MindPlay
MindPlay Education is a Tucson-based EdTech company founded in 1981 that provides cloud-based K-12 reading and math intervention software, selling SaaS subscriptions to schools, districts, and homeschool families across 48 US states.
- Company typePrivate
- Founded1981
- HeadquartersTucson, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What MindPlay does
MindPlay Education is a Tucson, Arizona-based educational software company founded in 1981 that develops, publishes, and distributes cloud-based K-12 personalized learning solutions focused on reading and math intervention. The company's flagship platform, MindPlay Reading Studio, unifies screening (Universal Screener, K-3 Dyslexia Screener, Lexile Assessment, Math Screener), adaptive on-screen reading instruction delivered by video-based speech-language pathologists using the Orton-Gillingham method, and a Lexile-driven personalized digital library containing English and Spanish titles, audiobooks, and 300+ decodable texts. MindPlay Math Coach extends the adaptive methodology to K-5 math using a Concrete-Representational-Abstract framework, while MindPlay Academy offers educator professional development. The platform is hosted on Windows Azure with geo-redundancy, integrates with Clever, ClassLink, and Google SSO, and holds ESSA Tier 2, Tier 3, and Tier 4 evidence designations validated by LXD Research and multiple universities.
MindPlay generates revenue primarily through SaaS subscription contracts (annual or multi-year) sold to K-12 schools and districts via a direct enterprise sales motion involving demonstrations, pilots, and district-level procurement, with additional direct-to-family month-to-month subscriptions for homeschool consumers and a Homeschool Buyers Co-op channel. The go-to-market emphasizes research-backed efficacy data and ESSA evidence tiers to appeal to district administrators and curriculum decision-makers, supported by content marketing, webinars, the Literacy Mindset Podcast, and education conference participation. Selected named customers include Lewisville ISD, San Dieguito Union High School District, Montgomery County (VA), Quanah ISD, and Palacios ISD. The company has served 8 million students across 48 of 50 US states since founding, expanded via the March 2023 acquisition of LightSail Education, and operates as a privately held company led by CEO Jeff Pendleton with no disclosed external funding rounds.
MindPlay firmographics
Firmographics- Name
- MindPlay
- Legal name
- MindPlay Education
- Website
- https://mindplay.com
- Company type
- Private
- Founded year
- 1981
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- MindPlay Education is a Tucson-based EdTech company founded in 1981 that provides cloud-based K-12 reading and math intervention software, selling SaaS subscriptions to schools, districts, and homeschool families across 48 US states.
- Ownership category
- akta.pro rank
MindPlay industry classification
Industry- Product category
- K-12 Educational Technology (Literacy and Math Intervention)
- NAICS
- Educational Support Services (61171), Exam Preparation and Tutoring (611691)
- SIC
- Services-Prepackaged Software (7372), Services-Educational Services (8200)
- akta.pro primary industry
- Adaptive Learning & Personalized Instruction Software (EDAJAMAE)
- akta.pro secondary industries
- Literacy & Reading Intervention Technology (EDAJAMAF), Dyslexia & Structured Literacy (Orton-Gillingham) Tutoring (EDANAFAB), Adaptive/Personalized Digital Learning Content (EDAGAEAH), Education & Learning Personalization (HDAAAGAL)
Keywords
Where MindPlay is headquartered
LocationHeadquarters
- HQ city
- Tucson
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MindPlay business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Subscription - MindPlay Reading Studio: Annual or multi-year subscription-based access to the MindPlay Reading Studio platform, including screening tools, reading coaching, personalized library, and reporting dashboards. Sold to schools, districts, and families.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Reading and Math Bundle - Month to Month Subscription |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
MindPlay product offering
Product offeringCore offering
MindPlay develops and sells a cloud-based K-12 personalized learning SaaS platform focused on reading and math intervention. The flagship product, MindPlay Reading Studio, unifies evidence-based screening tools (universal screener, K-3 dyslexia screener, Lexile assessment), adaptive reading instruction delivered by on-screen speech-language pathologists using the Orton-Gillingham method, and a Lexile-driven personalized digital library within a single dashboard. Adjacent offerings include MindPlay Math Coach for K-5 adaptive math instruction and MindPlay Academy for educator professional development.
Product overview
MindPlay is a K-12 personalized learning platform focused on reading and math education, built on the Orton-Gillingham method and aligned to the Science of Reading. The core product is MindPlay Reading Studio, a unified K-12 platform combining three main integrated modules: MindPlay Signals (screening: Universal Screener, K-3 Dyslexia Screener, Lexile Assessment, Math Screener), MindPlay Reading Coach (adaptive reading instruction with on-screen speech-language pathologists), and the MindPlay Personalized Library (Lexile-driven digital library with 300+ decodable books, audiobooks, and e-reader). Math instruction is provided through MindPlay Math Coach (K-5 adaptive math). Educator professional development is offered through MindPlay Academy. All products leverage adaptive technology, real-time data reporting, and are delivered as cloud-based SaaS.
Differentiator
Problem solved
Functional benefit
Brands
- MindPlay Reading Studio: Personalized reading intervention system with screening, reading instruction from an on-screen coach, and a personalized library.
- MindPlay Reading Coach
- MindPlay Signals
- MindPlay Math Coach
- Personalized Library
- MindPlay Academy
Products and services
- MindPlay Reading Studio A unified K-12 personalized reading intervention system combining screening, reading instruction from on-screen speech-language pathologists, and a Lexile-driven personalized library in one platform with a single dashboard and login. Sold to schools, districts, and families.
- MindPlay Reading Coach Adaptive reading instruction platform delivered by on-screen speech-language pathologists, providing personalized learning paths with phonological awareness, phonics, and comprehension instruction based on the Orton-Gillingham method.
- MindPlay Signals Universal and dyslexia screening and progress monitoring tool providing evidence-based assessments, actionable reports, and real-time data for K-12 reading skills across listening vocabulary, phonics, fluency, grammar, and comprehension.
- MindPlay Math Coach Adaptive K-5 math curriculum guided by the Orton-Gillingham method using systematic instruction, visual representation, and schema-based teaching with gamification elements, achievements, and real-time reporting.
- MindPlay Universal Screener Evidence-based K-12 reading assessment tool that identifies student strengths and growth areas across seven pillars of reading including listening vocabulary, counting sounds, phonics, comprehension, natural fluency, expected fluency, and visual scanning.
- MindPlay K-3 Dyslexia Screener Research-based K-3 dyslexia screening assessment that identifies early signs of dyslexia in approximately 15-25 minutes, evaluating rhyming, counting sounds, alphabet knowledge, sound-symbol recognition, spelling, letter discrimination, expected fluency, and RAN.
- MindPlay Lexile Assessment Reading ability assessment using the Lexile Framework for Reading that provides a Lexile score to match students with appropriately challenging texts and track reading growth over time.
- MindPlay Math Screener Adaptive math assessment tool that quickly and accurately measures student skill levels across math domains to identify strengths and areas of growth, providing actionable insights for personalized instruction.
- MindPlay Personalized Library Lexile-driven digital library offering thousands of high-interest fiction and nonfiction books in English and Spanish, including audiobooks, decodable texts, and an adaptive e-reader with visual and auditory accommodations; library content is automatically updated every 15 days.
- MindPlay Academy Online professional development platform offering educator courses including an Understanding Dyslexia course and a Comprehensive Reading course (30-hour program developed with Freeman Foundation support) for teacher professional development credit.
Quantifiable outcome
- 32% of second to sixth-graders reading at K-2 grade level achieved minimum two years skill growth in 2021-2022 study with LXD Research
- +5 more outcomes
Companies that use MindPlay
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles2 records
MindPlay technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability8 records
Feature11 records
MindPlay partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- LXD ResearchcoreThird-party research organization that conducted multiple efficacy studies on MindPlay reading programs including the 2021-2022 Ohio school district study, ESSA evidence reviews, and various quasi-experimental designs validating program effectiveness.
- MetaMetricscoreProvider of the Lexile Framework for Reading. MindPlay integrates Lexile measures for assessing student reading ability and matching students with appropriately leveled texts within the personalized library.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
MindPlay competitors and assessment
Company assessmentDirect peers
- Lexia Learning: Provider of Lexia Core5 and PowerUp, the most direct competitor to MindPlay Reading Studio in K-5 and adolescent reading intervention. Both companies sell ESSA-evidenced adaptive reading tools into US K-12 districts with similar Lexile-aligned assessment and instruction.
- Imagine Learning: Offers Imagine Learning Reading (formerly Imagine Learning Suite) and Imagine Reading, a K-12 adaptive reading intervention suite directly comparable to MindPlay's Reading Studio. Targets the same district and state-level reading initiatives including Science of Reading mandates.
- Curriculum Associates (i-Ready): i-Ready Diagnostic and Instruction is a widely adopted K-12 adaptive reading and math platform that competes head-to-head with MindPlay in district screening and intervention. Shares the K-12 SaaS, ESSA-evidenced, and Lexile-adjacent positioning.
- Renaissance Learning: Star Assessments and Accelerated Reader serve as both screening and personalized reading practice tools in K-12, closely overlapping with MindPlay Signals and Personalized Library. Long-standing district installed base makes it a primary competitor in renewal cycles.
- Amplify (mClass): Amplify mClass is a K-3 reading assessment and intervention suite with DIBELS alignment that competes with MindPlay Signals and the Dyslexia Screener for early literacy assessment dollars and Science of Reading-aligned intervention.
- Reading Eggs / Blake eLearning: Reading Eggs and Reading Eggspress provide adaptive K-6 reading instruction, competing with MindPlay Reading Coach in both school and homeschool/family channels. Strong international presence provides a comparable blended school-and-consumer go-to-market.
Broad incumbents
- Houghton Mifflin Harcourt: Major K-12 publisher with HMH Into Reading and Waggle, offering reading intervention as part of a broader core curriculum portfolio. Competes with MindPlay at the district level where buyers prefer bundled core-plus-intervention contracts.
- McGraw Hill: Provides K-12 reading solutions including Wonders and Reading Mastery alongside assessment products. Competes with MindPlay in district procurement where integrated core-instruction-plus-intervention bundles are preferred.
Emerging players
- Wilson Language Training: Wilson Reading System is a structured-literacy (Orton-Gillingham-aligned) intervention used for students with dyslexia, overlapping directly with MindPlay's structured-literacy approach. Differs in being primarily a teacher-led curriculum rather than adaptive software.
- Waterford.org: Waterford Early Learning provides adaptive reading, math, and science instruction for PreK-2, with an emphasis on equity-focused districts. Competes with MindPlay's K-5 math and early reading interventions in similar Title I and emergent bilingual segments.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
MindPlay social profiles
Digital presenceMindPlay compliance and trust
Trust signalCompliance3 records
MindPlay financial estimates
Financial estimateRevenue estimate
Valuation estimate
MindPlay leadership team
Management profileNumber of profiles
Profiles4 records
MindPlay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MindPlay M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MindPlay
What does MindPlay do?
MindPlay develops and sells a cloud-based K-12 personalized learning SaaS platform focused on reading and math intervention. The flagship product, MindPlay Reading Studio, unifies evidence-based screening tools (universal screener, K-3 dyslexia screener, Lexile assessment), adaptive reading instruction delivered by on-screen speech-language pathologists using the Orton-Gillingham method, and a Lexile-driven personalized digital library within a single dashboard. Adjacent offerings include MindPlay Math Coach for K-5 adaptive math instruction and MindPlay Academy for educator professional development.
Is MindPlay a public or private company?
MindPlay is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MindPlay founded?
MindPlay was founded in 1981. It employs 51 to 100 people.
Where is MindPlay based?
MindPlay is headquartered in Tucson, United States, in the North America region.
How does MindPlay make money?
One revenue line is on record: saaS Subscription - MindPlay Reading Studio.
Who are MindPlay's main competitors?
Direct peers on record are Lexia Learning, Imagine Learning, Curriculum Associates (i-Ready), Renaissance Learning, Amplify (mClass) and Reading Eggs / Blake eLearning. Broad incumbents are Houghton Mifflin Harcourt and McGraw Hill. Emerging players are Wilson Language Training and Waterford.org.
Does MindPlay have an API?
No public API is recorded for MindPlay.
What industry is MindPlay in?
MindPlay's product category is K-12 Educational Technology (Literacy and Math Intervention). Its primary akta.pro industry code is EDAJAMAE, Adaptive Learning & Personalized Instruction Software, with a secondary code of EDAJAMAF, Literacy & Reading Intervention Technology. Its NAICS code is 61171 and its SIC code is 7372.