Howtotalk

What Howtotalk does

The company operates a hybrid revenue model spanning one-time physical product sales (books at €24.50, toy boxes at €49.99-€69.99, toolboxes at €29.99-€44.99, picture books at €15.99, furniture at €49.99), recurring digital subscriptions on the Howtogrow app with a 30-day free trial, and professional B2B training services. Distribution is multi-channel: a Dutch DTC e-commerce site with next-day delivery, a globally available self-serve app, and direct enterprise sales for organizational clients. The company is privately held, family-owned with 11-50 employees, reports more than 200,000 satisfied customers and 195,000+ Instagram followers, and has no disclosed external funding.

Name

Howtotalk

Legal name

Howtotalk

Website

https://www.howtotalk.com/en

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Parenting Education & Child Development Products

NAICS

Educational Support Services (611710), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Social-Emotional Learning (SEL) & Behavior Support Apps (EDACANAD)

akta.pro secondary industries

Parent-Facing Home Learning & Family Engagement Apps (EDACANAK), Communication & Family Engagement Platforms (Messaging, Portals, Translation) (EDAJAMAI)

Keywords

• Parenting education
• Communication methodology
• Digital parent training
• Montessori toys
• Child development resources

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Books (How2talk2kids): Physical books sold directly through the e-commerce website. The How2talk2kids book (effectief communiceren met kinderen) and its follow-up on sibling rivalry are sold for €24.50 per book, including free home delivery in the Netherlands.
2. Digital Training Subscription (Howtogrow App): The Howtotalk training is available through the Howtogrow app platform with subscription plans. Both monthly and annual subscription options are offered, with a 30-day free trial available. The training can be completed at the user's own pace with new content regularly added.
3. Howtoplay Products (Toy Boxes, Toolboxes, Developmental Toys, Furniture): Physical products including age-specific toy boxes (e.g., €49.99-€69.99), toolboxes (Gevoelens Toolbox, Zelfbeeld Toolbox at €29.99-€44.99), picture books (e.g., €15.99), and children's development furniture (learning towers). Sold directly via the e-commerce website.
4. B2B Training & Webinars for Organizations: Interactive lectures and webinars for organizations (schools, daycare centers, corporations). Sessions cover topics such as effective communication and sibling rivalry, targeting parents and educators at corporate clients including Google, UN General Assembly, Wortell, and ASML.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Howtotalk is a Dutch parenting company that delivers a structured communication methodology (the Howtotalk Method) for parents and pedagogical professionals. The company sells physical parenting books, picture books, Montessori-inspired developmental toys, toolboxes, and children's furniture, and offers a digital subscription training platform (Howtogrow app) and a baby development tracker (Babykalender). It also provides B2B corporate training and webinars to organizations and open training programs for daycare and education professionals.

Product overview

Howtotalk is a Dutch parenting methodology company operating three integrated brands: Howtotalk (communication method and books), Howtoplay (Montessori-inspired developmental toys and toy boxes), and Howtogrow (digital training platform). The product portfolio spans physical products including the How2talk2kids books, picture books (prentenboeken), toolboxes (Gevoelens Toolbox, Zelfbeeld Toolbox), age-curated speelgoedboxen (Newborn Navigator, Move & Play, Learn & Laugh, Active Adventurer, Do & Discover), developmental toys (12-piece wooden rainbow), and children's furniture (Learning Tower), alongside digital offerings through the Howtogrow platform featuring interactive training modules, the Babykalender week-by-week development tracker, and a content-rich blog. The company also serves pedagogical professionals through custom training days and open workshops.

Differentiator

Problem solved

Functional benefit

Brands

• Howtogrow: Digital parenting platform hosting the Howtotalk training app, with experts in sleep, nutrition, and communication. Provides interactive courses, podcasts, and expert Q&A.
• Howtoplay

Products and services

• How2talk2kids Books Foundational paperbacks that teach parents the Howtotalk communication methodology, structured around six building blocks and the four-step approach, priced at €24.50 each. Targeted at Dutch parents seeking evidence-based parenting strategies.
• Howtotalk Picture Books (Prentenboeken) Illustrated picture books for children that bring Howtotalk methodology themes (such as tantrums and family celebrations) to life, priced at €15.99 each. Designed for parents to read with young children to support emotional literacy.
• Howtotalk Emotieborden (Emotion Boards) Wooden emotion boards designed to help children identify and express emotions, priced at €29.99. Part of the Howtotalk toolbox family for parents and professionals supporting emotional development.
• Howtotalk Zelfbeeld Toolbox (Affirmation Toolbox) Affirmation toolbox set designed to help build children's self-image and confidence, priced at €44.99. Part of the Howtotalk toolbox family targeting parents and pedagogical professionals.
• Howtotalk Gevoelens Toolbox (Feelings Toolbox) Feelings toolbox designed to help children identify and name emotions, complementing the Howtotalk methodology. Targeted at parents and pedagogical professionals.
• Howtoplay Speelgoedboxen (Toy Boxes) Age-curated toy boxes containing Montessori-inspired developmental play materials, priced from €49.99 to €69.99 based on age range. Targeted at parents of children at specific developmental stages.
• Howtotalk Ontwikkelingsspeelgoed (Developmental Toys) Montessori-inspired developmental toys including wooden products such as the 12-piece wooden rainbow, designed to support open-ended play and child development. Targeted at parents seeking developmental play materials.
• Howtotalk Meubels voor Kindontwikkeling (Children's Furniture) Children's furniture products designed to support child development and independence, including the Learning Tower priced at €49.99. Targeted at parents of toddlers and young children.
• Howtotalk Training via Howtogrow App Subscription-based digital parenting training app on iOS that delivers the Howtotalk Method through guided videos and audio exercises, with a 30-day free trial. Targeted at parents seeking structured, self-paced learning of the methodology.
• Babykalender Weekly baby development tracker covering weeks 1 through 12, used by more than 10,000 parents. Targeted at expectant and new parents seeking developmental milestone guidance.
• Howtotalk Professional Training for Pedagogical Professionals Open training programs and certified pedagogical training for daycare centers, schools, and family coaching practices, plus in-company training for corporate clients including Google, ASML, Refresh, Wortell, and the United Nations. Targeted at pedagogical professionals and corporate HR teams.

Quantifiable outcome

• Over 50,000 training courses delivered to parents and educators
• +5 more outcomes

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

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• UN General AssemblycoreGTM or Marketing PartnerHowtotalk delivers parenting support sessions at the UN General Assembly as part of employee wellbeing initiatives. Sessions are available in English.
• GooglecoreGTM or Marketing PartnerHowtotalk provides interactive parenting lectures and webinars as an employee wellbeing benefit for Google employees. Sessions are delivered in English and cover topics such as effective communication and sibling rivalry without rivalry.
• ASMLcoreGTM or Marketing PartnerHowtotalk provides parenting webinars for ASML employees as an employee wellbeing support initiative, delivered in English or Dutch.
• WortellcoreGTM or Marketing PartnerWortell employees receive access to Howtotalk parenting webinars as part of corporate employee support programs.
• Dr Haim GilletminorOthersThe Howtotalk method is based on the work of child psychologist and therapist Dr Haim Gillet. His theoretical framework underpins the methodology used across all Howtotalk products and training.
• Adele Faber and Elaine MazlishminorOthersThe Howtotalk method is inspired by the international bestseller 'How to Talk so Kids Will Listen and Listen so Kids Will Talk' by Adele Faber and Elaine Mazlish. Heleen de Hertog adapted this book for the Dutch market under the name How2talk2kids.

Scale indicators7 records

Recent moves6 records

Expansion highlights3 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/howtotalk.nl

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Howtotalk