Just a few years ago, Samantha Rudolph, Co-Founder and CEO of Babyation based in St. Louis, MO, was on a ski trip with her husband when she read an article that asked the question "shouldn't the breast pump be as elegant as an iPhone and as quiet as a Prius?". Although they didn't have kids at the time, Sam woke her husband up after reading this to share how the article was upsetting to her and he opened one eye and said "I can build one." Sam and her husband Jared started Babyation, a venture-backed startup that is unapologetically for moms. Babyation is a parent tech company that creates products for women that want to parent on their terms, beginning with an innovative breast pump that is quiet, discreet and smart.