What Mama Glow does

Mama Glow is a private maternal health and education platform founded in 2011 by Latham Thomas and headquartered in New York City. The company operates a two-sided marketplace anchored by a network of 3,000+ trained doulas across the United States and 6 continents, offering professional doula certification programs (Level 1 Birth, Level 2 Postpartum, Bloom Business Development, Childbirth Educator, and First Foods Justice breastfeeding) priced between $595 and $825 per program, alongside concierge doula matching services that connect families with vetted providers for pregnancy, birth, and postpartum support. Revenue is generated through per-enrollment training fees, professional services for matching (with HSA/FSA payment accepted), advertising and affiliate marketing on Mamazine (the company's editorial content platform), event ticketing/sponsorship through the annual Doulas Expo, and enterprise contracts via the Aetna 'Your Birth' insurance partnership. Operational assets include the Mama Glow Foundation (a non-profit advocacy arm operating the Love Delivered Initiative with Carol's Daughter), The Soft Space (a physical wellness venue in NYC), and the Shared Decision Making Toolkit (a downloadable consumer resource).

The company's technology footprint is intentionally lightweight: the platform is built on a WordPress-based content site, a self-serve training enrollment flow, and virtual delivery of cohort-based professional training, with no native mobile application, no public API, and no disclosed AI/ML components. Distribution is driven by content marketing through Mamazine, active social channels (Instagram, Facebook, LinkedIn), owned events (Doula Expo, Icons Award Brunch), and earned media — supplemented by strategic enterprise partnerships with Aetna (payer channel) and consumer brands such as Kate Spade New York and Carol's Daughter. Recognition includes Fast Company 2025 Changing Ideas and World Changing Ideas Honorees, Inc. Best in Business 2024, and Anthem Awards (Gold 2024, Silver 2025).

The customer base spans individual expectant and new parents, aspiring and practicing doulas seeking certification and continuing education, and enterprise buyers such as health insurance payers and employers. The company's positioning emphasizes culturally competent care and Black maternal health advocacy, addressing documented U.S. maternal mortality disparities. The business remains bootstrapped/founder-owned with no disclosed institutional funding and a small employee count of 1–10, suggesting current scale is constrained primarily by capital rather than demand.

Name

Mama Glow

Legal name

Mama Glow, LLC

Website

https://mamaglow.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Mama Glow is a maternal health platform founded in 2011 that trains and certifies doulas, matches them with expectant and new families for birth and postpartum support, and publishes maternal health content through Mamazine. It serves individual families, aspiring doulas, and health plan partners with a focus on culturally competent care.

Ownership category

akta.pro rank

Product category

Maternal Health & Doula Services

NAICS

Child Care Services (6244), Other Individual and Family Services (624190)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

Lactation, Postpartum & Perinatal Support Services (HLAFAJAN)

akta.pro secondary industries

Maternal, Child & Family Health Organizations (BPAGACAF), Breastfeeding, Lactation & Infant Feeding Support (EDACAMAB), Newborn/Infant Mother’s Helper Support (HSAAAGAB)

Keywords

• Doula training
• Maternal wellness
• Birth support services
• Postpartum care
• Childbirth education

Headquarters

HQ city

New City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Professional Doula Training Programs: Fee-based professional training programs for individuals seeking to become certified doulas. Programs include Level 1 Birth training, Level 2 Postpartum training, Bloom Business Development, and continuing education for childbirth educators. Pricing ranges from $595-$825 per program.
2. Doula Matching Services: Concierge doula matching services connecting families with vetted doulas for pregnancy, birth, and postpartum support. Services now accept HSA/FSA payments.
3. Mamazine Content & Advertising: Editorial content platform featuring wellness and maternal health articles. Revenue generated through advertising, sponsored content, and affiliate marketing as disclosed in editorial ethics guidelines.
4. Affiliate Revenue: The Mamazine platform includes affiliate marketing links where the company earns commission on purchases made through referred products.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Mama Glow is a maternal wellness company that sells a tiered professional doula training and certification curriculum (Level 1 Birth, Level 2 Postpartum, Bloom Business Development, Childbirth Educator, and First Foods Justice breastfeeding), a bespoke doula matching/concierge service that connects expecting and new families with vetted independent doulas, and a digital maternal-health content platform called Mamazine. The company is a for-profit LLC founded in 2011 by Latham Thomas and headquartered in New York City, and it operates a small team (1–10 employees) that is extended through a national network of certified doulas.

Product overview

Mama Glow is a leading global maternal health and education platform offering a multi-tiered portfolio of products and services. Its core offerings span professional doula training and certification (Level 1 Birth, Level 2 Postpartum, Bloom Business Development, and Childbirth Educator programs), concierge doula matching services, and community programs including the Mama Glow Foundation, the Love Delivered Initiative, and the Doulas Expo. The platform also operates The Soft Space as a physical venue, Mamazine as an editorial content hub, and offers a Shared Decision Making Toolkit as a downloadable resource. Additional offerings include the First Foods Justice breastfeeding certification, Replenish Retreat wellness programming, and insurance/payment features such as Aetna partnership and HSA/FSA acceptance.

Differentiator

Problem solved

Functional benefit

Brands

• The Soft Space by Mama Glow: Wellness retreat space and event venue for maternal health programming and community gatherings
• Doulas Expo by Mama Glow
• Mamazine

Products and services

• Mama Glow Doula Professional Training Program – Level 1 – Birth Foundational paid certification program that trains individuals to become professional birth doulas under the Mama Glow curriculum; aimed at aspiring and practicing doulas seeking a standardized birth-support credential.
• Mama Glow Doula Professional Training Program – Level 2 – Postpartum Paid postpartum doula certification program covering the fourth-trimester and early-parenting support; intended for doulas who have completed or are pursuing birth doula credentials and want to expand into postpartum services.
• Mama Glow Bloom Business Development Training Program for Doulas Paid business development training for doulas, focused on practice-building, marketing, and financial sustainability skills for independent maternal wellness practitioners.
• Mama Glow Childbirth Educator Certification Program – Continuing Education Paid continuing-education certification program for doulas and educators who want to deliver formal childbirth education classes to expectant parents as an additional service line.
• First Foods Justice: Breastfeeding Certification Program for Doulas Paid breastfeeding/lactation certification program (priced at $595) for doulas who want to add First Foods Justice-aligned lactation support to their practice and serve new families.
• Bespoke Mama Glow Doula Matching Services Paid concierge matching service that connects expectant and new families with vetted Mama Glow-trained independent doulas for birth and/or postpartum support; HSA/FSA payment is supported.
• Shared Decision Making Toolkit Proprietary maternal-health educational toolkit that helps expectant parents navigate shared decision-making during pregnancy and birth; offered as a free or low-friction resource to support Mama Glow's matching and training offerings.
• Mamazine Digital editorial content platform covering maternal wellness, pregnancy, birth, and postpartum topics for expectant parents and the broader Mama Glow audience; monetized through advertising and affiliate partnerships.
• Doulas Expo by Mama Glow Ticketed industry event that convenes doulas, maternal wellness professionals, and partner brands for education, networking, and showcase opportunities.
• Replenish Retreat Wellness retreat program designed for maternal wellness practitioners and community members to rest, recharge, and deepen their practice.

Quantifiable outcome

• 3,000+ doulas trained and active in the network
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered flagship and core.

• Kate Spade New YorkflagshipGTM or Marketing Partner · 1 May 2024Co-sponsored the inaugural Mama Glow Icons Award Brunch on May 1, 2024, honoring maternal health leaders. Kate Spade New York partnered with the Mama Glow Foundation to celebrate Mother's Day while highlighting mental health care for women and mothers.
• Carol's DaughterflagshipStrategic or Co-development Partner · 1 April 2021Co-founded the Love Delivered Initiative with Mama Glow Foundation to raise awareness around the Black maternal health crisis and support doulas. Lisa Price, founder of Carol's Daughter, co-created the initiative to provide grants and support for Black birthing people.
• Aetna - Your Birth ProgramcoreStrategic or Co-development PartnerInsurance partnership making Mama Glow's doula services covered under Aetna health plans. The Your Birth program provides members access to culturally competent birth and postpartum support through Mama Glow's network of vetted doulas.
• Mama Glow FoundationcoreOthersThe non-profit arm of Mama Glow focused on providing pro bono doula support, birth grants, and community programs. Has funded 120+ births and reached nearly 500,000 people through the Love Delivered Initiative.
• The Soft Space by Mama GlowcoreOthersA physical wellness space operated by Mama Glow serving as venue for events including the Mama Glow Icons Award Brunch, community gatherings, and wellness programming.
• Doulas Expo by Mama GlowcoreOthersAn annual event property focused on birth work education, community building, and professional development for doulas and maternal health advocates.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mahmee: Mahmee is a digital maternal healthcare platform offering pregnancy, postpartum, and newborn support services with a network of doulas, nurses, and care providers. Highly comparable to Mama Glow's doula matching and culturally competent care focus.
• Oula Health: Oula operates a maternity care platform combining midwifery, obstetrics, and doula support with in-person clinics and virtual services. Directly comparable to Mama Glow's blended model of doula support, education, and clinical integration.
• The Doula Network: The Doula Network provides doula training, certification, and a matching/credentialing network used by health plans and employers. Closely comparable to Mama Glow's training business and insurance-facing matching services.
• DONA International: DONA International is one of the largest doula training and certification organizations globally. Comparable to Mama Glow's Level 1 Birth and Level 2 Postpartum training programs as a primary doula credentialing body.
• Ancient Song Doula Services: Ancient Song is a Black-led doula training and maternal health organization serving BIPOC birthing people. Directly comparable in mission, training offering, and the Black maternal health focus that Mama Glow Foundation/ Love Delivered pursues.
• Birthing Beautiful Communities: Birthing Beautiful Communities provides free doula support, training, and advocacy to Black birthing people in Cleveland. Comparable non-profit focus on Black maternal health alongside Mama Glow Foundation.
• National Black Doulas Association: NBDA is a network connecting Black birthing families with Black doulas and offering training/education. Comparable to Mama Glow's training programs and culturally competent matching services.

Broad incumbents

• Maven Clinic: Maven Clinic is a large virtual care platform for women's and family health, including maternity, postpartum, and doula support. Broader incumbent in maternal benefits; comparable employer/benefit positioning to Mama Glow's Aetna partnership.
• Carrot Fertility: Carrot Fertility is a global fertility, pregnancy, and parenting benefits platform offered to employers. Comparable on the employer benefits and pregnancy-support side, with doula services included in their offering.

Emerging players

• ProgenyHealth: ProgenyHealth provides maternity and NICU care management for health plans, including outcomes-based maternal programs. Comparable in payer-facing maternal health services, though more clinical in focus than Mama Glow's doula-led model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MamaGlow
• LinkedInlinkedin.com/company/mama-glow
• Instagraminstagram.com/mamaglow
• Xx.com/mamaglow_mgff

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mama Glow