Malaak Mama & Baby Care

What Malaak Mama & Baby Care does

Malaak Mama & Baby Care is a UAE-headquartered professional services agency that provides maternity, postnatal, childcare, and elderly care staffing and education across the UAE and Qatar. Founded in Dubai in 2013 by Lily Kandalaft, the company positions itself as the UAE's first dedicated maternity-focused childcare agency and operates under Dubai Health Authority licensing with training standards aligned to UK NHS clinical guidelines. The service portfolio spans 17 distinct offerings organized into four broad categories: bespoke childcare staffing (maternity nurses, nannies, night nannies, babysitters, 24-hour two-shift coverage), prenatal and postnatal education (prenatal classes, HypnoBirthing, lactation consulting, baby massage, weaning workshops, nanny coaching, Mama Mornings community events), bespoke sleep services (sleep consultations and gentle sleep training), and elderly care (in-home companion care, home nursing, physiotherapy, stroke recovery, palliative care, and dementia care).

Malaak employs over 200 vetted childcare professionals, each holding a BSc in Nursing, hospital experience, and at least three years of childcare experience. The company generates revenue primarily through professional-services fees billed on a quote-based, pay-as-you-go model with rates that vary by service type, shift length (10–12 hour shifts through to 24-hour coverage), and frequency. Customer acquisition is driven by a hybrid sales-led and community-led GTM motion: a direct booking channel via phone, WhatsApp, and online enquiry forms serves as the primary conversion touchpoint, while free Mama Mornings coffee events, Baby Center classes, an expert tips blog, and a 35+ video YouTube library generate top-of-funnel demand and word-of-mouth referrals. The company operates a Baby Center facility in Dubai as the physical hub for classes and consultations.

Malaak's commercial footprint includes a Dubai headquarters (Jumeirah Lakes Towers), an Abu Dhabi regional office (Al Reem Island), and a Qatar office (Westbay, Doha), plus B2B channel partnerships with three Ritz-Carlton properties (DIFC, JBR, Abu Dhabi) and The Dubai Mall. The company is founder-owned, privately held, and bootstrapped with no disclosed funding rounds. Customer concentration is highly distributed across thousands of families in the UAE and Qatar, with no material disclosed revenue dependence on a single account. The technology stack is conventional digital marketing infrastructure with no proprietary AI/ML capabilities, software platform, or mobile application.

Name

Malaak Mama & Baby Care

Legal name

Malaak Mama & Baby Care

Website

https://malaak.me

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Malaak Mama & Baby Care is a Dubai-based, DHA-licensed professional services agency founded in 2013 that places vetted maternity nurses, nannies, babysitters, sleep consultants, and elderly caregivers with families across the UAE and Qatar. The company also delivers prenatal classes, lactation consulting, and HypnoBirthing workshops through its Baby Center and B2B hotel/mall partnerships.

Ownership category

akta.pro rank

Product category

Maternity and Childcare Services

NAICS

Child Care Services (62441), Child Care Services (624410), Other Individual and Family Services (624190)

SIC

Services-Child Day Care Services (8351), Services-Social Services (8300)

akta.pro primary industry

General Babysitter/Nanny Placement Agencies (HSAAALAA)

akta.pro secondary industries

Infant & Toddler Nanny Services (HSAAABAJ), Overnight Nanny Placement & Staffing Services (HSAAADAJ), Overnight Newborn Care (Night Nurse) (HSAAADAA), Postpartum Overnight Support (Parent Rest Support) (HSAAADAF)

Keywords

• Maternity childcare services
• Postnatal support services
• Prenatal education classes
• Elderly home care
• Sleep consulting services

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Childcare Staffing Services: Malaak places maternity nurses, nannies, night nannies, babysitters, and childcare professionals with families on a part-time or full-time basis. Services are priced by duration (e.g., 10–12 hour shifts) and frequency (days per week). Two childcare professionals are provided for 24-hour round-the-clock care using two-shift coverage.
2. Prenatal and Educational Classes: Malaak conducts prenatal workshops (Part I and Part II), hypnobirthing courses, first aid workshops, baby massage classes, weaning workshops, sleep consultations, and lactation consultations. Classes are held at the Malaak Baby Center or in families' homes, either in group or private formats.
3. Elderly Care Services: Malaak provides 24/7 in-home elderly care including companion care, general home nursing, physiotherapy, stroke recovery, palliative care, and dementia/Alzheimer's care. Services are personalized to individual needs and delivered in the comfort of the patient's home.
4. Nanny Coaching and Training: Malaak offers customized nanny coaching programs run in the family's home, typically lasting one to five days, covering newborn care, hygiene, safety, feeding, weaning, routines, baby-proofing, pediatric first aid, and early child development.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Malaak Mama & Baby Care is a one-stop shop maternity and childcare agency that places vetted, BSc-qualified maternity nurses, nannies, babysitters, and sleep trainers with families on part-time, full-time, or 24-hour in-home assignments. The company also runs fee-based prenatal classes, hypnobirthing courses, lactation consultations, sleep training, baby massage, weaning workshops, nanny coaching, and in-home elderly care services delivered through its Malaak Baby Center facility and partner locations across the UAE and Qatar.

Product overview

Malaak Mama & Baby Care is a one-stop shop maternity and childcare agency operating across the UAE (Dubai, Abu Dhabi) and Qatar. It is not a single software product but a portfolio of 17 distinct service offerings organized under a unified brand. The core services include Bespoke Support throughout pregnancy and beyond (maternity nurses, babysitters), Prenatal and Postnatal Services (prenatal classes, hypnobirthing, lactation support, postnatal home visits, baby massage, weaning & nutrition, nanny coaching, Mama Mornings), Bespoke Sleep Services (sleep training, sleep consultations), Elderly Care, and Early Childhood Development including Baby Sensory. All services are delivered by qualified nurses and childcare professionals trained under UK NHS clinical guidelines and the Norland Foundation. The Malaak Baby Center serves as the primary facility for classes and consultations.

Differentiator

Problem solved

Functional benefit

Products and services

• Maternity Nurses / Private Nurse / Home Nurse in Dubai Professional postnatal maternity nursing providing in-home care for newborns and mothers, including feeding support, hygiene care, and overnight shifts, staffed by nursing-degree childcare professionals with at least 3 years of childcare experience.
• Qualified Babysitters and Childcare Part-time and full-time babysitting services with qualified childcare professionals holding BSc in nursing, hospital experience, and first aid certification, covering newborn to early toddler care including feeding, bathing, playing, and developmental activities.
• Prenatal / Antenatal Classes

Quantifiable outcome

• Baby sleeping through the night by six weeks (per testimonial)
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• The Ritz-Carlton DIFCcoreChannel Partner/ Reseller/ DistributorMalaak provides on-site babysitting and childcare services for guests of The Ritz-Carlton DIFC in Dubai. This partnership allows the hotel to offer family-friendly services, with Malaak's vetted childcare professionals deployed to guest rooms and hotel facilities.
• The Ritz-Carlton JBRcoreChannel Partner/ Reseller/ DistributorMalaak provides on-site babysitting and childcare services for guests of The Ritz-Carlton JBR (Jumeirah Beach Residence) in Dubai. The hotel leverages Malaak's professional childcare staff to differentiate its family guest experience.
• The Ritz-Carlton Abu DhabicoreChannel Partner/ Reseller/ DistributorMalaak provides on-site babysitting and childcare services for guests of The Ritz-Carlton Abu Dhabi, Grand Canal. This partnership extends Malaak's reach into the Abu Dhabi hospitality market.
• The Dubai MallcoreChannel Partner/ Reseller/ DistributorMalaak partnered with The Dubai Mall to launch the UAE's first in-mall childcare service, unveiled just in time for Mother's Day. The service is run by Malaak's professional childcare team at The Dubai Mall facilities, allowing parents to shop with peace of mind.
• HSS Health and Safety SolutionsminorImplementation/ SI/ Consulting PartnerMalaak partners with HSS Health and Safety Solutions to deliver monthly First Aid classes for parents and nannies. HSS provides certified instructors for these sessions, which are offered as part of Malaak's service portfolio.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Regional players

• MyBespokeNanny: UK- and Europe-focused premium nanny placement agency. Comparable on positioning (high-end, vetted, trained nannies for affluent families) but operates in a different geography than Malaak's UAE/Qatar footprint.

Emerging players

• Huckleberry: Tech-enabled childcare platform offering vetted nanny and babysitter placement with a strong digital booking experience. Comparable to Malaak on service category (premium nanny/childcare) but differentiated by a mobile-first marketplace model rather than quote-based phone/WhatsApp bookings.
• Right at Home (UAE): International home-care franchise with UAE operations providing in-home elderly and personal care. Comparable to Malaak's elderly-care service line (companion, post-stroke, dementia care) but focused exclusively on senior care rather than maternity/childcare.

Direct peers

• House of Nanny: UAE-based nanny placement agency operating in Dubai and Abu Dhabi. Closest direct competitor to Malaak, providing vetted nannies, maternity nurses, and babysitters to families across the Emirates, with a similar quote-based, home-delivery service model.
• British Nannies (Dubai): Dubai-based British-trained nanny placement agency targeting the same affluent expat demographic as Malaak. Competes directly for UK-trained, Norland-aligned caregivers and positions on similar professional, Western-standard childcare credentials.

Broad incumbents

• Care.com: Global online marketplace for nannies, babysitters, senior caregivers, and household help. While not UAE-originated, Care.com represents the platform-based, scaled alternative to agency-led nanny placement and is the most likely disruptive threat to agency models like Malaak's.
• UrbanSitter: US-headquartered digital marketplace for vetted babysitters and nannies, with parent-review-driven matching. While US-focused, it represents the platform alternative to agency-based placement and illustrates the structural risk to traditional agencies like Malaak.
• Helpling: MENA and global online marketplace for home services including cleaning, childcare, and eldercare. Operates in the UAE with an app-based booking model; competes with Malaak on adjacent home-services demand and could expand more aggressively into vetted nanny placement.

Others

• Norland Agency: UK-based elite nanny training and placement institution that Malaak explicitly references as part of its talent-quality story. Comparable as a benchmark for premium nanny standards, though not a direct competitor in the UAE market.
• Mums Lounge / Mama Driven: UAE-based parenting community platforms that overlap with Malaak's Mama Mornings community-led GTM motion. Not a direct competitor on services but represents the same target audience and competes for parent attention and trust in the region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@malaakmamaandbabycare
• Instagraminstagram.com/malaakbabycare
• Xx.com/malaakme

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 Malaak Mama & Baby Care