King Alfred

Name

King Alfred

Legal name

The King Alfred School Society

Website

https://kingalfred.org.uk

Company type

Private

Founded year

1898

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tuition Fees: Private school fees charged to parents for educational services across Lower School, Upper School, and Sixth Form. This is the primary revenue stream.
2. Venue Hire - Phoenix Theatre: The Phoenix Theatre on the Ivy Wood site is available for hire to the public for performances, conferences, and events.
3. Donations and Fundraising: Voluntary contributions from parents, Old Alfredians (alumni), and supporters. Includes legacy gifts through wills and fundraising events organised by KASparents.
4. Registration Fees: Non-refundable registration fee of £120 charged for admissions applications.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

King Alfred School is an independent co-educational day school providing progressive education from Reception (age 4) through Sixth Form (age 18) across two Hampstead campuses in North London. The school delivers a child-centred curriculum emphasising whole-child development, academic achievement, and innovative programmes such as The Village Project, Explorations, and School Directed Courses, alongside GCSE, A Level, and UAL Level 3 Extended Diploma qualifications.

Product overview

King Alfred School is an independent co-educational day school founded in 1898, providing education from Reception (age 4) through to Sixth Form (age 18) at two sites in Hampstead, North London. The school operates a Lower School (Reception to Year 6), Upper School (Years 7-11), and Sixth Form (Years 12-13). Educational offerings include GCSE and A Level courses, the UAL Level 3 Extended Diploma in Performing Arts, and innovative programmes such as The Village Project, Explorations, and School Directed Courses. The school also offers venue hire through its Phoenix Theatre. Financial support is available through a Bursary Programme for students entering Year 7 and Sixth Form.

Differentiator

Problem solved

Functional benefit

Brands

• Ivy Wood: Site housing Reception and Year One classrooms, Design Technology Building and The Phoenix Theatre
• Manor Wood
• Phoenix Theatre
• KAS Education Wheel
• The Village Project
• Explorations
• School Directed Courses
• UAL Level 3 Extended Diploma in Performing & Production Arts
• KASparents
• Old Alfredians

Products and services

• Lower School Education (Reception to Year 6) Primary education for children aged 4-11 delivered at the Manor Wood site with specialist teaching in IT, French, Art, PE, and Music, focusing on child-centred learning and outdoor education.
• Upper School Education (Years 7-11) Secondary education for students aged 11-16 covering GCSE preparation with six core subjects and three optional subjects, plus a Choice afternoon for non-academic activities and innovative programmes including The Village Project, Explorations, and School Directed Courses.
• Sixth Form Education (Years 12-13) Post-16 education for students aged 16-18 offering A Level courses, UAL Level 3 Extended Diploma in Performing & Production Arts, and Extended Project Qualification (EPQ), with university preparation and careers guidance.
• UAL Level 3 Extended Diploma in Performing & Production Arts A Level-equivalent vocational qualification in performing and production arts offered to Sixth Form students alongside traditional A Levels.
• Phoenix Theatre Venue Hire Flexible performance and event space at the Ivy Wood site available for hire to external clients for performances, conferences, and events.
• Bursary Programme Means-tested financial support offering limited bursaries to students entering Year 7 and Sixth Form to broaden access to the school's progressive education.

Quantifiable outcome

• Top 3% value-added score at A level (+0.47 VA score)
• +5 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Rethinking AssessmentcoreStrategic or Co-development PartnerKAS is a co-founding member of Rethinking Assessment, an initiative working to shape and share new practices in educational assessment. This partnership aligns with the school's founding principle to have a positive impact on the wider education system.
• Roots Future ProgrammeminorStrategic or Co-development PartnerJoint projects with students from other schools participating in the Roots Future programme for youth development and collaboration.
• Archer AcademyminorStrategic or Co-development PartnerKAS shares technical expertise and counselling resources with Archer Academy as part of partnership work to enhance student experience beyond KAS.
• TPETminorStrategic or Co-development PartnerKAS provides governance support to TPET (a multi-academy trust) sharing best practices in progressive education.
• E-ActminorStrategic or Co-development PartnerKAS provides governance support to E-Act (academy trust) as part of efforts to share progressive education practices.
• School Directed Courses Consortium (SDCC)minorStrategic or Co-development PartnerKAS runs and facilitates forums for collaboration on School Directed Courses, helping disseminate innovative practices to other schools.

Scale indicators8 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• South Hampstead High School: GDST independent day school located within roughly a mile of KAS in North London, serving a similar middle-class, fee-paying North London family base with comparable size and a progressive ethos. It is the closest geographic and demographic comparable to King Alfred.
• Highgate School: Co-educational independent day school in Highgate, immediately adjacent to Hampstead, sharing KAS's North London catchment, large-school scale, and broad pupil profile. While more traditional than KAS, it competes directly for the same families at 4+, 11+, and 16+.
• University College School (UCS): Co-educational independent day school in Hampstead, sitting in the same neighbourhood as KAS. Comparable in size and academic positioning, and a direct competitor for North London families seeking co-ed day schooling.
• Francis Holland School, Regent's Park: Independent day school in NW1, comparable in size and ethos to KAS with a strong progressive tradition. Draws from the same North London fee-paying market, particularly for families preferring a smaller, child-centred environment.
• Notting Hill and Ealing High School: GDST independent day school in West London with a similar progressive, child-centred ethos and broadly comparable pupil numbers. It is a strong philosophical comparable for KAS, even though its catchment sits west rather than north of the city.
• Wimbledon High School: GDST independent day school in South-West London with a progressive, less-pressured approach to education that closely mirrors KAS's positioning. Useful comparable for benchmarking how the GDST network delivers a progressive day-school product.
• Bedales School: Long-established progressive co-educational school in Hampshire, founded in the same late-Victorian reform era as KAS. Comparable as a fellow pioneer of child-centred, non-authoritarian education with similar pedagogical DNA, though it is a boarding/day school rather than a London day school.

Broad incumbents

• North London Collegiate School: Highly selective girls' day school in Edgware/Canons Park, drawn from the same North London fee-paying market as KAS. Not directly comparable on admissions philosophy, but it sets the academic benchmark that North London parents compare KAS's outcomes against.
• Haberdashers' Aske's Boys' School: Elite North London boys' day school in Elstree/Hampstead area. Relevant as a benchmark competitor for Sixth Form boys at KAS at 16+, and connected via KAS council member Clare Jarmy (Director of Innovation across Haberdashers' Elstree Schools).
• City of London School for Girls: Selective independent day school in central London competing for the same academically ambitious North London fee-paying families at Sixth Form entry. Useful as a benchmark for selective competitor positioning at 16+.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/thekingalfredschool
• Xx.com/kingalfredsch

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 King Alfred