NannyPay

What NannyPay does

NannyPay (legal entity: Ethical Pay Pty Ltd) is an Australian managed payroll service specializing in domestic employment, primarily serving families that employ nannies and the nannies themselves. Founded in 2018 by Lauren Brown, a former nanny with 10+ years of industry experience, the company is headquartered in Melbourne and operates across all Australian states and territories. Its core product is a subscription payroll service offered in three tiers — Basic ($165 setup + $37/week or $59/fortnight), Premium ($265 setup), and Ultimate ($365 setup) — handling automated payments, PAYG withholding, quarterly BAS lodgements, Single Touch Payroll reporting, superannuation contributions (including preparation for the July 2026 Payday Super rules and monitoring the 30-hour threshold for domestic workers), and WorkCover alignment under a Direct Employment model where each family is registered with the ATO as the official employer.

The underlying platform is workflow- and integration-driven rather than technology-distinctive: NannyPay manages the ATO relationship on behalf of families, partners with accounting firm Bramble and Briar (a Xero Platinum Partner) for Xero integration, and uses dedicated Payroll Managers (described as having 35+ years of combined industry experience) to validate timesheets and oversee onboarding. Beyond the payroll subscription, NannyPay operates a digital product storefront (Nanny Employment Contract Templates at $169, Nanny Welcome Pack and Nanny Tool Kit at $29.95 each, Ultimate Nanny Onboarding Kit at $189), a Club Nanny merchandise sub-brand for hoodies and caps on a made-to-order model, and Nanny Power Day/Pass voice-note advisory services with the founder.

Go-to-market is a hybrid of direct-to-consumer acquisition via the company's website and SEO-optimized content, an inbound inside-sales motion with free consultation calls, a Payroll Partner Program with 22+ Australian nanny agencies and job boards (paying up to $200 per referred signup), and earned media coverage on 9News and ABC News positioning Lauren Brown as a spokesperson on Fair Work Commission rulings. The company is private, founder-owned, bootstrapped (no disclosed external funding), and operates with 1-10 employees.

Name

NannyPay

Legal name

Ethical Pay Pty Ltd

Website

https://nannypay.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

NannyPay (Ethical Pay Pty Ltd) is a Melbourne-based Australian managed payroll service for families employing nannies, using a Direct Employment model with ATO registration, Single Touch Payroll, Xero integration, and agency partner referrals to serve domestic employers and nannies nationwide.

Ownership category

akta.pro rank

Product category

Payroll Services for Domestic Employment

NAICS

Payroll Services (541214)

SIC

Services-Help Supply Services (7363)

akta.pro primary industry

Nanny Agency / Placement Services (HSAAABAN)

Keywords

• Nanny payroll services
• Domestic employment payroll
• ATO compliance services
• Superannuation administration
• Household employer solutions

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Payroll Subscription Services: Recurring subscription fees for managing nanny payroll. Three tiers: Basic ($37/week or $59/fortnight), Premium ($265 setup + ongoing), and Ultimate ($365 setup + ongoing). Revenue is recurring per pay cycle with setup fees for onboarding.
2. Club Nanny Merchandise: Sale of branded merchandise including hoodies ($99.95) and caps ($49.95). Made-to-order model with limited pre-order windows. Targeted at nannies, families, and industry supporters.
3. Employment Contract Templates: One-time purchase of employment contract templates for casual, part-time, or full-time nanny arrangements ($169). Includes negotiation guide for clear communication between families and nannies.
4. Onboarding Kits and Resource Packs: Sale of Nanny Welcome Pack ($29.95), Nanny Tool Kit ($29.95), and Ultimate Nanny Onboarding Kit ($189) combining contract templates with welcome materials. Digital and printable formats.
5. Nanny Power Day Support: Voice note support services with founder Lauren Brown - One Day Pass ($49.95) for 24 hours or Three Day Pass ($99.95) for 72 hours. Provides personalized career guidance for nannies.
6. Agency Referral Program: Payroll Partner Program where agencies earn up to $200 every time a customer signs up to NannyPay payroll. Creates referral-based revenue for the company through channel partnerships.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

NannyPay is a managed nanny payroll service for Australian families that uses a Direct Employment model, registering each family as the official employer with the ATO while handling all payroll logistics including automated payments, PAYG tax withholding, quarterly BAS lodgements, Single Touch Payroll reporting, superannuation contributions, and workers compensation. The core payroll subscription is offered in three tiers (Basic, Premium, Ultimate) and is complemented by digital products (employment contract templates, onboarding kits) and the Club Nanny merchandise sub-brand.

Product overview

NannyPay is a managed nanny payroll service that operates as a Direct Employment model, where each family registers as the official employer with the ATO while NannyPay handles all payroll logistics. The core product is the NannyPay Payroll Service, available in three tiers: Basic ($37/week), Premium ($265 setup + Basic features), and Ultimate ($365 setup + Premium features). Beyond payroll, NannyPay offers a suite of digital products including the Nanny Employment Contract Template, Nanny Welcome Pack, Nanny Tool Kit, and Ultimate Nanny Onboarding Kit. The company also operates Club Nanny as a sub-brand for branded merchandise (hoodies and caps). Support services include Nanny Power Day and Nanny Power Pass, offering voice note-based guidance with founder Lauren Brown.

Differentiator

Problem solved

Functional benefit

Brands

• Club Nanny: Merchandise line featuring hoodies and caps celebrating the nanny profession and community.

Products and services

• NannyPay Payroll Service Managed subscription payroll service for Australian families employing nannies. Operates a Direct Employment model registering each family as the official ATO employer and handles automated payments, PAYG tax withholding, quarterly BAS lodgements, Single Touch Payroll reporting, superannuation contributions, and workers compensation on the family's behalf. Available in three tiers (Basic, Premium, Ultimate) with setup fees ranging from $165 to $365 and recurring fees around $37/week or $59/fortnight.
• Nanny Employment Contract Template Professionally drafted one-time-purchase employment contract templates for casual, part-time, and full-time nanny arrangements in Australia, developed with legal expert guidance and aligned with the Miscellaneous Award. Includes a Negotiation Guide and is priced at $169.
• Nanny Welcome Pack Digital and printable onboarding package for families hiring a nanny, including Family Guide, Household Manual, Daily Report Template, and Negotiation Guide with expert tips from founder Lauren Brown. Priced at $29.95.
• Nanny Tool Kit Digital and printable toolkit for nannies covering Family Guide, Household Manual, and Negotiation Guide to help establish successful working relationships with employing families. Priced at $29.95.
• Ultimate Nanny Onboarding Kit Bundled package combining Employment Contract Templates with the Nanny Welcome Pack for comprehensive nanny onboarding. Priced at $189.
• Club Nanny Hoodie Made-to-order branded hoodie (65% polyester, 35% cotton, mid-weight fleece) sold under the Club Nanny sub-brand in Purple, Pink, Green, Playground Squad, Proud Nanny, and Bottle Squad variants. Priced at $99.95 with limited pre-order windows.
• Club Nanny Cap Vintage-inspired 100% cotton branded cap with adjustable strap, sold under the Club Nanny sub-brand in Green and Pink variants. Priced at $49.95.
• Nanny Power Day 24-hour voice note support pass with NannyPay founder Lauren Brown providing personalized career guidance on pay rises, employment structure, contract questions, and other career decisions. Priced at $49.95.
• Nanny Power Pass (Three Day) 72-hour extended voice note support pass with Lauren Brown for deeper guidance on ongoing challenges, pay negotiations, or larger career decisions. Priced at $99.95.

Quantifiable outcome

• Protects families from penalties, ATO investigations, or unexpected claims for non-compliance with domestic employment laws
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

24 partnerships are on record, tiered core and minor.

• We Need A NannycoreChannel Partner/ Reseller/ DistributorOnline platform offering immediate access to Australia's largest selection of nannies. Have helped over 40,000 parents find nannies. NannyPay's first Payroll Partner, aligned on goals to lift industry standards and help people be fully informed about nanny employment rights.
• The Nanny ConnectioncoreChannel Partner/ Reseller/ DistributorPerth-based nanny agency servicing Australia-wide. Helps busy mums and dads navigate the Australian nanny industry and find the right nanny for their home.
• Little LoveliescoreChannel Partner/ Reseller/ DistributorTrusted nanny and babysitting agency providing personalised care across Sydney, Byron Bay, Northern NSW, Gold Coast and Brisbane. Known for comprehensive and dedicated approach to matching quality nannies with families.
• Lisa's Staffing SolutionscoreChannel Partner/ Reseller/ DistributorMelbourne-based nanny and home help agency helping families find perfect staffing solutions for over 25 years. Combines professional nanny services with home management support.
• Care for KidsminorChannel Partner/ Reseller/ DistributorPlatform helping 3 million parents discover the right childcare services. Designed for parents by parents, supporting families through their entire childcare journey.
• Dream NanniesminorChannel Partner/ Reseller/ DistributorProfessional and personal recruitment service to families across Australia needing childcare and support around the home. Takes time to understand needs and present best candidates.
• Bridal Bliss NanniesminorChannel Partner/ Reseller/ DistributorMelbourne-based agency specializing in high-quality wedding nannies for guests' children. Offers full-day wedding care, reception, accommodation, overnight care and transport services.
• NanagercoreChannel Partner/ Reseller/ DistributorTrusted nanny agency recruiting exceptional candidates for high-quality family support. Combines professional nanny services with home management. Founded and run by career nannies who understand how bespoke each match is.
• RockmybabyminorChannel Partner/ Reseller/ DistributorHigh-quality matchmaking service for long and short-term nanny bookings. Convenient and efficient process for finding perfect nanny solutions for families.
• Night Nannies AustraliacoreChannel Partner/ Reseller/ DistributorWorking with families since 2005, specializing in newborn care during the day and overnight. Quality recruitment process of placing nannies and household staffing tailored to unique requirements.
• Happy Hearts NannyingminorChannel Partner/ Reseller/ DistributorValue-based agency providing in-home care for children with gentle and aware approach. Dedicated to finding kind, gentle and respectful nannies for families.
• Poppy and PeaminorChannel Partner/ Reseller/ DistributorNanny placement agency founded with nearly 7 years of experience. Belief that right nanny becomes a natural extension of family. Every placement thoughtfully matched with verified certifications.
• Billy Button BabysittingminorChannel Partner/ Reseller/ DistributorProfessional nanny and babysitting agency offering short and long-term placements. Made up of professional nannies who specialize in their fields, supporting families with bespoke booking needs.
• Educare NanniesminorChannel Partner/ Reseller/ DistributorBoutique agency in Paddington, Sydney founded on RIE Approach principles emphasizing respectful and authentic caregiver-child interactions. Dedicated to highest quality care.
• Timmy and Tammy Creative ChildcareminorChannel Partner/ Reseller/ DistributorGold Coast and Brisbane-based service offering casual nanny care, event childcare and entertainment. Child-led and holistic philosophy creating nurturing and magical experiences for children.
• Mummy's WhispersminorChannel Partner/ Reseller/ DistributorPremium post natal maternity care service at international level. Listens to families and provides necessary support to let parents enjoy their new baby.
• Blossom Nanny AgencyminorChannel Partner/ Reseller/ DistributorProvides part-time and full-time nanny services plus babysitting. Nannies selected to meet specialist criteria including registered nurses, teachers, after school carers and certified childcare educators.
• Bugs By CharlotteminorChannel Partner/ Reseller/ DistributorBoutique agency based in Sydney covering wide range of tailored bookings. Nannies provide consistent, in-home childcare forming lasting relationships with families.
• Creative CarersminorChannel Partner/ Reseller/ DistributorConnects families with artistic and creatively minded carers who nurture imagination through play, storytelling, music and creative activities. Founded by performer Veronica Thomas.
• Lunar Insurance BrokersminorOthersInsurance brokerage with special interest in helping nannies understand what cover they need. Australian-owned with access to leading insurers, focusing on clear advice and practical protection.
• Little Smiles NannyingminorChannel Partner/ Reseller/ DistributorElevating in-home childcare in Canberra through carefully considered placements. Committed to professional growth and positive outcomes for children, families, and caregivers.
• Au Pair Care AustraliaminorChannel Partner/ Reseller/ DistributorAustralian-based Au Pair & Nanny service providing high-quality placements. Specializes in Au Pairs from overseas and live-in/live-out nannies from Australia.
• Capital Tots NanniesminorChannel Partner/ Reseller/ DistributorProfessional nanny and babysitting services across Canberra and surrounding region. Long-term placements, overnight support, and event childcare with thoughtful matching.
• Bramble and BriarcoreTechnology or IntegrationAustralian-based accounting firm supporting NannyPay's operations. Xero Platinum Partner, Certified Xero Advisor, CA ANZ member, and Tax Practitioner Board registered. Provides accounting team that engages with ATO and Xero.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Employment Hero: Leading Australian SMB payroll, HR, and PEO platform with significant capital and customer base. As an incumbent in Australian payroll, it is the most credible broad competitor that could launch a nanny-specific vertical or module.
• Care.com: Largest global marketplace connecting families with caregivers including nannies. While not a payroll provider, it serves the same family customer base and could plausibly expand into adjacent payroll/employer-of-record services that overlap with NannyPay's offering.
• Xero: Australia-founded global accounting and payroll platform already integrated with NannyPay via Bramble and Briar. As a foundational platform used by households and small businesses, it represents both a critical infrastructure partner and a potential encroachment risk.
• KeyPay: Australian cloud-based payroll and workforce management platform (acquired by IRIS). Operates across the SMB payroll market and could expand into household employee payroll given regulatory developments.
• Gusto: Major US SMB payroll, HR, and benefits platform. While focused on small businesses rather than households, Gusto represents the broad incumbent model that could potentially extend into domestic employee payroll given the right regulatory tailwind.

Others

• We Need A Nanny: Australia's largest nanny search platform with 40,000+ parents served, and NannyPay's first Payroll Partner. While not a direct payroll competitor, it is a closely adjacent channel partner and comparable ecosystem participant in the Australian nanny services market.

Direct peers

• GTM Payroll Services: US household employment payroll specialist serving families employing nannies and other domestic staff. Comparable service model with payroll processing, tax compliance, and contract templates targeting the same niche customer segment.
• HomePay: US-based household employee payroll service that has historically been the closest comparable model to NannyPay—specialized payroll for families employing nannies, housekeepers, and other domestic workers with similar tax, wage, and compliance workflows.
• HomeWork Solutions: US household employment payroll and tax filing service focused on nannies and domestic employees. Operates a comparable Direct Employer model with payroll, tax, and contract management—making it a directly analogous specialized payroll provider.
• Breedlove & Associates: US-based nanny tax and payroll services firm specializing in household employer compliance. Closely analogous to NannyPay in scope (payroll, tax filings, contract templates) and target customer (families employing nannies).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/nannypayaustralia
• LinkedInlinkedin.com/company/nannypay
• Instagraminstagram.com/nannypayau

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 NannyPay