Nanny Nina
Nina.care is a Netherlands-based online marketplace matching host families with au pairs, babysitters, and senior caregivers across Europe, supported by mobile apps, a self-serve matching platform, and an AI chatbot for onboarding Q&A.
- Company typePrivate
- Founded2010
- HeadquartersHaarlem, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Nanny Nina does
Nina.care (operating as 'Nanny Nina' on iOS and Android app stores) is a Netherlands-based digital marketplace that matches host families with au pairs, babysitters, and senior caregivers. Founded in 2010 by Lyla Kok and Jasmijn Kok and headquartered in Haarlem/Amsterdam, the company self-positions as the largest European au pair platform and serves families across at least eight European countries — Netherlands, Germany, UK, France, Spain, Italy, Denmark, and Greece — with localized language sites, plus reported reach into Australia, North America, South America, Africa, and Japan. The product is a two-sided marketplace accessible via web application and native mobile apps, where families browse screened au pair candidates, either chat directly to self-match or request three curated candidate recommendations from the team, and complete placements typically within one to two months. Supporting features include a freemium 3-day trial, free 15-minute advice calls, and Nina Bot, a text-based AI chatbot that answers questions on pocket money, visa requirements, and country-specific logistics.
The underlying technology stack is a multi-sided marketplace with profile matching, in-app messaging, multilingual localization (eight languages), and text-based NLP for Nina Bot. The company claims 3,000+ families have switched from live-out nannies to au pairs via the platform, with documented repeat usage (families on their 6th–10th au pair). Adjacent product lines — babysitter matching and senior care — extend the marketplace beyond long-term au pair placements into occasional childcare and elder companionship.
Revenue is generated primarily through subscription-style payments from host families for access to the platform's matching services, on top of which families directly compensate au pairs at roughly €300–€600/month in pocket money plus room and board. Exact subscription pricing is not publicly disclosed. The company has operated largely bootstrapped with a single disclosed funding round of approximately $2.67M in September 2023 and a headcount of 11–50 employees.
Nanny Nina firmographics
Firmographics- Name
- Nanny Nina
- Legal name
- Nina.care
- Website
- https://nannynina.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Nina.care is a Netherlands-based online marketplace matching host families with au pairs, babysitters, and senior caregivers across Europe, supported by mobile apps, a self-serve matching platform, and an AI chatbot for onboarding Q&A.
- Ownership category
- akta.pro rank
Nanny Nina industry classification
Industry- Product category
- Childcare Marketplace
- NAICS
- Child Care Services (6244), Child Care Services (62441)
- SIC
- Services-Child Day Care Services (8351)
- akta.pro primary industry
- Au Pair Placement & Matching Services (HSAAAEAA)
- akta.pro secondary industries
- Au Pair & Live-In Care Placement Agencies (HSAAALAG), Host Family Screening, Onboarding & Training (HSAAAEAC), Au Pair Program Sponsorship & Compliance (Visa/Host Family Support) (HSAAAEAB)
Keywords
Where Nanny Nina is headquartered
LocationHeadquarters
- HQ city
- Haarlem
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Nanny Nina business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Au Pair Matching Services: Platform facilitates matching between host families and au pairs. Families pay for agency/matching services while covering au pair pocket money (€300-600/month), room and board, and insurance. The platform appears to charge families for access to vetted candidates and matching services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Trial - 3 days free access to platform |
| Subscription | Monthly | Family Matching Service - Access to screened au pair candidates |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Nanny Nina product offering
Product offeringCore offering
Nina.care is a digital marketplace that matches host families with screened international au pairs, babysitters, and senior caregivers. Host families pay subscription-based matching fees to access vetted candidate profiles, chat directly, or receive curated shortlists, while candidates receive free placement as part of cultural exchange arrangements. The platform is accessible via web app and native iOS/Android apps and supports multiple European languages.
Product overview
Nina.care operates as a unified marketplace platform connecting families with caregivers across three main service categories: au pair placement, babysitting, and senior care. The core offering is the Au Pair Platform, which enables direct matching between screened international au pairs and host families across Europe. Supporting the core platform are a mobile app (iOS/Android) for on-the-go access and Nina Bot, an AI chatbot for automated Q&A on costs, visas, and country requirements. All services are accessible through a single login and the platform supports multilingual interfaces.
Differentiator
Problem solved
Functional benefit
Products and services
- Nina.care Au Pair Platform Marketplace that matches host families with screened international au pairs across Europe and beyond; families can self-serve browse and chat with candidates or request 3 curated matching candidates from the team, with placements typically starting within 1–2 months.
- Nina.care Babysitter Matching Service connecting families with babysitters for flexible childcare needs, including regular babysitting, one-off event babysitting, and business babysitting.
- Nina.care Senior Care Care matching service for seniors, extending the platform beyond childcare to provide companionship and assistance for elderly family members in their homes.
Quantifiable outcome
- 3000+ parents switched from live-out nanny to au pair when they realized it costs only €500/pounds per month
- +3 more outcomes
Companies that use Nanny Nina
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
Nanny Nina technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature2 records
Nanny Nina partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Au Pair & Family FoundationminorCharitable foundation partnership focused on supporting au pairs and host families, mentioned in website footer under 'Help' section
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Nanny Nina competitors and assessment
Company assessmentDirect peers
- AuPairWorld: One of the most established global au pair matching platforms, operating across European countries. Directly comparable as a marketplace connecting host families with screened au pairs, with similar freemium/subscription economics and multi-country localization.
- GreatAuPair: US-headquartered au pair and caregiver matching platform. Direct competitor offering au pair placement, caregiver profiles, and premium subscription tiers with a very similar business model to Nina.care.
- GoAuPair: US-focused au pair agency and matching service operating under the official US au pair program visa framework. Compares on core offering (au pair matching) and pricing model.
- Babysits: European-based childcare marketplace (headquartered in the Netherlands) connecting families with babysitters, nannies, and au pairs. Direct overlap in product category, geography (Benelux/Europe), and self-serve marketplace model.
- Yoopies: European caregiver platform covering nannies, au pairs, babysitters, and senior care across FR/UK/DE/IT/ES. Comparable on multi-country European breadth, subscription matching model, and category-overlap with Nina.care.
Broad incumbents
- Care.com: Large publicly-backed marketplace for childcare, senior care, pet care, and housekeeping with significant brand recognition in the US and Europe. Overlaps with Nina.care on caregiver matching and senior-care direction, but operates across many categories beyond au pairs.
Regional players
- Childcare.co.uk: UK-focused childcare marketplace connecting parents with nannies, babysitters, and childminders. Comparable matching mechanics but geographically narrower; shows UK as a contested market for Nina.care.
Emerging players
- Helpling: European online marketplace for household services including cleaning and some childcare. Adjacent marketplace model, comparable GTM motion (self-serve, multi-country European footprint), but less depth in dedicated au pair placement.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Nanny Nina social profiles
Digital presenceNanny Nina financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nanny Nina leadership team
Management profileNumber of profiles
Profiles3 records
Nanny Nina funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nanny Nina M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nanny Nina
What does Nanny Nina do?
Nina.care is a digital marketplace that matches host families with screened international au pairs, babysitters, and senior caregivers. Host families pay subscription-based matching fees to access vetted candidate profiles, chat directly, or receive curated shortlists, while candidates receive free placement as part of cultural exchange arrangements. The platform is accessible via web app and native iOS/Android apps and supports multiple European languages.
Is Nanny Nina a public or private company?
Nanny Nina is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Nanny Nina founded?
Nanny Nina was founded in 2010. It employs 11 to 50 people.
Where is Nanny Nina based?
Nanny Nina is headquartered in Haarlem, Netherlands, in the Europe region.
How does Nanny Nina make money?
One revenue line is on record: au Pair Matching Services.
Who are Nanny Nina's main competitors?
Direct peers on record are AuPairWorld, GreatAuPair, GoAuPair, Babysits and Yoopies. Care.com is listed as a broad incumbent. Childcare.co.uk is listed as a regional player. Helpling is listed as an emerging player.
Does Nanny Nina have an API?
No public API is recorded for Nanny Nina.
What industry is Nanny Nina in?
Nanny Nina's product category is Childcare Marketplace. Its primary akta.pro industry code is HSAAAEAA, Au Pair Placement & Matching Services, with a secondary code of HSAAALAG, Au Pair & Live-In Care Placement Agencies. Its NAICS code is 6244 and its SIC code is 8351.