What MentalUP does

MentalUP, operated by the Turkish joint-stock company Ayasis Yazılım ve Bilişim Teknolojileri Anonim Şirketi (founded circa 2016 in Istanbul, Turkey), is a gamified cognitive skills development platform targeting children aged 4-13 with secondary use by adults. The core product delivers 150+ adaptive brain exercises across memory, attention, logical reasoning, visual intelligence, verbal skills, and mathematics, designed in collaboration with academics and medical professionals from Yıldız Technical University. The product portfolio spans the main MentalUP mobile/web app (available on Google Play and Apple App Store), the school-specific MentalUP Akademi module with a teacher management panel for institutional deployment, the curriculum-aligned companion product Fedu.ai focused on Turkey's BİLSEM gifted-student exam preparation, and supporting cognitive assessments (Multiple Intelligence, Learning Style, and Right-Left Brain tests).

The company monetizes through a freemium subscription model for individual families, paired with direct B2B sales to schools and educational institutions via the Akademi and Kurumsal product lines. Distribution is anchored on product-led growth through mobile app stores with self-serve onboarding, supplemented by a content-heavy blog (covering cognitive development, exam preparation, and parenting), a free BİLSEM preparation e-book used as a lead magnet, and strong Turkish press coverage across Hurriyet, Milliyet, Sabah, Anadolu Agency, Fortune Turkey, and Webrazzi.

MentalUP has accumulated over 20 million registered users and a 4.8/5 app store rating, with 5 million new users added in 2022 across 15+ countries. Validated customers include the Okyanus Koleji private school network (whole-school primary deployment), Üsküdar Municipality's child education center, the KAÇUV Foundation for children with cancer, and endorsements from international universities including University of Washington, Indiana University, and Troy University.

Name

MentalUP

Legal name

Ayasis Yazılım ve Bilişim Teknolojileri Anonim Şirketi

Website

https://mentalup.net

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

MentalUP is a Turkish EdTech company offering a gamified cognitive skills development platform for children aged 4-13, monetized via freemium family subscriptions and B2B school deployment (Akademi), serving 20+ million registered users across 15+ countries.

Ownership category

akta.pro rank

Product category

Educational Technology Software

NAICS

Educational Support Services (61171), Educational Support Services (611710)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Special Needs Skill-Building & Therapy Learning Apps (Autism, OT/PT, Life Skills) (EDAFAKAJ)

akta.pro secondary industries

Behavioral Health & Neurocognitive Therapeutics (Digital) (HLACANAI), Cognitive Ability & General Intelligence Testing (BPACAMAB), Assessment, Screening & Progress Monitoring Tools (0–5) (EDACANAI)

Keywords

• Cognitive training games
• Educational brain exercises
• Gamified learning platform
• Children cognitive development
• Adaptive learning software

Headquarters

HQ city

Esenler

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Premium Subscription: MentalUP operates on a freemium model with a free tier offering limited access and a premium paid subscription unlocking all cognitive exercises, performance reports, and full content library. Subscription is available as individual/family plans. A corporate/institutional plan (MentalUP Kurumsal) is also offered for schools.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

MentalUP is a gamified cognitive skills development platform that delivers 150+ adaptive brain exercises targeting memory, attention, logic, visual intelligence, verbal skills, and mathematical reasoning for children aged 4-13 and adults. The platform provides personalized performance reports with peer benchmarking and offers a separate school-specific version (MentalUP Akademi) with teacher dashboards for institutional deployment.

Product overview

MentalUP is a gamified cognitive skills development platform for children ages 4–13 and adults, built around a core mobile/web application that delivers personalized brain exercises across memory, attention, logic, visual reasoning, and verbal skills. The portfolio includes the main MentalUP app, the curriculum-focused companion product Fedu.ai (specializing in BİLSEM exam preparation), the school-specific MentalUP Akademi module with a teacher panel, and the MentalUP Zeka Oyunlari (Brain Games) library of 150+ individual cognitive games. Supporting offerings include the free BİLSEM Hazirlik Kitabi (PDF), the MEB-issued BİLSEM Demo app, the Çoklu Zeka Testi (Multiple Intelligence Test), the Öğrenme Stili Testi (Learning Style Test), and the Sag-Sol Beyin Testi (Right-Left Brain Test) — all branded under the MentalUP ecosystem and interconnected through shared user accounts and cross-promotion. The parent company Ayasis Software and Bilişim Teknolojileri A.Ş. operates from Istanbul.

Differentiator

Problem solved

Functional benefit

Brands

• Fedu.ai: A curriculum-based educational platform that complements MentalUP's cognitive skill development with direct academic content for students, teachers, and parents. Also serves as the BİLSEM preparation application.

Products and services

• MentalUP An educational cognitive skill development application offering gamified brain exercises across memory, attention, logic, visual reasoning, and verbal skills for children ages 4-13 and adults, with personalized performance reports identifying cognitive strengths and areas for improvement.
• Fedu.ai A curriculum-based educational platform providing BİLSEM exam preparation with hundreds of adaptive exercises, 100+ trial exams, AI-powered performance analytics, and live competitions for gifted and talented student development.
• MentalUP Akademi A school-specific version of MentalUP with institutional content and a teacher management panel, designed for classroom use with student progress tracking for educational institutions.
• MentalUP Kurumsal (Corporate Solutions) Corporate solutions offering targeting schools and organizations seeking organizational deployment of MentalUP across multiple users or institutions.

Quantifiable outcome

• 20+ million users worldwide
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core, supporting and minor.

• Yıldız Technical University (YTÜ)coreStrategic or Co-development PartnerYıldız Technical University academics and medical professionals collaborated to design and scientifically validate the cognitive exercises in MentalUP. This is a foundational partnership providing academic credibility and scientific rigor to the platform's core content. YTU's endorsement appears prominently on the website as a key trust signal.
• TÜBİTAK (Scientific and Technological Research Council of Turkey)coreStrategic or Co-development PartnerMentalUP received TÜBİTAK support for research and development, indicating validation and funding from Turkey's premier scientific research institution. TÜBİTAK endorsement is displayed as a key credential on the platform's website.
• University College London (UCL)supportingStrategic or Co-development PartnerMentalUP's methodology has received UCL approval, adding international academic credibility to the platform's scientific foundation alongside YTU collaboration.
• Ruh Sağlığı Merkezi (Mental Health Center)coreStrategic or Co-development PartnerThe Ruh Sağlığı Merkezi certified MentalUP as a PEDAGOJİK ÜRÜN (Pedagogical Product), validating its safety and educational suitability for children. This certification is a key differentiator and trust signal for parents.
• Türk Telekom PİLOT ProgramminorStrategic or Co-development PartnerMentalUP was selected into and graduated from Türk Telekom's PİLOT startup accelerator program (4th cohort) in 2016, receiving early-stage mentorship, resources, and startup ecosystem validation. Presented at Demo Day event.
• Okyanus Koleji (Okyanus College)supportingChannel Partner/ Reseller/ DistributorOkyanus Koleji, one of Turkey's largest private school networks, has deployed MentalUP across all primary school students institution-wide, making it a key reference customer and channel partner demonstrating institutional adoption.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lumosity: Pioneer consumer brain-training platform offering gamified cognitive exercises across memory, attention, flexibility, and problem-solving. Directly comparable to MentalUP on product category, target audience (general consumers seeking cognitive improvement), and freemium mobile-app distribution model.
• Elevate: Mobile brain-training app with daily personalized cognitive workouts in attention, memory, math, and processing speed. Closely comparable to MentalUP on adaptive exercise design, freemium subscription model, and individual-user performance reporting.
• Peak (brain training): Gamified brain-training app developed with neuroscientists covering memory, attention, problem-solving, and language. Comparable to MentalUP on scientific credibility claims, gamified cognitive workouts, and freemium consumer subscription positioning.
• CogniFit: Cognitive assessment and brain-training platform with both consumer and professional/clinician offerings. Comparable to MentalUP on scientifically validated cognitive exercises, performance benchmarking, and dual B2C/B2B (school and clinical) positioning.
• Lingokids: Playlearning™ app for kids 2-8 offering gamified educational content in English, math, and STEM with a freemium subscription model. Comparable to MentalUP on parent-facing mobile subscription targeting young children, gamified educational content, and school-institution channel.
• NeuroNation: Scientific brain-training app offering personalized cognitive exercises for memory, attention, and reasoning with both consumer and clinical/coaching editions. Comparable to MentalUP on scientifically validated exercises, adaptive difficulty, and dual B2C/B2B positioning.

Broad incumbents

• Khan Academy Kids: Free, broad early-childhood education app from Khan Academy covering literacy, numeracy, and social-emotional development. Comparable as a broader educational app for the same parent demographic, though not focused on cognitive skill training specifically.
• ABCmouse: Age of Learning's flagship early-childhood curriculum app covering reading, math, science, and art for ages 2-8 with a subscription model. Comparable to MentalUP on parent-paid subscription for child cognitive/educational development, though much broader in scope.

Emerging players

• DragonBox: Kahoot! subsidiary offering gamified math and cognitive games for children, with strong European roots. Comparable to MentalUP on gamified cognitive/math learning for kids and a school-channel offering, though more narrowly focused on math rather than general cognition.
• EdClub: Provider of typing and computational-thinking curriculum used in K-12 schools with a school-channel sales motion. Comparable to MentalUP on the K-12 institutional deployment model and Turkish-rooted international EdTech growth path, though focused on different subject matter.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mentaluptr
• YouTubeyoutube.com/@fedu.ai_tr
• Facebookfacebook.com/mentaluptr
• Instagraminstagram.com/fedu.ai_tr

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors3 records

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

M&A

Investments

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

Frequently asked questions about MentalUP