The postpartum services industry might not be on your radar for career opportunities, but perhaps it should be.
New parents are seeking help from specialists such as doulas and lactation consultants, which is helping fuel the demand for jobs in the field.
The doula services market is worth $23.8 billion and is forecast to grow by 8.2% between 2025 and 2032, according to a report from Persistence Market Research. The postpartum segment is expected to experience the most rapid growth, the report said.
Some doulas offer birth and postpartum support, while others focus exclusively on the postpartum period. They are typically self-employed, but often work with agencies to find clients.
Karla Pippa, the cofounder of the agency NYC Birth Village Doulas, told Business Insider there’s been a “renaissance” in postpartum care and that she’s seen significantly more interest in it now compared to when she first became a doula in 2012.
Why the postpartum services industry is growing
One reason the field is growing is that there’s more awareness of postpartum care and its role in helping parents’ physical and mental health. Doulas can provide hands-on support with feeding and newborn care, in addition to offering practical help like light housekeeping and cooking. They can also flag potential issues and point clients toward other kinds of specialists when needed. Some offer overnight care as well.
Some parents are also able to get postpartum services paid for or subsidized by their employers through partnerships with benefits companies such as Progyny, Carrot, and Maven.
“If a family has enough postpartum support, then people are much more likely to be able to come back and be able to dig into work in a better space, so it makes a lot of sense that these companies are investing in this as a major benefit,” Pippa said. “But because of this investment, we’re seeing so many more inquiries on the postpartum front than ever before.”
Doula jobs are also relatively accessible, since they don’t require a formal degree. “Everybody comes from such a variety of backgrounds,” Pippa said.
While most doulas take courses before starting work, there are no universal requirements. There’s a wide range of certifications available, but training as a doula typically takes less time and is less expensive than obtaining a formal degree.
Tips for transitioning into doula work
The first step toward landing a job as a doula is to look into a certification program. Pippa went through the Doulas of North America, one of the most well-known and long-running organizations offering certification.
“I feel pretty confident about doulas that have gone through that training,” Pippa said.
Other common programs include the Childbirth and Postpartum Professional Association and Childbirth International. Some programs focus on specific communities or values. The organization Ancient Song, for example, addresses issues such as reproductive justice and racial and systemic inequity.
Another resource is the Center for Fourth Trimester Care, a national nonprofit founded and led by physicians that offers webinars, business development, and educational opportunities for anyone interested in the field. Doulas, lactation specialists, and even some parents are among the members who join the center’s network to access benefits such as grant-application support and mentorship.
“We know that a massive change needs to happen, not only on a business level but also on a societal level, so we welcome anyone who wants to be a member,” Dr. Sonal Patel, a cofounder of the nonprofit, said.
Finding work as a postpartum doula
Finding your first clients as a doula can be difficult because most clients are hesitant to hire someone new. You often need to be your own boss and learn how to navigate fluctuations in your income throughout the year, Jane Frost, a birth and postpartum doula in New York City, said.
“I was surprised realizing how much of a sales job it is,” Frost told BI.
To gain experience and trust from new clients, new doulas can help their first few clients for free or charge a low rate at first, Frost said. Joining an agency can also make it easier to find work. Although you will need to give the agency a percentage of your earnings, typically 15% to 25%, you will still be an independent contractor, Frost added.
Once you’re associated with one or more agencies, clients can find you more easily. Frost said it could also help to find mentorship with a more experienced doula who might send you clients when they’re overbooked. Or, they might offer to partner with you on jobs.
After joining the growing community of postpartum professionals, you might even create a niche for yourself: Pippa told BI she knows doulas who focus on areas like sleep, belly binding, recovery services, and nutrition.
With demand for doulas expected to grow, there will likely be plenty of opportunities to build a career in a field that requires “intuition, love, warmth, and patience,” Pippa said.
