This document discusses issues with the UK maternity system, including lack of choice for women, variations in costs and outcomes, and low staff morale. It presents evidence that midwife-led continuity of care models provide better and more cost-effective outcomes than traditional hospital-based systems. However, only a small percentage of women currently experience midwifery-led care or choice in place of birth. The document uses East Lancashire as a case study of a successful integrated midwifery model providing high rates of normal birth and continuity of care. It urges providers to evaluate their own systems and consider how to better support women's choices and preferences for birth.