Aunty SG

What Aunty SG does

Aunty SG (Aunty Pte. Ltd.) is a Singapore-based childcare marketplace founded in 2021 that connects families with vetted babysitters and confinement nannies across three product lines: Aunty App (on-demand urgent babysitting with instant booking on iOS/Android), Aunty Concierge (regular babysitting with team-assisted matching and prepaid credit packages), and Aunty Confinement Nanny (specialized 24/7 postpartum care with pre-service parent-nanny video introductions). The platform technology is a conventional mobile-and-web application with profile browsing, in-app chat, review systems, secure payment processing via third-party processors, and a credit-hour ledger for the concierge service. The company also offers corporate childcare packages for events and a referral program, but operates exclusively in Singapore.

Revenue is generated through transaction fees across hourly babysitting ($20-$45/hour urgent, $25-$35/hour via concierge packages), daily/monthly confinement nanny rates ($150/day, $3,600-$4,500 per 28-day engagement), and bespoke B2B corporate packages, with a $50 non-refundable concierge search fee and a $100 bilateral referral reward as auxiliary monetization. The go-to-market is hybrid: product-led growth via the self-serve mobile app for urgent needs, inside sales for concierge matching, direct WhatsApp sales for confinement nannies, field sales for corporate packages, and a community-led referral motion. Customer segments span new parents needing postpartum support, working parents seeking regular childcare, families with urgent childcare needs, and corporate HR/event organizers. To date, Aunty reports serving over 15,000 families with a network of 990+ vetted caregivers and 3,990+ five-star reviews, operating with a 12-person team and no disclosed institutional funding.

Name

Aunty SG

Legal name

AUNTY PTE. LTD.

Website

https://aunty.sg

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Aunty SG is a Singapore-based childcare marketplace operating since 2021, connecting families with vetted babysitters and confinement nannies via mobile app, concierge web portal, and WhatsApp, serving 15,000+ households with three product lines covering urgent, regular, and postpartum childcare.

Ownership category

akta.pro rank

Product category

Childcare Services

NAICS

Child Care Services (62441), Private Households (814)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

General Babysitter/Nanny Placement Agencies (HSAAALAA)

akta.pro secondary industries

Infant & Toddler Nanny Services (HSAAABAJ), Part-Time Nanny Services (HSAAABAD), Event & Wedding Babysitting (Kids’ Corner/Group Sitting) (HSAAAAAE)

Keywords

• Childcare services
• Babysitting agency
• Confinement nanny
• Postpartum care
• On-demand childcare

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Urgent Babysitting Booking: Transaction-based booking fees for on-demand babysitting sessions booked through the mobile app. Parents pay hourly rates for last-minute or short-term childcare.
2. Regular Babysitting Packages: Credit-based package system where families purchase hourly credits (Basic $350/10hrs, Enhanced $600/20hrs, Premium $1400/50hrs, Ultimate $2500/100hrs) with one-time $50 search fee. Additional surcharges for weekends, holidays, and extra children.
3. Confinement Nanny Service: Daily rate service starting from $150/day for post-birth support up to 4 months. Experienced nanny pricing at $4,300 for 28-day engagements. Agency fees cover administrative costs including work permit processing and insurance.
4. Corporate Event Childcare: B2B service for corporate events providing professional childminding for family-friendly events. Pricing tailored to event requirements and duration.
5. Referral Program: $100 referral reward for both referrer and referee when friend places deposit for confinement nanny service.

Pricing tiers

Go-to-market motion5 records

Distribution channels5 records

Marketing channels6 records

Core offering

Aunty SG operates a Singapore-based childcare platform connecting families with a vetted network of 990+ babysitters and confinement nannies. Its core offering comprises three service lines: (1) Aunty App — instant on-demand urgent babysitting via mobile app; (2) Aunty Concierge — personalised team-assisted matching for regular/weekly babysitting with package-based hourly billing; and (3) Aunty Confinement Nanny — specialised 24/7 in-home postpartum care for new mothers and newborns. The company also offers Corporate Childcare Packages for on-site childminding at corporate events and conferences.

Product overview

Aunty SG is a Singapore-based multi-service childcare platform operating three distinct product lines: (1) Aunty App — a mobile and web platform for on-demand and scheduled babysitting, enabling parents to browse vetted babysitter profiles, read reviews, and book instant or advance sessions; (2) Aunty Concierge — a personalised team-assisted matching service for regular/ongoing babysitting with package-based hourly billing (Basic to Ultimate tiers); and (3) Aunty Confinement Nanny — a specialised postpartum care service providing 24/7 in-home confinement nannies with advance parent-nanny matching. The company also offers Corporate Childcare Packages for events and a Refer a Friend Programme for the confinement service. Aunty positions itself as a platform facilitator connecting vetted caregivers (nannies and babysitters) with families, with over 15,000 families served since founding in 2021.

Differentiator

Problem solved

Functional benefit

Brands

• Aunty App: On-demand babysitting mobile application for urgent/last-minute childcare
• Aunty Concierge
• Aunty Confinement

Products and services

• Aunty App (Urgent Babysitting) Mobile application (iOS and Android) and web platform enabling on-demand babysitter matching. Parents browse verified babysitter profiles, read reviews, filter by experience and special needs, and book instant or scheduled sessions. Supports same-day, last-minute, and overnight bookings at $20-$45/hour with no booking fee charged.
• Aunty Concierge (Regular Babysitting) Personalised regular babysitting service with team-assisted matching via a dedicated web app. Includes a one-time $50 search fee, shortlisted sitter profiles with reviews, paid trial sessions, and four package tiers (Basic $350/10hrs at $35/hr, Enhanced $600/20hrs at $30/hr, Premium $1,400/50hrs at $28/hr, Ultimate $2,500/100hrs at $25/hr). Surcharges apply for early/late hours, weekends, public holidays, and additional children.
• Aunty Confinement Nanny Specialised 24/7 in-home postpartum confinement nanny service providing care for new mothers and newborns for up to the first 4 months post-birth. Services include confinement food preparation, breastfeeding guidance, newborn care, light domestic chores, and emotional support. Pricing from $150/day; 28-day packages range $3,600-$3,900 for nannies with limited experience and $4,300 for experienced nannies (minimum 3 years). Free nanny replacement offered within the first week if unsatisfied.
• Corporate Childcare Packages On-site group childminding services for corporate events such as conferences, offsites, retreats, town halls, and hotel gatherings. Professional vetted nannies provide age-appropriate activities with tailored programmes for event attendees' children. Pricing is tailored to event requirements and duration.

Quantifiable outcome

• 15,000+ families served since 2021
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered minor.

• Madam PartumminorGTM or Marketing PartnerPartner offering postpartum services and products. Provides exclusive perks and discounts to Aunty customers as part of the partner benefits program.
• Joie BabyminorGTM or Marketing PartnerBaby and nursery product brand partner. Offers exclusive discounts to Aunty customers through the partner perks program.
• HegenminorGTM or Marketing PartnerPremium baby feeding and nursing products brand. Provides exclusive offers to Aunty customers as part of partner network.
• Swish SwimmingminorGTM or Marketing PartnerSwimming lessons and aquatic programs for children. Partner offering exclusive benefits to Aunty families.
• CryoVivaminorGTM or Marketing PartnerCord blood and tissue banking services. Partner providing exclusive offers to Aunty customers for family wellness services.
• NinonanaminorGTM or Marketing PartnerChildren's clothing and lifestyle products. Partner offering exclusive discounts to Aunty customer base.
• KindleSpaceminorGTM or Marketing PartnerChildren's learning and educational space. Partner providing exclusive offers to Aunty families.
• BzubzuglobalminorGTM or Marketing PartnerPartner brand visible in partner logo section. Nature of partnership aligns with family/parenting services ecosystem.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Bubble: Asia-based (Singapore/HK) on-demand childcare platform providing vetted babysitters for in-home and event care — direct regional competitor to Aunty's core Singapore market.
• Helpr: On-demand childcare platform focused on backup and last-minute care needs, with employer-sponsored benefits as a B2B distribution channel — overlaps with Aunty's urgent babysitting and corporate event offerings.
• Babysits: International platform connecting parents with babysitters across multiple countries; comparable marketplace model with broader geographic ambition than Aunty currently has.

Direct peers

• UrbanSitter: US-based babysitter marketplace with sitter profiles, reviews, and instant booking — closely aligned with Aunty App's product-led urgent-booking motion.
• Nanny.SG: Singapore-based nanny placement agency directly comparable to Aunty Concierge and Aunty Confinement, serving the same parent demographic with vetted caregiver matching.

Broad incumbents

• Care.com: Global marketplace connecting families with caregivers across childcare, senior care, and pet care; broad incumbent against whom Aunty's vertical depth in Singapore childcare is positioned.
• Sittercity: US-headquartered babysitting marketplace with background-checked sitters; comparable platform model to Aunty App, though operating at much larger scale and in a different geography.
• GoAuPair: Long-running au pair placement agency providing full-time live-in caregivers; comparable to Aunty's longer-term nanny and confinement matching services, though cross-border in model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/aunty.sg
• LinkedInlinkedin.com/company/auntysg

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Aunty SG