sold direct-to-consumer through the company's e-commerce website, with optional insurance coverage and FSA/HSA payment.

Product overview

Annabella is a femtech company offering a portfolio of breast pumps and related products for nursing mothers. The core product line centers on electric breast pumps featuring proprietary tongue-simulating technology that mimics a baby's natural suckling motion. The product architecture includes two main pump variants (single and double electric pumps), multiple size options (18-24mm and 25-28mm breast shields), and bundled offerings (The Nurture Kit, The Comfort Collection, The Mama's Haven, Essential Double Pumping Bundle, Back-To-Work Bundle, Ultimate Double Pumping & Storage Bundle, Double Pump & Collect Bundle) that combine pumps with accessories. Supporting accessories include Hands-Free Pumping Bras, Travel Bags with Coolers, Adjustable Breast Shields, Wearable Manual Breast Pumps, Bottles, Breast Milk Storage Bags, Pump Clips, Vacuum Seal Housings, Connectors, Chargers, Vacuum Tubes, and Bottle Stands. Gift cards are also available in denominations from $100 to $400. The company positions its technology as clinically shown to increase milk expression by 50% compared to traditional pumps.

Differentiator

Problem solved

Functional benefit

Products and services

• Annabella Double Breast Pump World's first double-sided electric breast pump with proprietary tongue-simulating technology that mimics a baby's natural suckling. Available in two adjustable breast-shield sizes (18-24mm or 25-28mm), with 9 suction levels, 9 tongue speeds, 3 night-light modes, BPA-free bottles and a rechargeable battery providing 100-170 minutes of wireless use. Targeted at breastfeeding mothers seeking increased milk output and a more natural pumping experience.
• Annabella Single Electric Breast Pump Single-sided electric breast pump featuring the same proprietary tongue-simulating technology as the double pump. Includes adjustable breast shield, 9 suction levels, 9 tongue speeds, night-light mode, BPA-free 140ml bottle and 5-step easy setup. Targeted at breastfeeding mothers who primarily pump one side at a time or want a lower-priced entry point.
• The Nurture Kit Bundle Complete pumping bundle pairing the Annabella Double Breast Pump with a Hands-Free Pumping Bra, Breast Milk Storage Bags and free Nursing Pads. Designed for mothers who want an all-in-one starter setup.
• The Comfort Collection Bundle Bundle configured for a comfortable pumping experience, combining Annabella pump products with comfort-focused accessories.
• The Mama's Haven Bundle Bundle configured for pumping mothers, grouping together Annabella pump and accessories as a single discounted package.
• Essential Double Pumping Bundle Bundle pairing the Annabella Double Breast Pump with a Hands-Free Pumping Bra and Travel Bag with Coolers, aimed at mothers who want at-home and on-the-go pumping capability.

Quantifiable outcome

• 50% average increase in milk expression (ranging 30-60%) compared to traditional pumps based on clinical study
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Feature6 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Medela: Global market leader in breast pumps and lactation products. Directly comparable to Annabella as both sell FDA-cleared electric breast pumps to nursing mothers, with Medela offering the established hospital-grade and consumer pump lines against which Annabella competes.
• Spectra Baby USA: Manufacturer of hospital-grade and consumer electric breast pumps popular among U.S. moms and lactation consultants. Directly competes with Annabella's core electric pump offering and is the standard benchmark in the natural-mom consumer segment.
• Elvie: Premium wearable, hands-free smart breast pump brand. Directly comparable to Annabella on the premium, technology-forward end of the breast pump market, targeting the same demographic of convenience-seeking, working nursing mothers.
• Willow: Maker of the Willow wearable, in-bra breast pump. Direct competitor to Annabella in the portable/hands-free pump category, serving the same busy-mom persona with a more discreet form factor.
• Lansinoh: Long-standing maternal care brand selling electric breast pumps, manual pumps, and accessories such as storage bags. Directly comparable to Annabella's pump + accessory ecosystem targeting breastfeeding mothers.
• Haakaa: Silicone manual and wearable breast pump brand popular with natural-mom consumers. Comparable to Annabella as a breast pump specialist targeting the same customer, though concentrated in lower-tech silicone products.
• Freemie: Maker of hands-free, in-bra breast pump cups designed for use with existing hospital-grade pumps. Comparable to Annabella on the hands-free/convenience dimension and as a breast pump-focused brand.

Broad incumbents

• Philips Avent: Established global baby products brand offering electric and manual breast pumps within a broader portfolio of bottles, pacifiers, and infant care. Comparable as a scaled incumbent competing with Annabella across price tiers and retail channels.

Emerging players

• Babyation: Early-stage company developing a silent, in-bra wearable breast pump. Comparable to Annabella as a tech-forward emerging breast pump startup competing for the same premium, innovation-seeking segment of nursing mothers.
• Mamava: Femtech company providing lactation room solutions and supporting products for working mothers. Comparable to Annabella as a femtech peer serving the breastfeeding-mother segment with adjacent product and infrastructure offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AnnabellaPump
• Instagraminstagram.com/annabellapump

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors

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

M&A

Investments

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

Frequently asked questions about Annabella