College Nannies, Sitters and Tutors
College Nannies, Sitters and Tutors is a company.
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Leadership Team
Key people at College Nannies, Sitters and Tutors.
College Nannies, Sitters and Tutors is a company.
Key people at College Nannies, Sitters and Tutors.
Key people at College Nannies, Sitters and Tutors.
College Nannies, Sitters and Tutors (CNST) is a franchised staffing and recruiting company that connects busy families with professionally screened nannies, sitters, and college tutors, operating as a full-service provider of childcare and educational support from cradle to college.[1][2][3] Founded in 2001, it has expanded to over 170 territories across 31+ states, employs around 1,014 people (with 562 tracked), and generates approximately $459.5 million in annual revenue as of 2025, positioning it as the largest U.S. employer of nannies, sitters, and tutors.[1][2] Rebranded in part as Jovie by 2022, it now serves as the exclusive in-home partner for Bright Horizons, supporting over 1,100 corporate clients including Fortune 500 firms like Goldman Sachs and Microsoft, with multiple revenue streams including full-time/part-time nannies, on-call sick care, and tutoring for test prep, homework, and study skills.[1][2][5]
The company solves the challenge of reliable, vetted childcare and tutoring for working parents by handling screening, payroll, insurance, and matching, often funded by employer backup care programs, enabling family-work balance in a growing market for flexible childcare solutions.[3][5][6]
CNST was founded in 2001 by Joe Keeley, who, as a University of St. Thomas student in St. Paul, Minnesota, worked as a "manny" (male nanny) one summer and enjoyed it enough to pivot from his original major to business, launching the company to professionalize nanny placements.[1][6] Keeley initially built a "headhunter" model charging families a one-time fee to find and screen caregivers, then evolved it into an hourly staffing model to reduce family risk around payroll and reliability.[5]
Early traction came from adding complementary services: tutoring in 2005 for seasonal balance (strong school-year demand offsetting summer nannies), and on-call in-home care for sick children, which opened corporate partnerships like with Bright Horizons, generating $10 million annually by contracting through their 900+ day-care centers.[1][5] In 2016, CNST Development became a wholly owned subsidiary of Bright Horizons, fueling franchise growth to 110+ franchised units and 1 company-owned, with first franchising in 2005.[1][4] By 2022, it rebranded to Jovie, reflecting adaptations to post-pandemic family and work changes.[2]
CNST rides the trend of workforce childcare support amid rising dual-income households, remote/hybrid work, and employer-backed family benefits, amplified post-pandemic as companies like those in Bright Horizons' network prioritize employee retention through backup care.[1][2][5] Timing aligns with a booming $459.5M childcare staffing market, where formal education gaps (e.g., test prep needs) and daycare limitations drive demand for in-home, flexible alternatives.[2][4]
Market forces favoring it include corporate spending on family services (e.g., via 1,100 clients like JPMorgan), seasonal complementarity of services, and franchise scalability without international expansion.[1][4][5] It influences the ecosystem by normalizing professionalized gig childcare—akin to Adecco for families—employing 1,000+ (including retirees), partnering with daycares, and leveraging tech like CNeT and MyJovie app for 24/7 matching, reducing barriers for parents and caregivers.[2][3][6]
CNST (as Jovie) is poised for continued expansion through franchise growth in all 50 states and deeper corporate integrations, capitalizing on hybrid work persistence and AI-enhanced matching via CNeT upgrades.[1][2][4] Trends like employer-mandated family benefits, aging caregiver workforces, and edtech tutoring demand will shape its path, potentially pushing revenue past $500M with new services like event staffing or virtual tutoring.[2][5][7]
Its influence may evolve from regional franchisor to national childcare platform, standardizing "role model" staffing and enabling more families to thrive—echoing Keeley's manny-to-empire origin by professionally scaling what busy parents need most.[6]
