What Apprentice Nation does

Apprentice Nation is a UK-based digital careers platform targeting 16-24 year olds, produced by RockCorps Limited (Company No. 09651862). The company combines live and recorded music content from UK artists (RAYE, Headie One, AJ Tracey, Kojey Radical, Cat Burns) with career guidance, apprenticeship discovery, and skills training. The core product suite comprises The Show (live and virtual events), the Skills Hub (on-demand video learning and webinars), Go Far (job and apprenticeship listings), a credit-based Rewards Programme, the Youth Advisors Network (community leadership), Mentor Sessions, and an Apprenticeships Discovery sub-platform. Recent additions include the EE LearnSmart Hub content series (October 2024) and the City & Guilds-backed Work Ready programme (November 2024). The platform is web-based, accessible via desktop and mobile browsers, with content also distributed through YouTube and Spotify.

The platform is entirely free for end users and monetizes exclusively through brand partnerships. Revenue streams consist of brand sponsorships (BT as Lead Partner, plus EE, Amazon, Google, Samsung, Lucozade) and content/event sponsorships. Corporate partners gain youth audience reach, employer branding, apprenticeship talent pipelines, and DEI alignment, while Apprentice Nation delivers experiential events (e.g., a Cat Burns gig inside Amazon's Dartford fulfilment centre) and content hubs (e.g., the EE LearnSmart Hub). Distribution is further extended through channel partnerships with Multiverse, Rate My Apprenticeship, GetMyFirstJob, Creative Access, ScreenSkills, and Prince's Trust. The company is headquartered in London, has 11-50 employees, and is led by Stephen Greene CBE (CEO of RockCorps and Producer of Apprentice Nation) with co-founder Matt Mason.

Apprentice Nation reports a community of 26,000+ users, with survey outcomes indicating 85% of participants gained new work-ready skills and 75% reported a confidence boost about their future. It is recognized as addressing the UK youth unemployment rate of 13.6% for 16-24 year olds. The company has won the 2024 Sponsorship Awards and Purpose Awards, and the parent RockCorps entity has a 15-year track record engaging 180,000+ people across 10 countries.

Name

Apprentice Nation

Legal name

ROCKCORPS LIMITED

Website

https://apprenticenation.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Apprentice Nation is a UK digital careers platform for 16-24 year olds that combines live music, artist-led content, and skills training with apprenticeship discovery. It is free for users and monetizes through brand partnerships with major corporates including BT, EE, Amazon, Google, Samsung, and Lucozade.

Ownership category

akta.pro rank

Product category

Youth Career Development Platform

NAICS

Apprenticeship Training (611513), Technical and Trade Schools (6115), Professional and Management Development Training (611430)

SIC

Services-Employment Agencies (7361), Services-Educational Services (8200)

akta.pro primary industry

Internship/Apprenticeship Matching & Work-Based Learning Platforms (EDAFAMAL)

akta.pro secondary industries

Apprenticeships, Internships & Work-Based Learning Programs (BPACANAK), Youth & Young Adult Workforce Programs (Out-of-School Youth) (EDAAAOAD), Asynchronous Tutoring (Q&A, Essay Review, Homework Help) Platforms (EDANAGAC), Standalone Creator Course Platforms (Branded Schools) (MPACALAB)

Keywords

• Youth career platform
• Apprenticeship discovery
• Career skills training
• Music career content
• Youth engagement platform

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Brand Partnerships: Primary revenue stream from brand partnerships with companies (BT, Amazon, Google, Lucozade, EE, Samsung) who sponsor the platform to reach and engage youth audiences aged 16-24 through music events, career content, and apprenticeship opportunities. Brands gain access to youth culture, talent pipeline, and DEI alignment.
2. Content and Event Sponsorship: Sponsorship revenue from brands sponsoring specific content series, events, or programmes within the platform (e.g., EE LearnSmart Hub content, Lucozade Shape Your Future campaign).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Apprentice Nation is a free digital careers platform for UK youth aged 16-24 that combines live and virtual music artist events (The Show), on-demand career skills video content and live webinars (Skills Hub), apprenticeship and job discovery (Go Far), and a credit-based rewards system. The platform is fully free for young people and is funded through brand partnerships with major UK companies seeking to engage youth audiences and access apprenticeship talent pipelines.

Product overview

Apprentice Nation is a free digital platform for 16-25 year olds combining entertainment, education, and career support. The core offering consists of The Show (live and virtual music events with career content), the Skills Hub (on-demand videos and webinars), and Go Far (apprenticeship and job discovery). A credit-based Rewards Programme incentivizes engagement, while the Youth Advisors Network provides leadership development. Content distribution extends to YouTube and Spotify, with a recent EE LearnSmart Hub partnership expanding reach. The platform is produced by RockCorps Limited, registered in England and Wales (Company No. 09651862).

Differentiator

Problem solved

Functional benefit

Products and services

• The Show Live in-person and online virtual music artist events combining entertainment performances with career advice for registered Apprentice Nation members aged 16-24.
• Skills Hub On-demand video platform and live webinar offering featuring career content from UK music artists, industry experts, and Apprentice Nation Skills Leaders. Users earn credits for completed content to unlock rewards.
• Go Far Career opportunities section providing access to apprenticeship listings, job vacancies, workshops, and courses in partnership with employers and apprenticeship providers.
• Rewards Programme Credit-based incentive system where members earn credits by watching Skills Hub videos and attending events. Credits are redeemed for rewards including Amazon vouchers, tech prizes, mentor sessions, and meet-the-artist opportunities.
• Youth Advisors Network Leadership programme allowing members to meet peers, build CV credentials, and provide input on the future direction of the Apprentice Nation programme.
• Apprenticeships Discovery Platform Educational resource explaining apprenticeships, featuring myth-busting videos, application guidance, and curated apprenticeship opportunities from partner employers.
• Mentor Sessions One-on-one video call sessions with mentors from various industries, redeemable with credits earned from Skills Hub activities.
• Work Ready Programme Programme backed by City & Guilds, designed to help young people develop work-ready skills and earn recognised certifications.

Quantifiable outcome

• 85% of participants gained new work-ready skills
• +2 more outcomes

Named customers6 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

Integration2 records

Feature3 records

Partnerships

14 partnerships are on record, tiered minor and core.

• City & GuildsminorStrategic or Co-development Partner · 1 November 2024Backing the 'Work Ready' programme launched by Apprentice Nation to help young people develop work-ready skills and certifications.
• EEcoreGTM or Marketing Partner · 1 October 2024Partnership to deliver content on EE's LearnSmart platform. Apprentice Nation joined alongside BAFTA, Calm, and Football Association. Career Matchmaker series featuring mentors like Sonia Sodha, Remel London, and Lara Thompson.
• SamsungminorGTM or Marketing Partner · 1 October 2024Hired Apprentice Nation member (Satwika) as Reward Apprentice. Example of successful talent pipeline from platform to employment.
• BTcoreGTM or Marketing PartnerLead Partner providing apprenticeships and career support. BT hosts events, webinars, and provides apprenticeship opportunities through the platform. Pete Jeavons (Group Brand Director) stated: 'We leveraged the power of music to deliver a message that tapped into the heart of youth culture, earning their trust and loyalty.'
• AmazoncoreGTM or Marketing PartnerBrand partner that hosted unique gig inside Dartford fulfilment centre with artist Cat Burns. Offers apprenticeship programmes. Stu Jackson (Communications Director) stated: 'The dream? A gig inside an operational Amazon FC with an artist who's authentic, relevant and connects with young people.'
• GooglecoreGTM or Marketing PartnerBrand partner hosting National Apprenticeship Week events at Google King's Cross. Features artists like LeoStayTrill for National Apprenticeship Week. Employed former Apprentice Nation members as apprentices.
• Lucozade (Suntory Beverage & Food GB&I)coreGTM or Marketing PartnerBrand partner for 'Shape Your Future' campaign. Matt Riches (Head of Partnerships): 'The Shape your Future campaign with Apprentice Nation was incredibly successful for SBF GB&I, even recruiting two young people into the business.'
• MultiversecoreChannel Partner/ Reseller/ DistributorApprenticeship matching partner that connects young people with apprenticeships at UK companies. Referrals made through Apprentice Nation website to Multiverse platform for apprenticeship applications.
• RockCorpscoreStrategic or Co-development PartnerParent company and producer of Apprentice Nation. RockCorps uses the power of culture to engage young people with pro-social activity. Over 15 years has engaged 180,000+ people across 10 countries with volunteering through music.
• Rate My ApprenticeshipminorChannel Partner/ Reseller/ DistributorUK's leading job resource for young people seeking apprenticeships with 33,000+ reviews. Referrals and information sharing for apprenticeship opportunities.
• GetMyFirstJobminorChannel Partner/ Reseller/ DistributorJob search platform for apprenticeships, degree apprenticeships, work experience and graduate opportunities. Career quiz and CV tools featured on Apprentice Nation.
• Prince's TrustminorStrategic or Co-development PartnerCharity partner providing youth employment support, confidence building, and funding for career training. Resources promoted through Apprentice Nation platform.
• Creative AccessminorChannel Partner/ Reseller/ DistributorOrganisation supporting people from under-represented backgrounds into creative industries. Job listings and support services shared with Apprentice Nation members.
• ScreenSkillsminorChannel Partner/ Reseller/ DistributorSkills organisation for Film, TV, VFX, animation and games industries. Resources and bursaries available to Apprentice Nation members interested in screen industries.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Springpod: UK digital platform that connects 13–24 year-olds with employers, universities, and career experiences through virtual events and content. Highly comparable audience, content-led engagement model, and employer-partnership monetisation.
• GetMyFirstJob: UK job search platform focused on apprenticeships, degree apprenticeships, work experience and graduate opportunities — closely overlapping with Apprentice Nation's Go Far vertical and already a channel partner.
• Multiverse: UK-focused apprenticeship-matching platform that connects young people and career-changers with employer apprenticeship programmes. Directly comparable to Apprentice Nation's Go Far / apprenticeship-discovery offering and is listed as an Apprentice Nation channel partner.
• Not Going to Uni: UK platform promoting alternative pathways (apprenticeships, vocational training, gap years) to 16–24 year-olds — directly comparable audience and apprenticeship-discovery mission.
• Rate My Apprenticeship: UK's leading reviews and discovery platform for school-leaver and apprenticeship opportunities, with 33,000+ reviews. Directly competes with Apprentice Nation's apprenticeship discovery product and is already a partner.

Broad incumbents

• Handshake: Large US-headquartered early-career network connecting students and recent graduates with employers and entry-level roles. Comparable on the career-discovery and employer-partnership model, though operating at much larger scale and primarily in the US.
• Prospects (Jisc): UK-wide graduate and early-careers information, advice and jobs service. Overlaps with Apprentice Nation on career discovery and skills content for young adults but is broader in scope.
• UCAS: UK's central higher-education admissions and careers-guidance service. Operates at vastly larger scale but serves the same 16–24 cohort with career discovery and pathway content, representing a broader incumbent.

Others

• The Prince's Trust: Major UK youth charity focused on employment, education and training for disadvantaged 11–30 year-olds. Shares target audience and mission with Apprentice Nation, and is an existing partner.

Emerging players

• Creative Access: UK organisation supporting people from under-represented backgrounds into creative-industry jobs. Comparable on youth audience and employer-partnership model; already a channel partner of Apprentice Nation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCBctUmHwsMRRsYkhDPS60WQ
• Facebookfacebook.com/ApprenticeNationuk
• LinkedInlinkedin.com/company/apprenticenation
• Instagraminstagram.com/apprenticenationuk
• TikToktiktok.com/@apprenticenation
• Xx.com/appnationuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Apprentice Nation