US company unveils wearable breast pump with app control

Willow Innovations has done it again. The company that brought moms the first truly wearable breast pump is back with something new — and this time, it's making high-performance pumping more accessible than ever. Meet Willow Sync, a sleek, in-bra pump designed to be covered by insurance, meaning far lower out-of-pocket costs for moms who need it most.

"From the start, Willow has redefined innovation in our category with one vision in mind: to support and empower moms without compromise," said Willow CEO Sarah O'Leary. With Sync, Willow is doubling down on that mission, bridging the gap between affordability and the top-notch pumping tech moms have come to expect.

How does it work?

Think of Willow Sync as the little sister of the award-winning Willow Go — same DNA, more accessible price tag. Here's what it brings to the table:

• Hospital-grade power, lower price: With 20 suction levels and a smooth flange tunnel, Sync is engineered for comfort and maximum milk output — no trade-offs required.
• Completely in-bra design: Moms can slip it on and keep moving. The discreet tube tucks right into a bra, letting users pump without drawing attention.
• Pump your way: Double or single pumping? Your choice. Sync's clever one-motor, two-cup design makes it easy to switch.
• No-spill freedom: Two 5-oz. Splashguard Containers mean you can chase a toddler or answer emails without worrying about losing a drop.
• Smart companion app: Track milk output and get expert advice — including support from Ema, a first-of-its-kind AI trained in women's health to offer quick, empathetic guidance.

Why does it matter?

For many women, getting a pump isn't just a trip to the store — it's a negotiation with their insurance provider. Willow gets this. By offering Sync exclusively through insurance, the company is making premium tech available to more mothers who might have otherwise settled for less.

The context

This launch is part of Willow's bigger push to reimagine maternal technology. In 2017, the company made headlines with the introduction of the first-ever wearable pump, freeing mothers from the wall socket. Fast forward to today, and its lineup includes not just Willow Go and Sync, but also Willow Wave, a wearable manual pump that landed in September 2025 with a $34.99 price tag and hospital-grade suction.

Willow is positioning itself as more than a pump maker — it's a brand building a movement. By partnering with major Durable Medical Equipment providers like Aeroflow, Byram, and Babylist Health, Willow is ensuring that its tech isn't just innovative but also accessible, cementing its role as a leader in femtech.