What My Nanny does

My Nanny is a Georgian digital marketplace, founded in 2020 and headquartered in Tbilisi, that connects parents seeking childcare with vetted nannies, babysitters, tutors, and children's activity providers. The platform operates as a two-sided self-serve marketplace where parents register for free, browse caregiver profiles, chat with candidates, and book services ranging from one hour to multi-month engagements, with both on-site (in-home, events, vacation properties) and online (Zoom-based tutoring) delivery modes. Supply-side providers include students, teachers, and professional caregivers who set their own hourly rates and must complete a multi-stage vetting process (psychologist interview, identity verification, criminal records check) and graduate from the proprietary Nanny Academy training program developed in partnership with Ilia State University's Child Development Institute.

The underlying platform is a web-based marketplace accessible via mynanny.ge and mobile applications, with real-time chat, calendar scheduling, an internal e-wallet, a referral program paying ₾10 to both referrer and referee on first completed booking, and payment processing handled exclusively through TBC Bank. Core product lines are Onsite Babysitter (on-demand and scheduled), Online Tutoring (Zoom-delivered), and Long-term Nanny (3+ months with automated monthly payments); adjacent offerings include Group Activities (sports, arts, cognitive-entertainment programs) and digital Gift Cards in fixed denominations.

The business model is a pure marketplace take rate: My Nanny charges a 15% commission embedded in the displayed hourly rate, with discounts applied for bookings exceeding 3 or 5 hours daily and gift cards providing an alternative prepaid entry point. The company is privately held, founder-managed, and serves only the Georgian market, with no disclosed institutional investors beyond a GITA innovation grant and no publicly available revenue figures.

Name

My Nanny

Legal name

LLC Mynanny Services

Website

https://mynanny.ge

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Childcare Marketplace

NAICS

Child Care Services (62441), Child Care Services (6244)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

Nanny Agency / Placement Services (HSAAABAN)

Keywords

• Childcare marketplace
• Nanny booking platform
• Online tutoring services
• Babysitter matching service
• Parent caregiver platform

Headquarters

HQ city

T'elavi

HQ country

Georgia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Platform Commission (15%): My Nanny charges a 15% commission on the total service fee paid by parents to nannies/tutors. This commission is included in the hourly rate displayed on nanny profiles. The platform generates revenue exclusively from this marketplace take rate, with no separate subscription fees for parents or nannies.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

My Nanny is a digital two-sided marketplace that connects parents seeking childcare with nannies, babysitters, tutors, and children's activity providers in Georgia. The platform supports both on-demand/onsite bookings and long-term nanny arrangements, plus online tutoring via Zoom, and includes a multi-stage nanny vetting process and an exclusive Nanny Academy training program developed with Ilia State University. Revenue is generated exclusively through a 15% commission on each booking.

Product overview

My Nanny is a digital marketplace platform that connects parents seeking childcare with nannies, tutors, and activity providers. The platform operates three core service offerings: onsite babysitter services (available on-demand or scheduled), online tutoring via Zoom, and long-term nanny arrangements. Additional products include group activities, gift cards, and the Nanny Academy training program developed with Ilia State University. The platform charges a 15% commission on services and enables nannies to set their own hourly rates.

Differentiator

Problem solved

Functional benefit

Products and services

• Onsite Babysitter Service On-demand or scheduled in-person childcare service where vetted nannies travel to the parent's location, with booking available up to one hour in advance. Targeted at parents needing flexible, short-notice care.
• Online Tutoring Service Virtual tutoring sessions conducted via Zoom, connecting students with tutors for subject-specific or general academic assistance. Targeted at parents and students seeking flexible remote learning support.
• Long-term Nanny Service Ongoing childcare service with a dedicated vetted nanny for periods of three months or more, with automated monthly payment processing. Targeted at families needing consistent recurring care.
• Gift Card Digital gift card product available in preset denominations of ₾10, ₾20, ₾50, and ₾100 or custom values, delivered via email or SMS, usable for platform childcare services. Targeted at gift-givers wanting to fund a parent's My Nanny bookings.
• Group Activities Group childcare activities including sports, arts, and cognitive-entertainment programs, bookable for multiple children with optional cost splitting. Targeted at parents seeking social and developmental extracurricular activities for their children.
• Nanny Academy Online training program developed with Ilia State University's Child Development Institute covering child development, communication, nutrition, routine management, family relations, and special needs care. Targeted at platform nannies seeking professional credentials.

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Ilia State University - Child Development InstitutecoreStrategic or Co-development PartnerMy Nanny developed its exclusive Nanny Academy training program in collaboration with the Child Development Institute at Ilia State University. The online course covers child development, emotional support, communication, nutrition, routine management, and special needs care. All platform nannies must complete this training to become verified providers.
• TBC Bank (JSC TBC Bank)coreOthersTBC Bank serves as the servicing bank for all payment processing on the platform. The company has a financial services agreement with TBC Bank. Notably, transfers to TBC Bank accounts incur no additional bank commission fees, while transfers to other banks incur fees of 0.9 GEL for amounts up to 1000 GEL, or 0.07% for amounts above 1000 GEL.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sittercity: Online marketplace for finding babysitters, nannies, tutors, and pet sitters with background-checked provider profiles. Equivalent two-sided marketplace and category overlap including nanny and tutor search.
• UrbanSitter: US-focused marketplace that connects parents with vetted babysitters and nannies through online profiles, background checks, and booking. Closely mirrors My Nanny's marketplace model with screening features and online booking.
• Babysits: Online childcare platform that operates in Georgia and other countries, connecting parents with babysitters and nannies. Direct regional competitor with overlapping Georgian-language user base and similar self-serve marketplace mechanics.
• Nanny Lane: Online platform focused specifically on connecting families with nannies, featuring background checks, parent reviews, and detailed nanny profiles. Highly comparable in its dedicated focus on the nanny placement category.

Broad incumbents

• Superprof: Global marketplace for private tutors across many subjects including academic tutoring for children. Comparable in the online tutoring vertical that My Nanny's platform also facilitates.
• Care.com: Global online marketplace connecting families with caregivers including nannies, babysitters, tutors, and senior caregivers. Directly comparable marketplace model and category breadth (caregivers + tutoring), though it operates at vastly larger scale and in mature Western markets.

Emerging players

• Helpr: App-based marketplace for on-demand childcare and nanny services with vetted providers. Comparable as a digital-first, mobile-first childcare marketplace with similar on-demand booking model.
• Wecare Nannies / Wecare.com: Digital marketplace for childcare and household staffing including nannies, sitters, and tutors. Comparable two-sided marketplace model with similar trust-and-verification positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC-updPTRQ2g2TvWb-Nzk5dA
• Facebookfacebook.com/pg/mynannyge/community
• Instagraminstagram.com/mynannyge

Revenue estimate

Valuation estimate

Number of profiles

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 My Nanny