In recent years, digital platforms offering childcare services have started to emerge in Morocco. This development reflects rapid social and economic changes, but it has also sparked widespread debate on social media. The registration of young people under the age of twenty as caregivers has raised concerns about the safety and standards upheld by these platforms. While Moroccans have traditionally relied on grandparents or neighbors to care for their children in their absence, a new social shift is taking place. Families, especially in major cities, are increasingly turning to digital solutions through apps and websites that connect them with nannies, babysitters, or even students looking for part-time work. This change, driven by evolving lifestyles and the demands of modern life, has sparked some controversy. In particular, the rise of young people, sometimes teenagers under 20, registering on platforms offering childcare services has led to widespread debate on social media about safety, competence, and the nature of relationships between families and service providers. In this context, Yabiladi reached out to Mehdi Harit, the co-founder of nounou.ma, one of Morocco's leading childcare platforms, to better understand how these platforms operate and address some of the concerns raised. The nounou.ma platform was launched in 2021 during the COVID-19 pandemic, when its founder found himself in need of someone to care for his daughter. Mehdi Harit recalls, «At that moment, I realized that many families face the same issue, so I came up with the idea of creating an online space to connect families with childcare providers». According to Harit, the platform does not directly employ nannies or caregivers but acts as an intermediary between supply and demand. Anyone legally qualified to work in Morocco can register, providing basic information, a personal photo, and a copy of their national ID card for verification. While users are not required to submit a certificate or diploma, the platform offers an option for this to increase a profile's visibility in search results. Customer and Caregiver Safety: Whose Responsibility? Harit emphasizes that nounou.ma does not bear legal responsibility for any interaction between the customer and the service provider, stating, «We don't personally know either party, and we make it clear from the start that the platform is just an intermediary». However, both parties can verify each other: families can request a criminal record, and caregivers can ask for a copy of the family's ID. Families are also encouraged to leave reviews and comments after the service to ensure transparency. «We receive complaints, such as accusations of theft or non-payment», Harit explains. «We don't automatically delete accounts but ask the affected party to leave a comment or note on the other party's profile as a warning for others. However, determining the validity of these complaints is not our responsibility». Debate Over Male Caregivers A particularly contentious issue has been the presence of young male caregivers. Some argue that Moroccan society is not yet comfortable with the idea of a young man, especially one in his twenties, caring for a small child. «We're facing a clear cultural barrier», Harit responds, adding, «Does it have to be a woman who cares for the children? What if the young man is more able to interact with the child and has a better style of play?» According to the platform, many of these young men have received positive feedback from the families they worked with. Harit also points out that some young students are especially sought after for helping children with homework, a role that relies more on the caregiver's competence than their gender. The platform provides useful features, like a rating system and geolocation, to help families find service providers nearby. However, structural challenges remain. Harit highlights the lack of clear vocational training paths in this field. «We need to integrate this profession into vocational training institutions like OFPPT. There are nannies earning between 4,000 and 5,000 dirhams a month without any formal training. Imagine the improvement if they were academically qualified», he argued. He also advocates for a legal framework that ensures social rights for caregivers, recognizing them as independent workers with access to health coverage and the flexibility to choose their working hours. Harit believes the demand for childcare services in Morocco is on the rise and will gradually expand to smaller cities, not just the major ones. With changing lifestyles and a decline in reliance on grandparents for childcare, he concludes, «Many grandparents today prefer to retire peacefully rather than raise grandchildren».
