Role Models
Role Models was a London-based life-skills education provider delivering in-person courses, online masterclasses, and school programmes for children aged 5-13 across 40 countries, with a curriculum covering confidence, resilience, leadership, and growth mindset developed in-house.
- Company typePrivate
- Founded2013
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Role Models does
Role Models (legal entity: Role Models Life Skills Ltd) was a London-based, privately held education provider founded around 2013-2014 that delivered life-skills courses to children aged 5-13, focused on social and emotional wellbeing, confidence, resilience, leadership, collaboration, creative problem solving, growth mindset, and 11+ interview preparation. Its core products were In-Person Courses (3- to 5-day holiday and term-time programmes priced at £535-£803 for UK 5-day courses and £750-£900 international), Masterclass Online (weekly live, interactive online sessions capped at 9 children per class on a recurring subscription), Customised Courses (bespoke 1:1 and tailored programmes), and a Schools Programme delivered through 50+ partner schools in the UK and internationally. The curriculum was developed in-house by an education team with 25+ years of teaching and coaching experience and drew on frameworks from researchers including Dr. Carol Dweck and Dr. Angela Duckworth; the company was accredited by the Association of Character Education.
The business model combined one-time course fees, a subscription-style masterclass layer, bespoke 1:1 pricing, and school partnership programmes, monetised via direct-to-consumer website bookings (multi-currency including GBP, USD, SGD, SAR, QAR) and B2B school delivery. Reach extended across 40 countries, with named school partners including Wellington Tianjin, Alfriston School, James Allen's Girls' School, Kellett School Hong Kong, and British International School Cairo; cumulative learner count was 12,000+ with a reported 4.8/5 parent rating. A Bursary Scheme provided 75% discounts for Universal Credit recipients. The company operated with a 1-10 person team, raised approximately $1.28M via Crowdcube in May 2021, and announced in 2024 that it was no longer trading.
Role Models firmographics
Firmographics- Name
- Role Models
- Legal name
- Role Models Life Skills Ltd
- Website
- https://rolemodels.me
- Company type
- Private
- Founded year
- 2013
- Operating status
- Closed
- Headcount range
- 1–10 employees
- Short description
- Role Models was a London-based life-skills education provider delivering in-person courses, online masterclasses, and school programmes for children aged 5-13 across 40 countries, with a curriculum covering confidence, resilience, leadership, and growth mindset developed in-house.
- Ownership category
- akta.pro rank
Role Models industry classification
Industry- Product category
- Children's Life Skills Education
- NAICS
- Educational Support Services (611710), Educational Services (61)
- SIC
- Services-Child Day Care Services (8351), Services-Educational Services (8200)
- akta.pro primary industry
- Leadership, Character Education & Values Development (EDAMAIAG)
- akta.pro secondary industries
- Play-Based SEL & Executive Function Skill-Building Programs (EDACAOAB), Family Engagement & Take-Home Learning Materials (Home Packs, Parent Guides) (EDACAJAL)
Keywords
Where Role Models is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Role Models business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
Revenue model
- In-Person Courses: Group courses for children aged 5-13 delivered during school holidays and term time. Courses run for 3, 4, or 5 consecutive days with pricing of £535.38-£803.07 for 5-day UK courses (inclusive of statutory holiday pay at 12.07%).
- Online Masterclass: Weekly hour-long online sessions delivering vital life skills including leadership, resilience, and communication. Provides ongoing subscription-style recurring revenue through regular session attendance.
- Customized/Tailor-Made Courses: Bespoke and tailored courses for individual children or groups, providing 1:1 session bookings at premium pricing.
- School Partnerships: Partnerships with 50+ schools delivering life skills education programs, extending Reach to school communities.
- Bursary Scheme: 75% discount on group in-person courses for parents receiving Universal Credit, with limited spaces and potential waiting lists.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | In-Person 5-Day UK Course |
| One time/ perpetual license | Pay-as-you-go | In-Person 5-Day International Course |
| Subscription | Monthly | Online Masterclass |
| Unit Pricing | Pay-as-you-go | Customized Courses |
| Other | Pay-as-you-go | Bursary Scheme |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Role Models product offering
Product offeringCore offering
Role Models delivered life skills education for children aged 5-13 through in-person holiday and term-time courses, live online weekly masterclasses, customised 1:1 sessions, and a schools programme. Curriculum covered confidence, resilience, leadership, collaboration, creative problem solving, growth mindset, and communication, drawing on frameworks from researchers such as Carol Dweck and Angela Duckworth. The company operated across the UK and 40 countries with school partnerships before ceasing trading in 2024.
Product overview
Role Models is an education provider offering a multi-format life skills programme for children aged 5-13 (and some offerings for 3-15 year olds). The core portfolio consists of In-Person Courses (holiday and term-time programmes delivered by experienced mentors), Masterclass Online (weekly live interactive online sessions with maximum 9 children per class), and Customised Courses (bespoke 1:1 and tailored programmes). The company also operates a Schools Programme delivering curriculum-linked life skills education in partner schools. The course catalogue includes specific sub-products such as Resilience, Leadership, Collaboration, Creative Problem Solving, Growth Mindset, Confidence, Brilliant Me and My Feelings, Brilliant Me and My Ideas, and Communication courses. Additional offerings include a Podcast series featuring expert guests, Parent Workshops through The Parent Practice partnership, and a Bursary Scheme providing financial assistance. The curriculum is based on educational frameworks developed by in-house experts and draws on research from thought leaders including Dr. Carol Dweck and Dr. Angela Duckworth. Note: The company has announced it is no longer trading.
Differentiator
Problem solved
Functional benefit
Products and services
- In-Person Courses
Quantifiable outcome
- 9.6 out of 10 children enjoyed the classes
- +3 more outcomes
Companies that use Role Models
Customer profileNamed customers5 records
Segments4 records
Role Models technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Role Models partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- School Partners NetworkcoreRole Models works with 50+ schools throughout the world, including some of the most well-respected schools in the UK and abroad. School partnerships help scale positive impact by extending Life Skills education worldwide. Schools can select topics based on cohort needs and receive weekly parent communication support.
- Corporate Organisations (Unnamed)minorCorporate organisations partner with Role Models, though specific named partners are not publicly identified. These partnerships extend the company's reach and support their mission to deliver life skills education.
- The Golden CircleminorThe Golden Circle is an international tuition and home schooling group that prepares students for 11+ exams at competitive UK schools. They collaborated with Role Models on an article about 11+ interview preparation, providing expert tips for the interview process.
- CAYP PsychologyminorCAYP Psychology is the UK's largest independent clinical psychology service for Children, Adolescents, and Young People, founded by Dr. Daniel Weisberg. Dr. Weisberg appeared on the Role Models Podcast discussing parenting, child psychology, and playing with children. CAYP has 82 clinicians across 33 UK-wide clinics and online.
Scale indicators8 records
Recent moves3 records
Expansion highlights6 records
Role Models competitors and assessment
Company assessmentDirect peers
- Outschool: Online marketplace for live, small-group classes for children, directly comparable to Role Models' Masterclass Online offering in terms of live interactive delivery, parent-led booking, and breadth of enrichment topics including life skills and social-emotional content.
- Camp Beaumont: UK provider of school holiday day camps for primary-age children, closely comparable to Role Models' in-person school holiday courses in terms of target age group (5-13), term-time and holiday scheduling, and UK-centric direct-to-parent booking model.
- Second Step (Committee for Children): Widely adopted SEL curriculum for primary and secondary schools covering empathy, emotion management, and relationship skills, directly comparable to Role Models' school-delivered life skills curriculum in content domain and target buyer (school pastoral leads).
- SuperCamp: Residential and day academic/life-skills camps for school-age children and teens, comparable to Role Models' life-skills course portfolio in focus on confidence, leadership, and character development as core learning outcomes.
- ClassDojo: Classroom-based SEL and character education platform used by primary schools, comparable to Role Models in delivering social-emotional learning and character development content to primary-age children via partner schools.
- 7 Mindsets: SEL and life-skills curriculum platform licensed to K-12 schools, directly comparable to Role Models' Schools Programme in delivering structured social-emotional, leadership, and resilience content to primary and prep school cohorts.
- Stagecoach Performing Arts: UK provider of weekend and holiday performing arts education for children aged 4-18, comparable to Role Models' in-person weekend/holiday course format, parent-booking model, and primary-age enrichment positioning in the UK market.
Emerging players
- EVERFI: Digital life-skills and character education platform serving K-12 schools and employers, comparable to Role Models in delivering structured social-emotional and life-readiness content but focused on digital curriculum delivery rather than live courses.
- BrainPOP: Educational content platform for primary and secondary students covering SEL, health, and life-skills topics, comparable to Role Models' curriculum development capability in building structured, child-facing life-skills learning content.
Others
- The Parent Practice: UK parent education and coaching provider, explicitly named as a Role Models partner and comparable in delivering parent-focused workshops and webinars on child wellbeing and behaviour, complementing the child-facing course portfolio.
Market position
Strengths3 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Role Models social profiles
Digital presenceRole Models financial estimates
Financial estimateRevenue estimate
Valuation estimate
Role Models leadership team
Management profileNumber of profiles
Role Models funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Role Models 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 Role Models
What does Role Models do?
Role Models delivered life skills education for children aged 5-13 through in-person holiday and term-time courses, live online weekly masterclasses, customised 1:1 sessions, and a schools programme. Curriculum covered confidence, resilience, leadership, collaboration, creative problem solving, growth mindset, and communication, drawing on frameworks from researchers such as Carol Dweck and Angela Duckworth. The company operated across the UK and 40 countries with school partnerships before ceasing trading in 2024.
Is Role Models a public or private company?
Role Models is a private company. It is classified as founder individual operated bootstrapped and is currently closed.
When was Role Models founded?
Role Models was founded in 2013. It employs 1 to 10 people.
Where is Role Models based?
Role Models is headquartered in London, United Kingdom, in the Europe region.
How does Role Models make money?
Five revenue lines are on record. In-Person Courses are the primary driver. The others are online Masterclass, customized/Tailor-Made Courses, school Partnerships and bursary Scheme.
Who are Role Models's main competitors?
Direct peers on record are Outschool, Camp Beaumont, Second Step (Committee for Children), SuperCamp, ClassDojo, 7 Mindsets and Stagecoach Performing Arts. Emerging players are EVERFI and BrainPOP. The Parent Practice is listed as an others.
Does Role Models have an API?
No public API is recorded for Role Models.
What industry is Role Models in?
Role Models's product category is Children's Life Skills Education. Its primary akta.pro industry code is EDAMAIAG, Leadership, Character Education & Values Development, with a secondary code of EDACAOAB, Play-Based SEL & Executive Function Skill-Building Programs. Its NAICS code is 611710 and its SIC code is 8351.