The Problem Wasn't Demand. It Was Who Could Pay: How Two Nurses Built Latched Support

A service can meet an urgent need and still fail as a business if the people who benefit cannot afford to pay for it. Nurses Veronica Simpkins and Ashley Green confronted that problem when they began offering free breastfeeding support, then found institutional partners willing to fund care for the families they served. The resulting growth of Latched Support offers founders a different way to think about demand, access, and sustainable revenue. What changes when the person receiving value and the person paying for it are not the same?