Gen Z, iced out from traditional white-collar jobs, is increasingly turning to nanny work for rich people—and nabbing 6-figure salaries in the process

At the same time, the number of high-net-worth individuals is growing. At the turn of the century, 322 people were on the Forbes’ list of billionaires; now, there are more than 3,000. Also, the number of “everyday millionaires,” or those across the globe with $1 to $5 million in investable assets, has quadrupled to 52 million over the past 25 years, according to a recent UBS report.

With more millionaires and billionaires than ever, staffing needs for the mansions, planes, and yachts they buy have risen, Brian Daniel, the founder of Celebrity Personal Assistant Network, a staffing agency for the ultra-rich, told Business Insider on Tuesday.

“There are so many wealthy people, and they’re not just buying one estate,” Daniel said. “There’s never been a better opportunity in history to get into private service, because each one of these billionaires employs small armies of people to cater to their every whim.”

Daniel started his staffing agency in 2007. During that time, he was one of the few staffing consultants for high-net-worth families and individuals, he told BI. Now, he estimates there to be around 1,000 private staffing agencies around the world—and about half of those reside in the U.S.

“The appetite is insatiable,” he said. “The depth and the breadth of the wealth is just so staggering.”

White staffing needs grow for the ultra-rich, Gen Z is increasingly seeking out jobs they consider will get them financial freedom—looking to staffing agencies to become high-net-worth nannies, whose salaries can start near $100,000 to $150,000. 

A recent Bankrate Financial Freedom Survey found 18% of Gen Z respondents in the U.S. say they would need to make at least $1 million per year to feel “rich or financially free,” and as traditional corporate career ladders may be in a period of transition, even college-educated Gen Zers are applying for these roles.

Similar job postings by wealthy families are cropping up for tutors, too. Adam Caller, CEO of Tutors International, an Oxford-based British staffing agency, previously told Fortune that postings for these six-figure roles usually get hundreds of applicants.Deloitte’s 2025 Gen Z and Millennial Survey found only 6% of Gen Z respondents view reaching a corporate leadership position as a primary career goal, with most instead prioritizing work/life balance, personal fulfillment, and learning opportunities over traditional office advancement.