The Trustee For Jade Ingleby Family Trust

What The Trustee For Jade Ingleby Family Trust does

The Trustee For Jade Ingleby Family Trust operates Choklits Child Care, a family-owned early childhood education and care (ECEC) provider headquartered in Victoria, Australia. The legal entity was established in 2016 when Jade Ingleby and her husband Matt Reynolds acquired the Ringwood centre; Croydon has operated since 1995 and Ringwood since 1998, with Surrey Hills added under current ownership. The business delivers long day care for children aged 6 weeks to 6 years and Victorian Government funded three- and four-year-old kindergarten programs across three purpose-built centres in Melbourne's eastern suburbs: Ringwood (90 places, AUD $176.10/day), Croydon (120 places, AUD $167.24/day), and Surrey Hills (92 places) — totalling 302 licensed places. The core offering is bundled into CHOKLITS+, an all-inclusive enrichment package adding yoga, judo, music, messy play, cooking experiences, allied health visits (Dr Rob), school readiness programming, and a weekly bush kinder to the daily fee without add-ons. Distribution is direct-to-consumer, with parent enrollment occurring via centre tours, online enquiry forms, and a child care subsidy calculator on choklits.com.au. Revenue derives from per-diem fees (~$167–$176/day) supplemented by Victorian Free Kinder funding and the Commonwealth Child Care Subsidy, flowing through approximately 120+ qualified educators and support staff across the three locations.

Programmatic differentiation centres on curriculum rather than technology: play-based learning aligned with Australia's Early Years Learning Framework, intergenerational partnerships with aged care facilities, Nutrition Australia-approved seasonal menus prepared by in-house chefs, and a Plant to Plate gardening-to-kitchen initiative. Operational scale signals include 600+ annual incursions and excursions, 350+ five-star Google Reviews, and recognition including the City of Whitehorse Food Premises of the Year Award (2023) and Victorian Government Achievement Program accreditation across all six health areas at the Croydon centre. The ownership structure — a discretionary family trust with two operating principals and no disclosed external investors, debt facilities, or parent company — limits the available capital base for material expansion but also concentrates operational decision-making.

Name

The Trustee For Jade Ingleby Family Trust

Legal name

The Trustee For Jade Ingleby Family Trust

Website

https://choklits.com.au

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Choklits is a family-owned childcare and government-funded kindergarten provider operating three purpose-built centres across Melbourne's eastern suburbs (Ringwood, Croydon, Surrey Hills), delivering long day care and enriched early-learning programs to 302 licensed places serving families with children aged 6 weeks to 6 years.

Ownership category

akta.pro rank

Product category

Childcare and Early Childhood Education Services

NAICS

Child Care Services (62441)

SIC

Services-Child Day Care Services (8351)

akta.pro primary industry

Full-Day Childcare Centers (EDACAAAA)

Keywords

• Early childhood education
• Long day care
• Kindergarten programs
• Childcare services
• Early learning centres

Headquarters

HQ city

Ringwood

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Long Day Care Fees: Daily fees for child care services covering children from 6 weeks to 6 years, with all programs and meals included in the daily rate. Ringwood: $176.10/day, Croydon: $167.24/day, Surrey Hills: inclusive fees
2. Victorian Government Funded Kindergarten: Registered provider of government-funded three-year-old and four-year-old kindergarten programs with Free Kinder access
3. Australian Government Child Care Subsidy: Families eligible for government rebates and subsidies to reduce out-of-pocket childcare costs

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

The Trustee For Jade Ingleby Family Trust operates Choklits Child Care, a family-owned provider of long day care and Victorian Government-funded kindergarten programs for children aged 6 weeks to 6 years across three centres in Melbourne's eastern suburbs (Ringwood, Croydon, Surrey Hills). The core offering is delivered through daily-fee all-inclusive early childhood education that bundles enrichment programs such as music, yoga, judo, messy play, cooking, bush kinder and allied health visits into the standard rate.

Product overview

Choklits is a family-owned early learning and childcare provider operating three centres in Melbourne's eastern suburbs (Surrey Hills, Ringwood, and Croydon). The core offering consists of long day care services for children aged 6 weeks to 6 years, supplemented by Victorian Government-funded kindergarten programs for three and four-year-olds. Central to the service is CHOKLITS+, an inclusive program that bundles music, yoga, judo, messy play, cooking, language classes, and bush kinder into the standard daily fee without additional charges. Additional programs include the Plant to Plate food education initiative, school readiness programs, and inter-generational learning experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Long Day Care Full-day childcare services for children aged 6 weeks to 6 years, operating Monday to Friday with extended hours designed to suit working families. Includes meals, nappies, supplies and all enrichment programs in the daily fee.
• Victorian Government-Funded Kindergarten Program Free kindergarten programs for three-year-old and four-year-old children delivered by qualified kindergarten teachers under the Victorian Government Free Kinder initiative. Designed to build school readiness through play-based learning.
• CHOKLITS+ Enrichment Program All-inclusive enrichment program offering music and movement, yoga, judo, messy play, cooking experiences, language classes, library visits, bush kinder sessions and Dr Rob allied health visits included in the standard daily fee. Available free for every child attending Choklits.
• Nursery Care Specialised care for babies from 6 weeks to 12 months with dedicated nursery rooms and separate play yards, staffed by qualified early childhood educators.
• Toddler and Pre-Toddler Programs Age-appropriate learning environments for children from 12 months to 3 years, focusing on play-based learning and developmental milestones with age-specific rooms.
• Pre-Kinder Program Transitional program for children preparing for kindergarten, focusing on school readiness, social-emotional development and the foundational skills for formal schooling.

Quantifiable outcome

• 600+ incursions and excursions facilitated in the last 12 months, all included in standard daily fee
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Nutrition AustraliacoreStrategic or Co-development PartnerMenu approval and alignment with Nutrition Australia's Healthy Eating Achievement Program. Seasonal menus checked against recognised healthy eating guidelines.
• Victorian Government / Cancer Council VictoriacoreStrategic or Co-development PartnerAchievement Program framework centred around six key health areas including healthy eating, physical activity, mental health, sun protection, safe environments, and tobacco/alcohol/drugs prevention.
• Dr Rob (Allied Health)coreOthersRegular visits from Dr Rob (allied health professional) to support child wellbeing monitoring and development. In-house allied health services.
• Reverse Art Truck Inc.minorOthersSource of recycled materials for messy play activities at Choklits. Located in Ringwood.
• Local RestaurantsminorOthersLocal restaurants donate appropriate food items (pasta, rice) that have passed their use-by date for messy play activities, teaching sustainability.
• Aged Care FacilitiescoreStrategic or Co-development PartnerRegular visits to aged care facilities as part of intergenerational learning programs, building children's sense of community and belonging.
• Victorian Government Department of EducationcoreOthersRegistered provider of Victorian Government-funded three-year-old and four-year-old kindergarten programs including Free Kinder access.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Emerging players

• Jump Start Childcare: Australian early learning provider with multiple centres delivering long day care, kindergarten, and school readiness. Comparable on program structure and family demographic, though smaller scale and different geographic footprint.
• Montessori Kids: Smaller Australian operator using Montessori methodology within long day care settings. Comparable on child-centred curriculum and parent-segment focus, though differentiated by pedagogy rather than enrichment breadth.

Broad incumbents

• Busy Bees Australia: Part of the global Busy Bees Group, operating early learning centres across Australia. Comparable on core long day care and kindergarten model with an emphasis on curriculum-led learning, but backed by a large multinational operator.
• Affinity Education: ASX-listed operator of early learning centres across Australia under multiple brands. Comparable on long day care, funded kindergarten, and multi-site operations, though at materially greater scale and with public-market governance.
• Goodstart Early Learning: Australia's largest not-for-profit early childhood education provider operating ~670 centres nationally. Direct comparable on long day care and funded kindergarten services, but at vastly greater scale and with a multi-state footprint versus Choklits' three-centre eastern-suburbs cluster.
• Guardian Childcare & Education: Operates a national network of early learning centres across Australia offering long day care and kindergarten. Comparable on core service mix (long day care, funded kindergarten, EYLF-aligned curriculum) but at multi-state scale and with a broader corporate structure.

Direct peers

• Kids Club Early Learning Centres: Multi-site Victorian early learning operator with long day care and kindergarten. Comparable on regional Victorian footprint, EYLF-aligned curriculum, and family-segment targeting.
• Petit Early Learning: Premium early learning operator with centres across Victoria and NSW. Closely comparable to Choklits on family-owned positioning, all-inclusive enrichment-led value proposition, and suburban Melbourne presence.
• Only About Children: Premium private early learning and preschool operator with multiple centres across Sydney and Melbourne. Comparable to Choklits on bundled all-inclusive offering, focus on enrichment beyond core curriculum, and urban/suburban family demographic.

Regional players

• Early Learning Services Australia: Multi-site Australian early learning operator offering long day care and kindergarten programs. Comparable service mix though operating across different geographies with less premium enrichment positioning than Choklits.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC3abyRdHqJ23jJoUQCdgFrg
• Facebookfacebook.com/choklitsearlylearning
• Instagraminstagram.com/choklitsearlylearning
• LinkedInlinkedin.com/company/choklits-child-care

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 The Trustee For Jade Ingleby Family Trust