Educacional

What Educacional does

Educacional is the educational technology business unit of Positivo Tecnologia S.A., a Brazilian technology conglomerate publicly listed on the B3 stock exchange. The company operates from Curitiba and serves K-12 schools (public and private), school networks, and higher education institutions, with stated reach of 14,000+ schools, 1M+ students, and presence in 40 countries. Its core offering is a comprehensive STEAM education ecosystem combining exclusive-distribution hardware (LEGO Education, BBC micro:bit, Arduino UNO Q), proprietary software platforms (Aprimora, Pense+, Nexis, Inventura, Hub Educacional), and supporting teacher training programs (Embaixadores da Inovação, Robotis). All content is aligned to the Brazilian BNCC curriculum standards.

Technologically, the platform integrates over 30 educational applications through Hub Educacional, spanning LMS (D2L), AI-powered assessment (Max.IA, Aval.IA), digital reading (Árvore, Elefante Letrado, Bibot), virtual high school prep (Descomplica), socio-emotional learning (Vivadí), and creative authoring tools (HubLab/LearnLab with Google and Microsoft integrations). AI features include generative AI tutoring, adaptive learning recommendation engines, edge AI on Arduino hardware, and predictive learning gap analysis. Proprietary hardware-adjacent products include the Mesa Educacional (interactive literacy table with Braille and Libras support) and the upcoming Arduino UNO Q development board.

The business model is diversified across three revenue streams: hardware sales (LEGO Education kits, micro:bit, Arduino boards, educational furniture), subscription/recurring software access (Aprimora, Pense+, Nexis, Hub Educacional), and professional services (teacher training, Maker Space setup, pedagogical consulting). Sales are primarily direct via WhatsApp-based consultation targeting school administrators and pedagogical coordinators, supplemented by a reseller/partner program and an e-commerce storefront. Pricing is quote-based and not publicly disclosed, with multi-year contracts typical for institutional customers. The company is the official Brazilian distributor for LEGO Education and BBC micro:bit, and operates FIRST LEGO League competitions domestically.

Name

Educacional

Legal name

Positivo Tecnologia S.A.

Website

https://educacional.com.br

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

51–100 employees

Short description

Educacional is the educational technology business unit of Positivo Tecnologia S.A., providing K-12 schools with a STEAM ecosystem combining exclusive-distribution hardware (LEGO Education, BBC micro:bit, Arduino), proprietary software platforms, and teacher training aligned to the Brazilian BNCC curriculum across 14,000+ schools.

Ownership category

akta.pro rank

Product category

Educational Technology Solutions

NAICS

Educational Support Services (611710), Educational Services (611)

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), Learning Management Systems (LMS) & Digital Classrooms (EDAJAMAA)

Keywords

• STEAM education solutions
• Educational robotics hardware
• Adaptive learning platforms
• K-12 edtech tools
• School technology ecosystem

Headquarters

HQ city

Curitiba

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain

Revenue model

1. Educational Technology Products: Sale of educational technology products including LEGO Education kits, Robotis robotics solutions, micro:bit boards, Arduino platforms, and educational furniture (Mesas Educacionais). Products are sold directly to schools and through reseller channels.
2. Educational Platforms and Software: Subscription-based access to educational platforms including Aprimora (adaptive learning), Pense+ (mathematical thinking), Nexis (AI and programming), and Hub Educacional management suite.
3. Professional Services and Training: Teacher training programs, pedagogical consulting, and educational program implementation support including the Embaixadores da Inovação program and Maker Space setup services.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Educacional is an educational technology ecosystem that distributes and integrates STEAM, robotics, and programming solutions for K-12 schools. The offering combines educational hardware (LEGO Education kits, BBC micro:bit boards, Arduino UNO Q boards, Mesas Educacionais) with proprietary software platforms (Nexis, Aprimora, Pense+, Hub Educacional) and teacher training programs aligned to the Brazilian BNCC curriculum, delivered to schools across Brazil and 40+ countries.

Product overview

Educacional is a technology and innovation ecosystem for education, operated by Positivo Tecnologia S.A., offering a comprehensive portfolio of educational solutions spanning hardware (LEGO Education, BBC micro:bit, Arduino), software platforms, and pedagogical programs. The core offerings include Nexis (AI and programming), Aprimora (adaptive gamified learning for Portuguese/Math), Pense+ (mathematical thinking and STEAM), Robotis (LEGO-based robotics program), Inventura (programming and maker culture for grades 4-9), Mesas Educacionais (literacy tables), and Arduino UNO Q (integrated development board with AI). These integrate through the Hub Educacional platform which consolidates over 30 third-party and proprietary applications including management tools (D2L LMS, Max.IA, NEDU, Tell me), learning platforms, and pedagogical solutions. The ecosystem supports the full education continuum from Early Childhood to High School across STEAM, robotics, programming, computational thinking, and socio-emotional development.

Differentiator

Problem solved

Functional benefit

Brands

• Robotis: LEGO Education-based program strengthening STEAM learning, programming, and robotics with lesson plans aligned to BNCC, teacher orientation, and pedagogical support for all school levels from Early Childhood Education to High School.
• Aprimora
• Pense+ (Pense Mais)
• Inventura
• Nexis
• Mesa Educacional
• Embaixadores da Inovação
• Hub Educacional
• Arduino Q

Products and services

• LEGO Education

Quantifiable outcome

• Reached over 1 million students with educational technology solutions
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability8 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• LEGO EducationcoreTechnology or IntegrationOfficial distributor of LEGO Education products in Brazil. Partnership provides access to premium robotics and STEAM education hardware including educational kits, components, and curriculum-aligned teaching materials for schools.
• BBC micro:bitcoreTechnology or IntegrationOfficial distributor of BBC micro:bit educational microcontroller boards in Brazil, providing affordable programmable hardware for computational thinking and programming education.
• FIRST LEGO LeaguecoreStrategic or Co-development PartnerOperates FIRST LEGO League Discover and Explore competitions in Brazil, engaging students in robotics challenges and promoting STEAM education through competitive robotics programs.
• Positivo Tecnologia S.A.coreStrategic or Co-development PartnerParent company and business area of Positivo Tecnologia responsible for developing, organizing, and distributing educational technologies. Over 30 years of experience in educational technology serving schools in Brazil and internationally.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Geek Education: Brazilian EdTech focused on robotics, programming, and STEAM curriculum for K-12 schools. Directly comparable as another Brazilian K-12 STEAM/robotics curriculum and hardware provider targeting public and private schools.
• Eleva Educação: Brazilian K-12 EdTech platform offering digital learning solutions, content, and adaptive technology to schools. Comparable as a direct Brazilian K-12 digital curriculum and platform peer competing for similar school-network contracts.
• Descomplica: Brazilian online learning platform with live and recorded video lessons, focused on high-school ENEM/vestibular preparation. Directly comparable because Educacional bundles Descomplica for high-school students within its Hub ecosystem, addressing the same segment with overlapping digital learning models.
• Programaê! (Fábrica de Negócios / Lemann Foundation): Brazilian initiative providing computational thinking and programming curriculum for K-12 schools, often in partnership with public networks. Comparable as a K-12-focused STEAM/computational thinking curriculum provider competing for similar public and private school mandates.
• Educacross: Brazilian EdTech offering gamified, BNCC-aligned educational digital games for early childhood and elementary schools. Comparable because Educacional bundles Educacross within its Hub ecosystem, serving the same early-childhood/elementary Brazilian school segment with gamified learning content.

Broad incumbents

• SOMOS Educação (Vasta): One of Brazil's largest K-12 educational solutions groups (formerly Vasta/Grupo Estácio), operating across curriculum, learning systems, and supplemental content. Comparable as a large incumbent Brazilian K-12 education provider with overlapping content and platform offerings to Educacional's portfolio.
• Khan Academy: Global non-profit offering free K-12 educational content, practice, and assessment tools widely adopted in Brazilian schools. Comparable as a broad global K-12 digital learning incumbent competing for student learning time and teacher adoption with free alternative content.
• Google for Education: Google's K-12 ecosystem including Google Classroom, Workspace for Education, and Chromebook deployments. Comparable as a broad incumbent whose classroom, LMS, and device ecosystem overlaps with Educacional's Hub Educacional platform and integrates with it as a partner.
• Microsoft Education: Microsoft's K-12 education offerings spanning Teams for Education, OneNote, Minecraft Education, and device programs. Comparable as a broad incumbent integrated with Educacional's Hub platform, providing overlapping LMS, productivity, and classroom functionality.
• Cambium Learning Group: US-listed K-12 instructional content, assessment, and intervention solutions provider. Comparable as a larger, established K-12 educational solutions incumbent in curriculum, assessment, and intervention — adjacencies where Educacional is expanding via AI-driven assessment products like Max.IA and Aval.IA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ecossistemaeducacional
• LinkedInlinkedin.com/company/educacional-ecossistema

Revenue estimate

Valuation estimate

Number of profiles

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 Educacional