Busting the myths about joining ZEST as an Independent Midwife or other member…

Mythbusting: Misconceptions about joining ZEST

Let’s set the record straight and bust some of the most common misconceptions about joining ZEST!

The Truth About Joining ZEST

ZEST is the leading provider of Independent Maternity Care offering a Quality and Safety Framework to allow midwives to work autonomously facilitating true physiological birth choices.

At ZEST, we know that making the leap into independent midwifery is a big decision, and there are plenty of myths floating around that can make it seem daunting. Let’s set the record straight and bust some of the most common misconceptions about joining ZEST! Find answers to commonly asked questions about joining ZEST and some of the myths that surround our model and how we work.

Myth #1: You’ll Be a Lone Worker

Reality: You are never alone! As a ZEST midwife, you are part of a thriving, well-connected community. Birth attendance always involves either two ZEST-registered midwives or a midwife and another birth attendant. This may be a ZEST MaMa, doula, complementary therapist, newly qualified midwife (NQM), or another trained professional. Additionally, you’ll have a strong support network of peers both in your local area and beyond. Collaboration, guidance, and community are at the heart of what we do.

Myth #2: ZEST Doesn’t Supply Clients

Reality: You have full control over your client list! Rather than being assigned clients, you have the power to choose families that are the perfect fit for your practice. You determine your client numbers, due dates, and overall workload—running your business entirely on your terms. Plus, all ZEST midwives have a dedicated spot in our directory, and we actively promote midwives and MaMas (doulas) through social media features.

Myth #3: Being Self-Employed is Risky

Reality: Independence is empowering! As a self-employed midwife or MaMa, you set your own rates, define your services, and create a sustainable business that works for you. One ZEST midwife recently booked her 15th client in a single month—demonstrating that financial success in this model can exceed traditional employment. The potential is limitless!

Myth #4: Finding Clients Will Be Hard

Reality: We equip you with everything you need to thrive! Our intensive workshop, Setting Up as an Independent Midwife, led by Sarah Fitzsimmons (@myindependentmidwife), provides invaluable insights on establishing your practice and attracting your ideal clients. Additionally, ZEST offers business support through mentorship, our directory listing, and special discounts on business acceleration courses with Linda Lilwall.

Myth #5: Only the Rich and Famous Can Afford an Independent Midwife or MaMa

Reality: Independent midwifery and MaMa support are for everyone! This is a common misconception, but we see families from all walks of life choosing independent care because of its personalised, high-quality support.

We’re even working on a special video featuring our registrants sharing their experiences to debunk these myth once and for all.

Myth #6: ZEST Isn’t Regulated Because We Aren’t CQC Registered

Reality: ZEST operates to exceptional standards of care. The Care Quality Commission (CQC) is the independent regulator of health and social care services in England. It ensures that hospitals, GP practices, care homes, and some independent healthcare providers meet essential safety and quality standards. However, CQC registration applies to organisations that employ healthcare professionals directly, which means ZEST, as a network of self-employed midwives, does not meet the criteria for registration.

Despite this, we exceed regulatory expectations in key areas:

ZEST is:

Well-Led: Our directors, Katy and Tracy, have over 50 years of combined experience in care, maternity, midwifery, and wellbeing. The ZEST leadership team brings expertise across governance, clinical care, technology, and more.

Safe: We provide safeguarding training, annual ongoing professional training (MPT), regular check-ins, and professional midwifery advocacy (PMA).

Effective: Our model works—midwives and clients return to ZEST time and time again, with continuous feedback driving improvements. Our clinical stats speak for themselves with a high percentage of clients achieving their birth at home and a low transfer rate into hospital.

Caring: Our community of birth workers support one another to provide gold-standard care. We offer wellbeing sessions, learning forums, and weekly yoga. ZEST offers a range of health and well-being sessions, weekly yoga and Learning & Growing Forums on excellence in clinical practice. Our CARE Values are embedded in everything we do.

Responsive: We act quickly to address enquiries, community needs, and service feedback, ensuring a seamless experience for both midwives and families. We respect that every birthing person has unique Health and Care Needs and our IMs and MaMas ensure that care is always personalised and tailored to every individual. ZEST is a community where everybody’s voice is truly heard.

If CQC were able to rate us, we are confident we would achieve an Outstanding rating.

Final Thoughts: Your Future with ZEST

Joining ZEST means stepping into a world where you are in control, supported, and empowered to offer the very best care. The myths don’t stand up to reality—ZEST is a thriving, effective, and highly successful community for independent midwives, MaMas and other birth workers.

Still have questions?

Let’s chat! Reach out or join one of our live Q&A sessions to hear directly from midwives thriving in this model.

Book a Call

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Support, Collaboration and Community

Join our community of like-minded Birth Workers at ZEST, where experienced midwives and holistic practitioners are shaping a new maternity care paradigm.

ZEST is for Midwives and MaMas

ZEST welcomes UK registered NMC Midwives and MaMas, which can include doulas, student midwives, and experienced birth support workers.

Facilitating True Independent Practice

ZEST registration enables you to practise independently and autonomously, offering your clients real choice throughout the full continuum of care.