What Mindset Works does

Mindset Works, Inc. is a privately held education technology company founded in 2007 and headquartered in Walnut, California, that delivers growth mindset curriculum and professional development programs to K-12 schools, early childhood learning communities, and parents. The company's core products are Brainology®, a student-facing interactive program that teaches the science of brain plasticity and a growth mindset; MindsetMaker™, an online professional development course and resource suite for teachers and administrators; and GEM (Growing Early Mindsets), a PreK-3rd grade curriculum covering growth mindset, social-emotional learning (SEL), and mindfulness, which is recommended in the CASEL Guide as a quality SEL program.

The underlying technology is a web-based learning management system used to deliver curriculum, online courses, and downloadable resources to schools and homes. Distribution combines direct enterprise sales to schools and districts, a direct-to-consumer channel for parents and families, and content marketing via blog, YouTube, and a 3-day freemium preview registration. Revenue is generated primarily through annual school and district site licenses (subscription/recurring), one-time/perpetual parent and home program licenses, and professional development services. The company does not disclose pricing publicly.

Mindset Works differentiates on the strength of its association with Dr. Carol Dweck, the Stanford researcher who coined the terms "fixed mindset" and "growth mindset" and whose 30+ years of peer-reviewed research underpin the product portfolio. Dr. Dweck is explicitly noted as having no financial relationship with the company. The organization operates at a small scale (11-50 employees), has not disclosed any venture or private equity funding, and is currently rebuilding portions of its website while maintaining active contact channels.

Name

Mindset Works

Legal name

Mindset Works, Inc.

Website

https://mindsetworks.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

K-12 Social-Emotional Learning (SEL) Education Technology

NAICS

Professional and Management Development Training (611430), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Growth Mindset, Motivation & Goal-Setting Programs (EDAMAIAE)

akta.pro secondary industry

Mindfulness, Stress Management & Resilience Training (EDAMAIAD)

Keywords

• Social-emotional learning
• Growth mindset curriculum
• K-12 education technology
• Teacher professional development
• Student mindset programs

Headquarters

HQ city

Walnut

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. School Program Licensing: Revenue from licensing growth mindset programs to schools and districts, including curriculum materials, online courses, and professional development packages for teachers and administrators.
2. Parent/Home Programs: Direct sales of growth mindset programs and resources for home use by parents and families.
3. Professional Development Services: Training and professional development services for educators implementing growth mindset programs in classrooms.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Mindset Works provides an e-learning platform delivering growth mindset curriculum and professional development programs to K-12 schools, districts, and families. The portfolio includes three core programs: Brainology® (an interactive online student-facing program), MindsetMaker™ (an educator online professional development course with classroom resources), and GEM - Growing Early Mindsets (a PreK-3rd grade SEL and mindfulness curriculum). Programs are sold via school/district licensing, direct-to-consumer home licenses, and professional development services.

Product overview

Mindset Works offers a multi-product educational platform focused on growth mindset development for schools and homes. The portfolio consists of three core programs: Brainology® (an interactive student-facing online program), MindsetMaker™ (an educator professional development course with classroom resources), and GEM - Growing Early Mindsets (a curriculum for PreK-3rd grade teaching growth mindset, SEL, and mindfulness). The programs are available for school, home, and parent use, with some programs offered through a SchoolKit offering.

Differentiator

Problem solved

Functional benefit

Brands

• Brainology®: A growth mindset program featuring testimonials and perspective from students, teachers, and school principals on the growth mindset and Brainology® experience.
• GEM (Growing Early Mindsets)
• MindsetMaker™

Products and services

• Brainology® An interactive online program designed to help students develop a growth mindset through engaging content and activities, teaching students about brain science and how their abilities can be developed. Targeted at K-12 students in school and home settings.
• MindsetMaker™ An online course and suite of resources that equips teachers and administrators with knowledge and practical tools to bring growth mindset into the classroom. Targeted at K-12 educators and school administrators for professional development.
• GEM (Growing Early Mindsets) A comprehensive curriculum designed for teaching a growth mindset, social and emotional learning (SEL), and mindfulness for PreK-3rd grade learning communities. Recommended in the CASEL Guide as a quality program for Effective Social and Emotional Learning. Targeted at early childhood educators and families of young learners.

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• CASEL (Collaborative for Academic, Social, and Emotional Learning)coreOthersGEM (Growing Early Mindsets) program is recommended in the CASEL Guide as a quality program for Effective Social and Emotional Learning. This recognition validates the program's effectiveness and quality for SEL implementation in schools.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Nearpod: Nearpod provides interactive K-12 instructional content across subjects including SEL/wellness lessons, with school and district subscriptions. A broader incumbent whose SEL offering overlaps Mindset Works' curriculum category.
• EVERFI (Blackbaud): EVERFI delivers a wide catalog of K-12 digital curricula spanning SEL, financial literacy, and health. A broader incumbent that competes directly with Mindset Works on SEL/wellness topics but offers a much wider subject portfolio.
• Newsela: Newsela is a K-12 instructional content platform with topical SEL-adjacent content and district licensing. A broader incumbent with overlapping digital-curriculum distribution channels in the same school-buyer segment.

Direct peers

• Aperture Education: Aperture Education offers the DESSA suite of SEL assessments, instruction, and professional development for K-12. Comparable as a multi-product SEL platform sold to districts with educator PD.
• Committee for Children (Second Step): Second Step is one of the most widely used K-12 SEL curricula, sold through district licenses with educator training. Directly comparable to Mindset Works' school licensing model and SEL/growth-mindset content category.
• Panorama Education: Panorama provides a K-12 SEL survey, instruction, and analytics platform sold to districts. Directly comparable as a multi-product SEL suite with district licensing and educator professional development workflows.
• Kognito: Kognito builds simulation-based SEL and mental-health training for educators and students in K-12. Comparable to Mindset Works' digital curriculum-plus-PD model targeting the same educator audience.
• ClassDojo: ClassDojo is a widely adopted K-12 classroom communication and SEL platform, serving teachers, students, and parents. Directly comparable to Mindset Works as a digital SEL curriculum and culture tool sold into schools with parent engagement.
• Move This World: Move This World delivers PreK-12 SEL curriculum and educator PD, including mindfulness components. Directly comparable to Mindset Works' SEL/mindfulness offerings and district sales motion.

Emerging players

• Yale Center for Emotional Intelligence (RULER): RULER is a research-anchored K-12 SEL approach developed at Yale, with curriculum and training sold through schools. Comparable as a research-backed SEL program competing for the same educator PD budgets as Mindset Works.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/@mindsetworks6406
• Xx.com/MindsetWorks

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Mindset Works