Why We Charge What We Do (And Why It’s Worth It).
When you see a polished Instagram post or receive a beautifully crafted nanny profile in your inbox, it may look simple. Easy, even. But behind the scenes? It’s late-night text threads, color-coded spreadsheets, and a whole lot of coffee. It's hundreds of tiny decisions, emotional labor, and time spent doing the invisible work because we care deeply about what we’re building.
Starting The Heart State Nanny Agency wasn’t something we did on a whim. It took months (actually, years) of experience, reflection, planning, and heart. We poured ourselves into this agency because we saw a need for something more personal, more connected, and more supportive, for both families and nannies.
This work? It’s our purpose. And we want to take a moment to share what really goes into it.
From Nanny Life to Agency Life (Yes, There’s a Difference!)
As career nannies, we know childcare. We’ve changed diapers, built Montessori shelves, navigated toddler tantrums, supported postpartum parents, and made last-minute Halloween costumes. We've lived in this world for years.
But starting an agency is something entirely different.
We’ve spent countless hours learning how to run a business the right way. That means investing in courses, attending training, joining national networks, and taking time away from paid work to build something bigger. We’re not guessing or winging it. We’re constantly educating ourselves so we can serve families with intention and integrity.
This isn’t just about placements. It’s about creating a full-circle experience where both families and nannies feel supported, respected, and heard.
What You Don’t See (But Definitely Should Know)
So, what actually goes on behind the scenes when you reach out to work with us?
Let’s talk about it.
We’re interviewing nannies and families. Yep, we want to get to know you just as much as we get to know our caregivers. Because the best placements happen when there’s alignment on values, communication styles, parenting philosophies, and energy. It’s not just about what you need, it’s about who fits in your home.
We write every job description by hand. Seriously. Every single one is thoughtfully written to reflect your family's unique vibe and needs, helping us attract the right candidates, not just available ones.
We spend hours on sourcing and screening. That includes vetting applications, holding virtual interviews, calling references, and reviewing professional experience with care and curiosity.
We guide families through each step. From explaining industry norms to helping outline your household's expectations, we’re there with support and advice the entire time.
We train and mentor our nannies. Whether they’ve been in the field for a decade or are just transitioning from another area of childcare, we provide resources, workshops, and guidance so they walk into your home feeling confident and prepared.
We create Nanny-Family Agreements. These aren’t cookie-cutter documents. They’re thoughtfully built to reflect the specific arrangement between your family and your nanny, outlining responsibilities, boundaries, and support from the beginning.
And while we’re doing all that, we’re also managing our website, posting jobs, maintaining communication, checking in post-placement, meeting with our brand team, building out community events, and yes—still being real people with full-time nanny jobs, lives and feelings.
Let’s be real. This work is personal. As career nannies ourselves, we’ve been on every side of the industry. We’ve seen the red flags. We’ve been the ones showing up on day one in a new home. We’ve had to advocate for fair pay and treatment. That’s why we care deeply about getting it right.
Behind each placement is a ton of emotional labor. We carry the weight of making sure children are safe, families feel confident, and nannies are respected.
“Okay, but why do you charge so much?”
We get this question a lot, and we’re glad you asked.
Because the truth is, private childcare is a luxury. And what we provide isn’t just a list of candidates. It’s a curated, guided, supported experience that saves you time, protects your family, and ensures you get the right person, not just a person.
You’re paying for:
Our time and attention to your family’s unique needs
Our hands-on process from inquiry to placement
Our expertise in early childhood, nannying, and professional standards
Our ability to guide you toward a successful working relationship through Nanny-Family Agreements, ongoing communication, and continued support
The peace of mind that your children are being cared for by someone truly qualified and trusted
We know it’s a financial commitment, and we don’t take that lightly. Our pricing reflects the value of the service, and the time, expertise, and care we bring to the table.
Let’s break it down with a real-life example:
The Salon Analogy
One of our team members recently explained our Custom Connections service to a friend who’s a hairstylist. Here's how she put it:
“It’s like someone walking into your salon with their own shampoo, conditioner, hair mask, and blow dryer. They did the legwork gathering tools and resources, but they still need you to do the styling. That’s what they’re paying for.”
That’s our DIY-style tier. You do the initial search. You meet the nannies. But then you come to us for help tying it all together. We are helping with coaching you, screening, and a personalized Nanny-Family Agreement to formalize the arrangement.
Now imagine our full-service tier. You walk into the salon with nothing but a vision. We handle it all—product selection, wash, treatment, styling, and even tips on maintaining the look afterward.
That’s the difference. That’s the why behind our pricing.
The Heart of It All
This agency isn’t just a business. It’s a passion project born out of love, effort, and belief in the power of truly intentional childcare.
We don’t just want to place nannies. We want to help families thrive. We want nannies to feel empowered, and for kids to be nurtured in homes where caregivers feel supported. We want everyone involved to feel good about the relationship they’re entering.
And we’re honored every time a family chooses us to be part of that process.
So whether you’re here to find a full-time nanny, explore our Custom Connections service, or just learn more about what we do—thank you for being here. Thank you for being curious. And thank you for valuing the work that goes on behind the scenes.
Because it’s not always easy, but it’s absolutely worth it.
Ready to work with a team who leads with heart and brings real expertise to the table?
Whether you're just starting your nanny search or feeling overwhelmed by the process, we’re here to guide you every step of the way. Reach out today or check out our placement services to find the right fit for your family.
Let’s make childcare feel easy, connected, and full of heart.
