This Guardian opinion piece argues that the growing involvement of private equity firms in child care provision in the UK is reshaping the sector in ways that prioritize profit over children’s welfare. It highlights how councils and public systems, under financial pressure, increasingly outsource services to private providers, creating a fragmented market where vulnerable children are treated as revenue-generating “placements.” The article raises concerns about inflated costs, reduced oversight, and poor accountability, suggesting that essential care services are becoming investment assets rather than public goods. It ultimately calls into question whether child care should remain a market-driven system at all, warning that the current model risks undermining quality, stability, and equity for children in care.