More pre-school choices, higher expectations: What do parents want from childcare now?

More and more parents today are seeking out a variety of pre-school options when choosing childcare for their young children. Gone are the days when pre-schools were primarily seen as mere child-minding services during working hours. Now, parents are asking a broader set of questions before making their decision, such as teacher-to-student ratios, child well-being and development, the center's learning approach, and whether the school will adequately prepare the child for Primary 1.

This change in priorities is largely due to more government-supported pre-school placements and more affordable options becoming available. With these increased choices, operators and experts believe that parents are now looking beyond basic access and cost considerations. When selecting a pre-school, homemaker Iona Shi prioritized the teachers' soft skills, such as creating a safe and caring environment for children, as well as "hard skills" like supporting academic learning.

Her top priorities included a smaller teacher-student ratio, high-engagement and fun pedagogy, and low teacher turnover.

Chief executive of NTUC First Campus Justin Ang noted that the pre-school sector has undergone a significant transformation. It is no longer just a child-minding service that allows parents to work. Instead, it plays a crucial role in children's learning, development, and overall well-being. Similarly, Anglican Preschool Services' director for finance, governance, and business development Jonathan Goh observed that parents are now more informed and discerning in evaluating pre-school options.

They recognize that success in primary school and beyond depends on factors beyond academic preparation alone, such as developing confidence, resilience, social skills, and a love for learning.

General manager at Kinderland International Education Seet Lee Kiang also highlighted that families are increasingly seeking qualified educators and programs that support holistic child development. This shift is particularly evident among younger parents, who research curricula, teacher qualifications, and classroom ratios online before visiting a center. Play-based learning, bilingualism, socio-emotional development, and school-readiness have become common topics of discussion among parents.

Being more discerning does not necessarily mean parents are only looking for expensive options. Many find that government-supported operators can provide the specific quality, pedagogy, and care they seek at subsidized rates. E-Bridge Pre-School, an anchor operator managing 31 centers that serve around 7,500 children, utilizes a Reggio Emilia-inspired approach where the physical environment is designed as a "third teacher."

Its CEO Lim Tien Hock explained that parents today are more knowledgeable about educational approaches, so they specifically seek out E-Bridge for its pedagogy.

Cost was also a consideration for 31-year-old Lydia Tan, who wanted her child to feel comfortable expressing herself and learning at her own pace. She appreciated the emphasis on using nature and loose-parts materials in E-Bridge's learning experiences, as they provide a meaningful and engaging way for children to explore the world around them.

Despite the availability of closer centers, Lydia enrolled her daughter at an E-Bridge center in Telok Blangah in January 2025, as she felt the approach put children's voices, interests, and ideas at the center of learning.