Willow is building a comprehensive postpartum platform following its acquisition of Elvie earlier this year. The launch of the Elvie Rise smart bassinet in the US market represents another step in the company’s expansion beyond breast pumping into interconnected maternal health needs including sleep and recovery.
The company pioneered the wearable breast pump category and now holds a market-leading position alongside Elvie in the premium segment.
From Breast Pumps to Postpartum Platform
Founded in 2014 out of a Silicon Valley medical device incubator, Willow launched one of the first all-in-one wearable pumps at CES in 2017. The innovation transformed the breast pump category, where approximately 70% of pumps now use wearable format.
Customer demand drove the company beyond its original focus. “When we launched, women approached us with diverse care needs beyond our initial focus. Our product portfolio has evolved to meet the real challenges women face through their feeding journey,” explains Sarah O’Leary, CEO of Willow.
The March 2025 Elvie acquisition brought together two premium brands and expanded Willow’s reach into pelvic floor health and sleep. The Elvie Rise US launch marks the first major product introduction under the combined entity.
Addressing the Postpartum Care Gap
“The postpartum care model involves frequent prenatal appointments followed by a single six-week postpartum visit,” O’Leary notes. “During this period, babies receive regular pediatric care while maternal health support remains minimal. This gap results in suboptimal outcomes for new mothers.”
Research underscores the need. A global postpartum sleep study found 67% of mothers report poor sleep quality, while 93% experience burnout. More than 65% of babies age 0-3 months sleep in products not deemed safe.
The Elvie Rise addresses this with a smart bouncer and bassinet that transforms between modes without moving the baby, featuring SootheLoop technology that learns and repeats parent-inputted bouncing patterns. The $899.99 product follows American Academy of Pediatrics safe sleep guidelines and is available through Elvie.com.
Platform Strategy in Action
The sleep category expansion reflects Willow’s approach to building a comprehensive postpartum platform. The strategy operates across three dimensions: Increasing affordability through insurance partnerships and lower-priced products like Willow Wave and Willow Sync; extending beyond breast pumps into feeding accessories and maternal health products; and developing digital tools centered on maternal wellbeing.
“In women’s health, particularly in the United States, access remains absolutely critical for driving systemic change,” O’Leary emphasizes. “With 40% of births covered by Medicaid, delivering products across multiple price points is essential to achieving our transformation goals.”
The digital component includes partnerships with virtual lactation services like SimpliFed and screening tools to help women identify when they need additional support. “Every baby app positions infant tracking as the primary focus,” O’Leary explains. “Our vision centers the experience on maternal wellbeing.”
Partnership and Acquisition Strategy
O’Leary views industry collaboration as essential for addressing postpartum care gaps. “We believe partnership models – from business partnerships through platform creation to strategic acquisitions – are essential for accelerating impact and growth in this sector,” she notes.
The Elvie acquisition demonstrates this philosophy in action, combining two premium brands to create broader reach. “Our distribution reach and global presence create opportunities to integrate complementary solutions that accelerate value delivery,” O’Leary explains. The company views the acquisition as the first step in an ongoing platform development strategy that may include additional partnerships and acquisitions.
“Our vision is to become a trusted brand for cohesive postpartum solutions, addressing comprehensive needs rather than forcing women to navigate fragmented product choices,” O’Leary says. The approach combines innovation devices with strategic partnerships and digital engagement, all centered on maternal experience during a life stage that remains significantly underserved by traditional healthcare systems.
