Doula and Birth Coaching Services Market

How big is Doula and Birth Coaching Services Market in 2026?

The doula and birth coaching services market is estimated at USD 16.1 billion in 2025 and is likely to reach USD 17.1 billion in 2026. Demand for doula and birth coaching services is forecast to grow at a 5.8% CAGR between 2026 and 2036 and reach USD 30.0 billion by 2036.

Adoption of doula and birth coaching services is spreading among families who want steady support between clinic visits. Sales of doula and birth coaching services, estimated at USD 16.1 billion in 2025, are likely to rise to USD 17.1 billion in 2026, and the FMI outlook gives USD 30.0 billion by 2036 on a 5.8% CAGR. Cesarean deliveries accounted for 32.5% of US births in 2025, and the low-risk cesarean rate rose to 26.9%, CDC provisional data show.[1] Parents worried about a surgical birth are hiring labour doulas to support a vaginal delivery.

Payers decide fees in doula care, so buyer power is the strongest of Porter's five forces here. Medicaid paid for 40.2% of US births in 2024, and private insurance for 51.8%.[2] Once a state Medicaid plan or an employer benefit covers doula care, the payer sets the fee and the credential, and independent doulas lose control of price.

New entrants also face low barriers, as certification needs only weeks of training and most doulas work alone or in small collectives. Virtual maternity platforms are adding doula sessions to wider employer programmes, so fees for one-to-one private doulas will stay under pressure to 2036.

Key Market Trends & Insights

• Families planning a hospital birth with less intervention keep labour and birth doulas ahead on doula type, at an expected 44.6% in 2026, with postpartum doulas near 33.8%.
• Childbirth coaching is likely to lead service type with 31.5% in 2026, and postpartum support follows at an estimated 27.2%. Illinois added doula and lactation support services to Medicaid without a physician referral, KFF reported in May 2026.[3]
• In-person visits at home and in the delivery room hold an estimated 71.4% of service mode sales in 2026, and online coaching makes up the other 28.6%.

Regional Highlights

• Medicaid programmes and employers adding doula benefits put the United States first among the countries covered, at a 6.3% CAGR.
• Australia and New Zealand follow at 6.2%, close to South Korea, and the United Kingdom closes the FMI country table at 5.4%, since NHS midwives already provide much continuous care.
• Australia registered 292,318 births in 2024, up 1.9% on 2023, and the median age of mothers was 32.1 years, the ABS reported.[4]

Market Size & Forecast

Table 1: Market Size and Forecast for the Doula and Birth Coaching Services Market (USD billion and percentage), 2025 to 2036

Metric	Value
2025 Market Size	USD 16.1 billion
Estimated Market Size in 2026	USD 17.1 billion
Projected Market Size by 2036	USD 30.0 billion
CAGR, 2026 to 2036	5.8%
Added Revenue, 2026 to 2036	USD 12.9 billion
Market Expansion Multiple	1.8x

Families usually hire a doula or a coaching package in the second trimester, and payment comes as a package fee, an hourly postpartum rate or a payer claim after the birth. US births numbered 3,606,400 in 2025, 1% fewer than in 2024, and the general fertility rate fell to 53.1 per 1,000 women.[1] Doula and birth coaching services sales grow through higher use per birth. The number of births is flat or falling in most profiled countries. New parents buying doula care also buy nappies and baby care, and the baby diaper market is expected to grow at a 6.2% CAGR. In FMI's model, the doula and birth coaching services market is likely to add close to USD 12.9 billion of new sales over the decade, leaving 2036 sales about 80% above the 2026 level. Falling birth numbers are the main risk, since each lost birth removes a whole doula package.

Payer Coverage, Billing Reform and Virtual Doulas

Payers are turning doula care into a covered benefit. KFF reported in May 2026 that states are certifying doulas as community health workers, and Massachusetts is training MassHealth providers under a 2024 law that expands access to midwifery, birth centres, doulas and postpartum home visiting.[3] All but two states have adopted the optional 12-month postpartum Medicaid extension, KFF said in May 2025.[5] Longer postpartum coverage gives postpartum doulas a payer for visits after the first six weeks.

Obstetric billing is also changing. The American Medical Association released codes that replace the global maternity bundle with separate billing for prenatal care, delivery and postnatal care from 1 January 2027, HR Brew reported in July 2026.[6] Among Maven Clinic members who met a Maven virtual doula, 86% felt less anxious and 99% felt better able to take part in birth decisions.[7] Separate billing and virtual sessions make each stage of support visible to payers, and doula services can be bought stage by stage.

Table 2: Birth, Payer and Platform Indicators for the Doula and Birth Coaching Services Market (rates, shares and outcomes), 2026

Indicator	Data Point	Relevance	Source
US cesarean delivery rate, 2025	32.5%; low-risk rate 26.9%	Parents seek support for vaginal birth.	[1]
US births, 2025	3,606,400; down 1%	Growth comes from use per birth.	[1]
Medicaid share of US births, 2024	40.2%	Payers set fees and credentials.	[2]
Maternity billing change	Unbundled codes from 1 January 2027	Each care stage billed separately.	[6]
Maven virtual doula users	99% better able to join birth decisions	Virtual sessions add scale.	[7]
Australia registered births, 2024	292,318; up 1.9%	Births still rising in Australia.	[4]

Analyst Perspective

“The doula is becoming, in my view, a billed member of the maternity team, paid by Medicaid plans and employers, in place of an extra paid privately by the families who can afford one. Agencies that hold payer contracts and offer virtual sessions between visits will gain the most clients over the decade.”

- Rahul Pandita, Principal Consultant, Future Market Insights.

How is the doula and birth coaching services market segmented?

The market is segmented into doula type, service type, service mode, and region. Labour and birth doulas are expected to lead doula type with 44.6% share in 2026, and childbirth coaching leads service type with 31.5%.

By doula type: labor and birth, postpartum, antepartum, sibling, and others.

By service type: pregnancy coaching, childbirth coaching, postpartum support, online childbirth education classes, and others.

By service mode: online and offline.

By region: families, hospitals, birth centres and payers in North America, Latin America, Western Europe, Eastern Europe, East Asia, South Asia and Pacific, and Middle East and Africa.

Why do labor and birth doulas lead doula and birth coaching services sales by doula type?

Labor and birth doulas are expected to lead doula type sales with 44.6% share in 2026, ahead of postpartum doulas at about 33.8% and antepartum doulas at roughly 12.1%.

Table 3: Doula Type Share for the Doula and Birth Coaching Services Market (percentage share), 2026

Doula Type	Estimated Share (2026)
Labor and Birth	44.6%
Postpartum	33.8%
Antepartum	12.1%
Others	6.3%
Sibling	3.2%
Total	100.0%

Table 4: Doula Type Leadership and Market Growth for the Doula and Birth Coaching Services Market (segment and CAGR percentage), 2026 to 2036

Metric	Value
Global CAGR (2026 to 2036)	5.8%
Leading Segment	Labor and Birth

As the birth itself is the event parents fear most, and a package covers prenatal visits, on-call cover and hours of continuous labour support, labor and birth doulas are expected to lead with 44.6% share in 2026. Against postpartum doulas, an estimated 33.8%, the birth package carries a higher single fee, and postpartum care is often bought in smaller blocks of hours. US cesarean births rose to 32.5% in 2025.[1] Antepartum doulas, near 12.1%, serve women with pregnancy complications or high-risk pregnancies, a smaller group. Sibling doulas, about 3.2%, care for older children during labour, and other roles account for 6.3%. Illinois now covers doula services under Medicaid without a physician referral.[3] A family choosing one service will pick a birth doula first, as labour is the moment a hospital cannot staff one-to-one.

• Hospital birth support, birth centre and home birth support, and on-call labour cover make up the leading type.
• Massachusetts reported training and technical assistance for MassHealth providers on doula and postpartum home visiting access, KFF said on 14 May 2026.[3]

Why does childbirth coaching lead doula and birth coaching services sales by service type?

Childbirth coaching is likely to hold 31.5% of service type sales in 2026, with postpartum support at about 27.2% and pregnancy coaching at roughly 20.4%.

Table 5: Service Type Share for the Doula and Birth Coaching Services Market (percentage share), 2026

Service Type	Estimated Share (2026)
Childbirth Coaching	31.5%
Postpartum Support	27.2%
Pregnancy Coaching	20.4%
Online Childbirth Education Classes	14.6%
Others	6.3%
Total	100.0%

Among service types, childbirth coaching is projected to lead with 31.5% share in 2026, since coaching for labour positions, breathing and pain management ends in hands-on support at the birth. Postpartum support, an estimated 27.2%, covers feeding, sleep and recovery, and longer postpartum Medicaid coverage gives that service a payer in most US states.[5] Pregnancy coaching, near 20.4%, runs through the second and third trimesters. Postpartum home visits overlap with wider home support, and the home care services market is forecast to grow at a 10.5% CAGR. Online childbirth education classes, about 14.6%, cost less per family and reach first-time parents in rural areas. Other services account for 6.3%. Separate maternity billing from January 2027 will make prenatal, delivery and postnatal care visible as distinct stages.[6] Parents with a fixed budget will spend first on coaching tied to the birth and add postpartum hours later.

• Labour preparation sessions, birth plans and on-the-day coaching form the leading service type.
• Maven Clinic said 58% of members who met a virtual doula used non-medical methods to support labour, in an August 2026 release.[7]

Why does offline care lead doula and birth coaching services sales by service mode?

Offline care is expected to account for 71.4% of service mode sales in 2026, against about 28.6% for online sessions.

Table 6: Service Mode Share for the Doula and Birth Coaching Services Market (percentage share), 2026

Service Mode	Estimated Share (2026)
Offline	71.4%
Online	28.6%
Total	100.0%

A doula present in the delivery room or at home after the birth charges the highest fee per hour, so offline care is estimated to lead with 71.4% share in 2026. Online sessions, about 28.6%, cover pregnancy coaching, classes and postpartum check-ins at a lower price, and Maven Clinic offers OB-GYNs, midwives, doulas and mental health providers through one virtual programme for over 2,300 employers and health plans.[7] Sales in the coaching platform market are forecast to grow at an 11.2% CAGR, and platform tools are making virtual doula sessions easier to schedule. Families will keep paying for a doula in the room at the birth and move more of the coaching before and after the birth online.

• Home visits, hospital and birth centre attendance and in-person classes make up offline care.
• Maven Clinic studied 9,328 members with high-risk pregnancies and reported 32% fewer NICU admissions than a national benchmark.[7]

What are the drivers, restraints, and opportunities in the doula and birth coaching services market?

Rising cesarean rates and wider payer coverage are pushing more families toward continuous birth support. Uneven certification and limited coverage outside some US states hold back use, and employer benefits open a large new channel.

• Driver: Parents facing high cesarean rates and short clinic visits are hiring doulas for continuous support, and payers are starting to cover that support.
• Restraint: Doula training and certification differ between organisations, which leaves payers and hospitals unsure of quality and keeps many families paying out of pocket.
• Opportunity: Employers and health plans adding maternity benefits can bring virtual and in-person doula care to large groups of employees at once.

Payer Coverage Brings Doula Care to More Families

Demand for doula care is rising in states with payer coverage. Illinois added doula and lactation support to Medicaid without a physician referral, and California received USD 17 million to run the CMS Transforming Maternal Health Model in five Central Valley counties.[3] Medicaid financed 41% of US births in 2023, KFF reported.[5] Each state that adds coverage brings lower-income families into doula care for the first time.

Uneven Certification Holds Back Payer Trust

Doula agencies face a missing national standard. States are working with public health agencies to certify doulas as community health workers, and the approach differs from state to state.[3] In England, the government appointed a maternity and neonatal commissioner after an investigation found care fragmented and women not listened to.[8] Agencies with recognised certification will gain hospital and payer contracts first, and uncertified doulas will stay in the private-pay segment, a split that the FMI country table reflects in slower rates for the United Kingdom and Germany.

Employer Benefits Open a Large Channel

Employer maternity benefits will supply part of the new demand for doula care. Maven Clinic said employers offering both fertility and maternity support save an average of USD 9,600 per birth.[7] Digital women's health is growing alongside, and the femtech market is projected to expand at a 4.4% CAGR. Benefit providers will add doula sessions to existing maternity programmes and pay agencies on volume contracts, opening new ground for employer-funded birth support.

Which country CAGRs are profiled in the doula and birth coaching services market?

Table 7: Country CAGR Comparison for the Doula and Birth Coaching Services Market (CAGR percentage), 2026 to 2036

Country	CAGR (2026 to 2036)
United States	6.3%
Australia and New Zealand	6.2%
South Korea	6.1%
Canada	5.9%
Germany	5.7%
Japan	5.5%
United Kingdom	5.4%

How do country-level CAGRs compare in the doula and birth coaching services market?

Medicaid paid for 40.2% of US births in 2024, and every state plan that adds doula coverage widens the client base.[2] FMI's model shows the United States growing at 6.3%, ahead of every other profiled country. Australia and New Zealand, at 6.2%, gain from rising births and private health cover. South Korea grows at 6.1% as postnatal care centres add birth coaching. Canada, at 5.9%, is just over the global figure. Statutory midwife care already covers home visits after birth in Germany, which is likely to grow at 5.7%, a little below the world figure. Japan is projected at 5.5% and the United Kingdom at 5.4%, as falling births and NHS midwife services limit new private buying. The next chapter of growth for doula and birth coaching services will come from payer coverage in the United States and private cover in Australia.

• State Medicaid coverage sets the US pace.
• Private health cover and rising births support Australia and New Zealand.
• Korean postnatal care centres are adding coaching.
• Provincial health plans and private doulas share Canadian births.
• German statutory midwife care limits paid doula hours.
• Few births and hospital-led care slow Japan.
• NHS midwives cover much of the support British families need.

Full report country CAGRs cover: Payer coverage, rising births and postnatal centres give the United States, Australia and New Zealand and South Korea the fastest rates, Canada is just over the 5.8% global rate, and Germany, Japan and the United Kingdom grow more slowly. The remaining listed countries are folded into regional figures.

Country-wise Analysis

United States Doula and Birth Coaching Services Market Outlook (2026 to 2036)

The low-risk cesarean rate in the United States rose to 26.9% in 2025 from 26.6% in 2024, CDC said.[1] Demand for doula and birth coaching services in the United States is projected to grow at a 6.3% CAGR, as Medicaid plans in states such as Illinois and Massachusetts add doula benefits.[3] Employers are buying doula access through maternity platforms such as Maven Clinic.

Key takeaway: Payer coverage and employer benefits make the United States the fastest profiled country.

Australia and New Zealand Doula and Birth Coaching Services Market Outlook (2026 to 2036)

Registered births in Australia grew 1.9% to 292,318 in 2024, and the fertility rate was 1.481 births per woman.[4] The FMI outlook gives Australia and New Zealand a 6.2% CAGR, as older first-time mothers with private health cover hire doulas for hospital and birth centre births.

Key takeaway: Rising births and older mothers support Australia and New Zealand.

South Korea Doula and Birth Coaching Services Market Outlook (2026 to 2036)

Korean families commonly stay at private postnatal care centres after birth, and those centres are adding prenatal classes and birth coaching to fill beds. Parents in those centres also buy baby skin and bath products, and the baby personal care products market is projected to grow at a 5.8% CAGR, level with the doula and birth coaching services market. Couples having fewer children spend more on each birth, which supports a 6.1% CAGR for South Korea.

Key takeaway: Postnatal centres carry growth in South Korea.

Canada Doula and Birth Coaching Services Market Outlook (2026 to 2036)

Canadian parents pay for most doula care privately, and some employer health plans reimburse part of the fee. A 5.9% CAGR is projected for Canada, a little over the global rate, as doula collectives in large cities add virtual prenatal classes.

Key takeaway: Private pay and city collectives shape Canada.

Germany Doula and Birth Coaching Services Market Outlook (2026 to 2036)

German statutory health insurance pays for midwife care before and after birth, so doulas in Germany sell mainly birth support and coaching. Families add a doula on top of the insured midwife, and German demand is forecast at a 5.7% CAGR, a tenth of a point under the global rate.

Key takeaway: Insured midwife care limits doula hours in Germany.

Japan Doula and Birth Coaching Services Market Outlook (2026 to 2036)

Japanese hospitals and maternity clinics manage most births, and postpartum doula services in Tokyo and Osaka sell home visits to mothers without family support. The outlook for Japan is a 5.5% CAGR, as falling births offset higher use per birth.

Key takeaway: Postpartum home help leads doula use in Japan.

United Kingdom Doula and Birth Coaching Services Market Outlook (2026 to 2036)

The government announced an extra £41 million for urgent maternity safety risks in June 2026, on top of £145 million committed since April 2025, and over £10 million for 1,000 temporary roles for newly qualified midwives.[8] The United Kingdom is projected at a 5.4% CAGR, the slowest in the table. NHS midwives provide most support and private doulas serve a smaller group.

Key takeaway: NHS midwife funding keeps demand for private doulas modest in the United Kingdom.

Who are the notable companies in the doula and birth coaching services market?

DONA International, Birthways, The Doula Network, CAPPA, Motherhood Center, Natural Resources, DoulaMatch.net, Tranquility Birth Services, Motherly, WellNested and Maven Clinic are the profiled companies.

Eleven organisations appear in the FMI profile, from certification bodies and doula agencies to digital maternity platforms. Maven Clinic offers virtual doulas within a maternity programme used by over 2,300 employers and health plans.[7] DONA International and CAPPA train and certify birth and postpartum doulas. Birthways, The Doula Network, Motherhood Center, Natural Resources, DoulaMatch.net, Tranquility Birth Services, Motherly and WellNested complete the group.

• Certification and training bodies: DONA International, CAPPA and Birthways.
• Doula agencies and directories: The Doula Network, DoulaMatch.net, Tranquility Birth Services, Motherhood Center and Natural Resources.
• Digital and content platforms: Maven Clinic, Motherly and WellNested.

Competitive Benchmarking: Doula and Birth Coaching Services Market

Table 8: Competitive Benchmarking for the Doula and Birth Coaching Services Market (qualitative documentation ratings), 2026

Company	Birth Support	Postpartum Support	Virtual Services	Recency
Maven Clinic	Medium	High	High	High
DONA International	High	High	Low	Medium
CAPPA	High	High	Low	Low
The Doula Network	High	Medium	Medium	Low
Motherly	Low	Medium	High	Low

Scores in this FMI table follow the count of dated company releases and public programme details for each service, and none implies a share position.

Key Developments in the Doula and Birth Coaching Services Market

• On 27 August 2026, Maven Clinic reported 32% fewer NICU admissions among members with high-risk pregnancies.[7]
• On 15 July 2026, HR Brew reported new AMA codes ending the global maternity billing bundle from January 2027.[6]
• On 30 June 2026, the UK government announced the first maternity and neonatal commissioner.[8]
• On 9 June 2026, CDC published final 2024 birth data showing Medicaid paid for 40.2% of births.[2]
• On 14 May 2026, KFF published state Medicaid findings including new doula coverage in Illinois.[3]
• In April 2026, CDC published provisional 2025 data with a 32.5% cesarean rate.[1]
• On 15 October 2025, the ABS reported 292,318 registered births in Australia for 2024.[4]
• On 29 May 2025, KFF reported that all but two states had adopted 12-month postpartum Medicaid coverage.[5]

Key Players in the Doula and Birth Coaching Services Market

Certification and Training Bodies

• DONA International
• CAPPA
• Birthways

Doula Agencies and Directories

• The Doula Network
• DoulaMatch.net
• Tranquility Birth Services
• Motherhood Center
• Natural Resources

Digital and Content Platforms

• Maven Clinic
• Motherly
• WellNested

Doula and Birth Coaching Services Market - Report Scope

Table 9: Report Scope for the Doula and Birth Coaching Services Market (coverage fields and definitions), 2026 to 2036

Coverage field	Report scope
Market breakdown	Doula type; service type; service mode; region
Quantitative units	USD billion
Market definition	Non-clinical support for pregnancy, labour, birth and the postpartum period, including doula care, pregnancy and childbirth coaching, postpartum support and childbirth education, delivered in person or online.
Regions covered	North America; Latin America; Western Europe; Eastern Europe; East Asia; South Asia and Pacific; Middle East and Africa
Countries covered	United States; Canada; Brazil; Mexico; Argentina; Chile; Germany; France; United Kingdom; Italy; Spain; Benelux; Nordics; Poland; Czech Republic; Romania; Hungary; China; Japan; South Korea; India; ASEAN; Australia and New Zealand; GCC Countries; South Africa; Türkiye; Israel
Key companies profiled	DONA International, Birthways, The Doula Network, CAPPA, Motherhood Center, Natural Resources, DoulaMatch.net, Tranquility Birth Services, Motherly, WellNested, Maven Clinic
Forecast period	2026 to 2036

Doula and Birth Coaching Services Market - Research Methodology

Table 10: Research Methodology for the Doula and Birth Coaching Services Market (research methods and approach), 2026 edition

Method	Approach
Data Sources	Government birth statistics, health policy briefs, government maternity announcements, company releases and trade press from May 2025 onward.
Desk Research	Desk research covers birth numbers, cesarean rates, payer coverage, billing reform and virtual maternity services.
Market Sizing and Forecasting	Sizing starts from the 2026 base of USD 17.1 billion and the 5.8% CAGR for the forecast decade.
Data Validation	Birth figures, payer shares and programme details were matched to the agency, organisation or company that released each one.

Doula and Birth Coaching Services Market by Segments

Doula and Birth Coaching Services Market segmented by Doula Type:

• Labor and Birth
• Postpartum
• Antepartum
• Sibling
• Others

Doula and Birth Coaching Services Market segmented by Service Type:

• Pregnancy Coaching
• Childbirth Coaching
• Postpartum Support
• Online Childbirth Education Classes
• Others

Doula and Birth Coaching Services Market segmented by Service Mode:

• Online
• Offline

Doula and Birth Coaching Services Market by Region

• North America
  • United States
  • Canada
• Latin America
  • Brazil
  • Mexico
  • Argentina
  • Chile
• Western Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Benelux
  • Nordics
• Eastern Europe
  • Poland
  • Czech Republic
  • Romania
  • Hungary
• East Asia
  • China
  • Japan
  • South Korea
• South Asia and Pacific
  • India
  • ASEAN
  • Australia and New Zealand
• Middle East and Africa
  • GCC Countries
  • South Africa
  • Türkiye
  • Israel

Research Sources and Bibliography

• [1] National Center for Health Statistics, Centers for Disease Control and Prevention. (2026, April). Births: Provisional data for 2025 (Vital Statistics Rapid Release No. 43). https://www.cdc.gov/nchs/data/vsrr/vsrr043.pdf
• [2] National Center for Health Statistics, Centers for Disease Control and Prevention. (2026, June 9). Births: Final data for 2024 (National Vital Statistics Reports, Vol. 75, No. 2). https://www.cdc.gov/nchs/data/nvsr/nvsr75/nvsr75-02.pdf
• [3] KFF. (2026, May 14). A look at new or expanded Medicaid and public health partnerships from 2025: findings from a survey of state Medicaid programs. https://www.kff.org/medicaid/a-look-at-new-or-expanded-medicaid-and-public-health-partnerships-from-2025-findings-from-a-survey-of-state-medicaid-programs/
• [4] Australian Bureau of Statistics. (2025, October 15). Births, Australia, 2024. https://www.abs.gov.au/statistics/people/population/births-australia/2024
• [5] KFF. (2025, May 29). 5 key facts about Medicaid and pregnancy. https://www.kff.org/medicaid/5-key-facts-about-medicaid-and-pregnancy/
• [6] HR Brew. (2026, July 15). A technical change to obstetric billing could have a big impact on pregnant workers. https://www.hr-brew.com/stories/obstetric-billing-changes-pregnant-workers
• [7] Maven Clinic. (2026, August 27). Maven members with high-risk pregnancies see 32% fewer NICU admissions (PR Newswire). https://www.prnewswire.com/news-releases/maven-members-with-high-risk-pregnancies-see-32-fewer-nicu-admissions-302861241.html
• [8] Department of Health and Social Care. (2026, June 30). UK's first maternity and neonatal commissioner to be appointed. https://www.gov.uk/government/news/uks-first-maternity-and-neonatal-commissioner-to-be-appointed

This bibliography is provided for reader reference. The full report contains the complete reference list and detailed citations.

This Report Answers

• How big is the doula and birth coaching services market during 2026?
• What market size is projected by 2036?
• Which doula type holds notable share?
• Which service type holds notable share?
• Which countries have notable growth?
• Which companies are notable in the market?