What Nanny Care does

NannyCare.com, Inc. is a privately held online marketplace founded in 2000 and headquartered in Encinitas, California, that connects families seeking childcare with nannies, babysitters, newborn specialists, special needs caregivers, and housekeepers. The platform operates a searchable profile database where families can browse caregiver profiles (including photos, bios, work history, and references) filtered by job type, care type, and geographic radius across 70+ US metropolitan areas and select Canadian cities (Toronto, Vancouver). Families can view profiles at no cost and must purchase one of three membership plans to initiate contact with candidates, while nannies create free profiles to be discovered by families. The platform's core technical components include a private messaging system for direct family-nanny communication, a profile search infrastructure with city-specific landing pages for organic search acquisition, and integrated safety features such as recommended background check procedures and a badge system for verified credentials (background checks, CPR/First Aid certification, verified references).

NannyCare monetizes through a combination of subscription membership fees paid by families, freemium job posting tools, and transaction-based background check services (recommended at under $100 per check) that include social security verification, national criminal database searches, sex offender registry checks, county criminal searches, federal searches, and DMV reports. The company generates ancillary revenue and engagement through partnerships with ProTrainings.com for CPR/First Aid certification ($34.95 per course), GTM.com for nanny payroll tax services, and integration with Trustline for California-mandated background checks. Additional offerings include a library of free downloadable sample forms (interview questions, nanny work agreements, consent forms), educational articles covering hiring and safety topics, and a VIP Services premium tier for enhanced visibility and support.

The business is self-funded, with no institutional capital or funding rounds disclosed in the source data. NannyCare serves a purely consumer/SMB customer base — individual families on the demand side and individual caregivers on the supply side — with no enterprise or institutional clients. The company has maintained continuous operations for over 23 years, competing in a category dominated by better-capitalized platforms such as Care.com. Notable gaps in the data include no disclosed revenue figures, no management team information, no mobile application, no public API, and no AI or machine learning capabilities. The registered headcount of 5,001-10,000 almost certainly refers to registered nanny profiles rather than employees, as the operational footprint appears to be a lean online marketplace.

Name

Nanny Care

Legal name

NannyCare.com, Inc.

Website

https://nannycare.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

NannyCare.com is a privately held online marketplace founded in 2000 that connects families seeking childcare with nannies, babysitters, and caregivers across 70+ US cities and Canada. The platform operates on a freemium membership model, offering searchable caregiver profiles, background checks, and hiring resources to individual families and nannies.

Ownership category

akta.pro rank

Product category

Online Childcare Marketplace

NAICS

Child Care Services (62441), Private Households (814)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

Nanny Agency / Placement Services (HSAAABAN)

Keywords

• Online nanny marketplace
• Childcare matching platform
• Background check services
• Nanny placement services
• Family caregiver platform

Headquarters

HQ city

Encinitas

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Family Memberships: Families pay for membership plans to access and contact nanny/babysitter candidates. The platform offers 3 easy membership options with no subscription fees or hidden costs. Families can view profiles for free but must become members to contact candidates.
2. Job Posting Fees: Free job postings available for families. Some pages reference 'Free 90 day job posting' promotions.
3. Background Check Services: Platform facilitates extensive background checks for families hiring nannies. Recommended background check includes social security verification, national criminal database, sex offender registry, county criminal searches, federal search, and DMV check.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

NannyCare operates an online two-sided marketplace that connects families seeking childcare with nannies, babysitters, and caregivers. Families browse profiles for free and purchase membership plans to contact candidates, while nannies create free profiles to be discovered by local families. The platform supports background check services, direct private messaging, and provides hiring resources including sample forms, articles, and screening guides across 70+ US and Canadian cities.

Product overview

NannyCare.com is an online childcare matching platform that connects families with nannies, babysitters, and caregivers. The core offering consists of a profile database where families can search and contact pre-screened caregivers, supplemented by background check services, free downloadable sample forms (interview questions, contracts, consent forms), and educational articles. The platform operates on a membership model with three plan options. Additional offerings include CPR/First Aid training partnerships, safety resources, tax guidance, and VIP premium services. The company has been operating since 2000 and covers cities across the United States and Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• Family Membership Plans Three-tier membership options enabling families to contact nanny and babysitter candidates on the platform. Profiles can be browsed for free, but a paid membership is required to initiate contact with candidates.
• Background Check Services Transaction-based background check service for families hiring nannies. Includes social security verification, national criminal database search, sex offender registry check, county criminal searches, federal search, and DMV report. Recommended cost is less than $100.
• VIP Services Premium enhanced services for families and nannies seeking additional support and visibility on the platform.
• CPR/First Aid Certification Course Online CPR and First Aid certification course for adult, child, and infant care, offered at a discounted rate of $34.95 for NannyCare members through partner ProTrainings.com. Course takes 2-3 hours and results in a certification badge displayed on nanny profiles.

Quantifiable outcome

• Most families can find a nanny within a few days depending on how fast they start interviewing candidates
• +1 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor.

• Protrainings.comminorGTM or Marketing PartnerPartner for CPR and First Aid training. Offers NannyCare members discounted online CPR/First Aid course (adult, child, and infant) for $34.95, completed in 2-3 hours. Course completion results in certification badge for nanny profiles.
• ProTrainings.comminorGTM or Marketing PartnerOnline CPR/First Aid certification partner. Special rate for ProFirstAid online class at $34.95 for members.
• Loving NanniesminorChannel Partner/ Reseller/ DistributorRecommended Southern California nanny agency, established in 2000. Has helped over 5,000 nannies and families. Serves as alternative for families seeking agency services.
• GTM.comminorImplementation/ SI/ Consulting PartnerRecommended partner for nanny payroll tax services. Handles federal and state unemployment tax, FICA, and household employer compliance.
• TrustlineminorOthersCalifornia-mandated background check registry for childcare providers. Criminal background check and Child Abuse Registry check. Required for nannies working in California.
• International Nanny Association (INA)minorOthersIndustry association providing information, education, and guidance. Website provides links to INA resources including 'A Nanny for Your Family' and 'Recommended Practices for Nannies' articles.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Others

• TrustedHousesitters: TrustedHousesitters is a broader household-services marketplace that touches childcare and in-home care adjacent to NannyCare's category, though its core is house/pet sitting rather than nannying.
• Household Staffing (Placement Agencies): Household-staffing agencies operate in the same in-home childcare placement space but via traditional high-touch agency fees; NannyCare's marketplace model positions itself as a direct, lower-cost alternative.

Direct peers

• UrbanSitter: UrbanSitter is a direct competitor running an online marketplace for nannies and babysitters with a focus on urban, professional families; it overlaps directly with NannyCare's positioning and customer profile.
• Sittercity: Sittercity is a direct competitor offering a two-sided marketplace connecting families with sitters and nannies; its signup subdomain already appears in NannyCare's site navigation, suggesting affiliation or partnership, making it the closest comparable.
• GreatAuPair: GreatAuPair is a long-standing online marketplace for au pairs, nannies, and caregivers; it is comparable in offering, target family, and two-sided marketplace model, and competes for the same in-home childcare segment.

Emerging players

• Helpr: Helpr is an emerging on-demand childcare platform with employer-sponsored benefits and a mobile-first product; it overlaps with NannyCare on the family-childcare matching core but differentiates via benefits-integrated GTM.
• Au Pair World: Au Pair World is a niche placement platform for au pairs and host families; it overlaps with NannyCare's in-home childcare positioning though specialized in au pair cultural-exchange arrangements.
• Bambino: Bambino is a neighborhood-based babysitting marketplace that competes in the same family-sitter match category as NannyCare but with stronger local-network branding.
• Wyndy: Wyndy is a college-student-focused childcare marketplace; it overlaps with NannyCare's search/browse/contact flow and family target user, though its supply side is centered on students rather than career nannies.

Broad incumbents

• Care.com: Care.com is the dominant public-market incumbent in the family-care matching category, covering nannies, sitters, senior care, and pet care; its scale and brand set the comparison baseline for any niche nanny-focused marketplace.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NannyCareUSA
• Facebookfacebook.com/NannyCareUSA

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 Nanny Care