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§ Private Profile · Kfar Saba, Israel
Femtech and health technology company designing advanced breast pumps for nursing mothers, focused on natural milk flow and comfort.
Based in Tel Aviv, Israel, Annabella is a maternal health and femtech company that develops and manufactures an FDA-cleared electric breast pump featuring a patented mechanism designed to mimic a baby's natural tongue motion. The startup targets the consumer health electronics sector by selling its specialized hardware and related nursing accessories directly to mothers, as well as through established retail distribution channels. To support its ongoing United States market expansion and product development, the company has raised $8.5 million in seed funding, which includes capital from early equity crowdfunding campaigns. Annabella has successfully sold over 4,000 pump units through major regional retailers like Shilav, and the firm is backed by prominent venture investors including Yasmin Lukatz, Oren Dobronsky, and Zohar Gilon. The enterprise was founded in 2019 by Masha Waldberg, Senya Waldberg, and Ron Edelman.
Annabella has raised $9.0M across 1 funding round.
Annabella has raised $9.0M in total across 1 funding round.
Annabella has raised $9.0M in total across 1 funding round.
Annabella's investors include Yasmin Lukatz, ICON, Tamar Technology Ventures, Y Combinator, Adam Gross, Christian Bach, Ido Yablonka, Jeremy Stoppelman, Kevin Lin, Mathias Biilmann Christensen, Michael Stoppelman, Oren Dobronsky.
Annabella has raised $9.0M across 1 funding round. Most recently, it raised $9.0M Seed in January 2024.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jan 1, 2024 | $9M Seed | Yasmin Lukatz | Icon, Tamar Technology Ventures, Y Combinator, Adam Gross, Christian Bach, IDO Yablonka, Jeremy Stoppelman, Kevin LIN, Mathias Biilmann Christensen, Michael Stoppelman, Oren Dobronsky, RAN Makavy, Menachem Weinfeld, Zohar Gilon | Announced |
Annabella is a femtech company specializing in innovative breast pumps that mimic a baby's natural suckling motion using tongue-simulation technology, delivering up to 50% more milk expression efficiency and greater comfort compared to leading brands.[2][3][4] Founded in 2016 and based in West Palm Beach, Florida, it serves breastfeeding mothers worldwide, solving pain points in traditional pumping like discomfort and low yield through FDA-cleared, patented devices including single and double electric pumps, plus accessories.[1][2][4] The company has raised over $10.35M in funding, including an $8.5M seed round in 2024 supporting U.S. expansion, and reported 154% revenue growth to NIS 4.5M in H1 2025 from European, Israeli, and U.S. online sales.[1][2][4]
Annabella has captured 5-10% monthly market share in Israel since its 2023 launch there, sold over 4,000 units via retail, and holds 8 patents in breastfeeding tech while earning innovation awards.[1][3][4]
Annabella was founded in 2016 by Masha Waldberg (Founder & VP), Senia Waldberg (Founder & CMO), and Uri Yaffe (Founder & CEO), driven by a mission to empower mothers with superior femtech products that prioritize comfort and efficiency in breastfeeding.[3][4] The core idea emerged from addressing gaps in existing breast pumps, leading to patented technology that simulates a baby's tongue motion for a more natural experience.[2][5] Early traction built in Israel with a February 2023 retail launch via Shilav stores, achieving rapid 5-10% monthly market penetration and over 4,000 units sold, plus a Shark Tank feature.[3][4] Pivotal moments include FDA clearance, first patents in the US and China, Israel's fastest crowdfunding at $3M, and a major $8.5M seed round in 2024 fueling U.S. market entry.[1][2][4]
Annabella rides the booming femtech wave, targeting the $50B+ maternal health market with smart, app-integrated breastfeeding devices amid rising demand for portable, data-tracking wearables.[2] Timing aligns with post-pandemic focus on women's health tech, remote work enabling U.S./Europe expansion, and regulatory wins like FDA clearance accelerating adoption.[1][4] Favorable forces include aging millennial motherhood, e-commerce growth in baby products, and investor enthusiasm—evidenced by $10M+ funding and crowdfunding success—positioning Annabella to disrupt incumbents like Medela.[2][4] It influences the ecosystem by advancing connected pumps with real-time tracking and personalization, fostering innovation in babycare wearables.[2]
Annabella's trajectory points to scaled U.S. dominance, with H1 2025's 154% growth signaling potential for multi-fold revenue in 2026 via expanded double-pump lines and accessories.[1] Trends like AI-personalized femtech, global e-commerce penetration, and wearables integration will propel it, possibly eyeing Series A or acquisitions by medtech giants. Its influence could redefine breastfeeding standards, empowering more mothers—building on early wins to claim a lasting slice of the maternal wellness revolution.[2][4]