From Homes to Corporations: “Khaleit El Eyal” Reshapes Childcare Services in Egypt
Amid rapid lifestyle changes and the growing number of working families, a startup born in the heart of Upper Egypt is offering innovative childcare solutions.
“Khaleit El Eyal” (The Kids’ Auntie) is striving to redefine childcare by providing flexible, safe services that meet the diverse needs of modern parents.
Nora Mohsen, Founder and CEO of Khaleit El Eyal, shared that the project was conceived in 2023, driven by her personal observation of the struggles many mothers face in balancing career and childcare.
In an interview with the “Outsourcing” (Taaheed) newsletter, Mohsen explained that the idea crystallized through the experiences of those around her.
She noted that one friend spent most of her time caring for extended family members’ children, while another, a doctor, struggled with a rigid daily schedule—creating a clear conflict between professional and family responsibilities.
“There is a real gap between a mother’s daily needs and the availability of organized services to help them,” Mohsen said. “This prompted me to think of a practical solution that mirrors the role of an ‘Auntie’ within the family, but in a professional and structured manner.”
A Comprehensive Service Model
The company launched its operations in the Minya Governorate, initially providing in-home babysitters. It later expanded to offer dedicated spaces that combine childcare with skill development, specifically targeting the age group from newborns to 3 years old.
Mohsen highlighted that Khaleit El Eyal goes beyond traditional babysitting. The company trains nannies using modern educational curricula, such as Montessori, and provides them with age-appropriate tools and activities to foster a child’s development alongside daily care.
Key services include:
- Comprehensive Support: Accompanying children during daily activities, whether inside or outside the home.
- On-the-Go Care: Assistance during doctor visits, transportation, or while the mother is busy with other tasks.
- Professional Trust: Providing a reliable “family assistant” to alleviate the pressure on working mothers.
Focus on the Early Years (0–3)
Nora pointed out that the company focuses specifically on children from a few months old to 3 years—a demographic she describes as having the highest need for care yet being the least served by traditional nurseries.
“This age is a crucial period for a child’s skill development, yet it often lacks sufficient attention in terms of specialized care and developmental programming,” she explained.
B2C and B2B Strategies
The company operates through two main business models:
- B2C (Business-to-Consumer): Providing hourly babysitters for individuals, with a minimum of 3 hours and up to 8 hours a day.
- B2B (Business-to-Business): Contracting with corporations to provide childcare services for employees’ children directly at the workplace.
“We have already begun collaborating with companies across various sectors and aim to expand further, particularly in Cairo, where demand is surging,” Mohsen added.
Currently, nearly 120 nannies are registered on the platform across Cairo and Minya. Candidates are selected based on strict criteria, favoring graduates of Education and Kindergarten faculties, as well as experienced mothers.
Ambitious Growth Plans
By the end of this year, Khaleit El Eyal aims to reach 10,000 users and approximately 1,000 nannies. The company is also looking to secure contracts with major entities, including banking institutions.
While international expansion—particularly into Saudi Arabia—is on the horizon, the current focus remains local. “Egypt is a massive market with significant growth opportunities. We are prioritizing our local presence first,” Mohsen stated.
The startup has already received support from business accelerators like “Plug and Play,” which helped refine its business model and expand its partnerships.
Empowering Working Women
Mohsen concluded by emphasizing that the company’s core mission is to empower working women by providing practical solutions that help them achieve a healthy balance between their professional and personal lives.
