Nina.care

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Nina.care
Formerly
Nanny Nina
IndustryOnline marketplace; childcare services
Founded2019; 7 years ago (2019) (as Nanny Nina)
FounderLyla Kok and Jasmijn Kok
Area served
Europe
ServicesBabysitter and au pair matching
Websitenina.care

Nina.care is a Dutch online childcare and au-pair platform founded in 2019 by twin sisters Lyla Kok and Jasmijn Kok. Originally launched as Nanny Nina, the company connects families with babysitters, nannies and au pairs through a digital marketplace. It was renamed Nina.care in 2023 as part of its expansion into international au-pair services. The company gained wider public recognition following the founders’ appearance on the Dutch television programme Dragons' Den. Nina.care operates from the Netherlands and offers services to families and au pairs across several European countries, including the Netherlands, the United Kingdom, Germany and Switzerland.

History

Origins and launch (2015–2020)

The business that later became Nina.care originated with Oppas Madelief, a babysitting service established by Lyla Kok and Jasmijn Kok in 2015. The founders later developed the business into a technology-based matching platform for families and caregivers.[1][2]

In 2019, the sisters launched Nanny Nina, an app-based childcare platform designed to connect families with babysitters. The platform used digital profiles and matching features to facilitate contact between parents and caregivers.[3]

Dragons' Den and expansion of services (2021–2022)

In 2021, Kok and Kok appeared on the Dutch edition of the television programme Dragons' Den. The appearance resulted in investment from Shawn Harris, and brought wider national attention to the business.[4]

Following the investment, Nanny Nina expanded beyond babysitting into au-pair matching. By 2022, the company was included under its former name in MT/Sprout's Challenger50, a list of Dutch growth companies.[5]

Rebrand and international plans (2023–2024)

In February 2023, Nanny Nina was renamed Nina.care. According to De Ondernemer, the rebrand accompanied the introduction of a redesigned application and reflected the company's expansion from babysitting into au-pair services. The updated platform included matching tools, identity-verification options, multilingual functions, time-zone support and country-specific payment features.[6]

During 2023, Nina.care announced plans to enter the United Kingdom and Germany. The company launched au-pair services in the United Kingdom in June 2023, while Germany was identified as a subsequent target market.[7]

The company continued to develop its European marketplace model during 2024. Company materials describe country-specific services and matching support in a number of European markets; however, exact country coverage and user figures should only be included where supported by independent sources.[8]

IND action and restructuring (2025–2026)

In 2025, Nina.care's Dutch au-pair activities became the subject of regulatory action by the Immigration and Naturalisation Service (IND). In September 2025, the IND revoked Nina.care's recognised sponsor status for au-pair placements, stating that the decision followed a large number of violations. The IND reported that the company had been fined 48 times, with total fines exceeding €110,000.[9]

The withdrawal of recognised sponsor status meant that Nina.care no longer sponsors residence-permit applications for non-European Union au pairs in the Netherlands. Existing placements were subject to transitional arrangements set out by the IND.[10]

MT/Sprout reported that, before the final IND decision, Nina.care had submitted an improvement plan and was pursuing expansion into additional European markets, including a plan to make its digital platform available to agencies and franchisees.[11][12]

By 2026, Nina.care described its model as a technology-focused marketplace supporting international au-pair matching and European agency services. This description should be presented as the company's own position unless independently corroborated.[13][14]

Founders

Nina.care was founded by twin sisters Lyla Kok and Jasmijn Kok. Before founding Nanny Nina, the sisters operated the babysitting service Oppas Madelief, through which they developed experience in childcare recruitment, local operations and online matching services.[15][16]

Jasmijn Kok studied architecture at Delft University of Technology and worked as an architect in Rotterdam while remaining involved in the marketing and financial activities of Oppas Madelief. Lyla Kok studied industrial design at Delft University of Technology and worked as an industrial designer. During the development of Oppas Madelief, Lyla was also responsible for website maintenance, design and communication with local branches.

The sisters founded their childcare businesses after identifying demand among families seeking babysitters in their local area. Their early service developed from babysitting work and a website created to connect families with caregivers.

Kok and Kok appeared on the Dutch television programme Dragons' Den in 2020, where they presented Nanny Nina to prospective investors. Their appearance and the company’s investment were subsequently covered by business publications including MT/Sprout and De Ondernemer.

Mission and vision

Nina.care states that it seeks to help families access childcare and family-care services through digital matching and support tools. The company has described its approach as drawing on the idea that “it takes a village to raise a child” and as supporting parents in balancing family responsibilities with work, education and personal development.

Business model

Nina.care operates a digital marketplace for childcare and family-care services. Through its platform, families can create profiles, search for caregivers, review candidate information and communicate with potential matches. The platform is used for services including au-pair placements, babysitting, nanny services and, according to the company, certain forms of in-home senior care.

Marketplace and revenue model

The platform uses a mixed marketplace and service-fee model. Registration is free for users, while host families may pay for platform access, matching assistance and additional support services. Nina.care's terms describe a paid chat membership that provides access to profiles and messaging, as well as a personal-assistant service through which the company helps families identify suitable candidates.

For au-pair placements, the company also offers support packages that may include contract templates, rematch assistance, visa guidance, insurance information and continuing support during a placement. Fees vary by country and service type.

Au-pair services

Au-pair matching is a principal part of Nina.care's business. Families may use the platform to search independently for candidates or use the company’s matching service, in which Nina.care provides candidate selection and personal guidance. The company distinguishes between self-service platform access and a more traditional agency-style service.

In its role as a marketplace, Nina.care facilitates communication and matching between host families and au pairs. In its agency-style role, it may provide additional administrative and practical support. The scope of support depends on the relevant country, local immigration requirements and the service package selected by the family.

Babysitting services

Nina.care also operates a babysitting service through its mobile application. Families can request babysitters for flexible or event-based childcare, while caregivers may create profiles and accept bookings through the platform. The babysitting service has historically been associated with the company’s Netherlands-based operations.

Senior care services

According to the company, Nina.care plans to expand its platform to include senior care services. The company has indicated that the launch of this service is expected in the fourth quarter of 2026 as part of its broader strategy to support families throughout different stages of life.

International focus

The company has sought to adapt its marketplace model for international au-pair matching. Its country-specific pages set out different pricing structures, placement services and support packages, reflecting variations in local visa, insurance and employment requirements.

In 2025, MT/Sprout reported that Nina.care planned to make its digital platform available to other agencies and franchises as part of a wider European expansion strategy

Products and services

Nina.care provides digital childcare and family-care services through its website and mobile application. Its services are directed at families seeking care providers and at caregivers, including babysitters, nannies and au pairs, seeking placements.[17]

Babysitting

The platform enables families to request babysitters for flexible, recurring and event-based childcare. Families can create an account, submit a booking request and communicate with available caregivers through the Nina.care application. The company’s babysitting service is available in the Netherlands.[18]

Au-pair matching

Nina.care offers au-pair matching services for host families and prospective au pairs. Users may search profiles and communicate through the platform, while families can also choose a managed matching service in which the company assists with candidate selection and the placement process.

Senior care matching

According to the company, Nina.care plans to expand its platform to include senior care services. The planned service is intended to connect families with caregivers for older adults through the same digital platform and matching model used for its childcare services. Nina.care has indicated that the launch is expected in the fourth quarter of 2026.

International placements

The company provides country-specific information and support for international au-pair placements. Depending on the destination and service package, this may include guidance on contracts, insurance, visa procedures and placement arrangements.

Platform features

Nina.care’s platform provides registered users with access to caregiver or family profiles, messaging functions and account-management tools. These features allow families and caregivers to manage their searches, communicate about potential matches and access selected support services.

The company has described its matching system as using profile information and matching tools to help families and caregivers identify suitable placements. Reporting on its 2023 rebrand referred to algorithmic matching, personality-based matching features, multilingual functions and support for different time zones and currencies.

Candidate verification

Nina.care states that it uses identity-verification measures for users of its platform. The company’s service descriptions refer to verification through identity documents and to screening procedures for childcare providers. The extent of screening and verification may differ by service and country.

Growth

Nina.care’s growth has been associated with its transition from a local babysitting service to a digital platform for childcare and au-pair matching. Before the launch of Nanny Nina, the founders’ earlier business, Oppas Madelief, expanded to multiple Dutch cities and was also reported to have opened a location in Oslo.

Following the launch of Nanny Nina in 2019, the company expanded its app-based childcare model. In 2020, MT/Sprout reported that Nanny Nina had grown into an organisation with approximately 15 employees.

In 2023, the company changed its name from Nanny Nina to Nina.care and announced its international growth strategy. That year, it launched au-pair services in the United Kingdom and identified Germany as a subsequent market for expansion.

In 2025, MT/Sprout reported that Nina.care had customers in the United Kingdom, was available in Germany and operated in the Netherlands and Switzerland. The publication also reported that the company intended to expand its digital marketplace into ten additional European countries and make the platform available to agencies and franchisees.

Investment

Nina.care received investment after Lyla and Jasmijn Kok appeared on the Dutch edition of Dragons' Den in 2020. MT/Sprout reported that the founders received more than €300,000 in growth capital following the programme.[19][20]

The company has identified Shawn Harris as investor. In 2025, MT/Sprout reported that Nina.care had obtained additional financing from existing investors during a funding round.[21]

Regulatory developments

In 2025, Nina.care became subject to regulatory action by the Dutch Immigration and Naturalisation Service (IND) in relation to its au-pair activities in the Netherlands. In June 2025, the IND announced its intention to withdraw the company’s recognised sponsor status. The proposed action followed concerns about compliance with the obligations that apply to recognised au-pair agencies.[22][23]

On 5 September 2025, the IND revoked Nina.care’s recognised sponsor status. The IND stated that the decision was based on a large number of violations and reported that Nina.care had received 48 fines totalling more than €110,000. Under Dutch rules, recognised sponsor status is required for an au-pair agency to apply for residence permits for au pairs from outside the European Union.[24][25]

Nieuwsuur reported that the IND’s concerns included the screening of au pairs, the company’s accessibility in emergency situations and compliance with immigration rules.[26] The report stated that Nina.care had submitted an improvement plan, which included measures concerning screening, emergency availability and reference checks; however, the IND concluded that the plan did not provide sufficient assurance that the issues would be resolved.[27][28][29]

The revocation did not prevent Nina.care from continuing to facilitate placements involving European Union citizens, for whom an IND-sponsored residence-permit procedure is not required.[30] Following the decision, the company stated that it would focus its Dutch activities on EU au pairs and support affected families and au pairs through the transition.[31][32][33]

In May 2026, Nina.care published a statement saying that a court had found one of its appeals against an IND decision to be well founded and had overturned that decision.[34] As this claim is based on the company’s own statement, it should be attributed to Nina.care unless supported by the relevant court judgment or independent reporting.[35][36][37]

The regulatory developments were accompanied by a shift in the company’s public strategy. Nina.care described its subsequent model as a technology-focused platform for international au-pair matching and European agency services. This represents the company’s own description of its business strategy.[38]

Reception

Nina.care has received media attention in the Netherlands for its use of a digital marketplace model in childcare and au-pair matching.[39] Coverage of the company has focused on the founders’ effort to apply app-based matching, profile search and communication tools to services that had traditionally been organised through local babysitting agencies.[40][26]

The company’s appearance on the Dutch television programme Dragons' Den in 2020 increased its visibility among entrepreneurship and business-media audiences.[41] Subsequent reporting by MT/Sprout and De Ondernemer discussed the founders’ investment, the company’s growth strategy and its transition from the earlier Oppas Madelief babysitting service to the Nanny Nina platform.[42][43]

In 2022, Nanny Nina was included in MT/Sprout's Challenger50, a ranking of Dutch growth companies.[44][45]

Coverage of the 2023 rebrand to Nina.care discussed the company’s shift from a babysitting platform to a broader childcare and au-pair marketplace, including plans for international expansion and additional digital features.[46][47]

Awards and recognition

Nina.care, then operating as Nanny Nina, received national business-media attention following the founders’ appearance on the Dutch television programme Dragons' Den in 2020. The appearance resulted in an investment agreement and was subsequently covered by MT/Sprout, De Ondernemer and regional media. Although the programme appearance was an investment event rather than an award, it contributed to the company’s public recognition within the Dutch startup and entrepreneurship sector.[48][49]

In 2022, Nanny Nina was included in MT/Sprout's Challenger50, a ranking of Dutch growth companies.[50][51][52][53]

References

  1. ↑ "Nanny Nina wordt Nina.care: nieuwe app en internationale groeiambities". De Ondernemer (in Nederlands). Retrieved 7 August 2026.
  2. ↑ "Nina.care". MT/Sprout (in Nederlands). Retrieved 7 August 2026.
  3. ↑ "Nina.care". MT/Sprout (in Nederlands). Retrieved 7 August 2026.
  4. ↑ "Oppas Madelief van Delftse zussen Jasmijn en Lyla Kok een van de grootste oppascentrales". De Ondernemer (in Nederlands). Retrieved 7 August 2026.
  5. ↑ "Nanny Nina wordt Nina.care: nieuwe app en internationale groeiambities". De Ondernemer (in Nederlands). Retrieved 7 August 2026.
  6. ↑ "Haarlems succes in tv-programma Dragons' Den: ruim drie ton voor oppasplatform Nanny Nina". Haarlems Dagblad (in Nederlands). Retrieved 7 August 2026.
  7. ↑ "Challenger50 2022: Nanny Nina". MT/Sprout (in Nederlands). Retrieved 7 August 2026.
  8. ↑ "Nanny Nina wordt Nina.care: nieuwe app en internationale groeiambities". De Ondernemer (in Nederlands). Retrieved 7 August 2026.
  9. ↑ "Marketplace app Nina.care expands au pair services to UK". Orange Wings. Retrieved 7 August 2026.
  10. ↑ "Nanny Nina wordt Nina.care: nieuwe app en internationale groeiambities". De Ondernemer (in Nederlands). Retrieved 7 August 2026.
  11. ↑ "Au Pair Jobs". Nina.Care. Retrieved 7 August 2026.
  12. ↑ "IND revokes Nina.Care's recognised sponsor status". Immigration and Naturalisation Service (IND). 5 September 2025. Retrieved 7 August 2026.
  13. ↑ "IND revokes Nina.Care's recognised sponsor status". Immigration and Naturalisation Service (IND). 5 September 2025. Retrieved 7 August 2026.
  14. ↑ "Nina Care wil ouders (pas in 2029) terugbetalen". MT/Sprout. Retrieved 7 August 2026.
  15. ↑ "Our Statement". Nina.Care. Retrieved 7 August 2026.
  16. ↑ "De starter: Oppas Madelief". Delta. TU Delft. Retrieved 7 August 2026.
  17. ↑ "Nanny Nina wordt Nina.care: nieuwe app en internationale groeiambities". De Ondernemer. Retrieved 2026-08-08.
  18. ↑ "Jasmijn Kok over hoe het is om mee te doen aan Dragons' Den: 'Stel je nooit arrogant op'". MT/Sprout. Retrieved 2026-08-08.
  19. ↑ "Jasmijn Kok over hoe het is om mee te doen aan Dragons' Den: 'Stel je nooit arrogant op'". MT/Sprout. 19 April 2020. Retrieved 7 August 2026.
  20. ↑ "Dragons' Den-tweeling achter Nanny Nina vindt 'zakelijk moeder' in Harris". De Ondernemer. 7 December 2020. Retrieved 7 August 2026.
  21. ↑ "About Us". Nina.care. Retrieved 2026-08-08.
  22. ↑ "Oppas Madelief van Delftse zussen Jasmijn en Lyla Kok één van de grootste oppascentrales". De Ondernemer. 21 August 2017. Retrieved 7 August 2026.
  23. ↑ "De starter: Oppas Madelief". Delta. TU Delft. Retrieved 7 August 2026.
  24. ↑ "About Us". Nina.Care. Retrieved 7 August 2026.
  25. ↑ "Terms and Conditions & Refund Policy". Nina.Care. Retrieved 7 August 2026.
  26. ↑ 26.0 26.1 Jelmer Luimstra (2020-04-19). "Jasmijn Kok over hoe het is om mee te doen aan Dragons' Den: 'Stel je nooit arrogant op'". MT/Sprout. Retrieved 2026-08-08.
  27. ↑ "Pricing". Nina.Care. Retrieved 7 August 2026.
  28. ↑ "Pricing – Netherlands". Nina.Care. Retrieved 7 August 2026.
  29. ↑ Luimstra, Jelmer (2020-04-19). "Jasmijn Kok over hoe het is om mee te doen aan Dragons' Den: 'Stel je nooit arrogant op'". MT/Sprout. Retrieved 2026-08-08.
  30. ↑ Jasmijn Kok. "Our Statement on Au Pair Opportunities". Nina.care. Retrieved 2026-08-08.
  31. ↑ "Book a babysitter with Nina.care". Nina.Care. Retrieved 7 August 2026.
  32. ↑ "Nina Care wil ouders (pas in 2029) terugbetalen". MT/Sprout. Retrieved 7 August 2026.
  33. ↑ Redactie De Ondernemer (2023-02-16). "Nanny Nina wordt Nina.care: nieuwe app en internationale groeiambities". De Ondernemer. Retrieved 2026-08-08.
  34. ↑ Jasmijn Kok. "Onze statement na het nieuws". Nina.care. Retrieved 2026-08-08.
  35. ↑ "How to find au pair jobs? Nina.care's got you covered!". Nina.care. Retrieved 2026-08-08.
  36. ↑ Philip Bueters (2025-07-14). "Au-pairplatform Nina Care wil Europa in, ondanks dreigend verlies IND-vergunning". MT/Sprout. Retrieved 2026-08-08.
  37. ↑ "IND revokes Nina.Care's recognised sponsor status". Immigration and Naturalisation Service (IND). 2025-09-05. Retrieved 2026-08-08.
  38. ↑ "Terms and conditions & refund policy Nina.care". Nina.care. Retrieved 2026-08-08.
  39. ↑ Evert-Jan Offringa; Rachelle Verdel (2025-09-08). "Vergunning ingetrokken van grootste au-pairbureau van Nederland". NOS Nieuwsuur. Retrieved 2026-08-08.{{cite web}}: CS1 maint: multiple names: authors list (link)
  40. ↑ "Nanny Nina wordt Nina.care: nieuwe app en internationale groeiambities". De Ondernemer. Retrieved 2026-08-08.
  41. ↑ "Residence permit au pair". Immigration and Naturalisation Service (IND). 2026-07-10. Retrieved 2026-08-08.
  42. ↑ "How to contact Nina.care?". Nina.care. Retrieved 2026-08-08.
  43. ↑ "Nanny Nina". MT/Sprout. 2022. Retrieved 2026-08-08.
  44. ↑ "Nanny Nina wordt Nina.care: nieuwe app en internationale groeiambities". De Ondernemer. 2023-02-16. Retrieved 2026-08-08.
  45. ↑ Philip Bueters (2025-07-14). "Au-pairplatform Nina Care wil Europa in, ondanks dreigend verlies IND-vergunning". MT/Sprout. Retrieved 2026-08-08.
  46. ↑ "About Us". Nina.Care. Retrieved 7 August 2026.
  47. ↑ "Book a babysitter with Nina.care". Nina.Care. Retrieved 7 August 2026.
  48. ↑ "Marketplace App Nina Care Expands Au Pair Services to UK". Orange Wings. Retrieved 7 August 2026.
  49. ↑ "About Us". Nina.Care. Retrieved 7 August 2026.
  50. ↑ "Oppas Madelief van Delftse zussen Jasmijn en Lyla Kok één van de grootste oppascentrales". De Ondernemer. 2017-08-21. Retrieved 2026-08-08.
  51. ↑ "Marketplace app Nina.care expands au pair services to UK". Orange Wings Investments. 2023-06-07. Retrieved 2026-08-08.
  52. ↑ "IND wil vergunning van au-pairbureau Nina Care intrekken". NPO Radio 1. 2025-06-05. Retrieved 2026-08-08.
  53. ↑ Robbert Daalder (2020-12-07). "Dragons' Den-tweeling achter Nanny Nina vindt 'zakelijk moeder' in Harris". De Ondernemer. Retrieved 2026-08-08.

External links

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