Nurture
Nurture is a Seattle-based app for children aged 4-7 that delivers interactive story adventures building life skills like critical thinking, empathy, and resilience. It operates on a $36/year family subscription distributed globally via Apple, Google, and Amazon app stores.
- Company typePrivate
- Founded2020
- HeadquartersSeattle, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Nurture does
Nurture Holdings, Inc is a Seattle-based, venture-backed company building the Nurture App, an interactive story-driven mobile application for children aged 4-7 designed to convert passive screen time into active practice of life skills including critical thinking, curiosity, empathy, creativity, and resilience. The app uses character-driven adventure narratives in which children make real decisions that shape outcomes, supported by a research-backed five-principle learning framework (evidence-based learning, fostering curiosity then competence, growth through effort, intrinsic motivation over rewards, and supporting parents) and a co-play dual-screen feature enabling parent-child shared experiences. Content is co-developed with major children's IP holders, including flagship partnerships with Care Bears (Cloudco Entertainment), Crayola Scribble Scrubbie Pets, and Pocoyo (Animaj), and is built by a team that includes Emmy-winning children's television writers, learning scientists, and parenting experts with advisors from Roblox, Club Penguin, Paw Patrol, Sesame Street, and Disney.
The technology stack centers on interactive story adventure authoring and dual-screen co-play mechanics, deployed as native mobile applications distributed globally through Apple App Store, Google Play, and Amazon Appstore. A companion product, Nurture Academy, functions as a parent-facing content hub delivering science-backed parenting resources and extending the brand beyond the app into a broader learning ecosystem. The app is COPPA-compliant and operates without advertising, in-app purchases, or third-party data sharing.
The company monetizes exclusively through a single $36/year family subscription following a 7-day free trial, with a product-led growth motion driven by app-store distribution, word-of-mouth among parents, social media community building, and content marketing through Nurture Academy. Nurture is privately held, backed by Seedcamp, Golden Gate Ventures, and Reach Capital on a $2.8M seed round (September 2024), and led by co-founder and CEO Roger Egan (formerly co-founder/CEO of Redmart, acquired by Alibaba) alongside co-founders from Emmy-winning children's television and Redmart alumni.
Nurture firmographics
Firmographics- Name
- Nurture
- Legal name
- Nurture Holdings, Inc
- Website
- https://nurture.is
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Nurture is a Seattle-based app for children aged 4-7 that delivers interactive story adventures building life skills like critical thinking, empathy, and resilience. It operates on a $36/year family subscription distributed globally via Apple, Google, and Amazon app stores.
- Ownership category
- akta.pro rank
Nurture industry classification
Industry- Product category
- Children's Educational Apps
- NAICS
- Child and Youth Services (624110)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Educational Games & Kids/Families Game Studios (MPAFAAAI)
Keywords
Where Nurture is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Markets served
Nurture business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Family Subscription: Annual subscription model at $36 per year providing unlimited access to all Nurture adventures. The only business model is the family subscription with no ads, no data sold to third parties, and no in-app purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual subscription with full access |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Nurture product offering
Product offeringCore offering
Nurture develops and operates an interactive story-driven mobile app for children ages 4-7 that transforms screen time into skill-building experiences through character-driven adventures where kids make real decisions, solve problems, and practice life skills including critical thinking, curiosity, empathy, creativity, and resilience. The app is distributed globally on the Apple App Store, Google Play, and Amazon Appstore, monetized via a $36/year family subscription with a 7-day free trial, and complemented by Nurture Academy, a parent-facing content hub offering science-backed parenting resources. Branded adventures featuring Care Bears, Crayola Scribble Scrubbie Pets, and Pocoyo characters are released as in-app experiences.
Product overview
Nurture is a dual-component ecosystem consisting of the Nurture App (an interactive story-driven mobile application for children ages 4-7) and Nurture Academy (a parent-facing knowledge hub with expert guidance). The app transforms passive screen time into active learning through character-driven adventures where children make choices and solve problems, teaching life skills like critical thinking, curiosity, empathy, creativity, and resilience. Brand partnerships feature licensed characters including Care Bears, Crayola Scribble Scrubbie Pets, and Pocoyo within the app experience. Revenue comes from an annual family subscription at $36/year, with no in-app purchases.
Differentiator
Problem solved
Functional benefit
Brands
- Nurture Academy: Science-backed resources and expert insights to help parents build kids' life skills, creativity, resilience and connection. Includes articles, guides, and expert advice on digital parenting, screen time, play-based learning, and life skills development.
Products and services
- Nurture App Interactive story-driven mobile app for children ages 4-7 that transforms screen time into skill-building experiences through character-driven adventures where kids make choices, solve problems, and practice life skills including critical thinking, curiosity, empathy, creativity, and resilience. Distributed on iOS, Android, and Amazon devices and sold via a $36/year family subscription with a 7-day free trial.
- Nurture Academy Parent-facing knowledge hub providing science-backed resources, expert articles, and practical guidance on building children's life skills, digital parenting, screen time management, and play-based learning. Supports parents in extending the app's lessons into everyday family life.
- Crayola Scribble Scrubbie Pets Adventure Branded in-app story-driven adventure for children ages 4-7 featuring Crayola's Scribble Scrubbie Pets characters, designed to build creativity, problem-solving, empathy, and resilience through interactive play.
- Care Bears x Nurture: Badge Buddy Flagship in-app adventure featuring Care Bears characters, where children help restore the Care Bears' belly badge powers through interactive problem-solving and kindness, building confidence, creativity, critical thinking, emotional regulation, and empathy.
- Pocoyo Games by Nurture Interactive in-app story adventure featuring Pocoyo and friends, where children are called directly into the story via a video-call mechanic to help solve problems. Teaches curiosity, flexible thinking, and resilience through three playable chapters.
Companies that use Nurture
Customer profileNamed customers9 records
Segments1 record
Ideal customer profiles1 record
Nurture technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Nurture partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Pocoyo (Animaj)corePartnership bringing Pocoyo games to the Nurtureverse. Children don't just watch Pocoyo and his friends, they join them inside the story. At key moments, Pocoyo calls the child directly asking for help. First adventure 'The Weekend Getaway' teaches curiosity, flexible thinking, and resilience through three playful chapters.
- Care Bears (Cloudco Entertainment)coreFlagship brand partnership with Care Bears franchise to develop interactive story adventures that teach confidence, creativity, and critical thinking. First adventure 'Badge Buddy' features the Care Bears characters in the Nurtureverse, where children help restore belly badge powers through problem-solving and kindness. The partnership combines iconic characters with research-backed life skills development.
- CrayolacorePurpose-led partnership with Crayola to launch immersive digital adventures featuring Scribble Scrubbie Pets. The experience invites children ages 4-7 into a colorful, story-driven world that builds creativity, problem-solving, empathy, and resilience through play. First adventure 'Coral's Birthday Treasure' is now live in the Nurture app (currently USA only).
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Nurture competitors and assessment
Company assessmentBroad incumbents
- PBS Kids: PBS Kids is a major free, foundation-supported educational media and app ecosystem for young children. A scaled, well-trusted free competitor that limits willingness-to-pay in the category.
- Sesame Workshop: Sesame Workshop produces Sesame Street educational content and digital experiences for young children globally. It overlaps Nurture's life-skills and social-emotional learning positioning and is led by an advisor (Joey Mazzarino) who works across both.
- ABCmouse: ABCmouse (Age of Learning) is a large, established subscription learning platform for ages 2–8 with broad academic curriculum. Represents a scaled incumbent competing for the same parent subscription dollar.
Emerging players
- Yateland: Yateland is an emerging kids' educational app studio targeting preschool and early-elementary age groups with subscription titles on app stores. A smaller-scale emerging competitor with overlapping age band and category.
Direct peers
- Khan Academy Kids: Khan Academy Kids is a free, award-winning educational app for ages 2–8 covering reading, math, and social-emotional learning. It is the dominant free alternative in Nurture's age band and represents the primary competitive threat on price.
- Lingokids: Lingokids is a subscription-based kids' learning app for ages 2–8 covering literacy, math, and life skills. It is the closest direct competitor to Nurture in target age, subscription model, and global app-store distribution.
- Toca Boca: Toca Boca (Spin Master) creates kid-directed play and creative apps for ages 3–9 distributed via app stores. It competes for the same premium parent wallet through creative, choice-driven play experiences.
- Sago Mini: Sago Mini (Toca Boca/Spin Master) makes open-ended play apps for ages 2–6 emphasizing curiosity and creativity. Closely overlaps Nurture's 'creativity and curiosity' value proposition and target age range.
- Homer (Learn with Homer): Homer is a subscription early-literacy and learning app for ages 2–8 with a research-backed curriculum. Comparable in subscription model, age band, and parent-facing content hub.
Others
- Filament Games: Filament Games is an educational game studio whose founder (Alex Stone) serves as Nurture's fractional CTO. It is an ecosystem partner and capability source rather than a direct competitor in the consumer subscription market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Nurture social profiles
Digital presenceNurture compliance and trust
Trust signalCompliance1 record
Nurture financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nurture leadership team
Management profileNumber of profiles
Profiles18 records
Nurture funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nurture M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nurture
What does Nurture do?
Nurture develops and operates an interactive story-driven mobile app for children ages 4-7 that transforms screen time into skill-building experiences through character-driven adventures where kids make real decisions, solve problems, and practice life skills including critical thinking, curiosity, empathy, creativity, and resilience. The app is distributed globally on the Apple App Store, Google Play, and Amazon Appstore, monetized via a $36/year family subscription with a 7-day free trial, and complemented by Nurture Academy, a parent-facing content hub offering science-backed parenting resources. Branded adventures featuring Care Bears, Crayola Scribble Scrubbie Pets, and Pocoyo characters are released as in-app experiences.
Is Nurture a public or private company?
Nurture is a private company. It is classified as venture growth investor backed and is currently operating.
When was Nurture founded?
Nurture was founded in 2020. It employs 11 to 50 people.
Where is Nurture based?
Nurture is headquartered in Seattle, United States, in the North America region.
How does Nurture make money?
One revenue line is on record: family Subscription.
Who are Nurture's main competitors?
Broad incumbents on record are PBS Kids, Sesame Workshop and ABCmouse. Yateland is listed as an emerging player. Direct peers are Khan Academy Kids, Lingokids, Toca Boca, Sago Mini and Homer (Learn with Homer). Filament Games is listed as an others.
Does Nurture have an API?
No public API is recorded for Nurture.
What industry is Nurture in?
Nurture's product category is Children's Educational Apps. Its primary akta.pro industry code is MPAFAAAI, Educational Games & Kids/Families Game Studios. Its NAICS code is 624110 and its SIC code is 7372.