What Kien guru does

Kiến Guru, legally Công ty Cổ phần Giáo Dục Lớp Học Nhỏ and founded in 2019, is a Vietnam-based direct-to-consumer online education platform serving K-12 students from Grade 1 through Grade 12. The platform delivers video-based courses aligned with the Vietnamese national curriculum across core subjects (Mathematics, Vietnamese Language, English, Physics, Chemistry, Biology, History, Geography, Civic Education) and offers dedicated preparation tracks for the THPTQG national high school exam as well as university aptitude assessments (ĐGNL VNUHCM and ĐĐHQGHN). Beyond K-12 curriculum, the catalog extends into the Master Cambridge English program for elementary learners and a Toán Cao Cấp college-level mathematics course, indicating modest vertical extension above the core grade range.

The underlying technology is a video-based learning management system monetized through a 12-character alphanumeric course activation code delivered via email, SMS, or physical card, with each account restricted to a single device for content access. The platform is organized into modular product lines: core grade programs, exam preparation suites (MAS BIG, MAX GP, ĐGNL packages), a Cambridge certification track, and a Toán Cao Cấp higher-education track. Sub-brands include the Kiến Guru mobile application, Kiến Guru Live (live-streaming learning), and Kiến Robo (an AI-powered learning assistant). All video course content is registered for copyright protection by the operating entity.

The business model is a one-time/perpetual-license course sale structure rather than a subscription, with course prices ranging from approximately 600,000 VND ($25) to 7,200,000 VND ($300) and promotional discounts of 40–50% applied to most offerings. Distribution is single-country (Vietnam), executed through self-serve website sales (kienguru.vn), phone-based hotline support with COD, and inbound traffic from social media—particularly TikTok, where featured teacher Nguyễn Thị Hiền has 1.6 million followers and a Top 10 Content Creator ranking—and a VTV broadcast collaboration. Leadership includes co-founder and COO Ha Nguyen alongside credentialed teaching staff. The company is privately held with no disclosed external funding, subsidiaries, or M&A activity.

Name

Kien guru

Legal name

Công ty Cổ phần Giáo Dục Lớp Học Nhỏ

Website

https://kienguru.vn

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Kiến Guru is a Vietnam-based direct-to-consumer online education platform offering video courses aligned with the Vietnamese national curriculum for K-12 students (Grades 1–12), plus preparation tracks for THPTQG, ĐGNL VNUHCM, and ĐĐHQGHN exams, sold via one-time course licenses on kienguru.vn.

Ownership category

akta.pro rank

Product category

K-12 Online Education

NAICS

Exam Preparation and Tutoring (611691), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Virtual Test Prep & Online Supplemental Instruction (K–12) (EDAJADAI)

Keywords

• K-12 online education
• Video-based learning
• Exam preparation courses
• Vietnamese curriculum
• E-learning platform

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Course Sales (One-time Purchase): Students purchase individual courses with lifetime access via activation codes. Prices range from 600,000 VND to 7,200,000 VND per course. After purchase, students receive activation codes that unlock course content permanently.
2. Combo/Bundled Courses: Bundled course packages like 'MAS BIG' and 'Combo Luyện Thi ĐGNL ĐHGQ Hà Nội 2025' that combine multiple subjects or course types at discounted package prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Kiến Guru operates an online video-based education platform offering structured courses for Vietnamese K-12 students covering all grades from 1 to 12 across core subjects including Mathematics, Vietnamese, English, Sciences, and Social Studies. The platform also delivers specialized exam preparation programs for the national high school exam (THPTQG) and university aptitude assessments (ĐGNL VNUHCM, ĐGNL ĐHQGHN), plus a Master Cambridge English program. Courses are purchased as one-time licenses unlocked via 12-character activation codes delivered digitally or on physical cards.

Product overview

Kiến Guru is an online education platform offering video-based courses for Vietnamese students from Grade 1 through Grade 12, covering the complete national curriculum including Mathematics (Toán), Vietnamese Language (Tiếng Việt), English, Sciences, and Social Studies. The platform operates a modular architecture with distinct product lines: (1) Core grade-level programs (Chương Trình Lớp 1-12) delivering subject-specific video courses; (2) Specialized exam preparation products including MAS BIG for THPTQG national exam readiness and MAX GP/ĐGNL courses for university entrance assessments; (3) Master Cambridge English program for Cambridge qualification preparation; and (4) Advanced Mathematics (Toán Cao Cấp) for college-level content. Courses are delivered via video format with instructor-led lessons, practice problems, and examination preparation materials, with activation codes required for access.

Differentiator

Problem solved

Functional benefit

Brands

• Kiến Guru App: Mobile application for learning
• Kiến Guru Live
• Kiến Robo

Products and services

• MAS BIG - Comprehensive THPTQG Exam Preparation (Ôn Thi Toàn Diện)

Quantifiable outcome

• Courses available for all grades 1-12 plus comprehensive exam prep

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• VTV (Vietnam Television)minorStrategic or Co-development PartnerCollaboration with VTV for educational content, including 'Cùng VTV Khám Phá Kiến Guru' (Exploring Kiến Guru with VTV) segment.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Hocmai (HOCMAI): Long-standing Vietnamese K-12 online tutoring and exam prep platform (THPTQG, university entrance). Direct competitor to Kiến Guru in core video curriculum and national-exam preparation, with overlapping subject coverage and VND-denominated course sales.
• Topica Edumall: Vietnamese online supplemental learning marketplace covering K-12 and adult skills, operated by Topica (backed by SoftBank Vision Fund era capital). Directly competes with Kiến Guru in video-based K-12 course sales and exam prep within Vietnam.
• Vuihoc.vn: Vietnamese K-12 online learning platform serving primary and secondary students with structured curriculum-aligned courses. Direct competitor in the same grade 1-12 video course and exam prep category as Kiến Guru.
• Moon.vn: Vietnamese K-12 and university entrance exam prep platform with strong THPTQG, ĐGNL, and high-school subject coverage. Closely comparable in product scope (especially ĐGNL VNUHCM and university aptitude prep) and target student demographic.
• Luyenthi123: Vietnamese online test prep platform focused on K-12 and THPTQG practice questions. Overlaps with Kiến Guru on national exam preparation and K-12 practice content, though lighter on video-led instruction.

Broad incumbents

• VnEdu: Vietnamese MoET-aligned digital education platform serving primary and secondary schools with curriculum, assessment, and gradebook tools. Competes with Kiến Guru at the curriculum-content layer via school-channel distribution rather than D2C.
• Khan Academy: Global nonprofit K-12 and early-college learning platform with free video courses, exercises, and exam prep. Not a direct competitor in Vietnam D2C market but comparable as a free/content-led reference point that constrains pricing on full-priced K-12 video courses.

Emerging players

• Kyna.vn (KynaForWork): Vietnamese online learning marketplace offering soft skills, English, and select K-12 aligned courses. Partial overlap with Kiến Guru as a D2C supplemental learning option in Vietnam, but broader in subject/audience mix.
• Snapask: Asia-focused (origin Singapore) on-demand live tutoring app for K-12 and university students with subscription pricing. Comparable to Kiến Guru via its expansion plans in Southeast Asia live tutoring and its competition for the same Vietnamese student wallet.

Regional players

• Ruangguru: Indonesia's largest K-12 online learning platform combining video content, live tutoring, and test prep. Comparable in business model and product architecture to Kiến Guru, but operating in Indonesia rather than Vietnam, making it a useful regional benchmark for scale and productization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/kienguru.vn
• LinkedInlinkedin.com/company/kienguru

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 Kien guru