Care.com HomePay

What Care.com HomePay does

Care.com HomePay is the household payroll and tax compliance service operated within the Care.com ecosystem, provided by Breedlove and Associates, LLC, a Care.com company. Care.com, Inc. was founded in 2007 and operates a two-sided online marketplace connecting families with caregivers across four primary verticals: child care (nannies, babysitters, daycare, tutors), senior care (companion care, dementia care, respite), pet care (sitters, dog walkers, boarders), and housekeeping. The platform reports 45+ million cumulative families and caregivers since inception and operates across 20+ countries spanning North America, Europe, Australia, and New Zealand, with corporate headquarters in Burlington, Massachusetts.

The underlying technology consists of self-serve web and native iOS/Android mobile applications, with proprietary features including background check verification with badge indicators, in-platform messaging and video interview, and a peer review and rating system. Marketplace participants discover each other through location-based search and structured profile filters. HomePay layers a subscription payroll and tax-compliance service on top of the marketplace, handling employer-of-record responsibilities for households employing nannies and senior caregivers.

The business model is multi-stream and consumer-facing. Family Memberships are sold on a monthly subscription starting at $12.99/month, while HomePay services are subscription-based payroll and tax products. Supplementary revenue sources include paid business listings for early learning centers, camps, and senior living communities, and an affiliate relationship with LifeMart that delivers members approximately $1,000/yr in average savings on home products. The go-to-market motion is product-led growth: families self-serve through search, profiles, reviews, and messaging, with mobile apps enabling on-the-go access. The company monetizes primarily through recurring subscriptions rather than transactional take rates, and the customer base is highly distributed across millions of individual consumers rather than concentrated in enterprise contracts.

Name

Care.com HomePay

Legal name

Breedlove and Associates, LLC

Website

https://care.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

Care.com HomePay operates the household payroll and tax compliance service within Care.com's two-sided marketplace, connecting 45+ million families with caregivers across child, senior, pet, and housekeeping verticals in 20+ countries.

Ownership category

akta.pro rank

Product category

Online Caregiver Marketplace

NAICS

Services for the Elderly and Persons with Disabilities (624120), Child Care Services (6244), Home Health Care Services (6216), Private Households (814)

SIC

Services-Home Health Care Services (8082), Services-Social Services (8300)

akta.pro primary industry

Live-In Care (Single Caregiver, 24-Hour Presence) (HSABAHAB)

akta.pro secondary industries

Dementia Personal Care (ADLs) Support (HSABAEAB), Live-Out Nanny Services (HSAAABAB), Caregiver Support & Education Programs (Center-Based) (HSABANAN)

Keywords

• Caregiver marketplace
• Household payroll services
• Nanny tax compliance
• Child care platform
• Senior care matching

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Family Membership Subscriptions: Families pay monthly subscription fees to access the marketplace, message caregivers, book services, and receive discounts. Plans start at $12.99/mo with tiered pricing for additional features.
2. HomePay Payroll and Tax Services: Households employing nannies or senior caregivers pay for payroll processing, tax calculation, and compliance services through HomePay.
3. Business Listings: Early learning centers, activity camps, and senior living communities can list their businesses on the platform for a fee.
4. Exclusive Discounts/Member Benefits: LifeMart platform provides exclusive discounts on home products and services, averaging $1000/yr in savings for members.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Care.com HomePay operates a two-sided online marketplace connecting families with caregivers across child care, senior care, pet care, and housekeeping categories, while also providing HomePay nanny tax and household employer payroll services through Breedlove and Associates, LLC. Families subscribe to a membership starting at $12.99/month to search, message, and book caregivers, and households employing nannies or senior caregivers can purchase HomePay for tax calculation, payroll processing, and compliance support.

Product overview

Care.com operates as a marketplace platform connecting families with quality caregivers across multiple care verticals. The core platform enables families to find and hire nannies, babysitters, senior caregivers, pet sitters, housekeepers, tutors, and other care providers. HomePay is a complementary service that provides nanny tax help and household employment tax compliance support to families who employ caregivers.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 45+ million families and caregivers have turned to Care.com
• +3 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Breedlove and Associates, LLCcoreStrategic or Co-development PartnerHomePay services for nanny tax help and household payroll are provided by Breedlove and Associates, LLC, a Care.com company. This subsidiary handles employer-of-record responsibilities, tax calculations, and compliance for households employing nannies and senior caregivers.
• LifeMartminorGTM or Marketing PartnerLifeMart platform provides exclusive member discounts on home products and services, averaging $1,000/yr in savings. Discounts available to Care.com members create added value from the membership.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Papa: Papa is a senior companionship and family assistance platform connecting older adults with 'Papa Pals' for non-medical support. It directly competes with Care.com's senior care vertical but with a focus on companionship and benefits-funded payment models.
• Homethrive: Homethrive provides tech-enabled family caregiver support and senior care concierge services. It overlaps with Care.com's senior care vertical but emphasizes a hybrid human+tech model rather than pure marketplace.

Direct peers

• Handy (Angie's): Handy is a marketplace for household cleaning and home services, directly competing with Care.com's housekeeping vertical. Both operate platform models connecting households with service providers.
• GreatAuPair: GreatAuPair is an au pair and nanny placement platform with a long-standing presence in the live-in childcare market. It directly competes with Care.com's nanny and au pair services using a similar subscription and listing model.
• Sittercity: Sittercity is a direct competitor in the nanny and babysitter marketplace, with comparable background checks, reviews, and subscription-based family membership. It competes most directly with Care.com's child care vertical.
• A Place for Mom: A Place for Mom is the leading senior care referral service connecting families with assisted living, memory care, and home care. It is a direct competitor in senior care discovery, though with a heavier focus on residential placement than in-home care.
• CareLinx: CareLinx is a senior home care marketplace connecting families with in-home caregivers for non-medical and skilled care. It competes directly with Care.com's senior care vertical and has been acquired by Inspira Financial.
• Rover.com: Rover is the dominant pet care marketplace (dog walking, pet sitting, boarding) and directly competes with Care.com's pet care vertical. Both operate two-sided marketplaces connecting pet owners with caregivers using similar background-check and review mechanisms.
• UrbanSitter: UrbanSitter is a nanny/babysitter marketplace emphasizing social network connections and parent-to-parent referrals. It is a direct competitor in the child care vertical with similar tech stack and value proposition.

Regional players

• Trusted (UK): Trusted is a UK-based childcare and elder care platform that competes with Care.com in the UK market specifically. It uses a similar marketplace model with background checks and reviews.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/myHomePay
• Facebookfacebook.com/carecom
• LinkedInlinkedin.com/company/care-com

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Care.com HomePay