Annabella began as a product-led innovation and has since evolved into a growth-stage company with expanding distribution across Israel, Europe and the United States.
After establishing clinical credibility and consumer demand, the Israeli breast-pump company is now positioning itself squarely as a growth-stage business—one that sees global scale, insurance-backed distribution and believes its new wearable product is the lever for its next leap forward.
Speaking with Sivan Raviv at ynet Global Studio, Senia Waldberg, founder, director and marketing advisor, described a company that has moved beyond proof of concept and into execution mode.
Annabella breast pump founder and director Senia Waldberg talks about his company's proven results
“Once we started publishing videos of the tongue mechanism, mothers didn’t ask why—they asked when,” Waldberg said, recalling thousands of inquiries from the U.S., Europe and Asia. “That’s when we understood this wasn’t just an idea. It was a real market.”
A market ready for disruption
For more than a century, breast pumps relied exclusively on vacuum technology, which is often noisy, painful and inefficient. Annabella is setting a new standard in that market with a patented mechanism that combines vacuum with a tongue-like motion that mimics how a baby actually feeds.
The differentiation quickly translated into traction. After launching in Israel, the company sold out rapidly. Since then, Annabella has expanded sales across Israel, the United States and Europe, signing distribution agreements in Germany, Austria and additional European markets, while advancing partnerships in the U.S. health care system.
From consumer product to reimbursed solution
Annabella’s entry into insurance-backed channels marks a turning point. Breast pumps in the U.S. are often subsidized or fully reimbursed, making insurer partnerships critical for scale.
The company has already signed agreements with several American entities offering reimbursement through insurance and plans to expand that network in the coming year. Combined with retail and distributor channels in Europe, Annabella plans to build a multi-lane go-to-market strategy designed to reduce dependency on any single geography.
“We’re seeing demand from different directions at once,” Waldberg said. “That’s a good problem to have—but it requires capital, partners and the right timing.”
Betting on wearable growth
The company’s next flagship product is a wearable, hands-free pump designed to fit entirely inside a regular bra, without tubes, wires or special garments. The product retains Annabella’s tongue mechanism, which is now further refined, while addressing one of the biggest barriers for working mothers: mobility.
“The market is clearly moving toward wearable pumps,” Waldberg said. “We wanted to make sure that when we enter that category, we don’t give up the core technology that makes Annabella different.”
The wearable model is expected to significantly expand the company’s addressable market and average revenue per customer, while strengthening its positioning against competitors that offer portability without physiological innovation.
Building for scale, not improvisation
Behind the product roadmap stands a deliberate focus on team and execution. Waldberg credits the company’s progress to an early decision to recruit experienced leadership and engineers capable of solving problems that others in the industry had failed to crack.
“The team is everything,” he said. “If you don’t have the right people, it doesn’t matter how good the idea is.”
That approach helped Annabella compress years of development into a shorter commercialization cycle—and now underpins its readiness for faster international growth.
A clear investment thesis
With distribution expanding, insurance channels opening and a new product on the horizon, Annabella is now actively seeking additional investors to fund its next phase.
The goal, Waldberg said, is not just growth—but accelerated growth.
“We believe that once you launch the wearable and scale globally, everything moves faster,” he said. “Revenue is expected to grow, valuation grows, and the company may enter a different stage.”
Annabella’s recent momentum includes strong sales growth of 2.5X when comparing H1 2025 to H1 2004, entry into new European markets and deeper integration into the U.S. healthcare ecosystem. If that trajectory continues, the company could emerge as one of the more prominent Israeli players in a global maternal-health market that has historically seen little innovation.
For investors, the pitch is straightforward: a patented technology in a large, proven market; early commercial validation across continents; and a next-generation product aimed squarely at where the industry is heading that is expected to further drive growth.
From a studio conversation to store shelves, insurance plans and international distributors, Annabella is no longer just challenging how breast pumps work—it is testing how far that challenge can scale.
- The fundraising campaign is open to participants starting at 6,600 shekels. Interested parties can review the prospectus and access the investment page through the company’s campaign link in collaboration with Exit-Valley.
*In collaboration with Annabella