Kensington Nannies

What Kensington Nannies does

Kensington Nannies Limited is a privately-held, London-headquartered boutique recruitment agency specializing in the placement of nannies, governesses, maternity nannies, nanny PAs, and rota nannies with private households in the United Kingdom and internationally. Founded in the mid-1970s by a small team of which Gilly MacWilliam (joined 1975) was foundational, and operating today as Kensington Nannies Limited under the long-tenured leadership of Louise Taylor (joined 1992) and fellow consultants Harriott Pim, Brooke Ford, Melissa Felsbourg, Rachel Young, and Gilly MacWilliam, the firm describes itself as London's longest established nanny agency. There is no proprietary technology layer — the model is service-based and built on consultant-led phone-based family intake, manual candidate pre-screening, reference and qualification verification, and curated introductions.

Revenue is generated purely on a transaction basis via published, non-negotiable introduction fees: 14% + VAT of annualized gross salary for UK full-time engagements (4+ days/week over 10 weeks); £1,800 + VAT per nominated day for UK part-time engagements; a flat £12,400 for international placements; £250 + VAT per week for UK temporary engagements; and £290 per week for international temporary engagements. A £1,500 + VAT deposit secures candidates, a sliding partial-refund schedule applies inside the first 10 weeks, and free replacement candidates are offered within 10 weeks if a placement ends due to candidate issues.

The go-to-market is direct-to-consumer: families register vacancies via phone or website and nannies register similarly, with dedicated UK (Harriott Pim, Brooke Ford) and international (Louise Taylor, Melissa Felsbourg) consultants. Distribution is augmented by an organic search presence, an active blog on employment law, Middle East placements and career development, an Instagram channel, and a recommendation/referral loop. Target segments include UK private families, internationally relocating families (with particular depth in the Middle East and UAE), Ultra High Net Worth and celebrity households, and qualified nannies/governesses seeking placements.

Name

Kensington Nannies

Legal name

Kensington Nannies Limited

Website

https://kensington-nannies.co.uk

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

1–10 employees

Short description

Kensington Nannies is a privately-held, London-based boutique recruitment agency placing vetted nannies, governesses, maternity nannies, nanny PAs, and rota nannies with UK private families and international households (notably the Middle East and UAE), operating on a transaction-fee model with no proprietary technology.

Ownership category

akta.pro rank

Product category

Childcare Recruitment and Placement Services

NAICS

Private Households (814)

SIC

Services-Employment Agencies (7361)

akta.pro primary industry

Full-Time Nanny Placement Agencies (HSAAALAB)

akta.pro secondary industries

Part-Time Nanny Placement Agencies (HSAAALAC), Live-Out Nanny Services (HSAAABAB), Infant & Toddler Nanny Services (HSAAABAJ), Temporary / Short-Term Nanny (Fill-In) Services (HSAAABAF)

Keywords

• Nanny placement services
• Governess recruitment
• Maternity nurse placement
• Household staffing agency
• International childcare recruitment

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Introduction Fee - UK Full Time Engagements: 14% + VAT of annual Gross salary for full-time engagements (4+ days/week exceeding 10 weeks). Annual salary defined as 52 x average weekly salary.
2. Introduction Fee - UK Part Time: Flat rate fee of £1,800 + VAT per nominated day for part-time engagements (1-3 days per week).
3. Introduction Fee - International: Flat rate fee of £12,400 for engagements outside the UK.
4. Temporary Engagements - UK: £250 + VAT per week or part of a week for temporary engagements not exceeding 10 weeks within a 12-month period.
5. Temporary Engagements - International: £290 per week or part of a week for temporary international engagements.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Kensington Nannies is a London-based nanny and governess recruitment agency that places qualified nannies, governesses, and maternity nannies into private households in the UK and internationally. The agency matches candidates with families across multiple role types including live-in nannies, live-out nannies, governesses, nanny PAs, maternity nannies, and rota nannies, charging introduction fees on placement and weekly fees for temporary cover. Core value is delivered through consultant-led pre-screening of candidates, reference verification, qualifications review, and dedicated UK and international placement specialists.

Product overview

Kensington Nannies operates as a premium nanny and governess recruitment agency offering a portfolio of placement services. The core offering consists of nanny placement services (both live-in and live-out arrangements), governess placements for educational support, maternity nanny services for newborn care, Nanny PA hybrid roles combining childcare with household administration, international/overseas placements, and rota arrangements for continuous coverage. The agency matches qualified early years nannies, Norland Nannies, maternity nannies, educators, and governesses with private households in the UK and internationally, positioning itself as London's longest-established nanny agency with over 40 years of market expertise.

Differentiator

Problem solved

Functional benefit

Products and services

• Live in Nanny London Placement service for qualified nannies who reside with the employing family, providing full-time in-home childcare typically for 60 hours per week.
• Live out Nanny London Placement service for qualified nannies who do not reside with the family, providing daily in-home childcare typically for 55 hours per week.
• Governess Educational specialist placement service providing academic tutoring, curriculum-based learning support, and enhanced teaching for children, including those who are home-schooled or attend school.
• Nanny PAs Hybrid childcare and household management placement combining childcare responsibilities with administrative tasks such as diary management, scheduling, correspondence, and family logistics.
• Overseas Nannies & Governesses International placement service for nannies and governesses for families abroad, including support for visa requirements, travel arrangements, and international relocation.
• Maternity Nannies Specialist newborn and infant care placement service providing support for families with babies from birth, including 24-hour care coverage options.
• Rota Nanny / Governess Round-the-clock placement service employing two or more nannies on a rotating week-on/week-off schedule to provide continuous 24/7 household coverage.

Quantifiable outcome

• Replacement candidate provided free if engagement terminates within 10 weeks
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor.

• Nannytax.co.ukminorImplementation/ SI/ Consulting PartnerRecommended payroll and HR support partner for families employing nannies. Also provides NET to Gross salary calculator tool. Kensington Nannies links to their services from the Useful Links page.
• Morton MichelminorImplementation/ SI/ Consulting PartnerRecommended insurance provider for nanny employer coverage. Listed in Useful Links section alongside Nannytax insurance pages.
• London First Aid TrainingminorImplementation/ SI/ Consulting PartnerRecommended first aid training provider for childcare professionals. Listed in Useful Links section for professional development resources.
• CPD Online CollegeminorImplementation/ SI/ Consulting PartnerRecommended professional development platform offering childcare and early years courses. Referenced in blog content about continuing professional development for nannies.
• Babyem.co.ukminorImplementation/ SI/ Consulting PartnerRecommended professional development provider for early years and childcare training. Listed in Useful Links section under Professional Development.
• NCFEminorImplementation/ SI/ Consulting PartnerRecommended accreditation body for early years and childcare sector qualifications. Listed in Useful Links section for professional development resources.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Emerging players

• Bubble: App-based marketplace for finding nannies, babysitters, and childminders in London. Represents the technology-enabled disruption path for traditional agencies like Kensington Nannies, enabling direct family-to-nanny matching without agency intermediation.
• Childcare.co.uk: UK online platform connecting families with nannies, childminders, and babysitters. A digital-first marketplace model that competes for the same family-side demand but operates at a different cost structure and price point than traditional agencies.

Direct peers

• Little Ones London: London-based nanny and maternity placement agency with a similar premium positioning and international placement capability. Directly comparable in offering live-in, live-out, and governess roles to UK and overseas families.
• Imperial Nannies: London-based nanny and governess placement agency offering UK and international placements to private families. Directly comparable service portfolio including live-in, live-out, maternity, and governess placements across a similar premium client base.
• Norland Agency: The placement arm of Norland College, the UK's premier nanny training institution. Places Norland-trained nannies with private families in the UK and internationally — Kensington Nannies actively recruits Norland graduates, making this an overlapping placement channel.
• The Nanny Company: UK nanny placement agency serving private families across London and the home counties. Comparable service model focused on vetted, qualified nanny introductions for full-time, part-time, and live-in roles.
• British Nannies & Governesses: UK-based nanny and governess recruitment agency specializing in placements for British, European, and international families. Overlapping focus on English mother-tongue nannies and overseas placements mirrors Kensington's international service line.

Regional players

• Nannies Matter: International nanny placement agency operating across the UK, Middle East, and other overseas markets. Comparable international placement focus and Gulf-region family coverage, though structured as a broader international network.
• Worldwide Nanny: Agency focused on international nanny and governess placements, particularly for families relocating abroad or seeking multilingual candidates. Overlaps with Kensington's overseas placement service, particularly for expat family demand.

Broad incumbents

• Tinies: One of the UK's largest childcare and nanny staffing agencies, offering a broader portfolio including nannies, mothers' helps, and holiday nannies across the UK. Larger and more generalist than Kensington Nannies but overlapping in core nanny placement.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/kensington_nannies
• LinkedInlinkedin.com/company/kensington-nannies

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Kensington Nannies