Which doula business model is right for you?

If you’re thinking about becoming a doula, you may not realize there are several ways to structure your work. The business model you choose will shape your day-to-day experience, your income, and how sustainable this career feels over time.

Most doulas don’t stay with one model forever. You might start as a solo doula while building your client base, then move into a partnership when you’re ready for more balance. Or you might begin with an agency to learn the ropes before branching out on your own. There’s no single right path.

Here are the four most common ways doulas structure their businesses:

Solo Doula Practice

This is where most doulas begin. As a solo doula, you run every aspect of your business: marketing, client communication, contracts, payment collection, and of course, attending births. You keep 100% of what you earn, and you make all the decisions.

The freedom is real. You decide which clients to take, what to charge, and when you’re available. You can grow as quickly or slowly as feels right for you.

The challenge is also real. You’re on call around the clock for your clients, which means missing family events, being tethered to your phone, and managing the mental load of always being “available.” You’re also responsible for finding every client yourself.

A solo practice works well for doulas who value independence, want full control over their income, and have a lifestyle that can accommodate unpredictable hours. Many solo doulas find this model sustainable when they limit themselves to two to four clients per month and have reliable backup arrangements with other doulas.

Doula Partnership

A partnership is exactly what it sounds like: two or more doulas who share the work in some way. What that sharing looks like varies widely.

Some partnerships share only backup coverage. Each doula runs a separate business but agrees to cover the other’s clients if needed. Other partnerships are more integrated: shared marketing, joint prenatal visits, and alternating on-call schedules.

“After 16 years as a busy doula in solo practice, I wonder what took me so long to make the commitment to practice in a partnership,” says Sharon Muza, a birth doula and trainer from Seattle, WA. “Finding the right person was critical, and once I did, I never looked back. It makes being a doula so much more sustainable and the feedback from our clients confirms it was the right choice. Taking the leap was hard, but it has made me excited for continuing to do this important work.”

The biggest benefit of a partnership is breathing room. You’re not always on call. You can plan to attend your child’s school play without the anxiety of wondering if a client will go into labor that night. You have someone to debrief difficult births with and someone who truly understands the work.

A partnership works well for doulas who want more predictability, are comfortable sharing decision-making, and can find a partner whose values and working style align with theirs. It’s also a good fit for doulas who are balancing birth work with another job or significant family responsibilities.

The catch? Finding the right partner takes time, and the relationship requires ongoing communication about expectations, money, and boundaries.

Doula Collective or Co-op

A collective (sometimes called a co-op) sits somewhere between solo practice and an agency. In this model, a group of doulas each runs their own independent business but comes together for shared benefits: joint marketing, group continuing education, mentorship, and community events.

Each doula in a collective sets their own fees and manages their own clients. The collective itself doesn’t handle contracts or payments. Members typically pay a monthly fee to cover shared expenses like a group website or advertising.

A collective works well for doulas who want the support of community and the marketing advantages of a group identity, but who also want to maintain independence over their individual practice. It’s a good middle ground if you’re not ready for a full partnership but feel isolated working entirely alone.

Doula Agency

A doula agency is a company that employs or contracts with doulas. The agency handles client acquisition, contracts, marketing, and payment collection. The doula’s job is to show up and do the work: prenatal visits, birth support, and postpartum follow-up.

In exchange for giving up the business side, the doula receives a percentage of the fee. The agency keeps the rest.

“My advice to doulas thinking about working with a doula agency is to think first about how you feel about the business aspect of doula work,” says Andrea Hewitt, owner of East Nashville Doula Agency. “If you are not interested in running your own business, then working for an agency might be for you, since the agency owner takes care of most of that: client contracts, payment, marketing, lead contacts. You simply have to show up and do your doula work. Also, if you like working with a team and you love having built-in backup and support, you might also want to work with an agency.”

“If you are someone who is very independent and enjoys being involved in the business side of doula work, then working for an agency might not be for you,” Hewitt continues. “You may be happier running your own business and being the sole decision-maker.”

An agency model works well for doulas who don’t want to run a business, prefer knowing they’ll have consistent work, and value built-in backup and community. It’s also a good starting point for new doulas who want to gain experience before going solo.

The trade-off is income. You’ll earn less per client than you would on your own, and you’ll have less control over which clients you work with and what services you offer.

How to Choose

The right model depends on where you are in your life and career. Ask yourself:

How much do I enjoy (or dread) the business side of things? If marketing and bookkeeping make you want to hide under a blanket, an agency might be a good starting point.

How predictable does my schedule need to be? If you have young children, a demanding partner schedule, or another job, partnership or agency models offer more predictability than solo practice.

How important is it to maximize my income? Solo practice and partnership generally offer higher per-client earnings than agency work, but they also require more effort to find clients.

Am I doing this as a full-time career or a meaningful side endeavor? Both are valid. Part-time doulas often thrive in partnerships or agencies where they can limit their on-call hours.

How much support and community do I need? Some doulas love the independence of solo work. Others feel isolated without regular connection to colleagues.

There’s no wrong answer here. You might start in one model and shift to another as your life changes. A doula with small children might work for an agency now and transition to solo practice in five years. A longtime solo doula might move into partnership when she realizes she’s missing too many family events.

The beautiful thing about being a doula is that there isn’t only one way to do it.

Ready to get trained so you can choose the model that fits your life? Learn about DONA-approved birth doula training →