EEE

What EEE does

EEE Inc. (株式会社スリー) is a Tokyo-based family-technology company founded in August 2018 by Tetsuya Shinoda (篠田徹也) that develops and operates Welldone! (ウェルダン), a mobile application for iOS and Android targeting Japanese families with preschool-to-elementary-school-age children. The product is designed to support children's habit formation and the development of non-cognitive abilities — including goal-setting, perseverance, emotional regulation, and collaboration — by framing the family as a "team" that plans and tracks routines together. The app combines routine/project tracking, a gamification layer (a 'Takkiibii' character that evolves through five stages across three camp-themed maps, collectible items, and companion characters), a family photo-and-text diary, and historically a guest-invitation feature for external coaches and relatives. It is supported by named advisors and supporters including Okayama University Associate Professor Yoshikazu Nakayama, author Issey Nishioka, and former basketball pro Mao Okada, whose involvement lends pedagogical and brand credibility.

The platform is built on standard mobile-app-store distribution (iOS App Store and Google Play), with content-driven marketing through a corporate blog of expert interviews and earned media in Japanese parenting publications. The business model during the 2021–2022 launch period was fully freemium (all features free); a paid/pro version with expanded gamification and a subscription offering were planned for around Spring 2023, and the company has explored corporate sponsorship and brand partnerships as an additional revenue stream targeting the parent/family demographic. As of the most recent public data, the app had been used by over 20,000 parent-child households (per CEO statements at the GESA 2022 Japan championship in December 2022), the company had won the GESA 2022 Japan qualifier and the J-WAVE INNOVATION WORLD DREAM PITCH + DIF Challenge Award (both March 2022), and had raised a seed round in April 2022 from unnamed angel and corporate investors via third-party share allocation, followed by a ¥1,629,000 equity crowdfunding raise on CAMPFIRE in December 2024. The company is private, founder-led, headquartered at 2-16-7 Konan, Minato-ku, Tokyo, and operates with 1–10 employees (CEO, CSO Hiroyuki Inoue/井上裕之, and COO Yūta Suzuki/鈴木雄大 as the named leadership team).

Name

EEE

Legal name

株式会社スリー（eee, Inc.）

Website

https://eee-inc.co.jp

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

EEE Inc. (株式会社スリー) is a Tokyo-based family-technology company that develops Welldone!, a mobile app helping Japanese families with preschool-to-elementary-age children build habits and develop non-cognitive abilities through family-team routine tracking and gamification.

Ownership category

akta.pro rank

Product category

Children's Educational Mobile App

SIC

Services-Computer Programming Services (7371)

akta.pro primary industry

Social-Emotional Learning (SEL) & Behavior Support Apps (EDACANAD)

akta.pro secondary industries

Digital/Interactive Curriculum Content (Apps, Games, Multimedia Lessons) (EDACAJAK), Play-Based SEL & Executive Function Skill-Building Programs (EDACAOAB)

Keywords

• Family habit tracking
• Children's habit app
• Non-cognitive skill development
• Family team app
• Educational mobile software

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Freemium App (Free Core + Paid Upgrade): All core features were free during the initial launch phase (2021-2022). A paid/pro version with enhanced gamification elements, expanded stages, items, dashboard, and progress visualization was planned for release around Spring 2023.
2. Future Subscription Model (Planned): A paid version with expanded gamification features (stages, items, characters) and enhanced functionality was planned as a subscription offering. The company also explored enterprise sponsorship events as an additional revenue stream.
3. Corporate Sponsorship / Brand Partnerships: Brand partnerships and corporate sponsorship deals integrated into habit-forming events within the app, generating revenue from companies targeting the parent/family demographic.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

EEE develops and operates "Welldone!" (ウェルダン), a mobile application (iOS/Android) that enables families to act as a team in planning and supporting children's daily routines, study habits, and chores. The app uses gamification (character evolution, stages, items) to engage children aged preschool to elementary school in habit formation and non-cognitive ability development (persistence, self-regulation, collaboration).

Product overview

EEE (株式会社スリー) operates as a Family Tech Company offering a single unified mobile application called Welldone! (ウェルダン). The app enables families to plan and support children's challenges together, focusing on habit formation and non-cognitive能力 (non-cognitive skills) development. The product is available on iOS and Android platforms, with all features offered free of charge (free tier), and has received multiple updates including gamification enhancements, UI improvements, and feature additions since its beta launch in July 2021.

Differentiator

Problem solved

Functional benefit

Brands

• Welldone!（ウェルダン）: Family-tech app that supports children's habit formation and non-cognitive ability development, enabling families to plan and encourage children's challenges as a team.

Products and services

• Welldone! (ウェルダン) A family team-based mobile application that supports habit formation and non-cognitive skill development in children from preschool to elementary school age. Features include routine tracking, gamification (character evolution with Takkiibii, stages, items), family diary, and guest invitation. Built for parents and children to jointly plan, track, and celebrate daily challenges and routines.

Quantifiable outcome

• Over 20,000 parent-child pairs served; app retention rate exceeds Japan's education app average; App Store and Google Play ratings improved over time; positive user feedback on child independence and parent-child communication.

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered minor.

• 株式会社サクラカゴ (Sakura Kago Co., Ltd.)minorStrategic or Co-development Partner · 1 December 2024Company founded by supporter/ambassador Mao Okada (3x3 basketball MVP). A product collaboration was planned as part of the crowdfunding campaign, targeting child health food products in connection with the Welldone! app.
• CAMPFIREminorOthersCAMPFIRE is Japan's largest crowdfunding platform, used by eee for the December 2024 crowdfunding campaign which raised ¥1,629,000 from individual and corporate sponsors.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Forest (Seekrtech): Forest gamifies focus/habit completion by growing virtual trees as users complete tasks. It shares Welldone!'s core mechanic of converting routine/habit completion into a playful visual reward and is a direct mobile-first comparable in consumer behavior-change apps.
• Benesse (こどもちゃれんじ / Kodomo Challenge): Benesse's flagship preschool/elementary subscription product targets the same Japanese ECE parent demographic as Welldone! with habit-formation and non-cognitive skill development content. It is the dominant incumbent whose venture arm (Benesse DIF) has already engaged with eee, making it the closest comparable for product, target customer, and category.
• Habitica: Gamified habit-tracking app that uses RPG-style character progression, quests, and rewards to drive user adherence. It is the most direct global comparable to Welldone! on gamified habit formation, though Habitica targets adults rather than children.

Broad incumbents

• Khan Academy Kids: Free, award-winning adaptive learning app for ages 2-8 covering academic and SEL content. Comparable to Welldone! on the preschool-to-elementary mobile learning category and the SEL/non-cognitive skill focus, though broader in subject matter.
• Duolingo: Global gamified learning app whose streaks, character progression, and freemium-to-subscription model closely mirror the engagement mechanics eee is building. Comparable as a benchmark for what category-leading gamified learning apps can achieve in scale and monetization.

Emerging players

• Toca Boca: Studio producing open-ended digital play apps for children aged 3-9 with strong gamification and character systems. Overlaps with Welldone! on the preschool-to-elementary demographic and character-based engagement approach, although focused on free-play rather than habit tracking.
• Fourdesire (Plant Nanny): Taiwanese app studio whose products (Plant Nanny, To-Do) combine habit/responsibility tracking with character-driven gamification. Comparable to Welldone! on gamification-of-routine mechanics and family-friendly emotional design.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/welldone__app
• Facebookfacebook.com/welldoneforkids
• Instagraminstagram.com/welldoneapp

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 EEE