Jai Institute for Parenting

What Jai Institute for Parenting does

Jai Institute for Parenting is a privately held, US-based online education company operating under Wise Workshops LLC that delivers a 7-month Parent Coach Certification program. Founded in 2011 by Kiva Schuler and currently led by Owner & CEO Sarah R. Moore, the program is structured into three sequential phases (Personal Transformation & Relational Awareness, Coaching Skills & Applied Facilitation, and Business Development & Sustainable Practice) and is delivered via a cloud-based learning platform with on-demand video modules, interactive workbooks, weekly live instruction over Zoom, and a moderated community on Circle. The proprietary curriculum is anchored in five scientific pillars — Attachment Science, Non-Violent Communication, Nervous System Science, Mindsight & Brain Science, and Emotional Intelligence — and includes named frameworks such as ANCHOR (a nervous system regulation model) and the Empowered Communication Framework, refined over 12 years by an in-house trainer team.

The business model is a one-time certification tuition of $3,750 (pay-in-full) or $4,750 (payment plan), with lifetime access to curriculum, a 12-week turnkey client curriculum licensed for use with graduates' own clients, free unlimited enrollments, and optional advanced trainings as add-on revenue. Go-to-market is consumer-direct and global: a self-serve online application feeding an admissions advisor motion, supported by content marketing (blog, podcast, newsletter, topical resource libraries), free information sessions, earned media (ABC, NBC, HuffPost, NTD), and a public Coaches Directory that drives graduate client acquisition. The company has certified 2,500+ coaches across 65+ countries, with explicit segmentation into passionate parents, aspiring coaches, therapists, healthcare professionals, educators, and purpose-driven entrepreneurs. Customer evidence is entirely individual-consumer or sole-practitioner; the customer base is long-tail and not enterprise-concentrated. Operations are lean (1–10 employees), there is no disclosed institutional funding, and the company is BBB accredited.

Name

Jai Institute for Parenting

Legal name

Wise Workshops LLC DBA Jai Institute for Parenting

Website

https://www.jaiinstituteforparenting.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Jai Institute for Parenting is a US-based online education company that delivers a 7-month, evidence-based Parent Coach Certification program to individuals worldwide, with 2,500+ graduates across 65+ countries seeking personal transformation or a parent coaching career.

Ownership category

akta.pro rank

Product category

Parenting Coach Certification and Education

NAICS

Professional and Management Development Training (61143), Educational Services (611)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Home Visiting & Parent Coaching Programs (EDACALAC)

Keywords

• Parent coach certification
• Online parenting education
• Coaching certification program
• Parent coaching training
• Professional parenting courses

Headquarters

HQ city

Santa Monica

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Parent Coach Certification Program Tuition: One-time certification program tuition for the 7-month online training program. Two payment options: full payment of $3,750 or payment plan of $4,750. Tuition includes lifetime access to curriculum, community space, and licensing agreements for using proprietary materials.
2. Optional Advanced Services: Advanced coach trainings, ongoing programs, and marketing packages are offered to graduates as optional add-ons, though no mandatory ongoing licensing or membership fees exist after graduation.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Jai Institute for Parenting delivers a 7-month online Parent Coach Certification Program that trains and certifies individuals to become professional parent coaches. The program is structured in three phases over 28 weeks (personal transformation, coaching skills, and business development), delivered via live Zoom classes, video modules, and a moderated community. Tuition is $3,750 paid in full or $4,750 on a payment plan, and graduates receive lifetime curriculum access, a 12-week turnkey client curriculum, and licensing agreements for proprietary materials.

Product overview

The Jai Institute for Parenting offers a single primary product: the 7-Month Parent Coach Certification Program, a comprehensive online training course that certifies individuals as parenting coaches. The program is structured in three sequential phases delivered over 28 weeks: Phase One (Personal Transformation & Relational Awareness), Phase Two (Coaching Skills & Applied Facilitation), and Phase Three (Business Development & Sustainable Practice). Supporting the core program are integrated components including weekly live Zoom sessions, small integration groups for peer learning, peer and trainer coaching feedback sessions, a practice client practicicum, lifetime access to curriculum materials including video modules and workbooks, and a 12-week turnkey client curriculum for graduates to use with their own clients. The company also provides free resources including an information session, ultimate guide to parent coaching, newsletter, podcast (The Parent Coaching Show), blog articles, resource libraries on topics like yelling and spanking, and maintains a Coaches Directory for certified graduates. The program tuition is $4,750 (payment plan) or $3,750 (full payment), with a satisfaction guarantee allowing full refund within 10 days of cohort start or 30 days from purchase.

Differentiator

Problem solved

Functional benefit

Products and services

• 7-Month Parent Coach Certification Program A 7-month online training program that certifies individuals as parenting coaches. Delivered over 28 weeks in three phases: Phase One (Weeks 1-12) covers personal transformation and relational awareness; Phase Two (Weeks 13-24) covers coaching skills and applied facilitation; Phase Three (Weeks 25-28) covers business development and sustainable practice. Tuition is $3,750 paid in full or $4,750 on a payment plan. Includes weekly live Zoom classes, small integration groups, peer and trainer coaching feedback, practice client practicum, lifetime curriculum access, a 12-week turnkey client curriculum, and licensing agreements for proprietary materials. Designed for parents seeking transformation, aspiring coaches, therapists, healthcare professionals, educators, and purpose-driven entrepreneurs across 65+ countries.

Quantifiable outcome

• 91% of students rated their experience as 8+ stars on end-of-program surveys
• +1 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Parent Coaching Institute: One of the most direct competitors in parent coach certification. Offers a comparable certification program for aspiring and professional parent coaches, serving the same core customer segments as Jai.
• Center for Coaching Certification (CFCC): ICF-approved coaching certification provider with programs that include niches serving parents, educators, and helping professionals. Direct competitor in the online certification space with similar business model.
• iPEC Coaching: Large, established life coach certification and training program with online delivery and corporate training reach. Direct competitor for aspiring coaches, including those interested in parent/family coaching specialties.
• Coach Training Alliance (CTA): Online coach certification school offering accredited life and specialty coach training. Comparable in operating model, cohort-friendly delivery, and target audience of aspiring professional coaches.

Broad incumbents

• CTI (Coaches Training Institute): One of the largest and most recognized coach training schools globally, with co-active coaching methodology. Larger brand with broader curriculum but overlapping customer base of aspiring and professional coaches.
• Martha Beck Life Coach Training: Premium life coach certification program from a well-known author and life coach. Comparable audience (purpose-driven aspiring coaches) and similar use of cohorts and lifetime community access.
• The Life Coach School: Large online life coach certification and education business with strong content marketing and certification offerings. Comparable coach certification product and target audience of career-changers.

Emerging players

• Hand in Hand Parenting: Parent education and training organization offering courses and certifications for parents and parent-facing professionals. Comparable in evidence-based parent education and adjacent training/coaching niche.
• Positive Discipline: Provides educator and parent training programs and certifications rooted in Adlerian psychology. Overlaps with Jai on parent/educator training audience and certification-led business model.

Others

• International Coach Federation (ICF): The leading global credentialing body for professional coaches. Not a direct competitor but highly relevant as an ecosystem participant; Jai graduates pursue ICF-aligned credentials, and ICF accreditation is a key trust signal in the certification market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/jaiparenting
• Facebookfacebook.com/JaiInstitute
• LinkedInlinkedin.com/company/jai-institute-for-parenting

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Jai Institute for Parenting