Claire Adams
CEOClaire Adams is the CEO and owner of Tinies. One of the brand’s longest-standing franchisees, with more than 25 years at the company – from practitioner to franchisee and business owner, now leading Tinies into its next chapter.
Claire Adams is the CEO of Tinies, the UK’s leading provider of childcare recruitment solutions. One of Tinies’ longest-standing franchisees and a respected figure in the childcare industry, Claire has dedicated more than 25 years to the company. She began her journey with the brand in the late 1990s, during which time she ran one of Tinies’ most successful operations, launching and establishing more franchises in the Home Counties and beyond.
Her leadership style, deep industry knowledge and commitment to quality childcare have earned her widespread respect across the Tinies network and the wider early years sector.
The Foundations of a Career in Care
Claire’s passion for early years support began before Tinies. After leaving school, she qualified with a BTEC National Diploma in Nursery Nursing in 1995 before then going on to train as a Midwife at the University of Hertfordshire from 1997-1999.
Driving Innovation & Tech in Childcare
Under Claire’s leadership, Tinies has implemented Aaniie Kids, a groundbreaking 360° childcare solution designed to transform the way families, nurseries and nannies connect and manage care. She has also introduced a financial technology system that simplifies operations and improves efficiency across the organisation. Claire prides herself on being a pioneer in the use of AI within the UK childcare sector – and is driving innovation to enhance both safeguarding and service delivery.
Today, Tinies supports thousands of families and childcare professionals nationwide. Guided by Claire, the business has embraced automation to simplify complex processes, from safer recruitment checks to matching families with available caregivers in real-time. By uniting people-first values with smart technology, she has positioned Tinies as one of the most progressive and forward-thinking organisations in the industry.
Claire’s Entrepreneurial Ventures
Alongside her extensive career at Tinies, Claire also ran Clarabella Bars & Events, which owned a unique vintage horsebox pop-up bar, for five years from 2019. The company prided itself on partnering with and supporting local brands in the Chilterns.
In 2024, she turned her professional focus to her passion for safe and inspiring childcare solutions, taking over the brand of Tinies and preparing to lead the business into the next chapter of its growth and development.
Personal Passions and Family Values
A mother herself, Claire is married and has a 12-year-old daughter. Family life is hugely important to Claire and outside of her leadership role at Tinies, she can be found learning to play golf, going to the theatre, enjoying her garden, entertaining at home and catching up with friends and family.
Living in Great Missenden, Claire has spent most of her life in Buckinghamshire, describing the beauty of the area and sense of community as key reasons why she is proud to call the area home. Claire is a big believer in making time for what matters most, whether that’s leading a fantastic brand or being fully present with her family.
Claire’s vision is “that every child, everywhere, can access safe, inspiring childcare and that those who dedicate themselves to providing this care are truly valued and supported”.
My vision is that every child, everywhere, can access safe, inspiring childcare — and that those who dedicate themselves to providing this care are truly valued and supported.









