2025 Maternity Experience Survey
The Experience Gap
Why women are seeking alternatives to traditional maternity care
Scope and Methodology
Much of the current research examines outcomes in maternity and gynecological care. Oula set out to understand the experience of care for current and future moms and how it is impacting their choices.
We surveyed 1,100 women across 12 geographically diverse metro markets. Across location, race, and payer type, we found clear gaps between what women need from maternity and gynecology care and what traditional models deliver. Patients aren’t just dissatisfied — they’re actively seeking out alternative models and additional offerings, a trend that is accelerating among the younger generation.
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Our findings point to a massive opportunity to rethink the maternity landscape to better serve all stakeholders.
Expand access to team-based care models
Only 66% of recent moms saw an OBGYN exclusively — a 9-point drop in two years.
Provide complementary services for women’s health
Women express interest in additional services like pelvic floor therapy, lactation support, and nutrition guidance
Rethink the patient experience, start to finish
24% of recent moms report being dismissed, assumed about, or discriminated against by their provider — higher than CDC's 2023 finding of 1 in 5 women reporting mistreatment.
Understand the needs and experiences of younger women
There are stark generational differences in how women experience maternity care. Younger women have satisfaction scores 20 points below millennial moms:
- Ages 18–24: NPS 42
- Ages 25-34: NPS 50
- Ages 35-44 m: NPS 62
2023 vs 2025
We see significant shifts in just two years
In 2023, Oula conducted a similar survey of 1051 women from 10 metro areas about their experiences and preferences in maternity and gynecological care. Comparing the results provides a snapshot of how quickly preferences are shifting among today's women.
2023
2025
75%
66%
↓ 9 points
Recent moms who used both an OBGYN and midwife (collaborative care)
16%
27%
↑ 11 points
Future moms interested in collaborative care
70%
76%
↑ 6 points
Satisfaction with maternity care experienace - Net Promoter Score (NPS)
Maternity NPS
53
ages 18–24
Maternity NPS
42
↓ 9 points
ages 18–24
ages 25–34
59
ages 25–34
ages 25–34
50
↓ 9 points
ages 25–34
Maternity NPS
61
ages 35–44
Maternity NPS
62
↑ 1 point
ages 35–44
While there have been shifts in some areas of the experience, others are alarmingly consistent. In 2023, 23% of women said they felt dismissed, blamed, or discriminated against by their providers, a number that increased slightly in 2025, with 24% of recent moms reporting similar experiences.
In 2025, Oula added additional questions to understand the gynecology experience, and will continue to track changing trends and preferences over time so that we can better serve women.
These findings point to a giant opportunity to meet women where they are and deliver comprehensive, individualized care that supports excellence in both outcomes and experience. At Oula, we are committed to being part of this change.
For more information on how Oula partners with health systems, reach out to [email protected] or learn more here.