What Freemie does

Freemie, operated under its parent brand Dao Health and headquartered in El Dorado Hills, California, is a direct-to-consumer e-commerce company that designs, manufactures, and sells wearable breast pump systems. Founded in 2004 by an emergency physician and her entrepreneur spouse after the birth of their preemie twins, the company received FDA clearance in 2009 for its internationally patented, in-bra discreet pumping technology. Its product architecture pairs an external portable pump motor with proprietary closed-system collection cups worn inside any bra, enabling fully clothed, hands-free pumping with hospital-grade suction up to 280mmHg, more than 100 customizable settings, independent suction and cycle controls, a Turbo power mode, and noise reduction technology.

The product line includes four pump systems (Rose Premium, Liberty II Deluxe, Independence II Deluxe, Independence II Standard) priced between $119.99 and $149.99 on sale, alongside three cup variants (Standard 8oz, SlimFit6 6oz, SlimFit5 5oz) priced $59.99–$69.99, Fitmie silicone sizing inserts at $14.99 per pair, and a full replacement parts catalog. Freemie's revenue model is pure hardware sales through three distribution channels: its owned e-commerce storefront freemie.com with free priority shipping, a health insurance reimbursement pathway in the U.S., and a dedicated freemie.co.uk storefront serving the UK and EU. The company also monetizes its cup platform through compatibility partnerships with nine third-party pump brands including Spectra, Ameda, ARDO, BabyBuddha, Motif, Philips Avent, Evenflo, Lucina, and BellaBaby.

Freemie's customer base is highly distributed across U.S. working mothers (nurses, teachers, military, pharmacists, corporate employees), NICU mothers, mothers of multiples, and exclusive pumpers. The company markets primarily through its e-commerce site, an active social presence (Instagram, Facebook, YouTube, Twitter, Pinterest), email, and an extensive customer testimonials library. Materials are sourced globally and assembled in the U.S., and the company is currently operating without any disclosed outside investors.

Name

Freemie

Legal name

Freemie

Website

https://freemie.com

Company type

Private

Founded year

2004

Operating status

Operating

Short description

Freemie, a Dao Health company headquartered in El Dorado Hills, California, designs and sells FDA-cleared wearable breast pump systems with closed-system in-bra cups, selling direct-to-consumer online in the U.S., UK, and EU to working, NICU, and stay-at-home mothers.

Ownership category

akta.pro rank

Product category

Wearable Breast Pumps

NAICS

Measuring, Dispensing, and Other Pumping Equipment Manufacturing (333914)

SIC

Pumps & Pumping Equipment (3561), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG)

Keywords

• Wearable breast pumps
• Hands-free pumping
• Collection cups
• Hospital-grade suction
• In-bra discreet pumping

Headquarters

HQ city

El Dorado

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Breast Pump Hardware Sales: One-time purchase of breast pump systems including the Rose Premium, Liberty II Deluxe, Independence II Deluxe, and Independence II Standard. Pumps are sold directly to consumers with prices ranging from $119.99 to $149.99.
2. Collection Cup Sales: Sale of replacement and additional Freemie collection cups (Standard, SlimFit5, SlimFit6) priced at $59.99-$79.99. Cups are compatible with Freemie pumps and select third-party pumps.
3. Parts and Accessories Sales: Replacement parts including breast flanges, valves, barriers, tubing, L-connectors, Y-connectors, valve bases, and connection kits. Also includes Fitmie sizing inserts at $14.99 each.
4. Insurance Coverage: Many customers obtain Freemie products through health insurance coverage, with the company accepting insurance as a payment pathway.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Freemie designs, manufactures, and sells hands-free wearable breast pump systems featuring closed-system in-bra collection cups that allow mothers to pump fully clothed and discreetly. The product line includes four breast pump motor models (Rose Premium, Liberty II Deluxe, Independence II Deluxe, Independence II Standard) and three cup styles (Standard 8oz, SlimFit6 6oz, SlimFit5 5oz), complemented by Fitmie silicone sizing inserts and replacement parts.

Product overview

Freemie is a hands-free wearable breast pump company that offers a modular system consisting of breast pumps, collection cups, and sizing inserts. The product line includes four breast pump models (Rose Premium, Liberty II Deluxe, Independence II Deluxe, and Independence II Standard) that serve as the core motor units, paired with three distinct cup styles (Standard Cups holding 8oz, SlimFit6 Cups holding 6oz, and SlimFit5 Cups holding 5oz) that are worn discreetly inside a bra. The system is complemented by Fitmie silicone sizing inserts available in multiple sizes to optimize fit and comfort. All products are closed-system, reusable, and designed for pumping while fully clothed. Freemie cups are also compatible with select third-party pumps from Spectra, Ameda, ARDO, BabyBuddha, BellaBaby, Evenflo, Lucina, Motif, and Philips Avent.

Differentiator

Problem solved

Functional benefit

Brands

• Dao Health: The parent entity identified as the creator of Freemie wearable breast pump systems. Freemie products are branded as 'Freemie by Dao Health.'

Products and services

• Rose Premium Breast Pump System
• Liberty II Deluxe Breast Pump System
• Independence II Deluxe Breast Pump System
• Independence II Standard Breast Pump System
• Standard Cups (Closed-System Collection Cup Set)

Quantifiable outcome

• Hospital-grade suction up to 280mmHg matching professional equipment performance
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature8 records

Partnerships

Two partnerships are on record, tiered core.

• Spectra (S1 Plus, S2 Plus, 9 Plus)coreTechnology or IntegrationFreemie cups are compatible with Spectra S1 Plus, S2 Plus, and 9 Plus pumps. This allows customers who already own Spectra pumps to use Freemie's discreet collection cups with their existing equipment. The SlimFit5 and SlimFit6 cups are specifically compatible with these Spectra models.
• Dao HealthcoreOthersDao Health is the parent company and creator of Freemie. The company was founded by an emergency physician and her entrepreneur spouse who invented the patented Freemie System after the birth of their preemie twins.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Willow: Willow is a direct competitor offering fully wireless, in-bra wearable breast pumps with no external tubing. Both companies target the same working-mother, exclusive-pumper, and discretion-seeking segments and compete on form factor, capacity, and clinical performance.
• Spectra Baby USA: Spectra is both a direct competitor (selling its own hospital-grade breast pumps) and a Freemie integration partner (Freemie cups are compatible with Spectra S1+, S2+, and 9+ pumps). The two companies compete in the hospital-grade performance tier and collaborate on cross-compatible accessories.
• Elvie: Elvie is a direct competitor in the wearable breast pump category, offering a silent, in-bra pump designed for discreet mobile pumping. Both brands compete for the same premium-positioned, working-mother customer and emphasize hands-free, hospital-quality pumping.
• Motif Medical: Motif Medical manufactures breast pumps including the Motif Duo and Luna, and competes with Freemie in the hospital-grade electric pump segment. Freemie Standard Cups are also compatible with Motif pumps, positioning it as a competitor and compatibility partner.
• Ameda: Ameda manufactures hospital-grade and consumer breast pumps and is a direct competitor in the electric breast pump segment. Freemie Standard Cups are compatible with Ameda Purely Yours and Finesse pumps, making Ameda a competitor and a compatibility partner.
• BabyBuddha: BabyBuddha sells a compact, portable breast pump and competes with Freemie on portability and discretion. Freemie Standard Cups are compatible with BabyBuddha pumps, making the brands direct competitors in the portable pump category and integration partners.

Broad incumbents

• Evenflo: Evenflo is a broad incumbent in infant feeding products, including breast pumps such as the Deluxe Advanced. It competes with Freemie in the consumer breast pump segment and is a Freemie cup compatibility partner.
• Philips Avent: Philips Avent is a broad incumbent in infant feeding and breast pumps, with products sold in major retail channels globally. It is comparable to Freemie as a competitor in the electric breast pump category and as a partner whose pumps are compatible with Freemie cups.
• Medela: Medela is a broad incumbent and the largest traditional breast pump manufacturer, with hospital-grade and consumer pumps widely distributed in hospitals, retailers, and insurance channels. It is comparable to Freemie as a competitor for the same customer base, though Medela's portfolio is much broader and includes non-wearable pumps.

Regional players

• ARDO: ARDO is a Switzerland-based manufacturer of hospital-grade and consumer breast pumps with a strong European presence. It is comparable to Freemie as a hospital-grade competitor and is a Freemie cup compatibility partner, though ARDO's primary distribution is concentrated in Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Freemie
• YouTubeyoutube.com/channel/UClS-6dh5efLQJmiZxW39B1g
• Facebookfacebook.com/freemieusa
• Instagraminstagram.com/freemieusa
• Pinterestpinterest.com.au/freemieusa

Compliance2 records

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 Freemie