U-Pass Holdings Co

What U-Pass Holdings Co does

U-Pass Holdings Co (주식회사 유패스홀딩스) is a privately held South Korean education technology company headquartered in Gangnam-gu, Seoul, operating the YOUPASS online 1:1 tutoring platform. The company targets Korean K-12 students (elementary through high school) and their parents, delivering real-time one-on-one tutoring sessions in Korean, English, and Mathematics via tablet, with subjects covering both regular coursework (내신) and the Korean college entrance exam (수능). The platform is differentiated by its claim that 100% (one marketing page says 90%) of its tutors are Seoul National University graduates and by its association with the Daechi-dong tutoring district, the most prestigious private education hub in Korea. The company has invested in physical infrastructure including a headquarters at 602 Yeongdong-daero, Gangnam-gu, and two AI VR lecture filming complex studios in the same area.

Name

U-Pass Holdings Co

Legal name

(주)유패스홀딩스

Website

https://daechidong.kr

Company type

Private

Operating status

Operating

Short description

U-Pass Holdings Co is a Seoul-based private EdTech company operating the YOUPASS platform, which delivers AI-augmented 1:1 online tutoring to Korean K-12 students via tablet, with claimed 100% Seoul National University tutors, at KRW 160,000–580,000 monthly subscriptions.

Ownership category

akta.pro rank

Product category

Online K-12 Tutoring Services

NAICS

Exam Preparation and Tutoring (611691), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

On-Demand 1:1 Live Tutoring Marketplaces (EDANAGAA)

akta.pro secondary industries

Integrated Tutoring + Learning Content Platforms (Curriculum + Tutors) (EDANAGAL), Test Prep Tutoring Platforms (SAT/ACT/GRE/GMAT, etc.) (EDANAGAH)

Keywords

• Online tutoring services
• K-12 education platform
• AI personalized learning
• One-on-one tutoring
• Korean education technology

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Smart 1:1 Tutoring (스마트 일대일 과외): Premium tier subscription offering weekly 1:1 live tutoring sessions (60 min each, 4/8/12 sessions per month), daily AI-powered video lectures, personalised AI assignments, and daily KakaoTalk Q&A/study management. Priced at KRW 260,000–580,000 per month depending on frequency.
2. Basic 1:1 Tutoring (베이직 일대일 과외): Entry-tier subscription offering weekly 1:1 live tutoring sessions (60 min each, 4/8/12 sessions per month) with per-session teacher-led study management via KakaoTalk. No AI content or daily assignments included. Priced at KRW 160,000–480,000 per month depending on frequency.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

U-Pass Holdings Co operates YOUPASS, an AI-powered online tutoring platform that delivers real-time 1:1 personalised instruction to Korean K-12 students in Korean, English, and Mathematics, taught by Seoul National University tutors via tablet with live video, daily AI-generated assignments, and continuous KakaoTalk Q&A. The platform offers two monthly subscription tiers — Basic 1:1 Tutoring (pure live tutoring) and Smart 1:1 Tutoring (live tutoring plus daily AI smart video lectures, personalised AI homework, and daily study management).

Product overview

U-Pass Holdings Co (유패스홀딩스) operates YOUPASS, an AI-powered online learning platform offering tiered tutoring services. The core offering includes Basic 1:1 Tutoring (베이직 일대일 과외) for pure instructor-led sessions, and Smart 1:1 Tutoring (스마트 일대일 과외) as an enhanced tier that adds Daily Smart Online Lectures (데일리 스마트 인강) featuring AI-powered personalized homework assignments delivered via KakaoTalk. All services connect students with Seoul National University tutors for real-time interactive instruction across Korean, English, and Mathematics for elementary through high school students.

Differentiator

Problem solved

Functional benefit

Brands

• 베이직 일대일 과외 (Basic 1:1 Tutoring): Basic 1:1 tutoring service — weekly 1-on-1 online sessions with Seoul National University tutors without daily AI assignments.
• 스마트 일대일 과외 (Smart 1:1 Tutoring)

Products and services

• YOUPASS Online Learning Platform (유패스 온라인 학습 플랫폼) AI-powered online learning platform that connects Korean K-12 students with Seoul National University tutors for real-time 1:1 interactive tutoring sessions, daily personalised study management, and AI-customised homework delivered via tablet and mobile devices.
• Basic 1:1 Tutoring (베이직 일대일 과외) Entry-tier monthly subscription offering weekly 1:1 live online tutoring sessions (60 min each, 4/8/12 sessions per month) with Seoul National University tutors, plus KakaoTalk-based Q&A support at the teacher's discretion. Does not include daily AI video lectures or daily AI-generated assignments. Priced at KRW 160,000–480,000 per month depending on session frequency.
• Smart 1:1 Tutoring (스마트 일대일 과외) Premium monthly subscription offering weekly 1:1 live online tutoring sessions (60 min each, 4/8/12 sessions per month) plus daily AI-powered smart video lectures, personalised AI homework assignments, and daily KakaoTalk Q&A and study management. Priced at KRW 260,000–580,000 per month depending on session frequency.

Quantifiable outcome

• Pricing positioned below local academy rates — Basic 1:1 tutoring starts at KRW 160,000/month, framed as cheaper than neighbourhood academies

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• GooglecoreTechnology or IntegrationGoogle is listed as a data processing contractor (수탁업체) in the privacy policy, handling data processing for cloud infrastructure, analytics, and login integration. Also listed as a technology partner on the main website alongside Amazon, Kakao, and Apple. Google services are used for sign-in integration.
• ApplecoreTechnology or IntegrationApple is listed as a data processing contractor (수탁업체) and technology partner. Apple services are used for App Store distribution and login integration. The company's iOS app is listed on the Apple App Store.
• Amazon Web Services (AWS)coreTechnology or IntegrationAWS is listed as a data processing contractor (수탁업체) in the privacy policy, handling cloud infrastructure, hosting, and data storage services for the platform.
• KakaocoreTechnology or IntegrationKakao is listed as a data processing contractor (수탁업체) and technology partner. KakaoTalk is used for daily student communication and Q&A support. Kakao Channel and Kakao TV are used for marketing and content distribution. The company maintains an official KakaoTalk channel for customer engagement.
• IamportcoreTechnology or IntegrationIamport (아임포트) is listed as a data processing contractor (수탁업체) in the privacy policy. Iamport is a Korean payment gateway provider used for processing subscription payments for tutoring services.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Megastudy (메가스터디): Korea's largest online education brand offering K-12 lectures, test prep (수능), and instructor-led courses via 메가스터디/메가MTC. U-Pass competes with Megastudy's online tutoring arms for the same Korean parent wallet, though Megastudy operates at significantly larger scale with a broader catalog of recorded lectures and live mega-classes.
• Daesung Academy (대성학원): Long-established Korean private academy group (대성학원, 대성마이맥) operating both physical Daechi-dong-area academies and online platforms for K-12 and 수능 prep. Competes with U-Pass on the Daechi-dong brand association and online 1:1 offerings, with the advantage of integrated offline/online hybrid delivery.
• Woongjin ThinkBig (웅진씽크빅): Major Korean education and content publisher with online platforms, workbooks, and tutoring services spanning K-12 (수학의 정석, 자이제다스). Adjacent competitor to U-Pass with broader product portfolio including print and digital content, providing a diversified alternative for Korean parents.

Direct peers

• Etoos (이투스): Major Korean online tutoring platform featuring celebrity instructors and live 1:1/small-group options, owned by Hansol Group. Directly competes with U-Pass in Korean K-12 online tutoring with overlapping subjects (Korean, English, Math) and a comparable subscription model, though Etoos is lecture-led rather than AI-personalized.
• Riiid: Korean AI-native adaptive learning platform applying deep learning to personalized K-12 and test prep education; well-capitalized with global ambitions (santa, TOEIC products). Most direct peer on the AI personalization dimension — U-Pass's daily AI assignments compete with Riiid's adaptive engine, though Riiid lacks the live 1:1 tutor layer.
• iGongsin (아이공신 / iGongsin): Online platform connecting Korean students with private tutors for personalized 1:1 instruction across K-12 subjects. Direct competitor to U-Pass in the online 1:1 tutoring market with similar subscription-based model, differentiated by broader tutor sourcing versus U-Pass's SNU-only positioning.
• Chungdahm Learning (청담러닝): Premium Korean education brand operating 청담어학원 language academies and online programs including April and iGSE. Competes with U-Pass in the premium K-12 segment with overlapping Seoul/Gangnam positioning, though Chungdahm's strength is English immersion rather than general subject tutoring.
• SKY Edu (SKY 에듀): Korean tutoring platform leveraging top-university (Seoul National, Korea, Yonsei — collectively 'SKY') tutors as its brand identity. Most directly comparable peer to U-Pass given near-identical SNU-tutor positioning; SKY Edu represents U-Pass's closest substitute for parents seeking elite-university-credentialed tutors.
• Conextstudy (컨엑스터디): Online 1:1 tutoring platform connecting Korean students with qualified tutors across subjects, with strong focus on interactive whiteboards and real-time instruction. Competes with U-Pass in the same online 1:1 K-12 segment, differentiated by broader tutor sourcing rather than SNU-exclusive positioning.

Regional players

• Eduwill (에듀윌): Korean adult-education and continuing-education platform strong in professional certification and exam prep (공무원, 어학). Partial overlap with U-Pass in online Korean tutoring infrastructure, though Eduwill's core market is adult learners versus U-Pass's K-12 focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCcks6a39rgJcW1C_AFVqpbA
• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

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 U-Pass Holdings Co