The Baby Home

What The Baby Home does

The Baby Home is a South African non-profit organisation headquartered in Durban North that provides temporary residential care for abandoned, orphaned, and special-needs babies aged from birth to four years, until they are reunified with biological family or placed with adoptive families. Founded in December 2015 by Bjorn and Jo Teunissen, the organisation has cared for over 100 babies across its operating history. It is structured under The Peace Agency (NPO 088/756, PBO 930036293), which provides its registered non-profit and public-benefit organisation status.

The organisation's service portfolio comprises five integrated programmes: Baby Home Care (core residential care), BabyLine (a national telephone and WhatsApp counselling helpline for vulnerable mothers), Adoption Support Services (in partnership with The Adoption Companion), Volunteer Programmes, and a Donation Programme. BabyLine extends the organisation's reach nationally through a partner network of non-profit, faith-based, and government hospital contacts, including care-pack distribution to new mothers at public hospitals. The operation is small (11–50 employees) and runs from a single Durban North facility.

The revenue model is donation-based and does not involve commercial fees for service recipients. Funding is sourced via PayFast online donations, bank transfers, Checkers vouchers, and monthly debit orders. The organisation holds B-BBEE Level 1 Contributor status and is POPIA-compliant. Marketing is conducted organically through Facebook, Instagram, a blog by Director Jo Teunissen, and community events such as the Adoption Day Ball and Mandela Day initiatives. No proprietary technology platform or AI/ML pipeline underpins service delivery; the only AI-related disclosure is that website imagery of children is AI-generated to protect identities.

Name

The Baby Home

Legal name

The Peace Agency

Website

https://babyhome.org.za

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

The Baby Home is a South African non-profit in Durban North providing temporary residential care for abandoned and orphaned babies (birth to four years), while operating BabyLine, a national helpline supporting vulnerable mothers and coordinating adoption placements.

Ownership category

akta.pro rank

Product category

Child Welfare and Adoption Services

NAICS

Child and Youth Services (62411)

SIC

Services-Social Services (8300)

akta.pro primary industry

Center-Based Infant Care (0–18 months) (EDACAGAA)

Keywords

• Orphan care services
• Baby care services
• Adoption support services
• Maternal helpline
• Non-profit childcare

Headquarters

HQ city

Durban

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Donations: The Baby Home relies entirely on voluntary donations from individuals and organizations. Donations can be made as one-time contributions or monthly recurring debit orders. The organization is a registered NPO and PBO, making donations tax-deductible.
2. In-Kind Donations: The organization accepts in-kind donations of baby essentials via a wishlist, including everyday items such as diapers, formula, clothing, and cleaning supplies. Donors can also arrange Checkers60 orders delivered directly.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

The Baby Home provides 24-hour residential care for abandoned, orphaned, and special-needs babies aged birth to four years at its Durban North facility, until they are placed via adoption, foster care, or family reunification. The organization complements this with the BabyLine national counselling helpline and WhatsApp service for vulnerable mothers, and Adoption Support Services that guide prospective families through South Africa's legally accredited adoption process. The Peace Agency, a registered NPO and PBO, serves as the parent organization providing infrastructure and regulatory oversight.

Product overview

The Baby Home is a non-profit organization (NPO 088/756) operating as a safe haven for abandoned and orphaned babies in Durban North, South Africa. The organization offers an integrated suite of services comprising Baby Home Care Services (core residential care for babies aged birth to four years), BabyLine (a national counselling helpline for vulnerable mothers), Adoption Support Services (guiding prospective parents through South Africa's legal adoption process), Volunteer Programs (enabling community involvement in baby care and advocacy), and a Donation Program (accepting financial and in-kind contributions). The Peace Agency serves as the parent organization overseeing The Baby Home and its various programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Baby Home Care Services 24-hour residential care for abandoned, orphaned, and special-needs babies aged birth to four years at the Durban North facility, providing love, stability, nutrition, medical support, and emotional nurturing until long-term outcomes are achieved through family reunification, foster care, or adoptive placement.
• BabyLine A national helpline (082 069 9067) and WhatsApp service for vulnerable mothers, providing crisis counselling, emotional support, guidance on safe alternatives, and connections to a national network of local non-profit, faith-based, and community support organizations. Also distributes care packs to new birth mothers in partnership with government hospitals.
• Adoption Support Services Facilitates adoption through South Africa's legally accredited adoption system, providing home studies, background checks, social worker coordination, legal process support, and post-adoption training for prospective adoptive families. Delivered in partnership with The Adoption Companion.
• Donation Program Accepts monetary donations (one-time and recurring monthly debit orders) via PayFast, direct bank transfer to The Peace Agency FNB account, and Checkers voucher contributions. Also accepts in-kind donations of baby essentials via a wishlist (diapers, formula, clothing, cleaning supplies). Tax certificates are available upon request.

Quantifiable outcome

• Over 100 babies cared for since opening in December 2015
• +1 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and flagship.

• The Peace AgencycoreStrategic or Co-development PartnerThe Baby Home is a core program of The Peace Agency, a registered non-profit (NPO 088/756) and public benefit organisation (PBO 930036293). The Peace Agency provides organizational infrastructure, regulatory compliance, banking, and administrative support, enabling The Baby Home to operate under its established non-profit umbrella.
• The Adoption CompanioncoreStrategic or Co-development PartnerThe Adoption Companion partners with The Baby Home to champion, strengthen, and journey with every person and family connected to adoption, providing additional support resources for prospective adoptive parents navigating the adoption process.
• Government HospitalscoreStrategic or Co-development PartnerBabyLine partners with government hospitals across South Africa to distribute care packs to new birth mothers, providing essential items and letting mothers know that BabyLine support is available if needed.
• Professor Thuli MadonselaflagshipOthersProfessor Thuli Madonsela serves as the patron of The Durban North Baby Home. Known for her gentle, grounding presence and wisdom, she provides high-profile advocacy and support for the organization's mission.
• National Network of Non-Profit and Faith-Based OrganizationscoreStrategic or Co-development PartnerBabyLine connects mothers with a growing national network of non-profit organizations, faith-based organizations, and compassionate individuals committed to helping women navigate difficult circumstances and access short- and long-term care resources.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Childline South Africa: National non-profit operating a toll-free helpline providing counselling and support for children and youth in distress across South Africa. Comparable to BabyLine's helpline-based service model and national non-residential reach into vulnerable populations.
• BADISA: Western Cape-based child and family welfare organization providing residential care, foster care, and community-based support services for vulnerable children and families. Comparable in residential childcare, adoption/foster coordination, and donor-funded non-profit operations, though focused on a different South African region.
• Cotlands: South African NPO providing residential and community-based early childhood development services for vulnerable children, including those affected by HIV/AIDS, abandonment, and poverty. Directly comparable in target population, residential care model, and donor-funded non-profit structure.
• Door of Hope: South African non-profit operating safe houses for abandoned babies, with a mission and operating model (residential care for abandoned infants awaiting adoption or reunification) that closely mirrors The Baby Home's core service. Comparable in target beneficiaries, service delivery mechanism, and reliance on donations and volunteers.
• Abraham Kriel Kinderhuys: One of the oldest South African children's homes, providing residential care, therapeutic services, and family reintegration support for vulnerable and orphaned children. Comparable in residential care for children, non-profit funding model, and South African operating context.

Broad incumbents

• Child Welfare South Africa: National federation coordinating a network of Child Welfare societies delivering child protection, adoption, foster care, and family preservation services across South Africa. Comparable in child welfare and adoption mission, but operates as a broader umbrella organization with established national scale rather than a single-site residential facility.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TheBabyHome
• Instagraminstagram.com/thebabyhome

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 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 The Baby Home