TLC for Kids
TLC for Kids is a privately held, 40-year-old nanny and caregiving placement agency headquartered in St. Louis that matches families, corporate employers, event planners, and senior care clients with pre-vetted caregivers across 9+ U.S. metropolitan markets using a concierge placement model.
- Company typePrivate
- Founded1985
- HeadquartersSt Louis, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What TLC for Kids does
TLC for Kids, operating under the consumer-facing brand TLC Family Care, is a privately held nanny and caregiving placement agency founded in 1985 and headquartered in St. Louis, Missouri. The company functions as a full-service concierge agency matching families with pre-vetted professional caregivers, rather than a technology platform. Core service lines include long-term nanny and household manager placements, short-term/24-7 babysitting, newborn and postpartum care specialists, in-room hotel babysitters, event and wedding group staffing, daycare substitute staffing, senior companion care, and employer-sponsored backup care. TLC applies a proprietary 8-step caregiver screening process encompassing in-person interviews, reference and background verification, and CPR/First Aid certification, and maintains a stated 96% placement success rate on its premium concierge service.
The agency operates across 9+ U.S. metropolitan markets (Atlanta, Austin, Charlotte, Chicago, South Florida, St. Louis, Nashville, Orlando, and surrounding areas) with dedicated regional phone operations and a location-targeted SEO presence. Customer segments span high-net-worth families seeking private nannies, working parents needing short-term sitters, event planners and venues requiring group childcare, traveling families, and corporate employers (approximately 50 Fortune 500 companies) utilizing TLC for employer-sponsored backup childcare and senior companion benefits. Pricing is usage-based across hourly tiers ($18-$35/hour depending on service and experience), weekly for live-in and full-time nanny placements ($900-$1,500+/week plus benefits), and event-based for group childcare.
The company remains under co-ownership of founder Sharon Graff Radell and her sister Stephanie Graff, with no disclosed external investors, parent company, or funding rounds. The leadership team includes specialists in long-term placement, short-term childcare, newborn care, recruiting, HR, marketing, and operations, with office staff averaging 15+ years of tenure. Distribution is predominantly direct-to-consumer via the tlcforkids.com website, phone-based inside sales, personal placement consultations, and an online member portal, supplemented by organic social across Facebook, Instagram, LinkedIn, Pinterest, YouTube, and TikTok, plus a content marketing blog. The firm holds a Florida Agency for Health Care Administration (AHCA) license (No. 233557) enabling regulated senior companion care services.
TLC for Kids firmographics
Firmographics- Name
- TLC for Kids
- Legal name
- TLC For Kids Inc.
- Website
- https://tlcforkids.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- TLC for Kids is a privately held, 40-year-old nanny and caregiving placement agency headquartered in St. Louis that matches families, corporate employers, event planners, and senior care clients with pre-vetted caregivers across 9+ U.S. metropolitan markets using a concierge placement model.
- Ownership category
- akta.pro rank
TLC for Kids industry classification
Industry- Product category
- Nanny and Childcare Placement Services
- 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
- Temporary / Short-Term Nanny (Fill-In) Services (HSAAABAF), Full-Time Nanny Placement Agencies (HSAAALAB), School Closure & Weather/Emergency Daytime Coverage (HSAAAJAH), Nanny & In-Home Infant/Toddler Care Services (EDACAGAE), Event & Wedding Babysitting (Kids’ Corner/Group Sitting) (HSAAAAAE)
Keywords
Where TLC for Kids is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
TLC for Kids business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Caregiver Placement Services: TLC places professional nannies with families through personalized matching services. Families are matched with thoroughly screened, pre-vetted nannies for long-term placements.
- Short-term/Babysitting Services: On-demand and scheduled babysitting services with vetted sitters available 24/7 for date nights, last-minute care, and holidays. Revenue generated through hourly service fees.
- Corporate Backup Care: Employer-sponsored backup childcare and senior companion services provided to Fortune 500 companies for their employees when regular care is unavailable.
- Event Childcare Staffing: Staffing services for weddings, corporate events, conventions, and religious organizations with professional nannies. Rates vary based on group size, event length, and location.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Weekly | TLC Family Employed Nanny (Full-time) |
| Per seat | Hourly | TLC Family Employed Nanny (Part-time) |
| Usage-based | Hourly | TLC Staff Nanny for Corporate Back-Up Care |
| Usage-based | Hourly | Daycare Subs, Short-term, and Full Time Babysitters |
| Usage-based | Hourly | Newborn Care Providers |
| Usage-based | Hourly | Senior Companion Caregivers |
| Usage-based | Hourly | Companion Care Jobs (Chicago) |
| Usage-based | Hourly | Babysitter Jobs (Richmond, VA) |
| Usage-based | Hourly | Companion Care Jobs (Miami) |
| Usage-based | Event-based | Event Childcare |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels6 records
TLC for Kids product offering
Product offeringCore offering
TLC for Kids is a concierge nanny and childcare placement agency that recruits, screens, and matches vetted caregivers with families and organizations. Its core offerings include long-term nanny placements, short-term babysitting services, newborn care specialists, hotel/vacation sitters, event childcare staffing, daycare substitute staffing, and adult/senior companion care, delivered across multiple U.S. metropolitan markets.
Product overview
TLC for Kids is a comprehensive nanny and caregiving agency offering a portfolio of interconnected services centered on in-home childcare and senior companion care. The core offerings include Long-term Nanny Placements for career nannies seeking permanent family positions, and Short-term Babysitting Services for as-needed or on-demand childcare. Supporting services include Newborn Care Specialists for infant support, Hotel Babysitters for travelers, Event & Wedding Staffing for group childcare at occasions, Daycare Staffing for institutional backup, and Adult Companion Care for seniors. The company also offers Employer Sponsored Backup Care as a corporate benefit product, Nanny Consulting for employment guidance, and a premium Private Concierge Placement service for high-net-worth families. Services span multiple geographic markets across the U.S.
Differentiator
Problem solved
Functional benefit
Products and services
- Long-term Nanny and Household Manager Placements
Quantifiable outcome
- 96% successful placement rate achieved by placement specialist Debbie in 2025
- +1 more outcomes
Companies that use TLC for Kids
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles4 records
TLC for Kids technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
TLC for Kids partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered notable, core and minor.
- St. Louis BluesnotableTLC provides professional childcare services for the St. Louis Blues professional ice hockey team, including backup care for players and staff during games at the Enterprise Center. This high-profile partnership demonstrates TLC's credibility in providing trusted childcare services.
- Fortune 500 Companies (50)coreTLC provides employer-sponsored backup care services to approximately 50 Fortune 500 companies, serving as a benefits provider for corporate employees who need temporary childcare when regular care is unavailable.
- International Nanny Association (INA)coreTLC co-founder Sharon Graff served on the INA Board of Directors for 16 years, establishing industry standards for nanny agencies in the U.S. TLC maintains active membership and participates in INA conferences and training initiatives.
- NannypaloozaminorTLC's Sue Downey co-founded Nannypalooza, a conference for nannies now celebrating 20 years, which hosts interNational Nanny Training Day and provides education to nannies globally.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
TLC for Kids competitors and assessment
Company assessmentDirect peers
- Care.com: Care.com is the largest online marketplace connecting families with nannies, babysitters, and senior caregivers. It directly competes with TLC in the placement/search category but operates a self-serve subscription marketplace model rather than TLC's concierge matching model.
- Sittercity: Sittercity is an online marketplace platform for finding babysitters, nannies, and caregivers. It directly competes with TLC for the same families seeking childcare but executes through a tech-first marketplace rather than TLC's high-touch placement model.
- UrbanSitter: UrbanSitter is a mobile-focused marketplace for booking sitters, including a sitter-network feature leveraging parents' social connections. It is a direct competitor in the on-demand babysitting space that TLC serves.
- Nanny Poppinz: Nanny Poppinz is a nanny placement agency operating in multiple US markets, similar in service model to TLC's full-service placement agency offering vetted long-term nanny searches.
- British American Household Staffing (BAHS): BAHS is a full-service household staffing agency placing nannies, housekeepers, and estate staff. It directly competes with TLC in the long-term nanny placement category at the high end of the market.
Broad incumbents
- Bright Horizons Family Solutions: Bright Horizons is the dominant provider of employer-sponsored backup care (Center-Based, In-Home, and Self-Selected Care) and competes head-to-head with TLC for Fortune 500 corporate-benefits contracts. It is a substantially larger, publicly traded incumbent offering a broader portfolio than TLC's concierge placement services.
- Visiting Angels: Visiting Angels is a large senior home-care franchise network. TLC's adult companion care service competes for the same affluent families needing senior support; Visiting Angels is a broader, franchise-based incumbent.
Emerging players
- Adventure Nannies: Adventure Nannies specializes in placing nannies for travel, villa, and private-estate positions. It overlaps with TLC's premium/private-concierge and travel-event nanny offerings but with a more boutique focus.
- Wellthy: Wellthy is a concierge care-support platform offering backup child and elder care as an employer benefit. It competes with TLC for corporate backup-care contracts but executes through a digital care-coordinator model rather than TLC's caregiver-placement model.
Regional players
- Wondersitter: Wondersitter is an event-childcare staffing company providing on-site childcare at weddings, corporate events, and conferences. It overlaps with TLC's event & wedding staffing service line in the same use cases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
TLC for Kids social profiles
Digital presenceTLC for Kids financial estimates
Financial estimateRevenue estimate
Valuation estimate
TLC for Kids leadership team
Management profileNumber of profiles
Profiles14 records
TLC for Kids funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TLC for Kids M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TLC for Kids
What does TLC for Kids do?
TLC for Kids is a concierge nanny and childcare placement agency that recruits, screens, and matches vetted caregivers with families and organizations. Its core offerings include long-term nanny placements, short-term babysitting services, newborn care specialists, hotel/vacation sitters, event childcare staffing, daycare substitute staffing, and adult/senior companion care, delivered across multiple U.S. metropolitan markets.
Is TLC for Kids a public or private company?
TLC for Kids is a private company. It is classified as family owned and is currently operating.
When was TLC for Kids founded?
TLC for Kids was founded in 1985. It employs 1 to 10 people.
Where is TLC for Kids based?
TLC for Kids is headquartered in St Louis, United States, in the North America region.
How does TLC for Kids make money?
Four revenue lines are on record. Caregiver Placement Services are the primary driver. The others are short-term/Babysitting Services, corporate Backup Care and event Childcare Staffing.
Who are TLC for Kids's main competitors?
Direct peers on record are Care.com, Sittercity, UrbanSitter, Nanny Poppinz and British American Household Staffing (BAHS). Broad incumbents are Bright Horizons Family Solutions and Visiting Angels. Emerging players are Adventure Nannies and Wellthy. Wondersitter is listed as a regional player.
Does TLC for Kids have an API?
No public API is recorded for TLC for Kids.
What industry is TLC for Kids in?
TLC for Kids's product category is Nanny and Childcare Placement Services. Its primary akta.pro industry code is HSAAALAA, General Babysitter/Nanny Placement Agencies, with a secondary code of HSAAABAF, Temporary / Short-Term Nanny (Fill-In) Services. Its NAICS code is 62441 and its SIC code is 8351.