Wildflower Health, a San Francisco women's health company, announced on 21 July 2026 that it had acquired Every Mother, a digital program for core and pelvic floor health during pregnancy, after childbirth and in midlife.
Financial terms were not disclosed. Wildflower said it would combine Every Mother's consumer app with its own enterprise product and hybrid care models, and that Every Mother's programs would become available through healthcare providers and insurance-sponsored plans as well as directly to consumers.
Every Mother founder and chief executive Allison Rapaport commented on the deal in the announcement. Neither company said what role she would take at Wildflower or how many Every Mother staff would join.
What Every Mother built
Every Mother was founded in 2018. It offers on-demand exercise programs, designed with pelvic floor physical therapists, that women can follow at home. The programs cover pregnancy, postpartum recovery, midlife and recovery from surgery, and address conditions including diastasis recti (separation of the abdominal muscles), urinary incontinence, pelvic organ prolapse, pelvic pain and core weakness.
The programs are eligible for payment from Health Savings Accounts and Flexible Spending Accounts. The company positioned itself both as a partner to physical therapists and as an option for women who face barriers to in-person care. Wildflower cited clinical data showing that up to 60% of women experience diastasis recti after giving birth, and said most lack awareness of the condition or a clear path to treatment.
Care on the platform includes guidance from licensed physical therapists, and the company has said its methods are evidence-based and exercise-driven. Its stated mission is to deliver personalised core and pelvic floor care at scale. Every Mother has been featured by NPR, and Wildflower credited it with raising awareness of core health among millions of women.
Every Mother did not publish user numbers alongside the deal.
“Joining forces with Wildflower allows us to scale our proven methodology from a standalone consumer application into a comprehensive care ecosystem,”
Why Wildflower is buying
Wildflower Health, founded and led by Leah Sparks, provides digital care navigation and virtual health services through health insurers and OB-GYN practices. Its app supports about 100,000 women between medical appointments, according to FemTech Insider.
Wildflower describes itself as a tech-enabled women's health company that combines maternity care access, insurance coverage and day-to-day health support through digital tools, AI and human support. The company says its network connects thousands of women's health providers and reaches millions of covered lives through its health plan and provider partners.
Until now the company has sold through employers, insurers and providers. Every Mother brings a consumer subscription business, which Wildflower described as its entry into the direct-to-consumer market. The company said the aim was to make core and pelvic floor therapy a standard part of maternity care rather than something women have to find on their own.
Sparks said in the release that mothers should not have to coordinate their own care, and that prenatal preparation and postpartum recovery had long been treated as optional. Rapaport said joining Wildflower would let Every Mother move from a standalone consumer application into a wider care system.
What happens to customers
Wildflower said Every Mother's consumer platform would be combined with its enterprise digital solution. That would let the same programs be offered through three channels: consumer subscriptions, referrals from providers, and programs paid for by health plans.
The companies did not announce changes to pricing or to the Every Mother app for existing subscribers.
Rapaport said the combination would let the company support women within the same system that already guides the rest of their maternity care, rather than as a separate app. Wildflower said it wants core and pelvic floor therapy to become a routine part of care before and after birth, with the aim of improving long-term outcomes.
A growing market for women's health
The deal is part of a broader push by maternal and women's health companies to add services beyond pregnancy, including postpartum and midlife care. Pelvic floor therapy has been a focus for several digital health providers because demand for specialist physical therapists often exceeds supply.
Neither Every Mother nor Wildflower disclosed funding history or investors in connection with the deal.
