Lactation.com

What Lactation.com does

Lactation.com, operated by Block and Pop Lactation, LLC, is a direct-to-consumer telehealth platform providing one-on-one virtual lactation consultations with International Board Certified Lactation Consultants (IBCLCs). Founded in 2025 and headquartered in Chicago, Illinois, the company serves new and expecting parents across the United States with same-day or next-day appointments delivered via HIPAA-compliant video conferencing, addressing breastfeeding, pumping, bottle-feeding, and broader infant-feeding challenges such as latch pain, supply issues, mastitis, oral ties, and weaning.

The core technology stack is a self-serve booking platform layered onto secure video conferencing, with a voluntary AI-assisted scribing tool used during consultations to reduce clinician documentation burden. The platform integrates insurance verification, consultant selection, and scheduling into a single consumer flow, and the company maintains a substantial SEO-driven content library ("The Feeding Files" blog) plus a free 48-Hour Feeding Survival Guide as top-of-funnel assets.

Revenue is generated primarily through insurance reimbursement for telehealth lactation visits, with Lactation.com in-network for Aetna, Cigna, Blue Cross Blue Shield, UnitedHealthcare, Tricare, and Medicaid, and patient responsibility capped at $150 per visit. A self-pay option exists for uninsured or under-insured patients, with payments accepted via major credit cards and HSA/FSA cards. Go-to-market is content-led organic acquisition (blog, Instagram, TikTok, email) funneling into direct self-serve booking, supported by an eight-person clinical team led by co-founders Sara Pop (RN, IBCLC, PMH-C) and Melissa Block (IBCLC, PMH-C).

Name

Lactation.com

Legal name

Block and Pop Lactation, LLC

Website

https://lactation.com

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

11–50 employees

Short description

Lactation.com is a U.S. direct-to-consumer telehealth platform that delivers insurance-covered virtual lactation consultations with IBCLC-certified consultants to new and expecting parents nationwide.

Ownership category

akta.pro rank

Product category

Telehealth Lactation Consulting

NAICS

Offices of Physicians (6211), Home Health Care Services (62161)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Lactation & Infant Feeding Telehealth (lactation consulting, pumping support) (HLALAHAE)

akta.pro secondary industry

Lactation, Postpartum & Perinatal Support Services (HLAFAJAN)

Keywords

• Virtual lactation consulting
• Telehealth breastfeeding support
• IBCLC consultations
• Insurance-covered lactation care
• Infant feeding support

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance-Billed Lactation Consultations: The primary revenue stream is insurance reimbursement for virtual lactation consultations. Lactation.com is an in-network provider for most major insurance plans including Aetna, Cigna, Blue Cross Blue Shield, UnitedHealthcare, Tricare, and Medicaid. The company submits claims to insurance as a courtesy. Many patients have little to no out-of-pocket responsibility. Patient responsibility is capped at $150 per appointment.
2. Self-Pay/Self-Insured Consultations: For uninsured patients or those whose insurance does not cover lactation services, self-pay options are available. Patients can pay using major credit cards or HSA/FSA cards.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Lactation.com delivers one-on-one virtual lactation consultations with International Board Certified Lactation Consultants (IBCLCs) via HIPAA-compliant video conferencing, covering breastfeeding, pumping, bottle-feeding, and general infant feeding challenges. Appointments are typically available within hours of booking and are covered by most major U.S. health insurance plans (Aetna, Cigna, Blue Cross Blue Shield, UnitedHealthcare, Tricare, Medicaid), with patient responsibility capped at $150 per appointment. The platform supplements consultations with a free 48-Hour Feeding Survival Guide PDF and an extensive educational blog.

Product overview

Lactation.com is a virtual lactation care platform operated by Block and Pop Lactation, LLC, offering telehealth appointments with International Board Certified Lactation Consultants (IBCLCs). The core product is virtual lactation consultations providing breastfeeding support, pumping guidance, and feeding assistance. Services are primarily delivered via secure video conferencing and are covered by most major insurance plans (Aetna, BCBS, Cigna, UnitedHealthcare, Medicaid, Tricare). Additional offerings include free educational resources such as the 48-Hour Feeding Survival Guide and an extensive blog with evidence-based lactation content. The platform connects parents with IBCLCs including co-founders Sara (RN, IBCLC, PMH-C) and Melissa (IBCLC, PMH-C), along with consultants Monica, Marisa, Christine, T'Errah, Sophia, and Katie.

Differentiator

Problem solved

Functional benefit

Products and services

• Virtual Lactation Consultations One-on-one virtual appointments with International Board Certified Lactation Consultants (IBCLCs) providing breastfeeding support, assessment, personalized feeding plans, pumping guidance, and bottle-feeding help via secure video conferencing. Covered by most major U.S. insurance plans with patient responsibility capped at $150 per appointment.
• 48-Hour Feeding Survival Guide

Quantifiable outcome

• Most families pay $0 out of pocket for lactation consultations
• +2 more outcomes

Named customers11 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature2 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Lactation Network (TLN): TLN is a lactation consultation referral network that connects parents with IBCLCs and is explicitly referenced as a referral/network partner in Lactation.com's GTM. It operates in the same lactation consulting space serving insured parents nationwide.
• Nest Collaborative: Nest Collaborative provides virtual lactation consultations with IBCLCs covered by insurance, directly competing with Lactation.com in the telehealth lactation category with a similar insurance-based model.
• SimpliFed: SimpliFed is a virtual breastfeeding and infant feeding support platform offering IBCLC-led consultations covered by insurance, targeting the same new-parent customer segment as Lactation.com.
• Mahmee: Mahmee is a maternal and infant health platform offering virtual lactation and postpartum support. It directly overlaps with Lactation.com's IBCLC-led virtual care model and target population of new parents.

Broad incumbents

• Maven Clinic: Maven Clinic is a large, well-funded virtual care platform for women's and family health that includes lactation support as part of a broader maternal and reproductive health offering. It competes for the same parent customer and payer-sponsored programs.

Emerging players

• Pomelo Care: Pomelo Care is a virtual maternity care provider offering lactation, postpartum, and infant feeding support through insurance contracts. It overlaps with Lactation.com's insurance-covered virtual care model and maternal health focus.
• Wildflower Health: Wildflower Health is a digital maternal health platform that partners with payers and providers to deliver pregnancy, postpartum, and breastfeeding support, overlapping with Lactation.com's payer-sponsored virtual care orientation.
• Babyscripts: Babyscripts is a virtual maternity care platform offering remote monitoring and lactation support services to health plans and providers, comparable to Lactation.com's virtual care delivery and payer relationships.

Others

• Bobbie (Organic Baby): Bobbie is a DTC infant formula and feeding brand that, while not a clinical service, competes for the same new-parent audience and budget and could represent an adjacent partner or competitor for engagement with breastfeeding and feeding-support content.
• KellyMom: KellyMom is a widely used evidence-based breastfeeding information and resource site. It is not a direct clinical competitor but competes for the same parent search traffic and represents a content-side benchmark for Lactation.com's blog strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights1 record

Customer concentration

• Facebookfacebook.com/61567223142615
• LinkedInlinkedin.com/company/lactation-com
• Instagraminstagram.com/lactationdotcom
• TikToktiktok.com/@lactation.com

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

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 Lactation.com