What Matters Most When Choosing Child Care?

Every family weighs different factors when choosing child care. In 2026, the Family Child Care Association of San Francisco surveyed 312 families across the city — English, Spanish, and Chinese-speaking — to learn what matters most. We found 8 recurring trust factors that shape how parents evaluate and choose care. We call this the Trust Wheel.

Explore each factor below to see what the data says, how families in different communities prioritize it, and how to evaluate providers on the things that matter most to you.

Explore Each Factor

Frequently Asked Questions

What are the most important factors when choosing child care in San Francisco?

According to a 2026 survey of 312 San Francisco families by FCCASF, the top factors are safety and licensing (ranked #1 by 67-72% of families), warmth and family environment (noticed first by 37-40%), educational quality, and small group size. Other key factors include personal connection with the provider, cultural and language match, location convenience, and financial assistance.

How do San Francisco families choose child care?

Most families consider multiple factors when choosing child care. The Trust Wheel framework, based on research with 312 SF families, identifies 8 trust factors: Safety & Licensing, Educational Quality, Personal Connection, Small Group Size, Cultural & Language Match, Warmth & Family Feel, Location & Convenience, and Financial Assistance. Every family weighs these differently based on their priorities.

What is the Trust Wheel for child care?

The Trust Wheel is a decision-making framework developed by the Family Child Care Association of San Francisco based on a 2026 survey of 312 families. It identifies the 8 factors families consistently consider when choosing child care, helping parents evaluate providers on what matters most to them.