In an evolving approach to parenting among affluent families, many are now assembling teams of specialized staff to manage the full spectrum of child-rearing and household duties. This trend, sometimes referred to as “CEO parenting,” treats the family as a small enterprise, delegating routine, time-consuming tasks to hired professionals in order to focus parental attention on higher-value interactions.

Christine Landis, a San Diego-based mother of two and former fintech CEO, exemplifies this model. Spending around $250,000 annually, she employs a family assistant who lives onsite, a weekend nanny, a personal chef, and a housekeeper. Certain tasks, such as clipping children’s toenails or repetitive play, are entirely outsourced to her staff. “Every hour I’m not bogged down with the doing is an hour I get to show up fully present with my kids,” Landis said.

This trend is supported by a growing industry catering to the needs of wealthy households. Quintessentially, a global concierge firm, offers services ranging from managing preschool applications to organizing extended family sabbaticals with tutors. Household Staffing, an agency operating in New York and Philadelphia, reports increased demand for “family assistant nannies” who handle scheduling, errands, and household administration during school hours before transitioning to childcare roles. According to agency director Olivia Fountain, requests often extend to niche roles such as baby chefs, equestrian nannies, and personal stylists for children.

Seth Norman Greenberg, vice president of the Pavillion Agency, serving clients across multiple homes, highlighted placements requiring unique qualifications, including caregivers familiar with yacht life and those capable of extensive travel. “We are busier than we’ve ever been,” he said, attributing growth to rising wealth and a complex lifestyle among millionaires and billionaires.

Celebrity endorsements, like that of Emma Grede, co-founder of Skims and Good American, have brought broader visibility to the practice. Grede describes herself as a “max-three-hour mum,” delegating tasks such as preparing sandwiches to staff, while focusing her time on more memorable family experiences.

The financial investment in these services is significant. Potty-training consultants charge between $600 and $4,500 for intensive short-term support. Private bike lessons range from $80 to $450 per session, and staff to pack for summer camp may command $125 per hour. Full-time travel nannies can demand $120,000 to $170,000 annually, and private governesses, who provide combined academic and social development, may earn up to $200,000.

Not all parents agree on the merits of outsourcing these responsibilities. Ivana Greco, a stay-at-home mother and homeschooler of four, emphasizes the importance of shared daily routines as moments of connection with children. She warns that children notice the absence of parental presence when tasks are fully delegated. “The most meaningful moments I have with my children are completely unexpected. They happen because we spend time together,” Greco said.

Landis acknowledges the emotional complexities of such arrangements. She recalled moments when the nanny’s care during her postpartum illness was deeply touching, yet affirmed that her primary bond with her children remains irreplaceable. While the execution of daily chores is delegated, the mental load—decision-making, coordination and managing the household’s invisible infrastructure—remains firmly in her hands. “The doing was handled,” Landis said. “But the thinking was still mine.”