About Me

Hi there! My name is Annie Frisbie and I’ve been a lactation consultant in private practice in New York City since 2011.

And I’m going to get real honest here, it was a hot mess when I first started.

I cringe when I think about it—using my personal email address, wasting hours providing ineffective follow-up care, setting my fees way too low…

And no clue how to escape the time-for-money trap.

I had no role model or mentor for private practice, and it seemed like everyone was assuming that lactation would be just a hobby.

I didn’t want to just show them that this was a real business, I wanted it to feel like a real business too.

So I spent a lot of money on business trainings from online entrepreneurs, only to find that most of what I was learning just didn’t apply in a clinical context.

It was frustrating!

My family couldn’t afford for me to keep going like I was—giving my time away, no boundaries, and no clear path for turning my “lactation hobby” into a viable business.

So yes, it’s true. A few years ago, my private practice was falling apart and it was so disheartening.

I wondered, “was I even cut out to be a lactation consultant? Or was I going to have to change careers yet again?”

That’s when I decided enough was enough.

I stopped winging it and started treating my private practice with the same care and attention I was giving my clients.

Today, my private practice is the primary income source for my family of four, and it’s not because I’m a superhero.

I figured out that when I nurtured my business, it nurtured me in return, giving me time, energy, and confidence to be the best lactation consultant I could be.

And that’s where you and I come together. 

I’m here to help you nurture your private practice so you can expand the circle of care you’re creating for families. 

Becoming a professional lactation consultant and building your own private practice can not only be rewarding, it can be profitable, and I provide coaching, courses, and education to help you successfully step into your passion supporting lactation and helping families feed their babies. 

I’ve successfully built a private practice lactation business that I love and now it’s your turn.
I can’t wait to help you do the same.
I’m so glad you’re here. 


Annie’s Professional Bio

Annie Frisbie MA, IBCLC has been a lactation consultant in private practice in New York City since 2011. She is also the creator of the Lactation Private Practice Essential Toolkit and the accompanying Lactation Private Practice Essential Course, and is the co-host of the Lactation Business Coaching Podcast.

In 2018 Annie was honored with the US Lactation Consultant Association’s President’s Award, “awarding those that demonstrate extraordinary service to the association and profession.”
Annie has had a lifelong interest in technology, productivity, and privacy. She was the Senior Editor of Zoom In Online, of Magnet Media Inc, where she created, produced and project managed written and video content for media professionals on both the training and editorial sides. Additionally, she produced trainings for film production and screenwriting software.

Annie’s writing career has spanned more than twenty years. She is the writer and producer of two produced films (Speak and The Good Witch’s Destiny) and has written about film for Time Out New York, New York Magazine, and Christianity Today, among others. She served as the photo editor for The Art of the Documentary by Megan Cunningham (published by New Riders).

In her tenure working for film producer Fred Berner and later as a freelancer for New Line Cinema, the Independent Feature Project, the Nantucket Film Festival and various independent producers, she covered books and screenplays and advised on their market potential. She also participated in creating business plans, project proposals, marketing collateral, and contracts.

Annie’s interest in legal intricacies springs from her experience working as a clearance and product placement coordinator for films and television shows including Pollock, Far From Heaven, and The 25th Hour. She has carried that passion into her work as a healthcare provider, becoming HIPAA certified and an expert on insurance coding for lactation.

In the last several years, Annie has spoken about private practice, virtual healthcare, insurance coding, marketing, business, privacy, and healthcare technology at top lactation conferences, including ILCA, GOLD, LCinPP, iLactation, and USLCA.

Annie has a BA from Franklin and Marshall College with a double major in American Studies & Theatre, Dance, and Film, and an MA in Cinema Studies from New York University. She lives in Queens, New York with her husband, their two children, and their two cats.

Annie’s Past Speaking Engagements

Panelist, “Equity-mindedness and Cultural Responsiveness in the Health and Lactation Space Panel” — USLCA DEI Learning Series, 2021

Collaboration Not Competition: Improving Lactation Outcomes Together — ILCA 2020

“Into the Unknown: Branding your Lactation Business with Storytelling” — USLCA Virtual Workshop 2020 “So, You want to start a Lactation Practice?”

Repairing the Leaks in the Boat: Privacy Risk Assessment and the Lactation Workflow — iLactation 2020

The Ethics of Digital Privacy and Lactation PracticeGOLD Lactation Online Conference 2020

Ask the Expert: Best Practices for Intake, Documentation, and ReportingGOLD Lactation Online Conference 2020

The (Small) Business of Lactation During the COVID-19 Pandemic and BeyondUSLCA Webinar

How NOT to Negotiate Against Yourself: Hollywood A-List Strategies Made Simple: for Lactation Consultant Who Find it Difficult to Talk About Money — LCinPP 2020

Insurance Coding, Billing and Reimbursement for Lactation Services. — LILCA 2019

Repairing the Leaks in the Boat: HIPAA Risk Assessment and the IBCLC Workflow — USLCA 2019; NYLCA 2019

Demystifying Tech for the IBCLC: Incorporate Digital and Online Tools in your Lactation Workflow and Meet Your Ethical Obligations — LCinPP 2019

Looking to book me as a speaker?

I’m available to speak to lactation consultants and perinatal professionals on topics such as:

  • Entrepreneurship

  • Compassion Fatigue and Burnout

  • Ethical Marketing

  • Medical Charting

  • Privacy Protection

  • Informed Consent

  • Client-Centered Care

  • Lactation Insurance Billing and Coding

  • Technology for Private Practice

What Annie Frisbie IBCLC, Inc Stands For

Equity Statement

As a professionals working with pregnant, birthing, and postpartum families, we should be working together towards three specific goals:

  • Reducing race-based disparities in health and mortality outcomes in childbirth and the first year postpartum for oppressed families and their babies. This work can be done on local, national, and international levels.
  • Increasing access to the IBCLC credential for non-dominant candidates. This means eliminating barriers to education and mentorships through institutional scholarships and grants, as well as individual action.
  • Elevating members of non-dominant culture to leadership positions in our professional and advocacy organizations, and as speakers and lecturers on clinical topics at our conferences.

Equity In Action

The IBLCE Code of Professional Conduct states that the IBCLC is to “Treat all clients equitably without regard to ability/disability, gender identity, sexual orientation, sex, ethnicity, race, national origin, political persuasion, marital status, geographic location, religion, socioeconomic status, age, within the legal framework of the respective geo-political region or setting.”

To me, ethical integrity means implementing policies and procedures that not only meet my obligation to provide equitable care to families, but also to center equity in all of my professional and clinical communications and relationships.

As the owner of Annie Frisbie IBCLC, Inc, I commit to:

  • paying a fair and living wage to employees and subcontractors
  • offering equitable access to services, products, and continuing education for those identifying as Black, Indigenous, LGBTQIA+, and/or are living in countries categorized by the World Bank as B, C, and D.
  • pursuing education and trainings to dismantle my own biases
  • supporting nonprofits and initiatives that aim to eliminate racism-based disparities in infant and parent mortality rates and that focus on queer and trans rights
  • advocating for a trauma-informed, consent-based, privacy-minded approach to clinical care that centers the autonomy, dignity, and worth of the individual seeking support
  • taking responsibility for harm I cause because of my own privilege and bias
  • making reparations for the harms caused by my ancestors that have benefited me materially


Annie Frisbie IBCLC, Inc actively supports the World Health Organization (WHO) International Code of Marketing of Breast-milk Substitutes and subsequent World Health Assembly (WHA) resolutions. Therefore, Annie Frisbie IBCLC, Inc is not a company, inclusive of manufacturers, distributors, or marketers, whose products fall within the scope of the World Health Organization (WHO) International Code of Marketing of Breast-milk Substitutes (1981) and subsequent World Health Assembly (WHA) resolutions (e.g., infant formula, bottles, and teats).