Nurture

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.

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

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

• Interactive kids learning
• Children educational apps
• Life skills development
• Story-based learning games
• Digital parenting platform

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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.

Named customers9 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• Pocoyo (Animaj)coreStrategic or Co-development Partner · 1 January 2026Partnership 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)coreStrategic or Co-development Partner · 1 November 2025Flagship 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.
• CrayolacoreStrategic or Co-development Partner · 1 October 2025Purpose-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

Broad 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

• Xx.com/nurturekidsapp
• YouTubeyoutube.com/@Nurture-Buddies
• Facebookfacebook.com/nurturekidsapp
• LinkedInlinkedin.com/company/nurturekidsapp/posts/?feedView=all
• Instagraminstagram.com/nurturekidsapp?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nurture