KidSmart
KidSmart is a UK edtech subscription app offering adaptive 11+ exam preparation for children aged 4-11. It serves UK parents preparing children for grammar school entry with adaptive practice questions, timed mock tests, live tutor support, and coverage of CEM, GL, and ISEB exam boards.
- Company typePrivate
- Founded2017
- HeadquartersRickmansworth, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What KidSmart does
KidSmart is a UK-based, privately held edtech company founded in 2017 and operating from Rickmansworth. It provides a subscription-based adaptive learning application targeted at UK parents preparing children aged 4-11 for the 11+ grammar school entrance exam. The platform is delivered as a direct-to-consumer service via kidsmartapp.co.uk, with three integrated core products: an adaptive practice app covering English, Maths, Verbal Reasoning, and Non-Verbal Reasoning; timed online mock tests aligned to CEM, GL, and ISEB exam boards; and live messaging-based expert tutor support. Pricing is structured as a single '11+ Complete Access' subscription at £23 per month or £278.40 per year (a 20% saving), acquired through a no-credit-card 5-day free trial in a product-led growth model.
The platform pairs the practice engine with gamification mechanics (points, levels, badges, real-world rewards redeemable by parents) and a parent-facing progress dashboard tracking topic mastery, daily activity goals, and exam readiness scores. KidSmart wraps its product with an extensive free educational content library — including a comprehensive 11+ Exam Guide and region-specific preparation guides for Kent, Buckinghamshire, Birmingham, Warwickshire, Trafford, and London — that functions as an SEO-driven top-of-funnel acquisition channel.
The business is bootstrapped with no disclosed funding, 1-10 employees, and a B2C long-tail customer base reported at 5,000+ UK families with a 4.8/5 reputation score. There are no identified partnerships, channel partners, geographic expansions beyond England, or institutional investors in the source material.
KidSmart firmographics
Firmographics- Name
- KidSmart
- Legal name
- KidSmart
- Website
- https://kidsmartapp.co.uk
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- KidSmart is a UK edtech subscription app offering adaptive 11+ exam preparation for children aged 4-11. It serves UK parents preparing children for grammar school entry with adaptive practice questions, timed mock tests, live tutor support, and coverage of CEM, GL, and ISEB exam boards.
- Ownership category
- akta.pro rank
KidSmart industry classification
Industry- Product category
- Test Preparation Software
- NAICS
- Exam Preparation and Tutoring (611691), Educational Support Services (61171), All Other Schools and Instruction (61169)
- SIC
- Services-Educational Services (8200), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Adaptive Learning & Personalized Instruction Software (EDAJAMAE)
- akta.pro secondary industries
- Test Prep Tutoring Platforms (SAT/ACT/GRE/GMAT, etc.) (EDANAGAH), Adaptive & Personalized Learning Platforms for ECE (EDACANAJ)
Keywords
Where KidSmart is headquartered
LocationHeadquarters
- HQ city
- Rickmansworth
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
KidSmart business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Subscription Revenue - Monthly Plan: Monthly subscription at £23/month providing unlimited access to all 11+ preparation features including practice questions, mock tests, expert tutor support, and adaptive learning technology. Billed monthly with no long-term commitment.
- Subscription Revenue - Annual Plan: Annual subscription billed at £278.40 (£23/month equivalent) offering 20% savings (£69.60) versus monthly billing. Provides full 11+ Complete Access with unlimited practice, mock tests, tutor support, and coverage for CEM, GL, and ISEB exam boards.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | 11+ Complete Access - Monthly |
| Subscription | Annual | 11+ Complete Access - Annual (Save 20%) |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
KidSmart product offering
Product offeringCore offering
KidSmart is an adaptive learning app that delivers 11+ exam preparation for UK children aged 8-11, offering thousands of practice questions across English, Maths, Verbal Reasoning, and Non-Verbal Reasoning. The platform combines an adaptive question engine, timed online mock tests simulating CEM/GL/ISEB exam boards, and live expert tutor messaging support, sold via a monthly or annual subscription. The company also publishes a free library of 11+ exam guides covering exam formats, regional grammar school preparation, and subject deep dives.
Product overview
KidSmart is a consumer-facing educational technology platform offering an adaptive 11+ exam preparation app. The core product combines three integrated components: the Practice App (adaptive question engine), Online Mock Tests (timed exam simulation), and Tutor Support (live expert assistance). These are available through a unified subscription called 11+ Complete Access. Additionally, KidSmart provides an extensive library of free educational resources including comprehensive 11+ Exam Guides covering exam formats (GL, CEM, ISEB), subject-specific deep dives (verbal reasoning with all 21 question types, non-verbal reasoning with the SCSNRPL method, maths topics, and English comprehension/writing), and regional guides for Kent, Buckinghamshire, Birmingham, Warwickshire, Trafford, and London grammar schools. The platform also incorporates gamification elements including points, levels, badges, and rewards to motivate children.
Differentiator
Problem solved
Functional benefit
Products and services
- KidSmart Practice App An adaptive learning app offering thousands of 11+ style questions that automatically adjust difficulty based on the child's ability. Covers English, Maths, Verbal Reasoning, and Non-Verbal Reasoning and is targeted at UK families preparing children for grammar school entry.
- Online Mock Tests Timed exam simulation with detailed performance reports providing real 11+ exam experience, covering CEM, GL, and ISEB exam boards.
- 11+ Exam Guide
Quantifiable outcome
- Mock test scores improve significantly - example shows 82% score with 'Great improvement' indicator
- +2 more outcomes
Companies that use KidSmart
Customer profileNamed customers5 records
Segments1 record
Ideal customer profiles1 record
KidSmart technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
KidSmart partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
KidSmart competitors and assessment
Company assessmentEmerging players
- Third Space Learning: UK online 11+ and maths tutoring provider with a school-facing B2B channel as well as direct-to-consumer. Overlaps with KidSmart on the 11+ preparation journey and on the tutor-augmented learning model.
- Galore Park: UK publisher specializing in 11+, 13+, and independent school entrance exam preparation. Overlaps with KidSmart on the high-stakes selective school exam journey and the same UK parent audience preparing children for grammar and independent schools.
- Seneca Learning: UK-based adaptive learning platform using spaced repetition and free content primarily for GCSE and A-level. Shares the same adaptive learning, UK curriculum, and parent/student audience DNA, though currently focused on older age groups.
Direct peers
- Bond 11+ (Oxford University Press): Long-established publisher of 11+ practice papers, books, and online tests for UK grammar school preparation. Bond is one of the most recognized 11+ brands and competes directly with KidSmart on the parent-facing 11+ preparation journey.
- Tutorful: UK online tutoring marketplace connecting parents with vetted tutors for 11+ and other exams. Competes with KidSmart on the same parent persona but via the human tutoring alternative path that KidSmart positions against on cost.
- CGP Books: Major UK educational publisher offering 11+ practice books, mock tests, and online resources across English, Maths, Verbal Reasoning, and Non-Verbal Reasoning. CGP is a budget-friendly incumbent that KidSmart's pricing must compete against.
- Atom Learning: UK-based adaptive learning platform specifically targeting 11+ exam preparation with subscription pricing. Directly competes with KidSmart on adaptive question engines, mock tests, and UK parent customer base; Atom is well-funded and a primary competitive threat.
Broad incumbents
- Twinkl: Large UK educational resources publisher offering teacher and parent materials, including 11+ resources. Well-funded and broad-based, Twinkl competes with KidSmart on free content marketing and parent-facing exam prep content.
- Khan Academy: Global free adaptive learning platform with personalized learning dashboards and practice content. While not UK 11+ specific, Khan Academy competes with KidSmart on the broader concept of self-directed adaptive practice for school-aged children and is a free alternative parents may consider.
Regional players
- BBC Bitesize: UK government-aligned free educational content platform covering primary and secondary curricula. As a free, trusted UK resource, BBC Bitesize is the default alternative parents may use alongside or instead of paid 11+ platforms.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
KidSmart social profiles
Digital presenceKidSmart financial estimates
Financial estimateRevenue estimate
Valuation estimate
KidSmart leadership team
Management profileNumber of profiles
KidSmart funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KidSmart M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about KidSmart
What does KidSmart do?
KidSmart is an adaptive learning app that delivers 11+ exam preparation for UK children aged 8-11, offering thousands of practice questions across English, Maths, Verbal Reasoning, and Non-Verbal Reasoning. The platform combines an adaptive question engine, timed online mock tests simulating CEM/GL/ISEB exam boards, and live expert tutor messaging support, sold via a monthly or annual subscription. The company also publishes a free library of 11+ exam guides covering exam formats, regional grammar school preparation, and subject deep dives.
Is KidSmart a public or private company?
KidSmart is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was KidSmart founded?
KidSmart was founded in 2017. It employs 1 to 10 people.
Where is KidSmart based?
KidSmart is headquartered in Rickmansworth, United Kingdom, in the Europe region.
How does KidSmart make money?
Two revenue lines are on record. Subscription Revenue - Monthly Plan is the primary driver. The others are subscription Revenue - Annual Plan.
Who are KidSmart's main competitors?
Emerging players on record are Third Space Learning, Galore Park and Seneca Learning. Direct peers are Bond 11+ (Oxford University Press), Tutorful, CGP Books and Atom Learning. Broad incumbents are Twinkl and Khan Academy. BBC Bitesize is listed as a regional player.
Does KidSmart have an API?
No public API is recorded for KidSmart.
What industry is KidSmart in?
KidSmart's product category is Test Preparation Software. Its primary akta.pro industry code is EDAJAMAE, Adaptive Learning & Personalized Instruction Software, with a secondary code of EDANAGAH, Test Prep Tutoring Platforms (SAT/ACT/GRE/GMAT, etc.). Its NAICS code is 611691 and its SIC code is 8200.