Educa Group

What Educa Group does

Educa Group is an Indonesian EdTech company operating through the legal entity PT. Educa Sisfomedia Indonesia, headquartered in Salatiga, Central Java, with 51-100 employees. The company is organized into three divisions: Educa Studio, which produces digital educational content for early childhood; Educa Lab, a research and development collaboration platform offering school and corporate solutions; and Educa Academy, a professional vocational training arm. Its product portfolio spans seven sub-brands — MarBel, Riri, Kabi, MarBel & Friends, Kolak, Clevo, and Gamelab Indonesia — collectively covering 1,200+ released products, 43M+ cumulative app downloads, 30M+ Riri digital book reads, 1.3M+ YouTube subscribers, and a stated 40M+ learners.

The underlying technology stack is a gamified Learning Management System (LMS) with augmented reality (AR) capabilities, delivered through mobile apps on Google Play, video content on YouTube, audio content on Spotify, and physical retail via Gramedia bookstores. The company follows a 3F (Fun, Fast, Feasible) product framework and a gamification-led design approach led by Co-Founder/COO Idawati, who has designed 100+ educational games. The business model is hybrid: freemium digital content, monthly subscription training programs (Teachers Academy, Coding & AI Academy, Digital Marketing Academy, Entrepreneur Academy), one-time physical book and merchandise sales, and corporate training and talent-hiring services. Gamelab Indonesia serves as the LMS backbone with 100+ training classes, 150+ high school and university partners, and 40M+ users.

Educa Group serves multiple customer segments including early childhood learners and families (B2C), educators and teachers (B2C/B2B), vocational and university students, government education programs (Ministry of Education, BBPMP, Merdeka Belajar initiative), and corporate enterprises. Go-to-market combines product-led growth via app stores and YouTube, community-led acquisition through school partnerships and internship programs, and event-driven sales for the Educa Academy subscription cohorts. Leadership comprises Founder & CEO Andi Taru (15 years in EdTech, Wharton, Samsung Dev Warrior), Co-Founder & COO Idawati (gamification expert), and Commissioner Achmad Zaky (founder/ex-CEO of Bukalapak, founder of Init-6 VC). The company is privately held with no disclosed institutional funding rounds.

Name

Educa Group

Legal name

PT. Educa Sisfomedia Indonesia

Website

https://educa.id

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Educa Group is an Indonesian EdTech company operating Educa Studio (children's educational content), Educa Lab (R&D and corporate training), and Educa Academy (vocational training), reaching 40M+ learners across seven sub-brands with 43M+ cumulative app downloads. It monetizes via freemium apps, monthly training subscriptions, physical books, and B2B training services.

Ownership category

akta.pro rank

Product category

Digital Education and Edutainment

NAICS

Educational Services (611), Educational Support Services (611710), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200), Services-Prepackaged Software (7372)

akta.pro primary industry

Curriculum, Lesson Planning & Instructional Content Platforms (EDAJAMAD)

akta.pro secondary industries

Core Digital Curriculum & Courseware (Full Programs & Units) (EDAFACAA), Interactive Practice & Skill-Building (Drills, Games, Mastery Practice) (EDAFACAC), Learning Management Systems (LMS) & Digital Classrooms (EDAJAMAA)

Keywords

• Digital edutainment
• Educational mobile games
• Vocational training platform
• Learning management system
• Children's educational content

Headquarters

HQ city

Salatiga

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Digital Educational Content Sales: Educa Studio generates revenue through sales of educational games, animations, and digital books via app stores and direct downloads. Content is distributed across multiple platforms including Google Play, YouTube, and Spotify.
2. Professional Training Programs: Educa Academy offers subscription-based vocational training programs including Teachers Academy, Coding & AI Academy, and Digital Marketing Academy. Programs include live classes, project-based learning, and certification upon completion.
3. Printed Books and Merchandise: Physical product sales including printed books through retailers like Gramedia, educational materials (flashcards, posters), and branded merchandise.
4. Corporate Training and Talent Solutions: Educa Lab provides corporate training, gamification services, and talent hiring solutions for enterprises and companies seeking digital workforce development.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels5 records

Core offering

Educa Group produces and distributes digital educational content for children through its Educa Studio division (games, animations, and digital books under brands such as MarBel, Riri, Kabi, Kolak, and Clevo) and delivers vocational and professional training through its Educa Academy division (Teachers Academy, Coding & AI Academy, Digital Marketing Academy). Its Educa Lab division provides R&D collaboration, corporate training, and talent-hiring solutions to enterprises and educational institutions. All learning is supported by a gamified Learning Management System and AR-enabled content.

Product overview

Educa Group operates as a Digital Edutainment company with three core divisions: Educa Studio (educational content production), Educa Lab (R&D collaboration platform), and Educa Academy (professional vocational training). The Educa Studio division encompasses multiple sub-brands including MarBel (children's learning games for ages 2-6), Riri (interactive storybooks and animations), Kabi (Islamic children's education), MarBel & Friends (digital toys and kids games), Kolak (Indonesian children's songs), and Clevo (educational quiz app). The company also operates Gamelab Indonesia as an LMS and education platform. All products follow the 3F (Fun, Fast, Feasible) product principles and are supported by a Gamified LMS. The ecosystem has released 1,200+ products reaching 40+ million learners and winning 20+ awards.

Differentiator

Problem solved

Functional benefit

Brands

• MarBel: Children's Learning Media - educational games for children ages 2-6, available as apps, games, and smartboards. Has been downloaded 43+ million times.
• Riri
• Kabi
• Kolak
• MarBel & Friends
• Gamelab Indonesia
• Clevo

Products and services

• Educa Studio

Quantifiable outcome

• 40M+ learners reached across all platforms
• +4 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Ministry of Education / BBPMPcoreStrategic or Co-development PartnerEduca collaborates with Ministry of Education to provide teacher training and skill development programs under BBPMP (Balai Besar Penjaminan Mutu Pendidikan). This collaboration aims to enhance educator capabilities and equip them with tools for quality education delivery.
• Merdeka Belajar InitiativecoreStrategic or Co-development PartnerEduca serves as trusted government partner in National education programs including implementation of Merdeka Belajar initiative. With government support, Educa extends reach to teachers including those in remote and underserved areas.
• Independent Educational Content DevelopersminorStrategic or Co-development PartnerEduca collaborates with independent educational content developers to enrich learning materials on its platform. This fosters a mutually beneficial ecosystem where diverse expertise and innovative ideas enhance overall education quality.
• Vocational Schools (SMK)coreChannel Partner/ Reseller/ DistributorEduca Lab partners with SMK (vocational high schools) through industrial classes, internship programs (PKL), and teaching factory initiatives. Partners include SMKN 1 Bondowoso, SMKN 1 Telagasari, and SMK Tunas Harapan among 150+ institutional partners.
• Universities and Higher Education InstitutionscoreChannel Partner/ Reseller/ DistributorGamelab Indonesia has partnered with 150+ high schools and universities for training classes and internship programs. Partner institutions include Telkom University providing game development and programming internships.
• GramediaminorChannel Partner/ Reseller/ DistributorPrinted books distribution through Gramedia bookstore chain across Indonesia.

Scale indicators14 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Microsoft Education: Global education platform from Microsoft including Teams for Education and Minecraft Education; competes with Educa Academy and Gamelab Indonesia for school and educator contracts in Indonesia.
• Khan Academy: Non-profit global K-12 learning platform offering free video lessons, exercises, and an LMS; provides Indonesian-language content as a free substitute to Educa Studio's paid offerings.
• Google for Education: Global free-to-school digital learning and LMS offering from Google; a broad incumbent that competes for the same Indonesian school and teacher adoption budget as Educa Group.

Direct peers

• Kelas Pintar: Indonesian school-focused LMS and digital learning content provider; directly comparable to Gamelab Indonesia's school-partner go-to-market.
• HarukaEdu: Indonesian EdTech platform offering vocational and higher-education online learning; directly comparable to Educa Academy's vocational training and AI/Coding program positioning.
• Ruangguru: Indonesia's largest K-12 EdTech platform offering tutoring, study materials, and live classes; competes with Educa Group across both consumer learner products and B2B school partnerships in the same Indonesian market.
• Quipper Indonesia: LMS and school-aligned learning content provider serving Indonesian teachers and students; the closest direct competitor to Gamelab Indonesia and Educa Academy's teacher-upskilling programs.
• Zenius Education: Indonesian EdTech offering video-based learning and test prep for K-12 students, now part of the GoTo ecosystem; directly comparable to Educa Studio and Gamelab Indonesia as a digital K-12 learning platform in Indonesia.

Emerging players

• Coursera: Global online learning and credentialing platform; competes with Educa Academy's Coding & AI and Digital Marketing Academies at the professional upskilling segment.
• Cakap: Indonesian EdTech focused on language learning and vocational upskilling; comparable to Educa Academy's subscription-based teacher and professional training programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@EducaStudioOfficial/channels
• Xx.com/educa_id
• LinkedInlinkedin.com/company/educa-academy-id

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Educa Group