The Incredible Years
The Incredible Years develops, distributes, and trains others to deliver evidence-based early intervention programs for parents, teachers, and children ages 0-12, monetizing through curriculum kit sales, training workshops, certification services, and a cloud-based video streaming subscription platform, with 2,100+ certified group leaders across 36 countries.
- Company typePrivate
- Founded1983
- HeadquartersSeattle, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What The Incredible Years does
The Incredible Years is a Seattle-based behavioral programs company (operating under parent company Empower Community Care) that develops, distributes, and trains others to deliver evidence-based early intervention curricula for parents, teachers, and children ages 0-12. The portfolio spans Parent Programs (Baby, Toddler, Preschool 2.0, Attentive, School Age, Advanced, Autism Spectrum, Well-Baby, Home Visiting Coach Model), Teacher Programs (Incredible Beginnings, Teacher Classroom Management, SEL Promotion), and Child Programs (Classroom Dinosaur Prevention and Small Group Dinosaur Treatment), all anchored on a video-vignette curriculum delivered via a proprietary cloud-based streaming platform (stream.incredibleyears.com) accessible across browser, desktop, tablet, and mobile.
The company's revenue model blends three distinct streams: (1) one-time curriculum kit sales (physical leader manuals, DVDs, puppets, posters, books, and worksheets priced $100-$1,070 depending on program); (2) training and certification services for group leaders, delivered online via Zoom ($3,150-$9,450 per cohort of up to 15) or in-person at client sites ($2,100-$2,500 per trainer-day plus travel); and (3) recurring subscription access to the streaming platform with multi-year and multi-user licensing. Distribution is primarily direct sales to schools, daycares, community centers, behavioral health organizations, and pediatric clinics, supplemented by a global certified provider network of 2,100+ certified group leaders spanning 36 countries. Consultation services with accredited trainers and ongoing fidelity maintenance further extend the revenue base.
Commercially, the business is differentiated by 40+ years of independent validation across 15+ regulatory and academic bodies (CASEL, Blueprints, NICE, EIF, WWC, OJJDP, NIJ, CEBC, Dutch Youth Institute) and by its standardized certification process that maintains program fidelity at scale. The company is founder-led by Carolyn Webster-Stratton, with a small (11-50 employees) operating team structured around executive, clinical, operations, and supply-chain functions under the Empower Community Care umbrella. Government-channel implementations (e.g., the Norwegian Ministry of Health, New Zealand Ministry of Education) and large-scale nonprofit deployments (Invest in Kids in Colorado, EPISCenter at Penn State) demonstrate a meaningful enterprise and institutional sales motion layered on top of the SMB-style curriculum kit sales.
The Incredible Years firmographics
Firmographics- Name
- The Incredible Years
- Legal name
- The Incredible Years
- Website
- https://incredibleyears.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Incredible Years develops, distributes, and trains others to deliver evidence-based early intervention programs for parents, teachers, and children ages 0-12, monetizing through curriculum kit sales, training workshops, certification services, and a cloud-based video streaming subscription platform, with 2,100+ certified group leaders across 36 countries.
- Ownership category
- akta.pro rank
The Incredible Years industry classification
Industry- Product category
- Social-Emotional Learning Programs
- NAICS
- Educational Support Services (611710)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Parenting Skills & Child Development Education (EDACALAA)
- akta.pro secondary industries
- Family Engagement & Parent-Facing Early Learning Content (EDAGACAJ), Digital/Interactive Curriculum Content (Apps, Games, Multimedia Lessons) (EDACAJAK)
Keywords
Where The Incredible Years is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Incredible Years business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Supply Chain, Operations, Marketing or Sales
Revenue model
- Program Curriculum Kits: Sale of physical program curriculum materials including leader manuals, video DVDs, activities, worksheets, posters, puppets, music, and books. Training is purchased separately from materials.
- Training Workshops: Revenue from training workshops delivered online or on-site. Organizations purchase training for their staff to become certified group leaders. Pricing varies by program type and delivery format.
- Streaming Access Subscriptions: Cloud-based streaming access to video vignettes and resources with multi-year and multi-user licensing options. Replaces physical DVD/USB distribution with automatic updates.
- Consultation Services: Ongoing consultation services from accredited IY trainers and mentors for administrators, group leaders, and therapists on implementation, clinical issues, and program fidelity.
- Certification and Accreditation: Certification process for group leaders including video review, application paperwork, and ongoing fidelity maintenance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Baby Parenting Program - Ages 0-12 months |
| Unit Pricing | Pay-as-you-go | Well-Baby Program - Ages 0-9 months |
| Unit Pricing | Pay-as-you-go | Toddler Parenting Program (Basic) - Ages 1-3 years |
| Unit Pricing | Pay-as-you-go | Attentive Parenting Program - Ages 2-6 years |
| Unit Pricing | Pay-as-you-go | Preschool Parenting Program 2.0 (Basic) - Ages 3-6 years |
| Unit Pricing | Pay-as-you-go | School Readiness Program - Ages 3-6 years |
| Unit Pricing | Pay-as-you-go | School Age Parenting Program (Basic) - Ages 6-12 years |
| Unit Pricing | Pay-as-you-go | Advanced Parenting Program - Ages 4-12 years |
| Unit Pricing | Pay-as-you-go | Autism Spectrum & Language Delays Parenting Program - Ages 2-5 years |
| Unit Pricing | Pay-as-you-go | Helping Preschool Children with Autism Program |
| Unit Pricing | Pay-as-you-go | Home Visiting Coach Model |
| Unit Pricing | Pay-as-you-go | Classroom Dinosaur Child Program (Prevention) - Ages 3-8 years |
| Unit Pricing | Pay-as-you-go | Small Group Dinosaur Child Program (Treatment) - Ages 4-8 years |
| Unit Pricing | Pay-as-you-go | Incredible Beginnings Program - Ages 1-5 years |
| Unit Pricing | Pay-as-you-go | Teacher Classroom Management Program - Ages 4-8 years |
| Unit Pricing | Pay-as-you-go | Teachers Promoting Social and Emotional Learning Program - Ages 4-6 years |
| Unit Pricing | Pay-as-you-go | Online Training - Basic Programs |
| Unit Pricing | Pay-as-you-go | Online Training - Baby Parent |
| Unit Pricing | Pay-as-you-go | Online Training - Incredible Beginnings |
| Unit Pricing | Pay-as-you-go | Online Training - Supplemental Programs |
| Unit Pricing | Pay-as-you-go | In-Person Training at Client Site |
| Subscription | Annual | Multi-User Streaming Discounts |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
The Incredible Years product offering
Product offeringCore offering
The Incredible Years develops and sells evidence-based early intervention programs (parent, teacher, and child programs for ages 0-12) as curriculum kits with video vignettes, dinosaur-themed materials, and puppets. Revenue is generated by selling the curriculum kits separately from training and certification workshops delivered online and on-site, supported by a cloud-based streaming platform for video content.
Product overview
The Incredible Years is a comprehensive suite of interlocking, developmentally-based early intervention programs for parents, teachers, and children (ages 0-12). The portfolio consists of Parent Programs (Baby, Toddler, Preschool, School Age, Advanced, Attentive, Autism, and Home Coaching), Child Programs (Classroom Dinosaur Prevention and Small Group Dinosaur Treatment), and Teacher Programs (Incredible Beginnings, Teacher Classroom Management, and SEL Promotion). Programs are delivered through curriculum kits with video vignettes, with training and certification services provided separately. A modern cloud-based streaming platform now delivers video content digitally alongside traditional DVD/USB formats.
Differentiator
Problem solved
Functional benefit
Brands
- Incredible Years Streaming: Cloud-based video streaming platform for accessing Incredible Years program video vignettes and resources, available via browser, desktop, tablet, or mobile app.
Quantifiable outcome
- Studies show $11 return for every dollar invested in social-emotional learning programs (CASEL.org)
- +5 more outcomes
Companies that use The Incredible Years
Customer profileNamed customers12 records
Segments6 records
Ideal customer profiles3 records
The Incredible Years technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The Incredible Years partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Empower Community Care (Parent Company)coreThe Incredible Years is operated under parent company Empower Community Care. The company is led by Executive Director Kortney Dale and founded by Carolyn Webster-Stratton, PhD.
Scale indicators7 records
Recent moves5 records
Expansion highlights6 records
The Incredible Years competitors and assessment
Company assessmentBroad incumbents
- Committee for Children (Second Step): Second Step is a widely adopted K-8 SEL curriculum distributed through schools and districts; IY competes with it in teacher- and child-facing programs. Larger portfolio and broader K-12 penetration make it a broad incumbent in adjacent curriculum.
- Zero to Three: National nonprofit providing training, resources, and curricula for early childhood professionals and parents of children 0–3. Overlaps with IY's Baby and Toddler programs in training-the-trainer model and family-facing content.
Direct peers
- Parents as Teachers: Home-visiting parent education model serving families with young children, sold to states, schools, and community agencies. Comparable audience (parents 0–5), evidence-backed curriculum, and certified-provider delivery model.
- Parent-Child Interaction Therapy (PCIT): PCIT is an evidence-based parent training program for young children with behavioral issues, delivered by certified therapists through training and consultation. Directly comparable target population (parents of conduct-problem children), evidence positioning, and certified-provider go-to-market.
- Nurse-Family Partnership: Evidence-based home-visiting program for low-income first-time parents, delivered through certified nurses. Comparable in evidence rankings (Blueprints), government funding model, and parent/child developmental focus.
- Strengthening Families Program: Family-skills training program for parents and children, recognized by SAMHSA and Blueprints and deployed internationally. Overlaps with IY's parenting-program portfolio and government-funded distribution model.
- Triple P International: Positive Parenting Program is the closest direct competitor — an evidence-based tiered parenting intervention sold globally to governments, schools, and providers, with similar practitioner certification and curriculum kit model. Highly comparable on customer base, revenue model, and product structure.
- GenerationPMTO (Oregon Model): Parent Management Training — Oregon Model is an evidence-based parenting intervention with structured group-leader certification and broad school/community implementation. Comparable in clinical approach, training model, and public-agency customer base.
- PATHS Program: Promoting Alternative Thinking Strategies is an evidence-based SEL curriculum for preschool and elementary classrooms with teacher training and curriculum kits. Direct peer in the teacher/child SEL curriculum category with similar CASEL-aligned positioning.
Emerging players
- Devereux Center for Resilient Children: Provides SEL and resilience-building assessments and curricula for early childhood settings and families. Adjacent competitor in the SEL/early-childhood curriculum space with shared school and behavioral health buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
The Incredible Years social profiles
Digital presenceThe Incredible Years compliance and trust
Trust signalCompliance14 records
The Incredible Years financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Incredible Years leadership team
Management profileNumber of profiles
Profiles7 records
The Incredible Years funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Incredible Years M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Incredible Years
What does The Incredible Years do?
The Incredible Years develops and sells evidence-based early intervention programs (parent, teacher, and child programs for ages 0-12) as curriculum kits with video vignettes, dinosaur-themed materials, and puppets. Revenue is generated by selling the curriculum kits separately from training and certification workshops delivered online and on-site, supported by a cloud-based streaming platform for video content.
Is The Incredible Years a public or private company?
The Incredible Years is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Incredible Years founded?
The Incredible Years was founded in 1983. It employs 11 to 50 people.
Where is The Incredible Years based?
The Incredible Years is headquartered in Seattle, United States, in the North America region.
How does The Incredible Years make money?
Five revenue lines are on record. Program Curriculum Kits are the primary driver. The others are training Workshops, streaming Access Subscriptions, consultation Services and certification and Accreditation.
Who are The Incredible Years's main competitors?
Broad incumbents on record are Committee for Children (Second Step) and Zero to Three. Direct peers are Parents as Teachers, Parent-Child Interaction Therapy (PCIT), Nurse-Family Partnership, Strengthening Families Program, Triple P International, GenerationPMTO (Oregon Model) and PATHS Program. Devereux Center for Resilient Children is listed as an emerging player.
Does The Incredible Years have an API?
No public API is recorded for The Incredible Years.
What industry is The Incredible Years in?
The Incredible Years's product category is Social-Emotional Learning Programs. Its primary akta.pro industry code is EDACALAA, Parenting Skills & Child Development Education, with a secondary code of EDAGACAJ, Family Engagement & Parent-Facing Early Learning Content. Its NAICS code is 611710 and its SIC code is 8200.