How the Doula Industry is Evolving in 2025

You became a doula because you love supporting families—but lately, things feel different. The industry is shifting, and it’s hard to keep up with all the changes. You might be wondering: How will these changes affect my business? Do I need to pivot? What opportunities are out there?

You’re not alone. 2025 is bringing big shifts to doula work—some exciting, some challenging. But if you stay ahead of the trends, you can position yourself for more opportunities, more clients, and more impact.

Here’s what’s changing (and how you can adapt):

1. Certification Standards Are Changing

The challenge: Doula certification is becoming more structured and regulated, with new training requirements emerging across different organizations and even insurance providers. Some doulas are struggling to navigate these changes, unsure if they need new credentials to stay competitive.

The opportunity: More standardization means more credibility. If you’re certified (or working toward certification), these changes can work in your favor. Programs like DONA International and state-approved Medicaid reimbursement programs are making it easier for doulas to gain professional recognition and financial stability.

What to do: Research certification updates, ensure your credentials align with emerging standards, and consider specializing in an area that sets you apart.

2. Virtual Doula Support Is on the Rise

The challenge: More families are seeking online support, and traditional in-person doulas may worry about how to adapt.

The opportunity: Virtual and hybrid doula services are growing, allowing birth professionals to serve clients beyond their local area. Platforms like The Booked Out Doula show that offering virtual prenatal coaching, postpartum check-ins, and birth prep classes can expand your client base and income.

What to do: Consider adding virtual services to your offerings—this could be through Zoom consultations, a private membership, or even pre-recorded birth education.

3. More Insurance & Medicaid Coverage for Doulas

The challenge: Many doulas want to serve more families but struggle to make their services accessible due to financial barriers.

The opportunity: More states are expanding Medicaid reimbursement for doula services. For example, Illinois recently added doula and lactation consultant services under Medicaid (My Journal Courier). This shift allows doulas to reach a broader audience while securing consistent income.

What to do: Research Medicaid programs in your state and explore private insurance partnerships. Becoming an approved provider could open new doors for your business.

4. Specialization Is the Key to Growth

The challenge: With more doulas entering the field, it’s becoming harder to stand out.

The opportunity: Clients are looking for personalized support. Specializing in areas like postpartum mental health, high-risk pregnancy, bereavement support, or LGBTQ+ affirming birth work can set you apart.

What to do: Identify a niche that aligns with your passion and expertise. Update your marketing and services to reflect this specialization so the right clients find you.

5. More Collaboration Between Doulas & Healthcare Providers

The challenge: Some doulas feel disconnected from medical providers, leading to tension or a lack of referrals.

The opportunity: More hospitals and birth centers are embracing doulas as valuable members of the birth team. This means greater access to clients and professional recognition. States like Delaware have even updated insurance laws to require doula coverage in maternal care (Reuters).

What to do: Start building relationships with midwives, OBs, and birth centers in your area. The more you collaborate, the more referrals you’ll receive.

What This Means for You

The doula industry is shifting, but with change comes opportunity. By staying informed and adapting to these trends, you can position yourself for success, attract more clients, and build a sustainable business.

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