The Hidden Struggle of Building a Doula Agency: Finding and Training Doulas

getting doulas trained and working is hard work but very rewarding for all involved.

When people think about running a doula agency, they often imagine a steady stream of passionate birth workers, a full client calendar, and a growing community of families served with care. What’s less visible—and far less talked about—are the real challenges behind the scenes. As a doula agency owner, one of my biggest and most persistent struggles has been twofold: finding doulas who want to work within an agency model, and finding people who are willing to invest in training to become certified doulas in the first place.

These challenges don’t come from a lack of respect for doulas or a lack of need. In fact, demand for doula care is higher than ever. The issue lies in how the profession is structured, perceived, and supported.

Struggle #1: Finding Doulas Who Want to Work for an Agency

Many doulas enter this field with a strong desire for autonomy. The idea of being self-employed, setting their own schedule, choosing their own clients, and building a personal brand is incredibly appealing—and understandably so. Doula work is deeply personal, emotionally taxing, and physically demanding. For many, independence feels like the only way to protect their energy and values.

Because of this, the word “agency” can sometimes be met with hesitation or even resistance. There’s a common fear that working for an agency means:

• Losing control over scheduling

• Being paid less than independent rates

• Being treated like a number instead of a professional

• Having values compromised for volume or profit

While some agencies unfortunately reinforce these fears, many—like mine—exist to do the opposite: to support, protect, and sustain doulas so they can do this work long-term.

The reality is that agency work isn’t for everyone. But for the doulas who do thrive in an agency setting, the benefits can be significant: consistent client referrals, administrative support, backup coverage, mentorship, and a sense of community in a profession that can otherwise feel isolating.

Still, convincing doulas to see agency work as a viable, ethical, and empowering option remains an uphill battle.

Struggle #2: Getting People to Commit to Doula Training

Equally challenging is finding people who want to take the first step and train to become doulas.

On the outside, doula work looks meaningful and rewarding—and it is. But once potential students begin to understand what certification actually requires, many hesitate or walk away.

Common barriers include:

• Cost of training and certification

• Time commitment (especially for parents, caregivers, or those working full-time)

• Uncertainty about income potential

• Fear of the emotional intensity of the work

• Lack of confidence or imposter syndrome

As an agency owner who also offers trainings, this creates a difficult paradox: families desperately need doulas, but fewer people are willing or able to step into the role. While I believe all of these barriers to be true, I know they don't have to be. I am a certified #prodoula trainer and I can say with confidence that their training is the most cost and time effective while allowing prospective doulas the ability to make unlimited income. The fear of emotional intensity or lack of confidence with imposter syndrome? #prodoulas got you there too- they literally provide topics on EVERYTHING within this industry making any doula feel so supported and held, that they can then do the same for their clients.

The Emotional Toll of These Gaps

What makes these struggles particularly hard is that they exist alongside constant client demand. I regularly hear from families who want support but can’t be matched quickly enough. Turning families away—or putting them on a waitlist—goes against everything that drew me to this work.

It’s frustrating to know the need is there, the passion is there, and the vision is clear—yet the workforce simply isn’t keeping pace.

There’s also an emotional toll in recruiting. Outreach emails go unanswered. Trainings don’t fill. Applications start strong and then stall. As an owner, it’s easy to internalize this and wonder: Am I doing something wrong? Am I asking too much? Is this model sustainable?

Why I Keep Going Anyway

Despite these challenges, I continue building my agency and offering trainings because I truly believe in this work—and in the people who are meant to do it.

I believe doulas deserve:

• Fair, transparent pay

• Ongoing education and mentorship

• Backup and community support

• A pathway into the profession that feels realistic, not overwhelming

I believe agencies can be a force for good when they prioritize ethics, sustainability, and doula well-being—not just growth.

And I believe that with the right support, more people can step into doula work without burning out or going broke.

A Call for More Honest Conversations

If we want doula care to be accessible, diverse, and sustainable, we need to talk more openly about these challenges. We need to stop romanticizing the work while ignoring the structural barriers. We need to support new doulas and experienced ones in ways that make long-term practice possible.

This post isn’t a complaint—it’s an invitation. An invitation to rethink how we recruit, train, and retain doulas. An invitation to potential doulas who are on the fence. And an invitation to other agency owners to speak honestly about what it really takes to keep this work going.

Because the families need us—but doulas need support, too.

Ready to Take the Next Step?

For experienced or newly certified doulas:

If you’re a doula who wants to focus on care—not constant marketing, contracts, and logistics—I invite you to consider working with my agency. We prioritize collaboration, transparency, fair compensation, and real backup. You don’t have to do this work alone.

Apply to work with the agency: [Join Us | North Jersey Doulas]

For aspiring doulas:

If you’ve felt called to birth or postpartum work but weren’t sure how to begin, my trainings are designed to prepare you honestly and thoroughly—without sugarcoating the realities or leaving you unsupported. I believe in clear education, realistic expectations, and mentorship that continues beyond certification.

Learn more about doula training & certification: [Postpartum Doula Trainings - Doula Training and Certification]

Whether you’re taking your first step or looking for a more sustainable way to practice, there is room for you here—and there is so much need for the work you may be called to do.

Sharing This Message

If this post resonated with you, I invite you to share it. These conversations matter, and the more openly we talk about the realities of doula work, the stronger and more sustainable our community becomes.

#DoulaLife #DoulaAgency #BirthWorker #PostpartumDoula #DoulaSupport #BirthWorkCommunity #DoulaTraining #BecomeADoula #CertifiedDoula #BirthProfessionals #MaternalHealth #SupportBirthWorkers#northjerseydoulas