Nanny Poppinz

What Nanny Poppinz does

Nanny Poppinz, Inc. is a Coral Springs, Florida–incorporated nanny referral agency that has operated continuously since 1992 under founder and President Susan McCloskey. The company runs a franchise-based model with local agency offices across 49 states plus the District of Columbia (excluding Massachusetts), supported by a 24/7 national call center (1-877-262-6694) and self-serve online registration. Its core technology stack centers on proprietary nanny-matching software that filters applicant pools and a background-check system developed in-house by a former federal agent serving as corporate VP, covering national criminal history, sex offender database checks, county criminal history, social security verification, DMV record checks, and internet presence reviews.

The company monetizes exclusively on a transaction-fee basis: families pay a one-time referral fee only after a confirmed nanny match is made, with no upfront application or membership fees; temporary services (1-50 days) are billed hourly; and full/part-time permanent placements carry a 6-month guarantee. Discounts are offered to military and law enforcement families at most locations. Beyond core referral services, the product surface spans 20+ modules including live-in and live-out nannies, full-time and part-time placements, temporary, date night, after-school, summer, postpartum newborn specialists, foreign-language and tutor/home-schooling nannies, sick-child care, traveling nannies, elder care companions, and disaster/emergency childcare. A separate Household Professional Services line extends into domestic staffing (butlers, estate managers, chauffeurs, cooks, personal assistants, caretakers).

Nanny Poppinz serves three customer segments: individual families seeking childcare (primary), nannies seeking employment, and corporate clients (Bright Horizons, the Miami Marlins, and other national sports teams). Distribution combines the franchise agency network, the website, a national call center, corporate channel partnerships (Care@Work), hotel/concierge referrals, and traditional marketing channels including SEO, Google Ads, social, and print. The company does not charge any upfront fees, has reported serving more than 62,000 cumulative families, and was featured in The New York Times Parenting section in January 2020. It remains privately held with no disclosed funding rounds, acquisitions, or external investors.

Name

Nanny Poppinz

Legal name

Nanny Poppinz, Inc.

Website

https://nannypoppinz.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Nanny Poppinz is a privately held, Florida-based nanny referral agency operating across 49 states since 1992, matching background-screened nannies with families on a transaction-fee model and serving additional corporate and household-staffing clients.

Ownership category

akta.pro rank

Product category

Childcare Staffing Services

NAICS

Child Care Services (6244), Private Households (814)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

General Babysitter/Nanny Placement Agencies (HSAAALAA)

Keywords

• Nanny referral services
• Childcare staffing solutions
• Household staffing agency
• Background screening services
• In-home childcare placement

Headquarters

HQ city

Coral Springs

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Nanny Referral Fees: One-time referral fee charged only after a confirmed nanny match is made and the family hires the referred nanny. No upfront application or membership fees. Fees are competitive nationally.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels11 records

Core offering

Nanny Poppinz is a privately held nanny referral agency that matches families across the United States with screened nannies, newborn care specialists, governesses, household managers, estate staff, and other domestic professionals. The agency charges no upfront fees — referral fees are collected only after a successful nanny match — and supports both family households and corporate clients with on-site childcare, event nannies, and hotel/resort staffing.

Product overview

Nanny Poppinz is a professional nanny referral agency serving families across 49 states since 1992, offering a comprehensive childcare service platform. The core offering consists of a Full Service Referral Agency that matches families with thoroughly screened nannies at no upfront cost, supplemented by Household Professional Services for domestic staffing needs. The platform provides over 20 distinct childcare service modules including Live-In/Live-Out Nannies, Full-Time and Part-Time Nannies, Temporary/Date Night/After School/Summer Nannies, Corporate Child Care, and Specialized services such as Post Partum Newborn Specialists, Foreign Language Nannies, and Elder Care. Additionally, the Household Professional Services division offers domestic staffing including Personal Assistants, Butlers, Caretakers, Chauffeurs, Cooks, Estate Managers, and Housekeepers. All services are free to families until a successful nanny match is made.

Differentiator

Problem solved

Functional benefit

Products and services

• Full Service Nanny Referral Agency
• Household Professional Staffing
• Emergency Child Care Services
• Corporate Child Care Services
• Event and Travel Nanny Services

Quantifiable outcome

• 62,000+ families served over 34 years
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Homepay (by ACH Companies)minorImplementation/ SI/ Consulting PartnerPartnership with Homepay for nanny tax services, guidance, tax filings, payroll and workers compensation. Makes payday a breeze for families employing nannies.
• Bright HorizonscoreStrategic or Co-development PartnerCorporate partnership providing emergency nanny care for Bright Horizons corporate clients. Nanny Poppinz provides backup childcare solutions for Bright Horizons employee families.
• Miami MarlinscoreStrategic or Co-development PartnerCorporate childcare partnership providing stadium childcare services during Miami Marlins home games and events.
• Care@WorkminorChannel Partner/ Reseller/ DistributorPartnership with Care@Work for corporate employee childcare benefits, allowing employees to access Nanny Poppinz services through their employer.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sittercity: Sittercity is an online marketplace connecting parents with nannies, sitters, and babysitters. It directly competes with Nanny Poppinz in the nanny matching category, though it relies on a self-serve platform rather than agency-led matching.
• UrbanSitter: UrbanSitter is an online and mobile platform for booking sitters and nannies with parent-reviewed caregiver profiles. It serves the same family demographic as Nanny Poppinz with a similar emphasis on background checks and trust signals.
• Care.com: Care.com is the largest online marketplace connecting families with nannies, sitters, and other caregivers. It competes directly with Nanny Poppinz's nanny referral business but operates a digital self-serve model rather than a franchise-agency structure.
• GreatAuPair: GreatAuPair is a long-running au pair and nanny placement agency with a U.S. focus. It overlaps with Nanny Poppinz in domestic nanny placement and serves a similar professional household demographic.
• College Nannies + Sitters: College Nannies + Sitters operates as a placement and on-call nanny agency across multiple U.S. states. It shares the agency-led, professionally screened nanny positioning with Nanny Poppinz.

Broad incumbents

• Bright Horizons Family Solutions: Bright Horizons is a large provider of employer-sponsored childcare, early education, and backup care. It is both a partner and partial competitor of Nanny Poppinz in the corporate childcare and emergency backup-care segments.
• KinderCare Learning Companies: KinderCare operates one of the largest U.S. networks of early childhood education and childcare centers. While it focuses on center-based care, it is broadly comparable as a large-scale, multi-service childcare provider competing for the same family segment.

Emerging players

• Nanny Lane: Nanny Lane is a digital nanny matching platform emphasizing background-checked caregivers. It overlaps with Nanny Poppinz's screening-first value proposition but delivers it through an online product rather than local offices.
• Helproster: Helproster (formerly NewFaster) operates a digital marketplace for nannies and household help with pre-vetted caregivers. It overlaps with Nanny Poppinz's nanny matching use case but competes primarily through online channels.

Regional players

• Mom's Best Friend: Mom's Best Friend is a U.S. nanny and household staffing agency with concentrated regional coverage. It is comparable to Nanny Poppinz in offering referral and placement services but operates with a smaller geographic footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/nannypoppinz

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Nanny Poppinz