SimpliFed is a video visit. Phia is a text thread.

SimpliFed offers virtual visits with lactation consultants, covered by most insurance plans, from pregnancy through weaning. Phia is a perinatal medical group you text, with lactation consultants and nurses in the same thread.

Key takeaway

Both are virtual and both put a lactation consultant within reach. SimpliFed works by scheduled video appointment billed to your insurance, and says most plans cover it with no cost sharing. Phia works by text with no appointment and no insurance check, and covers recovery, mood and everyday needs alongside feeding.

An appointment, or a text.

SimpliFed

How it starts

SimpliFed checks your insurance eligibility, then helps you book.

SimpliFed checks your insurance eligibility, then helps you book.

Format

One-on-one virtual visits with an IBCLC.

One-on-one virtual visits with an IBCLC.

Hours

Appointments 7 days a week.

Appointments 7 days a week.

Between visits

Care navigators SimpliFed calls “allies” answer questions, including nights and weekends.

Care navigators SimpliFed calls “allies” answer questions, including nights and weekends.

Beyond feeding

Baby feeding first. Its postpartum page also lists mood screening and support.

Baby feeding first. Its postpartum page also lists mood screening and support.

What it costs

Covered by most health plans with no cost sharing, SimpliFed says.

Covered by most health plans with no cost sharing, SimpliFed says.

Phia

How it starts

Send a text. No insurance check.

Send a text. No insurance check.

Format

Text message. A lactation consultant joins the same thread.

Text message. A lactation consultant joins the same thread.

Hours

Any hour. A nurse answers in about 6 minutes on average.

Any hour. A nurse answers in about 6 minutes on average.

Between visits

Phia’s agent checks back, remembers what you’ve tried and alerts a nurse to warning signs.

Phia’s agent checks back, remembers what you’ve tried and alerts a nurse to warning signs.

Beyond feeding

Feeding, recovery, mood, baby questions and local help with food, rides and supplies.

Feeding, recovery, mood, baby questions and local help with food, rides and supplies.

What it costs

Free for 30 days, then $19 a month.

Free for 30 days, then $19 a month.

Based on publicly available information as of November 2026. SimpliFed services, coverage and cost vary by plan and location. SimpliFed is a trademark of its owner. Phia is not affiliated with SimpliFed.

Same words. A different answer.

Ask both about a headache at 34 weeks. One is built for feeding visits. The other is a care team for the whole pregnancy.

SimpliFed

I’ve had a headache since this morning.

SimpliFed’s visits focus on feeding. For a headache at 34 weeks, you’d call your OB.

Outside their scope

Strong on feeding. Not built for this.

SimpliFed’s consultants help with feeding by appointment. Symptoms like a late-pregnancy headache sit with your OB.

Phia, with your record

34 weeks pregnant

High blood pressure last week

I’ve had a headache since this morning.

With your reading last week, I want to check this now. Can you take your blood pressure?

Care team alerted

Phia acts on it.

Phia links the headache to last week’s blood pressure, asks for a reading, tells you to call your doctor today and lets your care team know.

SimpliFed

I’ve had a headache since this morning.

SimpliFed’s visits focus on feeding. For a headache at 34 weeks, you’d call your OB.

Outside their scope

Strong on feeding. Not built for this.

SimpliFed’s consultants help with feeding by appointment. Symptoms like a late-pregnancy headache sit with your OB.

Phia, with your record

34 weeks pregnant

High blood pressure last week

I’ve had a headache since this morning.

With your reading last week, I want to check this now. Can you take your blood pressure?

Care team alerted

Phia acts on it.

Phia links the headache to last week’s blood pressure, asks for a reading, tells you to call your doctor today and lets your care team know.

An example of how each one responds.

Phia nurse wearing a headset
Phia nurse wearing a headset

Phia answers first. A nurse steps in.

When it matters, a maternity nurse joins your thread. Day or night.

Text Phia

Text Phia

Who each is best for.

SimpliFed

Families whose insurance covers SimpliFed and who want face-to-face video time with an IBCLC.

Phia

Moms in Pennsylvania and Delaware who want feeding help the moment it gets hard, plus a care team for everything else.

The bottom line

If your plan covers SimpliFed, a video visit costs you little. Text Phia when you’d rather not wait for an appointment.

Common questions.

Is SimpliFed covered by insurance?

SimpliFed says its visits are covered by most health plans with no cost sharing, and that it contracts with several national commercial, Medicaid and TRICARE plans. Its team checks your eligibility before you book.

Does SimpliFed do in-person visits?

No. SimpliFed describes itself as 100% virtual. Phia is also remote and works by text. For a hands-on, in-person assessment, ask your pediatrician or birth hospital about a local IBCLC.

Can I use both?

Yes. Neither replaces your OB or midwife. Phia works by text, so there’s nothing to install, and it can work alongside the care you already have.

Sources: SimpliFed, “Online Lactation Consultant & Breastfeeding Support,” “How Virtual Lactation Support Works,” “Postpartum Health” and “Employers,” simplifed.com. Accessed November 2026.

Start with one text.

Available in Pennsylvania and Delaware, in any language. Phia is not an emergency service. If you need help now, call 911.

Text Phia