01 Industry overview
The domestic staffing industry at a glance
Domestic staffing remains a large but predominantly informal global labor market, with 80.0 million people employed as domestic workers in 2025 and 83% working informally.
- 80.0M[12]
- Domestic workers, 2025
- 83%[12]
- Informal employment, 2025
- 4.4%[12]
- Share of global employees, 2025
- 47.1%[5]
- Top two U.S. states’ briefs, 2026
- Market size
- The global domestic staffing workforce totaled an estimated 80.0 million people aged 15 and over in 2025, up from 75.6 million in 2019. Domestic workers represented 2.2% of total employment and 4.4% of employees.[12]
- Market share & regions
- In the U.S. household-staffing recruitment sample covering May 2022 through June 2026, California and Florida accounted for 47.1% of job briefs, while California, Florida and New York together represented 63.2%. New York City, Miami and Los Angeles accounted for 33.8%.[5]
- Segmentation
- U.S. household-staffing briefs were led by childcare and nanny roles, which represented 28.2% of briefs, followed by housekeeping and domestic service at 27.7%. Culinary roles accounted for 11.2%, household and estate management for 8.2%, and personal and private-office support for 6.9%.[5]
- Trends, drivers & challenges
- The workforce expanded from 75.6 million in 2019 to 80.0 million in 2025, but domestic work’s share of total employment remained stable at 2.2%. Informality increased globally from 81% to 83%, highlighting persistent challenges involving labor protection, social security coverage and formalization.[12]
- Consumer behavior & competition
- In Morgan & Mallet’s 465 U.S. job briefs, discretion or confidentiality appeared in 61.3% of requests, compared with 20.4% requesting a formal qualification or certification. Nannies were requested in 19.1% of briefs and housekeepers in 16.8%, making them the two most frequently requested individual roles.[5]
- Regulation
- California’s SB 1350 extended Cal/OSHA protections effective July 1, 2025 to workers employed by businesses providing household domestic services, including housecleaning companies and homecare agencies, while exempting private households directly hiring workers for ordinary household tasks. At the federal level, the U.S. Department of Labor’s 2026 regulatory agenda listed a final-stage rulemaking on FLSA exemptions for companionship services and live-in domestic service employees.[47][48]
- Latest news
- The International Labour Organization published its latest statistical brief on October 27, 2026, reporting 80.0 million domestic workers globally in 2025 and describing informality as the sector’s continuing structural challenge. The brief also provides updated global and regional estimates of employment, demographics and working conditions.[12]
02 Ranking
Top 10 Companies in the Domestic Staffing Industry
The leading companies in the domestic staffing industry, ranked on market impact, performance, momentum, innovation and brand popularity.
Updated November 11, 2026 · Next review December 11, 2026
British American Household Staffing leads Gitnux's 2026 domestic staffing ranking with an Overall score of 9.9, with luxury household staffing across US, UK and globally. Pavillion Agency is the runner-up at 8.4, with a claim of being the largest household staffing agency in the US.
Ranked by Overall score · How we score ↓
Editor's top 3 picks
Where to start, by need.
#1 Overall · Leader in private household staffing
British American Household Staffing
US
Ranked #1 · 9.9 · Private household staffing
Why we picked it: Its footprint covers the US and UK and extends globally, matching luxury household staffing placements.
#2 overall
Pavillion Agency
US
Ranked #2 · 8.4 · Private household staffing
Why we picked it: It focuses on US household staffing and personal service placements.
Leader in international domestic recruitment
Eden Private Staff
GB
Ranked #4 · 8.4 · International domestic recruitment
Why we picked it: Its role coverage spans multiple private household functions across UK and international placements.
Pick 1 is the #1 company overall. Pick 2 is the highest-ranked company in the top 5 that adds a new segment; no further segment places in the top 5, so pick 3 follows rank.
Full ranking
| # | Company | Overall ↓ | Impact | Company snapshot |
|---|---|---|---|---|
| 1 | British American Household Staffing Private household staffing · US | 9.9 | 9.9 | |
Company snapshot · British American Household Staffing · Data as of November 11, 2026 BAHS describes itself as the largest domestic staffing agency globally.[49]
| ||||
| 2 | Pavillion Agency Private household staffing · US | 8.4 | 8.4 | |
Company snapshot · Pavillion Agency · Data as of November 11, 2026 Pavillion says it is the largest household staffing agency in the US.[50]
| ||||
| 3 | Household Staffing Private household staffing · US | 8.4 | 8.4 | |
Company snapshot · Household Staffing · Data as of November 11, 2026 Household Staffing serves high-net-worth households nationwide from multiple US offices.[10]
| ||||
| 4 | Eden Private Staff International domestic recruitment · GB | 8.4 | 8.4 | |
Company snapshot · Eden Private Staff · Data as of November 11, 2026 Eden recruits nannies, housekeepers, butlers, chefs and estate managers worldwide.[51]
| ||||
| 5 | Home Staff International International domestic recruitment | 8.4 | 8.4 | |
Company snapshot · Home Staff International · Data as of November 11, 2026 Home Staff International recruits domestic staff through an international agency network.[52]
| ||||
| 6 | Silver Swan Recruitment International private household and estate staffing · GB | 8.4 | 8.4 | |
Company snapshot · Silver Swan Recruitment · Data as of November 11, 2026 Silver Swan places private household staff from offices in London, Miami and Dubai.[53]
| ||||
| 7 | Greycoat Lumleys UK and international private household staffing · GB | 8.0 | 8.0 | |
Company snapshot · Greycoat Lumleys · Data as of November 11, 2026 Greycoat Lumleys recruits private household and estate staff across the UK and internationally.[54]
| ||||
| 8 | Household Staffing International New York and US household staffing placements · US | 7.0 | 7.0 | |
Company snapshot · Household Staffing International · Data as of November 11, 2026 Household Staffing International places nannies, housekeepers, chefs, butlers and domestic couples.[55]
| ||||
| 9 | Adventure Nannies US and international nanny recruitment · US | 7.0 | 7.0 | |
Company snapshot · Adventure Nannies · Data as of November 11, 2026 Adventure Nannies recruits professional nannies for families across the US and internationally.[56]
| ||||
| 10 | Imperial Nannies Nannies and private household staff worldwide · GB | 7.0 | 7.0 | |
Company snapshot · Imperial Nannies · Data as of November 11, 2026 Imperial Nannies supplies nannies and household staff for UK and overseas placements.[57]
| ||||
How we score
- Impact (30%): scale and weight in the market (revenue, market share, employees, market position).
Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.
Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.
Cadence Recalculated when new figures are published; next review December 11, 2026.
Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.
Cite this ranking
APA
Karl Becker. (2026, February 13). Top 10 companies in the domestic staffing industry. In Domestic Staffing Industry Statistics. Gitnux. https://gitnux.org/domestic-staffing-industry-statistics/#top-companies
03 Trends & forecasts
Top 10 Domestic Staffing Industry Trends & Forecasts 2027
What is changing in the domestic staffing industry, with the evidence behind each trend and a forecast for 2027.
Forecasts were generated by an AI model from the cited evidence. They are estimates, not guarantees.
01Global workforce expands, share stays flat
High confidenceThe global domestic-staffing workforce reached 80.0 million people aged 15 and over in 2025, up from 75.6 million in 2019. Its share remained 2.2% of total employment and 4.4% of employees, indicating growth broadly in line with the wider labor market.[12]
Forecast 2027: The workforce should continue expanding modestly through 2027, but domestic staffing is likely to remain near its current share of global employment rather than materially increase its penetration.
02Informality remains the dominant employment model
High confidenceAn estimated 66.5 million domestic workers, or 83.1% of the global workforce, were informally employed in 2025. The number of informal domestic workers was 5.1 million higher than in 2019, despite formalization progress in many countries.[12]
Forecast 2027: Informality is likely to remain above 80% globally in 2027. Formal agencies and payroll providers should gain share in regulated and affluent markets, while informal hiring will remain prevalent elsewhere.
03U.S. demand concentrates in a few metros
High confidenceIn Morgan & Mallet’s U.S. sample of 465 job briefs from May 2022 through June 2026, California and Florida represented 47.1% of briefs, while California, Florida and New York together accounted for 63.2%. New York City, Miami and Los Angeles alone represented 33.8%.[5]
Forecast 2027: The 2027 U.S. market should remain geographically concentrated, with the largest agency opportunities continuing to come from major wealth, finance, technology and second-home centers in California, Florida and New York.
04Childcare and housekeeping lead staffing demand
High confidenceChildcare and nanny roles represented 28.2% of U.S. household-staffing briefs, followed by housekeeping and domestic service at 27.7%. Nannies were requested in 19.1% of briefs and housekeepers in 16.8%, the two most frequently requested individual roles.[5]
Forecast 2027: These two categories should remain the largest sources of placements in 2027, although agencies will increasingly package them with driving, errands, family-assistant and household-coordination duties.
05Care demand shifts toward private homes
High confidenceU.S. employment of home health and personal care aides is projected to grow 18% from 2025 to 2035, reaching approximately 5.5 million jobs by 2035 from 4.7 million in 2025. The Bureau of Labor Statistics attributes the demand partly to population aging and the shift from institutional care toward home- and community-based services.[20]
Forecast 2027: By 2027, eldercare, disability support and companion-care placements should be among the fastest-growing parts of domestic staffing, increasing competition for workers who can provide both household and personal-care services.
06Aging increases household care requirements
High confidenceThe U.S. population aged 65 and over is projected to rise from 55.8 million in 2020 to 73.2 million in 2030, increasing its share of the population from 16.8% to 20.6%. The Census Bureau identifies home health services as an area where demand is expected to rise substantially with aging.[58]
Forecast 2027: The aging trend should support continued growth in live-out caregivers, companions, care managers and household staff serving older adults in 2027, particularly in high-income metropolitan areas.
07Childcare volume softens while specialization rises
Medium confidenceU.S. employment of childcare workers is projected to decline 2% from 2025 to 2035, with median pay of $16.82 per hour in May 2025. At the same time, private household staffing briefs continue to show childcare and nanny roles as the largest category, indicating stronger demand for individualized or higher-skill care than for generic childcare labor.[20][5]
Forecast 2027: In 2027, broad childcare demand is likely to be mixed, while premium demand should favor newborn-care specialists, educational nannies, travel nannies, family assistants and caregivers with special-needs experience.
08Hybrid household roles become more common
High confidenceHousehold and estate management represented 8.2% of U.S. staffing briefs, while personal and private-office support represented 6.9%. Morgan & Mallet also reports demand for staff able to coordinate multiple residences, travel internationally and move between household and administrative responsibilities.[5]
Forecast 2027: The 2027 market should see more combined nanny-family-assistant, housekeeper-houseman, estate-manager and household-administrator roles. Employers will increasingly pay premiums for workers who can manage several functions without requiring separate hires.
09Discretion outweighs formal credentials in hiring
High confidenceDiscretion or confidentiality appeared in 61.3% of Morgan & Mallet’s U.S. job briefs, compared with 20.4% that requested a formal qualification or certification. The pattern shows that trust, privacy and prior experience remain central selection criteria in high-end household staffing.[5]
Forecast 2027: Confidentiality screening, reference verification, digital-footprint checks and security-conscious onboarding should become more important competitive differentiators for agencies in 2027.
10Candidate shortages favor experienced specialists
Medium confidenceMorgan & Mallet reviewed 125,994 screened applications from January 2022 through October 2026 and found that only 34% of nanny applicants and 25% of housekeeper applicants made it into its network. Acceptance rates were even lower for some premium roles, including private chefs at 31% and butlers at 35%.[5]
Forecast 2027: Recruitment will remain supply-constrained in 2027, particularly for nannies, housekeepers, private chefs and senior estate staff. Agencies with larger vetted databases and stronger relocation, training and retention services should gain share.
04 Statistics
Technology & Innovation
Executives report uneven payoff from digital transformation investments (51% of U.S. tech executives saw no increase), while AI and cloud usage are already common in enterprise settings.
Digital Transformation in the professional and business services sector (sector benchmark)
- 55% of business-services CEOs identified keeping pace with technology and AI transformation as their greatest concern in PwC’s 2025 global CEO survey.[1]
- 40.4% of EU enterprises in professional, scientific and technical activities used at least one AI technology in 2025.[2]
- 35.51% of EU professional, scientific and technical enterprises using AI applied it to business-administration or management processes in 2025.[2]
- 51% of U.S. technology executives reported no increase in performance or profitability from digital-transformation investments during the previous two years.[3]
Technology Adoption in the professional and business services sector (sector benchmark)
- 27.33% of EU professional, scientific and technical enterprises using AI applied it to production processes in 2025.[2]
- 30.87% of EU professional, scientific and technical enterprises using AI applied it to accounting, controlling or finance management in 2025.[2]
- 18.55% of EU professional, scientific and technical enterprises using AI applied it to ICT security in 2025.[2]
- 22.32% of EU professional, scientific and technical enterprises using AI applied it to research and development or innovation activities in 2025.[2]
Cloud Computing in the professional and business services sector (sector benchmark)
- 80.4% of Danish professional, scientific and technical enterprises used cloud computing services in 2023.[4]
- 91.2% of Finnish professional, scientific and technical enterprises used cloud computing services in 2023.[4]
- 90.7% of Australian professional, scientific and technical enterprises used cloud computing services in 2022.[4]
- 77.7% of Dutch professional, scientific and technical enterprises used cloud computing services in 2023.[4]
Big Data in the professional and business services sector (sector benchmark)
- 47.5% of German professional, scientific and technical enterprises conducted big-data analysis in 2023.[4]
- 46.8% of Swedish professional, scientific and technical enterprises conducted big-data analysis in 2023.[4]
- 45.4% of Finnish professional, scientific and technical enterprises conducted big-data analysis in 2023.[4]
- 57.5% of Dutch professional, scientific and technical enterprises conducted big-data analysis in 2023.[4]
IoT in the professional and business services sector (sector benchmark)
- 52.0% of South Korean professional, scientific and technical enterprises used Internet-of-Things technologies in 2022.[4]
- 36.3% of Irish professional, scientific and technical enterprises used Internet-of-Things technologies in 2021.[4]
- 35.6% of Swedish professional, scientific and technical enterprises used Internet-of-Things technologies in 2021.[4]
- 42.6% of Austrian professional, scientific and technical enterprises used Internet-of-Things technologies in 2021.[4]
05 Statistics
Data & Analytics
Recruitment data appears at scale: Morgan & Mallet recorded 465,000+ household-staffing applications since 2016 and 465 US job briefs for May 2022 to June 2026.
Business intelligence in the domestic staffing industry
- 200,000+ candidates were registered in Morgan & Mallet’s household-staffing database as of October 2026.[5]
- 130 nationalities were represented in Morgan & Mallet’s household-staffing data after its November 2026 refresh.[5]
- 50,300+ candidates were vetted in Morgan & Mallet’s household-staffing database as of October 2026.[5]
- 100 household-staffing roles were covered by Morgan & Mallet’s recruitment records, including nannies, housekeepers, butlers and estate managers.[5]
- 465,000+ household-staffing applications had been recorded in Morgan & Mallet’s recruitment system since 2016 as of October 2026.[5]
- 73 countries had been recruited in by Morgan & Mallet as of the company’s November 2026 data refresh.[5]
Data analytics in the domestic staffing industry
- 465 US household-staffing job briefs were analyzed by Morgan & Mallet for the period May 2022 to June 2026.[5]
- 589.3 household-staffing career searches per 100,000 residents were recorded in Indianapolis in Morgan & Mallet’s 2025–26 analysis.[5]
- 478.0 household-staffing career searches per 100,000 residents were recorded in Denver in Morgan & Mallet’s 2025–26 analysis.[5]
- 49,300 annual searches for “household manager jobs” were recorded in Morgan & Mallet’s US keyword analysis through June 2026.[5]
- 628.1 household-staffing career searches per 100,000 residents were recorded in Las Vegas in Morgan & Mallet’s 2025–26 analysis.[5]
- 20,680 annual Google searches for household-staffing careers were recorded in New York City in Morgan & Mallet’s July 2025–June 2026 analysis.[5]
Data Quality in the professional and business services sector (sector benchmark)
- 50% of organizations identified data-quality issues as the biggest challenge affecting their data-integration projects in 2024.[6]
- 67% of supply management organizations said their data quality was better or significantly better than two years earlier in 2024.[7]
- 23% of supply management firms spent at least 21% of their time cleaning data in 2024.[7]
- 49% of supply management organizations reported that their data quality was good or excellent in 2024, based on a survey of more than 121 respondents.[7]
- 95% of enterprise companies with at least $1 billion in revenue had experienced a data-quality issue directly affecting business outcomes in 2024.[8]
- 87% of enterprise data leaders said traditional rules-based approaches to data quality did not scale to current needs in 2024.[8]
Data Governance in the professional and business services sector (sector benchmark)
- 33% of North American organizations had a formal data-governance organization in place in 2024.[9]
- 18.3% of organizations used a data-governance or catalog solution as part of their governance program in 2024.[9]
- 71% of global organizations reported having a data-governance program in 2024, up from 60% in 2023.[6]
- 61% of organizations had a dedicated data-governance function in 2024, according to a survey of more than 121 supply management professionals.[7]
- 32% of organizations in the 2024 governance study had a formal governance organization in place, while 68% had none.[9]
- 81% of supply management organizations found their data-governance program useful in 2024.[7]
KPIs in the domestic staffing industry
- 16,000+ Instagram followers were reported by Household Staffing in its 2026 press kit.[10]
- 4,790+ Facebook followers were reported by Household Staffing in its 2026 press kit.[10]
- 1,200 new candidates per month were reported by Household Staffing in its 2026 press kit.[10]
- 30,000 monthly unique website visitors were reported by Household Staffing in its 2026 press kit.[10]
- 465 US household-staffing job briefs formed the sample for Morgan & Mallet’s 2026 report, covering May 2022 through June 2026.[5]
- 65,000 monthly website page views were reported by Household Staffing in its 2026 press kit.[10]
06 Statistics
Strategy & Growth
The global domestic workforce expanded by 4.4 million workers (5.8%) from 2019 to 2025, while informality increased from 81% to 83%.
Growth in the domestic staffing industry
- The global domestic workforce increased by 4.4 million workers, or 5.8%, between 2019 and 2025.[11]
- Africa added approximately 4.2 million domestic workers between 2019 and 2025, the largest regional increase.[11]
- Asia and the Pacific added approximately 1.9 million domestic workers between 2019 and 2025.[11]
- Domestic-work informality rose from 81% to 83% globally between 2019 and 2025.[12]
- The domestic-work share of total employment remained 2.2% globally in 2025, despite the workforce increasing from 2019.[12]
Differentiation in the domestic staffing industry
Mergers and acquisitions in the domestic staffing industry
- Addus HomeCare acquired Gentiva’s personal-care operations for $350 million in December 2024.[14]
- 26 North American home-based-care transactions were recorded in the first half of 2024.[15]
- Home-care transactions represented 29% of North American home-based-care transaction activity in the 12 months ended June 30, 2024.[15]
- Home-health transactions represented 21% of North American home-based-care transaction activity in the 12 months ended June 30, 2024.[15]
- Addus HomeCare’s acquired Gentiva personal-care operations served more than 16,000 consumers per day across seven states in 2024.[14]
- Home-care transactions represented 44% of North American home-based-care transactions in the 12 months ended June 30, 2024.[15]
Strategic partnerships in the domestic staffing industry
- Pennant Group agreed joint ventures with two U.S. health systems, Ascension and Providence, in 2024.[16]
- The Pennant Group completed three home-based-care transactions in the first half of 2024, making it a frequent acquirer in the sector.[15]
- 17 home-care transactions were announced in the United States in the first quarter of 2025, twice the fourth-quarter 2024 total.[16]
07 Statistics
People & Workforce
U.S. briefs show demand skew toward childcare and housekeeping: childcare and nanny roles were 28.2% of briefs, and housekeeping/domestic service was 27.7%.
Hiring in the domestic staffing industry
- 27.7% of U.S. household-staffing job briefs concerned housekeeping and domestic-service roles, based on briefs recorded from May 2022 to June 2026.[5]
- 16.1% of U.S. household-staffing job briefs came from New York, based on briefs recorded from May 2022 to June 2026.[5]
- 24.1% of U.S. household-staffing job briefs came from California, the largest state share in data recorded from May 2022 to June 2026.[5]
- 4.5 years was the average experience sought for housekeeping and domestic-service roles in U.S. household-staffing briefs recorded from May 2022 to June 2026.[5]
- 23.0% of U.S. household-staffing job briefs came from Florida, based on 465 briefs recorded from May 2022 to June 2026.[5]
Employee retention in the domestic staffing industry
- 34% was the reported turnover rate for home health aides in a 2026 home-based-care workforce report.[17]
- 37% of U.S. home-care workers left their position within 90 days, including 21% who left during the first 30 days.[18]
- 3 years was the average tenure per household-staffing job in Morgan & Mallet’s international placement data covering January 2024 through October 2025.[5]
- 25.46% was the reported turnover rate for home health registered nurses in a 2026 home-based-care workforce report.[17]
- 57% of caregiver turnover occurred within the first 90 days of employment, according to a home-care workforce analysis.[19]
Remote Work in the professional and business services sector (sector benchmark)
- 62.8% of U.S. professional and business-services employees who could work at home did so during 2024–2025, while 66.0% could work at home.[20]
- 54% of U.S. professional-services firms reported having at least one paid work-from-home employee in November 2024–January 2025.[21]
- 37.21% was the average share of paid workdays performed from home by U.S. professional and business-services employees in January 2025.[22]
- About 45% of U.S. professional and business-services workers worked remotely during October 2023–September 2024, including hybrid and fully remote work.[23]
Hybrid Work in the professional and business services sector (sector benchmark)
- Across U.S. professional and business services, 39% of full-time employees worked fully onsite during January–April 2025.[24]
- Across U.S. professional and business services, 22% of full-time employees worked fully from home during January–April 2025.[24]
- 61% of U.S. employees with remote-capable jobs preferred hybrid work in November 2025, compared with 33% preferring fully remote work.[25]
- Across U.S. professional and business services, 38% of full-time employees worked hybrid schedules during January–April 2025.[24]
- 54% of U.S. employees with remote-capable jobs worked in a hybrid arrangement in November 2025.[25]
Upskilling in the domestic staffing industry
- 7.7% of U.S. maids and housekeeping cleaners required prior work experience in 2025.[20]
- 30.7% of U.S. maids and housekeeping cleaners required a high school diploma in 2025.[20]
- 99.3% of U.S. maids and housekeeping cleaners required on-the-job training in 2024.[20]
- 97.8% of U.S. maids and housekeeping cleaners required on-the-job training in 2025.[20]
- 3.9% of U.S. maids and housekeeping cleaners required prior work experience in 2024.[20]
Employee Engagement in the professional and business services sector (sector benchmark)
- 32% of U.S. employees were engaged at work in 2025, while 17% were actively disengaged.[25]
- 34% of U.S. employees were engaged at work in 2022, while 16% were actively disengaged.[25]
- 32% of U.S. employees were engaged at work in 2024, while 17% were actively disengaged.[25]
- 33% of U.S. employees were engaged at work in 2023, while 16% were actively disengaged.[25]
08 Statistics
Customer & Sales
Hiring criteria emphasize screening and confidentiality, with 91% of U.S. household employers citing candidate security and screening as a top reason for choosing a nanny agency.
Customer experience in the domestic staffing industry
- 71% of U.S. families hiring through a nanny agency spent fewer than 20 hours on the hiring process.[27]
- 83% of U.S. families using an online nanny job site cited unqualified candidate responses as a major drawback.[27]
- 74% of U.S. household employers who hired through an agency cited a hassle-free process and time savings as a top reason for doing so.[27]
- 91% of U.S. household employers cited candidate security and screening as a top reason for choosing a nanny agency, according to a GTM survey.[27]
- 99.2% was Household Staffing’s reported client-satisfaction rate in 2026 in the United States.[10]
Customer retention in the domestic staffing industry
- Approximately 80% of families returned to MaidProvider.ph when they needed household staffing again in the Philippines in 2026.[28]
- 81% was the 90-day client-retention rate for small home-care agencies in December 2024 in the United States.[29]
- 88% was the 90-day client-retention rate for small home-care agencies in July 2024 in the United States.[29]
- 58.2% of community-placement clients remained in placement after 90 days in California in 2021.[30]
Customer acquisition in the domestic staffing industry
- 24% of U.S. household employers surveyed used a paid nanny-search website to find their current nanny in 2022.[27]
- 40% of U.S. nanny respondents found their current or recent position through a nanny agency in 2026.[31]
- 13% of U.S. nanny respondents found their current or recent position through Care.com in 2026.[31]
- 50% of U.S. household employers surveyed used an agency to find their current nanny in 2022, up from 35% in 2021.[27]
- 19% of U.S. nanny respondents found their current or recent position through personal referrals in 2026.[31]
Lead generation in the domestic staffing industry
- 41% of U.S. families in a household-employer survey found a nanny agency by searching online.[27]
- 90% of A Choice Nanny’s families reportedly found the agency through current clients, friends or Google searches in the United States.[27]
- 42% of nannies in a 2022 U.S. survey found their jobs through placement agencies.[27]
- 17% of nannies in a 2022 U.S. survey found their jobs through friends or relatives.[27]
- 56% of U.S. nannies in a household-employment survey found an agency by searching online.[27]
09 Statistics
Marketing & Brand
Online search remains a major source in surveys: 41% of U.S. families found an agency through online search, while 56% of nannies found an agency by searching online.
Marketing in the domestic staffing industry
- 13% of U.S. nannies surveyed in 2022 found their job through a former employer.[27]
- 42% of U.S. nannies surveyed in 2022 found their job through a placement agency, the leading source identified.[27]
- 21% of U.S. nannies surveyed in 2022 found their job through job-search sites such as Care.com.[27]
- 90% of A Choice Nanny’s families reportedly came through current clients, friends and Google searches in the United States.[27]
Digital marketing in the domestic staffing industry
- 41% of U.S. families in a household-employer survey found an agency through online search.[27]
- 56% of U.S. nannies in a household-employment survey found an agency through online search.[27]
- 74% of U.S. nannies who used a job website used Care.com, making it the leading platform in a 2022 survey.[27]
- 48% of U.S. nannies using job websites cited ease of use as a reason for liking those sites in 2022.[27]
- 18% of U.S. nannies using job websites cited the number of local jobs listed as a reason for liking them in 2022.[27]
Branding in the domestic staffing industry
- 4.9 stars was Household Staffing’s displayed Google rating in its 2026 press kit in the United States.[10]
- 4.8 stars was Household Staffing’s displayed Facebook rating in its 2026 press kit in the United States.[10]
- 88% of nannies surveyed in the United States were satisfied or very satisfied with their career choice in 2022.[27]
Influencer Marketing in the professional and business services sector (sector benchmark)
- 86% of B2B influencer-marketing practitioners and creators prefer co-creating content with brands rather than amplifying finished brand content, based on Q1 2026 research.[32]
- 44% of B2B influencer-marketing practitioners say finding the right talent is their single biggest collaboration obstacle, based on Q1 2026 research.[32]
- 74% of B2B influencers use artificial-intelligence tools to enhance content creation, based on Q1 2026 research.[32]
- 78% of B2B influencer-marketing practitioners identify brand awareness and lead generation as their joint top challenges, based on Q1 2026 research.[32]
10 Statistics
Operations & Execution
Written work agreements feature in placements, with 10 of 11 participating agencies reporting at least 75% of placements using written work agreements in 2026.
Process optimization in the domestic staffing industry
- 43% of surveyed families cited candidate quality as a disadvantage of finding a nanny online in 2022.[27]
- 7% of surveyed families found their nanny through social media in 2022, up from 2% in 2021.[27]
- 93% of surveyed families ranked candidate security or screening among their top three reasons for using a nanny agency in 2022.[27]
- 50% of surveyed U.S. household employers used an agency to find their current nanny in 2022.[27]
- 10 of 11 participating nanny agencies reported that at least 75% of their placements used a written work agreement in 2026.[31]
Operational efficiency in the domestic staffing industry
- The nine leading U.S. maid-service franchises generated $1.36 billion in system-wide revenue in 2025.[33]
- 228,000 U.S. maids and housekeepers worked primarily for private households in 2025.[33]
- 3,447 units were operated by the nine leading U.S. maid-service franchises in 2025.[33]
- 26% of U.S. residential maid-service sales volume came from franchises in 2025.[33]
- The average annual revenue per franchise among the nine leading U.S. maid-service franchises was $577,840 in 2025.[33]
Quality management in the domestic staffing industry
- 66% of nanny respondents either held or had considered obtaining a professional-association credential in 2026.[31]
- 2 of 11 participating nanny agencies reported boundary issues as a reason placements ended early in 2026.[31]
- 81% of U.S. Nanny Association survey respondents reported having a written nanny work agreement or employment contract in 2026.[31]
- 8 of 11 participating nanny agencies identified changes in family circumstances as a reason placements ended early in 2026.[31]
- 3 of 11 participating nanny agencies reported communication problems as a reason placements ended early in 2026.[31]
Supply chain in the domestic staffing industry
- 83% of domestic workers worldwide were in informal employment in 2025.[12]
- Domestic workers represented 2.2% of total employment worldwide in 2025.[12]
- 75.6 million people worked as domestic workers worldwide in 2019.[12]
- 80.0 million people worked as domestic workers worldwide in 2025.[12]
- Domestic workers represented 4.4% of employees worldwide in 2025.[12]
Outsourcing / Offshoring in the professional and business services sector (sector benchmark)
- 65% of U.S. CPA firms participating in the 2025 National MAP Survey that offshored used India, followed by 33% using the Philippines.[34]
- 39% of EU enterprises sourcing abroad outsourced business functions to external providers during 2021–2023, while 72% used affiliated-group insourcing.[2]
- 29% of U.S. CPA firms responding to the 2025 National MAP Survey utilized offshoring, rising to 74% among firms with at least $10 million in net client fees.[34]
- 47.5% of EU enterprises sourcing abroad sourced administrative and management functions internationally during 2021–2023.[2]
- 60% of EU business-services enterprises sourcing abroad were in the business-services sector, compared with 40% in industry and construction, during 2021–2023.[2]
11 Statistics
Finance & Pricing
Franchise economics anchor pricing comparisons: residential maid-service industry receipts were estimated at $17.2 billion in 2025, and franchise royalties usually ranged from 3% to 7% of sales.
Pricing strategy in the domestic staffing industry
- Residential maid-service franchise purchase costs averaged $43,000 to $197,000 in the United States in 2025.[33]
- The median hourly wage used for U.S. primary child-care valuation ranged from $17.50 to $20.00 in 2024.[35]
- The median hourly wage used for U.S. adult-care valuation ranged from $17.25 to $19.00 in 2024.[35]
- The median hourly wage used for U.S. private-household domestic tasks was $18.00 in 2024.[35]
- Residential maid-service franchise royalties usually ranged from 3% to 7% of sales in the United States in 2025.[33]
Cost reduction in the domestic staffing industry
- 16% of U.S. households, or approximately 22 million households, used a maid or residential cleaning service in 2025.[33]
- 8% of U.S. households used a maid or residential cleaning service in 2012.[33]
- 20% to 30% of U.S. residential maid-service receipts were estimated to be cash and unreported in 2025.[33]
- Women accounted for 53.9% of people performing unpaid household work in the United States during 2021–2024.[35]
- Average annual sales for members of the U.S. residential maid-service trade group were $358,000 in 2025.[33]
Profitability in the domestic staffing industry
- Franchised U.S. residential maid services represented approximately 26% of industry sales volume in 2025.[33]
- U.S. residential maid-service industry receipts were estimated at $17.2 billion in 2025.[33]
- Average annual franchise revenue among the nine leading U.S. maid-service franchises was $577,840 in 2025.[33]
- The estimated annual value of U.S. unpaid caregiving was $1.1 trillion to $1.4 trillion in 2024, excluding secondary child care.[35]
- The average annual sales figure for U.S. residential maid-service trade-group members was $358,000 in 2025.[33]
Financial planning in the domestic staffing industry
- The estimated value of all U.S. unpaid household work equaled 19.2% to 20.6% of 2024 GDP, excluding secondary child care.[35]
- The estimated annual value of all U.S. unpaid household work was $5.6 trillion to $6.0 trillion in 2024.[35]
- Including secondary child care, U.S. unpaid household work was valued at $6.7 trillion to $7.4 trillion in 2024.[35]
- Including secondary child care, U.S. unpaid household work equaled 23.0% to 25.2% of 2024 GDP.[35]
- Individuals providing primary child care or adult care in the United States spent an average of 2.73 hours per day on caregiving during 2021–2024.[35]
12 Statistics
Product & Service
Retention measures are central in reporting: Household Staffing reports 98.7% of candidates staying with clients for more than three years on average.
Product lifecycle in the domestic staffing industry
- 3 years was the average tenure per household-staffing job in Morgan & Mallet’s 2025/26 placement data across the US, UK, Europe and Middle East.[5]
- 92% of Morgan & Mallet’s Dubai nanny placements became multi-year contracts in the 2025/26 report.[5]
- 92% of Morgan & Mallet’s Los Angeles personal-assistant placements lasted at least two years in the 2025/26 report.[5]
- 98.7% of Household Staffing’s candidates remained with clients for more than three years on average, according to its 2026 press kit.[10]
After-sales in the domestic staffing industry
- 98.7% of Household Staffing candidates remained with clients for over three years on average, a service-retention measure reported in 2026.[10]
- 33.3% of Household Staffing’s client relationships generated three or more successful placements, according to its 2026 press kit.[10]
- 55 new clients per month were reported by Household Staffing in its 2026 press kit, indicating the agency’s ongoing client-acquisition activity.[10]
Value proposition in the domestic staffing industry
- 16.8% of US household-staffing briefs were for housekeepers in Morgan & Mallet’s analysis of briefs recorded through June 2026.[5]
- 19.1% of US household-staffing briefs were for nannies, the most requested individual role, in Morgan & Mallet’s 2026 analysis.[5]
- 77% of personal-assistant jobs placed by Morgan & Mallet in Los Angeles required confidentiality agreements in its 2025/26 report.[5]
- 28.2% of US household-staffing briefs concerned childcare and 27.7% concerned housekeeping or domestic service in Morgan & Mallet’s role-category analysis.[5]
- 61.3% of US household-staffing job briefs mentioned discretion or confidentiality between May 2022 and June 2026.[5]
13 Statistics
Sustainability & Ethics
Informality and contract coverage remain persistent constraints; none of the domestic workers surveyed in Patna and Gaya had a signed employment contract in 2026.
Ethics in the domestic staffing industry
- 54% of surveyed domestic workers in Patna and Gaya, India, were not registered on the e-Shram portal in 2026.[12]
- 90.7% of U.S. domestic workers were women in pooled American Community Survey estimates for 2006–2019.[36]
- 22.4% of U.S. domestic workers were non-U.S. citizens in pooled American Community Survey estimates for 2006–2019.[36]
- None of the domestic workers surveyed in Patna and Gaya, India, had a signed employment contract in 2026.[12]
- 76.2% of domestic workers globally were women in 2023, making gender equity a central workforce-ethics issue in the sector.[12]
14 Statistics
Risk, Compliance & Legal
Regulatory and compliance pressure persists amid informality, with 83% of domestic workers globally employed informally in 2025.
Compliance in the domestic staffing industry
- $1.1 billion in U.S. household-employment payroll taxes were remitted through Schedule H in 2015.[37]
- Only 5.3% of U.S. household employers filed Schedule H and remitted required federal payroll taxes for domestic employees in 2015.[37]
- 10 of 11 participating U.S. nanny agencies said written agreements were used in at least 75% of their placements in 2026.[31]
- 83% of domestic workers globally were employed informally in 2025.[12]
- At least $979 million was the estimated U.S. individual-income-tax gap caused by unreported domestic-work earnings in 2015.[37]
Risk Management in the professional and business services sector (sector benchmark)
- Cybersecurity ranked as the top future risk for professional service firms in Aon’s 2025 global survey.[38]
- Fifty-four percent of professional services leaders reported integrated or enterprise-wide risk management in 2026, globally.[39]
- Thirty-nine percent of professional services leaders said their organizations’ risk and compliance programs were advanced or leading in 2026, globally.[39]
- Seventy-seven percent of professional services firms said better analytics and monitoring were needed to improve fraud response in 2026, globally.[39]
Cybersecurity in the professional and business services sector (sector benchmark)
- Fifty-six percent of professional services leaders reported high or very high confidence in detecting advanced cyber threats in 2026, globally.[39]
- Forty-three percent of UK businesses experienced a cyber breach or attack during the 12 months covered by the 2025–2026 survey.[40]
- Fifty-five point nine percent of Asia-Pacific small businesses in professional, scientific and technical services reviewed their cybersecurity during the previous six months in 2024.[41]
- Thirty-four percent of professional services respondents reported that sensitive content had been breached seven or more times in 2024, globally.[42]
Data Privacy in the professional and business services sector (sector benchmark)
- Forty-one percent of professional services firms identified new U.S. state data privacy laws as a regulatory priority in 2024, globally surveyed respondents.[42]
- Seventy-two percent of privacy professionals reported using data security as an organizational privacy control in 2026, globally.[43]
- Fifty-eight percent of privacy professionals said their organizations always or frequently practiced privacy by design when building applications or services in 2026, globally.[43]
- Thirty-four percent of professional services firms identified the GDPR as a regulatory priority in 2024, globally surveyed respondents.[42]
Crisis Management in the professional and business services sector (sector benchmark)
- Nearly 40% of surveyed general counsel reported no contingency plan for a cyberattack or supply-chain failure in 2024, globally.[44]
- Twenty-four percent of organizations never tested their business continuity or critical-event management plans in late 2025, globally.[45]
- Fifty percent of organizations reported limited or no formal critical-event management strategy in late 2025, globally.[45]
- Sixty-four percent of general counsel in North America reported greater involvement in business continuity and financial contingency planning in 2024.[44]
- Thirty-one percent of global leaders expressed extreme confidence in their organization’s ability to manage critical events in late 2025.[45]
Governance in the domestic staffing industry
- 99% of domestic-employee-related claims reported by surveyed U.S. families in 2021 involved employee injuries.[46]
- 72% of surveyed U.S. family offices employed domestic staff separately from family-office personnel in 2021.[46]
- 21% of surveyed U.S. families reported at least one domestic-employee-related claim in 2021.[46]
- 77% of surveyed U.S. families employing domestic staff carried workers’ compensation insurance in 2021.[46]
- 59% of surveyed U.S. families with domestic staff purchased employment-practices liability insurance in 2021.[46]
15 Statistics
Globalization & Expansion
Cross-border supply remains material: 54.6% of domestic workers in Northern, Southern and Western Europe were migrants in 2015.
Globalization in the domestic staffing industry
- 54.6% of domestic workers in Northern, Southern and Western Europe were migrants in 2015.[12]
- 27% of migrant domestic workers were hosted in the Arab States in 2013, the largest share among broad subregions.[12]
- 25% of domestic workers in Eastern Europe were migrants in 2015.[12]
- 83% of domestic workers in the Arab States were migrants in 2021.[12]
- 80.0 million people were employed as domestic workers globally in 2025, up from 75.6 million in 2019.[12]
Stakeholder management in the domestic staffing industry
Distribution channels in the domestic staffing industry
- 4.4% of employees globally were domestic workers in 2025.[12]
- 229 digital labour platforms operated in the domestic work sector globally in 2020, up from 28 in 2010.[12]
- 14.1% of employees in the Arab States were domestic workers in 2025.[11]
- 2.2% of total global employment consisted of domestic workers in 2025.[12]
- 28 digital labour platforms operated in the domestic work sector globally in 2010.[12]
Key questions about the Domestic Staffing Industry
How big is the domestic workforce worldwide?
Is the domestic workforce growing?
Which companies lead the domestic staffing industry?
What tech shifts matter for domestic staffing operators?
How is demand concentrated in the US?
What do employers signal most often in job briefs?
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
Karl Becker. (2026, February 13). Domestic Staffing Industry Statistics. Gitnux. https://gitnux.org/domestic-staffing-industry-statistics
Karl Becker. "Domestic Staffing Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/domestic-staffing-industry-statistics.
Karl Becker. 2026. "Domestic Staffing Industry Statistics." Gitnux. https://gitnux.org/domestic-staffing-industry-statistics.
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Social media in the domestic staffing industry