We present an overview of research on how social experiences and hormonal responses affect individual variation in parental care of birds and mammals. The parental roles of prolactin and glucorticoids (corticosterone or cortisol) have many similarities in birds and in mammals. Prolactin may be involved in the initiation of parental interactions, with prolactin variation possibly explaining individual differences in parental decision-making. Glucocorticoid levels increase when parents have to work harder, with some individuals showing greater hormonal and behavioural responses than others. Testosterone interferes with paternal behaviour in birds, but its role is more complex and species-specific in male mammals. We examine these differences in an adaptive framework, where retaining flexibility of response has allowed individuals to respond differentially to social opportunities and environmental change.