Yummy Mummy
Yummy Mummy is the largest US Durable Medical Equipment (DME) provider specializing in insurance-covered breast pumps, serving expectant and new mothers through 200+ in-network insurance plans via a nationwide e-commerce platform and a Manhattan retail store.
- Company typePrivate
- Founded2009
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Yummy Mummy does
Yummy Mummy is a New York-based Durable Medical Equipment (DME) provider founded in 2009 by Amanda Cole, a Certified Lactation Counselor, that operates as a centralized insurance-billing platform for breast pumps. The company helps expectant and new mothers obtain breast pumps covered under the Affordable Care Act by verifying insurance benefits, processing prescriptions, and shipping pumps directly to customers’ doors. It is in-network with over 200 insurance plans including major commercial carriers (Aetna, Anthem/BCBS, Cigna, Humana), Tricare (including TriWest), and a broad set of Medicaid and Managed Care plans, and has cumulatively served more than 500,000 mothers.
The product catalog is a curated selection of breast pumps from third-party manufacturers — Spectra, Medela, Ameda, Lansinoh, Elvie, Willow, MomCozy, Eufy, BabyBuddha, Zomee, Cimilre, Evenflo, Motif, and others — spanning standard double-electric, hospital-strength, and wearable hands-free categories. Ancillary offerings include breast milk storage bags, pump parts, nursing bras, and other breastfeeding accessories. Revenue is generated through four streams: (1) direct insurance reimbursement for fully covered pumps, (2) customer-paid upgrade fees for premium pump models (FSA-eligible), (3) hospital-grade pump rentals at $40 per week plus $15 delivery, and (4) accessory and supply sales. The company carries no proprietary hardware or software IP; its underlying technology is an operational claims-and-fulfillment workflow plus an e-commerce storefront.
Distribution runs through two channels: a self-serve nationwide e-commerce platform (yummymummystore.com) implementing a 3-step online insurance pump ordering process, and a single physical retail storefront at 1751 Second Avenue in Manhattan offering lactation classes and walk-in support. Marketing combines earned media in national publications (NYT, Forbes, CNN, ABC News, NPR, Washington Post), the "Mummy Scoop" educational blog, social media (Facebook, Twitter, TikTok), email, and in-store events. Yummy Mummy is privately held as Yummy Mummy LLC with no disclosed institutional funding, and Amanda Cole continues to serve as CEO and owner.
Yummy Mummy firmographics
Firmographics- Name
- Yummy Mummy
- Legal name
- Yummy Mummy LLC
- Website
- https://yummymummystore.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Yummy Mummy is the largest US Durable Medical Equipment (DME) provider specializing in insurance-covered breast pumps, serving expectant and new mothers through 200+ in-network insurance plans via a nationwide e-commerce platform and a Manhattan retail store.
- Ownership category
- akta.pro rank
Yummy Mummy industry classification
Industry- Product category
- Durable Medical Equipment (Maternal & Breastfeeding)
- NAICS
- Health and Personal Care Retailers (456)
- akta.pro primary industry
- Durable Medical Equipment (DME) & Home Health Distribution (CRAOAHAF)
Keywords
Where Yummy Mummy is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Yummy Mummy business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Insurance-covered breast pumps: As a Durable Medical Equipment (DME) provider, Yummy Mummy bills insurance companies directly for covered breast pumps. Pumps are provided at no cost to moms whose insurance plans do not require a co-payment or deductible. Some plans require co-payment or deductible be paid by the mom.
- Pump upgrade fees: Customers can pay upgrade fees for premium pump models not fully covered by insurance. FSA funds may be applied toward pump upgrade fees.
- Hospital-grade pump rentals: Rental pumps available for moms who need stronger, hospital-grade equipment (e.g., for NICU babies or medical conditions). Pricing: $40 per week plus $15 for delivery.
- Breastfeeding accessories and supplies: Sale of accessories including breast milk storage bags, pump parts, nursing bras, nipple cream, and other breastfeeding necessities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One time | Insurance-covered basic pumps - covered at no cost for eligible moms |
| One time/ perpetual license | One time | Upgrade pumps - customer pays upgrade fee |
| Subscription | Weekly | Hospital-grade pump rentals |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Yummy Mummy product offering
Product offeringCore offering
Yummy Mummy is a Durable Medical Equipment (DME) provider and retailer that helps expectant and new mothers obtain breast pumps covered by their health insurance. The company operates a self-serve online platform and a New York retail store, verifying insurance coverage with over 200 insurance plans and shipping breast pumps from major brands (Spectra, Medela, Ameda, Lansinoh, Elvie, Willow, MomCozy, and others) at no cost to eligible mothers, while also selling upgrade models, accessories, and hospital-grade pump rentals.
Product overview
Yummy Mummy is a Durable Medical Equipment (DME) provider and retailer specializing in insurance-covered breast pumps and breastfeeding supplies. The company offers a curated selection of breast pumps from major brands including Spectra (S1 Plus Premier, S2 Plus, Premier Wearable), Medela (Pump In Style with MaxFlow, Pump In Style Pro, Freestyle Hands-Free), Ameda (Mya Joy, Mya Joy Deluxe), Lansinoh (SignaturePro, DiscreetDuo, Thrive, Wearable), Elvie (Double Electric, Stride), Willow (360, Go), MomCozy (Air 1, S12 Pro, M5, M9), and others. The core offering is helping moms obtain free breast pumps through insurance by verifying coverage with over 200 insurance providers. The business model combines e-commerce with prescription management services, offering breast pumps both fully covered by insurance and as upgrade options with additional fees. Additional services include prescription upload/management, lactation support, breastfeeding resources, and breast milk storage accessories.
Differentiator
Problem solved
Functional benefit
Products and services
- Insurance-Covered Breast Pump Service DME service that verifies a mother's insurance eligibility, processes the prescription, and ships a covered double electric breast pump from a curated catalog of major brands to the customer's door at no cost for eligible insurance plans.
- Hospital-Grade Pump Rental
- Premium Breast Pump Upgrades Retail upgrade option for premium wearable and hands-free breast pumps (e.g., Elvie, Willow, MomCozy, Spectra Premier Wearable) that are not fully covered by insurance and require an out-of-pocket upgrade fee, FSA-eligible.
- Prescription Upload and Management Service Online service that allows mothers to upload a breast pump prescription, download insurance-specific forms, or obtain a prescription through a telehealth questionnaire, enabling the insurance-covered pump order to proceed.
- Lactation Support Services In-person and store-based lactation support offering breastfeeding classes, support groups, prenatal yoga, and one-on-one pumping assistance from certified lactation consultants at the New York retail store.
- Breastfeeding Accessories and Supplies Retail sale of breastfeeding accessories and replacement supplies, including breast milk storage bags, pump parts, nursing bras, and nipple cream, available through the online store and New York retail location.
Quantifiable outcome
- 500,000+ mothers served
- +2 more outcomes
Companies that use Yummy Mummy
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles2 records
Yummy Mummy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Yummy Mummy partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- AetnacoreIn-network insurance provider. Yummy Mummy processes insurance-covered breast pumps for Aetna members as a Durable Medical Equipment (DME) provider.
- Anthem & BCBScoreIn-network insurance provider. Yummy Mummy processes insurance-covered breast pumps for Anthem and Blue Cross Blue Shield members.
- CignacoreIn-network insurance provider. Yummy Mummy processes insurance-covered breast pumps for Cigna members.
- HumanacoreIn-network insurance provider. Yummy Mummy processes insurance-covered breast pumps for Humana members.
- TricarecoreIn-network insurance provider for military families. Yummy Mummy processes insurance-covered breast pumps for Tricare members including TriWest plans.
- Medicaid and Managed Care PlanscoreIn-network with numerous Medicaid and Managed Care plans nationwide for breast pump coverage.
- 200+ Insurance ProviderscoreIn-network with over 200 insurance plans nationwide, making Yummy Mummy the largest DME provider specializing in insurance-covered breast pumps.
- Breast Pump Manufacturers (Medela, Spectra, Ameda, Lansinoh, Elvie, etc.)corePartnership with major breast pump brands including Medela, Spectra, Ameda, Lansinoh, Elvie, Evenflo, Willow, MomCozy, Motif, Cimilre, BabyBuddha, Zomee, Eufy, and Figaro. Offers curated selection of highest quality pumps.
- Lenox Hill HospitalminorReceives steady stream of business from women visiting obstetricians affiliated with Lenox Hill Hospital in Manhattan.
- Amanda Cole (Founder)coreFounder Amanda Cole is a Certified Lactation Counselor who started the business after struggling with breastfeeding her daughter in 2009. She serves as the public face and expert voice for the company.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Yummy Mummy competitors and assessment
Company assessmentBroad incumbents
- AdaptHealth: AdaptHealth is a large, publicly traded DME provider across sleep, respiratory, diabetes, and breast pump categories. Overlaps with Yummy Mummy in breast pump DME fulfillment but at much greater scale and breadth.
- Medela: Medela is a major breast pump manufacturer (Pump In Style, Freestyle) whose products make up a core part of Yummy Mummy's catalog. Comparable as the upstream supplier and increasingly a channel competitor via direct insurance fulfillment through Medela Breast Pump Direct.
- Byram Healthcare: Byram Healthcare is a national DME and medical supply distributor serving patients with chronic and acute conditions, including breast pump coverage. Comparable in DME fulfillment and insurance billing but operates across many product categories.
- Spectra Baby USA: Spectra Baby USA manufactures the S1 Plus, S2 Plus, and Premier Wearable pumps that anchor Yummy Mummy's insurance-covered catalog. Comparable as a key upstream supplier and a potential direct channel competitor for breast pump insurance fulfillment.
- Edgepark Medical Supplies: Edgepark is an established DME retailer accepting insurance for a wide range of medical supplies, including breast pumps. Comparable business model (insurance billing, e-commerce, home delivery) but much broader catalog.
Emerging players
- Elvie: Elvie (Chiaro Technology) is the manufacturer of the Elvie Pump and Elvie Stride wearable pumps that Yummy Mummy resells as upgrades. Increasingly a competitor as Elvie builds direct insurance verification channels and bypasses DME intermediaries.
- Willow: Willow Innovations manufactures the Willow 360 and Willow Go wearable breast pumps stocked by Yummy Mummy. Comparable as a product manufacturer selling through DME partners while also building direct insurance-paid fulfillment, threatening Yummy Mummy's distribution role.
Direct peers
- 1 Natural Way: 1 Natural Way is a breast pump DME provider offering insurance-covered pumps, upgrades, and accessories through a similar online self-serve ordering and insurance-verification model. Direct competitor in the same niche as Yummy Mummy.
- Aeroflow Breastpumps: Aeroflow Breastpumps is a Durable Medical Equipment (DME) provider that, like Yummy Mummy, helps expectant mothers obtain insurance-covered breast pumps through a similar online verification workflow and in-network insurance contracts. The two companies are the most directly comparable specialists in the U.S. insurance-covered breast pump category.
- Lucina Care: Lucina Care is a maternal health-focused DME provider specializing in insurance-covered breast pumps and lactation support. Comparable to Yummy Mummy in product offering, insurance-billing model, and target customer (expectant and new mothers).
Market position
Strengths5 records
Weaknesses3 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Yummy Mummy social profiles
Digital presenceYummy Mummy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yummy Mummy leadership team
Management profileNumber of profiles
Profiles1 record
Yummy Mummy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yummy Mummy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Yummy Mummy
What does Yummy Mummy do?
Yummy Mummy is a Durable Medical Equipment (DME) provider and retailer that helps expectant and new mothers obtain breast pumps covered by their health insurance. The company operates a self-serve online platform and a New York retail store, verifying insurance coverage with over 200 insurance plans and shipping breast pumps from major brands (Spectra, Medela, Ameda, Lansinoh, Elvie, Willow, MomCozy, and others) at no cost to eligible mothers, while also selling upgrade models, accessories, and hospital-grade pump rentals.
Is Yummy Mummy a public or private company?
Yummy Mummy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Yummy Mummy founded?
Yummy Mummy was founded in 2009. It employs 11 to 50 people.
Where is Yummy Mummy based?
Yummy Mummy is headquartered in New York, United States, in the North America region.
How does Yummy Mummy make money?
Four revenue lines are on record. Insurance-covered breast pumps are the primary driver. The others are pump upgrade fees, hospital-grade pump rentals and breastfeeding accessories and supplies.
Who are Yummy Mummy's main competitors?
Broad incumbents on record are AdaptHealth, Medela, Byram Healthcare, Spectra Baby USA and Edgepark Medical Supplies. Emerging players are Elvie and Willow. Direct peers are 1 Natural Way, Aeroflow Breastpumps and Lucina Care.
Does Yummy Mummy have an API?
No public API is recorded for Yummy Mummy.
What industry is Yummy Mummy in?
Yummy Mummy's product category is Durable Medical Equipment (Maternal & Breastfeeding). Its primary akta.pro industry code is CRAOAHAF, Durable Medical Equipment (DME) & Home Health Distribution. Its NAICS code is 456.