Enrolmy
Enrolmy is a vertical SaaS platform for children's activity providers (wraparound care, holiday camps, sports coaching, lessons, and franchises) offering bookings, payments, compliance, and parent communications across the UK, Ireland, New Zealand, and Australia.
- Company typePrivate
- Founded2014
- HeadquartersTakapuna, New Zealand
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Enrolmy does
Enrolmy is a vertical SaaS platform that provides booking, payment, communication, compliance, and reporting software for children's activity providers, primarily wraparound care, holiday camps, sports coaching, lessons and classes, and franchise networks. Its core product combines a unified platform with named vertical modules (Wrap Around Care, Holiday Camps, Lessons and Classes, Sports Activities, Local Authorities, Franchise Network), a mobile app and on-site kiosk for sign-in/out, and a public marketplace called 'Discover' where parents can find and book activities. The platform's technology stack includes native integrations with Stripe for payment processing, Xero for accounting reconciliation, and Proactive for UK risk management, and it is delivered as a multi-tenant cloud SaaS with localised country sites for the United Kingdom, Ireland, New Zealand, and Australia. Domain-specific differentiators include an automated Tax-Free Childcare and voucher reconciliation engine (reported to reduce admin time by 95%), Ofsted-compliant attendance and ratio management, an Ireland-specific EmyPay payment engine supporting Direct Debit, NCS subsidies, and Childcare Vouchers, and self-attested 95%+ WCAG 2.2 / European Accessibility Act conformance.
Enrolmy monetises through a tiered monthly subscription priced per 'Active Attendee' (attendees with at least one booking within a rolling six-month window), with automatic plan upgrades when limits are exceeded. Additional revenue streams include transaction facilitation via Stripe Connected Accounts, optional add-on products such as uCover payment protection, and value-added Success Services covering discovery, data migration, configuration, and training. The go-to-market is hybrid: demo-led B2B sales targeting activity providers, a self-serve marketplace funnel for both providers ('List an Activity') and parents (direct booking and payment), and country-specific localised sites enabling territory-level expansion. Legal contracting is conducted through 'Enrolmy UK & EU Limited', governed by English law, reflecting the UK as the company's primary operational market.
The company is privately held, founded by CEO Dean Pendergrast (previously founder of music-school franchise MusiqHub), CTO Mike Rickson, and CDO Andrew Martin, with Lucy Birch serving as Chief Operating Officer UK and Roxanne Watkins as Head of Customer Success. Platform-scale disclosures include 500,000+ families served, 12M+ sessions attended, £180M+ in paid invoices processed on the UK site, and 2,000+ providers listed on the marketplace. The company has historically been funded by small Callaghan Innovation R&D grants in New Zealand rather than institutional venture capital, and the CEO has publicly signalled both rapid expansion and 'new acquisitions on the horizon'.
Enrolmy firmographics
Firmographics- Name
- Enrolmy
- Legal name
- Enrolmy UK & EU Limited
- Website
- https://enrolmy.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Enrolmy is a vertical SaaS platform for children's activity providers (wraparound care, holiday camps, sports coaching, lessons, and franchises) offering bookings, payments, compliance, and parent communications across the UK, Ireland, New Zealand, and Australia.
- Ownership category
- akta.pro rank
Enrolmy industry classification
Industry- Product category
- Vertical SaaS for Children's Activity Management
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Childcare & Eldercare Caregiving Platforms (BPAMAHAJ)
Keywords
Where Enrolmy is headquartered
LocationHeadquarters
- HQ city
- Takapuna
- HQ country
- New Zealand
- HQ region
- Oceania
Offices4 records
Markets served
Enrolmy business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software subscription (Service Fees): Monthly subscription billed to activity providers/organisers, priced per the number of "Active Attendees" (attendees with one or more bookings within a rolling 6-month period). Providers exceeding plan limits are automatically moved to the next tier. Service Fees vary at Enrolmy's discretion with notice.
- Payment processing facilitation via Stripe: Enrolmy operates a payment gateway and facilitates payment processing through Stripe Connected Accounts, allowing organisers to accept credit card and other payments from end customers; takes a cut on payment flow while Organisers remain responsible for taxation and invoicing obligations.
- Professional/onboarding services (Success Services): Value-added implementation, discovery, workflow architecture, data migration, configuration, and user training services offered as part of onboarding for larger customers and franchise networks.
- Optional add-on features (uCover-style protection, major feature releases): Major feature releases may incur additional fees (optional adoption), and customer-facing optional add-ons such as uCover payment protection (£3 per child per day) are sold through the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Monthly | Active-Attendee-based subscription, priced per active attendee per rolling 6-month window |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels6 records
Enrolmy product offering
Product offeringCore offering
Enrolmy provides a cloud-based vertical SaaS platform that enables children's activity providers to schedule, market, manage and report on enrolments, bookings, payments, parent communications, staff scheduling, sign-in/out (via mobile and kiosk), Tax-Free Childcare/voucher reconciliation and Ofsted/NCS compliance. The platform is delivered as a subscription service tiered by Active Attendees, with an integrated two-sided marketplace allowing parents to discover and book activities listed by providers.
Product overview
Enrolmy is a single platform-plus-modules booking management SaaS for children's activity providers, organised around a core platform (bookings, payments, communications, compliance, reporting) and a set of vertical modules named after provider types: Wrap Around Care, Holiday Camps, Lessons and Classes, Sports Activities, Local Authorities and Franchise Network. Built-in sub-products extend the platform — notably EmyPay for end-to-end payments, the Enrolmy mobile app and on-site kiosk for attendance, the Enrolmy Marketplace for parent discovery, and Success Services for onboarding. The modules share the same core engine (voucher/Tax-Free Childcare reconciliation, automated invoicing, staff scheduling, Xero and Stripe integrations) and are tailored through configuration rather than separate codebases.
Differentiator
Problem solved
Functional benefit
Brands
- EmyPay: Enrolmy's branded payment processing and fee collection product, supporting credit/debit cards, direct debit, childcare vouchers, Tax-Free Childcare, auto charging, and recurring billing.
- EMY
Products and services
- Enrolmy Platform Unified booking, payment, communications, compliance and reporting SaaS platform that handles enrolments, parent communications, invoicing, voucher/TFC reconciliation, staff scheduling, attendance and health and safety for children's activity providers.
- Wrap Around Care software Purpose-built software for before- and after-school wraparound care providers, covering bookings, registers, staff-to-child ratios, parent communications and Ofsted-aligned compliance.
- Holiday Camps software Tools for holiday and activity camps supporting session scheduling, online bookings, payments, attendance and HAF (Holiday Activities and Food) programme delivery.
- Lessons and Classes software Flexible bookings and payment solution for term-time lessons, classes and recurring programmes (e.g., performing arts, music, language, tutoring) with self-service parent management.
- Sports Activities software Management tools for sports teams, clubs and individual coaches running football, tennis, multi-sport and performance programmes, including scheduling, registrations, payments and communications.
- Local Authorities solution Configuration for UK local authorities to power activities across their community, with reporting oversight and HAF programme management.
- Franchise Network software Software designed to power franchise networks of children's activity providers, with multi-site reporting, oversight and standardised processes.
- EmyPay Built-in payment engine supporting credit/debit cards, Direct Debit, auto-charging, recurring billing, childcare vouchers, Tax-Free Childcare, NCS subsidies and bank transfers, with automated invoicing, reminders and reporting.
- Enrolmy Marketplace (Find Activities / Discover) Public two-sided marketplace where parents discover and book children's activities listed by Enrolmy providers, with featured and trending activity surfacing.
- Enrolmy Success Services Professional services covering workflow architecture, data migration, configuration/optimisation and user training delivered by Enrolmy's Customer Success team as part of onboarding for providers and franchise networks.
Quantifiable outcome
- 95% reduction in voucher/Tax-Free Childcare admin time for HMRC providers
- +3 more outcomes
Companies that use Enrolmy
Customer profileNamed customers45 records
Segments9 records
Ideal customer profiles4 records
Enrolmy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature7 records
Enrolmy partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- StripecoreStripe provides payment processing services to Enrolmy organisers under the Stripe Connected Account Agreement and Stripe Terms of Service. Enrolmy is the platform of record for transactions, with Stripe handling credit-card payment rails; organiser payment details are tokenised and stored by Stripe per PCI standards. Enrolmy shares organiser information with Stripe as required to operate payments.
- XerocoreXero is the accounting platform that Enrolmy integrates with for financial reconciliation. Providers use Enrolmy + Xero to sync payments, refunds, and outstanding balances directly to Xero, eliminating manual entry and supporting clean bookkeeping (cited as a key customer benefit by Camp Glide and others).
- SACAminorSACA's logo appears in the Enrolmy website footer under a "Connect with us / Partners" section with a link to saca-pvi.co.uk, indicating a co-marketing or association-level partnership rather than a technical integration.
- Third-party payment processor (PCI-compliant tokenisation provider)coreEnrolmy does not store credit-card details; all payment details are tokenised and stored by certified, PCI-compliant third-party payment processors who provide Enrolmy with a secure token to perform payments on behalf of users (per the Privacy Policy).
- Third-party data processors (hosting and storage)coreEnrolmy uses third-party providers to store data including personal information and takes reasonable steps to ensure those processors meet privacy and security obligations under the Privacy Policy.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
Enrolmy competitors and assessment
Company assessmentBroad incumbents
- Peek Pro: Booking and operations software for tours, activities and experiences. Comparable on the booking/payments/operations layer for activity providers, though primarily positioned at tourism rather than children's activities.
- FareHarbor: Booking management platform for tours, activities and attractions (owned by Booking Holdings). Comparable on the provider-side booking, payment and channel-management layer though it focuses on tourism operators rather than children's activity providers.
- Mindbody: Large, established booking and business management platform for fitness, wellness and activity businesses. Overlaps with Enrolmy on bookings, payments and scheduling but addresses a much broader (mostly adult) customer base.
Direct peers
- Childcare.co.uk: UK marketplace for childcare, nurseries, wraparound care and childminders. Comparable as a UK two-sided marketplace serving parents and providers in the same broader childcare/activity category.
- BookIt: Activity-booking SaaS for kids' activity, sports and camp providers. Closely comparable to Enrolmy's provider-side booking and payment functionality for children's activity operators.
- iChild: UK directory and voucher/codes platform for children's activities and childcare. Comparable to Enrolmy's parent-facing marketplace plus voucher/Tax-Free Childcare angle in the same UK market.
- Hoop: UK parent-facing marketplace and app for discovering and booking children's activities, classes and camps. Overlaps directly with Enrolmy's parent marketplace ('Discover') and serves the same end-user discovery use case.
- ClassForKids: UK-based vertical SaaS for children's activity, class and sports providers, offering bookings, payments and parent management. Closest direct competitor to Enrolmy in the same UK SMB segment with overlapping feature set.
Emerging players
- TryBooking: Online ticketing and event/activity booking platform with a free/low-cost tier that competes for the same long-tail activity-provider segment as Enrolmy, particularly in Australia and the UK.
Regional players
- Kidzapp: Asia-based marketplace and booking platform for kids' activities, classes and camps. Comparable marketplace model for children's activities but focused on Asia-Pacific rather than UK/ANZ/IE.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Enrolmy social profiles
Digital presenceEnrolmy compliance and trust
Trust signalCompliance3 records
Enrolmy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Enrolmy leadership team
Management profileNumber of profiles
Profiles5 records
Enrolmy funding detail
Funding detailFunding overview
Funding rounds5 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Enrolmy 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 Enrolmy
What does Enrolmy do?
Enrolmy provides a cloud-based vertical SaaS platform that enables children's activity providers to schedule, market, manage and report on enrolments, bookings, payments, parent communications, staff scheduling, sign-in/out (via mobile and kiosk), Tax-Free Childcare/voucher reconciliation and Ofsted/NCS compliance. The platform is delivered as a subscription service tiered by Active Attendees, with an integrated two-sided marketplace allowing parents to discover and book activities listed by providers.
Is Enrolmy a public or private company?
Enrolmy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Enrolmy founded?
Enrolmy was founded in 2014. It employs 1 to 10 people.
Where is Enrolmy based?
Enrolmy is headquartered in Takapuna, New Zealand, in the Oceania region.
How does Enrolmy make money?
Four revenue lines are on record. Software subscription (Service Fees) is the primary driver. The others are payment processing facilitation via Stripe, professional/onboarding services (Success Services) and optional add-on features (uCover-style protection, major feature releases).
Who are Enrolmy's main competitors?
Broad incumbents on record are Peek Pro, FareHarbor and Mindbody. Direct peers are Childcare.co.uk, BookIt, iChild, Hoop and ClassForKids. TryBooking is listed as an emerging player. Kidzapp is listed as a regional player.
Does Enrolmy have an API?
No public API is recorded for Enrolmy.
What industry is Enrolmy in?
Enrolmy's product category is Vertical SaaS for Children's Activity Management. Its primary akta.pro industry code is BPAMAHAJ, Childcare & Eldercare Caregiving Platforms. Its NAICS code is 513210 and its SIC code is 7372.