What Doodle Maths does

DoodleLearning, operating under the legal entity Discovery Education Europe Limited and headquartered in Bath, United Kingdom, is an educational technology company that builds adaptive learning applications for primary-aged children (EYFS through KS3, roughly ages 4–14). The platform is built around four core apps — DoodleMaths, DoodleTables, DoodleEnglish, and DoodleSpell — backed by a library of 40,000+ interactive exercises and a proprietary adaptive algorithm that generates a personalised work programme for each learner based on their ability level, automatically marks responses, and surfaces progression insights to parents and teachers via online dashboards. The company was founded in 2011 and operates with 51–100 employees.

DoodleLearning runs a hybrid go-to-market. On the consumer side it targets families through a product-led motion with a 7-day free trial and monthly subscription pricing across iOS, Android, Amazon, and web. On the institutional side it sells subscription licences to UK primary schools, secondary schools, SEN schools, independent schools, international schools, and Multi-Academy Trusts via a sales-led motion with dedicated school success advisors, demos, and digital tours. The company is a subsidiary of Discovery Education, a global education technology group, and serves markets in the United Kingdom, Australia, and the United States through localised websites and app store listings.

The business is entirely subscription-based across three streams (family, school, trust) and relies on a hybrid distribution model that combines app-store self-serve for consumers with direct field sales for schools and MATs. It claims reach of 10,000+ teachers and 1,000,000+ children, with a published outcome that 10 minutes of daily use doubles progression rate, based on a sample of 60,282 children assessed between February 2021 and February 2022.

Name

Doodle Maths

Legal name

Discovery Education Europe Limited

Website

https://doodlemaths.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

DoodleLearning is a Bath, UK-based EdTech subsidiary of Discovery Education that builds adaptive maths and English learning apps (DoodleMaths, DoodleTables, DoodleEnglish, DoodleSpell) for children aged 4–14, sold via parent subscriptions and school/Multi-Academy Trust licences across the UK, Australia, and the US.

Ownership category

akta.pro rank

Product category

Adaptive Educational Software

NAICS

Exam Preparation and Tutoring (611691), All Other Schools and Instruction (61169)

akta.pro primary industry

Early Numeracy & Math Readiness Tools (EDACANAB)

akta.pro secondary industries

Math Games, Puzzles & Recreational Math Programs (EDAMAEAM), Early Literacy & Pre-Reading Learning Tools (EDAFAOAO)

Keywords

• Adaptive learning software
• Personalized learning apps
• Educational technology
• Maths learning platform
• Primary school software

Headquarters

HQ city

Bath

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Family/Parent Subscriptions: Subscription-based access to four apps (DoodleMaths, DoodleTables, DoodleEnglish, DoodleSpell) for families with a 7-day free trial period. Parents can purchase subscriptions for their children.
2. School/Institution Subscriptions: School-wide licensing for primary schools, secondary schools, SEN schools, independent schools, and international schools with pricing based on institution size.
3. Trust/MAT Subscriptions: Multi-Academy Trust licensing with dedicated support and pilot programs available for trusts.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

DoodleLearning (formerly Doodle Maths) develops and sells four adaptive learning apps — DoodleMaths, DoodleTables, DoodleEnglish, and DoodleSpell — that personalize maths and English practice for children aged 4-14 (EYFS through KS3). The platform delivers 40,000+ interactive exercises tailored to each learner's ability level and is sold via subscriptions to families and schools.

Product overview

DoodleLearning is a platform-plus-modules architecture offering four distinct core learning apps for children aged EYFS through KS3: DoodleMaths (maths), DoodleTables (times tables), DoodleEnglish (literacy), and DoodleSpell (spelling). Each app creates a personalized work programme tailored to the individual learner's needs, covering the core areas of maths and English. The products serve both families (for parents) and schools (for teachers), and are designed to be used for 10 minutes a day to boost confidence and ability.

Differentiator

Problem solved

Functional benefit

Brands

• DoodleMaths: Maths app filled with 40,000+ interactive exercises that builds numerical reasoning and problem-solving skills for learners.
• DoodleTables
• DoodleEnglish
• DoodleSpell

Products and services

• DoodleMaths A maths learning app filled with 40,000+ interactive exercises that builds numerical reasoning and problem-solving skills. It creates a personalized work programme tailored to each child's ability and is used for 10 minutes of daily practice. Designed for learners from EYFS through KS3 and serves both families and schools.
• DoodleTables A times tables app that helps children understand the relationships between numbers, going beyond instant recall to help them memorise their times tables. Personalised by the adaptive learning algorithm and used in both home and school settings.
• DoodleEnglish An English learning app covering spelling, grammar, punctuation and comprehension, building core literacy skills and exploring language in real-life contexts. Uses the same adaptive personalisation engine to set work at the right level for each child.
• DoodleSpell A spelling app that helps learners understand the meaning behind words and how to use them in sentences, improving vocabulary beyond traditional 'look, write, cover, check' methods. Personalised via the adaptive learning engine.

Quantifiable outcome

• Using Doodle for 10 minutes a day doubles a child's rate of progression (based on 18 questions/day; data from 60,282 children, Feb 2021 – Feb 2022)

Named customers6 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

AI capability2 records

Feature7 records

Partnerships

One partnership is on record.

• Discovery Education Europe LimitedcoreOEM/ Whitelabel/ Licensing PartnerDoodleLearning is operated by Discovery Education Europe Limited. The company is a subsidiary of Discovery Education, a global leader in educational technology content and platforms.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Sumdog: Sumdog offers adaptive maths, spelling, and reading practice for primary-aged children via a school and family subscription model. It competes head-to-head with DoodleMaths, DoodleEnglish, and DoodleSpell in UK and international primary school markets.
• Mathletics (3P Learning): Mathletics is a leading adaptive maths platform for primary and secondary school students, operating on a similar subscription model to schools and families. It is the closest direct competitor to DoodleMaths in the personalised primary maths space.
• Matific: Matific provides adaptive primary maths activities for EYFS through KS2, sold via school subscriptions. It is a direct competitor to DoodleMaths in the UK and international primary school maths space.
• Times Tables Rock Stars: Times Tables Rock Stars is a UK-focused times-tables practice app widely adopted in primary schools, directly competing with DoodleTables. Both target the same teacher/parent buyers with similar gamified, school-licensed subscription models.
• Prodigy Education: Prodigy offers adaptive, game-based maths practice for primary students via freemium and school subscriptions. It overlaps with DoodleMaths on the adaptive primary maths use case and competes for the same parent and school budgets.
• Reading Eggs (Blake eLearning): Reading Eggs is a leading early literacy and reading app for primary-aged children, sold via family and school subscriptions. It is a direct competitor to DoodleEnglish and DoodleSpell in the UK primary literacy market.
• Khan Academy Kids: Khan Academy Kids is a free, adaptive early-childhood learning app covering maths and literacy. While free-to-consumer, it competes directly with DoodleMaths and DoodleEnglish for the same parent and teacher adoption — particularly in budget-constrained school contexts.
• IXL: IXL is a personalised learning platform covering maths and English for K-12 students with school and family subscriptions. It is a broad incumbent competitor with deep content coverage that overlaps materially with DoodleMaths and DoodleEnglish.

Emerging players

• Century Tech: Century Tech offers AI-powered personalised learning for schools, covering maths, English, and science. While broader in scope, it competes with DoodleLearning for school/trust contracts in the UK and overlaps on the adaptive personalisation angle.

Broad incumbents

• Discovery Education (parent): Discovery Education is the corporate parent of DoodleLearning and a global K-12 digital content platform. While its core streaming content product differs from Doodle's adaptive practice apps, the brand overlap and shared school buyer relationships make it a strategic adjacent incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/doodlemaths
• YouTubeyoutube.com/channel/UC71zuVQOy13OnVNol-ME2dw
• Facebookfacebook.com/doodlemaths
• Instagraminstagram.com/doodlelearning_
• LinkedInlinkedin.com/company/doodlemaths

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors1 record

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 Doodle Maths