Most maternal health complications happen after delivery, but for decades, postpartum care remained one of medicine’s most neglected phases of life. That is changing fast. The first 12 weeks after delivery, long overlooked, are now at the forefront of innovation and investment like never before. Fueled by consumer demand, policy shifts and a growing recognition of maternal health disparities, a new generation of postpartum providers is emerging. From in-home nursing and lactation support to mental health services delivered via telehealth platforms and community-based doulas, care is becoming more holistic, evidence-based and accessible. Yet, with this rapid growth comes a complex web of legal and regulatory considerations that providers and investors must navigate to succeed at scale.
Postpartum Doula Services
Doulas are rapidly emerging as transformative figures in postpartum care, bridging gaps in support, education and advocacy for new parents. Innovators in the space, such as Partum Health, are setting new standards for accessible, postpartum doula support. Recognizing the important role doulas play in shaping postpartum care and reducing maternal morbidity and mortality rates, an increasing number of state Medicaid programs and private insurance providers are adopting coverage for these services. With this increase in reimbursement comes enhanced regulation of doula services, with some states moving towards certification or licensure requirements for doulas. In Oregon and Minnesota, for example, doulas must complete approved training programs and register with state health departments to be eligible for Medicaid reimbursement. These regulations are intended to ensure a standard level of care and to support insurance or Medicaid coverage for services; however, requirements differ significantly from state to state, with some states still lacking formal recognition or regulation. Investors and operators must pay careful attention to these changing requirements, balancing compliance with opportunities to expand access, innovate care delivery and capitalize on a rapidly growing market.
Lactation Consultants
Nearly 1 in 5 mothers experience breastfeeding challenges that, if unaddressed, can negatively impact maternal and infant health. The demand for professional lactation support is rising fast. The Affordable Care Act requires that most plans cover a breast pump and lactation counseling, but often mothers don’t know where to find this support. Innovative companies like The Lactation Network, the largest network of International Board-Certified Lactation Consultants, and Nest Collaborative, a leading lactation support platform, are expanding access to lactation education through in-home, in-office and telehealth care. Similar to their handling of doulas, states are moving toward certification or licensure for lactation consultants to ensure a standard level of care and facilitate insurance coverage.
Postpartum Mental Health
Postpartum mental health is often the invisible struggle of new motherhood, with an estimated 1 in 7 women experiencing anxiety or depression after giving birth. Left untreated, these conditions can have lasting effects for mother and child, including impaired bonding and developmental delays. The COVID-19 pandemic intensified the crisis, exposing gaps in access to care, but it also fueled demand for solutions, expanding availability and acceptance of remote and telehealth services as viable care options. Investors are taking notice, increasingly backing digital mental health platforms, teletherapy services and integrated care models that address the unique needs of postpartum families. Notable deals include funding rounds for companies like Maven Clinic and Mahmee, which offer virtual mental health support alongside other postpartum services. As awareness grows and payers expand coverage for behavioral health services, the sector is expected to see continued investment and innovation, with a focus on scalable, evidence-based solutions that improve access and outcomes for new mothers and families.
Physical Therapy
Pelvic floor and postpartum physical therapies are moving from niche services to essential components of recovery for new mothers. Studies estimate that more than 50% of women experience pelvic floor dysfunction postpartum, yet many women live in areas with limited access to specialized care. Companies like Origin provide new ways for patients to access physical therapy — especially for the pelvic floor — aimed at women who are postpartum, as well as those experiencing menopause or issues related to sexual health. Origin provides in-network coverage for in-person clinics and virtual care. Similarly, private equity-backed Luna Physical Therapy provided in-home physical therapy services for more than 85,000 patients across 1.2 million visits in 2024. The platform launched in 2018 and operates in 28 states with a network of more than 3,000 physical therapists. Established healthcare providers and investors are recognizing the demand for accessible, expert care during the postpartum period and are developing programs and digital platforms to connect new mothers with licensed physical therapists.
Nutrition and Supplements
Proper nutrition is essential for postpartum recovery, lactation and mental well-being. The postpartum period is marked by increased nutritional demands, and deficiencies in key nutrients such as omega-3 fatty acids, B vitamins, vitamin D and zinc have been linked to higher rates of postpartum depression and slower physical recovery. The market for postnatal nutrition products, including supplements, fortified foods and functional beverages, is expanding rapidly, with global sales projected to reach nearly $1.5 billion by 2034. Investors are taking note, backing companies like Ritual, Pink Stork, and Perelel that offer convenient, science-backed nutrition solutions for new mothers. Regulatory and FDA considerations remain paramount, as supplement quality and claims are subject to oversight, and providers must ensure that products are safe for breastfeeding women and meet the unique needs of postpartum women. As consumer awareness grows, nutrition and supplementation are becoming integral to comprehensive postpartum care strategies, offering health benefits and new investment opportunities.
Holistic Postpartum Care Models
A growing number of companies are embracing a holistic approach to postpartum care, offering integrated services that address the full spectrum of a woman’s needs after childbirth. These companies provide bundled offerings that may include in-home nursing, lactation consulting, mental health support, nutrition counseling, among others — all coordinated to support women throughout the postpartum period. Almavie Postpartum Care provides nursing support, postpartum massage, meal preparation, laundry services, facials and postnatal exercise training, all in addition to physical health checkups. By combining clinical care, wellness services and community support, these holistic models aim to improve outcomes, reduce fragmentation and empower new mothers to recover. This trend reflects a broader shift toward patient-centered, whole-person care in the maternal health space and is attracting significant interest from payers and investors seeking scalable, high-impact solutions.
Strategic Opportunities
The postpartum care sector is at a pivotal moment, offering investors and operators the chance to deliver on the growing demand for this women’s health vertical. As the market expands, success will hinge on identifying opportunities that align with financial and regulatory considerations. Keep in mind the following:
- Leverage Medicaid Expansion and Enhanced Insurance Coverage: New reimbursement streams for postpartum services (including mental health, lactation, and home visits) can drive revenue growth and support value-based care models.
- Innovate Responsibly: Digital health, remote monitoring and hybrid care models are attractive to payers and consumers, but they must be designed with regulatory compliance in mind. This includes considering privacy laws and HIPAA where maternal health data is managed, such as birth outcomes, lactation details and mental health information. Investors must also navigate fraud and abuse laws, especially in light of physician recommendations/referrals for services offered during the postpartum period.
- Position for Value-Based Care: As payers and policymakers push for improved maternal outcomes, providers who can demonstrate quality, equity, short-term cost-effectiveness and longer-term cost savings resulting from healthier women and children will be best positioned for long-term contracts and partnerships.
- Build Compliance into Your DNA: Providers and investors who prioritize compliance and legal strategy from the outset will be best positioned to deliver impact and earn consumer trust. Players in this space should understand the nuances in each state’s licensure, certification and telehealth requirements, as well as potential scope of practice and supervision requirements for non-physician providers. Further, compliance with HIPAA and other privacy laws is critical when handling maternal and infant health data. Coordinated and holistic care may present an increased risk for improper referral arrangements and billing practices. Carefully navigating fraud and abuse laws mitigates risk for large penalties.
