This qualitative study reports on how pregnant women integrate their future maternal identity with their existing work-related identity. Twenty-four women were interviewed at three times during their pregnancy: during the first, second and third trimesters. A grounded theory approach was used to analyse the data and social learning theory was adopted as a theoretical framework to assist in interpreting the findings. The findings suggest that the availability or lack of realistic and attainable role models influences the degree to which the transition to motherhood during pregnancy was successful. When role models were readily available, the transition went well, but, when role models were absent, two less successful strategies were identified, leading to negative psychological outcomes. The study also stresses the importance of other contextual factors, such as the gender composition of organizations and the educational attainment of the individual pregnant women, in the way women perceive their transition to motherhood while working.