Annabella

Annabella Tech Ltd. is a femtech company that has developed an electric breast pump designed to more closely mimic the natural suckling of a baby. The company's story began with co-founder Masha Waldberg's personal frustration with existing breast pumps after the birth of her daughter, Annabella. Finding the available technology inefficient and uncomfortable, she and her husband, Senia Waldberg, were inspired to create a better solution. Founded in 2016 by the Waldbergs, Ron Adelman, and Uri Yaffe, the company is headquartered in Kfar Saba, Israel.

Annabella's core product is an FDA-cleared breast pump that utilizes a patented mechanism to simulate the wave-like motion of a baby's tongue. This technology is designed to enhance comfort and increase milk expression by stimulating the hormones responsible for milk production. Clinical studies have indicated that the Annabella pump can increase the average milk volume expressed by 50% compared to conventional pumps. The pump features adjustable suction levels, tongue speeds, and customizable breast shields to provide a more personalized and comfortable experience for mothers. The company markets both single and double pump versions, along with a range of accessories such as travel bags, pumping bras, and storage solutions.

The company operates in the global breast pump market, targeting lactating women directly through its e-commerce website and through retail partnerships. In Israel, the product launched in February 2023 and is sold through major baby product chains like Shilav and Super-Pharm, quickly gaining significant market share. Annabella entered the U.S. market in January 2024, selling directly to consumers and on Amazon, with plans to work with insurance providers to improve accessibility. The business model includes direct sales of the pumps and recurring revenue from accessories and replaceable parts like silicone membranes. Annabella has successfully raised capital to fund its growth, including a $1.4 million round in 2020 and a seed round of $8.5 million in January 2024. This funding, which included investments from notable figures from Israel's "Shark Tank," is being used for next-generation product development and international expansion.

Keywords: breast pump, femtech, maternal health, lactation technology, electric breast pump, breastfeeding support, nursing accessories, milk expression, postpartum products, infant feeding, MedTech, consumer health, mother care, parenting technology, silicone breast shield, portable breast pump, double electric breast pump, FDA-cleared medical device, direct-to-consumer, e-commerce health