Ana Wiz
Ana Wiz is a UK-based, privately-held e-commerce retailer and distributor founded in 2004, selling maternity, baby, medical, home health, neuro support, beauty, and pet products to families and NHS institutions, with a subscription rental line for breast pumps and diagnostic equipment.
- Company typePrivate
- Founded2004
- HeadquartersAddlestone, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Ana Wiz does
Ana Wiz Ltd is a UK-based, privately-held e-commerce retailer and distributor of family health and wellbeing products, founded in 2004 and headquartered in Addlestone, Surrey. The company operates a direct-to-consumer Shopify storefront spanning six categories — Parent & Baby, Medical, Home Health, Neuro Support, Salon & Beauty, and Pet — supported by six wholly-owned sub-brand websites (Ana Baby, ANAGEL, Mack's Earplugs UK, Neuro Wiz, Spectra Baby UK, Pet Wiz) that segment demand by vertical. Its catalogue ranges from £4 consumables (ultrasound gel) to £3,588 advanced medical equipment (BT350 antepartum fetal monitor), and includes both Ana Wiz-owned lines (ANAGEL gels, Neuro Wiz sensory products) and authorized third-party brands (Spectra breast pumps, Seca and Marsden scales, Emma Jane maternity wear, Elle TENS).
The business monetizes through three primary streams: transactional B2C product sales via the UK storefront with international shipping to approximately 24 European countries, B2B/institutional sales to NHS Trusts, GP surgeries, clinics, and local authorities via official purchase orders with 30-day payment terms (NHS supplier since 2008), and recurring subscription rentals of hospital-grade breast pumps, fetal dopplers, TENS machines, and baby scales at £9.95–£49.95 per month. Differentiation rests on NHS supplier credentials, breadth across professional and consumer use cases, and a human-staffed midwife live-chat service (Crisp-powered, 10am–6pm weekdays). The underlying technology stack is a standard Shopify-based e-commerce platform with no disclosed proprietary software, APIs, or AI capabilities; there are no disclosed headcount, revenue, funding rounds, parent company, or senior leadership details beyond the founder-operated structure.
Ana Wiz firmographics
Firmographics- Name
- Ana Wiz
- Legal name
- Ana Wiz Ltd
- Website
- https://anawiz.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ana Wiz is a UK-based, privately-held e-commerce retailer and distributor founded in 2004, selling maternity, baby, medical, home health, neuro support, beauty, and pet products to families and NHS institutions, with a subscription rental line for breast pumps and diagnostic equipment.
- Ownership category
- akta.pro rank
Ana Wiz industry classification
Industry- Product category
- Maternity and Medical Equipment Retail
- NAICS
- Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (3345)
- SIC
- Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047), Electromedical & Electrotherapeutic Apparatus (3845)
- akta.pro primary industry
- Baby, Kids & Maternity Online Retailers (CRAFADAI)
- akta.pro secondary industry
- Maternal, Neonatal & Pediatric Remote Monitoring (HLACAPAG)
Keywords
Where Ana Wiz is headquartered
LocationHeadquarters
- HQ city
- Addlestone
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Ana Wiz business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- E-commerce Product Sales: Retail sales of medical, maternity, and wellness products directly to consumers and healthcare professionals through online storefront. Includes both B2C and B2B sales channels.
- Equipment Rentals: Rental service for hospital-grade breast pumps, fetal dopplers, TENS machines, and baby scales. Monthly rental rates ranging from £9.95 to £49.95 per month.
- NHS and Institutional Sales: B2B sales to NHS Trusts, GP surgeries, hospitals, and government institutions through purchase order arrangements with 30-day payment terms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard UK shipping (orders over £40) |
| Unit Pricing | Pay-as-you-go | Standard UK shipping (orders under £40) |
| Unit Pricing | Pay-as-you-go | Priority Shipping |
| Unit Pricing | Pay-as-you-go | AM Delivery |
| Subscription | Monthly | Breast Pump Rental - Synergy Gold |
| Subscription | Monthly | Fetal Doppler Rental - LCD |
| Subscription | Monthly | Fetal Doppler Rental - Sound |
| Unit Pricing | Pay-as-you-go | Product pricing range |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Ana Wiz product offering
Product offeringCore offering
Ana Wiz is a UK-based e-commerce retailer specialising in family health and maternity products, including breast pumps, fetal dopplers, baby thermometers, TENS machines, blood pressure monitors, breathing monitors, and baby scales. It sells directly to parents and families through its online storefront and supplies NHS Trusts, GP surgeries, hospitals, and clinics via official purchase orders. The company also runs a monthly rental programme for hospital-grade breast pumps, fetal dopplers, TENS machines, and baby scales.
Product overview
Ana Wiz is a UK-based family health and wellbeing company founded in 2004 and based in Surrey, serving both professionals (NHS, GP surgeries) and families. The company operates primarily as an e-commerce retailer/distributor of medical and wellness products rather than a software platform. The product portfolio centers on maternal and infant health (Spectra breast pumps, fetal dopplers, baby thermometers, TENS machines, breathing monitors), medical equipment (ECGs, fetal monitors, pulse oximeters, spirometers, stethoscopes), and home wellness (earplugs, dental care, first aid). The company also offers private-label products under Ana Wiz, Neuro Wiz, Pet Wiz, Ana Baby, and ANAGEL brands. Products are available for purchase or rental, with NHS purchase order acceptance for healthcare institutions.
Differentiator
Problem solved
Functional benefit
Brands
- Neuro Wiz: Neuro support brand featuring 3D Sensory Activity Cubes for sensory support and development.
- Pet Wiz
- ANAGEL
- Ana Baby
Products and services
- Spectra Breast Pumps
Companies that use Ana Wiz
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Ana Wiz technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Ana Wiz partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- NHScoreAna Wiz has been a trusted NHS supplier since 2008, providing medical and maternity products to NHS Trusts, clinics, and GP surgeries. The company accepts official NHS purchase orders with 30-day payment terms.
- Helping Babies ThriveminorCharitable partnership supporting infant health initiatives. Ana Wiz supports this charity as part of their commitment to family health and wellbeing.
- Local AuthoritiesminorPartnership with local authorities to support access to breast pumps for mothers, including Empowering London Mothers initiative.
- Spectra Baby UKcoreAuthorized reseller of Spectra breast pumps and accessories including S1, S2, 9 Plus, Dual Compact, and Synergy Gold models. Offers both sales and rental of Spectra products.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Ana Wiz competitors and assessment
Company assessmentDirect peers
- Medela: Global breast pump and breastfeeding accessories specialist with UK direct presence. Overlaps with Ana Wiz's flagship Spectra product line in category, customer (breastfeeding mothers), and B2B NHS distribution.
- Mothercare: Iconic UK baby and maternity retailer now operating primarily online. Directly comparable customer base (parents and expectant families), product range (pregnancy monitoring, baby care, breastfeeding), and UK-centric e-commerce model.
- Tommee Tippee: UK-based baby products brand and retailer covering feeding, breastfeeding, and baby monitoring. Comparable product categories (breast pumps, monitors, baby care) and target audience (parents of infants).
- Lansinoh: Breastfeeding and maternal care brand with UK operations selling breast pumps, nipple creams, and accessories. Directly comparable in the breastfeeding/pump category and target segment of new mothers.
- Williams Medical Supplies: UK medical equipment distributor serving NHS Trusts, GPs, and healthcare providers with diagnostic and medical devices. Directly comparable on the B2B NHS procurement side of Ana Wiz's business.
- JoJo Maman Bébé: UK-based specialty retailer focused on maternity, baby, and children's products with both e-commerce and store presence. Closely comparable in target customer (expectant and new parents), product categories (maternity support, baby care, breastfeeding), and D2C e-commerce motion.
- Kiddies Kingdom: UK-based online baby products retailer with a broad assortment including prams, feeding, monitors, and nursery gear. Comparable in D2C e-commerce model, UK focus, and breadth of baby/parent category coverage.
Broad incumbents
- Henry Schein: Global medical and dental supplies distributor with UK presence. Comparable on the wholesale medical equipment distribution channel serving healthcare professionals, though at much larger scale and broader product range.
- Lloyds Pharmacy: UK-wide pharmacy chain with e-commerce storefront selling health monitoring devices, baby products, and wellness supplies. Comparable assortment in TENS machines, blood pressure monitors, and family health, though broader category scope.
- Boots: Largest UK pharmacy-led health and beauty retailer. Overlaps in maternal health products, baby care, TENS machines, blood pressure monitors, and home health, but as part of a much broader portfolio rather than maternal/baby specialization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Ana Wiz social profiles
Digital presenceAna Wiz financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ana Wiz leadership team
Management profileNumber of profiles
Ana Wiz subsidiaries and ownership
Company hierarchySubsidiaries6 records
Ana Wiz funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ana Wiz 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 Ana Wiz
What does Ana Wiz do?
Ana Wiz is a UK-based e-commerce retailer specialising in family health and maternity products, including breast pumps, fetal dopplers, baby thermometers, TENS machines, blood pressure monitors, breathing monitors, and baby scales. It sells directly to parents and families through its online storefront and supplies NHS Trusts, GP surgeries, hospitals, and clinics via official purchase orders. The company also runs a monthly rental programme for hospital-grade breast pumps, fetal dopplers, TENS machines, and baby scales.
Is Ana Wiz a public or private company?
Ana Wiz is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ana Wiz founded?
Ana Wiz was founded in 2004. It employs 11 to 50 people.
Where is Ana Wiz based?
Ana Wiz is headquartered in Addlestone, United Kingdom, in the Europe region.
How does Ana Wiz make money?
Three revenue lines are on record. E-commerce Product Sales are the primary driver. The others are equipment Rentals and NHS and Institutional Sales.
Who are Ana Wiz's main competitors?
Direct peers on record are Medela, Mothercare, Tommee Tippee, Lansinoh, Williams Medical Supplies, JoJo Maman Bébé and Kiddies Kingdom. Broad incumbents are Henry Schein, Lloyds Pharmacy and Boots.
Does Ana Wiz have an API?
No public API is recorded for Ana Wiz.
What industry is Ana Wiz in?
Ana Wiz's product category is Maternity and Medical Equipment Retail. Its primary akta.pro industry code is CRAFADAI, Baby, Kids & Maternity Online Retailers, with a secondary code of HLACAPAG, Maternal, Neonatal & Pediatric Remote Monitoring. Its NAICS code is 3345 and its SIC code is 5047.