We caught up with the brilliant and insightful Carson Wagner a few weeks ago and have shared our conversation below.
Carson, appreciate you joining us today. Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?
When I first started Lifetime of Love Nannies, my main focus was on providing inclusive care for all families, with a special emphasis on supporting children with special needs. I noticed a gap in the industry where families who needed specialized care often struggled to find qualified, reliable help. I knew I wanted to change that. My vision was to create a 24/7 one-stop shop that offered customizable childcare solutions, where families of all backgrounds and needs could feel seen, supported, and prioritized.
In the beginning, I partnered with the state to provide financial assistance for families with special needs, a milestone that still makes me incredibly proud. It wasn’t just about childcare; it was about creating opportunities for families to access services that they may not have otherwise been able to afford. As we grew, I realized how much families relied on us, and I knew we had a responsibility to expand and diversify in a way that maintained the same quality and care we had built our foundation on.
We started with special needs care, but over time, we began adding other services: overnight newborn care, pet care, senior companion care, and household management. It was never about adding services for the sake of it—it was about listening to our families, understanding their needs, and growing in a way that made sense for them. I always say that diversifying is what helped us scale, but maintaining quality is what earned us trust.
At first, we provided care solely in Reno, Nevada. Expanding into Tahoe and Truckee felt like a natural next step, but the real test of our growth came when we opened in Las Vegas. Opening a new location without a physical office presence was nerve-wracking. I had no idea if it would work, especially because I didn’t know the city as well as I knew Reno. I questioned whether we could replicate the systems we had spent years perfecting. But I also knew that growth required calculated risks, and I wasn’t afraid to try.
Las Vegas proved to be one of our greatest successes. It grew faster than Reno, which still amazes me to this day. Seeing the systems, processes, and knowledge we had built over the years work so seamlessly in a new city gave me the confidence to keep pushing forward. When I first started this business, I didn’t know anything about being a leader or running a company—I just had a vision and a willingness to do whatever it took to make it a reality. Las Vegas taught me that scaling is not just about starting over; it’s about taking what works and being consistent in how you deliver it.
Another significant part of our growth has been expanding into corporate backup care and event childcare. Businesses began reaching out to us to provide on-call childcare solutions for their employees, as well as care at conferences and events. I never imagined we’d be flying all over the country to run kids’ camps for hundreds of children at a time, but this side of our business has been transformative. It’s allowed us to grow nationally while still delivering the personal, high-quality care we’re known for.
Of course, scaling hasn’t been without its challenges. There have been sleepless nights, moments of doubt, and times when I questioned whether I was making the right decisions. When we first considered opening in Las Vegas, I worried we didn’t know enough about the market. But I’m so glad I didn’t let that fear hold us back. The experience taught me to trust my instincts, lean on the systems we’d built, and remain open to new opportunities.
For me, this business has always been a creative outlet. I often describe it as a piece of art, where every new service, location, or offering is like adding another brushstroke to the canvas. Scaling is about growth, but it’s also about innovation and finding joy in what you’re creating.
Now, as I look toward the future, I’m excited to take what we’ve built and bring it to larger and medium-sized cities across the West Coast and, eventually, the United States. The success we’ve seen in Las Vegas has shown me what’s possible, and I know we can replicate it in other markets. As long as we stay true to our mission of inclusive care, remain innovative, and never sacrifice quality, I know we’ll continue to succeed.
Looking back, the journey hasn’t been easy, but it’s been incredibly rewarding. Scaling a business is about learning as you go, taking risks, and trusting that consistency and quality will carry you through. I started this business with a vision to provide inclusive care for all, and that mission continues to guide everything we do. I’m excited to see how far we can take it.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
My name is Carson Wagner, and I’m the proud owner and founder of Lifetime of Love Nannies, a 24/7 in-home childcare agency focused on providing inclusive, customizable care for all families, including those with children who have special needs. My journey into this industry started when I was in college, working as a nanny while also providing Applied Behavioral Analysis (ABA) therapy for children with autism. One of my first professional roles was working with adults with special needs, and it was there that I discovered a deep passion for supporting this community.
At the time, I began to notice a significant gap in resources for families who needed flexible, reliable, and specialized care. Many parents I worked with during ABA sessions would ask if I could stay to watch their children afterward. Since parents were required to stay in the sessions, they rarely got a break or the free time they so desperately needed. I started providing care for these families along with nannying for others and quickly realized there weren’t many resources that supported families needing this level of specialized and inclusive care. At just nineteen years old, driven by passion and a desire to make a difference, I started Lifetime of Love Nannies.
From the very beginning, I wanted my business to set itself apart by offering something truly meaningful: childcare that is inclusive for all children, whether they have special needs, unique schedules, or diverse needs requiring extra support. Over time, I expanded the vision to provide more than just childcare. Today, we offer newborn overnight care, pet care, senior companion care, and event care, all while maintaining the same high quality and standards we’ve built our reputation on.
Early on, I also recognized a critical issue in the in-home childcare industry: most nannies and care professionals were being paid under the table, a practice that is not only illegal but deeply unfair. I knew I wanted to do things differently. I made it my mission to ensure that all of our nannies are W-2 employees who receive fair, legal pay and the support they deserve. This was a game-changer for us. By employing our nannies, we provide stability and a team they can rely on. It also gives families peace of mind knowing that their caregivers are being treated with fairness and professionalism.
Our success as a business has always been a team effort. I truly believe our nannies are the heart and soul of Lifetime of Love Nannies. They make everything possible, and I take great pride in supporting them, not only professionally but personally. I know what it feels like to work for a boss who doesn’t care about work-life balance, and I’ve made it a core mission of my business to ensure that our nannies feel supported, valued, and able to maintain balance in their own lives.
Over the years, we’ve expanded into different cities, including Reno, Tahoe, Truckee, and Las Vegas. Making our services accessible to families in new markets has been one of my proudest achievements. We’ve also built partnerships that allow us to provide financial assistance to families of children with special needs—something I care deeply about. Most recently, I’m proud to share that Lifetime of Love Nannies was awarded the Rising Star Nanny Agency of the Year by the Association of Premier Nanny Agencies. Receiving that recognition validated all the hard work and passion we’ve poured into this business.
What started as a small idea has grown into something I never could have envisioned. Today, Lifetime of Love Nannies is about more than just childcare; it’s about community, inclusion, and impact. I’m passionate about helping families find the support they need while empowering nannies and other women to succeed in their careers.
I never thought I would own a nanny agency, but I wouldn’t change it for the world. This business has become a reflection of my heart: a space where families can feel seen, nannies can feel valued, and children can thrive. I’ve learned so much through this journey—not just about childcare, but about business, leadership, and creating opportunities for others. I want families and potential clients to know that when they work with us, they’re not just hiring a nanny; they’re gaining a team that cares deeply about providing exceptional, inclusive care for their family. It’s not just what we do—it’s who we are.
How do you keep in touch with clients and foster brand loyalty?
From the moment a potential client reaches out to us, we prioritize truly understanding their unique needs and how we can best support them. One of the compliments we consistently receive is how much our clients appreciate our communication, and that is something we’ve worked incredibly hard to perfect. For us, communication is about building trust and ensuring every client feels supported from their very first inquiry to years down the road.
Our approach starts with active listening. We take the time to learn about each family, their children, and their routines using our family profile system. The more we know about who they are and what they need, the better we can match them with the perfect nanny or care provider. We’ve found that this attention to detail allows families to feel seen, heard, and understood—a critical part of fostering long-term loyalty.
Communication doesn’t stop after a placement is made. We remain in constant contact with our families, providing updates throughout the search process, ensuring they feel informed and at ease. Our 24/7 phone line gives our clients peace of mind, knowing they can reach someone on our team at any time—day or night. Whether it’s an urgent question, an unexpected scheduling change, or just a check-in, we’re always here for them.
Our Communications Manager plays a huge role in ensuring that every family’s voice is heard. We send out a monthly family check-in email that includes a link to schedule a phone call with our Communications Manager if they need additional support or have evolving needs. This regular touchpoint keeps the lines of communication open and reinforces that we’re always here to adapt as their families grow and change.
Another way we build loyalty is by gathering and sharing feedback after every shift. This helps us ensure that families are consistently matched with care providers they love and trust. Over time, we help families build their “favorite pod” of nannies—trusted individuals they can rely on for any type of care.
We also understand how unpredictable life with children can be, so we’ve built our services to be as adaptable and flexible as possible. Whether families need newborn care, after-school transportation, a last-minute date night nanny, or senior companion care for a loved one, we’re ready to step in and provide the support they need. From the first phone call to years of ongoing service, we work to anticipate and adapt to our clients’ changing needs, fostering relationships built on trust, reliability, and exceptional care.
At Lifetime of Love Nannies, brand loyalty isn’t just about the services we provide—it’s about the relationships we build. By staying consistent, proactive, and responsive, we’ve created a community where families know they will always get the care and support they need.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
One of the biggest lessons I had to unlearn was the belief that I had to be the best at everything in my business and that no one else could care as much as I do. When I first started Lifetime of Love Nannies, I was involved in every little detail. I answered all the calls, managed all the placements, and ran around like a whirlwind, trying to make sure everyone—nannies, families, and team members—had what they needed. Every task felt crucial because, in my mind, each one was a piece of the system that kept the entire wheel turning.
When it came time to hire my administrative team, it was a huge challenge for me. Trusting others to take on responsibilities that I had handled myself for so long felt impossible. I found myself slipping into micromanagement because I was convinced that no one could execute tasks with the same level of care or attention to detail. Letting go of that mindset was tough, but I slowly realized that if I wanted my business to grow in a healthy and sustainable way, I couldn’t do it all on my own.
Over the years, I’ve learned that the final result is far more important than how someone gets there. I began telling my team that they could create their own processes for completing tasks, as long as the work got done effectively and to the standard we expect. This shift helped me recognize that people work and learn differently—and that’s okay. In fact, it’s more than okay; it’s what makes us a stronger team. Sometimes someone else’s approach turns out to be even more efficient or innovative than mine, and that’s something to celebrate.
Another major lesson I had to unlearn was the belief that I needed to be available 24/7 just because my business operates 24/7. In the early days, I answered every single call at all hours, burning myself out in the process. It wasn’t sustainable, and it wasn’t healthy. Hiring the right internal team members to share that responsibility was an absolute game changer. It allowed me to step back, focus on the big picture, and regain some sense of work-life balance. I also realized that my team didn’t just care about doing the work—they cared about the business itself and its mission. That trust gave me the freedom to breathe and to lead more effectively.
Lastly, I had to unlearn the idea that I needed someone with a shiny degree from an Ivy League school to help me grow my business. What I’ve found is that the most important qualities in a team member are passion, heart, and a drive for growth. I need people who care deeply about families, children, and the work we do. I need people I can trust to step in, take the lead, and help guide the business in the right direction.
Letting go of control, learning to trust my team, and valuing heart and effort over perfection have been transformative lessons for me as a leader. I now understand that building a business isn’t about doing everything myself—it’s about surrounding myself with the right people who share my vision and passion. This shift has allowed Lifetime of Love Nannies to grow far beyond what I could have achieved on my own, and it’s made me a better leader, a better business owner, and a better person.
Contact Info:
- Website: https://lifetimeoflovenannies.com
- Instagram: lifetimeoflovenannies
- Facebook: lifetimeoflovenannies
- Linkedin: https://www.linkedin.com/in/carson-wagner-17a96b197/
