What My Academy does

My Academy is a Swedish private tutoring company founded in 2004 and headquartered in Stockholm, operating as a subsidiary of the Familyjo group alongside sister brands Studybuddy, Hey Kiddo, and Hello Clean. The company delivers one-on-one tutoring across all major school subjects — mathematics, the sciences, languages, and programming — to Swedish middle-school (högstadiet), high-school (gymnasiet), and university students, with study coaches drawn exclusively from top Swedish universities (KTH, Chalmers, Stockholm University, Lund, Uppsala, Linköping). All sessions are governed by "My Academy-metoden™," a trademarked pedagogical framework developed with pedagogue Thomas Holmqvist that structures goal-setting, work method, and follow-up.

The core technology stack consists of a proprietary online tutoring platform ("My Academy Online") launched in 2005 that supports real-time video, chat, and an interactive whiteboard with built-in tools (calculator, dashboards, session recording) plus "My Whiteboard," a parent portal for progress reporting. The platform underpins the fastest-growing distribution channel and enables nationwide delivery beyond the seven physical cities (Stockholm, Göteborg, Malmö, Lund, Uppsala, Helsingborg, Linköping). Add-on modules include group math sessions, Boot Camps for national exams (nationella prov) and the Swedish university entrance exam (Högskoleprovet), and study-technique coaching.

My Academy generates revenue primarily through per-hour tutoring fees (SEK 370 in-home / SEK 390 online), Klippkort (punch-card) prepaid packages, and continuous weekly subscriptions, with a newer B2B consulting stream renting coaches to corporate clients. Customer acquisition is driven by an extensive SEO-optimized subject-and-city website, earned media in Sweden's major outlets (SvD, DI, DN, TV4, Rapport), and word-of-mouth referrals. The company reports a 1,000+ tutor network and tens of thousands of families served since founding, with claimed outcomes of 90% grade improvement and 94% customer satisfaction.

Name

My Academy

Legal name

My Academy

Website

https://myacademy.se

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

My Academy is a Stockholm-based Swedish private tutoring company (founded 2004) serving K-12 and university students via a 1,000+-tutor network across seven cities and a proprietary online platform, under the Familyjo group.

Ownership category

akta.pro rank

Product category

Private Tutoring Services

NAICS

Exam Preparation and Tutoring (611691)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Homework Tutoring & Academic Support (Subject Tutoring) (HSAAAHAC)

Keywords

• Private tutoring services
• Online tutoring platform
• Academic coaching
• Exam preparation
• Homework help

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Private Tutoring Sessions (Per-Hour): Revenue is generated through hourly session fees for private tutoring delivered either in-home or online. Sessions are priced per hour, with in-home sessions starting at 370 SEK/hour and online sessions starting at 390 SEK/hour. The company offers both continuous subscription-style tutoring (weekly sessions over a term) and one-off session packages (klippkort / punch cards) for flexible use.
2. Clippkort (Punch Card / Package Sales): Flexible punch card packages allow customers to pre-purchase session hours to be used on demand, providing a pay-as-you-go model within a pre-paid framework.
3. Business-to-Business Tutoring Consulting: My Academy rents out study coaches to businesses and organizations on a consulting basis, a newer revenue stream diversifying beyond consumer tutoring.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

My Academy is a Swedish private tutoring company matching students with university-student study coaches for one-on-one academic support, delivered in-home or via a proprietary online tutoring platform. Services cover all subjects (mathematics, sciences, languages, programming) from middle school through university, plus intensive preparation for Swedish national exams and the Högskoleprovet university entrance exam. The company also rents study coaches to businesses and organizations on a consulting basis.

Product overview

My Academy is a Swedish tutoring company offering personalized private tutoring services for students from primary school through university level. The core offering consists of in-home tutoring and My Academy Online, a proprietary digital tutoring platform. Subject-specific modules include mathematics, biology, chemistry, physics, languages (English, Spanish, French, German), programming, and technical foundation year preparation. Add-on services include national exam preparation courses, university entrance exam Boot Camps, and group math sessions. The company employs the My Academy Method, a proprietary pedagogical framework developed with superpedagogue Thomas Holmqvist, focusing on effective study techniques, goal-setting, and structured learning. The service operates in seven Swedish cities (Stockholm, Göteborg, Malmö, Lund, Uppsala, Helsingborg, Linköping) with nationwide coverage through the online platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Läxhjälp i Hemmet (In-Home Private Tutoring) One-on-one private tutoring delivered by a study coach at the student's home or a mutually agreed location (library, café, university campus). Available across seven major Swedish cities. Sessions are typically 2 hours and priced from 370 SEK/hour.
• Läxhjälp Online (Online Tutoring via My Academy Online) One-on-one online tutoring delivered via My Academy's proprietary online platform with video, chat, collaborative whiteboard, calculator, and session recording. Available nationwide throughout Sweden. Sessions are 90 minutes and priced from 390 SEK/hour.
• Mattehjälp (Math Tutoring) Specialized mathematics tutoring covering all levels from primary school through university, including Mathematics courses 1–5, delivered either in-home or online.
• Naturvetenskaplig Läxhjälp (Science Tutoring — Biology, Chemistry, Physics) Subject-specific tutoring in Biology 1–2, Chemistry 1–2, and Physics 1–2, covering topics such as ecology, genetics, atomic structure, chemical bonding, mechanics, electricity, thermodynamics, relativity, and electromagnetism.
• Språk Läxhjälp (Language Tutoring) Language tutoring covering English, Spanish, French, German, and other modern languages at various levels for school and university students.
• Programmering Läxhjälp (Programming Tutoring) Programming tutoring covering Java, JavaScript, Python, C#, and C++, with focus on logical thinking, object-oriented programming, and systematic debugging. Targeted at students needing technical skill development.
• Tekniskt Basår (Technical Foundation Year Tutoring) Tutoring service for students in technical foundation year programs (tekniskt basår) preparing for engineering studies, covering Physics 1a and 2, Chemistry 1, and Mathematics 3c and 4.
• Nationella Prov Förberedelse (National Exam Preparation) Intensive tutoring service designed to prepare students for Swedish national exams (nationella prov) in mathematics, modern languages, English, and Swedish.
• My Academy Mattegrupp (Group Math Sessions) Weekly group mathematics tutoring sessions held in central Stockholm for students in year 9 and high school, led by experienced study coaches. Also offered online. Students bring their own materials and receive immediate help when stuck.
• Boot Camps for National Exams and Högskoleprovet Intensive evening Boot Camps co-organized with sister company Studybuddy, providing students with concrete tools and strategies for the national exams (nationella prov) and the Högskoleprovet Swedish university entrance exam.
• B2B Tutoring Consulting My Academy rents study coaches to businesses and organizations on a consulting basis, providing private academic tutoring services to corporate clients as a newer revenue stream.

Quantifiable outcome

• 90% of students improve their grades with My Academy tutoring
• +3 more outcomes

Named customers5 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

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• StudybuddycoreStrategic or Co-development PartnerStudybuddy is My Academy's sister company under the Familyjo parent group. The two companies share resources, co-organize Boot Camps for national exam preparation and Högskoleprovet (Swedish university entrance exam), and cross-refer customers. Studybuddy also serves as the employer for some tutors when My Academy's own recruitment is full.
• Familyjo (parent company)coreOthersMy Academy is part of the Familyjo group of companies. Familyjo also includes Hey Kiddo (nanny and childcare services) and Hello Clean (home cleaning services). My Academy customers receive a 10% discount when using other Familyjo services, creating a cross-selling partnership within the corporate family.
• Hey KiddominorGTM or Marketing PartnerPart of the Familyjo group, Hey Kiddo offers childcare and nanny services. My Academy and Hey Kiddo cross-promote services, with My Academy's tutoring customers receiving 10% discounts on Hey Kiddo's childcare services.
• Hello CleanminorGTM or Marketing PartnerPart of the Familyjo group, Hello Clean provides home cleaning services. My Academy and Hello Clean cross-promote services, with My Academy customers receiving 10% discounts on Hello Clean's cleaning services.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Preply: Preply is a global online tutoring marketplace with strong Nordic presence, offering 1:1 lessons across academic subjects and languages. Comparable to My Academy on online tutoring delivery, matching model, and student outcomes focus, though Preply is heavier in language learning and operates globally vs. My Academy's Sweden focus.
• Varsity Tutors: Varsity Tutors is a large US online tutoring and test-prep platform offering 1:1 instruction, group classes, and self-study tools. Comparable on online tutoring delivery, test prep (analogous to My Academy's Högskoleprovet Boot Camps), and K–12 / university segment focus, representing a scaled international analogue of My Academy's online channel.
• Superprof: Superprof is a global tutoring marketplace operating in Sweden, connecting students with private tutors across all subjects. It is directly comparable to My Academy on customer use case (1:1 tutoring, K–12 + university) but differs in model (open marketplace vs. curated study coaches) and brand positioning (local Swedish brand vs. global platform).
• Studybuddy: Studybuddy is a Swedish private tutoring company and My Academy's sister brand within the Familyjo group, offering comparable 1:1 study coaching across similar subjects and grade levels. The two brands co-organize Boot Camps and share tutor resources, making Studybuddy the most direct comparable — but also My Academy's closest sibling competitor within the same parent.
• Wyzant: Wyzant is a US-headquartered online tutoring marketplace connecting students with vetted tutors across subjects and grade levels. Comparable to My Academy on 1:1 matching, hourly pricing, and online delivery — though US-focused, Wyzant provides a useful international benchmark for marketplace-model tutoring at scale.

Broad incumbents

• AcadeMedia: AcadeMedia is the largest independent education provider in the Nordics, operating schools, preschools, and adult education across Sweden. It is a broad incumbent with significant overlap in Swedish K–12 education and adjacent services, competing for the same household education spend though not in the 1:1 tutoring niche specifically.
• Hermods: Hermods is a long-established Swedish education provider offering adult learning, upper-secondary courses, and exam preparation (including Högskoleprovet). It overlaps with My Academy on test-prep and university-entrance coaching, but operates at a much broader institutional scale rather than 1:1 home coaching.
• Kunskapsskolan: Kunskapsskolan is one of Sweden's largest independent school operators, with personalized-learning pedagogy across K–12. While not a direct tutoring competitor, it addresses overlapping pain points (individualized attention, study-technique development) at the institutional level, making it a broad incumbent that competes for the same parent wallet share.

Emerging players

• Albert: Albert is a Swedish-founded AI-driven math and science tutoring platform used across Nordic schools and households. It overlaps with My Academy's core subject focus (math, science) and K–12 segment but competes via adaptive AI rather than human tutors — representing the AI-native competitive threat to My Academy's Method moat.

Regional players

• Novare Edulink: Novare Edulink operates in the Nordics offering private tutoring, after-school programs, and educational staffing. It is comparable to My Academy on the tutoring and educational-staffing model and overlaps with the newer B2B study-coach rental stream, though it operates across multiple Nordic markets rather than Sweden-only.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

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 My Academy