What Big Life Journal does

Big Life Journal is a private, direct-to-consumer educational products company that develops and sells science-based growth mindset and social-emotional learning (SEL) resources for children, teens, adults, and educators. Founded in 2017 and headquartered in Boston, the company builds its content library with child psychologists and grounds it in Dr. Carol Dweck's growth mindset research, brain plasticity, and positive psychology. The catalog spans physical guided journals for ages 5–11 (Daily Edition, 2nd Edition), tweens/teens 11+, and adults 18–99, plus 90+ ancillary SKUs including printable PDF kits (growth mindset, confidence, worry toolbox, screen time balance, resilience, emotional intelligence, goal-setting), conversation and affirmation cards, parenting masterclasses, teaching guides, a screen-free children's podcast (Big Life Kids, 12M+ downloads), and the Big Life Universe: Transmissions podcast.

The company monetizes through a multi-stream DTC model: one-time physical journal sales at $24–$29 USD, digital PDF kits at $8.95–$53.85, the GrowthMinded subscription membership ($75–$240, with a podcast tier at $5.75/month after a 7-day free trial), parent coaching calls at $75, and masterclasses at $99. Distribution runs through its own Shopify storefront with multi-currency support (USD, GBP, AUD, CAD, NZD, SGD) and shipping to the US, Canada, UK, EU, Australia, New Zealand, Hong Kong, and Singapore. Growth is driven product-led: free lead magnets (5-Day Growth Mindset Challenge, 21-Day Gratitude Challenge) feed email nurture, with organic social (Instagram, Facebook, Pinterest), earned media placements (Today.com, NY Times Wirecutter, USA Today, Insider, Independent), and strategic partnerships such as the April 2025 Golden Learners collaboration with Goldfish Swim School for autism families. The company is founder-led (CEO Alexandra Eidens) and operates with a stated 1–10 person team serving a base of over 2 million parents and educators.

Name

Big Life Journal

Website

https://biglifejournal.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Big Life Journal is a Boston-based private DTC company that sells science-based growth mindset and SEL journals, printable kits, cards, masterclasses, and a podcast to children, teens, adults, educators, and homeschoolers via its Shopify storefront and GrowthMinded subscription.

Ownership category

akta.pro rank

Product category

Children's Educational Publishing

NAICS

Book Publishers (513130), Periodical Publishers (513120), Software Publishers (5132), Other Publishers (51319)

SIC

Books: Publishing Or Publishing & Printing (2731), Book Printing (2732), Services-Prepackaged Software (7372), Miscellaneous Publishing (2741)

akta.pro primary industry

Children’s Activity & Workbook Publishing (MPAJAFAG)

akta.pro secondary industries

Social-Emotional Learning (SEL) & Life Skills Trade (EDAGAIAH), Children’s Activity & Practice Books (Workbooks, Puzzles, Handwriting) (EDAGAIAE), Children’s Audio Publishing (Audiobooks & Podcasts) (MPAJAFAI), Family Engagement & Parent-Facing Early Learning Content (EDAGACAJ), Social-Emotional Learning (SEL), Health & Wellbeing Curriculum (EDAGAAAF)

Keywords

• Growth mindset journals
• Social emotional learning
• Children self esteem resources
• Family conversation cards
• Parenting masterclasses

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Physical Journals: Sale of hardcover growth mindset journals for kids (ages 7-10), tweens/teens (11+), and adults (18+). Prices range from $24-$28 USD per journal. Bundles offer savings with Buy One Get One 40% off promotions.
2. Digital Printable Kits: PDF printable kits and bundles sold as digital downloads. Products include confidence kits, goal-setting kits, worry toolbox, screen time toolkits, and growth mindset printable kits. Various price points from $8.95 to $53.85 USD.
3. Conversation & Affirmation Cards: Physical card products including Joy Conversation Cards (125 cards), Dream Affirmation Cards (52 cards), and Growth Mindset Conversation Cards. Bundle pricing available.
4. GrowthMinded Membership: Subscription membership ($75-$240 USD range) offering access to all resources. Includes the Big Life Universe: Transmissions Podcast (Ages 6-11) with 7-day free trial then $5.75/month.
5. Masterclasses & Coaching: Parent coaching call (30 minutes) at $75.00 USD. Masterclasses covering topics like negative self-talk ($99), frustration tolerance, and child cooperation.
6. Partnership Licensing: Partnership with Goldfish Swim School providing their sensory-focused Mini-Kit and GrowthMinded platform trial to participating families.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Big Life Journal designs, develops, and sells science-based growth mindset journals, printable PDF activity kits, family conversation and affirmation cards, parenting masterclasses, audio podcasts, and a subscription membership (GrowthMinded) aimed at helping children, teens, and adults build resilience, self-esteem, and emotional intelligence through guided reflection and activities developed with child psychologists.

Product overview

Big Life Journal is a science-based personal development company offering a comprehensive suite of products focused on growth mindset and social-emotional learning for children, teens, and adults. The core product line consists of guided journals (Big Life Journal for Kids ages 5-11 in Daily and 2nd Edition formats, Tweens & Teens Edition ages 11+, and Adult Edition ages 18-99) featuring activities developed with child psychologists based on research from Dr. Carol Dweck and others. The portfolio extends through subscription membership (GrowthMinded), printable PDF kits (Growth Mindset, Confidence & Self-Esteem, Worry Toolbox, Screen Time Balance, Resilience, Emotional Intelligence, Goal-Setting), family card games (Joy Conversation Cards, Dream Affirmation Cards, Know Me If You Can), parenting masterclasses and ebooks, teaching guides, podcasts (Big Life Kids with 12M+ downloads, Big Life Universe Transmissions), and bundled offerings. Products are available in physical and digital formats, with digital kits accessible through the GrowthMinded platform. The company serves families, educators, and homeschoolers across multiple age groups with evidence-based SEL resources.

Differentiator

Problem solved

Functional benefit

Brands

• GrowthMinded: A membership platform offering access to all Big Life Journal resources, parenting masterclasses, and tools for supporting children's development
• Big Life Kids
• Big Life Universe: Transmissions

Products and services

• Big Life Journal - 2nd Edition (ages 7-10) A science-based hardcover guided journal for children ages 7-10 featuring colorful illustrations and engaging activities to develop growth mindset, resilience, and self-esteem through guided reflection prompts developed with psychologists.
• Big Life Journal - Daily Edition (ages 5-11) A daily guided hardcover journal with interactive activities, growth mindset stickers, and prompts for children ages 5-11 to build confidence and emotional intelligence.
• Big Life Journal for Tweens & Teens (ages 11+) A science-based guided journal helping tweens and teens develop resilient growth mindsets through activities focused on discovering brain power, turning negative self-talk positive, setting goals, and overcoming challenges.
• Big Life Journal (ages 18-99) A guided journal for adults to manage self-sabotaging inner voice, transform mindset, and develop positive thinking through practical lessons and writing prompts.
• GrowthMinded Membership A membership subscription ($75-$240 USD range) providing access to all Big Life Journal resources including confidence-building materials, conflict resolution tools, and behavioral guidance resources.
• Big Life Universe: Transmissions Podcast (Ages 6-11) A screen-free audio show that builds child confidence through engaging storytelling, available free for 7 days then $5.75/month as part of the GrowthMinded platform.
• Growth Mindset Kit For Tweens/Teens PDF (ages 11+) A 50-page printable kit with reflective writing prompts, posters, activities, and coloring pages designed for tweens/teens to develop growth mindset skills including positive self-talk and goal-setting.
• Best Sellers Bundle PDF (ages 5-11) A printable bundle combining the Growth Mindset Kit, Challenges & Resilience Kit, Growth Like a Butterfly, Self-Love Kit, Growth Mindset Challenge, Positivity Challenge, Gratitude Challenge, and affirmation activities for children ages 5-11.
• Confidence & Self-Esteem Kit PDF (ages 5-11)

Quantifiable outcome

• Children develop higher self-esteem, greater resilience, and strengthened love of learning
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Goldfish Swim SchoolcoreStrategic or Co-development Partner · 14 April 2025Big Life Journal partnered with Goldfish Swim School for the Golden Learners program launched during National Autism Acceptance Month. The program provides participating families with a sensory-focused Mini-Kit and 7-day free trial to Big Life Journal's GrowthMinded platform. The partnership addresses water safety concerns for children with autism, who are 160 times more likely to drown according to Autism Society Florida.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Slumberkins: Children's social-emotional learning and mindfulness brand selling plush characters, affirmation cards, and educator resources — directly comparable product portfolio (affirmation cards + SEL curriculum) and overlapping customer (parents of young children).
• Callisto Media: Independent publisher producing children's activity books, workbooks, and parenting non-fiction under imprints like Rockridge Press — operates in the same DTC workbook/activity category serving parents and educators with downloadable and printable content.
• Sounds True: Multimedia publisher of mindfulness, self-development, and parenting audio/books — directly comparable as it monetizes growth-mindset and adult personal-development content through subscriptions, audio, and physical products.
• Barefoot Books: Independent children's publisher combining illustrated books, activity kits, and educator resources — directly comparable as a content-led SEL/learning brand selling through DTC and educator channels with a similar product mix.
• Insight Editions: Publisher of mindfulness, journaling, and self-help titles including the Mindful Kids activity-book series — directly comparable as it produces workbooks and journals for children/adults in the SEL category.

Broad incumbents

• Scholastic: Largest U.S. children's book and educational publisher with direct school-district distribution — broad incumbent whose SEL/educational offerings compete for the same teacher and parent budgets at much greater scale.
• Workman Publishing: Established trade publisher with deep activity-book and parenting catalogs (e.g., Brain Quest) — broad incumbent publishing similar parenting/workbook content at greater scale across retail channels.
• Headspace: Major mindfulness subscription brand with dedicated kids/family content offerings — broad incumbent creating cognitive and brand competition in the parent-facing mindfulness category Big Life Journal occupies.
• Penguin Random House (Children's Division): Largest global trade publisher with extensive children's and activity-book catalog — broad incumbent whose workbook and parenting titles compete head-to-head and could replicate Big Life Journal's growth-mindset positioning at scale.

Emerging players

• Tinybop: Children's educational app publisher focused on creative, emotional, and scientific learning — emerging player overlapping on digital SEL/learning products for kids via subscription mobile apps.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/biglifejournal
• Instagraminstagram.com/biglifejournal
• Pinterestpinterest.com/biglifejournal
• Xx.com/biglifejournal
• LinkedInlinkedin.com/company/big-life-journal

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Big Life Journal