About Elvie
Elvie is a Retail company based in London (United Kingdom) founded in 2013, and was acquired by Willow in March 2025. Internet first brand offering wearable breast pumps. It operates in the Retail, Technology, and Healthcare sectors. Elvie has raised $157.63 million across 5 funding rounds from investors including AllBright, BlackRock and Willow. Its website elvie.com draws about 189 thousand monthly visits. Elvie offers products and services including Elvie Pump, Elvie Stride, Elvie Stride 2, Elvie Curve, and Elvie Catch. Its focus areas include HealthTech, Disease Self Management, Pediatrics and Monitoring. Its legal entity is CHIARO TECHNOLOGY LIMITED. Its competitors include Fraupow, MilkStrip and Cibus Health.
Company details
Elvie was founded in 2013 in London, United Kingdom, and operates within the health technology sector focused on maternal care. Portable breast pumps are offered that can be worn inside nursing bras, enabling milk expression at any location. Compatibility with Android and iOS devices is supported, allowing real-time monitoring of milk volume, tracking of pumping sessions per breast, and remote operation of the device.
- Headquarters London, United Kingdom
- Stage Acquired
- SectorsRetailTechnology Healthcare Consumer
- Website category Health
- Email••••••••
- Phone•••• ••••
- Website elvie.com
- Social LinkedIn X Facebook Instagram YouTube
- Acquired by Willow (Mar 2025)
- Legal Name Chiaro Technology Limited
- Date of Incorporation 24 Apr, 2013
- Jurisdiction LONDON, UNITED KINGDOM
Products & Services of Elvie
Elvie offers a comprehensive portfolio of products and services, including Elvie Pump, Elvie Stride, Elvie Stride 2, Elvie Curve, and Elvie Catch.
Wearable electric pump for discreet milk expression during daily activities.
Hands-free electric pump with hospital-grade performance for mothers.
Soft-silicone electric pump offering improved fit and flow for comfort.
Manual in-bra pump for simple, hassle-free milk collection.
Silicone cups for leak-free milk collection during feeding.
Smart trainer for strengthening pelvic floor muscles effectively.
Smart bouncer that converts to a bassinet for infant soothing.
Apps and channels of Elvie
its YouTube channel Elvie has 405K subscribers and 30 videos.
Videos from Elvie
The most watched videos on Elvie's YouTube channel, Elvie (405K subscribers). Click a video to play it here.
More on Elvie.
Funding Insights of Elvie
Elvie has successfully raised a total of $157.63M across 5 strategic funding rounds. The most recent funding activity was a Series C round of $11.99 million completed in April 2024. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $157.63M
- Total Rounds 5
- Last Round Series C — $11.99M
- First Round $6M
(Mar 2017)
- Investors Count 13
All 5 funding rounds of Elvie with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Apr 2024 | $11.99M | Series C | – | – | – |
| Sep 2021 | $17.58M | Series C | – | Hiro Capital, IPGL | – |
| Jul 2021 | $79.97M | Series C | – | BGF | |
| Apr 2019 | $42.09M | Series B | – | IPGL | |
| Mar 2017 | $6M | Series A | – | Octopus Ventures |
14 investors in total: 9 institutional and 5 angel.
Investors in Elvie
Elvie has secured backing from 14 investors, including venture fund, institutional, and angel investors. Prominent investors backing the company include AllBright, BlackRock and Willow.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Hiro Capital is engaged in venture capital investments. | hiro.capital | London, United Kingdom | ||
Investments are made by IPGL in financial and multiple sectors. | ipgl.co.uk | London, United Kingdom | ||
Early & Growth stage tech & offline focused VC firm funding companies in the UK & Ireland | bgf.co.uk | Belfast, United Kingdom | ||
Venture capital investment and support for founders in technology and health sectors. | octopusventures.com | |||
Impact investments are made in UK companies across key sectors. | impactventuresuk.com | London, United Kingdom | ||
A private equity firm focused on building modern businesses. | 2018 | westerly-winds.com | London, UK | |
Diversified investment management firm and private fund focused on debt, equity, and secondary market investments in multiple sectors | 1988 | blackrock.com | New York, United States | |
Networking and learning resources are provided for women in business. | 2016 | allbrightcollective.com | London, United Kingdom | |
MS Michael Spencer | unknown_3689e53927fb4446a | |||
LR Lars Rasmussen | Angel investor, co-founder of Google Maps, active in Indian startup ecosystem | unknown_155e16401f2745829 |
Investor details for Elvie
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
- Investor portfolios
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People of Elvie
25 people are tracked at Elvie (11 in leadership, 14 in team).
| Name | Role | Group |
|---|---|---|
Andrea Zitna | Leadership | |
Sam Skanda-Kumar | Head Of Commercial Finance | Leadership |
Ruth McGowan | Operations & Strategy Director | Leadership |
Katie McGavigan | Global Tax And Financial Control Director | Leadership |
Laurane Dentin | Head Of Sales And International Expansion | Leadership |
Hannah Brisland | Digital And D2c Director | Leadership |
Amit Puri | Head Of Continuous Improvement | Leadership |
Catie Brauer | Senior Medical Business Sales President | Leadership |
Jo Gardner | Global Head Of Insights | Leadership |
Cherie Stedman | Commercial Director Uk, Eu, ROW | Leadership |
Oxana Hammond | Scoping & Partnerships Director | Leadership |
Maria Conticello | Key Account Manager EU & ROW | Team |
Ben Cridland | Creative Lead - Brand And NPD | Team |
Moa Drugge | Escalations Manager | Team |
Simon Cross | Senior Design Engineer | Team |
Elaine Kaizer Buzzi | Distributor Key Account Manager (international) | Team |
Christopher Gallimore | Contact Centre Performance Manager | Team |
Lyndon E. | Software Engineering Lead | Team |
Ben Smith-Rose | Senior Software Engineer | Team |
Sara Aragão | Operations Readiness Manager | Team |
5 more people are available in the full profile.
Complete people profiles for Elvie
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
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- Professional contacts
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Timeline of Elvie
4 dated milestones of Elvie across 12 years, from founding to its latest funding, stage changes and deals.
- Founded Elvie is founded.
- Funding First funding round of $6.0M.
- Funding Latest funding round, Series C, of $12.0M.
- Exit Acquired by Willow.
Competitors of Elvie
Elvie has 3 listed competitors in our database. They include Fraupow, MilkStrip and Cibus Health.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| fraupow.com | 2020 | London, United Kingdom | Fraupow sells wearable breast pumps and provides breastfeeding support services. | |||
| milkstrip.co.uk | 2017 | Leeds, United Kingdom | Develops innovative diagnostic test kits for breast milk. | |||
| cibus.health | 2012 | Oxford, United Kingdom | Delivers smart bottles for monitoring baby feeding quality. |
Detailed competitors of Elvie
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
- Full competitor set
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Verified entity values are shown only after access is granted.
Web traffic of Elvie
The website of Elvie (elvie.com) receives about 189.3K visits a month and ranks #289,190 among all websites worldwide, #9,987 in Health.
- Monthly visits189.3K
▲ 24.5% vs previous month
- Unique visitors80.6K
per month
- Global rank#289,190
among all websites
- Category rank#9,987
Health · Health
- Bounce rate57%
- Pages per visit1.8
- Average visit53 sec
- DevicesDesktop 20% · Mobile 80%
Websites whose visitors overlap most with Elvie. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
fathercraft.com | fathercraft.com | 100% | #571,239 | – | |
| fizimed.com | 93% | 57.4K | #664,609 | View details | |
| tenscare.co.uk | 93% | #889,605 | View details | ||
| axion.shop | 93% | 54.8K | #612,010 | View details | |
perineeshop.com | perineeshop.com | 93% | #560,776 | – | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 16 similar websites and full traffic analytics for Elvie
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- 16 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
Verified entity values are shown only after access is granted.
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Related news about Elvie
Complete news archive for Elvie
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- Brand-specific news history
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Frequently Asked Questions about Elvie
Elvie was founded in 2013 and raised its 1st funding round 4 years after it was founded.
Elvie is headquartered in London, United Kingdom. It is registered at London, England, United Kingdom.
Elvie is a funded company, having raised a total of $157.63M across 5 funding rounds to date. The company's 1st funding round was a Series A of $6M, raised on Mar 2017.
Elvie was founded in 2013 in London, United Kingdom, and operates within the health technology sector focused on maternal care. Portable breast pumps are offered that can be worn inside nursing bras, enabling milk expression at any location. Compatibility with Android and iOS devices is supported, allowing real-time monitoring of milk volume, tracking of pumping sessions per breast, and remote operation of the device.
Elvie's top competitors include Fraupow, MilkStrip and Cibus Health.
Elvie offers Elvie Pump, Elvie Stride, Elvie Stride 2, Elvie Curve, and 3 more products and services.
Elvie has 14 investors. Key investors include AllBright, BlackRock, Willow, Hiro Capital, and IPGL.
Elvie operates through Chiaro Technology Limited.
Yes. Elvie was acquired by Willow in March 2025.
The website of Elvie receives about 189 thousand visits a month and ranks #289,190 among all websites worldwide.