Rockmybaby

What Rockmybaby does

Rockmybaby is an international childcare and recruitment agency founded in 2006 and headquartered in Havelock North, New Zealand. The company connects families, hotels, and corporate organisations with vetted childcare professionals including nannies (full-time, part-time, and live-in), babysitters, maternity nurses, newborn specialists, and event/emergency childcare providers. Service delivery spans New Zealand, Australia, Switzerland, the UK, Israel, and continental European cities including Vienna, Berlin, Paris, and Amsterdam through wholly-owned subsidiaries, sister companies, and a franchise/brand-licensing model, all operating under the registered Rockmybaby® trademark owned by Rockmybaby IP Limited.

The core technology stack is a cloud-based web platform accessible via app.rockmybaby.eu.com, which enables families to create profiles, post nanny jobs, and book babysitters on a self-serve basis. Payment processing is handled by Windcave under PCI DSS Level 1 compliance, with quarterly security scans and annual onsite audits. Candidate vetting is process-driven rather than technology-driven: each professional is background-checked, reference-checked, ID-verified, and required to hold Child First Aid certification before being matched with clients. The platform also supports a dedicated corporate sales motion for hotels and enterprise clients seeking event childcare, emergency backup care, and ongoing nanny placements.

Rockmybaby generates revenue entirely through transaction fees. Babysitting bookings carry non-refundable upfront booking fees plus service fees layered on top of babysitter rates (minimum 3-hour booking, rates fixed by the company). Nanny placements — both temporary (up to 3 months, charged at daily/weekly rates) and permanent — generate agency placement fees, with structured cancellation penalties (50% of agency fee for early client cancellation, minimum £200) and re-engagement fees if a client re-hires a candidate within 12 months. A 12-month non-solicitation clause in client contracts prevents direct engagement of introduced candidates, protecting the network economics of the agency.

Name

Rockmybaby

Legal name

Rockmybaby IP Limited

Website

https://rockmybaby.eu.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Rockmybaby is a New Zealand-founded international childcare agency connecting families, hotels, and corporate clients with vetted nannies, babysitters, and maternity nurses across Europe, the UK, Australia, Switzerland, and New Zealand via a self-serve booking platform and franchise network.

Ownership category

akta.pro rank

Product category

Childcare Staffing Services

NAICS

Child Care Services (62441), Child Care Services (624410)

SIC

Services-Child Day Care Services (8351), Services-Personal Services (7200)

akta.pro primary industry

Infant & Toddler Nanny Services (HSAAABAJ)

akta.pro secondary industries

Date Night & Evening Babysitting (HSAAAAAA), Hotel & Travel Babysitting (In-Room/Resort) (HSAAAAAD), Parent’s Helper (Non-Infant) & Child Supervision (HSAAAGAA)

Keywords

• Childcare staffing agency
• Nanny placement services
• Babysitting booking platform
• Maternity nurse services
• Family childcare solutions

Headquarters

HQ city

Havelock North

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Babysitting service fees: Babysitting bookings generate revenue through service fees charged to clients on top of babysitter rates. Minimum 3-hour booking requirement applies. Rates are fixed by Rockmybaby and cannot be negotiated.
2. Nanny placement fees: Permanent and temporary nanny placements generate agency placement fees. Temporary placements (up to 3 months) charged at daily/weekly rates. Trial placements have separate fees. Re-engagement of candidates within 12 months incurs additional placement fees.
3. Booking fees: Non-refundable upfront booking fees charged at time of confirming babysitting sessions. Separate booking fees apply for multiple or split bookings on the same day.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Rockmybaby is an international childcare agency and matching platform that connects families with vetted childcare professionals including nannies, babysitters, maternity nurses, and newborn specialists. The company operates a digital platform (web and app) for self-service bookings and job postings, while also providing permanent and temporary nanny placements through dedicated recruitment services. Operations span the UK, New Zealand, Australia, Switzerland, and Europe, serving both individual families and corporate clients such as hotels and event organisers.

Product overview

Rockmybaby Europe operates as a childcare marketplace and recruitment agency, connecting families across Europe with vetted childcare professionals. The core offering consists of two integrated services: the Rockmybaby Europe Platform (a web-based booking and matching system accessible at app.rockmybaby.eu.com) and the Nanny & Babysitting Agency Services (providing vetted nannies, babysitters, maternity nurses, and event childcare). Users create profiles, post nanny jobs or book babysitters, and complete secure bookings through the platform. Additional services include the Rockmybaby Cart for processing booking fees.

Differentiator

Problem solved

Functional benefit

Products and services

• Nanny Placement Services Recruitment and placement of fully vetted, reference-checked, and background-verified nannies for full-time, part-time, and live-in arrangements with families across Europe, UK, Australia, New Zealand, and Switzerland. Both permanent and temporary placements (up to 3 months) are offered, with trial periods and replacement guarantees.
• Babysitting Booking Services On-demand babysitting booking service connecting families with vetted sitters for evening, weekend, hotel, and ad hoc childcare needs. Bookings require a minimum 3-hour commitment, with rates fixed by Rockmybaby and non-refundable upfront booking fees charged at time of confirmation.
• Maternity Nurse and Newborn Specialist Services

Quantifiable outcome

• Fully vetted professionals with background checks, references, and Child First Aid certification

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core, minor and supporting.

• Rockmybaby AustraliacoreOthersSister company operating under the Rockmybaby brand in the Australian market. Rockmybaby Pty Ltd delivers local childcare services with consistent global standards.
• Rockmybaby New ZealandcoreOthersOriginal Rockmybaby market operating as Rockmybaby Limited. Serves New Zealand families and serves as the global brand headquarters.
• Rockmybaby SwitzerlandcoreOthersSwiss operations through Rockmybaby Switzerland GmbH, providing trusted childcare services in Switzerland with local expertise.
• Rockmybaby UKcoreOthersUK operations (rockmybabynannyagency.co.uk) managing European headquarters and regional service delivery.
• Rockmybaby IsraelminorOthersIsraeli operations extending the Rockmybaby international network with local childcare services.
• WindcavesupportingTechnology or IntegrationPayment processing provider powering secure credit card transactions on the Rockmybaby platform. Windcave ensures PCI DSS Level 1 compliance for payment processing.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Bubble: UK-based childcare platform that connects families with vetted nannies and babysitters, including regular, ad hoc, and after-school care. Most directly comparable to Rockmybaby's UK/European service offering and customer base.
• Sittercity: US-focused marketplace connecting families with babysitters, nannies, and caregivers, with background-checked profiles. Comparable in marketplace model and family-segment focus, though geographically distinct.
• Yoopies: Pan-European platform for childcare, nanny, and babysitter matching, with country-specific sites across France, Germany, the UK, and beyond. Directly competes with Rockmybaby's cross-border European offering and family segment.
• Koru Kids: London-headquartered nanny and childcare agency that recruits, trains, and places nannies for UK families. Comparable in service mix (nannies, babysitting), vetting approach, and family-focused customer segment.
• Polo & Tweed: UK-based private nanny and household staff agency placing nannies, maternity nurses, and governesses with families and VIP clients. Directly comparable on nanny placement, vetting, and premium family segment.
• UrbanSitter: US-based babysitter marketplace that emphasizes vetted sitters, parent networks, and last-minute booking. Comparable in babysitter-led service mix and family target segment.
• Sitly: European childcare platform operating in multiple countries, connecting families with babysitters and nannies. Closely comparable to Rockmybaby's multi-country European model and self-serve booking flow.

Broad incumbents

• Care.com: Largest global online marketplace for childcare, senior care, pet care, and housekeeping, with millions of caregivers and a public-market parent. A broad incumbent whose childcare offering overlaps directly with Rockmybaby's family-facing services.
• Bright Horizons Family Solutions: Large publicly-listed provider of centre-based childcare, employer-sponsored back-up care, and educational services globally. Overlaps with Rockmybaby's corporate/B2B and family childcare offerings, but as a centre-based incumbent rather than an in-home agency.

Emerging players

• Helpling: European online marketplace originally for household cleaning services, with adjacent home-services offerings including childcare in selected markets. Comparable as a European home-services platform expanding into care categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RockmybabyTM

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 Rockmybaby