What Wizard by Pearson does

Wizard by Pearson is a Brazilian-anchored language education network operating as the language learning segment of Pearson plc, the British multinational education company that acquired Wizard in December 2013 for R$ 1.95 billion. The business runs on a franchise model with more than 1,000 school units across 800+ Brazilian cities and additional international presence in the USA, Japan, Paraguay, and Costa Rica, delivering courses in eight languages (English, Spanish, French, Italian, German, Chinese, Japanese, and Portuguese for foreigners) to 500,000+ enrolled students. The product stack centers on in-person classes at franchise units, supplemented by the Wizard ON online school launched in March 2020 (standardized at R$ 249/month), the WizMe mobile app with AI-driven pronunciation evaluation, the WizKids children's program with proprietary WizPen hardware, and the Future7 life-skills curriculum covering emotional intelligence, financial literacy, digital mindset, and logical thinking for ages 6-14.

The underlying technology combines a live virtual classroom platform (interactive whiteboards, file sharing, private communication rooms, capped at 12 students per class) with a mobile app layer offering real-time speech evaluation, all backed by Pearson's proprietary curriculum and international certifications (PEIC, Versant, Benchmark). The business earns revenue through a mix of franchisor royalties and fees on franchisee tuition (in-person), direct online enrollment revenue via Wizard ON, supplementary Future7 and WizKids fees, corporate B2B partnership discounts through employer-sponsored enrollment, and Pearson certification revenue. Marketing leverages free trial classes (2-4 free sessions), social media presence across TikTok, Instagram, YouTube, LinkedIn, Facebook and X, free downloadable e-books, and a free online English placement test as lead generation. Strategic positioning combines physical distribution density, Pearson-backed content credibility, and a multi-format (in-person + online + mobile) delivery model to serve children, teens, adults, and corporate employee cohorts across Brazil's diverse income and geography segments.

Name

Wizard by Pearson

Legal name

Wizard by Pearson

Website

https://wizard.com.br

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

51–100 employees

Short description

Wizard by Pearson is a Brazilian language education franchise network owned by Pearson plc, operating 1,000+ schools across 800+ Brazilian cities plus international units, delivering courses in 8 languages to 500,000+ students via in-person classes, the Wizard ON online platform, and the WizMe mobile app.

Ownership category

akta.pro rank

Product category

Language Education Services

NAICS

Language Schools (61163), Language Schools (611630)

SIC

Services-Educational Services (8200)

akta.pro primary industry

General Language Schools & Institutes (EDAMAFAA)

akta.pro secondary industries

AI-Powered Language Tutors, Chatbots & Speaking Practice Tools (EDAFAOAC), General Language Tutoring (Conversation & Fluency) (EDANACAA), Virtual World Language & Electives Providers (K–12) (EDAJADAK), Integrated Tutoring + Learning Content Platforms (Curriculum + Tutors) (EDANAGAL)

Keywords

• Language education
• English courses
• Language school network
• Online language learning
• Foreign language training

Headquarters

HQ city

Brasil

HQ country

Brazil

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Language Course Enrollment: Recurring subscription revenue from student enrollment in language courses (English and 7 other languages). Students enroll in annual modules with weekly classes. Revenue is generated through franchisee school units across Brazil.
2. Corporate Partnership Programs: 企业提供员工语言培训折扣合作，企业合作伙伴为员工争取学费优惠，推动企业培训需求。
3. Wizkids and Future7 Programs: Additional educational programs for children including English for kids (Wizkids), emotional intelligence, financial education, digital mindset, and logical thinking courses.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Wizard by Pearson operates the world's largest language school network, offering courses in 8 languages (English, Spanish, French, Italian, German, Chinese, Japanese, Portuguese) through over 1,000 franchise schools in Brazil and select international markets. The company delivers language education via in-person classes, the online Wizard ON platform, and proprietary tools including the WizMe mobile app with AI-powered pronunciation evaluation. It serves individual learners across all age groups (children, teens, adults) and also offers a corporate partnerships program for employee language training.

Product overview

Wizard by Pearson operates as a language education network offering a multi-product portfolio centered on language instruction. The core offerings include eight language courses (English, Spanish, French, Italian, German, Chinese, Japanese, Portuguese) delivered through in-person classes at over 1,000 physical schools and the online Wizard ON platform. The ecosystem includes the WizMe mobile app providing practice and pronunciation evaluation, specialized programs like WizKids (children 4+), English for Teens (11-14 years), and English for Adults (15+), plus supplementary offerings such as Future7 (financial education, emotional intelligence, digital mindset, logical thinking for ages 6-14) and a Corporate Partnerships Program for B2B enterprise discounts. The company operates through a franchise model across Brazil and internationally (USA, Japan, Paraguay, Costa Rica).

Differentiator

Problem solved

Functional benefit

Brands

• Wizard ON: Online language school with live classes, exclusive app, physical materials and support from Wizard units. Offers English and Spanish courses entirely online.
• WizMe
• Wizkids
• Future7

Products and services

• Wizard ON (Online Language School) Online language school offering 100% virtual English and Spanish courses with live interactive classes, dedicated teachers, and the full Wizard methodology delivered entirely online via the Wizard ON platform.
• WizMe Mobile App Personal assistant mobile app for practicing English with exercises, real-time AI-powered pronunciation evaluation, progress tracking, and aligned activities. Exclusive to Wizard students, available on Android and iOS.
• WizKids (English for Children)

Quantifiable outcome

• 500,000+ enrolled students
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Editora Dentro da História (DDH)minorGTM or Marketing Partner · 1 January 2026Wizard Wizkids program partnered with Editora Dentro da História for the 'Matricule e Ganhe' promotion. New students receive personalized books from the 'Minhas Emoções' collection where the child becomes the story's main character, along with e-books and digital posters.
• BBL (Brazilian Battle League)minorGTM or Marketing Partner · 1 August 2020Wizard by Pearson partnered with BBL, a major Latin American electronic entertainment holding, for the TFT Legends gaming competition. Wizard provided mentorship and training to competition winners, along with gamer equipment kits from Razer. This partnership targeted young audiences and leveraged esports to build brand affinity with the 16+ demographic.
• Corporate Partner CompaniescoreChannel Partner/ Reseller/ DistributorMultiple corporate partnerships including Porto Seguro, Petrobras, NotreDame Intermédica, Avon, Azul, Sodexo, Vochaufer, Gomide, and others offering employee discounts on language courses. Companies gain workforce development benefit while Wizard gains volume enrollment through employer channels.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CNA: One of Brazil's largest language school franchises offering English, Spanish, and other languages through a similar physical-school network and franchise model. Directly comparable in product, customer base, and franchise GTM motion.
• Fisk: Major Brazilian language school franchise with hundreds of units nationwide teaching English, Spanish, and other languages. Directly competes with Wizard on franchise distribution, course offerings, and target learner segments in Brazil.
• Cultura Inglesa: Traditional Brazilian English-teaching school chain with physical units and online offerings, focused primarily on English instruction for similar customer segments (children, teens, adults, corporate). Comparable on product, customer base, and physical-school model.
• CCAA: Brazilian language school franchise teaching English and Spanish through physical units and digital channels. Competes with Wizard in the same B2C/B2B segments using a similar franchise-based distribution model.
• Skill Idiomas: Brazilian English-language school chain with physical units and online options, targeting similar children, teen, and adult learner segments. Directly comparable on English-language product focus and Brazilian consumer base.

Emerging players

• Duolingo: Leading global mobile language-learning platform with freemium model covering dozens of languages. Comparable as a competing language-learning option for Wizard's target learners, particularly at the entry-level price-sensitive segment, though Duolingo does not offer live instruction or certifications.
• Babbel: Global subscription-based language learning app with structured curricula across multiple languages. Competes with Wizard ON in the digital/self-paced segment and pressures Wizard's online pricing and content depth.

Broad incumbents

• EF Education First: Global language education company offering language schools, online learning, study abroad, and corporate training. Comparable on physical-school + online hybrid model, international certifications, and corporate language training programs.
• Berlitz: Global language training provider with in-person and online instruction across many languages, including corporate and consumer offerings. Comparable on premium language instruction, international certifications, and corporate channel.

Others

• Pearson (parent): Parent company of Wizard; Pearson is a global education company providing assessment, content, and digital learning services. Wizard operates as Pearson's language-learning consumer brand and benefits from Pearson's content, certification, and distribution assets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/wizardbrazil
• YouTubeyoutube.com/c/WizardbyPearson
• Facebookfacebook.com/wizard.oficial
• LinkedInlinkedin.com/company/wizard
• Instagraminstagram.com/wizardbrasil.oficial
• TikToktiktok.com/@wizardbypearson

Compliance1 record

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 Wizard by Pearson