Children's Activities Association

Name

Children's Activities Association

Legal name

Children's Activities Association CIC

Website

https://childrensactivitiesassociation.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Industry Association / Children's Activities Membership & Accreditation

NAICS

Business Associations (813910)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro primary industry

Accreditation Support (NAEYC/NECPA/State) (EDACAKAD)

akta.pro secondary industries

Standards Alignment & Curriculum Mapping Resources (State/NAEYC/Head Start) (EDACAJAN), Training & Credential Compliance Tracking (PD registry alignment) (EDACAKAH)

Keywords

• Children's activities association
• Membership accreditation
• Safeguarding compliance
• Industry events conference
• Franchise sector standards

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Annual membership fees collected monthly or annually, tiered by provider turnover (4 levels). Includes access to member portal, resources, events, and accreditation.
2. Event Tickets: Revenue from flagship IGNITE! conference tickets and other events like Insurance Clinics and workshops
3. Partnership and Sponsorship: Partnership fees and event sponsorship (e.g., AdSmart from Sky as headline sponsor for IGNITE! 2026)
4. Affiliation Fees: Free membership tier for franchisees of companies with company-wide CAA membership; company-wide membership options for franchisors covering all their franchisees

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

The Children's Activities Association (CAA) is an industry-led, not-for-profit association that provides tiered membership, accreditation (the CAA Badge aligned to a Code of Practice), safeguarding and business resources, and member events including the IGNITE! Conference, to UK children's activity providers. Members access an online portal containing exclusive resources, event registration, and accreditation tools; supplementary insurance services are offered via partner Morton Michel.

Product overview

The Children's Activities Association (CAA) is an industry-led, not-for-profit association for children's activity providers in the UK, operating as a membership-based organization rather than a technology product company. The core offering is tiered membership (CAA Supporter free tier and Certified Member levels 1-4 based on turnover), which grants access to resources, training, the CAA accreditation badge, the Members Portal, and events including the flagship IGNITE! Conference. Supplementary services include insurance offerings through Morton Michel partnership. The association does not offer a unified software platform but provides resources, guidance, and accreditation to support children's activities businesses in raising standards and ensuring child safety.

Differentiator

Problem solved

Functional benefit

Products and services

• CAA Membership (Certified Member Tiers 1-4) Tiered annual membership program for children's activity providers, priced by annual turnover, providing access to Code of Practice compliance, the CAA Badge accreditation, the Members Portal, resources, and member discounts on events.
• CAA Supporter (Free Tier) Free membership tier offering access to resources related to safety and safeguarding for children's activity providers, with an upgrade path to paid Certified Membership.
• CAA Badge (Accreditation) Accreditation program for children's activity providers, requiring renewal every 3 years and compliance with the CAA Code of Practice; members can display the registered CAA Badge as a trusted mark.
• IGNITE! Conference Annual flagship conference bringing children's activities businesses from across the UK together for sessions, workshops, and networking, with headline sponsorship and member discounts.
• Insurance Services via Morton Michel Partnership Insurance offerings provided to CAA members through Founding Partner Morton Michel (FCA-authorised), with preferential rates arranged for members.
• CAA Members Portal Online members-only portal delivering exclusive resources, workshop and webinar content, a member directory, and self-service membership management for Certified Members.

Quantifiable outcome

• 2000+ members served
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered founding, flagship, core and minor.

• Morton MichelfoundingStrategic or Co-development PartnerFounding Partner and insurance partner. CAA is an Introducer Appointed Representative of Morton Michel Ltd, which is authorised and regulated by the FCA. Morton Michel provides insurance services to CAA members with preferential rates.
• AdSmart from SkyflagshipGTM or Marketing PartnerHeadline Sponsor for IGNITE! 2026 conference. Presented research on young family media consumption trends at Ignite! 2025, sharing insights on screen time, mobile gaming, and effective media targeting for children's activity providers.
• Club Hub UKcoreStrategic or Co-development PartnerCAA was part of the judging panel for the Club Hub Awards & Top 100, evaluating safeguarding submissions alongside James McDonald from Morton Michel and Antonia Noble from Safeguarding Fundamentals. Joint advocacy for children's activities sector excellence.
• GDPR SystemscoreStrategic or Co-development PartnerPartner providing GDPR and PECR compliance resources. Simon Bishop from GDPR Systems created resources explaining changes brought by the Data (Use and Access) Act 2025 and what businesses need to do.
• Citation LtdcoreStrategic or Co-development PartnerHealth & Safety partner providing guidance and resources for early years children's activity businesses. Citation provides five key areas for building an excellent Health & Safety framework.
• Safeguarding FundamentalscoreStrategic or Co-development PartnerPartner providing safeguarding expertise. Antonia Noble from Safeguarding Fundamentals served on the Club Hub Awards judging panel alongside CAA.
• The Hammond AgencyminorOthersProvider of website content and copywriting services for CAA.
• Tidal AccountingminorOthersAccounting firm used by CAA for financial services; CAA correspondence address listed as C/O Tidal Accounting.
• Caudwell ChildrenminorStrategic or Co-development PartnerHelen Capodici, Learning & Development Manager at Caudwell Children, delivered guest presentation at CAA online regional meeting on accessibility and inclusivity.
• Little Starts Gift CardsminorGTM or Marketing PartnerProud partners of CAA; Little Starts Gift Cards enable friends and family to gift children's activity classes, many redeemable at CAA member providers.
• Level Up Business Coaching & ConsultingcoreStrategic or Co-development PartnerNick Empson from Level Up Business Coaching & Consulting provided workshop on building scalable franchise businesses and participated in International Franchising webinar panel.
• Children's Franchise EnterprisecoreStrategic or Co-development PartnerDeborah Gersohn, Director, provides franchise-related resources including tips on franchise recruitment, prospectus creation, and professional photography for franchise opportunities.
• What's On 4 KidsminorGTM or Marketing PartnerSam Godfrey-Moore, Director of What's On 4 Kids, participated in AI tools webinar for children’s activity providers. Platform helps families discover and book classes.
• The Friendly SEND AdvisorminorStrategic or Co-development PartnerNicole Bateman, The Friendly SEND Advisor, created free on-demand workshop on making children's activity sessions more neuro-inclusive.
• Dot & StripeminorStrategic or Co-development PartnerTamara Holland from Dot & Stripe provides marketing workshops for members including Instagram strategies, Facebook Ads, and class filling techniques.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• NAEYC (National Association for the Education of Young Children): Largest US-based accreditation body for early childhood education programs (the originator of the "NAEYC-accredited" standard). Comparable to CAA in function (accreditation, standards, member resources) but at significantly greater scale and a US-centric scope; useful as a structural benchmark.

Others

• Morton Michel: CAA's Founding Partner and exclusive insurance introducer (FCA-authorised, part of PIB Group). Not a peer in the membership sense, but a strategically adjacent partner whose product (specialist insurance for children's activity providers) is one of CAA's most material member benefits.
• Citation Ltd: UK health & safety, HR, and compliance services firm cited as a CAA partner. Comparable as an enabling/ecosystem provider for children's activity businesses, with overlapping customer base but a different primary offering.

Direct peers

• British Franchise Association (BFA): UK trade association running the HSBC UK British Franchise Awards. CAA members regularly win BFA awards and CAA engages directly with BFA's franchise network, making it a directly comparable UK membership/standards body for franchise-style children's activity businesses.
• National Day Nurseries Association (NDNA): UK membership trade association for nurseries and early-years providers, offering accreditation, training, resources, and policy representation. Directly comparable in structure (membership body, Code of Practice, advocacy) to CAA but focused on nurseries rather than out-of-school activity providers.
• Out of School Alliance (OSA): UK membership association specifically for out-of-school clubs and activity providers. Direct category competitor to CAA in the after-school and enrichment space, also offering accreditation and sector advocacy.
• Club Hub UK: UK platform running the Club Hub Awards and Top 100 Children's Activity Provider list. Direct strategic partner of CAA, sits at the intersection of children's activity discovery, awards, and community — a closely overlapping audience and proposition.
• PACEY (Professional Association for Childcare and Early Years): UK membership body for childcare and early-years professionals providing training, resources, and a recognised code of practice. Closely mirrors CAA's mix of membership tiers, content resources, and standards framework aimed at children's services professionals.

Emerging players

• What's On 4 Kids: UK platform that helps families discover and book children's activity classes. Listed as a CAA partner, it operates in the same end market (parents searching for children's activities) and could evolve into either a deeper partner or a competing community/playbook hub.

Regional players

• Foundation Years: UK-based organisation supporting early-years and out-of-school settings with resources, training, and policy advocacy. Adjacent in audience and mission (children's services quality) but with a stronger early-years policy focus than CAA's activities-provider focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@childrensactivitiesassocia7644
• Facebookfacebook.com/groups/childrensactivitiescommunity
• LinkedInlinkedin.com/company/children-s-activities-association
• Instagraminstagram.com/childrensactivitiesassociation
• TikToktiktok.com/@childrensactivitiesassoc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Children's Activities Association