Illustrative Mathematics

What Illustrative Mathematics does

Illustrative Mathematics is a 501(c)(3) nonprofit organization founded in 2011 at the University of Arizona by mathematicians Bill McCallum and Kristin Umland, becoming an independent entity in 2013 and headquartered in Oro Valley, Arizona. It develops and distributes problem-based K-12 mathematics curricula under the IM v.360 umbrella, spanning IM TK Math (launching Fall 2026), IM K-5 Math, IM 6-8 Math (with an accelerated pathway), and IM 9-12 Math. Curriculum content is available free as Open Educational Resources via AccessIM.org and is also distributed commercially through three IM Certified partners—Kendall Hunt (print), Imagine Learning (enhanced digital), and Kiddom (AI-powered platform)—supplemented by a certified professional learning network and additional supplemental partners.

The business model blends freemium reach with licensing, royalties, and professional services revenue. The free OER channel under Creative Commons builds adoption and funnels districts into paid commercial versions sold by partners, while direct revenue is generated through IM Certified Professional Learning delivered by trained facilitators on-site or virtually, and through foundation grants from major philanthropies (Gates, Carnegie, Chan Zuckerberg Initiative, Heising-Simons, Hewlett, Kellogg). Reach metrics include approximately 3.6 million students, 89,000 teachers, 2,313 districts, and 44,700 professional learning attendees, with 39 states served in 2024-2025.

The technology stack centers on standards-aligned curriculum design, an AccessIM.org digital delivery platform, the IM Resource Hub, and integrated third-party AI capabilities through Snorkl, Kiddom, and Coteach AI partnerships. Distribution combines self-serve OER access with enterprise channel partner sales and direct professional learning delivery, supported by content marketing, social media, webinars, and conference presence. The organization has secured state-level adoptions including Utah's K-8 Recommended Primary designation and California framework alignment, and holds all-green EdReports ratings across all review gateways for IM v.360 K-12.

Name

Illustrative Mathematics

Legal name

Illustrative Mathematics

Website

https://illustrativemathematics.org

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Illustrative Mathematics is a 501(c)(3) nonprofit that develops and distributes problem-based K-12 mathematics curricula as free OER through AccessIM.org and commercially via IM Certified partners (Kendall Hunt, Imagine Learning, Kiddom), serving approximately 3.6 million students across 2,313 U.S. districts with companion professional learning services.

Ownership category

akta.pro rank

Product category

K-12 Mathematics Curriculum

NAICS

Educational Support Services (611710), Elementary and Secondary Schools (6111), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200), Services-Prepackaged Software (7372), Miscellaneous Publishing (2741)

akta.pro primary industry

Mathematics Instruction (School-Delivered) (EDAJAFAG)

akta.pro secondary industries

K–12 Digital Curriculum & Interactive Lessons (EDAGAEAA), Core Digital Curriculum & Courseware (Full Programs & Units) (EDAFACAA), K–12 Remedial Math & Numeracy Intervention (EDANAJAB)

Keywords

• K-12 math curriculum
• Open educational resources
• Mathematics professional learning
• Standards-aligned curriculum
• Problem-based instruction

Headquarters

HQ city

Arizona

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. OER Free Curriculum Access: Free open educational resource (OER) curriculum available to all under Creative Commons license, generating reach and adoption that drives partner referrals.
2. IM Certified Partner Licensing: Partnership model where IM Certified distribution partners (Kendall Hunt, Imagine Learning, Kiddom) sell printed materials and enhanced digital versions of IM Certified curricula.
3. Professional Learning Services: Direct professional learning delivery through IM Certified facilitators to schools and districts, offered on-site or virtually, with curriculum-based training packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels12 records

Core offering

Illustrative Mathematics develops and publishes problem-based K-12 mathematics curricula (IM v.360, IM K-5, IM 6-8, IM 9-12, IM TK) distributed as free Open Educational Resources (OER) via AccessIM.org and through IM Certified distribution partners (Kendall Hunt, Imagine Learning, Kiddom) that provide enhanced print and digital versions. The curricula are complemented by IM Certified Professional Learning services delivered to schools and districts by trained facilitators.

Product overview

Illustrative Mathematics is a nonprofit organization offering a comprehensive suite of K-12 mathematics curricula built on a problem-based instructional model. The core product is IM v.360, available across grade bands: IM TK Math (transitional kindergarten, launching Fall 2026), IM K-5 Math, IM 6-8 Math (with accelerated pathway), and IM 9-12 Math. The curricula are distributed as free Open Educational Resources (OER) via AccessIM.org and through IM Certified distribution partners (Kendall Hunt, Imagine Learning, Kiddom) who provide enhanced print and digital experiences. The product suite is complemented by IM Certified Professional Learning services delivered by trained facilitators. The organization also partners with technology providers like Kiddom and Snorkl to deliver AI-enhanced features.

Differentiator

Problem solved

Functional benefit

Brands

• IM Math v.360: Comprehensive problem-based K-12 math curriculum released in 2024 as the latest version of the IM curriculum
• IM TK Math
• IM MathLab
• AccessIM

Products and services

• IM v.360 A cohesive, problem-based K-12 mathematics curriculum built on the principle that all students are capable learners of grade-level mathematics. Available as free OER through AccessIM.org or through IM Certified distribution partners with enhanced digital and print experiences.
• IM TK Math A play-based Transitional Kindergarten mathematics curriculum that combines inquiry and structured play to support mathematical thinking, creativity, and collaboration for young learners, available Fall 2026.
• IM K-5 Math A problem-based mathematics curriculum for grades K-5 that invites students to talk and write about math, listen to ideas, justify thinking, and critique reasoning to develop mathematical understanding.
• IM 6-8 Math A problem-based mathematics curriculum for middle school grades that includes an accelerated pathway option (IM 6-8 Math Accelerated) compacting grades 6-8 standards into a two-year curriculum.
• IM 9-12 Math A problem-based high school mathematics curriculum covering Algebra 1, Geometry, Algebra 2, and Statistics, designed to encourage problem-solving skills students need to understand the real world.
• IM Certified Professional Learning Expert-led, curriculum-based professional development for teachers and leaders to implement IM v.360 with integrity, available on-site or virtually through a network of IM Certified facilitators.

Quantifiable outcome

• LAUSD schools using IM Math gain 3-4 additional months of learning each year compared to comparable non-IM schools
• +4 more outcomes

Named customers10 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

Feature5 records

Partnerships

14 partnerships are on record, tiered core and minor.

• KiddomcoreTechnology or Integration · 8 December 2025Partnership to launch Kiddom IM v.360 Maryland, a new math curriculum for K-8 and high school in Maryland scheduled for 2026-27 school year. Combines IM's evidence-based curriculum with Kiddom's AI-powered Learning Intelligence Technology to support Maryland's revised standards and enhance instruction and assessment.
• SnorklcoreTechnology or Integration · 1 December 2025Partnership to develop AI-powered feedback tools to enhance math education through personalized, interactive learning experiences. Snorkl develops learning observation and feedback capabilities for mathematics education.
• Kendall HuntcoreChannel Partner/ Reseller/ DistributorIM Certified curriculum distribution partner and print provider of upgraded IM v.360 curriculum. The Kendall Hunt version is the pure, untouched print version—unaltered and unedited, aligning directly with IM's free digital version. Also offers professional learning opportunities.
• Imagine LearningcoreChannel Partner/ Reseller/ DistributorIM Certified curriculum distribution partner offering comprehensive IM v.360 with enhanced resources including classroom-ready print books, customizable digital lessons, interactive tools, assessments, and exclusive features like digital centers and videos. Original premium partner supporting districts for implementation.
• Imagine LearningcoreImplementation/ SI/ Consulting PartnerIM Certified professional learning partner providing professional learning experiences aligned with customer needs.
• Mathematics Institute of WisconsinminorImplementation/ SI/ Consulting PartnerIM Certified supplemental and professional learning partner developing high-quality services and materials to support successful implementation of IM Certified curricula, including professional learning experiences.
• BetterLessonminorImplementation/ SI/ Consulting PartnerIM Certified supplemental and professional learning partner offering professional development and academic content support for IM curriculum implementation.
• hand2mindminorImplementation/ SI/ Consulting PartnerIM Certified supplemental partner providing manipulative kits and student/teacher support resources to complement IM curriculum implementation.
• TalkingPointsminorImplementation/ SI/ Consulting PartnerIM Certified supplemental partner offering services to support academic improvement through family engagement and communication tools.
• MMSLN (Michigan Math and Science Leadership Network)minorImplementation/ SI/ Consulting PartnerIM Certified professional learning partner providing professional learning programs for Illustrative Mathematics in Michigan region.
• New Visions for Public SchoolsminorImplementation/ SI/ Consulting PartnerIM Certified supplemental and professional learning partner supporting implementation of IM Certified curricula in New York City area.
• Teaching LabminorImplementation/ SI/ Consulting PartnerIM Certified supplemental partner offering professional learning experiences to help educators bring IM vision to life.
• MathTalkminorImplementation/ SI/ Consulting PartnerNew IM Certified partner expanding early math learning beyond the classroom by connecting mathematics learned in school to the world around students.
• The Young People's ProjectminorImplementation/ SI/ Consulting PartnerIM Certified supplemental partner supporting math education through advocacy and student-focused initiatives.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Great Minds: Great Minds produces Eureka Math (EngageNY), a directly competing OER-aligned K-12 math curriculum with a similar free-OER-plus-print distribution model and strong EdReports ratings; comparable in grade-band coverage and district adoption profile.
• Open Up Resources: Open Up Resources publishes a problem-based, OER K-12 math curriculum (Open Up Math) and operates a similar free-core/premium-partner model; a direct competitor in OER math curriculum for schools and districts.
• Math Learning Center: Math Learning Center produces Bridges in Mathematics, a K-12 problem-based math curriculum widely adopted by U.S. districts; directly comparable OER math curriculum with similar pedagogy and free-access distribution.
• Zearn: Zearn provides K-8 math curriculum and digital learning tools aligned to Eureka/IM-style problem-based instruction and is widely adopted by U.S. elementary schools; directly comparable in math curriculum and digital delivery.

Emerging players

• Carnegie Learning: Carnegie Learning offers MATHia adaptive math software and middle/high school curricula with AI-driven tutoring; comparable as a math-specific curriculum + technology provider serving similar K-12 districts.
• Khan Academy: Khan Academy offers free K-12 math content and increasingly teacher- and district-facing tools; comparable as a free OER math learning platform with growing school/district adoption.

Others

• Imagine Learning: Imagine Learning is both an IM Certified distribution partner and a broader K-12 curriculum provider (including Illustrative Mathematics-branded editions and its own platforms); relevant as a channel partner and adjacent curriculum competitor.

Broad incumbents

• McGraw-Hill Education: McGraw-Hill is a major K-12 educational publisher with math curriculum offerings (e.g., Reveal Math, Glencoe); a broad incumbent competing for the same district math adoption budgets as IM.
• Pearson Education: Pearson is a global education publisher with K-12 math curriculum and assessment products (e.g., enVision); a broad incumbent competing for the same district adoption cycles.
• Houghton Mifflin Harcourt: HMH publishes K-12 math programs (e.g., Into Math) and competes directly for state and district adoptions; a broad incumbent in the same procurement cycles.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/IllustrateMath
• YouTubeyoutube.com/@illustrativemathematics1991
• Facebookfacebook.com/illustratemath
• LinkedInlinkedin.com/company/illustrative-mathematics
• Instagraminstagram.com/illustrativemathematics

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds1 record

Investors1 record

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 Illustrative Mathematics