This project is a collaborative effort involving Auckland University of Technology's departments of Management and Midwifery, the New Zealand College of Midwives, Rua Pokai Nga Maia I Te Rauroha, and Pasifika Midwives Aotearoa. Evidence shows that outcomes for birthing mothers and their babies are significantly better under a 24/7 on-call personalised continuity of carer (COC) model. However, the full impact of the COC model on the wellbeing of Lead Maternity Care (LMC) midwives and their whānau is yet to be fully examined. LMC midwives must contend with frequent changes to planned work, family and social life. Hence, we pose the following research question, ‘How does the nature of LMC midwifery work impact LMC midwives and their whānau?' A fuller understanding of the role challenges for LMC midwives will support strategic initiatives to overcome extant recruitment and retention challenges and promote the development of a representative workforce.