"It's Not a Calling, It's a Career": Birth Workers Talk Pricing

Charging and pricing are some of the most loaded topics in the birth worker business — and in this panel episode of the Pregnancy and Postnatal Entrepreneurs Collective, we're finally talking about it out loud, no holds barred. Niamh is joined by three birth workers at different stages of their business journeys: Natalie Abouchai (Natnat Your Doula), Emma Fitzsimons (The Marathon Doula), and Audrey McEntee (Hug and Hold Doula Support) for a raw, honest conversation about what it really takes to build a sustainable birth business, why birth workers and doulas keep undercharging, and what the industry needs to change to make this work financially viable long-term.Whether you're a doula, IBCLC, antenatal educator, or any kind of birth worker trying to figure out what to charge — this one's for you.In this episode:How each guest decided what to charge when they started out — and what they'd do differentlyThe burnout that comes directly from undercharging in your doula business (and why it's not just about the money)Emma on female altruism being weaponised against birth workers — and why our industry keeps absorbing itWhy "it's a calling" might be the most damaging phrase in birth worker marketingNatalie's moment: the client who said, post-birth, "I can't believe you were so cheap"The pricing visibility debate — should your doula rates be on your website or saved for the discovery call?The societal double standard: €250 for a 15-minute consultant appointment vs. €170 for an hour-and-a-half lactation home visitWhat happens to the whole doula/IBCLC pricing landscape when experienced birth workers encourage newcomers to work for freeWhy building a sustainable birth business means pricing like you need to actually liveThis is the birthworker business conversation that usually only happens in private. It deserves to be out in the open.About the guests:Natalie Abuce — Natnat Your Doula Natalie is a woman-centred birth doula supporting women through pregnancy, birth, and the maternity system with confidence and informed choice. Based in the southeast and southwest of England, she's passionate about reminding women that their voice matters, their instincts matter, and they deserve to birth feeling powerful, heard, and respected. 🌐 www.natnatyourdoula.co.uk | 📧 [email protected] | @natnatyourdoula (all socials)Emma Fitzsimons — The Marathon Doula Emma is a Birth and Postpartum Doula and Fitness Instructor based in Cavan and Meath. Drawing on her own experiences with maternity services, she qualified as a doula in 2023 and brings over a decade of fitness instruction alongside a deeply personal understanding of what women need in birth and postpartum. She also brings the perspective of 15 years as a single mum. 📱 @emmathemarathondoula on InstagramAudrey McEntee — Hug and Hold Postpartum Doula Support Audrey is a postpartum doula, maternity night nanny, newborn care specialist, and International Certified Infant Massage Instructor based in Ireland. Founder of Hug and Hold Doula Support, she specialises in supporting families through those precious and sometimes overwhelming early days — creating calm, answering questions, and holding space so parents can thrive (not just survive) postpartum. 🌐 hugandholddoula.com | 📧 [email protected] | @hugandholddoulasupport on InstagramBrilliant at the work. Finding the business side harder than it should be? Making Birthwork Work is a free live masterclass for doulas, IBCLCs, antenatal educators and postpartum professionals. One hour. Tuesday 15 September, 7pm. Get your ticket here yourbirthbiz.com/mbw  Get the Easy Content Creation - Summer Edition trainingConnect with Me InstagramFacebookLinked In