The Positivity Project

What The Positivity Project does

The Positivity Project (P2) is a privately held US education company that delivers a PreK-12 character education curriculum built on positive psychology's 24 Character Strengths (the VIA Classification developed by Drs. Christopher Peterson and Martin Seligman). Founded in 2015 by West Point graduates and veterans Mike Erwin and Jeff Bryan, P2 sells ready-to-use daily 15-minute lessons delivered via Google Slides that require zero teacher preparation. The core Tier 1 daily curriculum is complemented by Tier 2 redirection resources and Tier 3 individualized toolkits, plus adjacent modules including Character Strengths Snapshot Surveys, P2 for Families (English and Spanish), project-based learning units, middle and high school electives, Relationships Courses, Service Learning resources, Character Cards, Mindful Moment practices, a book list, school announcement scripts, and Spanish-language resources. Professional development is delivered through P2 100/200 training, workshops, Leadership Retreats, and an annual National Conference.

The company generates revenue through annual subscriptions to individual schools and multi-year district-wide licensing agreements with quote-based pricing that varies by school size and contract term. Go-to-market is enterprise field sales targeting K-12 districts and schools, supported by free pilots, content marketing via posproject.org, organic referrals from 'P2 Champion' educators, and the freemium P2 for Families channel. The customer base comprises 800+ schools across more than 20 US states serving 400k+ students and 50k+ educators, with a stated growth target of 10,000 schools and 5 million students by 2030. As an ESSA Tier 2 evidence-based program, P2 is eligible for Title I-A, Title II, Title IV-A, IDEA, and Carl D. Perkins CTE funding, broadening the addressable budget for school and district buyers.

Name

The Positivity Project

Legal name

The Positivity Project

Website

https://posproject.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

The Positivity Project (P2) is a US-based PreK-12 character education company delivering research-based, 15-minute daily lessons built on positive psychology's 24 character strengths to schools and districts via Google Slides, serving 800+ schools across 20+ states through subscription partnerships.

Ownership category

akta.pro rank

Product category

K-12 Character Education Curriculum

NAICS

Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Behavioral Intervention & PBIS Supports (Tiered, Gen Ed) (EDAJAGAL)

Keywords

• K-12 character education
• Social emotional learning
• Positive psychology curriculum
• MTSS tiered interventions
• School district partnerships

Headquarters

HQ city

Pinehurst

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. School Partnership Subscription: Annual subscription model for individual schools providing full access to P2's digital resource library including Tier 1/2/3 lessons, training materials, and implementation support. Pricing is quote-based and varies by school size and partnership term.
2. District Partnership Subscription: Multi-year district-wide licensing agreements offering discounted rates compared to single-school pricing. Includes personalized implementation support delivered to each individual school within the district.
3. P2 for Families: Free public resource available without login or purchase. Families can access weekly character strength content at no cost. Schools/districts pay for comprehensive teacher resources.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

The Positivity Project (P2) is a research-based PreK-12 character education curriculum grounded in positive psychology's 24 Character Strengths framework. Its core offering is a library of 160+ scaffolded, zero-prep daily 15-minute lessons delivered via Google Slides, plus MTSS-aligned Tier 2 redirection resources, Tier 3 individualized toolkits, Character Strengths Surveys, family engagement materials, professional development, and implementation support. Customers (K-12 schools and districts) pay quote-based annual or multi-year subscription fees for full access to the digital resource library and implementation support; families access a free freemium subset.

Product overview

The Positivity Project (P2) is a research-based PreK-12 character education curriculum built around positive psychology's 24 character strengths. The core offering is the Tier 1 daily 15-minute lesson program delivered via Google Slides with over 160 scaffolded lessons per grade level requiring zero teacher prep. This core curriculum is complemented by Tier 2 redirection resources and Tier 3 toolkits for MTSS-aligned intervention. Supporting modules include Character Strengths Snapshot Surveys for self-assessment, P2 for Families (weekly 1-1-3 model engagement resources differentiated by grade bands), P2 for Educators (staff professional development), Project Based Learning library, Relationships Courses, Middle and High School Elective courses, Service Learning resources, Character Cards, Mindful Moment resources, P2 Book List, and School Announcement Scripts. Implementation is supported through P2 Training Programs (P2 100/200, Workshops, National Conference, Leadership Retreats), Implementation Playbooks, and site-based coaching. All partner school resources are accessible through an annual P2 Calendar and searchable Resource Library.

Differentiator

Problem solved

Functional benefit

Products and services

• P2 Core Curriculum (Tier 1 Daily Lessons) PreK-12 scaffolded daily 15-minute lessons delivered via Google Slides that teach one of the 24 character strengths each week, with over 160 lessons per grade level requiring zero teacher preparation; sold as an annual school or multi-year district subscription to K-12 educators and administrators.
• P2 Training Programs On-site and virtual professional development offerings for partner schools and districts, including P2 100 Implementation Training, P2 200 Advanced Training, P2 Workshops, an annual National Conference, and Leadership Retreats; intended for partner-school teachers, counselors, administrators, and district implementation teams.
• Character Strengths Snapshot Surveys Concise self-assessment surveys for grades PreK-1, 2-5, 6-12, and adults that produce a personal character strength profile; available to partner schools and districts as part of the P2 resource library.

Quantifiable outcome

• 69% reduction in chronic absenteeism at Discovery Elementary over 4 years
• +6 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sanford Harmony: Sanford Harmony is a no-cost SEL program for PreK-6 classrooms focused on building relationships and community—directly overlapping P2's relationship-building, character-strengths mission and US elementary school customer base.
• CharacterStrong: CharacterStrong is a direct competitor offering PreK-12 character education and SEL curriculum with daily lessons, aligned to MTSS/PBIS, sold via school and district subscriptions—the same core market and delivery model as The Positivity Project.
• Leader in Me (FranklinCovey): Leader in Me, operated by FranklinCovey, is a school-wide leadership and character education program sold to individual schools and districts—directly comparable to P2 in target customer (US K-12), product format (whole-school framework), and recurring subscription model.
• Second Step (Committee for Children): Committee for Children's Second Step is one of the most widely adopted PreK-8 SEL curricula in US schools, sold via district subscriptions with Tier 1/2/3 supports—making it a direct competitor in the same MTSS-aligned SEL/character education category.

Emerging players

• Purpose Prep: Purpose Prep is a smaller character education curriculum provider for K-12 schools with a daily-lesson model similar to P2's Tier 1 offering—an emerging competitor pursuing the same school and district buyers.
• PBIS Rewards: PBIS Rewards sells a behavior-tracking and recognition platform that supports PBIS/MTSS implementation in schools—adjacent to P2's behavioral and Tier 1/2/3 framework and often sold to the same district decision-makers.
• Aperture Education: Aperture Education provides the DESSA SEL assessment and intervention system used in K-12 MTSS frameworks, overlapping with P2's Tier 2/3 toolkit positioning and serving the same district buyers.
• Panorama Education: Panorama offers SEL and student-success measurement tools sold to K-12 districts; while primarily an assessment platform, it increasingly bundles curriculum and intervention resources that compete with P2's Tier 1/2/3 supports and outcome-tracking value proposition.

Broad incumbents

• ClassDojo: ClassDojo is a widely adopted K-8 classroom community and SEL/character platform with a large installed base of teachers—competing for the same school SEL budget and teacher engagement that P2 targets, though as a broader classroom-management platform.
• Newsela: Newsela is an established K-12 content platform selling subscription literacy and SEL-aligned content to districts—an incumbent with overlapping customer base and recurring-revenue model, though its core offering is instructional content rather than character curriculum.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The Positivity Project