Willow Acquires Elvie, Creating a Femtech Powerhouse in Maternal Health

In a major consolidation within the femtech space, California-based Willow has acquired U.K. health and lifestyle brand Elvie, uniting two of the most recognized names in maternal technology and women’s health innovation.

The acquisition comes on the heels of Willow’s launch of Ema, a conversational AI-powered tool designed to support mothers through pregnancy, postpartum recovery, and beyond. While financial terms of the deal were not disclosed, the move signals a bold expansion of Willow’s global footprint and its commitment to reshaping the maternal health experience.

“Our goal is to elevate the maternal experience with inventive solutions to support and empower mothers,” said Sarah O’Leary, CEO of Willow. “Acquiring Elvie, a deeply respected innovator in the women’s health category, puts us in a leadership position to continue innovating for moms and drive meaningful, global advancements in women’s and maternal health.”

Founded in 2013 by Tania Boler, Elvie gained prominence with its silent, wearable breast pump and more recently, with the launch of its smart baby bouncer, designed to combine ergonomic comfort with intuitive tech. Elvie’s leadership has confirmed the brand will remain operational and “continue its journey under Willow’s guidance,” according to director Karim Abdel-Ghaffar Plaza.

The combined portfolio of Willow and Elvie now spans from wearable pumps to baby tech and AI-based maternal support, positioning the merged company to offer a more comprehensive suite of products for modern mothers navigating pregnancy, postpartum, and early parenting.

Both companies have long been recognised as disruptors in femtech—a category that, despite growing interest, remains underfunded relative to its potential impact. Their shared focus on user-led design and women-first innovation has earned them loyal followings and significant influence within the maternal health landscape.

“We’re excited to continue this work together, knowing that our teams share the belief that moms deserve better—better technology, better support, and better health outcomes,” O’Leary said.

With the acquisition, Willow strengthens its standing in the $50 billion global femtech market, while furthering its mission to redefine motherhood with dignity, innovation, and support.