Why Charging What Everyone Else Charges Is Bad Advice

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I often hear new doulas ask, “What should I charge?” And like many mentors, I’ve said, “Look at what others in your area are charging.” That’s not wrong advice, it’s just incomplete. I always teach this in context. Knowing what’s common can help you understand the landscape, but it should never be the foundation of your pricing. When you base your rates solely on what others charge, you risk building your practice on someone else’s reality instead of your own.

No Two Birthworkers Live the Same Life

Your scope may stay the same, but your capacity, energy, and circumstances do not. You have your own rhythms, responsibilities, and goals. Maybe you work fewer clients to prioritize your family or take longer postpartum stays for deeper care. When you mirror someone else’s pricing, you’re unknowingly mirroring their lifestyle, not their success. And if your life looks different, that number will never fit for long.

What Looks Fair on Paper Isn’t Always Sustainable

Many birthworkers start by wanting to be affordable, and that intention comes from love. But when your rates don’t reflect the full cost of your time, travel, preparation, and emotional labor, the work starts draining more than it gives. That’s how burnout begins, quietly, behind good intentions. Affordability and sustainability can coexist, but one cannot exist without the other.

The Hidden Costs You’re Overlooking

Behind every client are hours you rarely account for:

• Texting and emotional check-ins

• Scheduling and travel

• Preparation and documentation

• Follow-up care and community referrals

If you don’t include these in your pricing, your real hourly rate may drop to a level that no longer sustains you or your family. This isn’t about charging more for the sake of it. It’s about recognizing what your care actually costs and choosing to honor that truth.

You Deserve Clarity, Not Comparison

Pricing from comparison keeps you guessing. Pricing from clarity helps you rest. When you understand your real costs, you can set rates that reflect balance, confidence, and care. That kind of clarity creates sustainability, not scarcity.

A Better Way Forward

The right price is the one that allows you to serve fully and live freely. Here’s how to find it:

1. Know Your Numbers

Write down the real cost of your work, such as gas, childcare, continuing education, supplies, and even the time you spend preparing and recovering from births. Add what you want to contribute to savings or family goals. This isn’t a budget; it’s a reality check.

2. Define Your Boundaries Before Your Price

Ask yourself what balance looks like. How many clients can you serve well without sacrificing your well-being? That number determines how your pricing should look, not what’s trending in your area.

3. Create a Pricing Formula That Centers You

A simple starting point: Monthly income goal ÷ number of clients you can reasonably serve = your base rate. Adjust for experience, demand, and location, but let this serve as your anchor.

4. Offer Care, Not Discounts

When a family says your rate is out of reach, your first response doesn’t have to be a discount. The reason is that discounts often lead to overwork and undercompensation, which is the very opposite of sustainability.

Instead, think in terms of tiers of service, not tiers of value. Every family deserves support, but that doesn’t mean every client requires your full on-call care.

You can create alternative options that still serve while protecting your energy and income, such as:

• A single consultation or prenatal planning session

• A postpartum recovery visit or in-home debrief

• A group class or mini-course that shares your knowledge at scale

  
  

These tiered offerings make your care more accessible without reducing your worth. They allow you to stay in integrity and meet families where they are financially, while staying aligned with your needs as a professional.

The goal isn’t to say yes to everyone. It’s to say yes in a way that keeps you well enough to keep serving.

5. Communicate Your Value Clearly

When you explain what’s included in your care, such as prenatal visits, birth support, postpartum check-ins, etc., you’re not justifying your price.

You’re helping families see the peace of mind they’re investing in. Use your consultations as a space to connect, not to defend.

I go in depth on pricing services and creating tiers in the eBook, From Training to Clients.

Final Reflection

You’re not only selling time or sessions; you’re offering presence, preparation, and guidance. The more you simplify, the more your value shines through. The more excess you remove, the more clarity comes for you and for the families you serve.

If you’re ready to gain clarity and build confidence in yourself as a new doula, the From Training to Clients eBook walks you through your real costs so you can set rates that honor both your care and your compensation.

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Written by Kendra of Heart-Centered Birthwork™

Each reflection is a note from my own experience. I share these lessons to help doulas and birthworkers create sustainable practices that honor both families and themselves.

Explore more tools and reflections at Heart-Centered Birthwork™