Mummys Whispers Holdings Pty Ltd

What Mummys Whispers Holdings Pty Ltd does

Mummy's Whispers Holdings Pty Ltd (legal entity: Mummy's Whispers Pty Ltd, ACN 681 531 617) is a Sydney-headquartered, founder-owned premium maternity care provider founded in 2016 by Caroline Bilkey, an OCN-registered maternity nurse with 16+ years of international experience. The company delivers pre- and post-natal services — including bespoke sleep consulting, lactation consulting, night nanny and maternity nurse placements, surrogacy journey support, toddler toilet training, and infant flight assistance — to families across Australia and New Zealand in person, and globally through online programs and virtual consultations. The technology stack is intentionally lean: a Shopify e-commerce storefront handles bookings and payments (Shop Pay, Google Pay), with services delivered via FaceTime/Zoom, text messaging, and a members-only forum, supplemented by a private Facebook community and email newsletter for top-of-funnel engagement.

The business operates a hybrid revenue model combining high-ticket one-time professional services (AU$325-AU$1,750 per engagement), structured online programs (14 Days of Sleep at AU$1,750, Toddler Toilet Training at AU$495), recurring subscriptions (AU$34.95/month membership and AU$249/month text support), and gift cards in AU$50-AU$1,000 denominations. Go-to-market is direct-to-consumer, leveraging word-of-mouth, PR features in parenting and lifestyle media, and partnerships with organisations such as International Sleep, Australian Nanny Association, Growing Families, Bambino Osteo, and Luxe Seek. The company is privately held by its founder, has no external funding, and operates without disclosed institutional investors.

Customer segments span mainstream families with newborns, surrogacy and LGBTQ+ families, HNW travelling families requiring infant flight assistance, and a limited government/institutional engagement with Oranga Tamariki in New Zealand for maternal mental health support. Service delivery is highly bespoke and personalised, with confidentiality and premium positioning serving as primary differentiators from standard postpartum care providers. The company employs 11-50 people, consistent with a boutique specialist practice anchored on the founder's expertise and a small team of qualified maternity consultants and night nannies.

Name

Mummys Whispers Holdings Pty Ltd

Legal name

Mummy's Whispers Pty Ltd (ACN 681 531 617)

Website

https://www.mummyswhispers.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Mummy's Whispers is a Sydney-based, founder-owned premium maternity care provider offering bespoke pre- and post-natal services, sleep consulting, lactation support, and infant flight assistance to families in Australia and New Zealand, with globally available online programs delivered via its Shopify storefront.

Ownership category

akta.pro rank

Product category

Maternity & Postnatal Care Services

NAICS

Child Care Services (62441), Home Health Care Services (62161)

SIC

Services-Child Day Care Services (8351), Services-Home Health Care Services (8082)

akta.pro primary industry

Infant & Toddler Nanny Services (HSAAABAJ)

akta.pro secondary industries

Overnight Newborn Care (Night Nurse) (HSAAADAA), Overnight Nanny Placement & Staffing Services (HSAAADAJ), High-Risk & Medically Complex Newborn Support (Non-Clinical NCS) (HSAAACAG)

Keywords

• Maternity care services
• Postnatal support
• Sleep consulting
• Lactation consulting
• Night nanny services

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Services: In-person and virtual maternity care services including maternity nurses, night nannies, lactation consultants, and sleep consulting. Services priced hourly or as packages.
2. Online Programs: Bespoke online programs for sleep training, toilet training, and parental education delivered remotely. One-time purchase model for 14-day, 24-hour, and multi-day programs.
3. Subscription Membership: Monthly subscription ($34.95/month) providing access to online forum, expert Q&As, exclusive discounts, and live expert talks. Recurring revenue stream from ongoing parental support.
4. Text Message Support Services: 24-hour text message support packages available weekly or monthly, with bundled routine updates. Includes ongoing parental guidance via messaging.
5. Gift Cards: Electronic gift cards sold in denominations from AU$50 to AU$1000, valid for 12 months. Can be used for full or partial payment of services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Mummy's Whispers provides pre and post natal maternity care, sleep consulting, lactation support, and infant travel assistance for parents and babies. Services include in-home consultations, night nannies, maternity nurses, 24-hour baby care, bespoke sleep training programs (14 Days of Sleep, 24 Hours of Sleep), toilet training, surrogacy journey support, and 24-hour text message support, delivered both in-person across Australia and New Zealand and virtually worldwide. The offering is complemented by a monthly subscription members forum and electronic gift cards.

Product overview

Mummy's Whispers operates as a premium maternity care service provider offering a portfolio of bespoke pre and postnatal services delivered both in-person and through online programs. The core offering consists of consulting services (In-Home Consultation, Specialised Phone Call Consultation) and structured programs (14 Days of Sleep, 24 Hours of Sleep, Bespoke Pre & Post Natal Education). These are supported by add-on services including 24 Hour Text Message Support (with optional routines), Additional Routines, Lactation Consultant, and Night Nanny/Maternity Nurse bookings. Specialty services include Surrogacy Journey support and Toddler Toilet Training. A monthly subscription provides members-only forum access and expert content. Gift cards serve as a gifting option. All services are priced in Australian dollars and delivered by qualified specialists including founder Caroline Bilkey (OCN Registered Maternity Nurse).

Differentiator

Problem solved

Functional benefit

Products and services

• In Home Consultation A 2-hour in-person consultation (AU$445) with experienced childcare consultants for children aged 0-5 years, covering routines, feeding, sleep, and other baby/child needs; includes 24-hour post-consultation support via text, phone, or email.
• Specialised Phone Call Consultation A 45-minute telephone or video consultation (AU$325) with experienced childcare consultants addressing routines, feeding, sleep, and other baby/child needs.
• Bespoke Newborn Pre & Post Natal Education A 2.5-hour bespoke education session (AU$350) covering pre and postnatal topics for mothers, fathers, and intended parents; includes initial consultation, training materials, and 24-hour post-session support.
• 14 Days of Sleep Program A 14-day/24-hour gentle sleep coaching program (AU$1,750) featuring an initial 45-minute video consultation, a bespoke sleeping plan, and 14 days of continuous support via text, phone, or email; follows natural circadian rhythm and safe sleeping practices.
• 24 Hours of Sleep Program A one-time sleep coaching program (AU$445) delivering a bespoke sleeping plan with 24-hour support via text, phone, or email.
• Night Nanny Service A specialist maternity night nanny service (AU$712 for a 10pm-6am shift) providing overnight baby care including settling, feeding, and maternity duties; available up to 7 nights per week.
• Maternity Nurse Service Specialist maternity nurse assistance in the home (from AU$356, minimum 4 hours at AU$89+/hour) covering routines, feeding, settling, and sleep support; Medical Nurses charged at AU$89 per hour.
• 24 Hour Baby Care In-home 24-hour care (AU$1,750) by experienced Maternity Consultants for babies aged 0-2 years; available 6 days per week with nursery duties, sterilising, parent education, settling, feeding, and routine implementation.
• 24 Hour Text Message Support Service Monthly text message support service (AU$249/week or month) providing 24-hour access 6 days a week (Mon-Sat) to a dedicated specialist consultant for children aged 0-2.5 years; requires prior consultation purchase.
• 24 Hour Text Message Support Service + Routines

Quantifiable outcome

• Baby sleeping through the night by 4 months old

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Nine partnerships are on record, tiered minor.

• International Sleep (Association of Professional Sleep Consultants)minorStrategic or Co-development PartnerProfessional association of sleep consultants. Partner organization providing industry credibility and networking for sleep consulting services.
• Australian Nanny AssociationminorStrategic or Co-development PartnerNational industry body for nannies in Australia. Partnership provides industry legitimacy and potential referral network.
• Growing FamiliesminorGTM or Marketing PartnerOrganization delivering advice, support and knowledge to people interested in creating a family. Referral and content partnership for surrogacy and family-building services.
• Bambino OsteominorGTM or Marketing PartnerAuckland-based osteopathic clinic solely focused on musculoskeletal health of women and children. Recommended partner for complementary care.
• Pay The NannyminorStrategic or Co-development PartnerAffordable hassle-free payroll service for nannies and household employees. Recommended partner for families employing maternity staff.
• Borne.auminorGTM or Marketing PartnerAustralian parenting/wellness brand. Listed as recommended partner on website.
• Raising FathersminorGTM or Marketing PartnerResource for fathers and parenting support. Partner organization for diverse family support services.
• Luxe SeekminorGTM or Marketing PartnerAustralian luxury lifestyle brand/platform. Partnership for premium service positioning and high-end market access.
• Makia JournalminorGTM or Marketing PartnerLifestyle publication/platform. Media partner for brand visibility.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Frida: US-based parenting brand offering products, content, and educational resources across pregnancy, postpartum, and baby care. Comparable as a broad incumbent in the parental support ecosystem with overlapping content and sleep guidance offerings.
• Huckleberry: Digital baby tracking and sleep app providing AI-powered sleep predictions and parenting guidance. Comparable as a scaled alternative to bespoke sleep consulting, though targeting broader, lower-priced consumer segment.

Direct peers

• WeeSleep: Australian online baby and toddler sleep consulting company offering sleep programs, consultations, and training resources. Directly comparable as an online-first sleep consultancy serving parents of newborns and toddlers in the same ANZ market.
• Boram: US-based postpartum care platform offering in-home newborn care, night nurses, and sleep consulting. Directly comparable as a premium postpartum care provider combining in-home services with virtual support.
• The Night Nurses: UK-based specialist night nanny and maternity nurse agency providing overnight newborn care. Closely comparable in service model — premium, in-home overnight infant care delivered by qualified maternity nurses.
• Little Roos: Australian baby sleep consulting service offering consultations and sleep programs for infants and toddlers. Comparable as an ANZ-based sleep consultancy targeting the same demographic with similar bespoke programs.

Others

• Postpartum Support International: Nonprofit organization providing perinatal mental health support, resources, and provider directory. Comparable as an adjacent ecosystem participant addressing maternal mental health — a stated focus area for Mummy's Whispers.

Emerging players

• Tiny Hearts: Australian parenting education platform providing expert-led courses, content, and community for new parents. Comparable as an emerging player building content and educational programs for the same early-parenthood segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mummyswhispers
• Instagraminstagram.com/mummys_whispers

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Mummys Whispers Holdings Pty Ltd