What Unifrog does

Unifrog Education Limited, incorporated in England and Wales (company number 08231699) and headquartered at 71-75 Shelton Street, London, operates a cloud-based SaaS platform on AWS infrastructure that serves as a whole-school careers and university destinations system for students aged 4-18. The platform unifies psychometric quizzes (Interests, Personality, Skills, Work Environments, anchored in Holland Codes), a content library of 600+ career profiles and 200+ university subject profiles, search tools covering UK undergraduate courses, Oxbridge colleges, 20,000+ English-taught international programmes, and UK apprenticeships, plus application tooling for personal statements, references, CVs, and placements management. It is integrated with school MIS systems via Wonde, with the Common Application for US/Canada university admissions, with Parchment for transcript submission, and with Google and Microsoft for single sign-on, while data is shared with HEAT and HESA for destination tracking.

The commercial model is B2B subscription, sold on a quote-based annual or multi-year basis to schools and colleges with no public price list and no free student tier outside a school partnership. Unifrog monetises a secondary layer of university and employer partnerships — 170+ university partners across 20+ countries and a roster of major UK employers (EY, PwC, NHS, Royal Navy, Tesco, Lloyds Banking Group, British Airways, National Grid, Schroders, Unilever) — who access the platform for student engagement, virtual events, and targeted recruitment. The customer base spans 4,000+ schools and colleges (60%+ of UK secondary schools and 1,000+ international schools) across 110+ countries, with 2M+ active students, 150,000+ teachers and advisors, and reported satisfaction metrics of 97.5% ease-of-use, 99.5% customer service satisfaction, and 98.5% willingness to recommend.

Go-to-market combines enterprise field sales organised by segment (UK schools, international schools, universities, employers), event-led demand generation through teacher conferences, careers fairs, and webinars, and community-led growth via teacher and counsellor Facebook groups and newsletters. The 2025 award slate (Education Technology Supplier of the Year at the Global Counsellor Awards plus four Education Technology Awards including Top Student Attainment Tool and Top Attainment Gap Reduction Tool) and the absence of any disclosed funding round or external investor indicate a privately held, bootstrapped-style operator that has scaled to meaningful ARR primarily through organic sales and word-of-mouth referrals rather than venture capital.

Name

Unifrog

Legal name

Unifrog Education Limited

Website

https://unifrog.org

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Unifrog is a London-based SaaS platform that provides whole-school careers and university destinations software to 4,000+ schools across 110+ countries, supporting students aged 4-18 with psychometric quizzes, course and apprenticeship search, application drafting, and work experience management, and monetises schools via annual subscriptions plus university and employer partnership revenue.

Ownership category

akta.pro rank

Product category

Education Technology / Career Guidance Software

NAICS

Educational Support Services (611710), Educational Services (611), Software Publishers (513210)

SIC

Services-Educational Services (8200), Services-Prepackaged Software (7372)

akta.pro primary industry

Career & College Readiness Platforms (Guidance, Planning, Scholarships) (EDAJAMAO)

akta.pro secondary industry

Internship/Apprenticeship Matching & Work-Based Learning Platforms (EDAFAMAL)

Keywords

• Careers guidance platform
• University application tools
• Apprenticeship search software
• Work experience management
• School destinations SaaS

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. School/College Subscriptions: Schools and colleges subscribe to the Unifrog platform through annual or multi-year service agreements. The platform is accessed via school accounts with students, teachers, and parents having individual logins. Pricing varies by school type and size.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Unifrog sells a cloud-based whole-school careers and destinations SaaS platform, licensed to schools and colleges, that guides students aged 4-18 through exploring careers, recording activities, comparing universities and apprenticeships, drafting personal statements and references, and managing work experience placements. The platform also serves universities and employers by providing access to a network of 4,000+ schools across 110+ countries for recruitment, events, and insights.

Product overview

Unifrog is a unified platform-plus-modules architecture serving as the 'universal destinations platform' for career and education guidance. The core Unifrog Platform integrates student-facing tools (Quizzes, Careers Library, Subjects Library, Know-how Library, Unifrog Courses, MOOCs comparison, Scholarships search), recording tools (Locker, Activities, Skills, Placements/WEX), application tools (CV, Personal Statement, References, UK Universities, Oxbridge, Apprenticeships, College/Sixth Form, International Universities, Common App integration), and communication tools (For You Feed, Talent Pool, Events). Teacher tools include management dashboards (Tracking, Messaging, Predicts, References, Alumni, Destinations), reporting (Charts, Highlight reports, Downloads, Gatsby reporting, Compass+ integration), and resources (Careers Year Plan, PSHE Pack, CPD courses, Conferences, Webinars). Parent Accounts provide separate access for parental engagement. The platform serves students aged 4-18 across 4,000+ schools in 110+ countries, with 2 million active students.

Differentiator

Problem solved

Functional benefit

Products and services

• Unifrog Platform The unified cloud-based SaaS platform that helps students aged 4-18 explore careers and education opportunities, record achievements, compare courses, draft applications, and manage work experience. It is licensed to schools and colleges and used by 4,000+ institutions across 110+ countries, with 2 million+ active students.
• Psychometric Quizzes (Interests, Personality, Work Environments, Skills) A suite of psychometric quizzes including Interests (Holland Codes linked to careers), Personality (linked to careers and university subjects), Work Environments, and Skills. Quiz results link directly to relevant career and subject recommendations.
• Careers Library Library of 600+ to 1,000+ career profiles featuring videos, data insights, and up-to-date Labour Market Information (LMI), with regional salary and job availability data for career exploration.
• Subjects Library Library of 100+ to 200+ university subject profiles with videos and wider reading suggestions to help students explore potential degree courses.
• Unifrog Courses Short online taster courses co-created with universities and employers, allowing students to sample subjects before committing.
• UK Universities Search Tool Tool to search and compare every undergraduate course in the UK, with filters and categorisation as aspirational, solid, or safe options for individual students.
• Oxbridge Tool Tool to compare every college at Oxford and Cambridge, with detailed information including costs, facilities, and admissions statistics.
• Apprenticeships Search Tool Tool to compare apprenticeships across the UK at intermediate, advanced, and higher levels, with filtering and shortlisting capabilities; source of 100,000+ apprenticeship shortlists per year.
• International Universities Search Tool Tool to compare 20,000+ English-taught degrees worldwide, supporting global university research for international school students.
• Personal Statement Tool Tool for drafting and receiving feedback on personal statements for university applications, with version tracking and teacher commenting.
• References Tool Tool for teachers to draft subject and overall references, with subject references compiled into overall reference drafts; students can suggest content to include.
• Placements / Work Experience Management Tool System for managing in-person and virtual work placements, including administration, Health & Safety, Risk Assessments, Insurance, Safeguarding, and GDPR compliance, employer database, student tracking, and evaluation forms. Used by 300,000+ students to organise work experience.
• Common App Integration Integration enabling students to manage US and Canada university applications through Unifrog, with document submission, transcript uploads, and application tracking.
• University Insights Portal Live data dashboards for university partners showing student engagement, destination popularity, geographic trends, and benchmarking against competitor institutions.
• Unifrog Events (Virtual Fairs and Webinars) Virtual fairs, webinars, and events where students hear directly from universities and employers about opportunities.
• PSHE Lesson Pack 80+ to 90+ plug-and-play PSHE lessons meeting DfE and PSHE Association objectives, mapped across year groups, with optional worksheets and editable content.

Quantifiable outcome

• 97.5% of schools describe Unifrog as 'very' intuitive and easy to use
• +6 more outcomes

Named customers27 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature9 records

Partnerships

28 partnerships are on record, tiered core and minor.

• WondecoreTechnology or IntegrationWonde integration enables automatic sync of student and teacher data between school Management Information Systems (MIS) and Unifrog platform. Reduces implementation friction for schools and ensures data accuracy across systems.
• Common ApplicationcoreTechnology or IntegrationBi-directional integration allowing students to manage US/Canada university applications through Unifrog. Teachers can upload transcripts and recommendations directly. Particularly important for international schools and US applicant tracking.
• ParchmentcoreTechnology or IntegrationIntegration enables submission of student documents (transcripts, recommendations) from Unifrog to universities via Parchment network. Streamlines international application document transfer.
• University of ChicagocoreStrategic or Co-development PartnerUniversity partner with enhanced profile on Unifrog platform. Participates in events, webinars, and direct student engagement through the platform. Part of 170+ university partner network.
• Imperial College LondoncoreStrategic or Co-development PartnerUniversity partner engaging with prospective students through Unifrog's school network. Uses platform to build teacher relationships and promote institution.
• University of BirminghamcoreStrategic or Co-development PartnerUniversity partner leveraging Unifrog's international school network to reach and connect with best-fit students. Part of 170+ university partners.
• Trinity College DublincoreStrategic or Co-development PartnerUniversity partner using Unifrog for student recruitment and engagement across the platform's school network.
• University of Hong KongcoreStrategic or Co-development PartnerInternational university partner engaging Asian students through Unifrog's global school network.
• Bocconi UniversitycoreStrategic or Co-development PartnerItalian university partner using Unifrog for international student recruitment and brand building among international school students.
• National University of SingaporecoreStrategic or Co-development PartnerInternational university partner leveraging Unifrog's reach across 110+ countries to attract diverse international student cohort.
• Parsons Paris (featured testimonial)minorStrategic or Co-development PartnerFeatured university partner providing testimonial on Unifrog's effectiveness for international student engagement.
• University of Leicester (featured testimonial)minorStrategic or Co-development PartnerUK university partner providing testimonial on using Unifrog to build diverse global community.
• EYcoreStrategic or Co-development PartnerEmployer partner using Unifrog to target students from areas with worse socio-economic outcomes. Uses virtual events and direct engagement features to reach diverse students.
• Royal NavycoreStrategic or Co-development PartnerEmployer partner participating in Unifrog careers fairs and engaging students about naval careers and apprenticeships.
• UnilevercoreStrategic or Co-development PartnerEmployer partner engaging students through Unifrog platform for early careers and apprenticeship recruitment.
• PwCcoreStrategic or Co-development PartnerProfessional services employer partner participating in careers fairs, webinars, and connecting with students via Unifrog.
• Dyson InstitutecoreStrategic or Co-development PartnerEmployer partner offering degree apprenticeships and engaging students through Unifrog's school network.
• TescocoreStrategic or Co-development PartnerMajor UK employer partner engaging students through Unifrog for apprenticeships and career opportunities.
• NHScoreStrategic or Co-development PartnerHealthcare employer partner reaching students interested in NHS careers and health sector apprenticeships through Unifrog.
• National GridcoreStrategic or Co-development PartnerEnergy sector employer partner using Unifrog to connect with students for apprenticeships in the energy industry.
• SchroderscoreStrategic or Co-development PartnerFinancial services employer partner engaging students through Unifrog for early careers and graduate programmes.
• Lloyds Banking GroupcoreStrategic or Co-development PartnerBanking and financial services employer partner using Unifrog for student engagement and apprenticeship recruitment.
• British AirwayscoreStrategic or Co-development PartnerAviation employer partner engaging students through Unifrog careers fairs and webinars about aviation careers.
• Renewable UKcoreStrategic or Co-development PartnerRenewable energy industry body partner engaging students with clean energy career opportunities through Unifrog.
• The Focus Training Group (employer partner)minorStrategic or Co-development PartnerTraining provider partner providing work experience placements, using Unifrog Placements tool for administration and tracking.
• Waterman Group (featured alumnus employer)minorStrategic or Co-development PartnerFeatured employer partner where Unifrog alumnus completed level 6 apprenticeship after discovering opportunity through platform.
• Edinburgh, Lancaster, IE Business SchoolcoreStrategic or Co-development PartnerAdditional university partners featured in Unifrog's partner showcase, part of the 170+ university partner network.
• Severn Trent Water (featured employer)minorStrategic or Co-development PartnerUtility company partner providing testimonial on Unifrog's work experience conference effectiveness for connecting with motivated teachers and career leaders.

Scale indicators15 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Xello: Canadian-based K-12 college, career, and future-readiness platform used by schools internationally. Closely comparable to Unifrog in serving secondary schools with career exploration, course search, and application tools, and increasingly active in the international schools segment.
• Kudos: UK-based careers guidance platform for secondary schools, colleges, and students. Direct competitor in the UK market, offering career exploration, course search, and labour-market information aligned with Gatsby Benchmarks.
• Start (Startprofile): UK-focused higher education guidance platform helping students research universities and apprenticeships. Overlaps with Unifrog's UK Universities, Apprenticeships, and Personal Statement tools for UK-based students and schools.
• Morrisby: UK-based psychometric career assessment provider used by schools and colleges. Comparable in the career-assessment and psychometric-quiz layer that Unifrog also offers, including interest and personality-based career recommendations.
• CASCAID: UK careers guidance platform from the same group behind Morrisby, offering career exploration and planning tools to schools and colleges. Competes with Unifrog in the UK careers-guidance market with similar content-library and curriculum-aligned resources.
• BridgeU (Instructure): International university guidance platform acquired by Instructure (Canvas). Directly comparable to Unifrog for international schools managing university applications across multiple countries, though now embedded in a larger LMS ecosystem.

Broad incumbents

• Naviance (PowerSchool): K-12 college and career readiness platform owned by PowerSchool, a major EdTech incumbent. Comparable product scope (career assessments, college search, application tools) but embedded in a much broader school administration suite, giving it scale advantages in US and select international markets.
• LinkedIn (Microsoft): Global professional network that increasingly targets students, schools, and early-career candidates via LinkedIn Learning and university partnerships. Adjacent competitor for career exploration, employer engagement, and university/employer recruitment marketing.

Regional players

• Futurewise (Careers in Education): Australian careers and pathways platform for schools. Comparable product (career exploration, course search, destinations tracking) but focused on the Australian market, providing a useful regional comparison point for international expansion.

Emerging players

• Handshake: College-to-career platform primarily serving US universities, students, and employers. Comparable on the employer/university-student matching and recruitment-marketing use case, though anchored in the US higher-ed market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/unifrog
• Facebookfacebook.com/unifrog
• LinkedInlinkedin.com/company/unifrog

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 Unifrog