Everybody Counts

What Everybody Counts does

Everybody Counts is a UK-based educational technology company that has developed a multilingual, AI-powered mathematics mastery platform targeting children aged 3-11, with an additional track for adult numeracy. The company was founded in 2021 and operates from offices in Edinburgh and Fettercairn, Scotland. Its core product is structured around a proprietary pedagogical framework called S.P.A.D.E. (Solve, Practice, Adapt, Develop, Engage) and comprises 387 ready-to-use lessons covering Years 1-6, plus pre-school and adult learner modules. The platform uses AI-driven personalisation to identify where each learner needs support, provides real-time progress tracking dashboards, and is designed to be dyslexia, dyscalculia, and neurodivergent-friendly.

The company generates revenue through a tiered subscription and services model: tutor software licences priced at £12 per licence per annum (with a minimum order of 5), individual school licences on a quote basis, and tailored multi-year contracts for Multi-Academy Trusts (MATs) and school groups. Complementary revenue comes from professional services including a two-day Immersive Implementation Package, a one-day Express Implementation Package, and bespoke SEND teacher training. Distribution occurs through a self-serve e-commerce storefront, direct enterprise sales, and channel partnerships — notably YPO Learning Box (with a minimum 200-licence requirement for tutor companies). The platform is currently in beta testing across 10 countries including the UK, Cambodia, Vietnam, Thailand, and South Korea, with the company positioning for international expansion.

In May 2025, Everybody Counts raised £500,000 in seed funding led by Fuel Ventures, as part of a wider £1.9 million seed round and a parallel £500,000 Innovate UK grant. Capital is earmarked for global rollout and for building neurodiversity-focused capabilities. The company is led by co-founders Andy Ridgway (CEO, former head of school) and Judy Hornigold (co-founder of the Dyscalculia Association), with Robin Fairless as COO & CTO and Ceri Henderson as Chief Revenue Officer. Headcount remains in the 1-10 range and no revenue figure is publicly disclosed.

Name

Everybody Counts

Legal name

Everybody Counts Ltd

Website

https://everybodycounts.org.uk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Everybody Counts is a UK-based edtech company offering a multilingual, AI-powered math mastery platform for children aged 3-11, adult learners, tutors, schools, and Multi-Academy Trusts, structured around its proprietary S.P.A.D.E. methodology.

Ownership category

akta.pro rank

Product category

K-12 Mathematics Learning Software

NAICS

Educational Support Services (611710), Exam Preparation and Tutoring (611691), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200), Services-Prepackaged Software (7372)

akta.pro primary industry

Adaptive Learning & Personalized Instruction Software (EDAJAMAE)

akta.pro secondary industries

Math & STEM Learning Technology (incl. Coding/Robotics Platforms) (EDAJAMAG), Interactive Practice & Skill-Building (Drills, Games, Mastery Practice) (EDAFACAC), Online Math Enrichment Platforms & Courses (EDAMAEAF), Adult Numeracy & Math Foundations (EDAAAAAB)

Keywords

• Math learning platform
• Adaptive learning software
• Teacher training programs
• SEND education tools
• Multilingual e-learning

Headquarters

HQ city

Laurencekirk

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Tutor Software Licenses: Annual subscription licenses for tutors with 387 structured lessons, teacher-style notes, real-time progress tracking, and gamified learning content. Minimum order of 5 licenses required.
2. School Licenses: Individual school licenses for primary, junior, or home school math modules. Contact-based pricing for individual school licenses; tailored quotes for school groups and Multi-Academy Trusts.
3. Teacher Training Programs: Two-day Immersive Implementation Package and one-day Express Implementation Package for educator professional development, including live demonstrations, hands-on practice, and 1-1 sessions.
4. Enterprise/MAT Licensing: Customized packages for dynamic school groups, forward-thinking Multi-Academy Trusts (MAT) and educational organizations with personalized quotes.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Everybody Counts operates an AI-powered, adaptive mathematics learning platform structured around its proprietary S.P.A.D.E. methodology, delivering age-tiered programs (ages 3-5, 5-11, and adult learners) with 387 structured lessons. The platform is sold via annual licenses to schools, individual tutors, and tutoring companies, and is complemented by certified tutor training, teacher training programs, and school implementation packages. Multilingual delivery and SEND/neurodiversity-friendly accessibility tools differentiate the offering in the K-12 math edtech market.

Product overview

Everybody Counts is a multi-lingual, AI-powered mathematics learning platform offering a modular architecture centered on its Math Mastery Program. The platform serves three core learner segments: Ages 3-5 (Pre-school), Ages 5-11 (Primary/Junior/Home School), and Adult Learners. The Certified Maths Mastery Tutor Package, built on the proprietary S.P.A.D.E. Approach methodology, provides 387 structured lessons with AI-driven personalization and real-time progress tracking. Complementary offerings include Global Teacher Training Programme, Two-day Immersive Implementation Package, One-day Express Implementation Package, and SEND Teacher Training. The platform is distributed via Individual School Licences, Multi-Academy Trust Packages, and Tutor licensing, with currently 10 countries in global beta testing.

Differentiator

Problem solved

Functional benefit

Products and services

• Math Mastery Program (Ages 3-5)

Quantifiable outcome

• Mastery learning has shown +6 months effectiveness in mathematics vs +3 months in reading (Education Endowment Foundation)

Named customers1 record

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core, significant and supporting.

• YPO Learning BoxcoreChannel Partner/ Reseller/ DistributorLearning Box by YPO (Education Procurement Organisation) distributes Everybody Counts to tutor companies and education sector with full support and setup guidance. Minimum 200 licences applies.
• FOBISIAsignificantStrategic or Co-development PartnerJoined as affiliate member. FOBISIA is the premier Federation supporting and promoting high-quality British education in Asia. Partnership aims to support members with World Class Math program, outstanding Professional Development for teachers and SEND provision for schools.
• ERDI CanadasignificantStrategic or Co-development PartnerRecognized as corporate partner in Canada with ERDI (Education Research and Development Institute), supporting international educational collaboration and market expansion in North America.
• BESA (British Educational Suppliers Association)supportingChannel Partner/ Reseller/ DistributorPartnership with British Educational Suppliers Association for BESS Vietnam initiative, connecting with educational suppliers and schools in international markets.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mathletics (3P Learning): Subscription math learning platform widely used in primary schools globally. Direct competitor to Everybody Counts' primary school math mastery offering with overlapping curriculum coverage and school licensing model.
• DoodleLearning (Doodle Maths): UK-based adaptive math platform for primary-aged children, sold via subscription to parents, tutors, and schools. Closest peer given target segment (ages 5-11), adaptive personalisation, and tutor/school GTM motion.
• Sparx Maths: UK math learning platform widely adopted in secondary schools with curriculum-aligned content. Comparable in curriculum coverage, UK school GTM, and teacher dashboard functionality, though focused on older students.
• Whizz Education (Math-Whizz): Adaptive math tutoring platform sold to schools and tutors worldwide. Direct competitor on AI-driven personalisation, school licensing, and tutor-facing dashboards.
• CENTURY Tech: UK AI-powered adaptive learning platform serving schools with personalised math, English, and science. Comparable AI-driven personalisation, UK school/MAT GTM, and analytics dashboard positioning.

Broad incumbents

• Khan Academy: Free, globally recognised math learning platform with deep content library and adaptive practice (Khanmigo). Sets a price floor of zero and competes for school and parent mindshare against Everybody Counts.
• IXL Learning: Large subscription-based math and English practice platform widely used in schools and homes. Competes in the same primary school math subscription category with deeper content and stronger brand.
• DragonBox / Kahoot!: Kahoot! acquired DragonBox to enter math learning. Compares through gamified math learning content aimed at younger learners, with much stronger distribution via Kahoot!'s platform.

Emerging players

• Nessy Learning: UK-based platform focused on learners with dyslexia and reading difficulties. Comparable neurodiversity focus and UK primary school GTM, though centred on literacy rather than math.
• Komodo Math: Adaptive math platform for primary-aged children with parent and tutor dashboards. Comparable in target age, adaptive personalisation, and home/tutor subscription model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/everybodycounts-ltd
• Xx.com/Everybodycount2

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors2 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 Everybody Counts