Why so many brilliant birthworkers struggle to call themselves business owners — and why making that shift changes everything.

If you've ever introduced yourself by saying "I do a bit of doula work" or "I run a few classes" — this episode is for you.

In Ep 82 of the Pregnancy and Postnatal Entrepreneurs Collective podcast, Niamh Cassidy explores one of the most important and most overlooked conversations in the birthwork business world: the identity shift from birthworker who charges to business owner who does meaningful work.

This isn't about becoming a different person or losing the values that brought you into birthwork. It's about understanding why how you see yourself changes everything about how your business behaves — your pricing, your boundaries, your visibility, your income, and ultimately how long you stay in this profession.

In this episode Niamh covers:

— Why so many qualified, capable birthworkers feel uncomfortable calling themselves business owners — and where that discomfort actually comes from — The three things most of us have absorbed that make this identity hard to claim: our training, our money stories, and the word "entrepreneur" itself — The small moment in a mentoring session that shifted everything for Niamh — and what changed after it — Why being a good business owner is not in conflict with being a good birthworker — it's what allows you to keep being one — The four things Niamh consistently sees in birthworkers who have made this shift: how they talk about their work, how they price, how they protect their time, and how they invest in their growth — Why the statistic that the average working life of a doula is just two years is not inevitable — and what actually changes it — One small, practical thing to do this week that costs nothing and starts the shift immediately

Key quote from this episode:

"Your ability to earn well from this work is what keeps you available to the families who need you."

This episode follows on from Ep 81 — Why Birthworkers Quit (And What Actually Keeps Them Going) — and is the second in a series Niamh is running on what actually makes a birthwork business work. If you haven't listened to Ep 81 yet, start there first.

Who this episode is for:

This episode will resonate if you are a doula, IBCLC, lactation consultant, antenatal educator, hypnobirthing instructor, postnatal doula or any other birth or postpartum professional who:

— Finds it hard to talk about your business confidently — Undercharges or over-delivers because charging properly feels wrong — Treats your business time as the last priority — Struggles to invest in business support even though you'd happily invest in clinical training — Has ever wondered if running a business is really "for someone like you"

Want to find out what Birth Biz Stage you're at and the right next steps for you to take based on your stage? Then take The Birth Biz Quiz now!

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The business side of birthwork is harder than it should be — and it's not your fault. Here's why, and what actually helps.

Something I hear all the time from birthworkers is that the business side of things feels so much harder than it should. And I feel that — because I've lived it.

In this episode I'm having an honest conversation about why so many passionate, qualified birthworkers end up quitting the profession — not because they stop caring, but because the business side grinds them down. Including the story that really lit a fire in me recently: a client told me she's the only one still practicing out of the 18 people she trained with. Every single one of the others quit because they couldn't get the business off the ground.

That's not a talent problem. That's a support and direction problem. And it's one we can fix.

In this episode I cover:

— Why your training prepared you brilliantly for the work — but not for running a business — The four reasons generic business advice doesn't fit birthwork (ethics, emotional labour, on-call reality, community dynamic) — Why not wanting to follow pushy advice isn't weakness — it's integrity — The three things that actually move a birthwork business forward: clarity over volume, consistency over perfection, and the support that changes everything — Why doing more is rarely the answer — and what is

This is the first in a series of episodes I'm doing on this topic over the coming weeks, so if it resonates, make sure you're following or subscribed so you don't miss what's coming.

Links mentioned:

🌸 The Birth Biz Quiz — find out what stage your business is in and get your next best steps: yourbirthbiz.com/quiz

📱 Come say hi on Instagram: @yourbirthbiz

Want to find out what Birth Biz Stage you're at and the right next steps for you to take based on your stage? Then take The Birth Biz Quiz now!

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This is a republished episode from November 2023 - and there’s a reason it’s back.

It was the most popular guest episode I’ve ever shared on the podcast, and listening back, it’s easy to see why.

In this conversation with Annie Frisbie (IBCLC, private practice owner and educator), we dive into what it really takes to build a sustainable birth work business, one that supports your clients and your life.

Because here’s the reality…

So many birth workers are incredible at the work itself but struggle to make the business work in a way that feels manageable, profitable, and aligned with family life.

This episode is about changing that.

We talk about moving out of the “helper” mindset, setting boundaries without guilt, and creating systems that actually give you your time back so your business doesn’t end up feeling like an exhausting, expensive hobby.

If you want a business that allows you to show up fully for your clients without burning yourself out, this episode is essential listening.

What You’ll Learn in This Episode

• Why coming from a volunteer or caregiving background can make business feel harder than it needs to be
• The mindset shift from “helping” to running a professional, sustainable service
• How to set clear boundaries (without feeling like you’re letting clients down)
• Why being constantly available can actually increase client anxiety, not reduce it
• The real cost of undercharging — especially when it comes to your time, family and energy
• How simple systems (booking links, templates, automations) can completely change your workload
• Why your business needs to pay you consistently, not just “what’s left over”
• The importance of building a business that supports your life — not one that takes over it

🔗 Links & Resources

• Annie Frisbie’s website: https://paperlesslactation.com

Want to find out what Birth Biz Stage you're at and the right next steps for you to take based on your stage? Then take The Birth Biz Quiz now!

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If marketing your birth work business feels overwhelming, confusing, or like something you should be doing but don’t actually enjoy… this episode is going to be a bit of a reset.

In this conversation, I’m joined by Charlie Cleary, a marketing simplification strategist who helps women build businesses that actually work for their lives — not ones that leave them burnt out or glued to the algorithm.

We talk about what’s really going on when marketing feels hard, why so many women struggle with pricing and visibility, and how to create a marketing approach that feels aligned, sustainable and actually works.

Because the truth is — it’s not that you’re bad at marketing. It’s that you’ve probably been trying to do too much, in ways that don’t suit you.

In this episode, we cover:

• Why marketing feels so overwhelming (especially for birth workers)
• The problem with “should-based” business advice
• Why doing less can actually grow your business faster
• The link between pricing, confidence and visibility
• How your mindset impacts your marketing (more than any strategy)
• Why women often undercharge — and how to start shifting that
• The importance of putting more money into the hands of women
• How to choose marketing strategies that suit your energy and lifestyle
• What to do if you hate social media (yes, really)
• How to repurpose your content instead of constantly creating more
• Why storytelling is one of the most powerful marketing tools you have

Key Takeaway:

You don’t need to be on every platform.
You don’t need a complicated strategy.
And you definitely don’t need to burn yourself out trying to grow your business.

You need a way of marketing that feels good, fits your life, and allows you to show up consistently — as yourself.

A Few Lines That Might Stick With You:

• “You’re not bad at marketing — you’re just doing too much.”
• “The safest job you can have is one you’re in control of.”
• “If you don’t feel confident in your prices, you won’t sell them.”
• “Tell your story — it can never be wrong.”

Connect with Charlie:

https://www.linkedin.com/in/charlie-clarey-marketing-consultant/

https://www.instagram.com/charlieclareyconsulting/

Want to find out what Birth Biz Stage you're at and the right next steps for you to take based on your stage? Then take The Birth Biz Quiz now!

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If you spend any time on business Instagram or TikTok right now, you’ve probably seen a flood of posts about what works in business in 2026.

Stop posting educational content.
Use custom AI tools for everything.
Say something controversial to grow faster.

But much of this advice is coming from people who are selling to coaches, creators, and influencers not people working in healthcare-adjacent professions like birth work.

In this episode, Niamh Cassidy (IBCLC, antenatal educator and business coach for birth workers) unpacks three pieces of popular business advice currently circulating online and explains why birth workers should think twice before following it.

Because strategies that grow quickly online can sometimes damage credibility and trust, and in birth work, trust is everything.

Niamh discusses:

• Why the advice to “stop posting educational content” doesn’t make sense for birth workers
• How educational posts build trust, authority and credibility with expectant and new parents
• Why parents actively search for evidence-based information about birth, breastfeeding and newborn care
• The growing trend of custom AI tools and AI-generated advice in business
• Why relying on someone else’s AI tool can dilute your voice and professional judgement
• Practical ways birth workers can use AI as a tool without outsourcing their expertise
• The rise of controversial or polarising content designed purely to drive engagement
• Why “hot takes” and debate-driven content can undermine credibility in a trust-based profession
• How viral reach is not the same as attracting aligned clients
• Why sustainable growth for birth workers comes from consistency, clarity and trust

Instead of chasing online trends designed for influencers, Niamh shares three principles that support sustainable, ethical business growth in birth work:

1. Trust grows birth businesses

Families choose birth professionals they feel safe with. Clear, grounded, evidence-aware communication builds that trust.

2. Consistency matters more than going viral

Showing up regularly with useful information is far more effective than chasing occasional viral posts.

3. Strategy should match your stage of business

The advice that works for someone with a fully booked practice may not be right for someone just starting out.

Want to find out what Birth Biz Stage you're at and the right next steps for you to take based on your stage? Then take The Birth Biz Quiz now!

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Over the past while I’ve been hearing the same thing from birth workers again and again:

“Things feel quieter.”

Fewer enquiries.
Fewer bookings.
Calendars that suddenly feel lighter than they did a few months ago.

Doulas, lactation consultants, antenatal educators and other birth professionals have been reaching out asking if I’m seeing the same thing.

And the honest answer is… yes. I’ve noticed it too. Normally when business slows down, we reach for the obvious explanation: the economy, the cost-of-living crisis, families having less disposable income. Those things may well play a part.

But in this episode I explore another possibility that I think many of us are experiencing but not always naming out loud.

Right now we are living and working through a moment of collective emotional heaviness. We are witnessing war, humanitarian crises and rising violence against immigrants, women and LGBTQ+ people in real time through our phones and social media feeds.

For empathetic, care-centred professionals like birth workers, that emotional weight doesn’t just stay in the background. It can affect our energy, motivation and creativity. And when our energy shifts, it naturally changes how we show up in our businesses.

In this episode that I just had to make I talk about the possible connection between global events, emotional burnout and quieter bookings, and why this may be affecting birth workers across the world right now. Most importantly, we talk about the importance of community, solidarity and supporting each other through times like this.

Because birth work has always been rooted in community. And in difficult moments, community matters more than ever.

In This Episode We Explore

• Why many birth workers are noticing slower bookings right now
• The natural ups and downs of running a birth work business
• Why the economy might not be the only explanation
• How global events and collective trauma can affect our energy and visibility
• The emotional impact of constantly witnessing suffering in the world
• Why empathetic care professionals often carry this weight deeply
• Reflections around International Women’s Day and women’s rights globally
• Why community and connection with other birth workers is so important right now
• Ways we can support one another while continuing to support the families who need us

A Reminder for Birth Workers

If your business feels quieter right now, or your energy has been lower than usual, you are not alone. Most of us are navigating the emotional weight of the world while continuing to care for families in our communities right now.

This episode is an invitation to reflect, to reconnect with the bigger picture of the work we do, and to remember that none of us are meant to do this work in isolation.

Community, solidarity and mutual support have always been at the heart of birth work and they are just as essential for sustaining our businesses as they are for supporting the families we serve.

If this episode resonated with you, I’d genuinely love to hear your thoughts.

You can connect with me on Instagram or learn more about my work supporting doulas, lactation consultants and antenatal educators to grow sustainable businesses through Your Birth Biz.

And if you know another birth w

Want to find out what Birth Biz Stage you're at and the right next steps for you to take based on your stage? Then take The Birth Biz Quiz now!

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If your income goes up and down each month and you’ve ever felt stressed, guilty, or unsure about your money this episode is going to hit you right in the feels.

I’m joined by financial coaches and business partners Shana and Vanessa (aka the Budget Besties), who help women create simple, realistic budgeting systems that actually work in real life... not the restrictive, spreadsheet-heavy versions most of us have been taught to dread. Together we unpack how to manage money confidently even when your income isn’t predictable, and why budgeting doesn’t have to mean cutting out everything you enjoy.

We chat about:

• why so many women avoid looking at their finances (and how to change that)
• the simple budget structure anyone can set up in under an hour
• how to pay yourself consistently from a business with fluctuating income
• separating business and personal finances in a way that actually makes sense
• why “not tracking every transaction” might be the system that finally works for you
• how to remove guilt around spending money on yourself
• the mindset shift that helps you feel like a real business owner, not just someone with a hobby that sometimes pays

This conversation is especially helpful for birth workers, freelancers, and anyone self-employed whose income changes from month to month. If you’ve ever worried about slow seasons, irregular payments, or feeling like money disappears as soon as it arrives, you’ll walk away with practical strategies you can implement straight away.

Resources & Links

• Listen to Shana & Vanessa’s podcast: Financial Coaching for Women
• Learn more about their budgeting system: budgetbesties.com/niamh

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Take a screenshot, share it on Instagram, and tag me so I can hear your biggest takeaway. Your messages genuinely make my day and help more people find the show.

Want to find out what Birth Biz Stage you're at and the right next steps for you to take based on your stage? Then take The Birth Biz Quiz now!

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Do we really all have the same 24 hours? Discover how time, capacity, and life seasons affect business growth — especially for busy birth workers and parents.

Do we really all have the same 24 hours in a day? Technically yes. But in real life — with caring responsibilities, client work, family life, emotional labour, and everything else on your plate — time does not feel equal. In this honest and grounding episode, Niamh unpacks the myth behind the popular phrase and shares a more realistic, compassionate way to think about productivity, growth, and success as a birth worker or service-based business owner.

This conversation explores why comparing your pace to someone else’s rarely tells the full story, how your current life season impacts your business capacity, and why slower growth doesn’t mean you’re failing — it often means you’re building sustainably.

You’ll also hear a powerful reframe: instead of chasing perfect balance, think of your life and work like a pendulum that naturally swings depending on what needs you most. And if you’ve ever felt like your business demands constant attention, Niamh shares a reassuring analogy that will change how you view your growth journey.

In this episode, we cover:

• Why “we all have the same 24 hours” is misleading advice
• The difference between time equality and capacity equality
• How caring roles impact business growth (and why that’s normal)
• Why balance isn’t the goal — and what to aim for instead
• The pendulum approach to managing work and life seasons
• How to recognise what stage your business is in right now
• Why effort still matters — even when life is full
• A healthier way to measure progress without burnout or comparison

Key Takeaway

You don’t need more strategies. You need clarity about your real capacity and permission to grow at a pace that fits your life.

Continue the conversation:
Come join us in the free community and share — what season are you in right now, and where is your pendulum today?

Want to find out what Birth Biz Stage you're at and the right next steps for you to take based on your stage? Then take The Birth Biz Quiz now!

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