Prendo

What Prendo does

Prendo (legal entity: Prendo Simulations Limited) is a UK-based, founder-managed company established in 1998 that develops and delivers advanced software-based leadership simulations used for experiential learning. Its first client was the Royal Dutch/Shell Group. The company serves two primary verticals: (1) business schools and universities that embed simulations into MBA, EMBA, executive education, and Masters programs (clients include Wharton, INSEAD, Columbia, Cambridge Judge, HEC Paris, IESE, Imperial, Oxford Saïd, Kellogg, ESSEC, and roughly two dozen other named institutions), and (2) corporate, government, and non-profit organisations (BAE Systems, Sellafield, UK Ministry of Justice, and disclosed logos including Amazon, BP, Petronas, and Arcadis) that use the simulations for project management, change management, stakeholder engagement, crisis management, and responsible leadership training.

The product portfolio comprises six core simulations—Pactio (stakeholder engagement/responsible leadership), Mutari (change leadership), Schola (project planning and controls), Spatium (leading complex projects), Kerovka (crisis management), and xChange (change and innovation). Simulations run via a downloadable "simulation player" application that connects to Prendo's servers via a per-run password. The core technology rests on two proprietary components: a simulation authoring and deployment system architected by director Alastair Giffin, and a proprietary modelling language built by Head of Technology Christophe Corboeuf that models unpredictable human/stakeholder dynamics. Simulations are available in English, French, and Spanish, delivered onsite, remotely, or blended, and several were co-developed with academic thought leaders (INSEAD's Henrik Bresman, MIT's Deborah Ancona).

The business model is a hybrid of usage-based software and professional services. Primary revenue is a per-password (per-simulation-run) fee, supplemented by onsite and remote facilitation, train-the-trainer certification events, and real-time workshop support. Pricing is quote-based and not publicly disclosed, configured through the self-service myWorkshop builder platform. Go-to-market combines direct enterprise/field sales, business-school faculty relationships, and a global network of channel/training-company partners across Australia, Brazil, France, India, Indonesia, Oman, Singapore, South Africa, and the UK, plus global partners Korn Ferry and Emeritus. The company is a private limited company with no disclosed external funding, headcount of 1–10, and a management team split between the UK and France.

Name

Prendo

Legal name

Prendo Simulations Limited

Website

https://prendo.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Prendo is a UK founder-managed developer of advanced software-based leadership simulations, sold on a per-run usage fee plus facilitation services to business schools and enterprise, government, and non-profit organisations worldwide.

Ownership category

akta.pro rank

Product category

Leadership Simulation Software

NAICS

Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114), Custom Computer Programming Services (541511)

SIC

Services-Educational Services (8200), Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)

akta.pro industry

PRIMARYEDAFAHAD

Simulation & Scenario-Based Learning Authoring

Education/Education Technology (EdTech) & Digital Learning/Content Authoring, Instructional Design & eLearning Development Tools

SECONDARYMPAFAAAH

Serious Games & Simulation Studios (Training, Defense, Enterprise)

Media, Entertainment & Sports/Gaming & Interactive Entertainment (Video Games, Esports)/Game Development Studios (PC/Console/Mobile)

SECONDARYEDAGAKAC

Corporate Learning & Training Content Development

Education/Educational Publishing & Learning Content/Instructional Design & Content Development Services

Keywords

• Leadership simulations
• Project management training
• Stakeholder engagement training
• Crisis management simulations
• Change management training

Headquarters

HQ city

East Molesey

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Simulation Software Access (Per Password): Participants download a simulation player application and access the simulation server via password. Prendo charges a per-password fee for each full run of the simulation. This is the primary revenue stream.
2. Onsite Workshop Facilitation: Prendo facilitators can travel anywhere in the world to facilitate simulation workshops, providing an additional service revenue stream.
3. Remote Workshop Facilitation: Prendo facilitators remotely facilitate workshops using virtual classroom technology, independently of participant location.
4. Train the Trainer Events: Training events for client facilitators (typically half to one day) to learn how to run Prendo workshops.
5. Real-time Workshop Support: Prendo provides real-time support over phone, Skype, email etc to client facilitators needing guidance on technical or pedagogical issues.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Prendo develops and sells a portfolio of six advanced software-based leadership simulations (Pactio, Mutari, Schola, Spatium, Kerovka, xChange) used by business schools, corporations, and government departments for experiential learning. Clients purchase per-simulation-password access, configure workshops via the myWorkshop builder platform, and can supplement software access with Prendo's onsite or remote facilitation, train-the-trainer events, and real-time workshop support.

Product overview

Prendo offers a portfolio of 6 advanced leadership simulations delivered as software-based workshops: Pactio (stakeholder engagement and responsible leadership), Mutari (change leadership and transformation), Schola (project planning and controls), Spatium (leading complex projects), Kerovka (crisis management), and xChange (change management and innovation). Simulations are accessed via a web-based 'simulation player' application that connects to Prendo's servers with a password. The company also provides the myworkshop.prendo.com platform for workshop configuration and ordering. Simulations are available in multiple languages (English, French, Spanish) and can be delivered in classroom, virtual, or blended formats. Associated services include trainer guides, onsite/remote facilitation, train-the-trainer events, and real-time workshop support.

Differentiator

Problem solved

Functional benefit

Products and services

• Pactio
• Mutari
• Schola
• Spatium
• Kerovka
• xChange
• myWorkshop Builder Platform

Quantifiable outcome

• Thousands of simulation workshops run over 20+ years with feedback from tens of thousands of participants
• +2 more outcomes

Named customers28 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

Feature3 records

Partnerships

22 partnerships are on record, tiered global partner, regional partner, co-development partner, academic thought leader, flagship academic partner, academic partner and long-term strategic partner.

• Korn Ferryglobal partnerChannel Partner/ Reseller/ DistributorGlobal training and consulting company that serves as a channel partner for Prendo simulations, integrating them into their leadership development offerings worldwide.
• Emeritusglobal partnerChannel Partner/ Reseller/ DistributorGlobal education platform that partners with top universities to offer professional courses, serving as a channel partner for Prendo simulations in executive education programs worldwide.
• Act Knowledge (Australia)regional partnerChannel Partner/ Reseller/ DistributorAustralian training company serving as regional channel partner for Prendo simulations in the Australian market.
• interlink (Australia)regional partnerChannel Partner/ Reseller/ DistributorAustralian training company serving as regional channel partner for Prendo simulations.
• ProjectLab (Brazil)regional partnerChannel Partner/ Reseller/ DistributorBrazilian training and project management company serving as regional channel partner for Prendo simulations in the Brazilian market.
• Lefebvre Dalloz (France)regional partnerChannel Partner/ Reseller/ DistributorFrench professional publishing and training company serving as regional channel partner for Prendo simulations in the French market.
• Setec Eocen (France)regional partnerChannel Partner/ Reseller/ DistributorFrench training company serving as regional channel partner for Prendo simulations.
• CEPM (India)regional partnerChannel Partner/ Reseller/ DistributorIndian training and consulting company serving as regional channel partner for Prendo simulations in the Indian market.
• Adovasz (Indonesia)regional partnerChannel Partner/ Reseller/ DistributorIndonesian training company serving as regional channel partner for Prendo simulations.
• DDI (Indonesia)regional partnerChannel Partner/ Reseller/ DistributorIndonesian training and development company (DayA Dimensi) serving as regional channel partner for Prendo simulations.
• New Metrics (Oman)regional partnerChannel Partner/ Reseller/ DistributorOmani training and consulting company serving as regional channel partner for Prendo simulations.
• Knowledge Method (Singapore)regional partnerChannel Partner/ Reseller/ DistributorSingaporean training company serving as regional channel partner for Prendo simulations in the Southeast Asian market.
• PiCubed (South Africa)regional partnerChannel Partner/ Reseller/ DistributorSouth African training company (pi3learning) serving as regional channel partner for Prendo simulations.
• Future Talent (UK)regional partnerChannel Partner/ Reseller/ DistributorUK-based training company (Future Talent Learning) serving as regional channel partner for Prendo simulations in the UK market.
• Sims4Training (UK)regional partnerChannel Partner/ Reseller/ DistributorUK-based training company serving as regional channel partner for Prendo simulations.
• xLEADco-development partnerStrategic or Co-development PartnerStrategic partner who collaborated with Prendo and INSEAD's Professor Henrik Bresman and MIT's Professor Deborah Ancona to develop the xChange simulation.
• Professor Henrik Bresman (INSEAD)academic thought leaderStrategic or Co-development PartnerINSEAD professor who collaborated with Prendo and xLEAD to co-develop the xChange simulation for change management and innovation leadership.
• Professor Deborah Ancona (MIT)academic thought leaderStrategic or Co-development PartnerMIT professor who collaborated with Prendo and xLEAD to co-develop the xChange simulation, contributing research-based frameworks for organizational change and leadership.
• INSEADflagship academic partnerStrategic or Co-development PartnerLeading global business school with campuses in Europe, Asia, and Middle East. Simulations have been co-authored with INSEAD professors, and 9 different INSEAD faculty use xChange in various programs. Alastair Giffin co-founded The Centre for Advanced Learning Technologies at INSEAD in 1994.
• Wharton Schoolacademic partnerStrategic or Co-development PartnerUniversity of Pennsylvania's business school. Simulations co-authored with Wharton professors; Pactio and Kerovka simulations regularly used in MBA, EMBA, and executive programs.
• MITacademic partnerStrategic or Co-development PartnerMassachusetts Institute of Technology. Professor Deborah Ancona collaborated on xChange simulation development, bringing MIT research on organizational change and leadership.
• Major Projects Associationlong-term strategic partnerStrategic or Co-development PartnerUK-based membership association for organizations engaged in major projects. In 2007, collaborated with Prendo to develop a comprehensive simulation capturing key disciplines of major project delivery. Partnership extended in 2016 for version 2 development. Pactio simulation used on annual program since 1999.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• BTS (Business Training Solutions): BTS is a much larger corporate-focused consultancy that builds and delivers business simulations for Fortune 500 leadership development. Broader incumbent in the same corporate simulation niche as Prendo's enterprise business.
• Harvard Business Publishing (Marketplace Simulations): Harvard Business Publishing's Marketplace Simulations is the incumbent category leader in business school simulations and is bundled with Harvard case materials. Broader than Prendo's niche but serves the same faculty and corporate L&D buyers with simulation content.

Direct peers

• GoVenture: GoVenture builds experiential learning simulations and games for business, entrepreneurship, and life-skills used in schools and corporate training. Directly competitive with Prendo as another small-to-mid simulation specialist serving educators and trainers.
• Capsim: Capsim develops business simulations (Capstone, Foundation, etc.) used widely in business school courses for experiential learning. Directly comparable to Prendo's six-simulation portfolio as a simulation-authoring tool sold into universities and corporate programs.
• Interpretive Simulations: Interpretive Simulations publishes StratSim and other management/business simulations used in business schools and corporate training. Closest direct peer to Prendo in terms of software-based management simulations for higher-ed and enterprise.
• Paradigm Learning: Paradigm Learning develops business games and simulations (e.g., Project Management/Prisoner's Dilemma variants) for corporate training. Same simulation-for-learning category and similar enterprise training buyer as Prendo.
• Smartsims: Smartsims produces management simulations (e.g., MikesBikes, PopDirect) widely adopted by universities and business programs. Comparable simulation catalogue and customer base to Prendo.

Emerging players

• Forio Online Simulations: Forio provides a simulation-authoring and hosting platform used by business schools and consultancies to build interactive simulations. Competes with Prendo at the platform/infrastructure layer that powers leadership simulations.
• Action Learning Associates: Action Learning Associates and similar experiential learning consultancies partner with simulation specialists. Adjacent/emerging player in the experiential leadership development space Prendo addresses.

Others

• Deloitte Leadership / Korn Ferry (corporate L&D divisions): Korn Ferry is both a Prendo channel partner and a competitor in delivering corporate leadership development. Represents a large incumbent consulting firm that increasingly competes with or enables simulation-led leadership training at enterprise scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/prendo-simulations

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Prendo