What Data Literacy Academy does

Data & AI Literacy Academy is a UK-headquartered EdTech company founded in 2022 by Greg Freeman to close the gap between enterprise investment in data and AI technology and the workforce capability required to realise ROI. The company delivers enterprise-wide data and AI literacy programmes to large organisations across Financial Services, Utilities, Defence, Retail, Automotive, Pharma, and other regulated and consumer-facing verticals, with named customers including BAE Systems, Bentley, Marks & Spencer, VISA, SSE, United Utilities, Coventry Building Society, Blue Cross Blue Shield North Dakota, VINCI Facilities, and Grant Thornton (the latter under a £1 million programme partnership). Public sector exposure is established through a partnership with the Scottish Digital Office.

The product portfolio spans two delivery modes: instructor-led Live Online Education with change management overlay, and the OnDemand self-paced SaaS platform launched in July 2025. Core offerings include CPD-accredited Data Literacy Certifications, AI Literacy Programmes covering generative AI, agentic AI, and prompting, and supporting Change Management and Executive Strategy engagements. An AI-powered learning companion called Coach, trained on the proprietary curriculum, is integrated across both delivery modes. The company is UKAS-registered, UK GDPR-compliant, and has delivered 3,500+ certifications to date. In April 2026 it rebranded from Data Literacy Academy to Data & AI Literacy Academy to reflect its expanded AI literacy scope.

The business operates a horizontal B2B enterprise sales motion with quote-based annual subscription or site licence pricing, supplemented by channel partnerships with consulting firms including Grant Thornton and Amplifi. Pre-seed funding of approximately US$500,000 was led by Haatch Ventures in January 2023, after which the company grew headcount 377% to 40+ FTEs and achieved 260% year-on-year revenue growth between 2023 and 2024, exceeding its 2024 revenue target by 153%. Recognition includes British Data Awards 2024 Start-Up of the Year, Sifted 100 #23 (UK & Ireland), LinkedIn Top Startups, and DataIQ Best Data Academy or Skills Programme (via Coventry Building Society).

Name

Data Literacy Academy

Legal name

Data Literacy Academy Ltd

Website

https://dl-academy.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Data & AI Literacy Academy is a UK EdTech company that delivers CPD-accredited data and AI literacy training, certifications, and change management to enterprise workforces across Financial Services, Utilities, Defence, Retail, and other verticals, via instructor-led and OnDemand SaaS delivery.

Ownership category

akta.pro rank

Product category

Enterprise Education and Training Services

NAICS

Computer Training (61142), Professional and Management Development Training (611430), Educational Support Services (611710), Software Publishers (513210)

SIC

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

akta.pro primary industry

Data & Information Literacy (Search, Evaluation, Misinformation) (EDAAAIAI)

akta.pro secondary industries

AI & Emerging Technology Literacy (EDAAAIAJ), Data, AI & Analytics (EDAAAPAD), Education & Learning Personalization (HDAAAGAL), Data Science & Analytics (Data Literacy, SQL, Visualization) (EDAMACAF), AI & Machine Learning (Foundations & Applied) (EDAMACAG)

Keywords

• Data literacy training
• AI literacy education
• Enterprise learning programs
• Accredited certification training
• Workforce upskilling services

Headquarters

HQ city

Northwich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Enterprise Training Programmes: Company-wide data and AI literacy programmes delivered to enterprise clients including VINCI Facilities and other organizations. Pricing likely involves per-employee or enterprise licence model.
2. Public Sector Training: Partnership with Scottish Digital Office for public sector data training initiatives

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Data Literacy Academy sells enterprise data and AI literacy education to large organisations through instructor-led Live Online Education programs and a scalable self-paced SaaS platform called OnDemand. Its offerings include CPD-accredited Data Literacy Certifications, AI Literacy Programmes covering generative and agentic AI, tailored Change Management engagements, and Executive Strategy workshops — augmented by an AI-powered learning companion (Coach) trained on the company's curriculum.

Product overview

Data & AI Literacy Academy operates a dual-delivery platform model: Live Online Education provides instructor-led programmes with change management for enterprise transformation, while the OnDemand Platform delivers scalable, self-paced e-learning via SaaS. The portfolio includes CPD-accredited Data Literacy Certifications and AI Literacy Programmes covering foundational concepts through agentic and generative AI. Supporting services include Change Management and Executive Strategy engagements. Coach, an AI learning companion trained on the curriculum, is integrated into both delivery methods to provide 24/7 personalised guidance. The company rebranded from Data Literacy Academy to Data & AI Literacy Academy in April 2026 to reflect its expanded AI literacy offerings.

Differentiator

Problem solved

Functional benefit

Brands

• OnDemand: A smart, scalable, self-paced learning platform designed to deliver data and AI learning to enterprise teams, including frontline and deskless workers. Features personalized learning pathways and an AI-powered learning companion called Coach.
• Coach

Products and services

• Live Online Education Instructor-led live online learning programmes delivered with a change management lens to drive cultural adoption and measurable business impact, offering CPD-accredited certifications and 1:1 support from data and AI leaders for enterprise teams.
• OnDemand Platform Enterprise-grade, scalable self-paced SaaS e-learning platform delivering personalised data and AI learning pathways to entire workforces including frontline and deskless employees, with bite-size lessons, progress tracking, and an integrated AI learning companion.
• Data Literacy Certifications CPD-accredited certifications in data literacy, customisable for different learning levels, developed by education experts with a focus on practical outcomes, and available as a standalone certification offering for enterprise learners.
• AI Literacy Programmes Programmes covering foundational AI concepts and ethics through to decision-making with AI and responsible scaling, including pathways for agentic AI, generative AI, prompting, and specialist content for leaders and data professionals.
• Change Management Tailored change management programmes delivered alongside executive teams to drive hearts-and-minds adoption and enable workforce confidence to leverage data and AI products.
• Executive Strategy Executive workshops, strategy sessions, and roadmapping support prioritising leadership buy-in and delivering consistent tangible value for business and data executives through better alignment.

Named customers7 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

AI capability3 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• Grant ThorntoncoreStrategic or Co-development Partner£1 million data literacy programme partnership
• PendlecoreStrategic or Co-development PartnerStrategic partnership for enterprise AI training
• AmplificoreStrategic or Co-development PartnerPartnership to close the gap between data strategy and workforce readiness
• DataIQcoreGTM or Marketing PartnerStrategic partnership with data professional body
• DigdataminorGTM or Marketing PartnerCommunity partnership with Data Inspiration Group
• The Data Inspiration GroupminorGTM or Marketing PartnerPartnered for hiking event to raise funds for charity
• Scottish Digital OfficecoreStrategic or Co-development PartnerPartnership for public sector data training with Digital Office for Scottish Local Government
• VINCI FacilitiescoreStrategic or Co-development PartnerCompany-wide data and AI literacy programme
• United UtilitiescoreStrategic or Co-development PartnerEnterprise training partnership for utility company

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• DataCamp: Online data and AI skills learning platform selling to individuals and enterprises. Highly comparable: overlapping product (self-paced data/AI courses), overlapping enterprise GTM, and a directly competing AI-powered tutoring assistant.
• Udacity: Enterprise-focused tech and AI upskilling provider with nano-degree style programmes. Comparable: similar buyer (enterprises reskilling workforces), similar AI/data curriculum, and a strong self-paced SaaS delivery model.
• General Assembly: Provider of enterprise training in data, AI and digital skills with instructor-led and self-paced formats. Comparable: same buyer (corporate L&D), same workforce-readiness thesis, and similar emphasis on bootcamp/cert-style outcomes.
• Pluralsight: Enterprise technology skills platform with deep coverage of data and AI topics. Comparable because both target enterprise L&D buyers with curated, role-based learning paths and analytics.

Broad incumbents

• Degreed: Enterprise learning experience and skills platform used by L&D teams to deliver and measure upskilling. Comparable because it competes for the same L&D budget, integrates third-party content including data/AI, and provides analytics on workforce capability.
• Coursera for Business: Enterprise arm of a major MOOC platform with broad academic and industry content including data/AI. Comparable as a broader incumbent competing for the same enterprise L&D budget with far larger content libraries and university partnerships.
• edX for Business: Enterprise arm of the edX MOOC platform offering curated data, AI and tech learning tracks. Comparable as a broader incumbent in enterprise upskilling with strong academic and credentials orientation.

Regional players

• Avado: UK-based professional and digital skills training provider (now part of UAL) selling apprenticeships and bootcamps to enterprise L&D. Comparable as a UK-headquartered peer targeting the same enterprise buyers for workforce transformation.
• The Knowledge Academy: UK-headquartered provider of professional training and certifications across tech, data and business topics. Comparable in geographic focus, accreditation-led positioning, and enterprise training delivery model.

Emerging players

• Apolitical: Learning network for public servants covering digital, data and AI skills. Comparable because of the public-sector training overlap (similar to Data Literacy Academy's Scottish Digital Office partnership) and the data-literacy curriculum positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/data-literacy-academy

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 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 Data Literacy Academy