Current Client | Since 2026 | Public Relations in Australia

NannyLane is a technology led childcare marketplace built to make premium care more affordable, flexible and accessible for Australian families. Designed by working parents, the platform connects families directly with verified nannies, removing the traditional agency middleman and the high placement fees that come with it.

In a climate where the cost of living continues to rise and parents are forced to make difficult choices between work and care, NannyLane offers a different model. Faster matching. Transparent profiles. Secure in app payments. Care that works around real life.

The Atticism was engaged to support NannyLane’s national launch in early 2026, positioning the brand at the centre of Australia’s childcare affordability conversation and establishing it as a serious alternative to traditional agencies. 

Our Role:

Brand Positioning, National Media Relations, Founder Profiling, Launch Communications, Thought Leadership Development

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Reframing the Childcare Conversation

Childcare is personal. It is also political, economic and deeply emotional.

Our role has been to shape a clear, confident narrative around what makes NannyLane distinct. Not simply another babysitting app, but a marketplace built on trust, transparency and flexibility.

Through targeted commentary and proactive media engagement, we are positioning the founders as credible voices on the childcare affordability crisis, the pressures facing working parents, and the need for smarter, tech enabled solutions built from lived experience.

The message is direct. Agencies are expensive. Families deserve choice. Carers deserve fairness.

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Launching with Authority

Entering a market that includes established players such as Juggle Street, Care.com and traditional nanny agencies requires more than product functionality. It requires clarity. 

We are building visibility through:

Strategic founder interviews focused on the cost of living and working parent challenges

Education led storytelling around trust, verification and safety processes

Media demonstrations of live tracking, secure payments and time to first match

Commentary tied to seasonal spikes such as back to school and winter illness

Every placement reinforces the same positioning. NannyLane is built by parents, for parents. It removes friction. It lowers costs. It increases control.

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Trust as the Differentiator

In childcare, trust is everything.

NannyLane verifies identity and documentation for every nanny, requires government ID and Working With Children Checks, and holds payments securely in app until service completion. Live nanny tracking provides additional reassurance for families navigating busy schedules. 

Our communications strategy focuses on clarity and reassurance, ensuring media coverage accurately reflects the platform’s marketplace model while reinforcing transparency, fairness and safety.

This is not disruption for the sake of it. It is disruption designed to solve a real problem.

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Building Long Term Brand Equity

NannyLane’s ambition extends beyond launch. The broader vision is a future where no parent has to choose between work and premium care. 

Our role is to ensure the brand becomes synonymous with modern childcare in Australia. That means consistent thought leadership, strategic commentary and ongoing positioning within national conversations about flexible work, women returning to the workforce, and the true cost of care.

This is not about app downloads alone.

It is about reshaping expectations around what childcare should cost, how quickly families can access it, and who it is designed for.

Clear. Practical. Parent first.