School Plus

What School Plus does

Geniebook Pte Ltd, previously operating as School Plus, is a Singapore-headquartered edtech company providing personalised learning to Primary, Secondary and Junior College students in Singapore and Vietnam. The company combines an AI-driven adaptive learning platform with a network of physical tutoring centres, targeting families preparing students for Singapore's national examinations (PSLE, O-Level, A-Level). Its core technology stack delivers personalised worksheets, live and recorded classes, on-demand academic support, and monthly data-driven Personalised Learning Plans (PLPs) across English, Chinese, Mathematics and Science subjects.

The product portfolio comprises four integrated modules: GenieClass (weekly live and recorded lessons aligned to the MOE syllabus), GenieSmart (30 personalised practice worksheets per week targeting identified learning gaps via a recommendation engine), GenieAsk (on-demand chat support) and CAMPUS (in-person tutoring at physical centres). The company has reportedly served over 300,000 students since inception, with cumulative engagement exceeding 100 million MOE-syllabus aligned questions attempted on the platform. It operates 7 physical CAMPUS learning centres across Singapore in locations including Ang Mo Kio, Thomson, Tampines, Bishan, Parkway Parade, Sembawang and Serene Centre, with an additional Bukit V centre listed as opening soon.

Geniebook operates a subscription-based, direct-to-consumer model with two programme tiers: an Online Programme (GenieClass + GenieSmart + GenieAsk) and a CAMPUS Programme (which adds physical tutoring sessions), both billed monthly. Customer acquisition is driven by content marketing, SEO, social media, PR coverage, and a self-serve online trial flow supplemented by consultant-led assessment booking. Revenue figures, funding history, and ownership structure are not publicly disclosed. The firmographic record lists School Plus as founded in 2007 with 1-10 employees in Bedok, Singapore, which is materially inconsistent with the operational footprint of 7 physical learning centres and a live platform business, indicating stale or partial third-party firmographic data.

Name

School Plus

Legal name

Geniebook Pte Ltd

Website

https://schoolplus.com.sg

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Geniebook (formerly School Plus) is a Singapore-based edtech company that delivers AI-personalised online and in-person tuition for Primary, Secondary and JC students preparing for MOE national examinations, combining adaptive worksheets, live classes, and 7 physical CAMPUS centres.

Ownership category

akta.pro rank

Product category

Online Tutoring Services

NAICS

Exam Preparation and Tutoring (611691), Elementary and Secondary Schools (6111), Educational Support Services (611710), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200), Services-Prepackaged Software (7372)

akta.pro primary industry

Adaptive Learning & Personalized Instruction Software (EDAJAMAE)

akta.pro secondary industries

Adaptive/Personalized Curriculum & Intelligent Courseware (EDAFACAE), Core Digital Curriculum & Courseware (Full Programs & Units) (EDAFACAA), K–12 Digital Curriculum & Interactive Lessons (EDAGAEAA), Education & Learning Personalization (HDAAAGAL)

Keywords

• Personalised learning platform
• Online tuition services
• Adaptive learning technology
• MOE syllabus tutoring
• Primary secondary education

Headquarters

HQ city

Bedok

HQ country

Singapore

HQ region

Asia

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Subscription Programme: Recurring subscription model with two programme tiers: Online Programme (GenieClass + GenieSmart + GenieAsk) and CAMPUS Programme (adds physical tutoring sessions). Parents pay monthly for access to the platform and services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

School Plus, now operating as Geniebook, provides a personalised learning system for Primary 1 to JC2 students in Singapore. The offering combines adaptive online tools — GenieClass (weekly live and recorded MOE-aligned lessons), GenieSmart (30 personalised worksheets per week targeting learning gaps), and GenieAsk (on-demand academic chat) — with optional physical tutoring through its CAMPUS learning centres under a monthly subscription model.

Product overview

Geniebook is an edtech company offering a unified personalized learning system for Primary 1 to JC2 students in Singapore. The core offering consists of four integrated products: GenieClass (live and recorded lessons following MOE syllabus), GenieSmart (personalized worksheet practice targeting learning gaps), GenieAsk (on-demand academic support chat), and CAMPUS (physical tutoring sessions at 7 learning centres across Singapore). The Personalised Learning Plan (PLP) coordinates all tools into a structured 4-step weekly learning cycle. Students can choose between the Online Programme (GenieClass + GenieSmart + GenieAsk) or the CAMPUS Programme (which includes GenieAsk plus in-person gap-closing sessions). The platform covers English, Chinese, Maths, and Science for Primary 1-6 and Secondary 1-4, with specialized exam preparation for PSLE, O-Level, and A-Level.

Differentiator

Problem solved

Functional benefit

Brands

• GenieClass: Weekly live or recorded lessons aligned with MOE syllabus
• GenieSmart
• GenieAsk
• CAMPUS

Products and services

• Geniebook CAMPUS Programme

Quantifiable outcome

• 1 in 2 students achieve AL 1-2 in PSLE
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature6 records

Scale indicators4 records

Expansion highlights4 records

Regional players

• Preply: Preply is a global online tutoring marketplace. While not Singapore-focused, it is a regional/emerging peer because Singapore parents increasingly cross-shop global online tutoring platforms, and it represents the broader AI-enabled online tutoring category Geniebook competes in.
• Hoc Mai (HOCMAI): HOCMAI is one of Vietnam's largest online K-12 education platforms, offering MOET-aligned video lessons, practice, and live classes. It is a relevant regional peer given Geniebook's Vietnam expansion ambitions and the same e-learning plus content model.

Broad incumbents

• Marshall Cavendish Education: Marshall Cavendish Education is the digital learning arm of Singapore publisher Marshall Cavendish, offering MOE-aligned digital curriculum and assessment tools for schools. It is a broad incumbent whose digital content overlaps Geniebook's MOE-aligned curriculum stack.
• MindChamps: MindChamps is a Singapore-listed education group offering tuition, preschool, and enrichment programs. It is a broad incumbent in Singapore K-12 education with overlapping MOE-aligned tuition content and significant offline footprint.

Emerging players

• Tutopiya: Tutopiya is a Singapore-headquartered online tuition marketplace offering live tutoring across MOE and international syllabi. It is an emerging player in the same K-12 MOE-aligned tutoring category, with a smaller physical footprint than Geniebook.

Direct peers

• 88tuition: 88tuition is a Singapore-based online learning platform providing recorded lessons and practice questions for P1-Sec 4 students. It competes directly with Geniebook's GenieClass and GenieSmart online programme.
• SmartLab Education Centre: SmartLab is a major Singapore tuition centre operator running multiple branches across the island, covering primary to JC levels. It competes with Geniebook's CAMPUS physical centres for the same parent-student segments.
• Snapask: Snapask is a Singapore-headquartered, Asia-wide online tutoring marketplace connecting K-12 students with tutors. It is a direct competitor in the same Singapore K-12 personalization space, with a stronger online-only footprint and a broader regional presence (Hong Kong, Taiwan, SEA).
• KooBits: KooBits is a Singapore-based adaptive math learning platform for primary and secondary students. It directly overlaps with Geniebook's GenieSmart math personalization and Singapore MOE-aligned math content offering.
• The Thinking Academy: The Thinking Academy is a Singapore tuition centre chain specializing in math, science, and enrichment for primary and secondary students. It is a direct competitor in Singapore's offline tuition market, overlapping with Geniebook's CAMPUS programme.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/geniebook
• LinkedInlinkedin.com/company/geniebook-pte.-ltd.
• Instagraminstagram.com/geniebook
• Xx.com/schoolplussg

Revenue estimate

Valuation estimate

Number of profiles

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 School Plus