Mom's Best Friend

What Mom's Best Friend does

Mom's Best Friend, founded in 1994 in Austin, Texas, is a privately held, woman-owned staffing agency that recruits, vets, and places childcare and household staff for affluent family households. Operated through three sub-brands — MBF Household Staffing and MBF Senior Care as wholly owned divisions, plus sister brand Jovie for backup sitting — the agency covers nanny placement, overnight newborn care, babysitting/sitter services, housekeepers, personal assistants, household/estate managers, in-home chefs, and licensed elderly caregiver placements across Austin, Dallas/Fort Worth, Houston, and Colorado (Vail). The firm employs 51-100 people and has been active for over 30 years without any recorded outside funding event. There is no technology platform; the core operating asset is a proprietary 10-step candidate screening methodology that funnels applicants into a pipeline from which only the top 10% are presented to families.

Revenue is generated entirely through placement fees charged to client families, with pricing quote-based and not publicly disclosed. The service is free for job-seeking candidates, and a structured referral bonus program ($150-$500 in Austin, $200 in Dallas) monetizes the existing client base. The GTM motion is consultative and relationship-driven: families initiate contact via website forms, phone, or scheduled consultations; receive pre-screened candidates; benefit from a consecutive-week trial period before commitment; and are protected by a 4-month free replacement guarantee. Roughly two-thirds of placements come from returning candidates or referrals, which functions as the agency's primary growth engine and is supplemented by content marketing (blog, Instagram, Facebook, LinkedIn, YouTube, Pinterest) and active membership in APNA, the International Nanny Association, and the Domestic Estate Management Association.

The cost structure is service-heavy — local offices with in-person consultations, phone-based intake across four markets (Austin 512, Dallas 972, Houston 713, plus a Colorado referral link), and ongoing relationship management support placed families. A 2009 partnership with Breedlove & Associates and a 2022 collaboration with The Nanny Doctor (Lindsay Heller) are positioned as value-add, non-revenue referral relationships rather than integrated revenue lines. Customer mix is distributed across affluent households (estate-level clients such as the cited River Oaks Family, first-time parents, dual-income families), giving the business a long-tail, low-concentration revenue base with no anchor enterprise customers.

Name

Mom's Best Friend

Legal name

MBF Agency, Moms Best Friend

Website

https://momsbestfriend.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Mom's Best Friend is a privately held, woman-owned Austin-based staffing agency that recruits, vets, and places nannies, newborn care specialists, household staff, and senior caregivers for affluent families across Austin, Dallas/Fort Worth, Houston, and Colorado.

Ownership category

akta.pro rank

Product category

Household Staffing Services

NAICS

Child Care Services (62441), Private Households (814), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Facilities Support Management Services (8744)

akta.pro primary industry

Nanny Agency / Placement Services (HSAAABAN)

akta.pro secondary industries

General Babysitter/Nanny Placement Agencies (HSAAALAA), Parent’s Helper (Non-Infant) & Child Supervision (HSAAAGAA)

Keywords

• Nanny placement services
• Household staffing
• Senior care placement
• Childcare staffing
• Newborn care services

Headquarters

HQ city

Carrollton

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Placement Services to Client Families: Mom's Best Friend charges client families placement fees for matching them with vetted nannies and household staff. Families pay for the service of candidate pre-screening, presentation of top candidates, placement facilitation, and ongoing support. The service is free for job-seeking candidates.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Mom's Best Friend is a household staffing agency that recruits, screens, and places nannies, newborn care specialists, babysitters, housekeepers, personal assistants, estate managers, chefs, and senior caregivers with families. The agency uses a proprietary 10-step screening methodology and presents only the top 10% of candidates to client families. Placement is supported by a 4-month free replacement guarantee, and the service is free for job-seeking candidates.

Product overview

Mom's Best Friend is a multi-location childcare and household staffing agency operating since 1994. The company offers a unified service portfolio comprising three core product lines: (1) childcare services including nanny placement, overnight newborn care, and babysitter/sitter services; (2) household staffing including housekeeper, personal assistant, household/estate manager, and chef placements; and (3) senior care through its MBF Senior Care brand. The company also provides an A La Carte Screening module for families seeking standalone vetting services, and operates sister brands Jovie (for flexible sitter services) and MBF Household Staffing (for dedicated non-childcare placements). The Austin, Dallas, Houston, and Colorado locations each offer the full suite of services with location-specific landing pages.

Differentiator

Problem solved

Functional benefit

Brands

• MBF Senior Care: Senior care placement services
• MBF Household Staffing
• Jovie

Products and services

• Nanny Placement Services Full-service nanny recruitment, vetting, and placement for families, featuring a 10-step screening process, reference checks, background checks, and a 4-month replacement guarantee. Targets dual-income and high-net-worth households needing trusted, long-term childcare.
• Overnight Newborn Care Specialized overnight care for newborns and infants, provided by certified newborn care specialists with infant CPR training. Targets new parents seeking professional overnight support.
• Babysitter/Sitter Services In-home babysitting and sitter services for date nights, events, and backup childcare needs, available through the company's sister brand Jovie. Includes a 4-hour minimum booking.
• Housekeeper Placement Placement services for professional housekeepers with verified references and experience in residential home maintenance. Targets families and estates seeking reliable domestic cleaning staff.
• Personal Assistant Placement Placement services for personal assistants who provide administrative support, household management, and family organizational assistance for busy households.
• Household/Estate Manager Placement Placement services for estate managers and household managers who oversee multiple properties, vendors, and household operations. Targets affluent families with complex multi-property estates.
• Chef/Cook Placement Placement services for in-home private chefs and cooks with professional culinary experience. Targets households seeking dedicated culinary staff.
• Senior Care Services Licensed senior care placement services providing caregivers for elderly individuals, available through the company's dedicated MBF Senior Care brand. Targets families seeking professional in-home care for aging relatives.
• A La Carte Screening Services Standalone background screening and reference check services for families who prefer to hire caregivers independently but want the agency's vetting expertise.

Quantifiable outcome

• 2/3 of placements are either returning candidates or referrals
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• JoviecoreChannel Partner/ Reseller/ Distributor · 1 January 2024Sitter services sister company providing backup childcare. Membership included with Mom's Best Friend placement services. Available for date nights, nanny vacations, backup care, and events. Operates from same office with integrated service delivery.
• The Nanny Doctor (Lindsay Heller)minorStrategic or Co-development Partner · 1 January 2022Bonus service for placed clients offering nanny relationship guidance and support. Lindsay Heller is a former nanny of 10 years, licensed clinical psychologist, and mother who employs a nanny - providing unique perspective for family-nanny dynamics.
• The Settlement Home for ChildrenminorStrategic or Co-development Partner · 1 January 2015Charitable partnership with Austin facility for children. Agency sponsored creation of a Bright Space at the facility in partnership with Bright Horizons Family Solutions.
• Africa New LifeminorStrategic or Co-development Partner · 1 January 2012Charitable partnership supporting children in Africa through the agency's corporate social responsibility initiative. Video 'Caring for Children Near and Far' presented at APNA conference highlighting international impact efforts.
• Breedlove & AssociatescoreImplementation/ SI/ Consulting Partner · 1 January 2009Recommended payroll and tax service for household employees. Charges $150-200/quarter to handle payroll, direct deposit, and tax compliance. Assists families with IRS household employer requirements including W-2 processing.
• Domestic Estate Management Association (DEMA)minorOthers · 1 January 2004Membership supports estate and household manager placement services, providing industry connections and standards for luxury household staffing.
• Association of Premier Nanny Agencies (APNA)coreOthers · 1 January 1994Active organizational membership; founder Kathy Dupuy served on APNA board for multiple years. Agency participates in annual conferences and upholds APNA standards for nanny agency operations.
• International Nanny Association (INA)coreOthers · 1 January 1994Active organizational membership demonstrating commitment to industry standards and best practices in the nanny staffing sector.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Sittercity: Long-standing online platform for finding nannies, sitters, and babysitters. Competes with Mom's Best Friend on the lower-cost, self-serve end of the same family hiring decision.
• Care.com: Largest online marketplace for nannies, sitters, and senior caregivers. While not a high-touch placement agency, it is the primary alternative families compare Mom's Best Friend against on price and convenience.
• Bright Horizons: National child care, early education, and back-up care provider. The Bright Horizons Foundation partnership referenced by Mom's Best Friend signals an adjacent incumbent that touches the same family demographic.

Direct peers

• Household Staffing (NYC-based): Established household staffing agency placing nannies, housekeepers, butlers, and estate managers. Direct analog for Mom's Best Friend's MBF Household Staffing sub-brand.
• DomestiCare: Household staffing agency offering nanny, housekeeper, and companion placements. Directly comparable in services, screening depth, and HNW client focus.
• British American Household Staffing: Specialized household staffing agency placing nannies, governesses, and domestic staff with affluent U.S. families. Direct peer in the high-touch, trust-driven placement category.
• The Nanny Authority: Multi-state traditional nanny and household staffing placement agency with similar consultative, high-touch screening model and similar target affluent households.
• Jovie (formerly College Nannies + Sitters + Tutors): Directly comparable nanny and sitter placement franchise; in fact operates as a sister brand to Mom's Best Friend with shared office and integrated service delivery. Same core business model of placing vetted nannies and sitters in family homes.

Emerging players

• Nanny Lane: Tech-enabled nanny placement platform offering background-checked caregiver matching. Represents the digital-native model that competes with traditional agencies on speed and price.

Regional players

• ComForCare (Family First Companions): Senior care and in-home care franchise network with a Houston presence. Directly comparable to MBF Senior Care's licensed elderly care placement offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@momsbestfriend
• Facebookfacebook.com/momsbestfriend
• LinkedInlinkedin.com/company/moms-best-friend-dallas-and-ft-worth
• Instagraminstagram.com/momsbestfriend
• Pinterestpinterest.com/mbfagency
• Xx.com/momsbestfriend

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

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 Mom's Best Friend