First Five Early Learning
First Five Early Learning is a family-owned Australian Long Day Care provider operating four centres across Queensland and Victoria, delivering play-based early childhood education and government-approved kindergarten programs to families with children aged 6 weeks to 5–6 years.
- Company typePrivate
- Founded-
- HeadquartersBulimba, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What First Five Early Learning does
First Five Early Learning Pty Ltd (ACN 649 345 853) is a family-owned Australian early childhood education and care provider operating four physical Long Day Care centres: two in Queensland (Bundall, Victoria Point) and two in Victoria (Cranbourne, Reservoir). The company serves families with children aged 6 weeks to 5–6 years, offering age-based room programs (Babies, Toddlers, Pre-Kindergarten, Kindergarten) delivered through a play-based curriculum aligned to the Early Years Learning Framework and National Quality Standard. Each centre features purpose-built indoor and outdoor learning environments, specialist STEM Studios and Clay Studios, in-house chef-prepared nutrition, and supports Government Approved Kindergarten Programs eligible for state subsidies. The business does not rely on proprietary technology; it uses the third-party Xplor Home application for family communication, learning stories, attendance, and account management, and acquires customers via website enquiries, Calendly tour bookings, and word-of-mouth referrals.
Revenue is generated through recurring childcare fees, net of Australian Government Child Care Subsidy (CCS) and state government kindergarten funding (Free Kindy in QLD, Free Kinder in VIC, providing up to $2,101 per child in Victoria). The go-to-market is direct-to-consumer and exclusively delivered through physical centre locations — there is no online or remote service delivery. Marketing is driven by an educational family blog, multi-centre social media presence (Facebook and Instagram), and community engagement. The company is led by Dr. Melinda Miller (Director of Early Learning) and has a dedicated Centre Acquisitions & Greenfield Developments function, signalling active multi-site expansion. No external funding, acquisitions, or institutional investment ownership have been disclosed. First Five holds Australian Government Approved Provider status (PR-40026122) and operates under the National Quality Framework with both Queensland and Victorian Child Safe Standards compliance.
First Five Early Learning firmographics
Firmographics- Name
- First Five Early Learning
- Legal name
- First Five Early Learning Pty Ltd
- Website
- https://firstfive.com.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- First Five Early Learning is a family-owned Australian Long Day Care provider operating four centres across Queensland and Victoria, delivering play-based early childhood education and government-approved kindergarten programs to families with children aged 6 weeks to 5–6 years.
- Ownership category
- akta.pro rank
First Five Early Learning industry classification
Industry- Product category
- Early Childhood Education and Childcare Services
- NAICS
- Child Care Services (62441)
- SIC
- Services-Child Day Care Services (8351)
- akta.pro primary industry
- Full-Day Childcare Centers (EDACAAAA)
- akta.pro secondary industry
- Preschool Programs within Childcare Centers (EDACABAL)
Keywords
Where First Five Early Learning is headquartered
LocationHeadquarters
- HQ city
- Bulimba
- HQ country
- Australia
- HQ region
- Oceania
Offices5 records
Markets served
First Five Early Learning business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Childcare Fees: Revenue is generated through childcare fees charged to families for early childhood education and care services. Fees are reduced through Australian Government Child Care Subsidy (CCS) payments made directly to the centre on behalf of eligible families, as well as state government kindergarten funding programs (Free Kindy in QLD and Free Kinder in VIC).
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
First Five Early Learning product offering
Product offeringCore offering
First Five Early Learning operates four long day care centres delivering early childhood education and care for children from 6 weeks to 5-6 years across Queensland and Victoria. The core offering includes age-based room programs (Babies, Toddlers, Pre-Kindergarten, Kindergarten), a Government Approved Kindergarten Program, and a School Readiness Program built on a research-informed play-based curriculum. Supporting services include in-house nutrition, specialist STEM and Clay studios, and the Xplor Home app for daily family communication.
Product overview
First Five Early Learning operates four long day care centres across Queensland and Victoria, offering a unified early childhood education and care service for children from 6 weeks to 6 years. The core product is Long Day Care, encompassing age-based room programs (Babies 0-12 months, Toddlers 1-3 years, Pre-Kindergarten 3-4 years, and Kindergarten 4-5 years), a Government Approved Kindergarten Program, and a School Readiness Program—all delivered through a research-informed Play-Based Learning Curriculum aligned to the Early Years Learning Framework and National Quality Standard. Supporting services include in-house nutrition, specialist learning studios (STEM and Clay), purpose-built indoor/outdoor learning environments with undercover playgrounds and nature yards, and the Xplor Home communication app for family engagement. The four centres (Bundall and Victoria Point in QLD; Cranbourne and Reservoir in VIC) operate under consistent branding, curriculum standards, and program quality frameworks.
Differentiator
Problem solved
Functional benefit
Products and services
- Long Day Care Service Year-round early childhood education and care service for children from 6 weeks to 5 years, featuring age-based room programs, play-based learning, Government Approved Kindergarten Program, in-house nutrition, and purpose-built indoor and outdoor learning environments.
- Government Approved Kindergarten Program Play-based kindergarten program for children aged 4-5 years delivered by university-qualified teachers, aligned to the Early Years Learning Framework and state-based guidelines, including end-of-year Transition Statements to support school transition.
- School Readiness Program Structured program building five foundational skill sets (physical, social, emotional, oral language, and dispositions for learning) to support children's successful transition to formal schooling.
- Play-Based Learning Curriculum Research-informed curriculum incorporating adult-led, child-directed, and guided play experiences, aligned to the Early Years Learning Framework and National Quality Standard, covering physical, social, emotional, language, and cognitive development.
- In-House Nutrition Service Fresh, nutritious meals prepared daily by in-house chefs, including breakfast, morning tea, lunch, afternoon tea, and late snack, with rotating seasonal menus and catering for all dietary requirements and cultural needs.
Companies that use First Five Early Learning
Customer profileSegments2 records
Ideal customer profiles1 record
First Five Early Learning technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
First Five Early Learning partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
First Five Early Learning competitors and assessment
Company assessmentBroad incumbents
- Goodstart Early Learning: Australia's largest not-for-profit early childhood operator with ~670+ centres nationally. Directly comparable long day care and kindergarten offering for the same 0–5 family segment, but at vastly greater scale and geographic breadth than First Five.
- G8 Education: ASX-listed (GEM) operator of ~430+ childcare centres across Australia under brands including Little Learners and Guardian. Same core long day care and kindergarten product, but with public-market capital, multi-brand portfolio, and national footprint.
- Affinity Education Group: Privately-held operator of ~200 centres under brands including Milestones, Papilio, and Kids Academy. Directly comparable premium long day care and kindergarten service, leveraging the same CCS/Free Kinder subsidy framework across QLD and VIC.
Direct peers
- Only About Children (OAC): Premium integrated early learning and preschool operator with campuses in QLD, VIC, and NSW, offering long day care, preschool/kindergarten, and dedicated school readiness programs. Closely comparable on curriculum philosophy and family demographic.
- Mayfield Childcare Limited: ASX-listed small-cap childcare operator with ~70 centres focused on premium long day care. Comparable scale tier and premium positioning to First Five, with similar exposure to government subsidy frameworks.
- Nido Early School: Australian premium early learning operator with purpose-built centres featuring specialist studios (art, music, STEM) and in-house chef nutrition. Closely aligned with First Five's specialist-room and in-house-nutrition differentiators.
- Guardian Childcare & Education: Premium Australian childcare operator with ~120 centres emphasising high-quality environments, play-based curriculum, and university-qualified teachers — a very close positional match to First Five's quality-and-environments-led value proposition.
- Creche and Kindergarten Association (C&K): Not-for-profit operator of ~325 early childhood services across QLD, offering long day care, kindergarten, and preschool programs. Same QLD regulatory and subsidy environment, competing for the same Brisbane/Gold Coast family cohort as First Five.
Emerging players
- Reggio Emilia Early Learning Centres (Various): Boutique Australian operator running a small number of high-design, play-based and Reggio-inspired early learning centres. Comparable to First Five in scale tier and pedagogical positioning, demonstrating the boutique-premium niche that First Five also occupies.
Regional players
- Kids Club Early Childhood Learning Centres: Independent multi-centre operator with a strong presence in regional Victoria and southern Australia offering long day care and kindergarten. Comparable to First Five's VIC footprint, but primarily in regional rather than metro catchments.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
First Five Early Learning social profiles
Digital presenceFirst Five Early Learning compliance and trust
Trust signalCompliance5 records
First Five Early Learning financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Five Early Learning leadership team
Management profileNumber of profiles
Profiles7 records
First Five Early Learning funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Five Early Learning 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 First Five Early Learning
What does First Five Early Learning do?
First Five Early Learning operates four long day care centres delivering early childhood education and care for children from 6 weeks to 5-6 years across Queensland and Victoria. The core offering includes age-based room programs (Babies, Toddlers, Pre-Kindergarten, Kindergarten), a Government Approved Kindergarten Program, and a School Readiness Program built on a research-informed play-based curriculum. Supporting services include in-house nutrition, specialist STEM and Clay studios, and the Xplor Home app for daily family communication.
Is First Five Early Learning a public or private company?
First Five Early Learning is a private company. It is classified as family owned and is currently operating.
When was First Five Early Learning founded?
First Five Early Learning was founded in -1. It employs 11 to 50 people.
Where is First Five Early Learning based?
First Five Early Learning is headquartered in Bulimba, Australia, in the Oceania region.
How does First Five Early Learning make money?
One revenue line is on record: childcare Fees.
Who are First Five Early Learning's main competitors?
Broad incumbents on record are Goodstart Early Learning, G8 Education and Affinity Education Group. Direct peers are Only About Children (OAC), Mayfield Childcare Limited, Nido Early School, Guardian Childcare & Education and Creche and Kindergarten Association (C&K). Reggio Emilia Early Learning Centres (Various) is listed as an emerging player. Kids Club Early Childhood Learning Centres is listed as a regional player.
Does First Five Early Learning have an API?
No public API is recorded for First Five Early Learning.
What industry is First Five Early Learning in?
First Five Early Learning's product category is Early Childhood Education and Childcare Services. Its primary akta.pro industry code is EDACAAAA, Full-Day Childcare Centers, with a secondary code of EDACABAL, Preschool Programs within Childcare Centers. Its NAICS code is 62441 and its SIC code is 8351.