abracadabra childcare services pty

What abracadabra childcare services pty does

Abracadabra Childcare Services Pty Ltd is an Australian in-home childcare placement agency, founded in 1999 by Felicity Gray and operated as a privately held single-director entity. The company matches families, corporate clients and government agencies with vetted in-home carers across a broad service set: nannies, babysitters, before and after school care, special needs care, foster and kinship respite, event creche, and corporate emergency childcare programs. Coverage is claimed across all Australian states and territories, with operational addresses in Coogee, NSW and Margate, QLD, and the business is registered as an NDIS provider for the special-needs segment.

The company does not operate a proprietary technology platform; service delivery is relationship-driven with a curated pool of screened carers. Digital presence is minimal — public contact is via a gmail.com address — which is consistent with a small owner-operated agency rather than a tech-enabled marketplace. The product breadth (family placement, corporate programs, disability care, event creche) functions as a cross-sell vehicle onto a single underlying supply pool.

The revenue model is transactional placement fees plus hourly carer rates. Public pricing indicates $35-$45 per hour for carers plus a non-refundable booking fee, with corporate engagement structured as episodic contracts. Named customers include Macquarie Group Foundation, Cordelta, ThoughtWorks, Department of Defence and the Royal Australian and New Zealand College of Ophthalmologists, alongside an unspecified long tail of household clients. The company has not raised institutional capital and no funding events are disclosed.

Name

abracadabra childcare services pty

Legal name

Abracadabra Childcare Services Pty Ltd

Website

https://abrachild.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Short description

Abracadabra Childcare Services is an Australian in-home childcare placement agency, founded 1999, placing nannies, babysitters, special needs carers and corporate emergency childcare across all Australian states and territories for families, corporates and NDIS participants.

Ownership category

akta.pro rank

Product category

In-Home Childcare Placement Services

NAICS

Child Care Services (62441), Child Care Services (624410), Child and Youth Services (62411), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Child Day Care Services (8351), Services-Social Services (8300)

akta.pro primary industry

Nanny Agency / Placement Services (HSAAABAN)

akta.pro secondary industries

General Babysitter/Nanny Placement Agencies (HSAAALAA), Temporary / Short-Term Nanny (Fill-In) Services (HSAAABAF), Special Needs & Inclusive Caregiver Placement (HSAAALAH), Full-Time Nanny Placement Agencies (HSAAALAB), Part-Time Nanny Placement Agencies (HSAAALAC), Nanny & In-Home Infant/Toddler Care Services (EDACAGAE)

Keywords

• In-home childcare services
• Nanny placement agency
• Babysitting services
• Corporate creche services
• Special needs childcare

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Agency Booking Fees: Non-refundable upfront agency booking fees charged for matching families with carers. Covers administrative sourcing and placement costs.
2. Hourly Care Services: ACS charges an agency charge-out rate for hourly care services, which differs from the rate paid directly to the carer. Clients pay through ACS or directly to the candidate.
3. Permanent Placement Fees: Fees for permanent nanny placements with support through interview process, wage negotiations, and contract details. Full scheduled fees are non-refundable.
4. Corporate Emergency Care Programs: Customised childcare solutions for corporate employees including emergency care, maternity leave support, and on-site creche services.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Abracadabra Childcare Services Pty Ltd is a placement agency that sources, screens, and matches nannies, babysitters, qualified childcare workers, and special needs support workers to Australian families, corporate clients, and government agencies. Core deliverables include in-home casual and permanent placements, before/after school care, school holiday care, share nanny arrangements, special needs and NDIS support, corporate emergency childcare, in-house workplace creche, and event mobile pop-up creche services. Operations are managed Australia-wide from offices in New South Wales and Queensland under founder/owner Felicity Gray.

Product overview

Abracadabra Childcare Services Pty Ltd operates as a comprehensive childcare placement agency offering a unified platform of in-home care services across Australia since 1999. The core offering comprises Private Family In-home Care (including casual, permanent, and emergency placements), complemented by specialised services for Before & After School Care, Special Needs Care, Foster & Kinship Respite, and Event Mobile Pop-up Creche services. Additional offerings include Corporate Employee Incentive Programs with In-house Creche Services and Emergency Child Care. The company also provides Workers Compensation childcare and Share Nanny arrangements. An Online Enquiry & Booking System serves as the digital interface for service requests. The portfolio is unified under the ACS brand, managed by Director Felicity Gray with 35 years of industry experience, and operates Australia-wide with 24-hour and after-hours support.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Family In-home Care Placement services connecting Australian families with vetted nannies and babysitters, including casual/temporary placements, permanent placements, evening babysitting, and emergency nanny services delivered in the family's home.
• Before & After School Care Carers assist with morning and afternoon routines including dressing, school preparation, walking or driving children to and from school, accompanying them to activities, preparing meals, assisting with homework, and supervising bedtime routines.
• School Holiday Care / Vacation Nanny Full-time childcare coverage during school holidays, including activity planning, outings, and care coordination provided by vetted carers in the family home.
• Special Needs Care Personalised in-home support for children with diverse abilities including ASD, ADHD, sensory processing, and mobility needs, delivered as an NDIS registered provider with flexible hours and tailored care plans.
• Foster & Kinship Respite and Domestic Violence Support Discreet and compassionate respite care for Foster and Kinship Carers and families affected by domestic violence in safe housing, applying trauma-informed care practices aligned with departmental standards.
• Share Nanny / Group Nannies & Babysitters Shared nanny arrangement allowing up to three children per carer across multiple families, reducing costs while maintaining quality care with weekly household rotations.
• Event Mobile Pop-up Creche On-site childcare services for corporate events, conferences, conventions, weddings, and private functions including activity stations, entertainment, sleep zones, full risk assessments, and WHS documentation.
• Corporate Emergency Child Care Emergency childcare program providing immediate care solutions for employees when unexpected childcare needs arise, supporting workplace productivity and reducing absenteeism.
• In-house Creche Services On-site workplace creche services for training organisations and events, including fully equipped pop-up setups and ongoing weekly care with qualified educators.
• Employee Incentive Programs Corporate family-friendly benefits package including emergency care, maternity leave support, and gift vouchers designed to reduce absenteeism and increase productivity.
• Workers Compensation & Injury Claim Childcare In-home childcare for individuals recovering from workplace or motor vehicle injuries, enabling attendance at medical appointments and rehabilitation while liaising with insurance companies and legal representatives.

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ClickabilityminorGTM or Marketing PartnerListed as an NDIS registered provider on the Clickability.com.au directory, which helps NDIS participants find and connect with disability service providers in Australia.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Haby (Helping Hands Babysitting & Nanny Agency): Australian in-home nanny and babysitter placement agency operating nationwide with permanent, temporary, and emergency placements. Directly comparable to ACS as a founder-led AU agency offering similar screening and matching services.
• Nannies on Call: Australian nanny placement agency providing in-home nannies, babysitters, and maternity nurses across major Australian cities. Comparable to ACS in service mix, target customer (private households), and geographic focus.
• Placement Solutions Nanny Agency: Established Australian nanny placement agency offering permanent, temporary, and live-in nanny placements. Comparable to ACS on core nanny agency model and Australian geographic focus.
• We Need a Nanny: Australian nanny and babysitter agency serving families across Australia with permanent and casual placements. Directly comparable to ACS on agency model and target market.
• Sitters: Australian online platform connecting families with babysitters and nannies. Comparable to ACS on end customer and service offering, but differentiated by a more digitally enabled marketplace model.
• MiniNannies: Australian in-home childcare and nanny agency serving families across multiple states. Comparable to ACS on agency-led placement model and family-focused value proposition.
• Poppies Nannies & Babysitters: Australia-based nanny and babysitter agency with a placement and matching model similar to ACS, including casual, permanent, and event care offerings.

Broad incumbents

• Jovie Nannies: Larger US-based nanny agency franchise with similar in-home nanny placement services, structured screening process, and corporate childcare offerings. Comparable to ACS on business model but operates at materially greater scale and geographic breadth.
• College Nannies + Sitters + Tutors: US-based franchise agency providing nannies, sitters, and tutors with rigorous screening and long-tenure matching. Comparable to ACS on placement model and screening rigor, but operates with franchise infrastructure and broader service portfolio.
• Care.com: Large global online marketplace for caregivers including nannies and babysitters. Comparable to ACS on childcare category but differentiated as a two-sided platform rather than an agency model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/abracadabra-childcare-services-pty-ltd

Compliance1 record

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 →

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