Postpartum Support Is Not Designed for Rich People, Actually.

When I tell people I'm a postpartum doula, I get asked the same question: "Who can actually afford that? Are they rich?"

My answer surprises them.

My clients aren't millionaires. They're people just like me. They live in homes with old kitchens waiting for renovations and dining tables bought on Facebook Marketplace. They're middle-income Australian families who've reached a realisation: they don’t want to do this alone, and investing in postpartum support is an investment in their entire family's future health.

The millionaire's village is already built

No, postpartum doula support isn’t actually designed with the wealthiest people in mind. Because before the wealthy even have a baby, they've already got a village, a good portion of which they've paid for.

They already have a cleaner coming regularly. Personal assistants managing their schedules. The flexibility to not work full-time or have to stick to rigid 9-to-5 hours. Nannies, drivers, in-home gyms and trainers. Someone else doing the laundry, dry-cleaning, and car washing. Access to night nannies, on-call nurses, and private midwives.

Their support system is already built, layered, and functioning before they ever bring a newborn home.

Do I still think they should hire a postpartum doula? Absolutely. The role fulfils a unique need that money alone can't replicate. I understand what mothers are going through emotionally and hormonally. I can meet you exactly where you are. And I focus on the mother's wellbeing, not just the baby's. That's irreplaceable.

But the need isn't as urgent when you already have five other paid professionals managing different pieces of your life.

What I actually do

As a postpartum doula, I'm a jack of all postpartum trades. I clean. I massage. I listen. I guide. I offer breastfeeding education and baby care support. I make sure you eat. I hold space for your emotions. I help you navigate the overwhelming fourth trimester.

When you think about it, the top 1% have many of these roles already covered by their existing team. They've purchased a village before they ever needed one.

But for the average Australian family? That village isn't automatic. It needs to be intentionally built. And that's where I come in.

Who I actually work with

After three years as a postpartum doula in Brisbane and the Redlands, I can tell you exactly who benefits most from this support: middle-income Australian households who've realised the village is no longer built-in and that postpartum deserves to be invested in.

More and more first-time mums are hearing about postpartum doulas during pregnancy. They're planning ahead, recognising that the old model of extended family living nearby and being available isn't their reality.

Unfortunately, many mums don't realise the need for extra support until they're already drowning. They soldier on, reaching depletion or burnout. When they have their second baby, they decide they won't do it like that again. They've learned the hard way that trying to be superhuman comes at a cost.

"But I can't afford it"

I hear this all the time. And I get it. When you're preparing for a baby, the expenses feel endless.

Here's what I've noticed, though: when people decide to have a baby, they don't question spending money on a pram, cot, nappy bag, and clothing. Many new families also take the out-of-pocket private healthcare fees in their stride. They budget for some things without hesitation. But support services that centre the mother? Those seem so much harder to justify.

Thankfully, the tide is turning. People are starting to realise that postpartum support is a necessity, and they’re finding ways to make it happen, like asking loved ones to contribute money towards postpartum doula support through a baby shower registry. You'll use those postpartum hours far more than you'll use that third baby blanket or decorative wall art for the nursery.

Most postpartum doulas offer payment plans. I encourage my clients to set up their plan as early in pregnancy as possible. That way, by the time baby arrives, their package is completely paid off. They can focus entirely on recovery and bonding, not on outstanding invoices during their fourth trimester.

It comes down to values and priorities. What do you want your postpartum period to feel like? What's worth investing in for your family's wellbeing?

Building your village

Part of my role is helping families maximise every bit of support available to them.

I look at each client's unique circumstances and work to build their village. Sometimes that means mobilising friends and family who want to help but don't know how. Sometimes it means teaching partners and grandparents what truly supportive postpartum care looks like. And sometimes it means connecting families to resources they had no idea existed.

There are so many untapped, free or affordable support services right here in our community, like:

• The Australian Breastfeeding Association Helpline is completely free and staffed by trained volunteers

• PANDA (Perinatal Anxiety & Depression Australia) offers a free helpline for mental health support

• Brisbane City Council runs free Mums and Bubs fitness classes across multiple locations

• The Meals for Mums programme through White Cloud Foundation provides free, nutritious meals for families at risk of postnatal depression or anxiety

These resources exist, but many families don't know about them until someone points them out. I help you access the support that's already there, waiting for you.

What proper support actually does

One mum I worked with had already tried hiring postpartum support once before, but it hadn't worked out due to some frustrating circumstances. She'd almost given up on the idea entirely when she came across my services.

She was hesitant. She felt like she'd already wasted money on support that didn't deliver. But she took a chance.

She later told me she felt so deeply supported by my care. That it was such a relief, and everything she'd hoped for. She felt rested and nourished, two things that feel impossible in those early weeks. She's still my client now, two years later, using my Mothers Helper service for families with older children.

That's what proper postpartum support can do. It doesn't just get you through the newborn phase. It sets you up for sustainable, healthier parenting for years to come.

You don't need to be rich

Postpartum doula support isn't a luxury service designed for the wealthy elite. It's practical, necessary care for everyday families who recognise that the modern parenting landscape has changed.

The village isn't automatic anymore. Extended family often lives interstate or overseas. Friends have their own busy lives. Grandparents are still working full-time. Partners are back at work after two weeks. The old community systems have crumbled, but the need for support hasn't disappeared. If anything, it's greater than ever.

You don't need a mansion or a trust fund to deserve support during one of the most vulnerable periods of your life. You just need to recognise that investing in your postpartum wellbeing is one of the most valuable things you can do for your entire family.

Because when mum is supported, nourished, and rested, everyone thrives.

If you're pregnant and wondering whether postpartum doula support might be right for your family, I'd love to chat. Get in touch for a free, no-obligation phone call. Let's talk about what support could look like for you.