What Mayfield Childcare does

Mayfield Childcare Limited (ASX: MFD) is an Australian publicly listed childcare operator that owns and operates 45 long day care centres across Victoria, Queensland, and South Australia. The company delivers early childhood education and care services for children aged six weeks to six years, employing more than 1,000 educators and serving over 3,600 families across its 4,000+ licensed places. Many of its centres include fully accredited kindergarten programs, and the company's curriculum is built around an emergent play-based learning model extended through excursions, incursions, community events, and cultural celebrations. Mayfield is designated a Child Safe Organisation and markets its services through a corporate website, centre tours, and community-based engagement.

The company's core product is the long day care service itself, delivered on-site at its owned and operated centres rather than through any technology platform. There is no proprietary software, app, or digital product described in available source material — the offering is fundamentally a physical services business in which revenue is generated through recurring tuition and care fees charged to enrolled families. The technology stack is not a meaningful component of the value proposition; differentiation is positioned around centre quality, curriculum design, educator experience, and geographic convenience rather than technical infrastructure.

Mayfield's revenue model is recurring consumer tuition across a distributed base of households, with no disclosed pricing tiers, no enterprise contracts, and no franchise or licensing revenue stream. Its go-to-market motion is direct-to-consumer via physical centre presence, centre tours, and community word-of-mouth, supported by a corporate website that serves both customer-acquisition and investor-relations functions. The publicly disclosed 'Sell Your Centre' page indicates an active acquisition appetite to grow the centre portfolio, supplementing organic centre openings. The company is governed by a Board and Management team, operates as an independent listed entity on the ASX, and has no disclosed parent company or subsidiary structure.

Name

Mayfield Childcare

Legal name

Mayfield Childcare Limited

Website

https://mayfieldchildcare.com.au

Company type

Public

Founded year

2016

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Mayfield Childcare Limited (ASX: MFD) operates 45 long day care centres across Victoria, Queensland, and South Australia, providing early childhood education and accredited kindergarten programs to over 3,600 families through more than 1,000 educators.

Ownership category

akta.pro rank

Product category

Childcare Services

NAICS

Child Care Services (62441), Child Care Services (6244), Elementary and Secondary Schools (611110)

SIC

Services-Child Day Care Services (8351), Services-Educational Services (8200)

akta.pro primary industry

Full-Day Childcare Centers (EDACAAAA)

akta.pro secondary industry

Part-Day Childcare Centers (EDACAAAB)

Keywords

• Long day childcare
• Early childhood education
• Childcare centre operations
• Kindergarten programs
• Play-based learning

Headquarters

HQ city

Malvern

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Childcare Services Revenue: Mayfield generates revenue through tuition and care fees charged to families for long day care services at their 45 owned and operated centres. Families pay for childcare and early education services, which represents recurring revenue from enrolled children.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Mayfield Childcare Limited owns and operates 45 long day care centres across Victoria, Queensland, and South Australia, delivering childcare and early education services to over 3,600 families with children aged six weeks to six years. The centres provide play-based learning programs and many include fully accredited kindergarten programs, delivered by more than 1,000 early childhood educators.

Product overview

Mayfield Childcare operates a single unified service offering: 45 long day care care centres across Victoria, Queensland, and South Australia serving over 3,600 families. The core offering is long day care services for children aged six weeks to six years, with many centres including a fully accredited kindergarten program. Additional offerings include play-based learning programs that are emergent in nature and extended by a calendar of excursions, incursions, community events, and cultural celebrations.

Differentiator

Problem solved

Functional benefit

Products and services

• Long Day Care Services

Quantifiable outcome

• Serves over 3,600 families with 4,000+ licensed places across 45 centres

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves1 record

Expansion highlights4 records

Others

• Guardian Childcare & Education:

Broad incumbents

• KinderCare Learning Companies: One of the largest US-based early childhood education providers (NYSE: KLC) operating thousands of centres. Comparable business model — recurring, government-and-family funded long day care and kindergarten — though not directly competing in Australia.
• Busy Bees Australia: Australian arm of global childcare giant Busy Bees, which operates thousands of centres worldwide. Directly competes with Mayfield in the Australian long day care segment but benefits from substantially greater scale and brand resources.
• Bright Horizons Family Solutions: Global early education and childcare operator (NYSE: BFAM) with a sizeable Australian presence. Overlapping long day care and kindergarten offerings make it a comparable model, though its centre network spans multiple countries.

Direct peers

• G8 Education Limited: ASX-listed (ASX: GEM) Australian childcare operator running ~400+ centres across the country. Direct competitor with the same long day care model, government-subsidy-exposed revenue, and roll-up strategy — but at substantially greater scale than Mayfield.
• Goodstart Early Learning: Australia's largest non-profit early childhood education provider with ~650 centres, jointly owned by four major community organisations. Competes head-to-head with Mayfield on long day care services, kindergarten programs, and educator-led curriculum.
• Affinity Education Group: Australian operator of ~200 childcare centres including the Affinity Education, Papilio, and Milestones brands. Direct competitor on long day care services for ages 6 weeks to 6 years and accredited kindergarten programs.
• Edge Early Learning: ASX-listed (ASX: EDG) Australian childcare operator with a smaller but comparable centre footprint and an identical long day care / kindergarten offering, competing for the same families and acquisition targets.
• Only About Children (OAC): Australian premium early learning provider with campuses across Sydney, Melbourne, and Brisbane delivering long day care and kindergarten using a similar play-based, educator-led model as Mayfield.

Regional players

• Evolve Education Group: New Zealand-listed (NZX: EVO) early childhood education operator with a comparable long day care and kindergarten offering. Same model and regulatory exposure but operates exclusively across the Tasman, making it a geographic analogue rather than a direct Australian competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Customer concentration

• LinkedInlinkedin.com/company/mayfield-childcare-limited

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Mayfield Childcare