Built by a doula,
for doulas— and the families they serve
Your most important moments as a new family shouldn't be spent on logistics. Swaddl is the seamless, integrated experience that lets doulas focus on care and families focus on what matters.
Credentials
- DONA-certified doula
- Carrot Fertility network provider
Currently pursuing: clinical mental-health counseling.
Both sides of the door. One focus: the baby.
Mia has spent years inside families' homes as a postpartum doula — in the 2am rocking chairs, the first-latch tears, the quiet wins no one else sees. Then she built Gentle Beginnings Collective and sat on the other side too, watching what it actually takes to run a doula practice: the invoices, the benefit portals, the matching, the chasing.
That's the whole premise of Swaddl. Mia has lived both sides of the door, and the families and the doulas want the same thing: to spend their energy where it belongs. On feedings and sleep. On healing and bonding. On the baby.
Swaddl takes everything else off the table. We match thoughtfully, handle the billing end-to-end, and keep the admin invisible — so the family gets present care and the doula gets to be the caregiver she trained to be.
When both sides can focus on the baby, everything else works. That's the whole thing.
Why I built Swaddl
I'm a DONA-certified, Carrot Fertility network postpartum doula. Before Swaddl, I spent years walking into families' homes in those first tender weeks — long nights, first latches, the moments nobody talks about. The work is hard and it matters, and it's the part of this I love most.
I started Gentle Beginnings Collective because I wanted more families to get that kind of care, and more doulas to have real work. Running the collective taught me the other half of the story: the admin, the benefit portals, the invoices, the matching. I was the billing department, the matching engine, and the quality layer all at once. Every doula I know was drowning in the same things.
That's why I built Swaddl. I've been on both sides of the front door, and both sides want the same thing. Families want to be with their baby. Doulas want to do the work they trained for. Everything in between — finding each other, paying for it, keeping track of it — should just work.
So that's what we're building. A thoughtful match. Billing that handles itself. Admin that stays out of the way. One focus for everyone involved — the baby, the family, the weeks that actually matter.
With love,
Mia McCue
Founder & Chief Doula Officer
Our approach to postpartum care
The principles that shape every family we support and every doula we welcome.
A team behind every family
No one doula can do it all. Families get a vetted team behind them — primary doula, backup coverage, and a real person answering questions between visits.
Non-judgmental, evidence-based
We meet you where you are. Bottle or breast. Sleep training or not. Cultural traditions we don't share. Our job is to support, not to prescribe.
Mental health, always
Postpartum mood and anxiety disorders are common and treatable. Every Swaddl doula is PMAD-aware and trained to recognize the signs — and to know when to bring in more help.
Why NYC first
Swaddl is launching in New York City because this is where the demand is strongest. The tri-state area has a dense concentration of families using employer benefit programs like Carrot Fertility, Maven, and Progyny — and a deep bench of experienced, certified doulas ready to serve them.
Starting here means we can build with real families, real invoices, and real feedback from doulas who already trust the process — before we scale anywhere else.
Come build this with us
Whether you're a family looking for support or a doula looking for a better way to run your practice — we'd love to meet you.
Want the side-by-side value prop? See how Swaddl works for families and doulas →