YAYA
YAYA is a Kazakhstan-based subscription platform that aggregates 700+ partner children's sports, creative, and educational centers into a single mobile and web marketplace, offering parents recurring memberships (YaYa / YaYa+) with QR-code attendance verification and personalized development plans.
- Company typePrivate
- Founded-
- HeadquartersAlmaty, Kazakhstan
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What YAYA does
YAYA is a Kazakhstan-based, consumer-facing subscription platform that aggregates 700+ partner children's activity centers (sports sections, creative studios, swimming pools, educational clubs) into a single mobile and web marketplace under the brand domain yaya.kz. The platform operates on two product tiers: the base YaYa subscription providing points-based or visit-limited access to Partner Sections (Секции), and YaYa+ premium membership, which adds a Personal Development Plan (ППР), bonus privileges, section-visit discounts, and a digital club card. Customers — primarily parents and legal guardians — purchase subscriptions through the company's iOS/Android mobile applications or website, load funds into a virtual Balance account, book sections, and verify attendance via a unique QR-code (table-tent) at each partner location, with photo-verification features to prevent fraudulent attendance claims.
The underlying technology stack is a mobile-first SaaS marketplace with QR-code-based attendance verification, a balance/points ledger system supporting both points-based and visit-limited subscription models, and a referral bonus engine. Pricing is not publicly disclosed but billing is recurring (monthly) via linked bank card on the YaYa+ club membership, plus per-visit deductions and non-refundable top-up point purchases for the base tier. Partners — independent individual entrepreneurs or legal entities — register on the platform and receive footfall from members but operate their own quality, scheduling, and safety standards, with YAYA disclaiming responsibility for partner service delivery. GTM motion is product-led growth: self-serve app download → subscription purchase → partner visit, augmented by low-cost digital channels (WhatsApp, Instagram, email, word-of-mouth referrals).
The company is privately held and operated by Kazakhstani limited liability partnership ТОО «LAURA YERALIYEVA» (БИН 230140003133), directed by Laura Yeraliyeva Serikovna, headquartered at Navoi Street 280 in Almaty. It does not disclose revenue or pricing, is not VAT-registered, and has secured two 2024 funding events: a $100,000 round from an undisclosed investor (Jan 2024) and an investment from 500 Global (Mar 2024), with no subsequent capital raises disclosed through 2025. Notable recent public-facing communications dated May 2026 — including updated public-offer terms, compensation framework notices, and contract-termination proposals to 'all clients' — signal potential customer-relationship restructuring or a commercial-pivot event that investors should investigate as part of any diligence.
YAYA firmographics
Firmographics- Name
- YAYA
- Legal name
- ТОО «LAURA YERALIYEVA»
- Website
- https://yaya.kz
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- YAYA is a Kazakhstan-based subscription platform that aggregates 700+ partner children's sports, creative, and educational centers into a single mobile and web marketplace, offering parents recurring memberships (YaYa / YaYa+) with QR-code attendance verification and personalized development plans.
- Ownership category
- akta.pro rank
YAYA industry classification
Industry- Product category
- Children's Activity Subscription Platform
- NAICS
- Software Publishers (5132)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Game Subscription & Membership Services (BPAMAKAD)
- akta.pro secondary industry
- Billing, Payments & Subscription Management (MPAHAJAC)
Keywords
Where YAYA is headquartered
LocationHeadquarters
- HQ city
- Almaty
- HQ country
- Kazakhstan
- HQ region
- Asia
Offices1 record
Markets served
YAYA business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Club Card / Subscription Fees: Recurring membership fees (Клубные взносы) for YaYa+ club membership, providing access to Personal Development Plan and bonus privileges. Sold on subscription basis with various tariff plans and billing periods. Non-refundable upon purchase.
- Section Visit Fees: Per-visit charges deducted from user balance when attending partner sections (Секции). Dynamic pricing set per section, confirmed via QR-code scan at partner location.
- Additional Points Purchase: Users can purchase additional points beyond their subscription allowance for booking extra section visits. These additional points are non-refundable.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | YaYa+ Club Membership with Personal Development Plan |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
YAYA product offering
Product offeringCore offering
YAYA operates a mobile-first online platform that provides parents a single subscription (YaYa or YaYa+ club card) to access a network of 700+ partner children's sports, developmental, creative, and entertainment centers across Kazakhstan. Members load a balance, book sessions, and confirm attendance via QR-code scanning at partner locations. The premium YaYa+ tier additionally includes a personalized Personal Development Plan (ППР) generated from child-specific data and bonus privileges such as discounts on partner services.
Product overview
YAYA operates as an online platform with a mobile application (iOS and Android) offering personalized children's development services through a subscription-based model. The core product YaYa connects parents with a network of 700+ partner sections (Секции) including developmental centers, sports clubs, creative studios, and pools. The premium tier YaYa+ provides a Personal Development Plan (ППР) with bonus privileges including discounts on section services. Subscriptions use either a points system or limited monthly visits, with QR code verification for attendance.
Differentiator
Problem solved
Functional benefit
Products and services
- YaYa subscription platform Core online platform and mobile app providing parents a single subscription to access 700+ partner sections (sports clubs, creative studios, swimming pools, educational centers) for children in Kazakhstan. Members load a balance, book sessions, and confirm attendance via QR-code scanning.
- YaYa+ club membership Premium membership tier offering a personalized Personal Development Plan (ППР) generated from child-specific data, plus bonus privileges including discounts on partner section services and other development tools. Includes a digital club card as member identification.
- YAYA mobile application iOS and Android mobile application enabling subscription activation, section selection and booking, QR-code scanning for attendance verification, balance management, and access to the Personal Development Plan features.
Companies that use YAYA
Customer profileSegments2 records
Ideal customer profiles1 record
YAYA technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
YAYA partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Partner Sections (Секции) NetworkcoreIndependent individual entrepreneurs or legal entities providing children's leisure and developmental services (sports sections, creative studios, swimming pools, clubs, educational centers). Partners register on the YAYA platform and provide their services to members through the platform's booking and payment system. Each partner has a unique QR-code for attendance verification. The company does not control partner quality or scheduling.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
YAYA competitors and assessment
Company assessmentDirect peers
- KidPass: US-based subscription platform offering families access to a network of children's activity providers (classes, camps, sports) via a single membership. Closest direct analog to YAYA's club-card model with aggregated partner access.
- ActivityHero: Online marketplace for children's classes, camps, and lessons, aggregating independent providers for parent discovery and booking. Directly comparable business model to YAYA's partner-network approach.
- Sawyer: US children's activities marketplace where parents discover and book classes and camps across many independent providers. Mirrors YAYA's two-sided marketplace structure serving parents and activity centers.
Broad incumbents
- ClassPass: Subscription platform giving users access to a network of fitness and wellness studios under a single membership. The scaled, mature analog of YAYA's aggregator model, but serving adult fitness rather than children's activities.
- Outschool: Online marketplace for children and youth classes across thousands of independent educators. Comparable two-sided platform serving parents and activity providers, though predominantly online rather than physical-venue-based like YAYA.
- Care.com: Large marketplace connecting families with childcare and activity providers. Comparable two-sided consumer-services marketplace mechanics, but focused on care services rather than structured developmental activities.
- Gympass / Wellhub: Corporate-wellness aggregator selling multi-gym and studio subscriptions through employer partnerships. Comparable aggregator/marketplace mechanics to YAYA, though anchored in employer channel and adult fitness.
Regional players
- KFit: Asia-Pacific fitness and wellness aggregator offering single-membership access to multiple studios. Similar aggregator mechanics to YAYA, operating across Southeast Asia rather than Central Asia.
Emerging players
- Tinkergarten: Subscription-based outdoor learning program for young children led by independent educators. Comparable subscription + partner-led delivery structure, though narrower scope (outdoor only).
- Babysits: International marketplace connecting parents with childcare providers, with strong European presence. Comparable parent-facing subscription/booking platform aggregating independent providers of children's services.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
YAYA social profiles
Digital presenceYAYA financial estimates
Financial estimateRevenue estimate
Valuation estimate
YAYA leadership team
Management profileNumber of profiles
Profiles1 record
YAYA funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
YAYA 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 YAYA
What does YAYA do?
YAYA operates a mobile-first online platform that provides parents a single subscription (YaYa or YaYa+ club card) to access a network of 700+ partner children's sports, developmental, creative, and entertainment centers across Kazakhstan. Members load a balance, book sessions, and confirm attendance via QR-code scanning at partner locations. The premium YaYa+ tier additionally includes a personalized Personal Development Plan (ППР) generated from child-specific data and bonus privileges such as discounts on partner services.
Is YAYA a public or private company?
YAYA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was YAYA founded?
YAYA was founded in -1. It employs 51 to 100 people.
Where is YAYA based?
YAYA is headquartered in Almaty, Kazakhstan, in the Asia region.
How does YAYA make money?
Three revenue lines are on record. Club Card / Subscription Fees are the primary driver. The others are section Visit Fees and additional Points Purchase.
Who are YAYA's main competitors?
Direct peers on record are KidPass, ActivityHero and Sawyer. Broad incumbents are ClassPass, Outschool, Care.com and Gympass / Wellhub. KFit is listed as a regional player. Emerging players are Tinkergarten and Babysits.
Does YAYA have an API?
No public API is recorded for YAYA.
What industry is YAYA in?
YAYA's product category is Children's Activity Subscription Platform. Its primary akta.pro industry code is BPAMAKAD, Game Subscription & Membership Services, with a secondary code of MPAHAJAC, Billing, Payments & Subscription Management. Its NAICS code is 5132 and its SIC code is 7900.