What Kiddo does

Kiddo is an Australian mobile-first marketplace platform that connects parents and families with verified, Working With Children Checked (WWCC) babysitters, nannies, and support workers for on-demand and ongoing childcare. Founded in 2018 and headquartered in Brisbane, the company operates across all Australian states and territories, serving use cases ranging from date-night babysitting and emergency childcare to NDIS-funded disability support, after-school care, and mother's helper services. The platform is built on iOS and Android apps with a web counterpart, processes payments via Stripe with funds held in escrow until job completion, and uses AWS for cloud infrastructure and Google Analytics for traffic analysis.

The business model centers on a 20% platform commission on carer fees for standard bookings, supplemented by subscription tiers (Parent Premium reducing the service fee to 8% and waiving ancillary charges; Carer Premium offering priority job access and customizable cancellation policies), ancillary fees (Last Minute, Ongoing Care Search, Messaging, Cancellation), NDIS-specific admin fees, gift cards, and a Kiddo Rewards loyalty program. The company serves four primary customer segments: parents/families (consumer), NDIS participants, carers/nannies/support workers (supply side), and B2B buyers (employers via Corporate Care and ECEC operators via Kiddo for Childcare recruitment). Kiddo maintains regulatory compliance infrastructure for NDIS, including incident reporting aligned with the NDIS Quality and Safeguards Commission, and carer credentialing verified through third-party provider CITed.

Kiddo has scaled to a reported 60,000+ families and carers on the platform with a 4.7-star app rating, and has been awarded National Innovator of the Year by Women in Digital. The company remains privately held with a single disclosed funding round of approximately $713,000 in February 2022, operates with a 1-10 employee team, and has no disclosed revenue figures. Its legal entity is Kiddo (Aust) Pty Ltd (ACN 628 059 290), registered in Queensland.

Name

Kiddo

Legal name

Kiddo (Aust) Pty Ltd

Website

https://kiddoapp.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Kiddo is an Australian mobile marketplace connecting parents with WWCC-verified babysitters, nannies, and NDIS support workers for on-demand and ongoing childcare across all states and territories, monetizing via a 20% transaction fee and subscription tiers.

Ownership category

akta.pro rank

Product category

Online Childcare Marketplace

NAICS

Child Care Services (62441)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

General Babysitter/Nanny Placement Agencies (HSAAALAA)

akta.pro secondary industries

Date Night & Evening Babysitting (HSAAAAAA), Temporary / Short-Term Nanny (Fill-In) Services (HSAAABAF)

Keywords

• Childcare marketplace
• Babysitter booking platform
• On-demand childcare
• Nanny matching service
• NDIS support matching

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Platform Commission: Kiddo charges a 20% service fee on all Carer Fees for standard bookings. This is the primary revenue stream, added to the booking cost at confirmation. Fees are held in escrow until job completion.
2. Subscription Products: Kiddo offers subscription tiers for both parents and carers. Parent subscriptions reduce the service fee to 8% (from 20%), waive the $20 Last Minute Service Fee and $99 Ongoing Care Search Fee. Carer subscriptions provide priority job access, higher rankings, and customizable cancellation policies.
3. Service Fees: Additional fees including: Last Minute Service Fee ($20 for bookings within 24 hours), Ongoing Care Search Fee ($99 for finding ongoing arrangements), Messaging Functionality Fee ($39 for 7-day access to message a specific carer), and Kiddo Cancellation Fee ($10 for non-subscriber cancellations).
4. NDIS Services: NDIS-specific services including Tax Invoice billing, NDIS Admin Fee (20% of Carer Fee), and compliant payment processing with up to 14-day payment terms.
5. Gift Cards: Kiddo gift cards sold at kiddoapp.com.au/giftcards, valid for 3 years, redeemable for bookings. Cannot be used for NDIS bookings.
6. Kiddo Rewards: Rewards program earning $1 per $100 spent on eligible transactions, redeemable on future bookings. Refer-a-friend promotion gives $15 to invited friend and $15 reward to referring parent after first completed booking over $100.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Kiddo is a mobile-first two-sided marketplace platform that connects Australian families with verified, Working With Children Checked (WWCC) babysitters, nannies, and NDIS support workers for on-demand, emergency, and ongoing childcare arrangements. The platform facilitates discovery, booking, in-app payments via Stripe (held in escrow until job completion), reviews, and cancellations across more than 60,000 families and carers in Australia. It operates as Kiddo (Aust) Pty Ltd, an Australian proprietary limited company headquartered in Brisbane, Queensland.

Product overview

Kiddo operates as a platform connecting families with verified childcare providers across Australia. The core offering consists of on-demand babysitting services and ongoing nanny arrangements, supplemented by specialized care options including NDIS support, emergency childcare, after-school care, and mother's helper services. The platform includes a marketplace for corporate employee benefits (Corporate Care) and a recruitment module for the ECEC sector (Kiddo for Childcare). Paid add-ons include gift cards, messaging functionality, and subscription tiers for both Carers (with priority access and custom cancellation policies) and Parents (with reduced service fees). A loyalty rewards program (Kiddo Rewards) incentivizes repeat usage, while ongoing care arrangements enable families to pre-schedule recurring bookings with preferred carers up to 3 months in advance.

Differentiator

Problem solved

Functional benefit

Brands

• Kiddo for Childcare: A recruitment service facilitating the matching of employers with childcare workers, including vacancy advertising for childcare centre operations.

Quantifiable outcome

• 60,000+ families and carers trust the platform

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• StripecoreTechnology or IntegrationStripe Payments Australia Pty Ltd provides payment processing services on the Platform. All bookings are prepaid via Stripe, which holds funds in escrow until job completion. Stripe processes Carer Fees, Kiddo Service Fees, Ongoing Care Fees, Last Minute Service Fees, Overtime, Tipping, and Messaging Functionality payments.
• CITedcoreTechnology or IntegrationThird-party verification service for age verification and Working With Children Card validation. Carers are verified through CITed portal during registration. Subject to CITed terms of use and privacy policy.
• NDIS Quality and Safeguards CommissioncoreTechnology or IntegrationRegulatory body governing NDIS support services. Kiddo provides NDIS-compliant platform with mandatory incident reporting to NDIS Commission within 24 hours for reportable incidents. Supports NDIS participants with GST-free invoicing.
• Apple App StorecoreChannel Partner/ Reseller/ DistributoriOS app distribution channel. App available at apps.apple.com/au/app/kiddo-app/id1466866293. Subscription purchases can be made through iOS In-App Purchase with Apple handling refunds.
• Google Play StorecoreChannel Partner/ Reseller/ DistributorAndroid app distribution channel. App available at play.google.com/store/apps/details?id=au.com.kiddoapp. Subscription purchases can be made through Google Play with Google handling refunds.
• Amazon Web Services (AWS)coreTechnology or IntegrationAWS provides cloud infrastructure for processing and storing personal information on the Platform. Kiddo uses AWS for secure data handling.
• FacebookminorGTM or Marketing PartnerSocial networking service used for public communications about Kiddo services. Privacy practices governed by Facebook's own policies.
• InstagramminorGTM or Marketing PartnerSocial networking service (@kiddo_app__) used for public communications and brand presence. Privacy practices governed by Instagram's own policies.
• LinkedInminorGTM or Marketing PartnerProfessional networking platform (Kiddo Babysitters company page) used for B2B communications, recruitment industry presence, and professional brand positioning.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sittr: Australian on-demand babysitting marketplace connecting parents with vetted sitters across major cities. Closely comparable to Kiddo in target customer, supply-side model (verified carers), and on-demand booking flow.
• UrbanSitter: US-based on-demand babysitting marketplace with sitter profiles, reviews, and instant booking. Comparable to Kiddo in two-sided marketplace structure, parent/carer matching, and use of background checks for trust.
• Hireup: Australian NDIS-focused platform matching participants with support workers for disability care. Comparable to Kiddo's NDIS Support product in participant audience, worker verification requirements, and platform-mediated matching.
• Mable: Australian marketplace for independent disability and aged care support workers, with NDIS-aligned billing. Comparable to Kiddo's NDIS vertical in target audience, support-worker supply model, and compliance-driven trust architecture.
• Juggle Street: Australian parent-to-parent babysitting co-op platform that pairs families for reciprocal childcare. Comparable in Australian family audience and informal care use cases, but differs structurally as a reciprocal arrangement rather than a paid marketplace.

Broad incumbents

• Sittercity: Established US childcare and caregiving marketplace covering babysitters, nannies, and pet care. Comparable marketplace dynamics and family-facing value proposition, though broader in scope and longer-tenured than Kiddo.
• Care.com: Global incumbent in the caregiver matching space, covering childcare, senior care, and pet care. Comparable to Kiddo in marketplace structure and family/caregiver audiences, but operating at much greater scale and across multiple verticals.

Regional players

• Bubble: UK-based on-demand childcare marketplace connecting parents with vetted babysitters. Comparable to Kiddo's product model, target customer, and platform-led booking experience, but operating in a different geography.
• Babysits: International babysitter and nanny marketplace operating across multiple countries including Australia. Comparable marketplace model and parent/carer matching flow, though broader in geographic footprint and less specialized in NDIS or on-demand emergency use cases.
• Kinder Caring: Australian in-home aged and disability care provider with a worker matching component. Comparable in NDIS-adjacent service delivery and Australian geography, though primarily focused on aged care rather than childcare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/kiddobabysitters
• LinkedInlinkedin.com/company/kiddobabysitters
• Instagraminstagram.com/kiddo_app__

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kiddo