Willow is a wearable breast pump you rent monthly instead of buying
Willow is a wearable breast pump made by Willow Innovations. Instead of buying the pump outright, you pay a monthly subscription fee to use it. The pump fits inside your bra and connects to an app on your phone that tracks pumping sessions and milk storage. You don't own the equipment — you're renting it for as long as you pay the monthly fee.
The subscription includes the pump hardware, replacement parts as they wear out, and access to the mobile app. If you stop paying or return the pump, you lose access to both the device and your pumping data stored in the app. This model works for people who want to try the pump before committing to a purchase, or who prefer not to pay the full upfront cost of a new Willow pump.
Key Takeaways
- Willow subscription includes the pump hardware, replacement parts, and app access for a monthly fee, but you do not own the pump.
- You must return the pump if you cancel or stop paying, and your access to your pumping data ends when your subscription ends.
- The monthly subscription costs less upfront than buying a new Willow pump, but the total cost over two or more years may exceed the purchase price.
- Replacement parts and repairs are included in the subscription fee with no extra charges for normal wear and tear.
- Some health insurance plans cover wearable pump rentals under durable medical equipment benefits, though coverage varies by plan and state.
How the Willow subscription works month to month
When you sign up, you select your subscription plan and provide payment information. Willow ships you the pump hardware and starter supplies, and you download the app to your phone. You connect the pump to the app and begin using it immediately.
Each month, your payment method is charged automatically on the same date. As long as the payment goes through, your subscription stays active. If a payment fails, Willow typically gives you a grace period to update your payment method before suspending your account or ending your subscription.
To cancel, you contact Willow to end the subscription and arrange to return the pump. Depending on your plan, there may be an early termination fee. Once Willow receives the returned pump, your subscription ends and you lose access to the app and your pumping history.
Subscription cost compared to buying a pump outright
Willow's monthly subscription fee is lower than the price of buying a new Willow pump. The exact monthly cost varies by plan and current promotions. If you use the pump for only a few months or one year, the subscription is usually cheaper than purchasing. However, if you plan to use the pump for two or more years, buying outright may cost less over time.
The subscription includes replacement parts and repairs at no extra cost. If you bought a pump, you would pay out of pocket for replacements and repairs, which can add up with regular use. You also have the option to buy a used Willow pump from a reseller, which is typically cheaper than both the subscription and a new purchase.
Some plans include early termination fees if you cancel before a certain date. Review your specific plan terms before signing up so you understand the total cost if you need to stop early.
What happens to your data if you cancel
Your pumping history, milk storage records, and other data are stored in the Willow app and tied to your account. As long as your subscription is active, you can view and track this information. If you cancel, your access to the app ends and you cannot retrieve your historical data from Willow's servers.
Before you cancel, take screenshots or export any data you want to keep. Willow does not automatically send you a copy of your records, so saving what matters to you is your responsibility. Once your subscription ends, that data is no longer available through the app.
Insurance coverage and rental agreements
Some health insurance plans cover breast pump rentals or subscriptions under their durable medical equipment benefit. Coverage varies widely by plan and by state. Before signing up, contact your insurance company to ask whether they cover wearable pump rentals and what documentation they need.
If your insurance covers it, Willow can often work with your insurance to bill them directly or provide documentation for reimbursement. You may still owe a copay or coinsurance depending on your plan. If your insurance doesn't cover rentals, you pay the full subscription fee yourself.
Read Willow's rental agreement carefully before signing up. It explains what happens if the pump is lost, stolen, or damaged, and whether you're responsible for repair or replacement costs beyond normal wear and tear.
Alternatives to Willow subscription
You can buy a new Willow pump outright from retailers like Amazon, Target, or Willow's website. This costs more upfront but you own the pump and can use it as long as it works, with no monthly fees or return requirements.
You can rent a hospital-grade pump from a local medical equipment rental company or lactation consultant. These pumps are heavier and less discreet than Willow, but rental costs are often lower and some insurance plans cover them more readily. Hospital-grade pumps are designed for frequent, long-term use and are more durable than personal pumps.
Other wearable or portable pumps are available from brands like Elvie, Spectra, and Medela. Some have subscription options; others are sold outright. Compare the features, cost, and warranty of each option against your needs and budget.
Frequently Asked Questions
Can I pause my Willow subscription instead of canceling?
Willow offers pause options on some plans, allowing you to temporarily stop your subscription without canceling it outright. This is useful if you're taking a break from pumping or returning to work. Check your specific plan terms or contact Willow to see if pausing is an option and how long you can pause before the subscription resumes or ends.
What if the pump breaks or stops working?
Replacement and repair are included in your subscription fee. Contact Willow's customer service with details about the problem, and they will either repair the pump or send you a replacement. You typically don't pay anything extra for this service as long as the damage is not from misuse or neglect.
Is there an early termination fee if I cancel?
Early termination fees depend on which subscription plan you choose. Some plans have no early termination fee; others charge a fee if you cancel before a certain date. Review the terms of your specific plan before signing up so you know what you're committing to and what it costs to exit early.
Can I buy the pump after renting it?
Willow does not currently offer a rent-to-own program where your subscription payments count toward a purchase. If you want to own the pump, you would need to buy it separately at full price. Contact Willow directly to confirm whether this option has changed.
Does insurance cover Willow subscription?
Some insurance plans cover wearable pump rentals under durable medical equipment benefits, but coverage varies by plan and state. Contact your insurance company before signing up to ask whether they cover Willow and what documentation they need. If covered, Willow can often work with your insurance to bill them directly.