Parents At Work
Parents At Work is an Australian advisory firm that helps enterprise employers become family-friendly workplaces through benchmarking, leadership development, certification, and employee work-and-family support services.
- Company typePrivate
- Founded2007
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Parents At Work does
Parents At Work is a privately held Australian advisory and education firm founded in 2007 by Emma Walsh and headquartered in North Sydney. The company advises, educates, and certifies employers on family-inclusive workplace practices, operating a platform-plus-services model that combines membership-based advisory, leadership development programs, family-inclusive certification, and employee-facing work and family solutions. Its primary customer base is enterprise HR teams and people leaders, supported by named engagements with organisations including Microsoft, Deloitte, KPMG, PwC, Westpac, QBE, Qantas, and Kellogg's.
The company's underlying technology consists of three layered components: the Family Friendly Workplaces benchmarking platform (an online 15-minute assessment completed by 650+ organisations), the Work + Family Hub (a 24/7 digital resource platform for employees), and the overarching Work & Family Ecosystem framework that integrates tools, training, and certification pathways. The annual National Working Families Survey and associated research reports (e.g., 2024 report) provide the evidence base for advisory work and certification standards. Distribution is primarily direct enterprise field sales supplemented by self-serve online benchmarking and partner channels including the APLEN Network.
Revenue is generated through recurring membership subscriptions for benchmarking and certification, professional services fees for leadership development and employee programs, and certification fees. Pricing is quote-based and not publicly disclosed. The firm operates with 11–50 employees, has no disclosed institutional funding, and is positioned as a purpose-led specialist in a trust-driven advisory category rather than a technology-scale platform business.
Parents At Work firmographics
Firmographics- Name
- Parents At Work
- Legal name
- Parents At Work
- Website
- https://parentsandcarersatwork.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Parents At Work is an Australian advisory firm that helps enterprise employers become family-friendly workplaces through benchmarking, leadership development, certification, and employee work-and-family support services.
- Ownership category
- akta.pro rank
Parents At Work industry classification
Industry- Product category
- Workplace Family-Inclusive Advisory
- NAICS
- Educational Services (61), Educational Support Services (611710), Other Individual and Family Services (624190)
- SIC
- Services-Educational Services (8200), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Family & Parenting Support Services (BPAGAEAC)
- akta.pro secondary industry
- Parent & Family Relations (EDALAOAK)
Keywords
Where Parents At Work is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Parents At Work business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Benchmarking & Advisory Services: Membership-based advisory services providing access to evidence-based family-inclusive policies, tools, and certification pathways for HR teams and employers.
- Leadership Development Programs: Education and training programs for people leaders to champion family-inclusive culture and embed sustainable wellbeing practices.
- Family-Inclusive Certification: Certification program for workplaces demonstrating commitment to ongoing improvement and measurable social impact in family-inclusive practices.
- Employee Work & Family Solutions: Coaching services, parental leave support, and wellbeing programs available to employees through employer partnerships.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
Parents At Work product offering
Product offeringCore offering
Parents At Work is a workplace advisory and education firm that helps organizations become family-friendly employers. It delivers coaching, benchmarking, leadership development, and certification services through its Work & Family Ecosystem, combining direct consulting with digital platforms such as the Work + Family Hub and Family Friendly Workplaces benchmarking tool.
Product overview
Parents At Work operates as a consulting and advisory firm offering a platform-plus-services model. The core offerings include Work + Family Support services (Parental Leave Transition, Coaching Services, Work + Family Hub, and Work Life Wellbeing), Benchmarking & Advisory membership, Leadership Development programs, and Family-Inclusive Certification. These services are delivered through a combination of direct consulting, digital resources (Work + Family Hub), educational events, and the Family Friendly Workplaces platform for benchmarking assessments. The company also produces research through the annual National Working Families Survey and hosts the APLEN Network community. The ecosystem is designed as an end-to-end framework where organizations can access advisory services, education programs, and certification to embed family-inclusive culture across all levels.
Differentiator
Problem solved
Functional benefit
Products and services
- Work + Family Support A suite of services that helps employees manage work-life integration, including parental leave transition support, coaching, the Work + Family Hub resource platform, and work-life wellbeing programs, delivered through employer partnerships.
- Parental Leave Transition Structured support program for employees and organisations across preparation, transition, and return-to-work phases of parental leave.
- Coaching Services One-on-one professional coaching for employees supporting career development and work-life balance during key life transitions.
- Work + Family Hub A 24/7 digital resource platform providing employees with tools, information, and support for managing family and work responsibilities.
- Work Life Wellbeing Programs and resources focused on employee mental, physical, and emotional wellbeing within the context of work and family responsibilities.
- Benchmarking & Advisory Membership-based advisory service providing evidence-based family-inclusive policy tools, benchmarking assessments, and expert guidance toward Family Inclusive Workplace certification.
- Leadership Development Training and development programs equipping people leaders to champion family-inclusive culture, embrace flexibility, and embed sustainable wellbeing practices across their organisations.
- Family-Inclusive Certification A structured certification program recognising organisations that demonstrate commitment to family-inclusive workplace practices and ongoing improvement in family support policies.
Quantifiable outcome
- 42% of employees report significant difficulties managing their physical and mental health due to competing work and family pressures
- +3 more outcomes
Companies that use Parents At Work
Customer profileNamed customers19 records
Segments4 records
Ideal customer profiles2 records
Parents At Work technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Parents At Work partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Parents At Work competitors and assessment
Company assessmentDirect peers
- Weldon: Weldon provides parental leave and family care support, including coaching and educational content, to enterprise employees via employer partnerships — a comparable B2B family-inclusive support play to Parents At Work's employee-facing Work + Family solutions.
- Maven Clinic: Maven Clinic is a digital women's and family health platform offering fertility, maternity, parenting, and return-to-work support through employer contracts — overlapping with Parents At Work's parental leave transition, coaching, and wellbeing offerings for enterprise HR buyers.
- Cleo: Cleo is a global family benefits platform delivering parental leave coaching, return-to-work programs, and family support to enterprise employees, closely mirroring Parents At Work's Work + Family Ecosystem model in a more US-anchored footprint.
- Circle In: Circle In is an Australian-based platform that supports working parents and carers through employer partnerships, offering parental leave, return-to-work, and ongoing coaching — directly overlapping with Parents At Work's Work + Family Support and Coaching Services in the same geography.
Broad incumbents
- Headspace (Headspace Care): Headspace Care (formerly Ginger + Headspace) delivers employer-funded mental health, coaching, and wellbeing support, competing for the same employee wellbeing and family-inclusive HR budgets that Parents At Work targets with its Work Life Wellbeing programs.
- Bright Horizons: Bright Horizons is a global provider of employer-sponsored childcare and early education, including back-up care and family support solutions that compete for the same HR budget and family-inclusion mandate as Parents At Work, though delivered primarily through physical care infrastructure.
- Care.com: Care.com operates a large-scale family care marketplace (childcare, eldercare, pet care) often accessed through employer-sponsored benefits, putting it in overlapping conversation with Parents At Work's family-inclusive workplace offerings at a much larger scale.
- TELUS Health (formerly LifeWorks): TELUS Health / LifeWorks is a global employee wellbeing and assistance platform offering EAP, mental health, and family support to enterprise workforces — adjacent to Parents At Work's work-life wellbeing and coaching services, with much broader scale and category breadth.
- Sodexo Benefits & Rewards Services: Sodexo's benefits and rewards division, including family- and quality-of-life services, sells into multinational HR buyers and overlaps with Parents At Work at the intersection of employer-funded family support, wellbeing, and employee experience programs.
Emerging players
- Milk Stork: Milk Stork is a niche employer-funded breast milk shipping and lactation support service for traveling parents; it sits inside the same parental-leave and working-family ecosystem that Parents At Work addresses, though with a narrower product surface.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Parents At Work social profiles
Digital presenceParents At Work financial estimates
Financial estimateRevenue estimate
Valuation estimate
Parents At Work leadership team
Management profileNumber of profiles
Profiles1 record
Parents At Work funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Parents At Work M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Parents At Work
What does Parents At Work do?
Parents At Work is a workplace advisory and education firm that helps organizations become family-friendly employers. It delivers coaching, benchmarking, leadership development, and certification services through its Work & Family Ecosystem, combining direct consulting with digital platforms such as the Work + Family Hub and Family Friendly Workplaces benchmarking tool.
Is Parents At Work a public or private company?
Parents At Work is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Parents At Work founded?
Parents At Work was founded in 2007. It employs 11 to 50 people.
Where is Parents At Work based?
Parents At Work is headquartered in Sydney, Australia, in the Oceania region.
How does Parents At Work make money?
Four revenue lines are on record. Benchmarking & Advisory Services are the primary driver. The others are leadership Development Programs, family-Inclusive Certification and employee Work & Family Solutions.
Who are Parents At Work's main competitors?
Direct peers on record are Weldon, Maven Clinic, Cleo and Circle In. Broad incumbents are Headspace (Headspace Care), Bright Horizons, Care.com, TELUS Health (formerly LifeWorks) and Sodexo Benefits & Rewards Services. Milk Stork is listed as an emerging player.
Does Parents At Work have an API?
No public API is recorded for Parents At Work.
What industry is Parents At Work in?
Parents At Work's product category is Workplace Family-Inclusive Advisory. Its primary akta.pro industry code is BPAGAEAC, Family & Parenting Support Services, with a secondary code of EDALAOAK, Parent & Family Relations. Its NAICS code is 61 and its SIC code is 8200.