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U.K.-based femtech pioneer Elvie has announced the launch of Elvie Stride, a new smart, ultra-quiet, hands-free breast pump and the first of Elvie’s products to be broadly covered by insurance in the U.S. Elvie Stride joins the company’s collection of breastfeeding innovations, including the silent wearable breast pump, Elvie Pump, as well as the smart device for pelvic floor muscle care, Elvie Trainer.

Elvie developed Elvie Stride to create greater access to its solutions. This latest product will be available exclusively in the U.S., where 80% of breast pump sales come through the insurance market. Unlike any other pump covered by insurance or at its price point, Elvie Stride blends high-quality technology with sleek design so women can seamlessly integrate pumping into their daily lives. Elvie Stride is powered by a lightweight motor that can be worn on the user’s waistband or placed in a pocket, with tubes connecting the two 5 oz milk cups to discreetly collect milk in-bra. Noise reduction technology ensures that Elvie Stride is quiet enough to blend into most background noise and it pairs with a smart app to control the pump remotely and log pumping history.

“We are bringing women’s technology out of the dark ages and are committed to designing cutting edge products at accessible prices in order to do so,“ said Tania Boler, Founder and CEO of Elvie. “We know the majority of women in the U.S. buy breast pumps that are covered by insurance so we created Elvie Stride to better meet their needs today. No other pump offers mobility, quietness, connectivity and efficiency, along with a premium design at a fully reimbursed price point, and we can’t wait to put this game-changing technology in the hands of more women!”

In celebration of this new product release, Elvie is launching an integrated, digital first campaign with UK-based creative agency Mother, as well as influencer partnerships and street-level activations. Elvie partnered with Colossal to design murals in SoHo and Williamsburg to spark conversation around women’s health.

Since launching in 2013, Elvie has continued innovate in the femtech category supporting women in their everyday lives and changing conversations around women’s health. The company recently raised $97M in a Series C fundraise.

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