What Swaddle does

Swaddle is a childcare marketplace and agency platform that connects families with vetted caregivers for babysitting, night nursing, nanny, and tutoring services. The company operates a mobile-first platform (iOS and Android) built on third-party infrastructure including Stripe for payments, Trustii for background screening, Agora for real-time communications, Twilio for messaging, and AWS and Firebase for hosting. Swaddle positions itself as a full-service agency rather than a thin marketplace, conducting multi-step caregiver vetting that includes background checks, CPR/First Aid verification, in-person interviews, reference checks, and ongoing Trustii screening.

The company's core product is caregiver matching augmented by a "Super Swaddler" preference profile that captures family-specific requirements (preferred caregivers, child routines, scheduling, allergies) and supports recurring weekly bookings. Service breadth is a deliberate positioning choice: by offering Night Nursing and Tutoring alongside hourly babysitting, Swaddle addresses higher-acuity newborn/postpartum care and school-age educational care, materially expanding the addressable use cases per family.

Swaddle generates revenue through transaction fees — a service fee plus a 2.9% credit card processing pass-through — on each completed booking. The company is incorporated as two legal entities: Swaddle Inc. in Quebec and Swaddle LLC in Delaware, supporting cross-border operations. The company is bootstrapped with approximately 9 employees and active in three markets: Montreal (headquarters), Toronto, and Miami. No funding rounds have been disclosed. The customer base is a long tail of individual families rather than enterprise accounts, producing low customer concentration but also limited revenue predictability.

Name

Swaddle

Legal name

Swaddle Inc.

Website

https://swaddlemtl.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Swaddle is a mobile-first childcare marketplace connecting families with vetted caregivers for babysitting, night nursing, nanny, and tutoring services across Montreal, Toronto, and Miami, earning revenue through per-booking transaction fees.

Ownership category

akta.pro rank

Product category

Childcare Marketplace / On-Demand Babysitting Platform

NAICS

Child Care Services (62441)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

Childcare & Eldercare Caregiving Platforms (BPAMAHAJ)

akta.pro secondary industries

General Babysitter/Nanny Placement Agencies (HSAAALAA), Overnight Newborn Care (Night Nurse) (HSAAADAA), Night Nanny/Overnight Care Placement (HSAAALAF), Overnight Babysitting (Ad Hoc) (HSAAAAAJ)

Keywords

• Childcare marketplace
• Babysitting services
• Night nursing care
• Vetted caregiver platform
• Mobile childcare app

Headquarters

HQ city

Dollard-des-Ormeaux

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Transaction Fee (Service Fee): Swaddle charges a service fee on top of the Swaddler's hourly rate for every booking confirmed through the platform. The service fee is non-refundable upon cancellation and is separate from the caregiver fee. The exact service fee percentage is not publicly disclosed on the website.
2. Credit Card Processing Fee: A 2.9% processing fee is applied to the total booking amount (including taxes) for all credit card transactions to cover the payment platform's fees.
3. Extension and Late Fees: When bookings are extended beyond scheduled end time by more than 5 minutes, an additional 30% service fee applies on the extra time. Late cancellations may forfeit portions of the Swaddler fee.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Swaddle operates a mobile-app-based childcare marketplace that connects families with independently contracted, vetted caregivers called Swaddlers. The platform provides on-demand and recurring babysitting, overnight night nursing, nanny placement, and tutoring services across Montreal, Toronto, and Miami. Swaddle handles caregiver hiring, vetting (background checks, CPR/First Aid certification, interviews), personalized matching, scheduling, and payment processing through the app.

Product overview

Swaddle is a childcare marketplace and app-based platform operating in Montreal, Toronto, and Miami. The platform connects families with vetted childcare providers called Swaddlers through a mobile app (iOS and Android). The core offering comprises four service lines: Babysitting Services (on-demand and recurring care), Night Nurse Services (overnight newborn care by registered nurses or doulas), Nanny Services (full-time, part-time, and temporary placement), and Tutoring Services. All caregivers undergo a proprietary vetting process including background checks, identity verification, CPR certification, reference checks, and multi-step interviews. The platform features personalized matching based on family profiles, with an optional meet-and-greet video call add-on before booking confirmation. Families book and pay through the app, with pricing including the caregiver's hourly rate plus a service fee. Swaddle handles hiring, vetting, matching, and scheduling while families manage bookings through the platform.

Differentiator

Problem solved

Functional benefit

Brands

• Swaddlers: The company's childcare providers/caregivers who are vetted, CPR and First Aid certified professionals providing babysitting, tutoring, and night nursing services.

Products and services

• Swaddle App
• Babysitting Services
• Night Nurse Services
• Nanny Services
• Tutoring Services

Quantifiable outcome

• Receipts eligible for Canadian childcare tax benefit with RL24 slips provided at year-end
• +1 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• Agora (Agora Lab, Inc.)coreTechnology or IntegrationAgora provides video conference call infrastructure for Meet and Greet calls between families and Swaddlers before booking confirmation. Swaddle uses Agora's real-time video SDK to enable the 15-minute virtual introductory calls that are part of the booking flow.
• Twilio Inc.coreTechnology or IntegrationTwilio provides video conference call infrastructure for Meet and Greet calls between families and Swaddlers. Alongside Agora, Twilio is used as a third-party video solution for the pre-booking introductory video calls.
• Stripe Inc.coreTechnology or IntegrationStripe handles payment processing for all bookings made through the Swaddle App. Swaddle's Master Service Agreement confirms credit card as the sole payment method. A 2.9% processing fee is charged to cover Stripe's fees.
• Amazon Web Services (AWS) / Amazon Cloud ServicescoreTechnology or IntegrationAmazon Web Services provides cloud hosting infrastructure for the Swaddle platform. AWS Canada (Amazon Web Services Canada, Inc.) is specifically listed as the hosting provider, with servers likely located in the US and Canada per Swaddle's privacy policy.
• Firebase (Google LLC)coreTechnology or IntegrationFirebase provides backend cloud computing services for the Swaddle platform, including authentication, real-time database, and app infrastructure support for the Swaddle mobile application.
• Trustii Technologies Inc.coreTechnology or IntegrationTrustii is used for identity verification of both families and Swaddlers on the platform. Swaddlers undergo background and identity checks using Trustii's verification services before being allowed to operate on the platform. Trustii is headquartered in Montreal, Quebec.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nanny Lane: Online nanny search and booking platform with background-checked caregivers and a digital booking flow. Comparable to Swaddle in the long-term nanny-placement use case with similar trust-and-verification positioning.
• Sittercity: Long-standing U.S. online marketplace for finding babysitters, nannies, and other caregivers. Competes head-on with Swaddle in the U.S. and provides an online-subscription + booking experience for families seeking childcare.
• Bambino Technologies: Neighborhood-based childcare app connecting parents with vetted sitters via community-driven recommendations. Closely comparable to Swaddle in approach (vetted local caregivers, mobile-first bookings) though with a more social, community-anchored supply model.
• Care.com: Largest online marketplace connecting families with caregivers across childcare, senior care, pet care, and housekeeping. Directly comparable to Swaddle in the babysitting/childcare vertical, though operates an open self-onboarding model versus Swaddle's curated agency-style approach.
• Helpr: On-demand childcare platform providing vetted, in-home caregivers for families and employer-sponsored backup care. Directly comparable to Swaddle's app-based, on-demand babysitting model, with a similar curated supply-side approach.
• UrbanSitter: Mobile-first marketplace connecting parents with vetted babysitters and nannies in major U.S. metros. Same target customer, same core use case (on-demand and recurring childcare bookings) and same two-sided marketplace model as Swaddle.

Emerging players

• Vivvi: Employer-sponsored childcare platform offering in-home and center-based care with a focus on benefits-driven access. Adjacent to Swaddle — overlaps on the family-childcare mission but pursues a B2B2C employer channel rather than direct-to-consumer.
• Bubble: Nanny and household-staff platform serving families seeking full-time, part-time, and temporary nannies. Comparable to Swaddle's nanny placement vertical with a similar high-touch matching model, though narrower in service scope.

Broad incumbents

• Yoopies: European-headquartered care marketplace spanning childcare, tutoring, and household services. Overlaps with Swaddle on the childcare marketplace concept and on tutoring, but operates across multiple European countries rather than North America.

Regional players

• MaisonNanny: Montreal-based nanny and household-staff placement agency serving the Quebec market. Direct regional competitor to Swaddle in Montreal — same geography, same target customer (French and bilingual families), overlapping nanny-placement use case.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/swaddleinc

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 Swaddle