On-demand midwives: The new bridge between NHS and private prenatal care
Have you ever wished for more personalized attention during your pregnancy journey? You’re not alone. While the NHS provides essential care for expectant mothers across the UK, many women find themselves craving more time, continuity, and personalized support than standard appointments can offer.
The rise of hybrid prenatal care
Enter Kove, a groundbreaking service that’s reshaping how expectant parents access midwifery support. This innovative platform offers home-based, continuous midwife care starting at £300 for initial sessions and £180 per hour afterward. It represents a new hybrid model that bridges the gap between NHS services and traditional private maternity care.
This trend reflects a growing awareness of what the Better Births report from NHS England highlighted back in 2016 – that every woman should ideally have a midwife who knows her and her family, providing continuity throughout pregnancy, birth, and the postnatal period.
Why parents are making the switch
The appeal of on-demand midwifery services becomes clear when we consider the statistics. According to the Care Quality Commission, only 9% of women had the same midwife throughout their entire maternity journey in 2019. NHS England reported that just 10,000 women were booked on continuity of care pathways in March 2019.
Despite high satisfaction rates with NHS maternity care overall, many women report wanting more time to ask questions and discuss concerns. The CQC found that only 74% of women felt they were given enough time to ask questions during their prenatal care.
“Having a midwife come to my home meant I could discuss my birth plan in a relaxed environment, with my partner present, and without feeling rushed,” shares Emma, a first-time mother who combined NHS care with on-demand midwifery visits.
NHS vs. private vs. hybrid models: What’s the difference?
Standard NHS Care:
- Free at point of service
- Structured appointments at set intervals
- Different midwives at different appointments
- Hospital or birth center settings for most appointments
Traditional Private Care:
- Comprehensive packages often costing £3,000-£10,000
- Same consultant or midwife throughout
- More flexible scheduling
- Typically tied to private hospitals
Hybrid On-Demand Model:
- Pay-per-session (around £180-300)
- Complement to NHS care, not replacement
- Home-based visits
- Flexible scheduling when you need additional support
- Continuity with the same midwife
The benefits of having a midwife at home
The comfort of receiving personalized prenatal support in your own home cannot be overstated. On-demand midwifery visits allow for unhurried conversations about your pregnancy and birth preferences, inclusion of partners and family members in discussions, and practical advice tailored to your specific home environment.
These visits also reduce anxiety associated with clinical settings and help build a relationship with a midwife who knows your unique circumstances. According to research from the NHS, continuity of care models like these have been linked to improved outcomes for both mothers and babies.
Complementing on-demand care with structured education
While personalized midwifery support provides invaluable hands-on guidance, many parents find that combining this with structured educational resources creates the most comprehensive preparation for birth and beyond.
Beginning.com’s Complete Pregnancy Course: The Nourishing Mother offers the perfect complement to on-demand midwifery care. The course provides doctor-approved, science-backed information you can access at your own pace, detailed guidance on nutrition, exercise, and natural pain management techniques, and mental and emotional preparation for labor and delivery.
The self-paced nature of the course means you can revisit topics before your midwife visits, helping you formulate more specific questions and make the most of your paid sessions.
Creating your personalized prenatal support system
The beauty of today’s maternity care landscape is the ability to create a personalized support system that works for your needs and budget. Consider using NHS services for all clinical checks and scans, booking 2-3 on-demand midwifery sessions at key points in your pregnancy, enrolling in Beginning.com’s pregnancy course for comprehensive education, and joining community support groups for peer connections.
This approach gives you the best of all worlds: medical safety nets, personalized professional guidance, structured education, and community support.
Is the hybrid model right for you?
The decision to supplement NHS care with on-demand midwifery services is personal and depends on several factors including your desire for continuity of care, specific concerns or complications in your pregnancy, budget considerations, previous birth experiences, and availability of services in your area.
For many parents, even a single session with a dedicated midwife in the comfort of their home can provide reassurance and clarity that transforms their pregnancy experience.
As the UK midwife workforce continues to grow (from 36,700 in 2010 to over 40,000 in 2024 according to Statista), we’re likely to see more innovative models of care emerging that bridge the traditional divides between NHS and private services.
Whether you choose standard NHS care, a hybrid model with on-demand services, or complement either with structured educational resources like Beginning.com’s pregnancy course, the goal remains the same: to help you approach birth with confidence, clarity, and the support you need to thrive.
Ready to take the next step in your pregnancy journey? Explore Beginning.com’s Complete Pregnancy Course and discover how structured education can enhance your prenatal care experience, regardless of which care model you choose.