Mediflow

What Mediflow does

Mediflow Inc. is a privately held, Wheeling, Illinois-based consumer health products company (with a corporate office in Summit, New Jersey) founded in 1994 that sells clinically validated water-based pillows designed to relieve neck pain, reduce headaches, and improve sleep quality. The company is led by CEO Maurice Bard, operates with an estimated 11-50 employees, and maintains an affiliate relationship with IWI Ltd. The company has no disclosed venture capital or private equity backing.

The product architecture is built around Mediflow's proprietary Waterbase™ technology, an adjustable water pouch (typically filled with 2-5 liters of water) that cannot compress and instead conforms continuously to the head, neck, and shoulder contours of the sleeper. The pouch is layered with a fill material; the SKU matrix comprises two tiers (Original and Elite) across five fills (fiber, memory foam, cooling-gel memory foam, down, down alternative), with unit prices ranging from approximately $59 (Original Fiber on sale) to $172 (Elite Down). Therapeutic claims are anchored to a clinical study conducted at Johns Hopkins University School of Medicine. The portfolio is extended by accessories including cotton quilted pillow protectors, anti-allergen covers, mattress pads, and replacement parts.

Mediflow operates a product-led, direct-to-consumer go-to-market: the entire catalog is sold through its owned Shopify storefront (mediflow.com), with no disclosed retail distribution, shipped from its Wheeling warehouse via FedEx Ground and UPS Ground, and supported by a 30-night satisfaction guarantee and 3-year warranty. Revenue is generated through one-time pillow purchases plus accessory attach and replacement-part sales, with seasonal promotional discounting of 8-20% and free standard shipping above $99. A network of 10,000+ healthcare professionals (chiropractors, physical therapists, sleep specialists, doctors) functions as an organic B2B2C referral channel, and the company sustains marketing across blog content, email, and six social platforms (X, Facebook, Pinterest, Instagram, TikTok, YouTube). The brand claims 17,500+ five-star customer reviews globally, with 70% referencing specific health benefits.

Name

Mediflow

Legal name

Mediflow Inc.

Website

https://mediflow.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Mediflow Inc. is a privately held, Wheeling, Illinois-based direct-to-consumer company that sells clinically validated water-based pillows for neck pain relief and improved sleep, serving individual consumers and health-conscious buyers through its own Shopify e-commerce store.

Ownership category

akta.pro rank

Product category

Therapeutic Sleep Products

NAICS

Mattress Manufacturing (337910)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)

Keywords

• Water pillows
• Cervical pillows
• Therapeutic bedding
• Sleep wellness products
• Neck pain relief

Headquarters

HQ city

Wheeling

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Water Pillow Sales: One-time purchase of water pillows at various price points (Original: $59.20-$128.80 on sale, Elite: $73.60-$158.24 on sale). Includes free shipping on orders over $99.
2. Accessory Sales: Pillow covers, protectors, and mattress pads sold as add-on items. Cotton Quilted Pillow Protector at $22.40 (on sale), Anti-Allergen Pillow Cover at $17.60 (on sale).
3. Replacement Parts: Replacement parts for water pillows available for purchase separately.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Mediflow designs, manufactures, and sells therapeutic water-based pillows built around its proprietary Waterbase™ technology — an adjustable water pouch combined with fiber, memory foam, down, or cooling gel fills. The pillows are clinically studied at Johns Hopkins University School of Medicine and are positioned to relieve neck pain, headaches, and improve sleep quality. The company sells direct-to-consumer via its Shopify storefront and supplements its water pillows with accessories such as pillow protectors, anti-allergen covers, mattress pads, and replacement parts.

Product overview

Mediflow offers a portfolio of water-based pillows centered around its proprietary Waterbase technology. The product line consists of two main tiers: the Elite series (Elite Fiber, Elite Memory Foam, Elite Cooling Gel Memory Foam, Elite Down Alternative, Elite Down) and the Original series (Original Fiber, Original Memory Foam, Original Down, Original Down Alternative, Original Cooling Memory Foam). All water pillows feature an adjustable water pouch that conforms to the head and neck for personalized support. The portfolio is complemented by accessories including pillow protectors (Cotton Quilted Pillow Protector, Anti-Allergen Pillow Cover) and Replacement Parts. The products are clinically studied at Johns Hopkins University School of Medicine for neck pain relief and sleep quality improvement.

Differentiator

Problem solved

Functional benefit

Brands

• Waterbase: Proprietary water-based pillow technology that adapts to head, neck, and shoulder weight for personalized support and alignment.

Products and services

• The Water Pillow by Mediflow - Elite Fiber

Named customers5 records

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Chiroflow: Chiroflow is the most direct competitor to Mediflow, also marketing a water-based pillow for cervical support and neck pain relief. Both products compete on adjustable water volume support and target the same sleep/neck pain consumer.
• Therapeutica: Therapeutica makes orthopedic cervical pillows designed for sleep posture and neck pain relief, sold primarily through healthcare professionals and DME channels. It competes directly with Mediflow for the same sleep-and-neck-pain customer segment.
• Core Products International: Core Products manufactures cervical support pillows and orthopedic supports for clinical and consumer use. They target the same patient/customer profile as Mediflow and sell via healthcare professionals, similar to Mediflow's B2B referral channel.
• Coop Home Goods: Coop Home Goods is a DTC brand selling adjustable-fill pillows (memory foam and shredded alternatives) marketed for neck and sleep comfort. They target the same health-conscious consumer and use a similar e-commerce-led model with comparable price points.
• Hullo: Hullo is a DTC pillow brand selling buckwheat and alternative-fill adjustable pillows marketed for sleep comfort and neck support. It targets the same adjustable-fill-seeking consumer with a similar DTC funnel and price band as Mediflow.

Broad incumbents

• MyPillow: MyPillow is a much larger DTC and retail pillow brand built on a single adjustable-fill product. It competes with Mediflow for the same premium pillow consumer but operates at significantly greater scale across retail and TV-driven marketing.
• Tempur Sealy (Tempur-Pedic): Tempur Sealy owns the Tempur-Pedic premium pillow and mattress brand, the dominant player in pressure-relief sleep products. Their TEMPUR neck pillow line competes directly with Mediflow's cervical positioning but at much broader scale across retail and international channels.
• Brooklinen: Brooklinen is a premium DTC bedding brand that has expanded into pillows. It competes with Mediflow for the health-conscious premium bedding consumer but at much larger scale and with a broader product portfolio (sheets, comforters).
• Casper Sleep: Casper is a major DTC sleep brand selling mattresses, pillows, and bedding. Their pillow line competes with Mediflow in the DTC premium sleep channel, though Casper operates at much greater scale with broader product lines and retail partnerships.

Others

• Malouf: Malouf is a bedding accessories manufacturer and supplier selling pillows, mattress toppers, and protectors through retail and e-commerce channels. They are adjacent rather than directly competitive, serving as both a possible channel partner and a category reference for Mediflow's accessory expansion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MediflowPillow
• YouTubeyoutube.com/channel/UC04P8-4jt_6pYNfBvsVVl7g
• Facebookfacebook.com/thewaterpillow
• Instagraminstagram.com/mediflow_waterpillow
• Pinterestpinterest.ca/MediflowPillow
• TikToktiktok.com/@mediflow_waterpillow
• LinkedInlinkedin.com/company/mediflow

Revenue estimate

Valuation estimate

Number of profiles

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 Mediflow