Lucina Advanced Care

What Lucina Advanced Care does

Lucina Advanced Care (DBA Lucina Care) is a private e-commerce distributor of electric breast pumps and breastfeeding accessories, founded in 2013 and headquartered in Hicksville, New York. The company operates as an in-network durable medical equipment (DME) supplier under the Affordable Care Act's preventive care provision, holding agreements with Aetna and POMCO to bill insurance directly and ship breast pumps to insured expectant mothers at no out-of-pocket cost. Its product portfolio spans hospital-grade and portable double electric pumps from ten manufacturers (Medela, Spectra, Ameda, Lansinoh, Motif, Hygeia, Freemie, Rumble Tuff, Melodi, Zomee), complemented by accessories (pumping kits, storage bags, cooler totes), maternity compression garments, and personal care items. Lucina does not manufacture proprietary technology; its core capability is insurance claim verification, paperwork handling, and direct-to-consumer fulfillment timed to each customer's due date.

The business model combines insurance reimbursement as the primary revenue stream with optional upgrade fees for premium pump models (e.g., $59.99-$69.99 for the Spectra S1) and retail sales of non-covered accessories. Distribution is direct-to-consumer via the company website, with shipping via FedEx ground and priority handling for NICU cases. Marketing relies on Google Shopping visibility, integrated customer reviews (Yotpo), live chat support, and an educational content hub covering pumping, storage, and milk supply. Since 2013 the company reports serving tens of thousands of new mothers and holds a 4.7-star rating across 35 on-site reviews, while maintaining HIPAA compliance for protected health information. The firm operates with a 1-10 employee footprint and has no disclosed outside funding or institutional ownership.

Name

Lucina Advanced Care

Legal name

Lucina Care

Website

https://lucinacare.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Lucina Advanced Care is a Hicksville, NY-based online distributor of insurance-covered breast pumps, acting as an in-network DME supplier for Aetna and POMCO and shipping pumps from ten brands directly to expectant mothers since 2013.

Ownership category

akta.pro rank

Product category

Durable Medical Equipment Distribution

SIC

Surgical & Medical Instruments & Apparatus (3841), Electromedical & Electrotherapeutic Apparatus (3845)

akta.pro primary industry

Durable Medical Equipment (DME) & Home Health Distribution (CRAOAHAF)

akta.pro secondary industries

Durable Medical Equipment (DME) Sales & Rentals (HSABAKAA), Compression Therapy & Lymphedema DME (Garments, Pneumatic Pumps) (HLAHAMAH)

Keywords

• Breast pump distribution
• Durable medical equipment
• Insurance-covered supplies
• Breastfeeding accessories
• Maternity compression

Headquarters

HQ city

Hicksville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance-covered breast pump distribution: Lucina Care acts as an in-network provider for insurance companies (Aetna, POMCO), handling the claims process on behalf of customers. Breast pumps are provided at no cost to customers whose insurance covers them. The company bills insurance companies directly for the products and services. Additional revenue comes from optional upgrade fees when customers choose premium pump models beyond their insurance coverage limits.
2. Retail accessories and supplies: Sale of breastfeeding accessories, replacement parts, and supplies that are not covered by insurance. Includes pumping kits, storage bags, bottles, and other accessories available for purchase separately.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Lucina Advanced Care operates an e-commerce platform that distributes electric breast pumps, breastfeeding accessories, and maternity compression products to expectant and nursing mothers in the United States. The company acts as an in-network durable medical equipment (DME) provider for health insurers (Aetna, POMCO), verifying insurance eligibility, processing claims on behalf of customers, and shipping breast pumps directly to homes. Most double electric breast pumps are provided at no out-of-pocket cost through insurance, with optional upgrade fees for premium models and retail pricing for accessories not covered by insurance.

Product overview

Lucina Advanced Care operates as an e-commerce platform specializing in electric breast pumps and breastfeeding accessories distributed through insurance coverage. The company offers a portfolio of breast pump products from multiple brands including Medela, Ameda, Hygeia, Motif, Lansinoh, Freemie, Rumble Tuff, Spectra, Melodi, and Zomee. Core products consist of hospital-grade and portable double electric breast pumps, with flagship items including the Spectra S2 Plus and S1 Plus, Medela Pump In Style with MaxFlow, Motif Luna and Duo, Ameda Mya, and Freemie Independence. The platform also provides complementary product lines including maternity compression garments (Motif Postpartum Recovery Support Garment and Pregnancy Support Band), breast pump accessories (extra pumping kits, cooler totes, storage bags), and personal care items like hand sanitizer. Products are primarily distributed through insurance partnerships with Aetna and POMCO, with most breast pumps available at no cost to insured customers. The business model centers on working directly with insurance providers to process claims and ship breast pumps free of charge to mothers, with orders typically shipped one month before the baby's due date.

Differentiator

Problem solved

Functional benefit

Products and services

• Medela Pump In Style with MaxFlow Technology Double electric breast pump with 2-Phase Expression technology and one-touch let-down button for stimulation and expression phases, distributed through insurance coverage.
• Ameda Mya Hospital Strength Breast Pump Portable hospital-strength breast pump with up to 280 mmHg suction, true closed protection system, and internal rechargeable battery lasting two hours.
• Ameda Mya Joy Double Electric Breast Pump Compact, lightweight, and ultra-quiet portable breast pump suitable for discreet on-the-go pumping with double or single electric options.
• Hygeia Enjoye Double Electric Breast Pump Hospital-grade performance breast pump endorsed by La Leche League International, designed for long-term frequent pumping with customizable speed and pressure controls.
• Motif Luna Double Electric Breast Pump Hospital-strength breast pump with closed system, soft motor, and soothing night light featuring massage and expression modes.
• Motif Duo Double Electric Breast Pump Lightweight portable breast pump under one pound with rechargeable lithium-ion battery lasting 2.5 hours, featuring 3 expression modes and 10 customizable levels. Retail price $160.
• Lansinoh Signature Pro Double Electric Breast Pump Double electric breast pump with independent vacuum facility, multiple size options, and soft opt flow massage for gentle milk expression.
• Lansinoh Smartpump Double Electric Breast Pump Double electric breast pump available through insurance with smart pumping technology and reliable performance.
• Freemie Independence Mobile Hands-Free Breast Pump Hands-free, mobile breast pump with 8-ounce collection cups that slip into a bra, with hospital-strength suction and a compact 4x4x2 inch design.
• Rumble Tuff Double Electric Breast Pump Quiet breast pump with adjustable settings, independent suction strength and frequency control, and Vacuum Seal technology for contamination protection.
• Spectra S2 Plus Hospital Grade Breast Pump Hospital-grade double electric breast pump with maximum suction of 300mmHg, closed system backflow protection, massage and expression modes, timer, and nightlight.
• Spectra S1 Plus Hospital Grade Breast Pump

Quantifiable outcome

• Tens of thousands of new mothers served since 2013
• +1 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Two partnerships are on record, tiered core.

• AetnacoreChannel Partner/ Reseller/ Distributor · 1 January 2013Aetna is an in-network national provider for Lucina Care's breast pump insurance orders. Lucina Care has developed a professional working partnership with Aetna since January 2013 under the Affordable Care Act provision. Aetna members can qualify for breast pump coverage through Lucina Care's ordering platform.
• POMCOcoreChannel Partner/ Reseller/ Distributor · 1 January 2013POMCO is an in-network provider for Lucina Care's breast pump insurance orders. The partnership enables POMCO members to obtain breast pumps covered under their health insurance plans through Lucina Care's streamlined ordering process.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• Babylist: Babylist is a leading pregnancy and baby registry platform that has expanded into insurance-covered breast pumps as part of its broader maternity marketplace. While not a dedicated DME distributor, it overlaps with Lucina in expectant-mother customer acquisition channels.

Broad incumbents

• AdaptHealth: AdaptHealth is a publicly traded national DME platform with broad payer relationships and significant scale in sleep, respiratory, and maternity equipment. It serves as a large incumbent competitor that could compress Lucina's insurer leverage over time.
• Medline Industries: Medline is one of the largest US medical supply manufacturers and distributors, with a DME portfolio that includes maternity products. Its scale and direct hospital/payer relationships position it as a potential disintermediator for smaller DME distributors like Lucina.

Direct peers

• Edgepark Medical Supplies: Edgepark is a major online DME distributor that supplies breast pumps and a wide range of other medical equipment through insurance billing, serving customers across the US with similar claim-processing workflows.
• Aeroflow Healthcare: Aeroflow is a leading direct-to-consumer DME distributor with a dedicated breast pump division, in-network with most major US insurers including Aetna, BCBS, UnitedHealthcare, and Cigna. It is the most direct competitor to Lucina in the insurance-covered breast pump distribution model.
• Byram Healthcare: Byram Healthcare is a national DME distributor that processes insurance-covered breast pump orders for many major US health plans, competing for the same insurer relationships and insured-member volume as Lucina.
• 1 Natural Way: 1 Natural Way is an in-network breast pump provider specializing in insurance-verified distribution through a similar direct-to-consumer e-commerce model, often cited alongside Aeroflow as a top-tier competitor for Lucina's customer segment.
• Yummy Mummy Store: Yummy Mummy Store is an online retailer specializing in insurance-covered breast pumps and breastfeeding supplies, offering a multi-brand selection comparable to Lucina with in-network status for many major US insurers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/LucinaCare
• Facebookfacebook.com/LucinaCare

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Lucina Advanced Care