Yago
YAGO operates classmall Kids, an online programming school for Japanese children aged 3-15 using Minecraft and Roblox, alongside classmall, an instructor marketplace for fitness and wellness lessons. Revenue comes from monthly subscriptions, seasonal camps, and marketplace commissions.
- Company typePrivate
- Founded2019
- HeadquartersMinato, Japan
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Yago does
YAGO is a Tokyo-based private education technology company that operates two consumer-facing online platforms serving the Japanese market. The original product, classmall (クラスモール), launched in February 2021, is an online marketplace that matches independent instructors with students for live lessons across fitness, wellness, yoga, pilates, music, cooking, beauty, and fashion categories. The second and now larger product, classmall Kids (クラスモールキッズ), launched in July 2022, is an online programming school for children ages 3-15 that delivers live instruction via video conferencing using Minecraft Education Edition and, more recently, Roblox as the primary learning environments. The proprietary curriculum spans block-based programming via MakeCode, text-based command programming, Lua-based Roblox game development, a Pre-Junior track for preschoolers, and a newly introduced AI Challenge Course teaching prompt engineering through gameplay.
The company is built on a conventional web technology stack: Ruby on Rails backend with React/Next.js frontend, MySQL and Redis databases, deployed across Heroku and AWS infrastructure with Cloudflare in front, and Stripe for payments. The platform has accumulated 10,000+ cumulative student participants since 2022 and reports 90%+ retention on monthly Minecraft courses and 95-99% satisfaction on seasonal camps. The company employs approximately 60 people and draws on a network of 100+ specialized instructors, many of whom are university students recruited through a published instructor pipeline starting at 1,800 JPY per class.
Revenue is generated through three streams: monthly subscription courses (16,940 JPY/month including four classes and a Minecraft account), seasonal camp programs priced at 17,800-20,800 JPY with early bird discounts (Spring, Summer, Winter, and Golden Week camps, with Summer Camp 2026 scaled to 7,000-participant capacity), and marketplace commissions on the classmall platform. The go-to-market motion is product-led, relying on free trial classes, seasonal camp acquisition events, and word-of-mouth among parents. YAGO was founded in August 2019 by Takafumi Inoue (formerly of Rakuten, where he led the launch of the flea market app Rakuma) and has raised approximately 100 million JPY in seed funding from Incubate Fund, Apricot Ventures, and W ventures in February 2021; no subsequent funding rounds have been disclosed.
Yago firmographics
Firmographics- Name
- Yago
- Legal name
- 株式会社YAGO
- Website
- https://yagoinc.jp
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- YAGO operates classmall Kids, an online programming school for Japanese children aged 3-15 using Minecraft and Roblox, alongside classmall, an instructor marketplace for fitness and wellness lessons. Revenue comes from monthly subscriptions, seasonal camps, and marketplace commissions.
- Ownership category
- akta.pro rank
Yago industry classification
Industry- Product category
- Children's Online Programming Education
- NAICS
- Computer Training (61142)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Coding, Game Design & Computer Science Camps (EDAMALAD)
- akta.pro secondary industry
- Integrated Tutoring + Learning Content Platforms (Curriculum + Tutors) (EDANAGAL)
Keywords
Where Yago is headquartered
LocationHeadquarters
- HQ city
- Minato
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
Yago business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Classmall Kids Monthly Subscription: Recurring monthly subscription for ongoing programming courses. Students pay monthly fees to access regular classes with dedicated instructors, with courses structured around Minecraft Education Edition and Roblox platforms.
- Seasonal Camp Programs: One-time fees for intensive 4-day camp programs (Spring, Summer, Winter, Golden Week). Premium pricing with early bird discounts, sibling discounts, and capacity-limited enrollment.
- Classmall Marketplace Commission: Marketplace platform for online lessons (yoga, wellness, fitness) where instructors offer classes and the company takes a commission on transactions. Teacher and student matching platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription course - 16,940 JPY/month |
| Unit Pricing | Pay-as-you-go | Summer Camp 2026 - starting from 17,800 JPY |
| Unit Pricing | Pay-as-you-go | Spring Camp 2026 - starting from 17,800 JPY |
| Unit Pricing | Pay-as-you-go | Winter Camp 2025 - starting from |
| Other | Pay-as-you-go | Instructor compensation - 1,800 JPY per class |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Yago product offering
Product offeringCore offering
YAGO provides online children's programming education under the classmall Kids brand, teaching coding through Minecraft Education Edition, Roblox Studio, and AI-themed courses delivered live by trained instructors via video conferencing. It also operates classmall, an online marketplace where independent instructors list live lessons (yoga, pilates, fitness, wellness, music, cooking) that students book and pay for through the platform. Revenue comes from monthly subscriptions for classmall Kids regular courses, seasonal camp tuition, and marketplace commissions on classmall transactions.
Product overview
Yago operates two main consumer-facing platforms: classmall (クラスモール), an online marketplace connecting instructors with students for live lessons across categories including yoga, fitness, and wellness; and classmall Kids (クラスモールキッズ), a Minecraft-based online programming school for children. classmall Kids offers structured programming education through block programming (マイプロ™), command programming courses, and newer offerings including Roblox game development and AI programming courses. The company also runs seasonal intensive camps (Summer, Spring, Winter, Golden Week) that serve as marketing channels for the regular subscription courses while providing short-term programming experiences. Both products serve the Japanese market, with classmall Kids reporting over 10,000 cumulative student participants and 90%+ retention rates.
Differentiator
Problem solved
Functional benefit
Brands
- クラスモール (classmall): オンラインレッスンのマッチングプラットフォーム。ヨガ、ピラティス、ウェルネス、フィットネスなどの講師と生徒をつなぐサービス。
- クラスモールキッズ (classmall Kids)
Products and services
- classmall (クラスモール) Online marketplace that matches independent Japanese instructors of yoga, pilates, fitness, wellness, music, cooking, beauty, and fashion with students for live online lessons; instructors set their own prices and schedules and classmall handles matching and payments.
- classmall Kids (クラスモールキッズ) Minecraft-based online programming school for Japanese children aged roughly 5 to 15, offering monthly recurring block programming (MaiPro via MakeCode) and command programming courses via live video conferencing with capped class sizes.
- Pre-Junior Course (プレジュニア) Year-round Minecraft-based intellectual development course for preschool children (ages 3-5), covering math, language, science, social studies and introducing block programming, sold as a 16,940 JPY/month subscription.
- Roblox Game Development Course (ロブロックス ゲーム開発コース) 3D game development course using Roblox Studio and the Lua programming language, positioned as the progression from block programming to text-based development for classmall Kids students.
- Summer Camp (サマーキャンプ) 4-day intensive programming camp held during Japanese summer vacation, with multiple skill-level Minecraft, Roblox and AI courses; 2026 capacity of 7,000 participants priced from 17,800 yen with early bird discounts.
- Spring Camp (スプリングキャンプ) Spring-break intensive programming camp offering Pre-Junior through Command Booster level Minecraft courses to Japanese preschool through middle school students, priced from 17,800 yen with early bird discounts.
- Winter Camp (ウィンターキャンプ) Winter-break intensive programming camp with 2-day or 4-day attendance options covering multiple skill levels of Minecraft-based programming for classmall Kids students.
- Golden Camp (ゴールデンキャンプ) Short-term programming camp offered during Japan's Golden Week holiday period, with 2-day or 4-day intensive Minecraft-based courses for preschool through elementary students.
- AI Challenge Course (AIチャレンジコース) AI literacy course where children learn prompt engineering by teaching an AI character 'Popo' through Minecraft survival gameplay, covering AI training data and human-AI communication fundamentals.
Quantifiable outcome
- 90%+ student retention rate on monthly programming courses
- +2 more outcomes
Companies that use Yago
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Yago technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability1 record
Feature3 records
Yago partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Benesse Corporation (ベネッセ)minorBenesse invited classmall Kids instructors to speak at their special Mirai Campus programming event, featuring Minecraft programming workshops.
- CyberAgent Capital (サイバーエージェント)minorCyberAgent Capital hosted an event where classmall Kids presented on programming education topics and shared student feedback.
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
Yago competitors and assessment
Company assessmentDirect peers
- Progate: Leading Japanese online programming learning platform with a strong consumer brand and broad curriculum across programming languages. Competes with classmall Kids in the consumer subscription programming education segment, though primarily targets older learners (teens/adults) rather than elementary children.
- Life is Tech: One of Japan's largest youth programming education providers, offering online and in-person coding courses for middle and high school students. Directly competes with classmall Kids in the Japanese children's programming education market with broader age coverage and stronger brand recognition.
- D-SCHOOL: Online programming school for children using Minecraft and Roblox as learning platforms, with courses for elementary students. Closely comparable to classmall Kids in target age, platform choice, and online delivery model, making it a near-direct competitor in Japan.
- TimeTicket: Online marketplace in Japan where individuals monetize their skills and time through live lessons and consultations. Comparable to classmall in business model (marketplace for personal instruction), though more generalist and broader in scope.
- Tech Kids School: Programming school for children operated by CyberAgent, offering in-person and online courses. Directly competes with classmall Kids in the Japanese children's programming education space with the backing of a major internet conglomerate (CyberAgent).
- StreetAcademy (Stocard): Japan's leading online marketplace connecting independent instructors with students across categories including yoga, fitness, music, and programming. Directly comparable to YAGO's classmall marketplace business, with a larger instructor base and category breadth.
Broad incumbents
- Human Academy: Large Japanese education provider with a children's robotics and programming school division (Human Academy Robot School). Competes in the broader children's STEM education space but offers primarily in-person classroom-based instruction rather than YAGO's online-first model.
- CodeCamp: Established Japanese online programming school with both adult and children's programming courses, offering personalized online lessons. Competes with classmall Kids in the children's segment and with the classmall marketplace's adult programming offerings.
Emerging players
- Quassy (iU): Smaller Japanese online programming education service targeting children with gamified learning approaches. Comparable to classmall Kids in target market and online delivery, though with lower public visibility and smaller scale.
- iTeen: Japanese children's programming school with Minecraft-based curriculum and in-person/online learning options. Overlaps with classmall Kids on platform choice (Minecraft) and target segment (elementary students), but historically in-person focused.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Yago social profiles
Digital presenceYago financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yago leadership team
Management profileNumber of profiles
Profiles3 records
Yago funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yago 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 Yago
What does Yago do?
YAGO provides online children's programming education under the classmall Kids brand, teaching coding through Minecraft Education Edition, Roblox Studio, and AI-themed courses delivered live by trained instructors via video conferencing. It also operates classmall, an online marketplace where independent instructors list live lessons (yoga, pilates, fitness, wellness, music, cooking) that students book and pay for through the platform. Revenue comes from monthly subscriptions for classmall Kids regular courses, seasonal camp tuition, and marketplace commissions on classmall transactions.
Is Yago a public or private company?
Yago is a private company. It is classified as venture growth investor backed and is currently operating.
When was Yago founded?
Yago was founded in 2019. It employs 1 to 10 people.
Where is Yago based?
Yago is headquartered in Minato, Japan, in the Asia region.
How does Yago make money?
Three revenue lines are on record. Classmall Kids Monthly Subscription is the primary driver. The others are seasonal Camp Programs and classmall Marketplace Commission.
Who are Yago's main competitors?
Direct peers on record are Progate, Life is Tech, D-SCHOOL, TimeTicket, Tech Kids School and StreetAcademy (Stocard). Broad incumbents are Human Academy and CodeCamp. Emerging players are Quassy (iU) and iTeen.
Does Yago have an API?
No public API is recorded for Yago.
What industry is Yago in?
Yago's product category is Children's Online Programming Education. Its primary akta.pro industry code is EDAMALAD, Coding, Game Design & Computer Science Camps, with a secondary code of EDANAGAL, Integrated Tutoring + Learning Content Platforms (Curriculum + Tutors). Its NAICS code is 61142 and its SIC code is 8200.