Novakid
Novakid is a private EdTech platform delivering online ESL instruction to children ages 4-12 through live certified teachers and AI-powered self-practice tools, serving 940,000+ parents across 50+ countries on a subscription model priced at $9-$20 per lesson.
- Company typePrivate
- Founded2017
- HeadquartersSan Francisco, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Novakid does
Novakid is a private EdTech company founded in 2017 and incorporated in Delaware, operating as an online English-as-a-Second-Language (ESL) platform for children aged 4-12. The company delivers live, one-on-one lessons and group speaking classes with 3,700+ contracted certified teachers through a virtual classroom, supplemented by a gamified self-study environment (Novakid Game World) and AI-powered tools including the Pandy AI Tutor. Curriculum is CEFR-aligned and organized by age-specific tracks, with VR tours (Virtual Explorer) and dedicated programs (Time2Talk, From Scratch, Schoolchildren) extending the offering. As of April 2026, the company extended its addressable market with NovaPals, an AI-native conversational app for learners aged 13+, built on proprietary AI agents trained on over 20 million lessons of curriculum data.
The business model is subscription-based, with parents purchasing 1, 3, 6, or 12-month plans priced at $9-$20 per lesson depending on teacher tier (Standard non-native or Premium native speaker) and commitment length. Distribution is direct-to-consumer via the website (novakidschool.com), mobile apps (iOS and Android), and 40+ localized country sites, supported by free trial lessons, referral programs, and paid acquisition on Google, Meta, and TikTok. The company has served 940,000+ parents and 1 million students across 50+ countries, with Turkey reported as the largest market in 2025 at 108,303 active students.
Novakid has raised $41.5 million in cumulative funding, including a $35 million Series B in August 2021 led by Owl Ventures and Goodwater Capital. In September 2024, the company acquired UK-based EFL app Lingumi to add AI-assisted self-paced learning capability, and in April 2026 launched NovaPals. The company is GDPR-, COPPA-, and LGPD-compliant, operates with 400+ staff across hubs in San Francisco, Belgrade, Barcelona, Istanbul, Warsaw, Tbilisi, and Mexico City, and is led by co-founder and CEO Maxim Azarov and co-founder and COO Dmitry Malin.
Novakid firmographics
Firmographics- Name
- Novakid
- Legal name
- Novakid Inc.
- Website
- https://novakidschool.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Novakid is a private EdTech platform delivering online ESL instruction to children ages 4-12 through live certified teachers and AI-powered self-practice tools, serving 940,000+ parents across 50+ countries on a subscription model priced at $9-$20 per lesson.
- Ownership category
- akta.pro rank
Novakid industry classification
Industry- Product category
- Online English language learning for children
- NAICS
- Language Schools (61163), Educational Support Services (61171), Exam Preparation and Tutoring (611691)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Integrated Tutoring + Learning Content Platforms (Curriculum + Tutors) (EDANAGAL)
- akta.pro secondary industries
- Group & Class-Based Live Tutoring Platforms (EDANAGAB), Curriculum, Lesson Planning & Instructional Content Platforms (EDAJAMAD)
Keywords
Where Novakid is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
Novakid business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Subscription - Individual Live Lessons: Novakid's primary revenue stream is subscription-based access to live online English lessons with certified teachers. Parents purchase subscription plans (1, 3, 6, or 12 months) that include a set number of weekly lessons. The company offers Standard (certified non-native English teachers) and Premium (native English speakers) teacher tiers at different price points.
- Speaking Groups (Group Classes): In addition to individual lessons, Novakid offers speaking practice group classes where students practice English in international groups. Group classes are included free with individual lesson subscriptions (1 month free with purchase) or available as standalone subscriptions.
- NovaPals AI App (Self-Practice): NovaPals, launched in April 2026, is an AI-powered conversational app for independent English practice. It represents Novakid's expansion into AI-powered self-service practice alongside teacher-led instruction, potentially serving as an additional revenue stream for older learners (13+).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Teacher - 1 Month Plan |
| Subscription | Multi-year contract | Standard Teacher - 3 Month Plan |
| Subscription | Multi-year contract | Standard Teacher - 6 Month Plan |
| Subscription | Annual | Standard Teacher - 12 Month Plan |
| Subscription | Monthly | Premium Native Speaker - 1 Month Plan |
| Subscription | Multi-year contract | Premium Native Speaker - 3 Month Plan |
| Subscription | Annual | Premium Native Speaker - 12 Month Plan |
| Subscription | Monthly | Speaking Groups |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels8 records
Novakid product offering
Product offeringCore offering
Novakid is a direct-to-consumer online English school for children aged 4-12, delivering live one-on-one and group lessons with certified teachers through a gamified virtual classroom, plus a self-study Game World and AI-powered speaking practice. Its curriculum is aligned to CEFR standards, taught by 3,700+ certified teachers, and supported by adaptive AI tools and VR tours. The company expanded in April 2026 with NovaPals, a standalone AI-native conversational app for independent English practice among learners aged 13+.
Product overview
Novakid operates as a unified online English school platform for children aged 4-12, combining live human-led instruction with AI-powered self-study tools. The core platform delivers individual lessons and speaking groups with certified native-speaking teachers through a virtual classroom, while the Kid's Area (Game World) provides gamified self-paced learning. Recent additions include NovaPals (AI-native conversational app for teens 13+) and the Pandy AI Tutor, both leveraging proprietary conversational AI agents developed from nearly 10 years of curriculum data. The ecosystem integrates a parent account/mobile app for scheduling and progress monitoring, supported by acquired technology from Lingumi for younger learners.
Differentiator
Problem solved
Functional benefit
Brands
- NovaPals: AI-native conversational app for independent English-speaking practice, targeting learners aged 13+ with adaptive CEFR-aligned curriculum and 24/7 AI-powered conversations.
Products and services
- Novakid School Core Platform (Individual Lessons) One-on-one live online English classes with certified Standard or Premium teachers, structured by age band, covering grammar, vocabulary, pronunciation, reading, and listening. Sold on 1, 3, 6, or 12-month subscription plans at $9-$20 per lesson with a free trial lesson.
- Speaking Groups Live group speaking practice classes with international peers, focused on speaking confidence, accent, pronunciation, and cultural exchange across 50+ countries. Included free for 1 month with every individual lesson subscription.
- Time2Talk Standalone conversational English program within Novakid's curriculum designed to build speaking confidence and fluency through structured conversation practice with certified teachers.
- Virtual Explorer Intensive English course combining VR tours of world museums, galleries, and famous landmarks with live English conversation and discussion with certified teachers.
- NovaPals Standalone AI-native conversational mobile app providing 24/7 independent English speaking practice with adaptive CEFR-aligned curriculum, real-time AI conversations that remember prior interactions, and structured educational programs for learners aged 13+.
- Lingumi UK-based AI-assisted interactive EFL learning app for children, acquired by Novakid in September 2024 (with Lingumi's China business remaining independent), adding AI-driven self-paced learning tools to the Novakid portfolio.
Quantifiable outcome
- 42.4% year-over-year growth in active students in Turkey (2025), reaching 108,303 active students; 39.2% increase in new enrollments
- +4 more outcomes
Companies that use Novakid
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles2 records
Novakid technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability6 records
Feature8 records
Novakid partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- LingumicoreNovakid acquired UK-based EFL app Lingumi in September 2024. The deal included Lingumi's AI-assisted, interactive learning technology for children. Lingumi's China business remained independent post-acquisition. The acquisition aimed to expand Novakid's platform with new AI-driven self-paced learning tools and a combined product was expected to launch in early 2025.
Scale indicators11 records
Recent moves7 records
Expansion highlights6 records
Novakid competitors and assessment
Company assessmentDirect peers
- VIPKid: VIPKid is the largest historical 1:1 North-American-teacher online English tutoring platform for Chinese children, the closest direct historical comparable to Novakid's model of live, teacher-led ESL for kids ages 4-12. Operated with a similar marketplace-style teacher supply and direct-to-parent acquisition.
- 51Talk (also marketed as 'Qkids'): 51Talk is a publicly listed online English tutoring company that, like Novakid, focuses on affordable 1:1 English lessons for kids, often delivered by Filipino teachers. Direct peer on child ESL tutoring subscription model.
- Palfish (Palfish Kids): Palfish is a live online English tutoring platform that includes Palfish Kids, a product focused on English instruction for young learners in Asia. Comparable child ESL live-tutoring focus and target demographic.
- Cambly: Cambly offers on-demand 1:1 English tutoring with native speakers via a subscription model, similar to Novakid's recurring subscription tier structure. Direct peer in online English tutoring category, although their audience skews older.
- Preply: Preply is an online tutoring marketplace where students book recurring lessons with vetted language tutors. Direct competitor to Novakid in subscription-based online language tutoring, with similar pricing transparency and tutor-supply strategy.
- italki: italki is a two-sided language tutoring marketplace offering both professional teachers and community tutors, including English. Comparable online tutoring subscription format and direct-to-consumer language learning focus.
- Engoo: Engoo (formerly EnglishCentral) is an online English conversation platform offering daily group conversation classes, closely aligned to Novakid's Speaking Groups product and group-class-based subscription model.
- LingoAce: LingoAce is an online platform offering live 1:1 lessons for kids, including English and Mandarin, with a similar kid-focused curriculum and gamified classroom experience to Novakid School.
Broad incumbents
- Duolingo: Duolingo is the world's largest consumer language-learning platform. While it is self-paced (not live tutoring) and broader in age scope, its scale, brand recognition, and free/AI-driven offering represent competitive and aspirational adjacency for Novakid's product strategy.
- EF Education First: EF is the largest global English-language education company, combining online (EF English Live) and in-person schools. A broad incumbent in the language-learning category that overlaps with Novakid's online live English tutoring vertical.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Novakid social profiles
Digital presenceNovakid compliance and trust
Trust signalCompliance3 records
Novakid financial estimates
Financial estimateRevenue estimate
Valuation estimate
Novakid leadership team
Management profileNumber of profiles
Profiles4 records
Novakid subsidiaries and ownership
Company hierarchySubsidiaries1 record
Novakid funding detail
Funding detailFunding overview
Funding rounds4 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Novakid M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Novakid
What does Novakid do?
Novakid is a direct-to-consumer online English school for children aged 4-12, delivering live one-on-one and group lessons with certified teachers through a gamified virtual classroom, plus a self-study Game World and AI-powered speaking practice. Its curriculum is aligned to CEFR standards, taught by 3,700+ certified teachers, and supported by adaptive AI tools and VR tours. The company expanded in April 2026 with NovaPals, a standalone AI-native conversational app for independent English practice among learners aged 13+.
Is Novakid a public or private company?
Novakid is a private company. It is classified as venture growth investor backed and is currently operating.
When was Novakid founded?
Novakid was founded in 2017. It employs 101 to 250 people.
Where is Novakid based?
Novakid is headquartered in San Francisco, United States, in the North America region.
How does Novakid make money?
Three revenue lines are on record. Subscription - Individual Live Lessons are the primary driver. The others are speaking Groups (Group Classes) and novaPals AI App (Self-Practice).
Who are Novakid's main competitors?
Direct peers on record are VIPKid, 51Talk (also marketed as 'Qkids'), Palfish (Palfish Kids), Cambly, Preply, italki, Engoo and LingoAce. Broad incumbents are Duolingo and EF Education First.
Does Novakid have an API?
No public API is recorded for Novakid.
What industry is Novakid in?
Novakid's product category is Online English language learning for children. Its primary akta.pro industry code is EDANAGAL, Integrated Tutoring + Learning Content Platforms (Curriculum + Tutors), with a secondary code of EDANAGAB, Group & Class-Based Live Tutoring Platforms. Its NAICS code is 61163 and its SIC code is 8200.