What ROLI does

ROLI is a London-based music technology company that has built a vertically integrated platform spanning proprietary hardware instruments, AI-powered learning software, and a content subscription business. The company serves two primary customer segments: Learners (beginner and intermediate musicians seeking accessible piano instruction) and Creators (professional musicians, producers, and serious hobbyists using MPE-enabled expressive instruments for music production). The hardware lineup includes illuminated keyboards (ROLI Piano, Piano M) whose Brightkey technology guides users through songs, MPE-enabled expressive instruments (Seaboard 2, Seaboard M) that support per-key pitch bend, polyphonic aftertouch, and strike/lift gestures, and Airwave, a computer-vision hand-tracking device that delivers real-time feedback on posture and finger positioning. The ROLI Learn app combines a content library of 1,200+ licensed songs, 300+ video lessons, and 450+ exercises with a conversational AI Music Coach that adapts to user skill level.

The revenue model blends one-time hardware sales (direct-to-consumer e-commerce via roli.com, authorized resellers, mobile app stores, and now Casio's distribution channel) with recurring software subscriptions for ROLI Learn. Pricing includes ROLI Learn Solo at $119.99/year and Family at $179.99/year (up to five users), with a separately monetized ROLI Learn for CASIO subscription at $14.99/month or $119/year launched in June 2026. The November 2025 acquisition of Ultraleap brought advanced hand-tracking and mid-air haptics capabilities into the technology stack, with Ultraleap co-founder Tom Carter joining as CTO. ROLI was founded in 2009 by Roland Lamb, has raised approximately $43.5M in disclosed equity funding across multiple rounds (with Balderton Capital, FirstMark, Index Ventures, Horizons Ventures, Founders Fund, Foundry Group, and Universal Music Group among prior investors), and employs 101–250 people. Leadership includes founder/CEO Roland Lamb, Chief Creative Officer Pharrell Williams, and CTO Tom Carter.

Name

ROLI

Legal name

Luminary ROLI Ltd.

Website

https://roli.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

101–250 employees

Short description

ROLI is a London-based music technology company that builds AI-powered piano learning systems and expressive MPE-enabled instruments (Piano, Piano M, Seaboard, Airwave) for consumer learners and professional creators, monetizing through hardware sales and ROLI Learn subscriptions.

Ownership category

akta.pro rank

Product category

Musical Instruments and Music Learning Technology

NAICS

Instrument Manufacturing for Measuring and Testing Electricity and Electrical Signals (334515)

akta.pro primary industry

Music Education & Practice Software (Ear training, tutors, metronome tools) (MPAIAIAJ)

akta.pro secondary industry

Music Theory, Ear Training & Musicianship (EDAMANAF)

Keywords

• Piano learning systems
• MPE-enabled keyboards
• Music creation hardware
• AI music education
• Hand tracking technology

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Technology or R&D, Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Hardware Sales: ROLI sells physical music instruments and learning devices including ROLI Piano (full-size illuminated keys), Piano M (portable illuminated keyboard), Seaboard 2, Seaboard M, and Airwave (hand tracking device). Hardware is sold as one-time purchases through direct e-commerce and authorized resellers.
2. ROLI Learn Subscription: Monthly or annual subscription providing access to the ROLI Learn app content including 1,200+ songs, 300+ video lessons, 450+ exercises, and gamified learning. Available as Solo or Family plans (up to 5 people). Auto-renews at end of billing period.
3. Software Licenses: Bundled software included with hardware purchases (ROLI Studio, ROLI Connect, ROLI Dashboard, Equator2 with Seaboard 2). Standalone software and software add-ons sold separately. Software licenses are non-transferable unless bundled with hardware.
4. ROLI Learn for CASIO Subscription: Premium subscription for the Casio partnership platform offering interactive music lessons, licensed songs, and gamified learning. Priced at $14.99/month or $119/year after 30-day free trial.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

ROLI designs and sells MPE-enabled illuminated keyboards (ROLI Piano, Piano M, Seaboard 2, Seaboard M) and the Airwave hand-tracking device, paired with the ROLI Learn subscription app that delivers AI-driven piano lessons, 1,200+ licensed songs, and gamified exercises. Bundled and standalone software (ROLI Studio, ROLI Dashboard, ROLI Connect, Equator2) supports music creation and hardware management. ROLI Learn for CASIO extends the same learning platform to compatible Casio keyboards via a strategic OEM partnership.

Product overview

ROLI is a music technology company offering a unified platform of hardware instruments and AI-powered software for piano learning and music creation. The core product portfolio centers on MPE-enabled keyboards (ROLI Piano, Piano M, Seaboard 2, Seaboard M) with RGB backlighting and pressure-responsive keys, complemented by Airwave (hand tracking device) and the ROLI Learn subscription app. AI features include AI Music Coach (conversational AI tutor), SpatialMusic AI, and hand tracking via ROLI Vision (enhanced by the 2025 Ultraleap acquisition). Bundled software includes ROLI Studio, ROLI Dashboard, Equator2, and ROLI Connect. ROLI Learn for CASIO extends the platform to Casio keyboard users. The company positions itself as 'making musicians' through AI-enhanced learning rather than AI music generation.

Differentiator

Problem solved

Functional benefit

Brands

• ROLI Piano: Four full octaves of beautifully responsive, full-size glowing keys that light up to guide users through songs.
• Airwave
• ROLI Learn
• Seaboard
• AI Music Coach
• Equator2
• ROLI Studio
• ROLI Connect
• ROLI Dashboard

Products and services

• ROLI Piano Full-size four-octave illuminated piano keyboard with ROLI Brightkey technology that lights up keys to guide learners through songs; integrates with the ROLI Learn app for gamified piano lessons.
• Airwave Hand tracking device that uses ROLI Vision AI to track hands in 3D space with precision, delivering personalized feedback on posture and finger positioning during piano practice.
• Piano M Portable 24-mini-key MPE-enabled keyboard with RGB backlighting on every key, pressure-responsive keys, polyphonic aftertouch, wireless Bluetooth connectivity, and 6-hour battery life. Compatible with GarageBand, Logic Pro, Ableton Live, and Cubase via MIDI over USB or Bluetooth. Previously branded as LUMI Keys.
• Seaboard 2 MPE-enabled expressive instrument with pressure-responsive keys for nuanced musical performance. Includes Equator2 sound engine and Ableton Live Lite. Previously branded as Seaboard RISE 2.
• Seaboard M Modular MPE-enabled portable keyboard controller with pressure-responsive keys and DNA connectors for modular expansion. Previously branded as Seaboard BLOCK M.
• ROLI Learn App Membership Subscription-based interactive music-learning platform offering 1,200+ songs, hundreds of video lessons, and gamified games designed by expert coaches. Available on iOS and Android with Solo and Family plans. Includes AI Music Coach with conversational AI feedback.
• ROLI Learn for CASIO Co-branded interactive music-learning platform developed with Casio for compatible Casio keyboards, offering gamified lessons, 1,200+ licensed songs, 300+ video lessons, and 450+ exercises at $14.99/month or $119/year.
• AI Music Coach Conversational AI-powered music coach using hand tracking technology to help users learn piano. Provides personalized lessons, feedback on fingering and technique, and adapts to the user's skill level. Available as a growing beta within ROLI Learn.
• ROLI Refurbished Professionally inspected and refreshed ROLI hardware products sold at discounted prices with full two-year warranty.
• ROLI Connect Desktop application for setting up and managing ROLI hardware products. Downloads and manages ROLI Studio, ROLI Dashboard, and other bundled software components.

Quantifiable outcome

• Save £1,900/year compared to traditional piano lessons

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability10 records

Feature6 records

Partnerships

Two partnerships are on record, tiered flagship and core.

• CasioflagshipStrategic or Co-development Partner · 11 June 2026Strategic partnership to launch ROLI Learn for CASIO, an interactive music-learning platform combining compatible Casio keyboards (Privia PX-S series, CDP-S360, Casiotone models) with ROLI's gamified lessons and licensed songs. Available in U.S., Germany, France, U.K., and Japan. The collaboration aims to make music learning more accessible and engaging for first-time musicians.
• UltraleapcoreTechnology or Integration · 12 November 2025ROLI acquired Ultraleap, a provider of extended reality technologies including hand tracking and mid-air haptics. Ultraleap's technology is being directed specifically toward music and interaction applications as ROLI builds a defensible technology company focused on gestural recognition and AI-powered music learning and creation. Ultraleap Co-Founder and CEO Tom Carter joined ROLI as Chief Technology Officer and board member.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Simply Piano (JoyTunes): Simply Piano is a leading piano learning app that uses listening technology (no hardware required) to teach users through popular songs. Directly competes with ROLI Learn on the learner segment, with a much larger install base and a pure-software cost structure that pressures ROLI's hardware-attached pricing.
• Yousician: Yousician is a subscription-based music learning app covering guitar, piano, bass, ukulele, and singing with real-time feedback. It competes directly with ROLI Learn across multiple instruments, offers a similar subscription price point, and has a large global user base.
• Flowkey: Flowkey is a piano learning app that listens to acoustic or digital piano playing and guides users through songs and courses. It directly competes with ROLI Learn on beginner-to-intermediate piano learners, with a lower price point and no hardware requirement.

Broad incumbents

• Ableton: Ableton's Live DAW is the de facto standard for electronic music production and bundles with ROLI hardware (Lite edition). While Ableton is primarily a software incumbent, it sits in the same creator workflow and competes for the same end-user wallet share on the production side.
• Native Instruments: Native Instruments is a major music technology company offering hardware (Komplete Kontrol S-series keyboards, Maschine) and software for music production. It overlaps with ROLI in the MPE-enabled expressive controller category and the broader creator/producer segment.
• Fender: Fender is a global incumbent in musical instruments and has expanded into digital learning (Fender Play) and accessories. As an instrument and education brand with strong consumer recognition, it competes broadly with ROLI on aspirational hardware and music learning subscriptions.
• Yamaha: Yamaha is a global incumbent in pianos, keyboards, and music education with a deep installed base and proprietary learning apps (e.g., Smart Pianist, Flowkey integrations). It competes broadly with ROLI across hardware, learning software, and even has a co-marketing relationship with ROLI via the Airwave + Yamaha Montage integration.
• Casio: Casio is a global musical instrument and electronics incumbent whose Privia, CDP-S, and Casiotone keyboard lines are ROLI's flagship distribution partner. As both collaborator and broader competitor, Casio sets the price/performance baseline that ROLI's premium positioning must beat.

Emerging players

• Artiphon: Artiphon makes the INSTRUMENT 1, a multi-instrument MIDI controller with a similar expressive-input philosophy to ROLI's Seaboard. It is a smaller, emerging hardware competitor in the gestural/expressive controller niche targeting prosumer and music-maker segments.
• Skoogmusic: Skoogmusic produces tactile, accessible music devices for learners and special educational needs, including software integration with iPad. It overlaps with ROLI on inclusive/learner-friendly music hardware, though focused on accessibility and younger users rather than prosumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/weareroli

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries2 records

Funding overview

Funding rounds9 records

Investors15 records

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

M&A4 records

Investments

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

Frequently asked questions about ROLI