LONDON--(BUSINESS WIRE)--The new scheme - the first of its kind in the UK – and recently launched in London, targets affluent mums who seek the ‘perfect combination’ of a high quality professional nanny at home, plus time for their child at a premium nursery.
The new-look nanny/nursery blend is the brainchild of businessman Andy Morris who heads the Buckinghamshire-based, leading independent childcare company, Asquith Day Nurseries.
Said Morris: “Extensive research clearly shows there is a gap at the top end of the childcare market for well-off parents who need all the hassles and challenges of childcare provision removed completely. Growing numbers of mothers - including Liz Truss, the children’s minister - are clearly concerned about what they describe as ‘variable quality’ in the childcare sector. Nationally, according to data in a National Centre for Social Research study at least 40% of parents believe childcare quality is inadequate.”
“Parents want professionally qualified, trustworthy nannies - but they also need their child to benefit from vital social interaction and early years learning facilities that can only be provided by a high quality nursery. Now, for the first time in the UK there is a ‘one stop’ childcare solution that satisfies all those requirements.”
He added: “Mums using Asquith Nannies will have total peace of mind. Every nanny we employ is comprehensively vetted, checked and fully trained to exacting standards within our nationwide, 79 nursery-strong group.”
“Many mothers are often guilt-ridden about leaving their children with nannies whose background they may know very little about. And they’ve just been waiting for the day when they can feel completely comfortable leaving their child in a risk-free environment with time split between home and nursery. That day is finally here.”
Martin Hinchliffe, MD at Asquith Nannies said: “We know parents want safety and security for their children above all else. We are going to provide that safety net within new and highly structured childcare planning. Our nannies will all be employed directly by us – removing additional hassle from the parent. HMRC has initiated a crackdown on widespread ‘under the radar’ cash payments made to nannies. Plus the government is also enforcing new pension contribution rules. Under our solution parents can now forget all these clerical and statutory issues.”
South Hampstead-based mother of two Kalpa Marchese said: “This is a great idea and will be a perfect fit for some mums. I’ve had nannies before and there are always challenges – holidays and illness to sort out, paperwork etc. Now those problems will no longer exist with this innovative Asquith scheme.
Home isn’t always the best fun for small children all the time. They need the interaction with other children and adults that a nursery gives. So this new nanny/nursery blend is ideal.”
She added: “I am just about to go back to work full-time as an account manager so this news comes at a perfect time.”
The London childcare market alone is estimated to be worth £1 billion a year and an estimated 15% of households with young children are using nannies or au pairs in Kensington and Chelsea areas alone.