Night Nannies

What Night Nannies does

Night Nannies is a UK-based childcare agency that connects families with a vetted network of paediatric nurses, midwives, and maternity nannies for overnight newborn care, sleep training, and 24-hour maternity services. Founded circa 1999-2004 by Anastasia Baker and headquartered in London, the company operates a regional franchise model with offices in Bristol (covering South and West England) and Essex/Cambridgeshire, serving families across London and South/South West England. The underlying service is a high-touch, human-driven matching process in which staff gather family requirements (baby's age, specific issues such as reflux, colic, or allergies) and present curated candidate profiles for family selection; all candidates undergo DBS police checks, first aid certification, child safeguarding training, and specialized coursework in infant care topics. The technology layer is minimal: a comprehensive website with region-specific landing pages, a postcode-based nanny finder, inquiry forms, and organic social media presence, with no disclosed AI/ML capabilities, APIs, or platform integrations. Revenue is generated through transactional per-night fees (typical nanny charges £190-£370 per night, of which £22-30 per night flows to the agency as a placement fee), one-off introduction fees (£120-£160), and consultation fees (£80-£150), with premium surcharges for twins/triplets, holidays, and short-notice bookings. The go-to-market is sales-led and relationship-driven, relying heavily on word-of-mouth referrals, hospital/consultant recommendations, and sustained earned media coverage in major UK publications rather than paid advertising.

Name

Night Nannies

Legal name

Night Nannies

Website

https://nightnannies.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Night Nannies is a UK-based childcare agency founded circa 2004 by Anastasia Baker that connects families with vetted paediatric nurses, midwives, and maternity nannies for overnight newborn care, sleep training, and 24-hour maternity services across London, Bristol, and Essex/Cambridgeshire.

Ownership category

akta.pro rank

Product category

Childcare & Night Nanny Services

NAICS

Child Care Services (62441), Child Care Services (624410)

SIC

Services-Child Day Care Services (8351)

akta.pro industry

PRIMARYHSAAALAF

Night Nanny/Overnight Care Placement

Home & Personal Services/Childcare, Babysitting & Nanny Services/Babysitter/Nanny Placement & Agency Services

SECONDARYHSAAADAJ

Overnight Nanny Placement & Staffing Services

Home & Personal Services/Childcare, Babysitting & Nanny Services/Night Nanny & Overnight Childcare

SECONDARYHSAAABAC

Full-Time Nanny Services

Home & Personal Services/Childcare, Babysitting & Nanny Services/Full-Time & Part-Time Nanny Services

Keywords

• Night nanny services
• Baby sleep training
• Maternity nanny placement
• Postnatal childcare
• Infant care agency

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Night Nanny Placement Services: The agency charges a one-off £160 introduction fee for night nanny placement, which entitles customers to a night nanny for as many nights per week as required for up to six months. Additional per-night agency fees (£22-30) are charged monthly.
2. Sleep Trainer Placement: Sleep trainers are placed for intensive 3-5 night training programmes. The agency charges a £120 initial fee for sleep trainer placement plus per-night fees.
3. Maternity Nurse Placement: 24-hour maternity nurse services are placed with a £30 per-night agency fee. Maternity nurses require one week's pay in advance.
4. Consultation Services: Specialized consultations for sleep, feeding, and behavioural issues are provided at £80-150 per session with follow-up support available.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Night Nannies is a UK-based childcare agency that places vetted night nannies, sleep trainers, maternity nannies, and breastfeeding counsellors with families in their own homes. Trained professionals (paediatric nurses, midwives, maternity nannies) arrive at 9pm and leave at 7am to care for newborns and infants, helping parents establish healthy sleep and feeding routines. The agency also provides sleep training for babies over 6 months, 24-hour maternity care, and specialist consultations.

Product overview

Night Nannies operates as a UK-based childcare agency offering a portfolio of specialized overnight and postnatal services. The core offering includes Night Nannies (overnight care from 9pm-7am for newborns up to 6 months), Sleep Trainers (for babies over 6 months using gentle methods over 3-5 nights), and Maternity Nannies (24-hour live-in care). Supporting services include Breastfeeding Counselling, Pre and Postnatal Services, and Super Nanny/Consultations for troubleshooting complex baby care issues. All nannies have DBS police checks, first aid, and child safeguarding training.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Babies sleeping through the night (typically 12 hours) after sleep training programmes
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Imperial Nannies: London-based specialist nanny and maternity nurse placement agency serving UK and international clients. Directly comparable as a premium in-home childcare placement agency with similar vetting, region-based pricing, and focus on maternity/newborn services.
• Koru Kids: UK-focused nanny placement agency with a tech-enabled matching platform serving London and surrounding areas. Comparable as a premium UK nanny placement provider targeting similar urban professional parent segments.
• Rockababy Nannies: UK nanny and maternity nurse placement agency offering night nannies, maternity nurses, and sleep consultants. Closely comparable service mix, regional coverage model, and premium positioning to Night Nannies.
• Tinies: Established UK childcare and nanny agency offering nannies, maternity nurses, and babysitters across multiple regions. Comparable as a multi-region UK childcare placement agency with overlapping service categories and franchise-style regional coverage.
• Bubble: UK on-demand childcare marketplace connecting families with vetted nannies and babysitters. Comparable as a UK childcare placement provider, though differentiated by a marketplace/tech model rather than traditional agency structure.
• Childcare.co.uk: UK-wide childcare directory and marketplace for nannies, babysitters, and childminders. Comparable as a UK childcare matching platform, though operating at a broader and lower-premium positioning than Night Nannies.

Emerging players

• Huckleberry: Digital baby sleep and育儿 app offering AI-driven sleep schedules and expert consultations. Comparable as an emerging player in the baby sleep training category that Night Nannies serves, with a tech-first delivery model that could compete for the same parent customer.

Broad incumbents

• Care.com: Global online marketplace for childcare, senior care, and household services. Comparable as the broad incumbent in the UK family-care matching category, though offering a far wider service portfolio than Night Nannies' specialised overnight focus.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/NightNanniesLondon
• LinkedInlinkedin.com/company/night-nannies

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Night Nannies