Nurture
- Company typePrivate
- Founded2022
- HeadquartersSeattle, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
Nurture firmographics
Firmographics- Name
- Nurture
- Legal name
- Nurture Holdings, Inc.
- Website
- https://nurture.is
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Nurture industry classification
Industry- Product category
- Children's Educational Apps
- NAICS
- Software Publishers (5132), Educational Support Services (61171)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Learning Content Bundling & Subscription Passes (All-Access Libraries) (MPACALAL)
- akta.pro secondary industries
- Kids & Family Curated Content Platforms (MPACAKAL), Digital Learning & Course Subscriptions (CRAFAIAD)
Keywords
Where Nurture is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Markets served
Nurture business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Others
Revenue model
- Family Subscription: Annual subscription model at $36 per year providing full access to all Nurture adventures. Single price point with no in-app purchases or upsells. Subscription is the exclusive revenue model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual subscription with full access |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Nurture product offering
Product offeringCore offering
Nurture sells a single annual family subscription to an interactive storytelling mobile app for children ages 4-7 that transforms screen time into active learning through story-driven adventures where children make real decisions that shape narrative outcomes. The subscription ($36/year) provides unlimited access to all current and future adventures, with branded content from Care Bears, Crayola Scribble Scrubbie Pets, and Pocoyo, alongside original Nurture adventures targeting life skills such as curiosity, resilience, creativity, empathy, and critical thinking.
Product overview
Nurture offers a dual-product ecosystem: the Nurture App is an interactive storytelling platform for children ages 4-7 that builds life skills through story-driven adventures, paired with Nurture Academy, a parent knowledge hub providing science-backed resources on digital parenting and child development. The app features licensed character partnerships (Care Bears, Crayola Scribble Scrubbie Pets, Pocoyo) as branded adventure modules, alongside original content. Pricing is subscription-based at $36/year with no in-app purchases. The product is designed as a complete ecosystem supporting modern parents in raising confident, capable kids through both digital play experiences and educational content.
Differentiator
Problem solved
Functional benefit
Brands
- Nurture Academy: Science-backed resources and expert insights to help parents build kids' life skills, creativity, resilience, and connection.
Products and services
- Nurture App Interactive storytelling mobile app for children ages 4-7 that transforms screen time into growth time through story-driven adventures building life skills including creativity, curiosity, critical thinking, resilience, and empathy. Delivered as an annual subscription at $36/year with no ads, no in-app purchases, and COPPA-compliant privacy.
- Nurture Academy Science-backed parent knowledge hub providing resources, expert guidance, and practical tools for building kids' life skills, digital parenting, and screen time management. Features expert contributors including Dr. Rachel Kowert and Musa Roshdy.
- Care Bears x Nurture: Badge Buddy Care Bears x Nurture interactive adventure where children help Jojo restore Care Bears' belly badge powers while developing confidence, creativity, critical thinking, empathy, and emotional regulation.
- Crayola x Nurture: Scribble Scrubbie Pets Crayola x Nurture partnership featuring Scribble Scrubbie Pets characters in a story-driven adventure that builds creativity, problem-solving, empathy, and resilience through play, with parents receiving real-world activity prompts connecting digital play to physical creativity.
- Pocoyo Games by Nurture Pocoyo x Nurture interactive stories where children step inside the story to help Pocoyo and friends solve problems, building curiosity, flexible thinking, and resilience through play-based adventures.
- Scooter Park Fun Money skills adventure where children learn about spending, saving, and sharing coins to build something they care about through play-based activities.
Quantifiable outcome
- Children develop life skills including empathy, critical thinking, creativity, and resilience through interactive play
- +1 more outcomes
Companies that use Nurture
Customer profileSegments1 record
Ideal customer profiles1 record
Nurture technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Nurture partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship.
- Cloudco Entertainment (Care Bears)flagshipCreator of Care Bears franchise (40+ years). Partnership launched 'Badge Buddy' adventure where children help Jojo the kangaroo restore Care Bears' powers. Brand collaboration bringing empathy, kindness, and emotional intelligence to Nurture's interactive stories. Announced November 2025.
- Crayolaflagship120+ year heritage in children's creativity and art supplies. First partnership launched Scribble Scrubbie Pets adventure teaching creativity as a life skill. Parents receive real-world activity prompts connecting digital play to physical creativity. Currently USA-only.
- Animaj (Pocoyo)flagshipAI-powered studio behind Pocoyo (20+ years global preschool brand). Launched 'The Weekend Getaway' interactive story where children help Pocoyo and friends solve problems. Brings Pocoyo's curiosity-driven storytelling into Nurture's interactive format. First of planned series of Pocoyo adventures.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Nurture competitors and assessment
Company assessmentDirect peers
- Homer (Learn with Homer): Subscription early-reading and learning program for ages 2-8. Comparable subscription learning model and parent-pays positioning, though more reading-curriculum focused.
- ABCmouse (Age of Learning): Subscription early-learning curriculum for ages 2-8 covering reading, math, science, and art. Closely comparable subscription model, age range, and learning-focused positioning at scale.
- Khan Academy Kids: Free early-learning app for ages 2-8 covering reading, math, and social-emotional skills. Comparable target user and learning outcomes, though free vs. Nurture's subscription model — useful as the benchmark for parent expectations.
- Originator (Endless Alphabet/Reader): Suite of educational apps for preschool and early elementary (Endless Alphabet, Endless Reader, etc.) with interactive learning mechanics. Comparable age band and learning-game approach.
- Toca Boca: Play-based kids' app suite emphasizing creativity, imagination, and open-ended exploration. Comparable as a kids' creative play subscription product with strong brand affinity among parents of preschoolers.
- Epic!: Subscription digital library for kids 12 and under with books, videos, and learning content. Comparable subscription model and parent-pays framing, though Epic skews older and is more reading-focused.
- Lingokids: Subscription-based English/learning app for kids ages 2-8 with characters, games, and parent dashboard. Closely comparable as a paid kids' learning subscription targeting the same parent demographic with similar per-month/year pricing.
- Sago Mini (by Toca Boca): Subscription app for preschoolers (ages 3-5) with open-ended play, stories, and creative activities. Direct competitor in the same age band with similar creative/play-based learning positioning; owned by Toca Boca/Spinshock.
Emerging players
- Yoto: Screen-free audio player for kids with curated story and learning cards, including licensed IP partnerships. Partial overlap as a kids' storytelling/life-skills product with IP partnerships, though hardware-based rather than app-based.
Broad incumbents
- PBS Kids: Free, public-media-funded educational app and video ecosystem for kids ages 2-8. Overlaps with Nurture on learning outcomes and age band but free, much larger, and broader in scope.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Nurture social profiles
Digital presenceNurture compliance and trust
Trust signalCompliance2 records
Nurture financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nurture leadership team
Management profileNumber of profiles
Profiles9 records
Nurture funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nurture 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 Nurture
What does Nurture do?
Nurture sells a single annual family subscription to an interactive storytelling mobile app for children ages 4-7 that transforms screen time into active learning through story-driven adventures where children make real decisions that shape narrative outcomes. The subscription ($36/year) provides unlimited access to all current and future adventures, with branded content from Care Bears, Crayola Scribble Scrubbie Pets, and Pocoyo, alongside original Nurture adventures targeting life skills such as curiosity, resilience, creativity, empathy, and critical thinking.
Is Nurture a public or private company?
Nurture is a private company. It is classified as venture growth investor backed and is currently operating.
When was Nurture founded?
Nurture was founded in 2022. It employs 11 to 50 people.
Where is Nurture based?
Nurture is headquartered in Seattle, United States, in the North America region.
How does Nurture make money?
One revenue line is on record: family Subscription.
Who are Nurture's main competitors?
Direct peers on record are Homer (Learn with Homer), ABCmouse (Age of Learning), Khan Academy Kids, Originator (Endless Alphabet/Reader), Toca Boca, Epic!, Lingokids and Sago Mini (by Toca Boca). Yoto is listed as an emerging player. PBS Kids is listed as a broad incumbent.
Does Nurture have an API?
No public API is recorded for Nurture.
What industry is Nurture in?
Nurture's product category is Children's Educational Apps. Its primary akta.pro industry code is MPACALAL, Learning Content Bundling & Subscription Passes (All-Access Libraries), with a secondary code of MPACAKAL, Kids & Family Curated Content Platforms. Its NAICS code is 5132 and its SIC code is 7372.