Debunking the Myth: Doulas Can’t Earn Good Money

There's a common misconception that doulas, despite their invaluable role in supporting families through pregnancy, birth, and the postnatal period, struggle to earn a good income.

The truth is, not only is it possible for doulas to make a sustainable and profitable living, but when approached with the right mindset and business skills, the potential for success is significant.

My Own Journey: From Undervaluing My Work to Becoming the CEO of My Business

As a doula who began my journey back in 2009, I can speak first-hand to the challenges of earning what I deserved. When I started out, I had very little business training. I had the passion for the work and the drive to support families, but I was “bumbling along” without any real plan or direction. I didn’t fully understand the importance of pricing my services appropriately, working with clear boundaries and I definitely wasn’t treating my role as a business. As a result, I was hugely undervaluing the work I was doing.

It wasn’t until many years later that I took the time to work on myself, to shift my relationship with money (an absolute frigging game-changer) and to truly understand the importance of being the CEO of my own business. This shift changed everything. I realised that as a doula, my work was worth more than I had ever given myself credit for, and with the right business practices in place, I could create a thriving, profitable practice. This transformation was HUGE, not just for my business but for my own sense of empowerment as a doula and of course-my bank account!

I’ve worked with some amazing business coaches in the last few years (NB legend Lisa Sykes being one of them) and I now view my businesses through a very different lens. My good friend and all-round Life-Friendly Business-legend, Erin, first introduced the concept of “CEO TIME” to me last year and it’s had an incredible impact (thanks Erin!!) I make time to look at my business from the outside in and to see the bigger picture.

Understanding the True Value of Doula Work

It’s crucial to recognise the profound impact doulas have on the families they work with. From providing emotional support to guiding expectant parents through the complexities of childbirth and the postnatal period, doulas make an enormous difference in the lives of those they serve. Studies have shown that continuous support during birth can improve outcomes for both mothers and babies, which is why doula services are more than just a "nice-to-have" -  they’re essential.

This value, however, should be reflected in the rates doulas charge for their services. Doula work is specialised, skilled, and impactful, and those who enter the profession should feel confident in charging what their time and expertise are worth.

I also believe that a doula who is working in a sustainable way and earning their worth is much better placed to then give back in other ways, to offer lower fees for families in financial difficulty or work with some of the amazing charities helping refugees, victims of human trafficking and victims of domestic abuse.

Building a Doula Business That Works for You

One of the key reasons some doulas feel they can’t earn a good income is a lack of business training. That’s where Nurturing Birth’s approach sets us apart. We don’t just teach the ins and outs of doula support; we also equip our trainees with the skills to set up a self-employed business that works for their personal goals. Whether you want to work part-time or build a full-time business, we help you create a flexible business model that suits your lifestyle. We help doulas identify their worth and see the investment they have made and the impact this has.

Being self-employed as a doula means you have control over your fees, your working hours, and the types of services you offer. This flexibility is what makes doula work an ideal career for many who want to balance family life with meaningful, rewarding work and make a decent living at the same time.

Setting Rates that Reflect Your Worth

A common challenge new doulas face is understanding how to set their fees. The key is to consider the value you bring to your clients, to appreciate the investment you have made in training and learning, and the specific services you offer. Starting out, you may (or may not, the jury is out on this one for me) charge slightly lower rates as you build experience, but as your reputation grows, so should your fees. It’s important to recognise that doula services are an investment in the well-being of the family, and they should be priced accordingly. It’s also important to recognise the impact that doula work has on the doula and their family.

If you’re working with a full client load and decent fees, your income potential can be much higher than many traditional careers. Plus, the beauty of being a doula is the ability to scale your business as you grow. Adding additional services and new income streams that complement your birth work.

The Long-Term Earning Potential of Doula Work

While the initial stages of building a doula business might involve a bit of groundwork - establishing your client base, gaining experience, and learning how to market yourself - the long-term earning potential is substantial. With careful planning and consistent effort, you can create a steady income over time. Many doulas find that as they gain more experience, their businesses become more predictable and financially stable.

Additionally, many doulas report that the work becomes more fulfilling the longer they stay in the profession. The bonds you form with families (it’s literally THE BEST FEELING when clients re-book you for subsequent births!!!) the growth you experience in your practice, and the flexibility of being your own boss are all rewarding aspects of this career that go beyond the bank balance.

Success Stories: Doula Business Growth

One of the best ways to showcase the financial potential of being a doula is to share the stories of those who’ve done it. Graduates from Nurturing Birth have gone on to build highly successful businesses. Some work part-time, fitting their doula work around family commitments, while others have turned their practice into a full-time, thriving business.

By utilising the tools and knowledge shared in Nurturing Birth’s training, they’ve successfully set rates that reflect their skills, marketed their services to the right audience, and built long-term relationships with clients. Their success proves that doula work, when approached as a professional business, can be both financially rewarding and personally fulfilling.

Doula Earnings Compared to Other Careers

It’s important to note that doula earnings often exceed those in other caregiving or entry-level healthcare jobs. While exact income can vary depending on location, experience, and the services offered, many doulas are able to earn more than some salaried jobs -  especially as they gain experience and develop a loyal client base. The flexibility of the role allows doulas to make their work as lucrative as they want it to be.

Investing in Professional Development

Another aspect that sets doulas apart is their commitment to continuous learning. By investing in quality training and staying up-to-date with industry best practices, doulas can offer an exceptional level of service, which in turn helps them attract more clients and justify higher rates. Nurturing Birth’s courses are designed to not only train doulas in birth support but also provide comprehensive business training, giving our doulas the tools to create a financially successful practice.

At Nurturing Birth, we believe that doulas should not only be recognised for the amazing work they do but also be compensated fairly for it. With the right training, mindset, and business tools, you can create a doula business that brings in the income you deserve — while making a lasting, positive impact on the families you support. Hell yeah!

If you’ve ever wondered whether you can make a good living as a doula, the answer is a resounding yes. You have the power to build a profitable and sustainable business that aligns with your values and lifestyle. Don’t let myths hold you back from the rewarding career you’re capable of.