Lurnable.com

What Lurnable.com does

Lurnable Ltd is a privately held education and career-guidance company incorporated in England and Wales, founded in 2016 (rebranded from an earlier 2009 venture called MonkeyBaba) and operated by founder Nithya Prabu from Bristol, UK, with supporting operations in India. The company has 1–10 employees and is bootstrapped with no disclosed institutional funding. Lurnable operates an integrated ecosystem of six platforms — Lurnable.app (ages 11–17), Lurnable Advisory (ages 13–25), LADI Academy (advisor certification), Atri AI (conversational mentor), Linkuble (higher education internationalisation), and the partner platform Skilluble — built around a proprietary Decision Intelligence methodology that combines 17 psychometric and contextual instruments, a six-stage DECIDE Framework, LIRA institution scoring, PRISM profiling, and a 47-factor AI Readiness Score.

The technology stack centres on Atri, an AI conversational mentor that synthesises psychometric data into personalised career narratives, session briefs, and fit scores across 6,000+ careers, 371,000+ courses, and 28,000+ institutions. Lurnable monetises through nine distinct revenue streams: CDI certification fees (£100–£500, one-time), advisor platform subscriptions (£18–£28/month), UCP and Aspire programme enrolments, one-to-one advisory consultations at £100/hour, annual school enterprise licences priced per student, partner referral commissions (15% recurring / 10% per enrolment), and B2C and Atri premium subscriptions.

Customer segments span students and families (B2C, primary), schools and colleges in the UK and India (B2B enterprise, aligned to Gatsby Benchmarks and NEP 2020), certified career advisors (B2B prosumer), higher education institutions via Linkuble, adult professionals, and charities/NGOs through the Lurnable for Good programme. Distribution combines self-serve PLG, partner referrals, WhatsApp direct sales, SEO content marketing via a 100-article Decision Library, and a community-led certification academy operating across 6+ countries.

Name

Lurnable.com

Legal name

Lurnable Ltd

Website

https://lurnable.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Lurnable Ltd is a UK-based, bootstrapped education company operating a Decision Intelligence ecosystem — Lurnable.app, Advisory, LADI Academy, Atri AI, and Linkuble — that delivers AI-augmented career and education guidance built on 17 psychometric instruments for students aged 11–25, families, schools, advisors, and higher education institutions across 6+ countries.

Ownership category

akta.pro rank

Product category

Education Technology (Career Guidance & Psychometric Assessment Software)

NAICS

Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Essay, Resume & Portfolio Coaching Platforms (EDAFAMAD)

Keywords

• Career guidance software
• Education technology platforms
• AI tutoring system
• Psychometric assessment tools
• Student advisory services

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Offices4 records

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. CDI Certification Fees: One-time credential fees for Chartered Decision Intelligence certification at four levels: CDIA (£100), CDIv (£200), CDIF (£500). Course content free to access; fees charged for credential claims.
2. Advisor Platform Subscriptions: Monthly subscriptions for certified advisors to access practice management tools: Free plan (up to 5 students), Premium (£18/mo), Premium + Atri (£28/mo). Platform subscription required to run advisory practice with full features.
3. UCP Programme Enrolments: Revenue from Ultimate Career Pathway programme enrolments - 10-week structured career intelligence programme delivered by certified advisors to students. Includes UCP Complete, UCP Teens, and UCP Athletes pathways.
4. Aspire Programme Enrolments: Premium programme for elite university admissions (Oxbridge, Ivy League, NUS/NTU) combining AI-powered profile analysis, content development, and expert consultation.
5. Advisory Consultations: One-to-one advisory consultations delivered personally by certified advisors at £100 per hour (Nithya Prabu rate). Premium guidance for high-stakes decisions.
6. School Licences: Annual school licences priced per student enrolled. Enterprise tier includes unlimited student access, Atri, dashboards, analytics, and certified CDI advisor support.
7. Partner Commission Revenue: Commission from partner referrals: 15% recurring on certifications and subscriptions, 10% per programme enrolment. Partners earn on student referrals, advisor certifications, and school contracts.
8. B2C Platform Subscriptions: Monthly and annual subscriptions for families and students accessing premium career intelligence tools, DECIDE and PRISM frameworks, course finder, university explorer, and application tools.
9. Atri Premium Subscriptions: AI career guidance platform offering personalised discovery conversations, career pathway analysis, and development planning as standalone premium subscription.

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels9 records

Core offering

Lurnable.com is an education technology company that builds AI-powered career guidance and psychometric assessment products for students aged 11-25. Its core offerings include the Atri AI conversational mentor, the Lurnable.app student platform, premium 1:1 advisory programs (UCP, Aspire, UCP Teens, UCP Athletes, Adult Programme), the LADI Academy advisor certification, the Linkuble higher-education platform, and the Lurnable Advisory Platform for advisors. The company serves students and families directly while also licensing its tools and training to schools, advisors, and higher-education institutions.

Product overview

Lurnable is an ecosystem of connected platforms providing Decision Intelligence for career and education decisions. The core offering centers on Atri, an AI conversational mentor that powers the ecosystem. Lurnable.app serves students aged 11–17 with structured self-discovery and career guidance using the DECIDE Framework. Lurnable Advisory provides premium one-to-one programmes (UCP, Aspire, Teens, Athletes) for ages 13–25. LADI Academy certifies advisors through the CDI four-level qualification. The Lurnable Advisory Platform offers practice management software for certified advisors. Linkuble serves higher education institutions with internationalisation intelligence. Supporting products include Skilluble (skills development), Decision Library (100+ articles), and proprietary frameworks including DECIDE, PRISM, LIRA, and LIRI. The ecosystem serves students, families, schools, advisors, and institutions across six countries, addressing the full lifecycle from early career exploration through adult career transitions.

Differentiator

Problem solved

Functional benefit

Products and services

• Lurnable.app Self-serve web platform for students aged 11-17, providing self-understanding tools, skill exploration, career direction workflows, admissions readiness support, and a free plan plus paid Starter, Standard and Premium tiers.
• Atri AI Conversational AI mentor available through web (Atri.chat) and WhatsApp, designed for students and young professionals to receive 24/7 career guidance grounded in Lurnable's DECIDE framework and 17 psychometric instruments.
• Lurnable Advisory (UCP, Aspire, UCP Teens, UCP Athletes, Adult Programme) Premium 1:1 advisory programmes for ages 13-25, including UCP (grades 8-12), UCP Teens, UCP Athletes, Aspire (for undergraduates), and the Adult Programme, delivered by certified advisors and combining assessments, mentoring and structured planning.
• LADI Academy (LADI Certification, four CDI levels) Certification programme for career advisors offering the LADI Certification across four CDI levels, training participants on Lurnable's frameworks, psychometric instruments, and delivery of partner-priced advisory services to their own clients.
• Linkuble Higher-education platform that supports universities, colleges and channel partners with structured student matching, admissions readiness assessment, and placement workflows, integrating Lurnable's psychometric and AI capabilities into recruitment and partner channels.
• Lurnable Advisory Platform (SaaS for advisors) SaaS platform for certified advisors that provides tooling to administer Lurnable assessments, deliver advisory programmes, manage clients, and operate under Lurnable's partner pricing structure.
• School licences (Lurnable Tier 1, Tier 2, Tier 3) Tiered institutional licences for schools (Tier 1, Tier 2 at $20 per student per year, Tier 3 at $35), providing cohort-level deployment of Lurnable, including the UCP Teens programme, parent and teacher dashboards, and progress monitoring across student populations.

Quantifiable outcome

• 100% advisory satisfaction rate
• +6 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability7 records

Feature10 records

Partnerships

Three partnerships are on record, tiered minor and core.

• SkillubleminorOthers · 1 January 2025Skills-building platform for young people aged 10-18+ providing real-world capabilities. Partner platform for super-curricular mastery. Mentioned alongside Lurnable ecosystem as complementary offering for building skills before making career decisions.
• LinkublecoreOEM/ Whitelabel/ Licensing PartnerSeparate invitation-only platform for higher education institutions. Powered by LIRI Framework for global partnerships intelligence. Lurnable ecosystem entity providing internationalisation readiness scoring, partnership matching, and strategic advisory for international offices. Manages LIRI Diagnostic, benchmarking, and programme management.
• LaunchableminorOthersCareer exploration platform referenced for connecting students with structured opportunities - internships, micro-projects, and mentorship experiences. Used for testing career directions without permanent commitment.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Leverage Edu: Leverage Edu is an India-origin study-abroad and admissions platform with AI matching and counsellor networks across multiple geographies — closely comparable to Lurnable's Aspire programme, LIRA institution scoring, and global course/institution database.
• Pathrise: Pathrise is a structured career mentorship programme for tech job-seekers with advisor matching and curriculum-driven sessions — analogous to Lurnable's UCP, Aspire, and Adult Career Intelligence Programme in pairing AI-driven guidance with certified human advisor delivery.
• Cialfo: Cialfo is a college admissions and career guidance platform using AI-driven shortlisting and counsellor tools, serving students globally with a school-licence model that directly parallels Lurnable's enterprise school motion and student discovery journey.
• Univariety: Univariety is an India-focused school career guidance and university admissions platform with psychometric assessments and counsellor workflows — a direct comparison given Lurnable's school licences, NEP 2020 alignment, and CDI counsellor certification.
• Mindler: Mindler provides psychometric-based career counselling for Indian students and parents via a multi-instrument assessment and counsellor network — overlapping Lurnable's 17-instrument methodology, B2B school offering, and student/family subscription model.

Regional players

• iCareer Solutions: iCareer Solutions (and adjacent UK providers such as Career Analysts) are UK-based psychometric career assessment and guidance services — regional players that overlap Lurnable's UK school channel and parent/student direct business but operate in a single geography.

Broad incumbents

• upGrad: upGrad is a large Indian higher-education and career outcomes platform with university partnerships, bootcamps, and career services — a comparable incumbent in the broader category though operating at vastly larger scale and capital base than Lurnable.
• ApplyBoard: ApplyBoard is a well-funded international student recruitment platform with partner institutions and AI matching — a broader incumbent in the same admissions/discovery category where Linkuble and Aspire operate, though more focused on recruitment than career intelligence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lurnableedu
• Facebookfacebook.com/lurnableeducation
• LinkedInlinkedin.com/company/lurnable

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Lurnable.com