Helicopter parents? That’s so last decade. These days, the ultra-rich are employing whole teams dedicated to parenting—everything from bath time to storytelling. And they’re shelling out six figures for the privilege.
A couple in San Diego reportedly spends around $250,000 annually on a household staff to assist with their two kids. This isn’t just a one-off; it reflects a broader trend among America’s elite to outsource various aspects of childcare, from changing diapers to potty training.
Christine Landis, the CEO of Peacock Parent, and her husband don’t just have a weekend nanny. Their setup includes a full-time, live-in “family assistant,” a personal chef, and a housekeeper, essentially establishing a dream team for child-rearing.
“An hour when you’re not stuck doing things means you can really be there for your kids,” Landis shared, emphasizing quality time over chores.
Her company leverages AI to help families rethink work-life balance, suggesting that seeking assistance isn’t an extravagance but a savvy choice.
Wealthy parents are no longer just hiring nannies; they’re bringing in “family assistants” to handle everything from bedtime stories to errands, which allows moms and dads to focus on being present and enjoying their children’s company.
And this trend is just getting started.
The growing luxury childcare market now boasts services like gourmet baby chefs and expert potty training consultants, with prices varying widely. For instance, potty training can run between $600 to almost $5,000 for several days of service. Bike coaching can also set parents back over $400, and packing kids for summer camp can cost $125 per hour.
Seth Norman Greenberg from a housekeeping firm noted a surge in demand since its founding in 1962, particularly in affluent areas.
“We’re busier than ever,” Greenberg remarked, attributing it to the current economic climate that creates more wealthy families.
Emma Greed, who co-founded brands associated with the Kardashian family, describes herself as a “3-hour mom,” relying heavily on her team to help manage her four children. She humorously noted that cutting sandwiches into star shapes has never been something she’s done.
Greed pointed out that she believes in being intentional about how she spends her time, and she doesn’t view it as outsourcing, but rather as facilitating the moments that matter most with her kids.
Regarding parental connection, Landis has previously expressed uncertainty about how her children perceive their caregivers. She reflected on a moment when a child said “I love you” to a nanny, and she concluded that, ultimately, her bond with her children is unbreakable.
“There’s no doubt in my mind that my children understand I’m their mother,” Landis stated, adding that the love and bond they share is truly invaluable.
