Swivl
- Company typePrivate
- Founded2011
- HeadquartersMenlo Park, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
Swivl firmographics
Firmographics- Name
- Swivl
- Legal name
- Swivl, Inc.
- Website
- https://swivl.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Swivl industry classification
Industry- Product category
- Education Technology - AI-Powered Teacher Coaching and Reflection
- NAICS
- Educational Support Services (611710), Educational Support Services (61171), Exam Preparation and Tutoring (611691)
- SIC
- Services-Prepackaged Software (7372), Services-Educational Services (8200)
- akta.pro primary industry
- AI Tutoring Systems (Conversational Tutors, Homework Helpers) (EDAFAFAC)
- akta.pro secondary industries
- Institutional & Program Analytics (Enrollment, Retention, Outcomes) (EDAFAFAK), AI-Powered Tutoring & Study Assistant Platforms (EDANAGAD)
Keywords
Where Swivl is headquartered
LocationHeadquarters
- HQ city
- Menlo Park
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Swivl business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Supply Chain, Operations
Revenue model
- M2 Software Subscriptions: Annual per-user subscriptions for M2 platform at $250/year/user with features including unlimited activities, full insights, video recording, team integration of rubrics and system prompts. Free tier includes 2 activities with full insights per semester.
- Reflectivity Software Subscriptions: Annual per-user subscriptions at $100/year/user for Reflectivity platform including wireless uploading, editing, private sharing, timestamped commenting, rubric support, group collaboration, and team insights. Free to download and use basic features.
- M2 Robot Hardware: Sale of M2 robot hardware device - classroom aide that helps improve instruction with student participation tools
- CX Robot Hardware: Sale of CX Robot - original classroom capture solution with option to use M2 app
- Accessories: Sale of accessories including M2 Multi-Dock ($499), Carrying Case ($99), Wall Hanger ($29), USB-C headphones ($25), adapter kits ($49), and CX-Series components (Marker packs, cables, chargers)
- Growth Loan (External Funding): Growth loan from Decathlon Capital Partners received January 2025 to support expansion of Mirror and MirrorTalk products and accelerate product development
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | M2 Free Tier - 2 activities per semester with full insights |
| Subscription | Annual | M2 Team Plans at $250/year/user |
| Freemium | Pay-as-you-go | Reflectivity Free - Basic functionality at no cost |
| Subscription | Annual | Reflectivity Team Plans at $100/year/user |
| One time/ perpetual license | Pay-as-you-go | M2 Hardware - Classroom aide robot |
| Unit Pricing | Pay-as-you-go | Accessory products - M2 accessories and CX-Series components |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Swivl product offering
Product offeringCore offering
Swivl develops and sells AI-powered reflective technology products for educators and students, combining hardware classroom capture robots (M2 Robot, CX Robot) with cloud-based software platforms (M2, MirrorTalk, Reflectivity). The M2 AI Assistant provides real-time coaching, Live Tips during lessons, and post-session feedback reports aligned to uploaded lesson plans and customizable rubrics. The platform enables video-based reflection, group feedback exchange, and continuous instructional improvement for K-12 schools, Schools of Education, and higher education institutions.
Product overview
Swivl is a reflective technology company offering a platform-plus-products architecture. The core offering includes M2, an AI-powered classroom aide that provides coaching and feedback; MirrorTalk/M2 App for mobile AI-powered reflection; Reflectivity (formerly Swivl Teams) for video-based observation and collaboration; and Swivl Robot/CX Robot hardware for classroom video capture. Additional products include Swivl Capture, Capture+, and Screencast+ apps for video recording and screen capture. Accessories include M2 Multi-Dock, Swivl Link, headphones, adapters, and carrying cases. The products work together to support teacher professional development, student reflection, and instructional improvement across K-12, Schools of Education, and higher education markets.
Differentiator
Problem solved
Functional benefit
Products and services
- M2 AI-powered classroom aide and coaching tool that helps improve instruction at each tier with tools that help every student participate. Provides real-time feedback, live tips, and AI-generated coaching for teachers and students across K-12, Schools of Education, and higher education markets.
- M2 App (MirrorTalk) Mobile application for AI-powered reflective thinking. Building better reflective thinking foundations for students and teachers automatically through guided spoken reflections that assess learning, develop creative thinking, and provide instant feedback.
- Reflectivity Video-based observation and feedback platform for educators. Provides a simple, dynamic way for educators to reflect and exchange feedback in groups with tools for deep written and video-supported reflection and collaboration, including wireless uploading, timestamped commenting, rubric support, and team insights.
- Swivl Robot (M2 Robot) Classroom video capture solution with automatic subject tracking. Records teacher and student interactions with high-fidelity audio and video, enabling review and feedback after lessons. Compatible with M2 app for AI-powered coaching.
- CX Robot Original classroom capture solution that now offers option to use M2 app. Provides video recording with tracking capabilities for observation and professional development purposes.
- Swivl Capture App Core app for video capture and robot management. Can be used to record video and upload to Reflectivity library, or connected to Swivl Robot for tracking, recording, and live streaming.
- Swivl Capture+ App Supporting app for multi-camera setups. Brings students into the forefront of observations, allowing focus on their interactions from multiple perspectives inside the classroom by creating multi-camera recordings of both teacher and student perspectives simultaneously.
- Screencast+ App Desktop application for screen recording. Combines screen recording from laptop or desktop computer with Swivl video and incorporates presentations into Swivl projects. Available for Windows and macOS.
- M2 Multi-Dock Charging dock that mounts on the back of M2 with 3 remotes. Includes USB-C to 3.5mm audio splitters for connecting multiple headphones.
- Swivl Link Wireless adapter to connect Swivl Robot and a computer for integrated audio configuration. Replaces USB-A to USB-A cable.
Quantifiable outcome
- Scaled quality feedback to 1,200 students at University of West Alabama
- +2 more outcomes
Companies that use Swivl
Customer profileNamed customers21 records
Segments4 records
Ideal customer profiles3 records
Swivl technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability9 records
Feature7 records
Swivl partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- AptechminorInternational distribution partner for Swivl products
- ActivegroupminorInternational distribution partner for Swivl products
- VideocorpminorInternational distribution partner for Swivl products
- Connect SystemsminorInternational distribution partner for Swivl products
- AlmoeminorInternational distribution partner for Swivl products
- VM EducationminorInternational distribution partner for Swivl products
- Blue Fountain MediaminorInternational distribution partner for Swivl products
- Sitech SystemsminorInternational distribution partner for Swivl products
- Amazon AWScoreCloud storage and processing provider for Swivl Reflectivity platform. Data retention: 1 year since last use or 30 days after account deletion.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Swivl competitors and assessment
Company assessmentDirect peers
- Edthena: AI-powered video coaching platform for teachers, directly competing with Swivl's Reflectivity and M2 in the teacher observation and feedback category. Closest comparable on video-based instructional coaching.
- TeachBoost: K-12 teacher observation and evaluation platform offering video-based feedback and professional development tools. Directly competes in the instructional coaching workflow that M2 targets.
- BetterLesson: Teacher professional development and coaching provider serving K-12 districts and Schools of Education. Overlaps with Swivl's instructional coaching and reflection use cases.
- Otus: K-12 student information and data platform with built-in assessment and observation features. Competes in the broader teacher-evaluation and student-outcomes analytics category that M2 serves.
- Pear Deck: Interactive presentation and formative-assessment platform used by K-12 teachers, now part of GoGuardian. Competes for teacher-engagement minutes and instructional-improvement budgets.
Emerging players
- MagicSchool AI: AI assistant platform for teachers offering lesson planning, differentiation, and assessment generation. Competes with M2's lesson-plan-aware AI capabilities, though without the video-capture hardware layer.
- Curipod: AI-powered lesson creation and delivery platform for K-12 teachers. Competes at the AI lesson-planning intersection of Swivl's lesson-plan upload feature, without the video-coaching layer.
Broad incumbents
- PowerSchool: Dominant K-12 SIS and unified classroom platform serving most US districts. As a broad incumbent, its PowerBuddy AI and Unified Classroom products encroach on Swivl's teacher-coaching adjacency from a much larger installed base.
- Frontline Education: Broad K-12 administrative platform including professional development, observation, and evaluation modules. Overlaps with Swivl's instructional-coaching use case as part of a much wider HR/admin suite.
- Newsela: K-12 instructional content platform with AI features serving most US districts. Broad incumbent in the teacher-and-classroom workflow category where Swivl also competes for budget and engagement.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Swivl social profiles
Digital presenceSwivl compliance and trust
Trust signalCompliance1 record
Swivl financial estimates
Financial estimateRevenue estimate
Valuation estimate
Swivl leadership team
Management profileNumber of profiles
Profiles7 records
Swivl funding detail
Funding detailFunding overview
Funding rounds10 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Swivl 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 Swivl
What does Swivl do?
Swivl develops and sells AI-powered reflective technology products for educators and students, combining hardware classroom capture robots (M2 Robot, CX Robot) with cloud-based software platforms (M2, MirrorTalk, Reflectivity). The M2 AI Assistant provides real-time coaching, Live Tips during lessons, and post-session feedback reports aligned to uploaded lesson plans and customizable rubrics. The platform enables video-based reflection, group feedback exchange, and continuous instructional improvement for K-12 schools, Schools of Education, and higher education institutions.
Is Swivl a public or private company?
Swivl is a private company. It is classified as venture growth investor backed and is currently operating.
When was Swivl founded?
Swivl was founded in 2011. It employs 11 to 50 people.
Where is Swivl based?
Swivl is headquartered in Menlo Park, United States, in the North America region.
How does Swivl make money?
Six revenue lines are on record. M2 Software Subscriptions are the primary driver. The others are reflectivity Software Subscriptions, M2 Robot Hardware, CX Robot Hardware, accessories and growth Loan (External Funding).
Who are Swivl's main competitors?
Direct peers on record are Edthena, TeachBoost, BetterLesson, Otus and Pear Deck. Emerging players are MagicSchool AI and Curipod. Broad incumbents are PowerSchool, Frontline Education and Newsela.
Does Swivl have an API?
No public API is recorded for Swivl.
What industry is Swivl in?
Swivl's product category is Education Technology - AI-Powered Teacher Coaching and Reflection. Its primary akta.pro industry code is EDAFAFAC, AI Tutoring Systems (Conversational Tutors, Homework Helpers), with a secondary code of EDAFAFAK, Institutional & Program Analytics (Enrollment, Retention, Outcomes). Its NAICS code is 611710 and its SIC code is 7372.