Inside Vicekeeper: Victoria Markova on Leading a Woman-Founded Startup That’s Redefining Domestic Care
In today’s fast-paced world, where families juggle work, parenting and personal growth, having structured, compassionate domestic support can change everything. At the heart of this transformation is an inspiring entrepreneur, Victoria Markova – the Founder and visionary behind Vicekeeper, a luxury household management and staffing startup dedicated to redefining what home support should look like. With its roots deeply embedded in European standards and a bold mission to uplift both families and professionals, Vicekeeper is not just a staffing agency, it is a platform for peace, trust and sustainable care.
Victoria’s story is one of cross-cultural experience, motherhood and a relentless pursuit of excellence. With her background in international business and her lived experience as a mother and entrepreneur in various countries, she understood the challenge of finding high-quality, trustworthy and aligned domestic help. This personal and professional insight became the foundation of Vicekeeper, a service crafted with empathy, technology and purpose.
Let’s dive into a conversation with Victoria Markova as she shares the story behind Vicekeeper, her startup philosophy and the values driving this innovative company forward.
TFS: Victoria, it’s such a pleasure to have you here with us today. Thank you for joining this conversation and bringing us into the world of Vicekeeper.
Victoria Markova: Thank you so much! I’m excited to be here and to share the story of how Vicekeeper came to life. It’s always meaningful to reflect on the mission behind the work and connect with others who care about building intentional and purpose-driven businesses.
TFS: What inspired you to create Vicekeeper and how did your personal journey as a mother influence its founding principles?
Victoria Markova: The inspiration for Vicekeeper came from my own life. As a mother raising a family while living abroad and growing a business, I encountered the immense challenge of finding reliable, professional and emotionally intelligent domestic support. It wasn’t just about hiring help, it was about creating a trusted ecosystem that supported our family’s lifestyle, values and well-being.
Living in different countries, I realized how fragmented and inconsistent the home staffing services were. Some agencies focused only on basic tasks. Few looked at compatibility, communication or the emotional impact on the family. This gap made me think: why isn’t there a service that provides household support with the same level of care, professionalism and structure that we expect in other industries?
Vicekeeper was born from that exact thought. As a mother, I wanted to build a system that made life easier and freer for families. As an entrepreneur, I wanted to offer a smarter, more human-centric approach to domestic staffing. The founding principles – trust, integrity, transformation, were shaped directly by my personal journey.
TFS: How do you define “transformative care,” and why is it at the core of Vicekeeper’s philosophy?
Victoria Markova: Transformative care is the heart of Vicekeeper’s mission. To us, it means care that goes beyond the basics, beyond cleaning or babysitting. It’s about creating harmony, bringing structure to chaos and supporting the emotional and psychological well-being of everyone in the household.
Our approach elevates home life by addressing both physical tasks and emotional presence. Imagine a caregiver who not only prepares meals but understands a child’s developmental needs. Or a housekeeper who not only tidies up but brings calm and confidence into the family’s daily rhythm. That’s transformative care.
This philosophy guides every service we offer. We aim to improve the emotional fabric of home life, to help parents feel supported, children feel nurtured and the household run smoothly. It’s what sets us apart. We don’t just offer help. We offer a change in how families experience daily life.
TFS: Vicekeeper offers both live-in and live-out service plans. What drives your decision-making when customizing solutions for each household?
Victoria Markova: Our process begins with listening. Every family has a unique rhythm, set of priorities and emotional dynamics. Some need a live-in caregiver due to demanding work hours. Others prefer a live-out option to maintain privacy. We take all of this into account.
We assess the household’s routine, lifestyle compatibility and long-term needs. For example, if a child is entering school soon or a parent is transitioning back to work, we customize the care model to evolve with those changes. We ask questions like: What is the emotional temperament of the child? Does the family travel frequently? What level of discretion or formality is preferred?
Whether live-in or live-out, the goal is to create a seamless experience that enhances, not disrupts, the household’s natural flow. This kind of customization is why families choose us and stay with us.
TFS: What sets your matching process apart from other staffing or home care services in the industry?
Victoria Markova: At Vicekeeper, our matching process is part art, part science. We combine deep human understanding with advanced technology. Our proprietary platform, Match4U, is one of our most powerful tools. It analyzes not just experience or qualifications, but also emotional intelligence, personality traits, communication styles and lifestyle alignment.
We consider things others overlook – energy levels, cultural compatibility, parenting philosophies and even dietary preferences. We believe that successful placements are rooted in shared values and emotional synergy.
But what really sets us apart is our commitment to relationship-building. We don’t “fill roles.” We create meaningful, long-term matches that feel natural, intuitive and trustworthy. That’s why our retention rates are so high and why families refer us again and again.
TFS: Vicekeeper is known for maintaining European standards and fluent English-speaking staff. How do you ensure this consistency across different regions or markets?
Victoria Markova: Consistency is critical to building trust. That’s why we developed the Vicekeeper Academy, which offers a structured, multi-level training system for all our candidates. Every team member, regardless of location, undergoes this rigorous training before placement.
Our curriculum includes everything from etiquette, hygiene and household management to child development, emotional intelligence and fluent English communication. It also includes cultural sensitivity and professional behavior in high-standard European homes.
We don’t stop at onboarding. We offer ongoing evaluations, feedback loops and refresher training sessions. Our quality assurance teams conduct regular checks to ensure that every client, no matter where they are, receives the same gold-standard service that defines the Vicekeeper experience.
TFS: Can you walk us through the training and certification process your professionals undergo before being matched with families?
Victoria Markova: Absolutely. Our training process is holistic and deeply immersive. It begins with core modules in four areas: housekeeping, childcare, elderly care and soft skills. We cover theory and practical application, including roleplays and real-case scenarios.
For instance, in childcare, we don’t just teach diapering or meal prep. We educate caregivers on child psychology, routines, learning through play and handling sensitive situations like tantrums or separation anxiety. In elderly care, professionals learn mobility support, emotional companionship and health monitoring techniques.
Only after passing thorough written and practical assessments do candidates receive Vicekeeper Certification. This marks them as ready for placement. And even then, learning never stops. Our career development program ensures they continue to grow and refine their skills.
TFS: You’ve highlighted Vicekeeper’s role in elevating the employment landscape. What does career growth look like within your organization?
Victoria Markova: Career growth is central to our mission. We believe that empowered staff provide the best care. At Vicekeeper, a placement is not a dead-end job, it’s a stepping stone to leadership, mentorship and financial growth.
Professionals can grow into supervisory roles, become in-house trainers at Vicekeeper Academy or even join our operations or talent development teams. We provide mentorship, structured promotion tracks and performance-based incentives.
We’ve seen individuals rise from entry-level roles to regional leads or specialists in care innovation. That’s the power of investing in people. It’s not just about serving families, it’s about building a career that changes lives.
TFS: How do you attract and retain top-tier talent from around the world, especially in such a competitive service sector?
Victoria Markova: Talent retention starts with respect. We treat every professional as a valued contributor, not a replaceable worker. We provide excellent working conditions, fair compensation, growth opportunities and a culture that honors empathy and excellence.
Our recruitment strategy includes global partnerships, alumni referrals and Vicekeeper’s own rising reputation. Because we offer real career paths and invest in continuous learning, top-tier professionals are eager to join us and stay with us.
We’ve also created a community where professionals support one another, share experiences and feel genuinely seen. That emotional connection is rare in this industry and it’s why Vicekeeper continues to attract the best.
TFS: Client trust is paramount in this industry. How does Vicekeeper build and maintain long-term relationships with families?
Victoria Markova: Trust is everything. We earn it by listening, responding with care and showing up consistently. From the first consultation, we create a space for open, judgment-free communication.
We provide dedicated account managers, real-time check-ins and proactive quality control. Our teams don’t wait for issues, we anticipate needs and adapt ahead of time. That level of attentiveness is what builds long-term loyalty.
Our families know they can rely on us. Whether they’re adding a new baby, moving to a new city or transitioning through life stages, we evolve with them. That’s how Vicekeeper becomes not just a service, but a part of the family.
TFS: What feedback from clients has surprised or inspired you the most since launching Vicekeeper?
Victoria Markova: One message stays with me. A mother told us that her assigned nanny didn’t just care for her child, she helped restore her sense of balance, identity and confidence after postpartum anxiety. That level of emotional impact is profound.
Another client said, “You didn’t just send us help. You sent us hope.” Moments like these remind me why Vicekeeper exists. We’re not just improving logistics. We’re changing lives, bringing calm to chaos and dignity to every home.
That kind of feedback fuels me every single day.
TFS: What role does innovation play in refining your household services and are there any tech-driven solutions you’re excited to introduce?
Victoria Markova: Innovation drives everything we do. One of our latest breakthroughs is the Vicekeeper app, designed specifically for parents of young children. It uses AI to help track growth, monitor health and answer parenting questions in real-time.
Parents can log feeding schedules, sleeping patterns, emotional milestones and get AI-powered insights tailored to their child. It’s a modern parenting assistant that offers confidence, data and peace of mind.
We’ve also upgraded our internal tech stack with smarter matching algorithms, improving speed and personalization. Innovation keeps us agile, relevant and truly responsive to families’ evolving needs.
TFS: Vicekeeper’s culture emphasizes compassion and professionalism. How do you instill these values across a geographically diverse team?
Victoria Markova: We lead with empathy and structure. Our leadership team models compassionate professionalism in every interaction. We host regular values-based training, share real client stories and ensure feedback channels are always open.
Our team huddles begin with a reminder of our mission – to serve with dignity and empathy. We share successes and challenges, celebrate milestones and invest in emotional well-being.
Across countries and cultures, our message is unified: excellence with kindness. This is what creates a team that not only performs, but cares.
TFS: As a woman-led company, what advice do you have for other women looking to lead in service-based or people-centric industries?
Victoria Markova: My biggest advice to fellow women entrepreneurs is to lead with your values and remain anchored in your mission.
In service-based industries especially ones centered around people, it’s crucial to build a strong foundation early. That means creating systems and processes that can scale while staying true to your purpose. Don’t wait for the “perfect time” or someone else’s approval to start. Just start. Your story, your perspective and your intuition as a woman are valuable.
Being consistent is more important than being perfect. Success in this space requires emotional resilience, a people-first mindset and a deep understanding of empathy. Hire slowly and with intention. Invest in people who align with your mission and never compromise on the culture you want to create.
Failures will come, but each one is a data point that makes you stronger. Celebrate small wins. Learn continuously. And always remember – your authenticity is your competitive edge.
TFS: What’s your vision for Vicekeeper in the next 3 to 5 years? Are there any new services or markets you’re exploring?
Victoria Markova: The vision for Vicekeeper is bold and global, just like the families we serve.
Over the next 3 to 5 years, we are expanding our presence across the Gulf region, specifically into Saudi Arabia, Qatar and other emerging markets that demand high-quality, English-speaking, European-standard household staffing. These are communities with rising dual-income families and expatriate populations that align perfectly with our values.
We’re also scaling our AI-powered platform to create smarter, faster and more empathetic matching processes. Additionally, we’re launching a new service arm where we train client-owned staff to meet Vicekeeper standards. This empowers families to upskill their existing help without replacing them.
Another exciting development is our educational services for families – courses and digital tools that help parents navigate early childhood care, home management and holistic wellness. Our goal is to be more than a service provider, we want to be a trusted lifestyle partner in every family’s journey.
TFS: What has been the most fulfilling part of your journey with Vicekeeper so far and what continues to motivate you every day?
Victoria Markova: What fulfills me the most is witnessing the real, tangible impact Vicekeeper has on people’s lives.
When I receive messages from working mothers telling me that our services helped them regain balance, confidence or time with their children, it reminds me that we are doing something truly meaningful. We’re not just providing staff; we are restoring dignity, sanity and structure to families who need it most.
It’s also incredibly rewarding to see the growth of our professionals. Many of them come to us with potential but limited opportunity. Through our training programs, mentorship and supportive culture, they transform into empowered individuals with self-worth and career progression. Watching them thrive is one of my greatest joys as a founder.
Purpose drives me every day. This startup is my calling. As long as families need care and as long as professionals seek purpose, I will stay committed to this mission.
TFS: Victoria, thank you for this beautifully insightful conversation. Your journey as a founder, mother and global entrepreneur is nothing short of inspiring. We’re grateful for the work Vicekeeper is doing in creating more conscious, supported homes around the world.
Victoria Markova: Thank you so much. It was a pleasure to reflect on this journey with you. I hope that through Vicekeeper’s story, more women feel encouraged to lead, innovate and build with purpose. We’re just getting started and I’m excited for what’s ahead.