What Let Mommy Sleep does

Let Mommy Sleep is a U.S.-based newborn and postpartum care services company founded in 2010 by Denise Iacona Stern in Fairfax Station, Virginia, and operating as Let Mommy Sleep Franchising, LLC. The company delivers in-home overnight care, typically from 10pm to 7am, to new and expecting parents through a network of Registered Nurses (RNs and LPNs) and Certified Night Nannies, organized across 26 franchise territories spanning 23+ named U.S. metropolitan markets. Its core RN-Led First Week Model is positioned to bridge the clinical gap between hospital discharge and the standard six-week obstetric follow-up by providing early intervention, lactation support, postpartum mental and physical assessments, and twins-specific protocols that the company claims are unique among national networks.

The portfolio spans four primary revenue streams: usage-based overnight newborn care billed weekly with rates varying by geography; professional-services revenue from Baby Basics Classes at $100 per hour and postpartum RN visits including 15-minute virtual consultations; B2B managed services delivered through employer benefit platforms, notably Maven Clinic and the Inova Employee Benefits Program serving 200+ companies; and franchise licensing at $29,000 per territory with two weeks of training and county-level territory protection. Supporting monetization includes the NewbornCareAcademy online education platform, the NAPS Night Doula Certificate positioned as a voluntary industry credential overseen by an independent RN advisory board, gift certificates, and Affirm installment financing. The wholly-owned 501(c)(3) affiliate Mission: Sleep provides free overnight care to military and first-responder families.

Let Mommy Sleep's distinctive position rests on three assets: the only government contract (2015-2020) ever awarded to a U.S. agency to teach Newborn Care, with curriculum adopted by INOVA Health, AWHONN, and home health agencies; the only nationally operating newborn care network with documented twins-specific protocols covering tandem feeding and coordinated sleep scheduling; and a media profile including Harvard Business Review, the Today Show, Fox Business, Parents Magazine, and a White House Summit on Working Families invitation. The organization reports over 1 million hours of in-home newborn care delivered since founding and operates with an 11-50 employee corporate footprint alongside independently operated franchise owners.

Name

Let Mommy Sleep

Legal name

Let Mommy Sleep Franchising, LLC

Website

https://letmommysleep.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Let Mommy Sleep, a Fairfax Station, Virginia company founded in 2010, provides RN-led overnight newborn care, postpartum visits, and parenting classes to U.S. families across 26 franchise territories. It licenses the NAPS caregiver certification and serves enterprises via Maven Clinic and Inova Health benefit programs.

Ownership category

akta.pro rank

Product category

Postpartum and Newborn Care Services

NAICS

Child Care Services (62441), Home Health Care Services (62161)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

Overnight Newborn Care & Sleep Support (NCS) (HSAAACAB)

akta.pro secondary industries

Postpartum Overnight Support (Parent Rest Support) (HSAAADAF), Overnight Newborn Care (Night Nurse) (HSAAADAA), Overnight Sleep Coaching & Night-Weaning Support (Non-Clinical) (HSAAADAI), Night Nanny/Overnight Care Placement (HSAAALAF)

Keywords

• Overnight newborn care
• Postpartum support services
• Night nanny care
• Registered nurse home visits
• Twins postpartum care

Headquarters

HQ city

Fairfax Station

HQ country

United States

HQ region

North America

Offices23 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Overnight Newborn Care Services: Hourly overnight care by Registered Nurses (RN/LPN) and Certified Night Nannies/Newborn Care Providers. Typical shift 10pm-7am. Revenue is usage-based, billed weekly with rates varying by geographic market.
2. Baby Basics Classes and Postpartum Visits: In-home or virtual education classes and postpartum RN visits. Classes $100/hour, typically 1-2 hours. Virtual postpartum doula visits available in 15-minute increments.
3. Franchise Licensing: Franchise partners pay $29,000 to license Let Mommy Sleep brand and receive training, territory protection, and ongoing support. Creates recurring licensing revenue and expands service footprint.
4. Corporate Care Programs: B2B contracts with employers to provide postpartum care as employee benefit. Companies add service to benefit packages or employees access through platforms like Maven.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Let Mommy Sleep provides overnight, in-home newborn and postpartum care delivered by Registered Nurses and trained NAPS-certified postpartum doulas to families with newborns, including specialized care protocols for twins and the first postpartum week. The company also offers group Baby Basics classes, in-home and virtual postpartum visits, corporate employee-benefit programs, gift certificates, and operates a franchise system plus the affiliated Mission: Sleep 501(c)(3).

Product overview

Let Mommy Sleep is a services company offering a portfolio of postpartum and newborn care offerings. The core service is Overnight Newborn Care provided by Registered Nurses (RN/LPN) and Certified Night Nannies, typically from 10pm-7am. Supporting services include Baby Basics Classes taught by RNs, Postpartum Visits with clinical assessments, and Virtual Postpartum Doula Visits for on-demand support. Corporate Care extends these services to employers as employee benefits. The company also operates Mission: Sleep, a 501c3 non-profit providing free care to military and first responders. Education offerings include the NAPS Night Doula Certificate and NewbornCareAcademy online platform. The company was founded in 2010, holds government contract-awarded training curriculum, and operates across 26 territories nationally through a franchise/licensing model.

Differentiator

Problem solved

Functional benefit

Brands

• Mission: Sleep: 501c3 non-profit arm of Let Mommy Sleep providing free newborn care to military and first responder families whose babies arrive when a parent is deployed, wounded or deceased.

Products and services

• Overnight Newborn Care In-home overnight shifts where Registered Nurses and NAPS-certified postpartum doulas care for the newborn so parents can rest and recover during the postpartum period.
• Night Nanny for Twins Care
• Postpartum Visits
• Virtual Postpartum Doula Visits
• Baby Basics Class
• Corporate Care
• Mission: Sleep
• NAPS Night Doula Certificate
• NewbornCareAcademy
• Sleep Gift Certificates
• Let Mommy Sleep Franchise Program

Quantifiable outcome

• 1 million+ hours of in-home newborn care provided since 2010
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• Cribs for KidscoreStrategic or Co-development PartnerLet Mommy Sleep is a partner organization of Cribs for Kids, a national nonprofit dedicated to infant safe sleep education and SIDS prevention. Every caregiver is a certified Safe Sleep Ambassador bringing evidence-based safe sleep standards into families' homes.
• Newborn Care Certified / NAPS Advisory BoardcoreStrategic or Co-development PartnerThird-party clinical advisory board of Registered Nurses and postpartum subject matter experts that oversees the NAPS Night Doula Certificate, ensuring independent credentialing standards for the newborn care industry.
• Inova Health SystemflagshipStrategic or Co-development PartnerInova Employee Benefits Program includes Let Mommy Sleep postpartum care services, currently serving over 200 companies. Featured on TODAY.com and Parents Magazine as corporate wellness offering.
• Maven CliniccoreChannel Partner/ Reseller/ DistributorMaven Clinic, the best-in-class employee benefit for maternal health, includes Let Mommy Sleep services in its postpartum care offerings. Employees can access in-home overnight newborn care through Maven's platform.
• AWHONNminorStrategic or Co-development PartnerAssociation of Women's Health, Obstetric and Neonatal Nurses uses Let Mommy Sleep's government contract-awarded newborn care curriculum in their educational programs.
• Mission: Sleep (501c3)coreOthersLet Mommy Sleep's nonprofit arm providing free overnight newborn care to military and first responder families where a parent is deployed, wounded, or deceased. Featured on FOXNews, ABC7, with support from Senator Tim Kaine and Governor Ralph Northam.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Newborn Nightingales: U.S. agency providing in-home overnight newborn care with RNs and night nannies — same direct-to-consumer model, single-baby and multiples care, and similar geographic coverage.
• Maven Clinic: Virtual maternal and family health benefit platform — both a Let Mommy Sleep distribution partner and direct competitor on employer-paid postpartum support, with overlapping B2B buyer.
• The Lactation Network: In-network lactation consultant network reimbursed via employer benefits — competes for postpartum benefit dollars and shares the same B2B go-to-market via Maven, Carrot, and similar platforms.
• Pacify Health: On-demand virtual postpartum and lactation support covered under employer benefits — adjacent clinical model that competes for the same postpartum care budget and B2B benefit channel.

Broad incumbents

• Care.com: Largest U.S. consumer marketplace for sitters, nannies, and caregivers, including overnight newborn care listings — competes for the same household spend at lower price points and on broader use cases.
• Cleo: Family benefits platform offering virtual postpartum support and parental coaching to enterprise buyers — competes with LMS in the employee benefits channel while serving a broader parental journey.
• Carrot Fertility: Global fertility, family-building, and postpartum benefits platform; competes for employer budget on parental benefits and represents both an adjacent partner channel and B2B competitor.
• Sittercity: Established U.S. sitter and nanny marketplace with broad caregiver categories — competes for nanny placement dollars at consumer level, though lacks clinical/postpartum specialization.

Regional players

• Urbansitter: U.S. urban-focused nanny and sitter marketplace covering newborn care needs in major metros — partial product overlap (overnight newborn care requests) with broadly consumer rather than clinical positioning.

Emerging players

• Postpartum Support International: Non-profit advocacy and provider directory for postpartum mental health and perinatal mood disorders — adjacent mission and audience for postpartum support, referenced as a resource in the same parental decision journey.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LetMommySleepNightNurses
• LinkedInlinkedin.com/company/let-mommy-sleep-llc
• Instagraminstagram.com/letmommysleep
• TikToktiktok.com/@letmommysleep

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Let Mommy Sleep