Setting your rates as a new doula: money mindset blocks and charging your worth

One of the biggest challenges new doulas face is setting their rates.  Many struggle with limiting money mindset, feeling guilty about changing for their services, or fearing client objections when discussing pricing.  However, setting sustainable rates is crucial-not just for your livelihood but for the longevity of your career and the quality of support you provide to families.

​If you are wondering how to charge what you are worth without feeling uncomfortable, this blog will help you shift your mindset, understand sustainable pricing, and develop a formula for setting rates with confidence.

Shifting your money mindset

Many doulas enter birth work with a passion for helping families, but passion alone doesn't pay the light bill.  To build a sustainable business, you need to charge fair rates that allow you to continue providing high-quality care.

• Common money mindset struggles doulas face:
• Feeling guilty about charging for a service that feels like a calling.
• Believing families can't afford doula care and setting rates too low.
• Avoiding conversations about money out of discomfort.
• Comparing pricing to other doulas and undercharging to remain "affordable".

​To overcome these fears, remind yourself:

• Your work is valuable.  Families are paying for your knowledge, emotional and physical support, and expertise.
• Sustainable pricing benefits everyone.  Charging fair rates prevents burnout and allows you to be fully present with your clients.
• Families invest in what they value.  If they prioritize doula care, they will find a way to afford it.
• ​You deserve to make a living.  Like any professional, you should be compensated fairly for your time, experience, and dedication.

Understanding wages

Doulas often struggle with pricing because they view their rates through the lens of affordability rather than sustainability.  Instead, consider:

• What is the minimum wage in your area? I don't recommend working for less than minimum wage.
• Subsistence wage: A rate that is the minimum amount needed to cover your basic personal and household expenses (rent, food, transportation, etc)
• Living wage: A wage that allows you to thrive, save for the future, invest in your business, and avoid burnout.

Ask yourself:

• How many birth or postpartum clients can I realistically take per month without exhaustion that fits into your life?
• What do I need to earn monthly to meet my personal and business expenses?
• Am I pricing myself in a way that allows me to continue doing this work long-term?

The benefits of charging fair rates

Charging appropriately for your doula work benefits not only you but also your clients and the birth community.  Here's how:

• Allows for high-quality care:  You can give each client the time and energy they deserve.
• Prevents burnout:  You won't have to overbook yourself to make ends meet.
• Elevates the profession:  When most doulas charge fairly, the industry is taken more seriously.
• Empowers families:  Paying for doula support increases their investment in the experience.

BUT, I'm new! I know, your work has value.

I know it’s tempting to offer free birth support when you're just starting out, but doing so can actually hurt both you and the families you serve. Birth work is physically, emotionally, and mentally demanding—it's not "just being there." When you give your time and energy away for free, it can lead to burnout, undervalue your role, and set unrealistic expectations for future clients. Your knowledge, presence, and support are worth something!
Instead of free births, consider offering a discounted rate while gaining experience. This way, you honor your time, build confidence in charging for your services, and reinforce the truth that doulas deserve to be paid for their work.

Here's when I recommend for when to increase your rates if you start very low (below minimum wage or at minimum wage):

• 1 birth
• 5 births
• 10 births
• 20 births
• ​50 births

Overcoming price objections

Even when you're confident in your pricing, potential clients may hesitate.  Here are ways to handle common objections.

"That's too expensive"

• Help them see the value:  "Having a doula reduces interventions, increases satisfaction, and provides continuous support when hospital staff changes shifts"
• Compare the cost:  "Many families spend more on a wedding dress or a stroller than on birth support.  This is an investment in a life-changing experience."
• Consider offering payment plans:  "I offer flexible payment plans to make doula support accessible." It's best to have any payments plans paid in full by the time of the birth.

"Another doula charges less."

• Highlight your unique offerings: "Every doula has a different approach, experience level, and services. I bring [your unique skill/experience] to my clients"
• Stand firm on value:  "Rather than focusing on the cheapest option, I encourage families to choose the doula they feel most comfortable with."

Creating a pricing formula for new doulas

If you're unsure how to price your services, use this formula to find a sustainable rate. On average a birth doula client will take 40 hours.  There are many ways to set pricing and this is one option to consider.

First look at how much money you want/need to earn in a year from your doula work.  
Example:  $30,000 a year 

Then decide how many clients you are comfortable taking in a month.

Example: 3 clients a month

​hours worked a month x  clients a month = total working hours per month

So, if you estimate an average of 40 hours per birth, and have a goal of 3 clients a month, that would be working 120 hours a month. Then get your total working hours per year.

In our example that would be 120 hours per month x 12 months in a year = 1,440 hours per year.

Then estimate how much money you will spend on business expenses.
Example:
$200 per birth for childcare
$100 per birth for various expenses per birth
$25 in travel expenses a birth
$25 a birth for marketing

So you are spending $350 per birth x 36 births a year = $12,600 a year in expenses.

$30,000 + $12,600 =$42,600.00 The total earnings you want/need a year.

Now take total earnings you want/need in a year and divide it by the total hours worked in a year.

Continuing our example here:

$42,600 divided by $1,440 = $29.50 amount you need to charge per hour.

Birth doulas would take the amount needed to charge per hour x 40 hours a birth to come up with the total needed to charge per birth.

 Continuing with our example:  $29.50 x 40 =$1,180.00 per birth.

Our example is actually fairly low for most areas. You should also take into account your level of experience, the average price in your area, and the level of support you offer. Those may adjust this total.

Final thoughts:  Confidence in Your Rates

Setting your rates is about more than just numbers-it's about honoring your worth, creating sustainability, and showing up fully for your clients.  You are not just charging for your time, but for your expertise, emotional labor, and the invaluable role you play in birth and postpartum support.

• Charge what allows you to thrive, not just survive.
• Remember that pricing yourself too low undervalues the profession as a whole.
• Educate clients on the benefits of your doula care so they understand the value.

With the right mindset and a structured approach, you can confidently set rates that reflect your worth and sustain you in this important, heart felt work.