Founder Spotlight: Family Concierge Founder Brings a New Standard to Household Staffing in Rochester and Beyond
- Connected Know
- 2 days ago
- 3 min read
ROCHESTER, N.Y. — When Stephanie Williams launched Family Concierge in 2022, she wasn’t setting out to build just another nanny service. She was responding to a gap she had experienced firsthand. One that left both families and caregivers navigating a fragmented, often frustrating system with little guidance or long-term support.
Based in Rochester, Family Concierge operates in the nannies and household staffing sector, providing families across Western New York with highly vetted caregivers while emphasizing education, trust, and sustainable employment relationships. Williams’ s approach is intentionally high-touch, rooted in the belief that successful private-service placements require more than resumes and references.
“Trust, respect, and clear expectations are the foundation of any thriving relationship,” Williams said. “My goal has always been to help families find the right fit, not just fill a role, and to ensure caregivers feel valued and supported in their work.”
Williams, a Rochester native, earned a dual degree in Art History and Journalism from Purchase College, a background that shaped both her analytical lens and communication style. Before founding Family Concierge, she built a career in journalism, public relations, and marketing communications, contributing to publications including the Rochester Democrat & Chronicle, Buffalo Spree, (585) Magazine, and Westchester Magazine. Her work spanned a wide range of sectors from education and health care to arts organizations, nonprofits, and luxury consumer brands.
Her entry into private service came unexpectedly. In 2019, a chance opportunity led her into a nanny–house manager role for a dual-physician household, a family she still works with today. As she deepened her experience, particularly through the upheaval of 2020, Williams noticed recurring challenges facing high-achieving families and household employees alike.
“There was a clear disconnect, families were overwhelmed, caregivers were undervalued, and the systems people relied on weren’t built to support long-term success.”
Family Concierge emerged from that realization, designed to serve both sides of the table. In addition to placements, Williams focuses on educating families about best practices in household employment, helping them retain talent, set healthy boundaries, and build relationships that last.
One of the company’s most notable milestones came unexpectedly. “I wasn’t actively seeking investment,” Williams said. “But through a chance encounter, I brought on a co-founder in 2024.” That partnership led to expansion beyond Upstate New York, including successful placements in Miami and Delray Beach in 2025, marking the company’s entry into South Florida’s Gold Coast market.
Operating without outside accelerators or incubators, Williams has built the business through relationships, reputation, and careful growth. Her biggest challenges have been time management and marketing on a bootstrap budget. “I want to be out in the community connecting,” she said, “but the to-do list never ends.”
Looking ahead to 2026, Williams plans to introduce greater automation to streamline operations without sacrificing the personalized experience that defines the brand. “The challenge is scaling thoughtfully while maintaining a high-touch experience for both families and caregivers,” she said.
The best advice she’s received continues to guide her approach. “You’re never going to get rich working for someone else,” she said. “And surround yourself with people who are smarter than you.”
Williams chose to build Family Concierge in Rochester because of what she sees as a market opportunity and a cultural advantage. “There is incredible talent here and great families but they’re not always on Facebook,” she said. “Rochester and Buffalo are changing, and private service needs to evolve with them.”
Outside of work, Williams enjoys spending time outdoors, especially on the water, along with cycling, tennis, and reading about history, culture, and society. Her favorite local spots include Edibles and the Rochester Zen Center. She cites Delta Sonic as a standout local brand for its ability to build customer loyalty. For coffee Java's is here go to, she spent most summer nights on Gibbs Street in the 2000s. Every good night started with a Carnilla Latte or a Kinky Reggae, and it was such an easy and fun way to meet new people.
As Family Concierge continues to grow, Williams represents a distinct type of Rochester founder: one building a service-driven business grounded in empathy, structure, and long-term thinking, raising the bar in an industry that touches families at their most personal moments.
Fast Facts
Category | Detail |
Founder | Stephanie Williams |
Company | Family Concierge |
Founded | 2022 |
Headquarters | Rochester, NY |
Industry | Nannies & Household Staffing / Private Service |
Position | Founder |
Education | Purchase College (BA Art History & Journalism) |
Hometown | Rochester, NY |
Favorite Restaurant | |
Favorite Local Business | Delta Sonic |
Favorite Activity | |
Coffee / Founder Meetups | |
About the Founder Spotlight
The Connected Know Founder Spotlight is a weekly feature highlighting the entrepreneurs, innovators, and business leaders shaping Rochester’s startup and business ecosystem. Each profile offers insight into the people behind local companies driving growth, creativity, and long-term economic momentum.
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