What The Parenting Place does

The Parenting Place Charitable Trust is a New Zealand-registered charity founded in 1993 that delivers parenting education, family coaching, and postnatal support across Aotearoa. Headquartered in Auckland and operating with 11-50 employees, the organization serves parents and caregivers of children from birth through 18 years through three primary modalities: self-guided online courses (Untangling Anxiety at NZ$79 lifetime access, Digital Parenting, Strong-Willed Child), facilitated group courses delivered both in person and online (Space for new parents over 20-30 weeks, Building Awesome Whānau over 6 weeks drawing on mātauranga Māori, and Toolbox with age-segmented tracks for preschool, primary, and teenage years), and one-on-one Parent Coaching at NZ$115 per hour delivered by three named coaches — Kristin Ward, Jenny Hale, and Sheridan Eketone. Supplementary offerings include Parenting Talks delivered at schools, workplaces, ECEs, and community groups; the "Parents We've Met" podcast (Season 3 launching November 2025 with video); free parenting articles and downloadable resources; and physical merchandise such as the Kind, Firm, Calm book (NZ$25) by Jenny Hale, the Red Plate (NZ$25), and Affirmation Stickers (NZ$4).

The technology stack is built around Thinkific Plus for online course delivery at hub.parentingplace.nz, with Salesforce CRM and Salesforce Marketing Cloud managing customer relationships and communications, and Stripe processing payments and donations. Content production uses Craft CMS, Adobe, Descript, and Vimeo; the podcast is distributed via Spotify, Apple Podcasts, YouTube, and Rova. Marketing and analytics are supported by HubSpot, Manychat, Google Analytics, Google Ads, Meta platforms, TikTok, and LinkedIn, while operational tools include Xero for accounting, Asana for project management, Microsoft 365, and Typeform for forms. Online courses feature bite-sized videos, illustrative footage, animations, downloadable PDFs, and lifetime access licensing, developed in collaboration with psychologists and the in-house coaching team.

The business model is a hybrid of earned and philanthropic income. Earned revenue comes from course sales (one-time licensing), parent coaching at NZ$115 per session, Parenting Talks with a NZ$250 non-refundable deposit, and merchandise. Philanthropic income includes individual donations eligible for a 33.33% IRD tax credit, corporate sponsorships, and trust/foundation grants (Caleb No 2 Trust, Charles Rupert Stead Trust, Kaiarahi Trust). Distribution combines direct-to-consumer online sales with a channel network of approximately 76 community partner organizations — 24 iwi and community groups delivering Building Awesome Whānau, 38 organizations delivering Space (including Playcentre associations, churches, and community centers), and 14 Toolbox partners — that run in-person programming across New Zealand. Flagship corporate partnerships with Sentinel Homes (Charity Homes initiative, annual fundraising dinners, franchisee donations) and Spark (co-developed Digital Parenting course and Spark Parent Hub content) anchor both funding and product development.

Name

The Parenting Place

Legal name

Parenting Place Charitable Trust

Website

https://parentingplace.nz

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

The Parenting Place is a New Zealand charity founded in 1993 that delivers self-guided online parenting courses, facilitated in-person programmes (Space, Building Awesome Whānau, Toolbox), one-on-one parent coaching at NZ$115 per session, and the Parents We've Met podcast, serving parents and caregivers of children from birth to 18 years nationwide.

Ownership category

akta.pro rank

Product category

Family Education Services

NAICS

Other Individual and Family Services (624190)

SIC

Services-Social Services (8300)

akta.pro primary industry

Family & Parenting Support Services (BPAGAEAC)

akta.pro secondary industries

Family & Parent Support Services (Parent Coaching, Advocacy) (EDAJALAK), Home Visiting & Parent Coaching Programs (EDACALAC), Family Coaching, Parent-Mediated & Home Visiting EI Services (EDACAFAJ)

Keywords

• Parenting education services
• Parent coaching support
• Online parenting courses
• Family wellbeing programmes
• Antenatal postnatal support

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Course Sales: Revenue from self-guided online courses (e.g., Untangling Anxiety at $79 lifetime access) and in-person facilitated courses (Space, Toolbox, Building Awesome Whānau) with varying fees by provider.
2. Parent Coaching: One-on-one parent coaching sessions at $115 per hour (1 hour sessions), available online nationwide and in-person in Auckland. Subsidized rates available for Community Services Card holders.
3. Product Sales: Sale of parenting resources including the Kind, Firm, Calm book ($25), Red Plate ceramic plate ($25), and Affirmation Stickers ($4) through the online shop.
4. Individual Donations: Monthly or one-off donations from individuals, eligible for 33.33% tax credit from IRD for donations of $5 or more. Direct bank transfers and payroll giving supported.
5. Corporate Sponsorships and Partnerships: Funding and support from corporate partners including Sentinel Homes (Charity Homes initiative, fundraising dinners), Spark (digital parenting partnership), and various business sponsors. Includes financial and in-kind support.
6. Trust and Foundation Grants: Grant funding from trusts and foundations including Caleb No 2 Trust and Charles Rupert Stead Trust to support operational costs and programme delivery.
7. Parenting Talks: Fees for parenting talks delivered to schools, workplaces, and community groups, with a $250 non-refundable deposit required for bookings. Pricing varies by location with funding options available to subsidize fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

The Parenting Place is a New Zealand charitable trust that delivers parenting education through self-guided online courses, facilitated in-person group programmes (Space, Toolbox, Building Awesome Whānau), one-on-one parent coaching, parenting talks, a podcast, free articles, and physical merchandise. Programmes are designed by psychologists, parent coaches, and subject matter experts to support New Zealand parents and whānau at every age and stage.

Product overview

The Parenting Place operates a multi-format parenting support platform organised around three core delivery mechanisms: self-guided online courses, facilitated in-person and online group courses, and one-on-one parent coaching. Online self-guided courses (including Untangling Anxiety, Digital Parenting, and Strong-Willed Child) are delivered via the Thinkific Plus learning management platform at hub.parentingplace.nz, developed in collaboration with psychologists and subject matter experts, and feature bite-sized videos, animations, downloadable PDFs, and lifetime access pricing. Facilitated group programmes include Space (20–30 week baby-and-parent course), Building Awesome Whānau (6-week course for parents of children aged 2–13), and Toolbox (6-week course with Preschool, Primary, and Teenage age tracks), with the latter two also available online. One-on-one Parent Coaching is provided by three named coaches (Sheridan Eketone, Kristin Ward, Jenny Hale) online and in person. Supplementary offerings include Parenting Talks delivered at schools, workplaces, and community groups; the Parents We've Met podcast (Season 3 with video and audio); free articles and resources; and physical merchandise (Kind Firm Calm book, Affirmation Stickers, Red Plate). The portfolio is accessible across in-person, online synchronous, and fully self-paced digital channels.

Differentiator

Problem solved

Functional benefit

Brands

• Building Awesome Whānau: A 6-week in-person facilitated parenting course offered through iwi and community groups, for those raising tamariki aged 2-13. Draws from mātauranga Māori and best practice to support parents and whānau.
• Space
• Toolbox
• Parents We've Met

Products and services

• Untangling Anxiety (Online Course) A self-guided online course helping parents recognise anxiety in children, understand age-specific worry behaviours, and build resilience through practical strategies and downloadable resources. Topics include talking to children about anxiety, temperament, mindfulness, and boundaries.
• Digital Parenting (Online Course) A self-guided online course developed in partnership with Spark and Netsafe, providing expert knowledge and practical tools to help parents guide their families through the digital landscape — from first devices to managing screen time and online safety.
• Strong-Willed Child (Online Course) A self-guided online course providing practical strategies for parents navigating challenges with strong-willed or spirited children, including managing tantrums, power struggles, and building cooperation.
• Space (In-Person Course) A 20-30 week in-person facilitated course for parents and their new babies through the first year together, hosted by community partners throughout New Zealand. Space helps families connect with local parents and navigate milestones, challenges, and everyday moments of baby's first year.
• Building Awesome Whānau (In-Person Course) A 6-week in-person facilitated parenting course offered through iwi and community groups for parents raising children aged 2-13, drawing from mātauranga Māori and best practice to support parents and whānau in Aotearoa.
• Toolbox (Online and In-Person Course) Available as a 6-week facilitated online course (and in-person in some locations), Toolbox has been supporting families in New Zealand since 2000. Age-specific versions include Toolbox Preschool Years (ages 2-4), Toolbox Primary Years (ages 5-11), and Toolbox Teenage Years (ages 12-18).
• Parent Coaching (1:1 Sessions) A personalised one-on-one coaching service offering parents support tailored to their family situation, available in person for Auckland families or online for all New Zealanders. Coaches include Sheridan Eketone, Kristin Ward, and Jenny Hale.
• Parenting Talks In-person and online talks delivered by trained presenters at schools, ECEs, workplaces, and community groups throughout New Zealand. Topics include Tackling Technology, Supporting Kids Through Anxiety, Raising Confident and Resilient Kids, Kind Firm Calm Parenting, Staying Connected in Tween/Teen Years, and Parenting with Pio.
• Parents We've Met Podcast A podcast featuring candid conversations with well-known New Zealand parents and experts about parenthood, hosted by parent coach Jenny Hale and presenter Dayna Galloway. Available on Spotify, Apple Podcasts, YouTube, and Rova.
• Free Parenting Articles and Resources A repository of free parenting articles and downloadable resources covering topics from toddler behaviour to teenage challenges, accessible at parentingplace.nz/resources.
• Kind, Firm, Calm (Book) A book written by Senior Parenting Coach Jenny Hale, presenting a transformative parenting posture — staying Kind so children feel loved and connected, Firm so they feel secure boundaries, and Calm so they feel safe to regulate emotions. Available in the online store for $25 NZD.
• Red Plate (Ceramic) A ceramic red plate for celebrating family achievements and creating special traditions within the whānau, sold in the online store for $25 NZD.
• Affirmation Stickers Stickers designed to encourage and affirm children, sold as a physical product in the online store for $4 NZD.

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration22 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Sentinel HomescoreGTM or Marketing PartnerFlagship corporate partnership supporting Parenting Place's mission to strengthen family relationships. Sentinel Homes hosts annual fundraising dinners and auction with proceeds supporting New Zealand families. Their 'Charity Homes' initiative donates profits from special builds to Parenting Place, with suppliers providing materials and services. Franchisees also make donations following home sales.
• SparkcoreStrategic or Co-development PartnerStrategic partnership to support whānau with practical tools and resources for raising kids in the digital age. Jointly developed Digital Parenting course and content for Spark Parent Hub. Partnership includes co-branded resources on staying connected, digital wellbeing, first devices, and online safety.
• BTG TechnologiesminorGTM or Marketing PartnerBusiness sponsor supporting Parenting Place's work with New Zealand families.
• Entire ElectricalminorGTM or Marketing PartnerBusiness sponsor supporting Parenting Place's work with New Zealand families.
• Raizor InsuranceminorGTM or Marketing PartnerBusiness supporter and sponsor, part of the 'Insurance for Good' programme supporting Parenting Place.
• HomeminorGTM or Marketing PartnerBusiness sponsor supporting Parenting Place's work with New Zealand families.
• Bell GullyminorGTM or Marketing PartnerBusiness sponsor providing legal and professional support to Parenting Place.
• Building Awesome Whānau Partner OrganizationscoreChannel Partner/ Reseller/ DistributorNetwork of 24 iwi and community organizations delivering Building Awesome Whānau courses, including Anglican Trust for Women and Children, Barnardos, Odyssey House Trust, Salvation Army NZ Trust, and various marae and community services.
• Space Partner OrganizationscoreChannel Partner/ Reseller/ DistributorNetwork of 38 organizations delivering Space courses for new parents, including Playcentre associations nationwide, various churches, and community centers.
• Toolbox Partner OrganizationscoreChannel Partner/ Reseller/ DistributorNetwork of 14 organizations delivering Toolbox courses, including Albany Community Action Trust, Catholic Social Services, Encounter Church, and various community-based organizations.
• NetsafeminorStrategic or Co-development PartnerPartner contributing to Spark Parent Hub content on online safety and digital wellbeing alongside Parenting Place and Dr Emma Woodward.
• Dr Emma WoodwardminorStrategic or Co-development PartnerExpert contributor to Spark Parent Hub content on digital parenting and child wellbeing.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Plunket: New Zealand's largest provider of well-child health services and parenting support for families with children aged 0-5. Highly comparable as a national NZ charity delivering postnatal and early parenting support, though Plunket is more clinical/health-oriented while Parenting Place focuses on coaching and courses.
• Parentline: NZ helpline and support service offering counseling and advice for parents. Comparable as a parent support charity, though delivered primarily via phone/digital channels rather than facilitated courses.
• Barnardos New Zealand: NZ children's charity providing family support, parenting programmes, and child welfare services. Comparable as a Building Awesome Whānau delivery partner operating in the same family support space with national reach and similar government/trust funding model.
• Parents Centres New Zealand: NZ-wide network of Parents Centres offering childbirth education, postnatal support groups, and parenting courses. Directly comparable as a member-based charity delivering facilitated in-person and online parenting education across New Zealand, often overlapping with Parenting Place's Space and Toolbox programs.
• Family Works (Presbyterian Support): Provides social services including parenting education, family support, and counseling across New Zealand. Directly comparable as a social services NGO delivering parenting programmes with a regional delivery partner network.

Broad incumbents

• Whānau Ora: Government-backed initiative commissioning whānau-focused providers across NZ to deliver family wellbeing and parenting support. Comparable as a large-scale, government-funded family support ecosystem in which Parenting Place competes and partners for delivery contracts.
• Triple P (Positive Parenting Program): Globally delivered evidence-based parenting programme offering tiered seminars, group courses, and one-on-one support. Comparable as an established, multi-format parenting intervention brand with both online and in-person delivery, operating at much larger scale.

Regional players

• Parent to Parent: NZ organisation providing support, information, and training for families of children with disabilities including parent coaching. Comparable as a NZ charity offering parent coaching and training, though specialised on the disability segment.
• Great Potentials Foundation: New Zealand-based charity focused on family transformation and resilience programmes including parenting education. Comparable as a smaller NZ non-profit in the family support space, often operating in similar community delivery contexts.

Emerging players

• Raising Children Network: Australian government-funded parenting resource network producing extensive online content, videos, and parenting guides for families with children 0-18. Comparable as a free, content-led digital parenting resource, though primarily serving Australian rather than NZ audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/theparentingplace
• Facebookfacebook.com/parentingplacenz
• Instagraminstagram.com/parentingplacenz

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 The Parenting Place