Pump Drama 2025: Elvie, Willow, and What It Means for You
Hey friends! Welcome back to Genuine Lactation—I’m Jessica, your friendly neighborhood IBCLC and resident breast pump geek. Today we’re diving into some very real pump-world drama that might sound like a soap opera, but yes, it’s happening—and yes, it could matter a lot if you’re currently pumping or planning to.
Let’s unpack it.
🚨 Elvie Has Gone Bankrupt. Willow Bought Them. Yes, Really.
Just a few months ago, Elvie and Willow were the two luxury giants of the wearable pump world. Then… plot twist. Elvie filed for bankruptcy, and Willow swooped in to acquire their assets.
Yup. Willow now owns Elvie.
This isn’t just a business headline—it has real implications for parents who just dropped $500+ on an Elvie and are now wondering, “Will I still be able to get parts? Will the app work? Will anyone honor my warranty?”
The short answer: yes—most likely.
Even though it’s still early days and we don’t have all the details, pumps that were sold under warranty are very likely to be covered. I have my thoughts on Willow (believe me, I have thoughts), but poor warranty coverage hasn’t historically been one of their issues. If anything, they’ve consistently acted like they want to be taken seriously as a luxury pump company—and that means continuing to stand by warranties, even post-merger.
So, while the logistics might be a little messy in the short term, I would honestly be shocked if Willow suddenly changed their tune on support or replacements. This acquisition doesn't scream "budget brand pivot"—it’s more like “we still want to be Apple, but for boobs.”
You can read more from the source here:
📌 Willow’s Official Press Release
📌 TechCrunch Coverage
📌 Femtech Insider Breakdown
🍼 Let’s Be Honest—Neither Brand Was Perfect
As a pumping pro, I’ve seen it all. Cups that don’t make sense, motors that fizzle out too soon, leaky seals that still aren’t fixed even after six years (looking at you, OG Elvie). And don’t even get me started on the Willow 360 with its constant suction drama or the app issues that never seem to go away.
These products have potential—don’t get me wrong. But they also come with real-world headaches that affect real parents. You know, the ones trying to pump during Zoom calls, school pickup, or that 2 a.m. “why is everyone awake” shift.
📅 The Potential Bumps Ahead
I truly hope this acquisition leads to better pumps and better support for pumping families—but let’s also talk about what could go sideways here. Because in the land of mergers and corporate restructuring, bumps are practically part of the package.
❌ Product Abandonment
One major concern is the potential for abandonment of certain products. If Willow decides one of Elvie’s or even their own products isn’t worth supporting, it could quietly disappear. (Bye-bye, replacement parts. Bye-bye, app support. Bye-bye, warranty redemptions.)
⚙️ Quality & Programming Changes
We could also see tweaks to hardware or programming—some of which may be helpful, some of which could totally backfire. Will they fix what needed fixing? Or will we see updates that create new issues? With pumps as complex as these, even small changes can seriously affect performance.
🧑💼 Staff Turnover
Let’s not forget the people behind the tech. There’s often turnover after an acquisition, and if the key team members—the ones who really understood the engineering, the coding, or (wild idea!) the end-user experience—leave? Well, they might lose the problem-solver they didn’t even know they needed. And then they’re up a creek without a paddle… or a functional letdown mode.
😧 Managing Four Tricky Pumps
Willow now owns four unique and occasionally finicky pumps: Willow 360, Willow Go, Elvie Stride, and Elvie OG. Each has its quirks. Each has its fans and its issues. Trying to maintain or improve all of them at once could lead to major growing pains, missteps, and dropped balls (or pumps, as it were).
⏳ Replacement Part Delays
Shifting production lines and renegotiating supplier contracts after a merger can cause delays in getting replacement parts and accessories to customers. So while I do believe Willow will honor warranties, don’t be surprised if things move slower than usual for a while. Have your backups ready, just in case.
📰 Thinking About Switching Pumps? I’ve Got You Covered.
If this all has you wondering whether now’s the time to check out other options—good news: I’ve already done the homework for you.
✨ Check out my video on the Best Wearable Pumps of 2025 for a breakdown of what’s working, what’s flopping, and what might actually make your life easier right now. I cover features, reliability, comfort, and the kinds of things you only learn after hundreds of real pumping sessions.
🎥 Watch it here: Best Wearables of 2025 – Genuine Lactation on YouTube
Whether you’re looking for a short-term solution, a long-haul pump, or something budget-friendly but effective, there’s likely something in that lineup that’ll fit your life—and your boobs—better than a question mark.
💬 And while you're over there, don't forget to like and follow Genuine Lactation on YouTube! If you want to stay in the know about the latest in breast pump tech, I’ve got you. I don’t know what Willow’s going to kick out next as part of this merger—but you can bet I’m going to test it, break it down, and give you the honest, no-fluff review. Because that’s what you deserve.
💡 And Hey—Maybe This Turns Out Great
Look, I’ll be the first to say I’ve got some skepticism—but I’m also holding out hope.
Because at the end of the day, we need better pumps. We need smarter design, better customer service, and more innovation that actually reflects the lives of the people using these devices.
We are raising babies, holding down jobs, managing households, healing our bodies—and trying to squeeze in a pumping session between it all. We need the tech and the tools to rise to that moment. If this merger brings us one step closer to that? I will happily eat my words.
Fingers crossed that Willow makes the most of this opportunity. Because if they do—we all win.
TL;DR: Let’s Find You a Pump That Doesn’t Come with Drama
At the end of the day, Willow and Elvie’s executives aren’t the ones crying at 2 a.m. over a drop in output. You are. And you deserve a product you can count on.
So if you’re feeling unsure about jumping into the Willow-Elvie world right now, you are not alone. Let’s find something else—something stable, consistent, and reliable.
You deserve that peace of mind. Your baby deserves that steady milk. And hey—no one needs a $500 gamble right now.
Stay strong, stay hopeful, and as always—happy pumping! 💕
—Jessica
Your friendly IBCLC who reads pump lawsuits so you don’t have to (and tests the new stuff so you don’t have to either)
