SOS Nanny Service Gives Parents Their Freedom Back
Parenting in the early years can feel like a constant juggle. For Haylee, founder of NOD (Nannies On Demand), that reality inspired a bold idea: what if parents could tap into trusted, flexible childcare with the ease of booking a ride-share? In this conversation, she shares how the idea was born, and how mentorship, teamwork, and a big vision are driving NOD forward.
How did NOD begin?
The spark came, as it often does, from lived experience. When Haylee’s first child was born, she quickly realised that traditional childcare options didn’t fit the messy, unpredictable reality of family life. Daycare hours were rigid, babysitters hard to find, and grandparents not always nearby. That frustration became the seed of NOD — a platform designed to give parents instant access to trusted carers, whether for an urgent gap or a planned afternoon off.
“I launched with a web page with my phone number on it,” Haylee recalls. “I put a post in the Grey Lynn community group and explained what I was doing – starting an SOS Uber-style nanny service. I got my first booking from that basic web page in that first week.”
That quick response was the first signal of real demand: parents under pressure, often with children under five, looking for trusted, last-minute childcare solutions.
We’re an SOS service – we can get a nanny to your door in under an hour, which we’ve never failed on
What gap in the market were you looking to fill?
“We’re an SOS service – we can get a nanny to your door in under an hour, which we’ve never failed on,” she says. “80% of my bookings are same day – covering daycare stand-downs, sicknesses, or last-minute meetings. That really falls into the early age bracket – the real juggle.”
How have parents and nannies responded?
For families, the appeal is clear: a reliable, fast solution to the daily childcare crunch. For nannies, NOD has also become a trusted partner.
The sweet spot right now is families with children under five — the years most parents call “the juggle years.” These are the households navigating daycare bugs, last-minute work calls, or the sheer unpredictability of life with little ones. Bookings are often same-day, giving parents crucial breathing room.
But the use cases go beyond SOS childcare. “We’ve seen parents use NOD for nanny-shares so they can grab a lunch with friends, or to cover kids’ playdates when they just need a moment,” Haylee shares. That flexibility is the real differentiator: NOD isn’t just plugging gaps, it’s giving parents back a sense of freedom and spontaneity that often feels lost after kids.
The upcoming app will feature AI-powered smart matching that learns family preferences, plus subscriptions and recurring booking options. “It’s about using technology in a way that reads those human triggers, understands their lifestyles, and actually proactively helps them manage it differently,” she explains. “There’s no shame in asking for help. This is the modern-day village – it’s not going to wrap around you anymore, so you actually have to build it.”
What about safety as you scale?
“All nannies go through ID verification, police checks, and interviews,” says Haylee. “We already own the fastest matching in category, but our goal is to be the safest. That’s even more important as we expand into Australia, where the childcare industry is under intense scrutiny.” “we’ve got big plans in this safety space and what we believe to be a world-first approach we’re currently building”.
How has the startup ecosystem supported you along the way?
Haylee credits both early and ongoing support as key to NOD’s growth.
She first worked with Keren Phillips at Startup Aotearoa, who helped her refine the concept and get the service off the ground. More recently, she’s been working with Irina Miller through Ministry of Awesome’s Founder Catalyst programme, focusing on pitch development, partnerships, and strategy.
“Having those sounding boards and people who’ve been there before – it’s invaluable,” Haylee reflects. “The ecosystem has given me the confidence to back myself, refine the business model, and connect with people who want to help us succeed.”
Keren Phillips - Startup Aotearoa
Irina Miller - Ministry of Awesome
What’s next for NOD?
The next chapter is ambitious: expansion across Australia, starting with Sydney and then moving to Melbourne, Brisbane, and Perth. Local representatives will provide market insights, recruitment support, and the potential to meet parents and nannies face-to-face. Physical drop-off locations are also on the horizon.
While Haylee is in active discussions with investors, she is clear that NOD won’t be slowed by capital. “Regardless of whether I hit that full amount or not, we’re forging ahead with launching into Australia,” she says. “Funding is going to help us accelerate and hire a team, but it’s an accelerator, not a means to an end.”
To fuel this growth, Haylee is seeking targeted expertise. A go-to-market strategist would help refine the international playbook, while a pricing specialist could unlock new models — from subscriptions to recurring care packages, even drop-off hubs for parents who prefer physical spaces. Of course, if you’re an angel investor who deeply believes in her vision, she’d love to hear from you too.
And what’s the bigger vision?
For Haylee, NOD is about more than bookings – it’s about reshaping family freedom.
“True freedom for parents – freedom to actually just live life like they used to pre-child,” she says. “To be able to say yes to whatever without even thinking about it – that’s so important.”
For many New Zealand families, especially those without extended support networks nearby, NOD is more than a convenience. It’s a lifeline. In reimagining childcare as something dynamic, trusted, and flexible, NOD is quietly reshaping how parents navigate their lives. And as Haylee and her team prepare to cross the Tasman, the mission feels even bigger: making freedom part of the parenting experience, not a luxury.