Army of Nannies

What Army of Nannies does

Army of Nannies Ltd. is a UK-based private limited company (company number 12253448, registered in England and Wales) that operates an online nanny-finding platform connecting families with childcare professionals across the United Kingdom. Founded around 2019, the company is headquartered in London and operates with a small team of 1-10 employees. The core platform enables families to create profiles, receive AI-assisted match shortlists across 100+ criteria (skills, experience, values, availability, fee expectations, and engagement frequency), and connect with verified nanny profiles through a consent-based direct messaging system. Nannies join and search for free; families pay for membership (£15 weekly, £45 monthly, £65 quarterly) or a one-off £6 per-contact fee only when ready to reach approved matches.

The product architecture is modular. Beyond the core matching platform, the company has launched NannySitting (ad hoc childcare from professional nannies, 2024), an Agency Portal subscription product for nanny agencies (2025), and Employee Benefit Packages sold to corporate employers in volume tiers (£55-£70 per membership). Add-on services include in-site ID verification via Yoti, Enhanced DBS checks via Personnel Checks, social-media ad broadcasting ("Boost Your Search"), and integrated partnerships with NannyPaye (payroll), Mark Bates Ltd. (insurance), Safe and Sound (paediatric first aid), and Learning Curve Group (training), several of which generate affiliate referral revenue. Underlying technology consists of a proprietary structured matching engine, Stripe-based payment processing, Tawk.to-powered live chat, and a WordPress-based website.

Monetization spans five revenue streams: family membership subscriptions (recurring), per-contact transaction fees, agency portal subscriptions, corporate employee benefit packages, and affiliate/referral fees. Go-to-market is multi-motion: self-serve PLG for families and nannies, direct enterprise sales for corporate benefits, and a channel/reseller motion for agencies. The company is bootstrapped with no disclosed external funding and claims the title of UK's largest nanny community, the only online platform to reach the UK Nanny Awards finals for four consecutive years, and recipient of a UK Business Excellence Award.

Name

Army of Nannies

Legal name

Army of Nannies Ltd.

Website

https://armyofnannies.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Army of Nannies is a UK-based online platform that intelligently matches families with nannies and childcare professionals across 100+ criteria, monetizing via family memberships, per-contact fees, agency subscriptions, corporate employee benefits, and partner referrals.

Ownership category

akta.pro rank

Product category

Childcare Matching Platform

NAICS

Employment Placement Agencies (561311), Child Care Services (62441)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

Nanny Agency / Placement Services (HSAAABAN)

akta.pro secondary industries

Full-Time Nanny Placement Agencies (HSAAALAB), Part-Time Nanny Services (HSAAABAD), Temporary / Short-Term Nanny (Fill-In) Services (HSAAABAF)

Keywords

• Nanny matching platform
• Childcare search platform
• Household staffing services
• Online nanny recruitment
• Family childcare solutions

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Family Membership Subscriptions: Families pay for full membership to unlock messaging with jointly approved nannies. Tiers include weekly (£15), monthly (£45), and quarterly (£65) options. Free to search and shortlist.
2. Per-Contact Fees: Families can pay one-off fee to contact a single jointly approved nanny without purchasing full membership (£6 per nanny)
3. Agency Portal Subscriptions: Nanny agencies pay monthly rolling subscriptions for access to search database and social groups. 1-month £40, 3-month £100, additional user seats £10/month each
4. Employee Benefit Packages: Employers purchase bulk memberships for working parents. Volume tiers: 1-4 at £70, 5-9 at £65, 10-49 at £60, 50+ at £55 per membership. Commercial value passed to employees is £50 with admin markup
5. Affiliate/Referral Revenue: Partnership referrals to Mark Bates Ltd insurance (families and nannies), NannyPaye payroll, Personnel Checks DBS services, Safe & Sound training, Learning Curve Group, and other partners with discount codes

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Army of Nannies is an online nanny-finding platform that intelligently matches UK families with childcare professionals (nannies, maternity nurses, mother's helps, NannySitters, tutors, family assistants). Families build a profile, receive personalized shortlists of verified candidates drawn from a database matched across 100+ criteria beyond location, and pay only when ready to connect with jointly approved nannies. The platform is free for nannies to join and is complemented by an Agency Portal for nanny agencies, NannySitting ad hoc childcare, and B2B Employee Benefit Packages for corporate working-parent benefits.

Product overview

Army of Nannies operates as a UK-based online nanny-finding platform with a modular, tiered product architecture. The core product is the Army of Nannies matching platform, which provides free nanny registration and paid family membership for messaging access. This core platform is complemented by the Agency Portal — a separate subscription-based platform for childcare agencies to search and recruit from the AoN nanny database. The Employee Benefit Packages offer an enterprise channel where employers purchase bulk memberships for their working parents. Additional products include NannySitting (ad hoc childcare from professional nannies), Boost Your Search (paid promotional feature), Full Membership and Pay to Contact (family membership tiers), and integrated add-on services for ID verification (Yoti) and enhanced DBS checks (Personnel Checks). The platform is free for nannies and charges families only when they are ready to connect with approved profiles.

Differentiator

Problem solved

Functional benefit

Brands

• NannySitting: Ad hoc childcare service from professional nannies covering date nights, weddings, and short-term childcare opportunities.

Products and services

• Army of Nannies Matching Platform Core UK-based online platform that intelligently matches families with childcare professionals (nannies, maternity nurses, mother's helps, junior nannies, NannySitters, tutors, family assistants). Families build a profile, receive personalized shortlists matched across 100+ criteria (skills, experience, values, availability, engagement frequency), and pay only to message jointly approved nannies. Free for nannies to join.
• NannySitting Ad hoc, short-term childcare service run through the AoN platform, where professional nannies make themselves available for one-off bookings including date nights, weddings, and events. Marketed as 'babysitting but by qualified nannies'.
• Agency Portal Subscription-based portal for traditional nanny agencies that lets them run multiple nanny searches on the AoN database, receive instant matches, send direct invitations to nannies, and obtain managed access to Facebook groups administered by Army of Nannies. Pricing is £40/month or £100/quarter with £10/month per additional user seat.
• Employee Benefit Packages Corporate employee benefit offering where UK employers buy bulk year-long nanny-finding platform memberships for working parents. Volume-discounted per-membership pricing (£70 / £65 / £60 / £55 across 1-4, 5-9, 10-49, 50+ tiers), an employee-facing commercial value of £50, and unique activation codes for employee redemption.

Quantifiable outcome

• Find a nanny quickly and confidently with intelligent award-winning tools
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• YoticoreTechnology or IntegrationLeading online ID verification provider. AoN offers free in-site ID verification through Yoti partnership. Nanny profiles show 'ID Verified' marker. Brings peace of mind during early search stages.
• NannyPayecoreStrategic or Co-development PartnerSpecialist nanny tax and PAYE bureau since 2001. Provides payroll, pension, and employment contract services. £25 AoN discount code ARMY25. Recommended to all families for employer responsibilities.
• Mark Bates Ltd.coreStrategic or Co-development PartnerAward-winning, family-run insurance company since 30+ years. Provides nanny insurance starting from £64/year for nannies/maternity nurses, employers liability from £94/year for families. Special quote link through AoN.
• Personnel CheckscoreTechnology or IntegrationRegistered Umbrella Body for DBS with 15+ years experience. Offers Enhanced DBS checks for £70 (with online ID verification). 5-star Trustpilot rated. Link in AoN dashboard match list.
• Safe and SoundminorStrategic or Co-development PartnerUK's leading provider of paediatric first aid training since 2000. Emergency Paediatric First Aid Course at £75.60 (10% off with code Army10). Nationally recognized FAIB certificate valid 3 years.
• Louenna AppminorGTM or Marketing PartnerAward-winning app by Norland Nanny guiding pregnancy to school-age. Nanny in your pocket with 5-star reviews. Available on Google Play and App Store. AoN promotes as partner resource.
• Learning Curve GroupminorStrategic or Co-development PartnerEducation and training experts offering free high-quality online childcare courses. NCFE and CACHE accredited. Level 2 & 3 qualifications. Courses on mental health, autism awareness, safeguarding. Partnership to professionalize nannying.
• OliikiminorGTM or Marketing PartnerEvidence-based baby brain development app from conception to age 2. Science-backed activities matching developmental stages. 7-day free trial promoted through AoN. 'Because what we do in the first 1000 days lasts a lifetime.'
• Oppidan EducationminorGTM or Marketing PartnerLeading mentoring company for students 11/13+ through GCSEs, A Levels, IB to university applications. One-to-one support at home and school. 10% AoN discount on discovery call. Promoted as family support resource.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Tinies Childcare: Long-established UK nanny and household staffing agency offering traditional full-service placement. Comparable as a UK nanny placement competitor but operating via an agency/concierge model rather than self-serve digital.
• Care.com: Global marketplace for nannies, sitters, and senior care. Overlaps with AoN on the nanny search category and represents the dominant broad incumbent in online caregiver matching, though with weaker UK-specific community.
• Nannies Incorporated: Established UK nanny placement agency servicing London and international markets. Directly comparable on the core nanny placement offering but with a high-touch agency model rather than AoN's self-serve matching.

Others

• Personnel Checks: UK DBS umbrella body providing Enhanced DBS checks; embedded in the AoN platform as a check-out partner. Comparable as a trust-and-safety infrastructure provider in the UK nanny ecosystem.
• NannyPaye: Specialist UK nanny payroll and tax bureau; AoN's referral partner and embedded link in the platform. Comparable as an adjacent UK childcare service provider and a core monetization channel for AoN.

Direct peers

• Childcare.co.uk: UK's largest childcare directory covering nannies, childminders, and babysitters. Overlaps directly with AoN on nanny search for UK families and represents the most established incumbent online platform in the same category.
• Bubble: UK-based digital marketplace connecting families with babysitters and nannies. Directly competes with Army of Nannies in online nanny matching, serving the same UK families and childcare professionals with a similar self-serve platform model.
• Sittercity: US-focused marketplace for nannies, sitters, and caregivers. Directly comparable in business model (family subscription + verified profiles) but operates in a different geography.
• Koru Kids: London-headquartered childcare platform focused on nannies and home-based childcare. Directly comparable as a UK digital nanny marketplace, with additional early-years training and home-nursery services.

Regional players

• Imperial Nannies: Boutique London-focused nanny agency with premium positioning. Comparable on the UK nanny placement category with overlap on the London market that AoN identifies as a core geography.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ArmyofNannies
• Instagraminstagram.com/armyofnannies
• Xx.com/armyofnannies
• LinkedInlinkedin.com/company/army-of-nannies

Compliance2 records

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 Army of Nannies