HeyBaby's directory covers a wide range of UK postnatal professionals — from sleep consultants and doulas to physiotherapists, lactation consultants, and postnatal fitness specialists. Every Verified badge means the same thing: interviewed, credentials checked, safer-sleep assessed. Here's exactly what that involves.
The HeyBaby directory has two kinds of practitioners: Listed and Verified. They are deliberately kept separate, and the difference matters. This page explains what each means, what we check, and how we handle your data when we do.
This is a summary of our internal Verification Standard Operating Procedure (v1.4, May 2026). The full document is available on request to practitioners, partners, and regulators.
When you're sleep deprived and looking for support, it's difficult to know where to start — let alone how to judge whether someone is genuinely qualified, safe, and aligned with evidence-based guidance. Confident branding, large social followings, and five-star reviews don't answer those questions.
HeyBaby's verification process exists to ask them on your behalf. Every professional who carries a Verified badge has had their identity, insurance, training and safer-sleep knowledge checked before the badge is awarded — and monitored on an ongoing basis afterwards. The detail of exactly what we check, and what we honestly can't guarantee, is set out below.
* Because the UK sleep and postnatal industry is unregulated, training course quality varies considerably. We confirm the qualification exists and the awarding body is recognised — we cannot audit curriculum content in the way a statutory body would. Every practitioner must additionally pass our safer-sleep gate regardless of their training route.
HeyBaby's directory spans a wide range of postnatal professionals — and it's important to understand that some are statutorily regulated and some are not, and our verification process reflects that difference.
Regulated professions — including physiotherapists, registered midwives, health visitors, paediatric nurses, and IBCLCs — are governed by their own statutory bodies (the HCPC, NMC, and others). These bodies set minimum standards, maintain registers, and handle fitness-to-practise concerns. Where a practitioner holds a current statutory registration, that registration is itself a meaningful layer of protection for you. HeyBaby's verification adds our safer-sleep assessment and structured interview on top — but we are not a substitute for those bodies, and we encourage you to check a practitioner's registration directly with the relevant regulator.
Unregulated professions — including infant sleep consultants, doulas, postnatal doulas, and some postnatal fitness and feeding practitioners — have no statutory regulator. There is no protected title, no minimum qualification requirement, and no professional body with the power to strike someone off. Training course quality in these disciplines varies considerably, and anyone can begin offering services to families. This is where HeyBaby's verification process carries the most weight: we are often the only independent check a parent can access.
In both cases, we want to be honest: we are a directory, not a regulator. We cannot audit training curricula, and our verification reflects what we could confirm at the time it was conducted. Checking that a qualification exists is not the same as endorsing the content it was based on.
What we can do — and do, without exception, across every professional category — is require demonstrated knowledge of current NHS and Lullaby Trust safer-sleep guidance. That requirement is the floor for everyone on this platform, regulated or not.
What this means for you as a parent: a HeyBaby Verified badge tells you we have checked credentials, conducted an interview, confirmed safer-sleep knowledge, and found nothing that raised concern at the time of verification. It does not guarantee outcomes, and it is not a personal endorsement. We encourage you to ask any professional directly about their training and approach — and to trust your instincts.
Verification is available free to all Partner-tier professionals. Here's what it does for you.
Verified practitioners are prioritised in directory results.
Your badge signals to parents that you've been independently checked — not just self-declared as qualified.
In an unregulated industry, a visible third-party check gives parents a meaningful reason to choose you over an unknown.
Verified professionals are considered first for HeyBaby editorial features, social spotlights, and Ask the Expert placements.
As we develop partnerships with NHS trusts and parent organisations, Verified status is expected to be a prerequisite for participation in future referral partnerships.
Completing our verification process — including the safer-sleep gate and structured interview — shows clients you hold yourself to a higher standard.
Ready to apply? Visit our professionals page →
Listing gives a practitioner findability. Verification gives them a trust signal. We keep the two separate so that the Verified badge always means something.
Verification is available to practitioners who hold a HeyBaby Partner subscription. Paying for a subscription does not make a practitioner Verified — it makes them eligible to apply. The interview is mandatory, the standard is the same, and some Partners will not pass. We retain the subscription whether or not the badge is awarded.
To be Verified, a practitioner must meet all of the following. There are no exceptions and no partial passes.
Government-issued photo ID checked. Name and date of birth matched to professional name and online presence.
Current professional indemnity and public liability cover. Certificate sighted directly by our verifier, not merely declared. Insurer name and renewal date recorded.
Enhanced DBS check (or Disclosure Scotland / AccessNI equivalent), issued within the last three years, where applicable to the practitioner's role. Certificate number recorded.
Completion of a programme on our Accepted Training List (published for each professional category we support). Certificate sighted and awarding body confirmed. Because the sleep and postnatal industry is unregulated, this list is maintained on a best-endeavours basis — we verify that the qualification exists, not that its curriculum meets any external standard. All practitioners are additionally required to pass our safer-sleep gate regardless of their training route. The Accepted Training List is reviewed periodically and may be amended at HeyBaby's discretion based on available evidence, industry recognition, practitioner feedback, and alignment with our verification principles.
Minimum 12 months of active practice with at least 10 completed client engagements. Self-attested and spot-checked.
HeyBaby Code of Conduct accepted at platform onboarding (recorded against their account) and confirmed still in force at the point of verification.
Written disclosure of any commercial relationships, brand sponsorships, MLM affiliations, or related businesses that could influence advice.
Structured 10–15 minute video interview scored across five dimensions. Pass mark: 18/30, with no individual dimension scoring below 2. See below for how the interview works.
A mandatory pass/fail question at interview, separate from the scored rubric. No practitioner can be Verified without passing this gate — regardless of how well they score on everything else.
Every practitioner on HeyBaby — whether their discipline is sleep or not — must be able to give guidance consistent with current NHS and Lullaby Trust safer-sleep recommendations.
At verification, we ask every applicant a mandatory question about back-sleeping versus tummy-sleeping. A passing answer names NHS and/or Lullaby Trust as the authoritative source, gives clear back-to-sleep guidance, and recognises this as established public-health guidance — not a matter of personal philosophy.
Hedging ("it depends"), equivocating between back- and tummy-sleeping, or citing personal experience or non-authoritative sources is an automatic fail, regardless of how well the rest of the interview goes. Practitioners who fail this gate are not awarded the Verified badge.
Promoting sleep practices that contradict NHS or Lullaby Trust guidance is also a stand-alone ground for removal of any listing — Listed or Verified — at any time.
After the safer-sleep gate, we score practitioners across five dimensions — 0 to 6 each, 30 points maximum. Minimum pass: 18/30, with no single dimension below 2. Scoring below 2 in any dimension is grounds for rejection regardless of total score.
All Verified practitioners meet the same core criteria. Two additional tiers exist for practitioners with more experience or formal professional standing.
Awarding the badge is not the end of the process. We monitor all practitioners on a rolling basis and suspend profiles that fall out of compliance.
| What we check | How often | What happens if it lapses |
|---|---|---|
| Insurance certificate | Annually, on renewal date | Profile suspended until renewed |
| DBS check (Verified only) | Every 3 years | Profile suspended until renewed |
| CPD evidence (Verified only) | Annually — self-attested with sample audits | Required CPD before reinstatement |
| Online presence review | Annual + ad hoc on any flag | Clarification or removal depending on issue |
| Complaint record | Continuous | Ranges from written guidance to permanent removal |
Any parent or third party can raise a concern about a HeyBaby practitioner — Listed or Verified — through our complaints process. Safer-sleep complaints are treated with particular seriousness: if upheld, the minimum outcome is downgrade from Verified to Listed plus written guidance, and repeat breaches result in permanent removal.
Complaint logged with a unique reference. Acknowledgement sent within 5 working days. Supporting evidence requested.
Practitioner informed of the substance of the complaint within 5 working days, and asked to respond within 10 working days.
Both sides reviewed against the Code of Conduct and verification standard. Decision recorded with reasoning. Possible outcomes include no action, written guidance, required CPD, suspension, downgrade, or permanent removal. Both parties informed in writing.
Either party may appeal in writing within 14 days. Appeals are reviewed by a different decision-maker wherever reasonably practicable. The appeal outcome is final.
All complaints, decisions, and outcomes are retained for six years. Running totals of applications reviewed and practitioners verified are published on this page from launch. Anonymised statistics on rejections, complaints, and outcomes will be published annually from Year 2.
Verification involves sensitive personal data: identity documents, DBS certificates, insurance records, and a recording of the interview. We apply a sight-and-record principle wherever possible — we verify the document exists and record its metadata, rather than retaining a copy of the document itself.
Sighted live during the video call. We record the document type, number, and expiry. We do not retain a copy. Any documents sent in advance are deleted within 7 days of the interview.
Retained where the awarding body is small and may not be available as a public reference. Held for the duration of the listing plus 6 years.
Taken only with explicit verbal consent. Stored in a restricted folder accessible only to the verifier. Deleted 24 months after the interview date (or sooner, where no complaint is active).
We process verification data under UK GDPR on the basis of legitimate interests, performance of a contract, and substantial public interest (safeguarding). Practitioners may request access to, or deletion of, their records by emailing hey@heybabyonline.com.
The following are absolute grounds for rejecting a verification application, or for removing an existing listing at any time. HeyBaby reserves the right to suspend, downgrade, reject or remove any listing where we reasonably believe continued inclusion would undermine parent safety, public confidence, or the integrity of the platform.
Practising without current professional indemnity or public liability insurance.
Material misrepresentation on any application, or falsified certificates or qualifications.
Promoting sleep practices that contradict NHS or Lullaby Trust safer-sleep guidance — at interview, on social media, in paid engagements, or otherwise. This applies to practitioners in all professional categories, not only sleep specialists.
Promotion of clinical or therapeutic claims beyond the scope of training, or charging for services that require credentials the practitioner does not hold.
Multi-level marketing affiliations, brand sponsorships, or related businesses not disclosed to HeyBaby and to clients.
Repeated failure to refer where concerns fall outside the practitioner's competence or remit.s.
If you have a question about a practitioner's verification status, want to raise a concern, or are a practitioner interested in joining the directory, email us at hey@heybabyonline.com.
This summary reflects HeyBaby Verification SOP v1.4, May 2026. The full SOP is available on request to practitioners, grant assessors, and regulators.
Questions about sleep consultant qualifications, what our badge means, and how to choose someone you can trust.
No. The infant sleep consultancy and postnatal support industry is not regulated in the UK. There is no statutory body, no protected title, and no minimum qualification requirement. Anyone can complete an online course — of varying length and quality — and begin working with families.
This is why HeyBaby introduced its own verification process. It doesn't replicate statutory regulation, but it does ask the questions parents often don't know to ask — and makes the answers visible before you book.
Because the industry is unregulated, there is no single required qualification. Courses vary significantly in length, content, and evidence base. Common training providers include the International Pediatric Sleep Association (IPSA), the Family Sleep Institute, and various UK-based programmes — but neither the existence of a certificate nor the name of the provider guarantees quality.
When choosing a sleep consultant, it's worth asking: what course did they complete, how long was it, and is their approach consistent with NHS and Lullaby Trust safer-sleep guidance? HeyBaby's verification process checks all of these things as part of our standard.
There are several things worth checking before working with any sleep consultant. Do they hold current professional indemnity insurance? Can they confirm their safer-sleep knowledge is consistent with NHS and Lullaby Trust guidance? Do they have an enhanced DBS check if they'll be visiting your home? Are they transparent about their training and their approach?
HeyBaby's Verified badge means we have checked all of these on your behalf. If a practitioner on HeyBaby holds a Verified badge, they have passed our full verification process including an identity check, insurance verification, training review, a structured interview, and a mandatory safer-sleep assessment. If you have any concern about a practitioner at any point, you can use our complaints process to raise it.
Because we think parents deserve better than a name, a photo, and some five-star reviews. The UK postnatal industry is unregulated, which means there is no baseline standard parents can rely on. Verification is our attempt to create one — independent of paid advertising, follower counts, or confident branding.
We also built the verification process around the thing that matters most: safer sleep. Every practitioner on HeyBaby, whatever their discipline, must demonstrate knowledge of NHS and Lullaby Trust safer-sleep guidance before they receive any badge. That requirement is non-negotiable.
It means that at the time of verification, HeyBaby confirmed the practitioner's identity, sighted their insurance certificate and training credentials, reviewed them against our safer-sleep standard, and interviewed them against a structured rubric covering adaptive thinking, safeguarding instinct, scope awareness, professional boundaries, and CPD culture.
What it doesn't mean: it is not a personal endorsement of their methods, and it doesn't guarantee the quality of any individual session. We are a directory, not a regulator. The badge is designed to help you make a more informed choice — not to replace your own judgement. Verification is based on information available to HeyBaby on the verification date and should not be interpreted as a guarantee of future conduct or outcomes.
Listed practitioners have submitted a profile and passed a basic review — they've declared their training and insurance, accepted our Code of Conduct, and been accepted onto the platform. They are hidden from directory search by default, and clearly labelled as not yet verified.
Verified practitioners have additionally completed a structured interview, had their credentials independently sighted (not just declared), and passed our mandatory safer-sleep gate. They appear by default in search results and carry a Verified badge on their profile.
Insurance certificates are reviewed annually on their renewal date. DBS checks are renewed every three years. CPD evidence is self-attested annually with sample audits. We also conduct an annual online presence review and monitor complaint records on a continuous basis. Profiles that fall out of compliance are suspended until the relevant check is renewed.
You can raise a concern at any time by emailing hey@heybabyonline.com. All concerns are logged, acknowledged within 5 working days, and investigated against our Code of Conduct and verification standard. Safer-sleep complaints are treated with particular seriousness — if upheld, the minimum outcome is downgrade from Verified to Listed, and repeat breaches result in permanent removal. Both parties are informed of the outcome in writing, and either party can appeal within 14 days.
Not exactly — but it does mean they have passed a safer-sleep assessment based on NHS and Lullaby Trust guidance, and that any approach they use must be consistent with that guidance. Practitioners who promote methods that contradict this standard are removed from the platform.
HeyBaby's own position is that gentle, responsive approaches to sleep support are more aligned with infant development than methods involving extended crying. That said, individual practitioners will have their own approaches within the safer-sleep framework — and we encourage you to ask any professional directly about their methods before booking.
Yes — each practitioner's profile includes their professional category, training background, and any verification tier they hold (Verified, Verified Experienced, or Verified Senior). If you'd like more detail about a specific practitioner's qualifications before booking, we'd encourage you to ask them directly. A good professional will always be willing to share this information clearly.
