In this leadership series hosted by Helen Dwight from BizFluency, we explore the mindsets, skills, and stories that shape impactful and future-ready leaders. In this session we are introducing a new kind of industry leader, shaped not by corporate training but by lived experience. Kyra Martin is the owner of Felicity Nannies and Signature Placements, and her vision is to elevate childcare to the highest level within the rarefied world of private household staffing.
Helen: Welcome, Kyra! After nearly two decades as a career nanny, you recently became the owner of an established agency—without a traditional business background. What gave you the confidence to take that leap?
Kyra: Thank you, it’s a pleasure to be here. Felicity Nannies and Signature Placements is a premium childcare and private household staffing agency based in Munich, working with families across Europe, the UK, and the Middle East. For me, the transition felt like a natural evolution rather than a leap. Having spent almost 20 years working within private households, including ultra-high-net-worth environments, I developed an innate understanding of what truly makes a placement succeed. Today, I bring that same insight into my role as an agency owner. This dual perspective, having lived the role and now curating it, allows me to create thoughtful, lasting matches defined by trust, discretion, and alignment.
Helen: How did the opportunity come to you?
Kyra: Felicity Nannies was founded over 21 years ago by Mirja Lindberg, and I formally took over in August 2025. My connection to the agency spans many years including one placement that lasted eight years. Through that experience, I came to deeply understand the agency’s ethos and standards. When Mirja approached me about continuing the legacy, it felt both organic and meaningful: a continuation of something I already believed in.
Helen: What changes have you made?
Kyra: Since taking over, I have focused on modernizing the agency by shifting from purely word-of-mouth growth to a more visible presence through targeted advertising, strategic collaborations, and a strengthened digital platform. At the same time, I’ve introduced a more personal, responsive approach, offering closer support to both families and candidates. The result is a more dynamic, accessible, and international agency.
Helen: What defines your leadership style?
Kyra: I would describe it as intuitive yet structured. This work requires a refined balance between emotional intelligence and clarity. You are guiding both families and candidates through deeply personal decisions, while also managing expectations with professionalism and precision. Discretion and integrity are non-negotiable, particularly when working with high-profile clients. Equally important is the ability to remain calm and solutions-focused, ensuring a seamless experience even behind the scenes. I also approach the business with a long-term, strategic mindset. Growth is important, but never at the expense of quality.
Helen: Speaking of growth, how are you evolving the agency?
Kyra: My vision is to expand internationally while preserving the highly personal nature of the service. We are currently developing collaborations with luxury travel agencies and hotels, including the introduction of “Ready to Jet Travel Nannies” who are specifically trained to support families in global, fast-paced environments.
Looking ahead, I would like to establish a Nanny Academy, offering specialized training in areas such as travel childcare, etiquette, and working within high-profile households. Ultimately, I see Felicity Nannies and Signature Placements as a globally recognized name synonymous with excellence in private childcare.
Helen: When did you recognize that childcare was your superpower?
Kyra: It revealed itself over time. Through years of hands-on experience and later through my work as a certified baby sleep and child development consultant, I began to understand the profound impact the right caregiver can have. It’s never simply about childcare; it’s about creating balance within a household. My strength lies in reading that dynamic and intuitively understanding what kind of support will allow both the child and the family to thrive.
Helen: The importance of the right match must be paramount.
Kyra: Absolutely. A nanny becomes an integral part of a child’s daily life and, in many cases, a trusted extension of the family. The right placement creates not only stability, but a sense of ease within the home. That level of alignment can have a lasting impact.
Helen: What aspect of your work are you most proud of?
Kyra: Without question, my background within private households. Those years gave me a nuanced understanding of expectations, rhythms, and the level of trust required in these environments. It allows me to approach every placement with authenticity. I understand the parents’ perspective, the emotional landscape of the child, and the responsibility carried by the caregiver. That insight enables me to create placements that feel seamless rather than transactional.
Helen: Who are your clients, and what are they seeking?
Kyra: I work primarily with busy professionals, international families, and high-net-worth households, often with fully staffed homes. What they are seeking goes beyond qualifications. They want absolute trust, discretion, and someone who integrates effortlessly into their lifestyle. Part of my role is to guide them beyond initial assumptions. Sometimes the ideal solution is not what they first envisioned, but what truly aligns with their child and household dynamic. For example, I might recommend a male nanny (manny) if there are older boys in the family.
Helen: How do you ensure that level of alignment?
Kyra: It begins with listening. I take time to understand not only the practical requirements, but the subtleties such as personality, energy, values, and rhythm of the household. From there, I present a carefully curated selection of candidates. I believe strongly in quality over quantity; refinement is what ultimately leads to longevity.
Helen: What sets your service apart?
Kyra: Trust is at the core. Most of my clients come through referrals. They value the discretion, the highly personalized approach, and the depth of understanding I bring from both sides of the industry. I remain closely involved throughout the entire process and beyond, offering ongoing support and accessibility. Each candidate is meticulously vetted, ensuring that every introduction meets the highest standards.
Helen: What has been your greatest challenge?
Kyra: Transitioning from a private, behind-the-scenes role into a visible business owner. It required me to step forward by networking, building partnerships, and establishing a public presence. While it didn’t come naturally at first, it has been an important evolution, allowing me to grow the business in a way that still feels aligned with my values.
Helen: Tell us about your core values.
Kyra: Everything I do is guided by four principles: safeguarding and child wellbeing, an unwavering commitment to quality, discretion and professionalism, and the cultivation of long-term relationships. These values are not just ideals—they are embedded in every placement.
Helen: And finally, what does success look like to you?
Kyra: Success is longevity. It’s seeing a nanny become a trusted and valued part of a family’s life over many years. I’ve experienced that myself, and that kind of continuity is incredibly meaningful for both the child and the family. It’s also reflected in the trust clients place in me through repeat engagements and referrals.
Helen: It sounds as though you are both preserving and elevating the brand.
Kyra: That’s exactly my intention. Honoring Mirja’s legacy is important to me. At the same time, I am committed to evolving the agency for the future, while remaining true to the values it was built upon.
Contact Kyra Martin:
Felicity Nannies & Signature Placements
info@felicity-nannies.com
+49 172 2762891