Sitly
Sitly operates a two-sided online marketplace connecting parents with local babysitters across 20 countries in Europe, the Americas, and Asia. Founded in 2012 in Amsterdam, the platform serves 15 million users via localized web and mobile apps under a freemium-to-premium subscription model.
- Company typePrivate
- Founded2012
- HeadquartersAmsterdam, Netherlands
- Headcount1,001–5,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What Sitly does
Sitly operates a two-sided online marketplace that connects parents seeking childcare with local babysitters. The platform is accessible via web and native mobile applications on iOS and Android, and serves approximately 15 million users across 20 countries in Europe, the Americas, and Asia. Each market has its own localized version of the platform in the relevant language(s), and the company is headquartered in Amsterdam, the Netherlands, where it was founded in 2012 by Jules van Bruggen after the concept originated as a personal side project in 2009. The primary customer segments are parents looking for reliable, flexible, in-home childcare and babysitters (students, professionals, and experienced carers) seeking flexible work; the two segments engage with one another directly rather than through the company as an employment intermediary.
The core product is a matching platform with structured babysitter profiles (photos, introductions, verified reviews), search and filter functionality by location, availability, experience, and reviews, and a direct messaging system that becomes fully accessible only on the paid tier. Underlying technology is a multi-country, multi-language web and mobile stack with profile moderation and GDPR-compliant data handling across European markets. The company has executed two acquisitions — Oppassers.nl (2015) and Oppasbron (2020) — to consolidate the Dutch market, and has expanded country-by-country since 2011, most recently adding six European markets in 2026.
Sitly monetizes exclusively through a freemium-to-premium subscription model. Free accounts allow profile creation, browsing, favoriting, limited applicant visibility for parents, and up to three free invites for babysitters; a paid Premium membership unlocks direct messaging, full profile viewing, the full applicant list for parents, and unlimited invites for babysitters. Pricing is not publicly disclosed at a group level and varies by market. The company is privately held, founder-led, and operates with a headcount of 11–50 employees, with no disclosed external funding rounds in the available source material.
Sitly firmographics
Firmographics- Name
- Sitly
- Legal name
- Sitly
- Website
- https://sitly.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Sitly operates a two-sided online marketplace connecting parents with local babysitters across 20 countries in Europe, the Americas, and Asia. Founded in 2012 in Amsterdam, the platform serves 15 million users via localized web and mobile apps under a freemium-to-premium subscription model.
- Ownership category
- akta.pro rank
Sitly industry classification
Industry- Product category
- Childcare Marketplace
- NAICS
- Child Care Services (6244)
- SIC
- Services-Child Day Care Services (8351)
- akta.pro primary industry
- General Babysitter/Nanny Placement Agencies (HSAAALAA)
- akta.pro secondary industries
- Weekend & Short-Term Babysitting (HSAAAAAB), On-Call & Last-Minute Babysitting (HSAAAAAC)
Keywords
Where Sitly is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Sitly business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Premium Membership - Parents: Parents can upgrade to premium membership which unlocks the ability to see who applied to their job, view full babysitter profiles, and send/receive messages. Pricing varies by market.
- Premium Membership - Babysitters: Babysitters can upgrade to premium membership which unlocks unlimited invites to parents and messaging capabilities. Pricing varies by market.
- Freemium Platform Access: Free accounts allow users to create profiles, browse the platform, mark favorites, and for babysitters - send up to 3 free invites to parents. This serves as a funnel for premium conversions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free Account - Basic access for parents and babysitters |
| Subscription | Monthly | Premium Membership - Extended access with messaging |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Sitly product offering
Product offeringCore offering
Sitly operates an online and mobile babysitter-parent matching platform available across 20 countries. Parents create profiles to search and filter local babysitters by location, availability, experience, and reviews, then connect via direct messaging. Babysitters create profiles to be found by families, with a freemium model where free accounts allow browsing and limited contact, while Premium Membership unlocks messaging, full profile viewing, and unlimited invites.
Product overview
Sitly is a unified babysitter-parent matching platform accessible via web and mobile app (iOS and Android). The core Sitly Platform enables parents to search, filter, and connect with local babysitters through profiles with photos, introductions, and verified reviews, plus direct messaging. A Premium Membership add-on tier extends access with message sending/receiving, full profile viewing, job application visibility, and unlimited invites for a fee that varies by market.
Differentiator
Problem solved
Functional benefit
Products and services
- Sitly Platform Online and mobile babysitter-parent matching platform enabling parents to search, filter, and connect with local babysitters based on location, availability, experience, and reviews. Includes profile management, direct messaging, and verified user reviews. Available via web and native iOS and Android apps across 20 countries.
- Premium Membership Paid subscription tier offering extended platform access for both parents and babysitters. For parents, it unlocks the ability to send and receive messages, view full babysitter profiles, and see who applied to their jobs. For babysitters, it enables unlimited invites to parents and full messaging capabilities. Pricing varies by country/market and is billed monthly.
Quantifiable outcome
- 40-70% of users use Sitly to balance career and childcare
- +1 more outcomes
Companies that use Sitly
Customer profileSegments2 records
Ideal customer profiles2 records
Sitly technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Sitly partnerships and signals
Strategic signalScale indicators5 records
Recent moves18 records
Expansion highlights6 records
Sitly competitors and assessment
Company assessmentDirect peers
- GreatAuPair: U.S. au pair and caregiver matching service with subscription plans for families. Comparable as a paid-membership childcare matching platform, though more focused on long-term live-in arrangements than on-demand babysitting.
- Yoopies: European-based platform for childcare and domestic help (babysitters, nannies, childminders) operating across France, Italy, Spain, the UK and Germany. Highly comparable as a continental European babysitter marketplace with subscription monetization.
- Babysits: Amsterdam-based international babysitter marketplace operating across Europe, Latin America and other regions with a very similar product, freemium model, and multi-country localization strategy. Closest direct competitor to Sitly in both geography and category.
- Sittercity: Long-standing U.S. babysitter and nanny matching platform offering parent and sitter memberships. Closely aligned business model to Sitly (subscription-gated messaging/contact), though concentrated in North America.
- UrbanSister: U.S.-focused online marketplace connecting parents with vetted babysitters via background checks and sitter profiles. Operates the same two-sided matching model as Sitly but with stronger focus on the American market.
Emerging players
- Helpr: Employer- and parent-facing childcare platform offering on-demand backup care, including babysitting, with a tech-forward app experience. Comparable as a digital childcare marketplace, though more oriented to employer-sponsored programs.
- Nanny Lane: U.S. nanny and babysitter search platform with parent/sitter profiles and messaging. Adjacent marketplace with the same two-sided matching mechanic, though with a smaller geographic footprint.
- Bubble (by Sittercity): On-demand babysitting booking product from Sittercity. Comparable as a real-time booking layer on top of a babysitter marketplace; signals the direction incumbents are taking to compete with newer platforms like Sitly.
Broad incumbents
- Care.com: The largest global online marketplace for finding and managing family care, including babysitters, nannies, and senior caregivers. Directly comparable to Sitly as a two-sided childcare matching platform with subscription monetization, though Care.com is much larger, U.S.-anchored, and IAC-owned.
Others
- TaskRabbit: Two-sided marketplace for local services including some childcare-adjacent tasks. Not a direct babysitter competitor but comparable as a horizontal local-services marketplace with a similar self-serve, app-based, localized model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sitly social profiles
Digital presenceSitly compliance and trust
Trust signalCompliance1 record
Sitly financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sitly leadership team
Management profileNumber of profiles
Profiles2 records
Sitly funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sitly M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sitly
What does Sitly do?
Sitly operates an online and mobile babysitter-parent matching platform available across 20 countries. Parents create profiles to search and filter local babysitters by location, availability, experience, and reviews, then connect via direct messaging. Babysitters create profiles to be found by families, with a freemium model where free accounts allow browsing and limited contact, while Premium Membership unlocks messaging, full profile viewing, and unlimited invites.
Is Sitly a public or private company?
Sitly is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sitly founded?
Sitly was founded in 2012. It employs 1,001 to 5,000 people.
Where is Sitly based?
Sitly is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Sitly make money?
Three revenue lines are on record. Premium Membership - Parents are the primary driver. The others are premium Membership - Babysitters and freemium Platform Access.
Who are Sitly's main competitors?
Direct peers on record are GreatAuPair, Yoopies, Babysits, Sittercity and UrbanSister. Emerging players are Helpr, Nanny Lane and Bubble (by Sittercity). Care.com is listed as a broad incumbent. TaskRabbit is listed as an others.
Does Sitly have an API?
No public API is recorded for Sitly.
What industry is Sitly in?
Sitly's product category is Childcare Marketplace. Its primary akta.pro industry code is HSAAALAA, General Babysitter/Nanny Placement Agencies, with a secondary code of HSAAAAAB, Weekend & Short-Term Babysitting. Its NAICS code is 6244 and its SIC code is 8351.