Morningside Nannies

What Morningside Nannies does

Morningside Nannies is a privately held nanny referral agency founded in 1992 and headquartered in Katy, Texas, serving families across the Greater Houston metropolitan area. The company matches families with pre-screened, experienced, and reference-verified nannies for a range of childcare arrangements including full-time, part-time, summer, backup, temporary, urgent/same-day, hotel, and event care. Its core offering is a high-touch, human-led placement process rather than a technology platform; matching is conducted by placement specialists who personally interview candidates, verify references, conduct background checks, and present only candidates meeting a family's specific criteria. Screening standards include criminal background checks, employment verification, driving records, National Sex Offender Registry checks, and CPR/First Aid certification requirements.

The agency operates with a small team of 1–10 employees and runs in a fully virtual model, with all services delivered via phone and online registration through the nannybase.com platform. Revenue is generated through a combination of a $100 one-time family search fee (valid for one year) and a transaction-based referral fee equal to six times the nanny's gross weekly wages for full-time placements (35+ hours/week) and eight times for part-time placements, plus a 3% processing fee. Nannies are placed at no cost to them, and the agency offers free training, CPR/First Aid certification, and professional development resources. The agency is led by President Ken Myers and Executive Director and Managing Partner Michelle LaRowe, who is an INA-credentialed nanny, former INA board member and executive director, and editor of Nanny Magazine. Morningside Nannies is a longtime member of the International Nanny Association and an Association of Premier Nanny Agencies (APNA) Agency of the Year award recipient, and operates within an affiliated business structure under Longhorn Leads, LLC.

Name

Morningside Nannies

Legal name

Morningside Nannies

Website

https://morningsidenannies.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Morningside Nannies is a Houston-based nanny referral agency, founded in 1992, that matches Greater Houston families with pre-screened, reference-verified nannies for full-time, part-time, and specialized childcare arrangements through a high-touch, human-led placement process.

Ownership category

akta.pro rank

Product category

Nanny Placement Services

NAICS

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 Placement Agencies (HSAAALAC)

Keywords

• Nanny placement services
• Childcare referral agency
• In-home childcare services
• Household staffing agency
• Background screening services

Headquarters

HQ city

Katy

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Family Search Fee: One-time search fee of $100 charged at registration to offset initial client intake and job launch costs. Valid for one year.
2. Referral Fee: Upon a nanny accepting a job offer, a referral fee is charged equal to six times the nanny's gross weekly wages for full-time positions (35+ hours/week) and eight times the nanny's gross weekly wages for part-time positions. Billed to the credit card on file.
3. 3% Processing Fee: A 3% processing fee is added to the referral fee at the time of billing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Morningside Nannies is a Houston-based nanny referral agency that matches families in the Greater Houston area with pre-screened, qualified, and well-referenced nannies for a range of in-home childcare needs including full-time, part-time, summer, backup, temporary, event, urgent, and hotel-based care. The agency performs comprehensive background screening, reference verification, and childcare knowledge assessments, then matches candidates to families based on experience, temperament, and family requirements. It also offers background screening as a standalone service and educational resources for both nannies and nanny employers.

Product overview

Morningside Nannies is a Houston-based nanny referral agency offering a comprehensive portfolio of childcare services. The core offerings include full-time nanny care (40-60 hours/week), part-time nanny care (under 35 hours/week), summer care, backup care, temporary care, event childcare, urgent/same-day care, and hotel care at partner Houston hotels. The agency also provides background screening services and operates two educational tools: the Nanny Quiz for prospective caregivers and the Nanny Employer Quiz for families. The services are unified through a placement process that matches prescreened, well-referenced nannies with families based on their specific childcare needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Full-Time Nanny Care Full-time nanny care providing 40 to 60 hours per week of customized, attentive childcare in the family's private home, including children's laundry and keeping children's areas organized. Targeted at Houston families needing comprehensive ongoing in-home childcare.
• Part-Time Nanny Care Part-time nanny care for parents requiring less than 35 hours per week of childcare coverage, including before- and after-school childcare and split shifts. Targeted at Houston families needing flexible in-home childcare under 35 hours per week.
• Summer Nanny Care

Quantifiable outcome

• Nannies hired through Morningside Nannies typically earn $20-$28+ gross hourly rate, with most averaging $22-$26 per hour.
• +1 more outcomes

Named customers11 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• International Nanny Association (INA)coreOthersMorningside Nannies is a longtime member of the International Nanny Association. Executive Director Michelle LaRowe served as a board member and executive director of the INA. The company holds its staff to INA membership standards.
• Association of Premier Nanny Agencies (APNA)coreOthersMorningside Nannies is a member and Agency of the Year award recipient of the Association of Premier Nanny Agencies, demonstrating adherence to APNA's professional standards.
• Longhorn Leads, LLCminorOthersMorningside Nannies is affiliated with Longhorn Leads, LLC. Personal data may be shared with other branches of Morningside Nannies and affiliate businesses under Longhorn Leads, LLC and other agencies.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Emerging players

• Helpr: Tech-enabled childcare and senior care platform offering vetted caregivers via employer-sponsored backup care and direct family bookings. Emerging player competing in adjacent family-childcare territory with a digital-first model.
• Nanny Lane: Online nanny marketplace with background checks, messaging, and job posting tools. A tech-forward emerging player in the same family-to-nanny matching space Morningside Nannies serves, albeit with a self-serve rather than full-service approach.
• Bambino: Neighborhood-based babysitting referral app leveraging parent-to-parent recommendations. Overlaps with Morningside Nannies in the family-childcare matching space, though focused on sitters rather than long-term nanny placements.

Direct peers

• Au Pair in America: U.S. State Department-designated au pair agency placing live-in childcare providers with American families. Comparable to Morningside Nannies as a regulated, full-service childcare placement agency, though focused on the live-in au pair model.
• Sittercity: National online marketplace connecting families with nannies, sitters, and caregivers. Competes with Morningside Nannies in the family-to-nanny matching space, though with a lower-touch, self-serve model versus Morningside's full-service placement approach.
• Cultural Care Au Pair: Large regulated au pair agency placing international caregivers with U.S. families for cultural exchange-based live-in childcare. Comparable to Morningside Nannies as a premium, full-service in-home childcare placement agency.
• UrbanSitter: Online nanny and babysitter matching platform that uses parent network recommendations and background checks. Comparable to Morningside Nannies in targeting urban professional families seeking vetted childcare providers.

Others

• Great Au Pair: Online au pair and nanny matching directory with background check services. Adjacent to Morningside Nannies as a marketplace facilitating family-to-caregiver connections, though operating as a self-serve listing platform rather than a full-service placement agency.

Regional players

• College Nannies + Sitters + Tutors: Multi-location nanny, sitter, and tutor placement franchise focused on college-aged caregivers. Comparable to Morningside Nannies in providing vetted childcare placements to professional families, though with a national footprint and franchise-based model.

Broad incumbents

• Care.com: The largest U.S. marketplace for caregivers including nannies, sitters, and senior care. A broad incumbent that overlaps directly with Morningside's core service category but operates at a vastly larger scale with a subscription-based, lower-touch model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MorningsideNan
• Facebookfacebook.com/morningsidenannies
• LinkedInlinkedin.com/company/morningside-nannies-inc-

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Morningside Nannies