Mind Lab

What Mind Lab does

Mind Lab is a privately held, São Paulo-based education company that primarily serves municipal and state public education networks. Its Mente Inovadora program integrates reasoning games, named metacognitive methods and teacher-mediated socio-emotional instruction with the Brazilian National Common Curricular Base and the Portuguese Language and Mathematics curricula. Ginga provides modular youth-development experiences based on the Big Five framework, and eduK contributes more than 3,200 courses in entrepreneurship, employability, crafts, beauty, gastronomy, wellness and income generation. (Primary source:.)\n\nRevenue is generated through multi-year Mente Inovadora contracts that bundle initial teacher training, continuing mentorship, pedagogical support and learning materials; eduK adds recurring consumer and B2B subscriptions. Mind Lab is also moving into public-private partnerships for school-infrastructure management, adding a managed-services model to its education portfolio. It reports impact across 7.3 million students in 17 states and more than 9 million people through eduK, although these are cumulative figures rather than current paying accounts. (Primary source:.)

Name

Mind Lab

Legal name

Mind Lab

Website

https://mindlab.com.br

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Mind Lab provides socio-emotional education, vocational training, and social-infrastructure services to Brazilian public education networks, municipalities, enterprises, and vulnerable learners through proprietary reasoning games, metacognitive methods, and teacher mediation programs.

Ownership category

akta.pro rank

Product category

Socio-emotional Education Technology

NAICS

Educational Support Services (61171), Professional and Management Development Training (61143), Educational Services (611)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Project-Based/Inquiry-Based Learning (School-Delivered) (EDAJAFAN)

akta.pro secondary industries

Study Habits & Homework Systems Workshops (EDAMAIAL), Project- & Inquiry-Based Digital Learning Modules (EDAFACAD), Integrated Tutoring + Learning Content Platforms (Curriculum + Tutors) (EDANAGAL)

Keywords

• Socio-emotional education
• K-12 learning methodology
• Vocational training platform
• Public-private partnerships
• Education technology services

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Mente Inovadora Program Contracts: Government contracts with municipal and state education secretariats for the proprietary Mente Inovadora methodology, including teacher training, ongoing mentorship, pedagogical support, and learning materials. Contracts are typically multi-year agreements structured via inexigibilidade de licitação due to proprietary methodology.
2. eduK Subscriptions and B2B: eduK operates with free live classes and low-cost subscriptions for access to complete course catalog. B2B enterprise offering (eduK Empresas) serves companies and prefectures for vocational qualification at scale.
3. PPP Infrastructure Contracts: Public-private partnership contracts for school infrastructure management including building reform, maintenance, cleaning, security, utilities, connectivity, and facilities management. Long-term concessions (20-25 years) with performance-based payments tied to educational outcomes (IDEB).
4. AI Technology Integration: Mind Lab's reinforcement learning technology integrated into NVIDIA Megatron framework, enabling trillion-parameter AI model training at reduced cost.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Mind Lab develops and sells a proprietary socio-emotional education methodology (Mente Inovadora) and accompanying curriculum for K-12 public schools, complemented by the modular Ginga gamified solution and the eduK vocational learning platform (3,200+ courses) acquired in 2021. The company also pursues public-private partnership (PPP) contracts to manage school infrastructure under 20-25 year concessions. Services include teacher training, ongoing mentorship, pedagogical mediation materials, and AI-driven tooling (delta-mem).

Product overview

Mind Lab operates as a multi-product education technology platform offering integrated socio-emotional education and productive inclusion solutions. The core portfolio centers on Mente Inovadora as the primary comprehensive socio-emotional education program for Basic Education, complemented by Ginga as a modular solution for youth employment preparation. The platform includes proprietary reasoning games and metacognitive methods (Semaphore, Detective, Film Camera, Ladder, Mirror, and Thought Tree methods) that form the pedagogical foundation. Following the 2021 acquisition of eduK, the company expanded into professional training with over 3,200 courses for productive inclusion. The methodology is grounded in Feuerstein's Structural Cognitive Modifiability Theory and Experiential Learning Mediation, emphasizing teacher mediation as the central element.

Differentiator

Problem solved

Functional benefit

Brands

• Mente Inovadora: Complete socioemotional education solution for basic education (K-12), integrating reasoning games, metacognitive methods and teacher mediation to develop 21st century skills aligned with BNCC.
• Ginga
• eduK

Products and services

• Mente Inovadora A comprehensive socio-emotional education solution for Basic Education (kindergarten through high school) that develops 21st century skills through reasoning games, metacognitive methods, and qualified teacher mediation. Aligned with BNCC and integrating activities into Portuguese Language and Mathematics curriculum. Sold to municipal and state education secretariats via multi-year government contracts.
• Ginga

Quantifiable outcome

• Average IDEB growth of 0.8 points in partner networks (4x national historical average)
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature6 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Stanford UniversityminorStrategic or Co-development PartnerAcademic partnership for research collaboration and validation of educational methodologies. Listed among investor partners on company website.
• NVIDIAcoreTechnology or IntegrationMind Lab's delta-mem AI technique and Macaron AI's reinforcement learning breakthrough integrated into NVIDIA Megatron framework. Strategic technology partnership for AI enterprise deployment.
• InsperminorStrategic or Co-development PartnerBrazilian higher education institution that conducted randomized controlled trial (RCT) study on Mind Lab program impact in partnership with IDB Invest.
• IDB InvestminorStrategic or Co-development PartnerInter-American Development Bank's private sector lending arm that partnered with Insper to conduct large-scale study using RCT methodology on Mind Lab program outcomes.

Scale indicators8 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Letrus: Letrus is a Brazilian literacy and learning platform for public schools, using data and writing assessment to improve outcomes. Comparable as a Brazilian EdTech targeting public school networks with measurable academic outcomes.
• ClassDojo: ClassDojo provides a widely adopted SEL and classroom culture platform for K-12 schools globally. Like Mind Lab's Mente Inovadora, it focuses on socio-emotional skill development in a school-delivered setting, making it a direct product peer.
• Panorama Education: Panorama provides SEL surveys, instruction, and data tools to K-12 districts in the US. Comparable to Mind Lab's data-driven approach to socio-emotional outcomes measurement and school-delivered instruction.
• Geekie: Geekie is a leading Brazilian adaptive learning platform selling digital curriculum and content to public and private schools. Closest Brazilian edtech peer given overlap with Mind Lab's public school B2G motion in K-12.
• EVERFI: EVERFI delivers K-12 socio-emotional, financial literacy, and health curricula to schools and districts, often via partnerships with governments and corporations. Mirrors Mind Lab's model of school-delivered SEL with measurable outcomes and corporate/foundation sponsorship.

Regional players

• Cognita: Cognita is a global K-12 schools group with operations across Europe, Asia, and Latin America. Relevant as a comparable deliverer of integrated academic and socio-emotional programs in school networks, though focused on owned schools rather than methodology licensing.

Broad incumbents

• Vasta (formerly Somos Educação): Vasta is a major Brazilian K-12 education company offering curriculum, content, and school systems across public and private networks. Overlaps with Mind Lab's basic education footprint but is a broader incumbent rather than a socio-emotional specialist.
• Eleva Educação: Eleva is a Brazilian K-12 schools and education solutions group serving both public and private segments. Comparable as a large incumbent in Brazilian basic education with content and pedagogical offerings.
• Positivo (Editora Positivo / Ânima): Positivo is a Brazilian education conglomerate with K-12 content, technology, and schools. Similar go-to-market into Brazilian public schools via educational content and pedagogical solutions.

Others

• IDB Invest / IDB Group (Development Bank): IDB Invest is not a direct competitor but is the most relevant ecosystem participant: it is both a Mind Lab investor (US$5M in 2015) and the co-funder of the Insper RCT validating Mind Lab's methodology. Comparable as a counterparty shaping the social infrastructure investment thesis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@MindLabBrasil
• Facebookfacebook.com/MindLabBR
• LinkedInlinkedin.com/company/mindlabbrasil
• Instagraminstagram.com/mindlab.br

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors5 records

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

M&A1 record

Investments

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

Frequently asked questions about Mind Lab