The Good Schools Guide
The Good Schools Guide, founded in 1986, provides independent reviews of 1,300+ UK and 300+ international schools, expert education articles, and bespoke school-placement consultancy to families navigating UK and international schooling decisions.
- Company typePrivate
- Founded1986
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What The Good Schools Guide does
The Good Schools Guide is a UK-based education information and advisory company founded in 1986, providing independent reviews of schools and education-adjacent services to parents. Its core products are a library of 1,300+ in-depth UK school reviews and 300+ international school reviews across 40 countries, written by a global team of 45 reviewers and updated annually, drawing on a database of 30,000+ schools. Reviews are published on a web-based platform with search by location, school name, and article content, and are gated behind a paid "Unlock Reviews" subscription priced from £17.99 (one month) to £139.99 (12 months), with international reviews available at £39. Free account registration, a bi-monthly newsletter, expert-written articles, area guides, and tutor-company reviews sit above the subscription paywall as top-of-funnel content, supporting an SEO-led acquisition model with no disclosed paid advertising.
Beyond content, the company runs a bespoke education consultancy supporting roughly 400 families per year with personalized school selection, UK admissions, SEND placement, international relocation, scholarships, and university applications — services priced and delivered separately from the review subscription. Distribution is digital-first direct-to-consumer (website, newsletters, organic search) supplemented by a print bookshop for parents preferring physical guides. The company is privately held with no disclosed institutional funding, no parent company, and no subsidiaries, and has operated continuously under founder-family ownership since 1986.
The Good Schools Guide firmographics
Firmographics- Name
- The Good Schools Guide
- Legal name
- The Good Schools Guide
- Website
- https://goodschoolsguide.co.uk
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Good Schools Guide, founded in 1986, provides independent reviews of 1,300+ UK and 300+ international schools, expert education articles, and bespoke school-placement consultancy to families navigating UK and international schooling decisions.
- Ownership category
- akta.pro rank
The Good Schools Guide industry classification
Industry- Product category
- Educational Advisory Services
- NAICS
- Educational Support Services (611710), Educational Support Services (6117), Educational Support Services (61171)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Study Skills & Academic Success Guides (Students) (EDAGAIAJ)
- akta.pro secondary industries
- Academic Quality Reviews (Program & Department) (EDADAGAC), Special Needs & Learning Differences Private Schools (EDAJABAH)
Keywords
Where The Good Schools Guide is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Good Schools Guide business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Review Access Subscriptions: One-off payment access to school and tutor reviews with tiered pricing based on duration (1 month to 12 months). UK schools & tutor reviews from £17.99; International school reviews at £39.
- Print Publications: The Good Schools Guide bookshop sells printed versions of school reviews for those who prefer print to digital.
- Education Consultancy Services: Bespoke education consultancy services for families needing personalized school selection advice, including UK schools, SEND support, international education, and university applications.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | UK Schools & Tutor Reviews - 1 month access |
| One time/ perpetual license | Pay-as-you-go | UK Schools & Tutor Reviews - 3 months access |
| One time/ perpetual license | Pay-as-you-go | UK Schools & Tutor Reviews - 6 months access |
| One time/ perpetual license | Pay-as-you-go | UK Schools & Tutor Reviews - 12 months access |
| One time/ perpetual license | Pay-as-you-go | International School Reviews |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
The Good Schools Guide product offering
Product offeringCore offering
The Good Schools Guide provides independent, expert-written reviews of UK and international schools, alongside a paid subscription service unlocking full review access. It also sells bespoke education consultancy to families navigating school selection, SEND provision, international relocation, and university applications, supported by a free editorial library of articles and local area guides.
Product overview
The Good Schools Guide is an educational review and advisory platform offering a comprehensive suite of products and services for parents seeking school placement guidance. The core offering consists of 1,300+ UK school reviews and 300+ international school reviews, accessible via a paid subscription (Unlock Reviews). Supporting services include education consultancy (UK school admissions, SEND support, international relocation, scholarships), tutor company reviews, expert-written articles, and local area guides. The company also offers a print bookshop for those preferring physical guides. The platform operates on a freemium model with free accounts providing newsletter and shortlisting features, while full review access requires paid subscription.
Differentiator
Problem solved
Functional benefit
Products and services
- UK School Reviews Independent, expert-written reviews of UK state, grammar, independent, and boarding schools covering academic results, SEND provision, pastoral care, and facilities. Accessible to paying subscribers.
- International School Reviews Reviews of 300+ international and bilingual schools across 40+ countries and 70+ global cities, written by locally-based experts familiar with each education system. Priced at £39 for access.
- Tutor Company Reviews Independent reviews of UK tutoring companies covering in-person and online tutors, 11-plus preparation, GCSE and A-level support, and Oxbridge preparation.
- Unlock Reviews Subscription Paid subscription tier unlocking instant access to 1,300+ UK school and tutor reviews plus exclusive school data. Tiered one-off payments: £17.99 (1 month), £39.99 (3 months, save 25%), £75.99 (6 months, save 30%), £139.99 (12 months, save 35%).
- Education Consultancy Services Bespoke paid advisory service for families navigating school selection, UK school admissions, SEND support, international relocation, scholarships and bursaries, and university applications. Includes assessments and school-place negotiation. Supports approximately 400 families per year and incorporates the SEND-specialist offering.
- The Good Schools Guide Bookshop Print versions of school reviews and educational guides sold via the company website for families preferring physical books to digital access.
Quantifiable outcome
- 1,300+ UK school reviews and 300+ international reviews available to subscribers
- +2 more outcomes
Companies that use The Good Schools Guide
Customer profileSegments5 records
Ideal customer profiles4 records
The Good Schools Guide technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Good Schools Guide partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights6 records
The Good Schools Guide competitors and assessment
Company assessmentBroad incumbents
- SchoolDigger: US K-12 school data and comparison platform with rankings and profiles. Comparable as a school data and comparison resource for parents, though US-focused rather than UK/international.
- Niche: US K-12 and college information platform with reviews, rankings, and data on schools. Comparable as a parent-facing school review and comparison platform, though broader in scope covering colleges and neighborhoods.
- GreatSchools: Large US-based school information platform with reviews, ratings, and data on K-12 schools. Comparable in product format (school reviews and information for parents) but operates at much greater scale in the US rather than UK.
Direct peers
- Mumsnet: UK-based parent community and advice platform covering schools, parenting, and education. Closely comparable as a UK consumer-facing editorial platform monetizing parent engagement with education content, though broader than schools alone.
- WhichSchoolAdvisor: International and UK school reviews and advisory platform covering curricula, fees, and admissions guidance. Most directly comparable peer in the international school review space with similar editorial format and parent audience.
- ISC Research: Provider of market intelligence and data on the international schools sector, including school profiles and consultancy services. Comparable as an international school information and advisory business serving families and operators.
- The Times and Sunday Times Schools Guide: Long-running UK school league tables and reviews published with The Times newspaper. Directly comparable as a UK school performance review product serving the same parent audience with editorial school rankings.
- Tatler Schools Guide: UK-focused guide to independent and preparatory schools published under the Tatler brand. Comparable as a curated editorial school review product targeting UK parents seeking premium independent school placements.
Regional players
- Relocate Magazine: UK-based magazine and digital platform covering international relocation including school search and advice. Comparable in serving internationally relocating families with school information, though focused primarily on EMEA readership.
Emerging players
- EduBase (School Guide): UK parent-focused platform aggregating school information, catchment areas, and reviews. Comparable as a UK consumer-facing school information resource though lighter on editorial depth and SEND specialization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
The Good Schools Guide social profiles
Digital presenceThe Good Schools Guide financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Good Schools Guide leadership team
Management profileNumber of profiles
Profiles3 records
The Good Schools Guide funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Good Schools Guide M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Good Schools Guide
What does The Good Schools Guide do?
The Good Schools Guide provides independent, expert-written reviews of UK and international schools, alongside a paid subscription service unlocking full review access. It also sells bespoke education consultancy to families navigating school selection, SEND provision, international relocation, and university applications, supported by a free editorial library of articles and local area guides.
Is The Good Schools Guide a public or private company?
The Good Schools Guide is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Good Schools Guide founded?
The Good Schools Guide was founded in 1986. It employs 51 to 100 people.
Where is The Good Schools Guide based?
The Good Schools Guide is headquartered in London, United Kingdom, in the Europe region.
How does The Good Schools Guide make money?
Three revenue lines are on record. Review Access Subscriptions are the primary driver. The others are print Publications and education Consultancy Services.
Who are The Good Schools Guide's main competitors?
Broad incumbents on record are SchoolDigger, Niche and GreatSchools. Direct peers are Mumsnet, WhichSchoolAdvisor, ISC Research, The Times and Sunday Times Schools Guide and Tatler Schools Guide. Relocate Magazine is listed as a regional player. EduBase (School Guide) is listed as an emerging player.
Does The Good Schools Guide have an API?
No public API is recorded for The Good Schools Guide.
What industry is The Good Schools Guide in?
The Good Schools Guide's product category is Educational Advisory Services. Its primary akta.pro industry code is EDAGAIAJ, Study Skills & Academic Success Guides (Students), with a secondary code of EDADAGAC, Academic Quality Reviews (Program & Department). Its NAICS code is 611710 and its SIC code is 8200.