What The Tuttle Twins does

The Tuttle Twins is a privately held, self-published educational media company founded in 2014 by Connor Boyack and Elijah Stanfield, headquartered in Lehi, Utah, that produces illustrated children's books, online video courses, magazines, and curricula teaching economics, civics, and critical thinking to children and teens ages 0-18. The core product is a 14-book illustrated children's series that adapts classic libertarian and Austrian economic texts (e.g., Bastiat's The Law, Hayek's Road to Serfdom, Read's I, Pencil) into age-appropriate narrative adventures featuring characters Ethan and Emily Tuttle, supplemented by three America's History volumes, seven teen guidebooks, five Choose Your Consequence interactive gamebooks, graphic novel adaptations, toddler board books, activity workbooks, audiobooks, and parent guides. The company also operates the Tuttle Twins Academy, a 2024-launched online learning platform offering 36+ video courses (318 lessons) taught by 30 expert instructors for ages 12-18.

The business operates primarily through a direct-to-consumer Shopify storefront (tuttletwins.com) with a secondary wholesale channel for retailers, libraries, and homeschool co-ops. Revenue is generated through one-time book and bundle sales (ranging from $7.99 individual titles to a $529 Mega Bundle), recurring subscriptions including a $19.99/month Book Club, a $5/month Tuttle Times magazine, and the Academy at $299/year or $559 lifetime access, plus digital downloads (workbooks, audiobooks, parent guides). Marketing is community-driven via organic social media (Facebook, X, Instagram, TikTok, YouTube, Pinterest), a podcast, blog content, an active affiliate/referral program, and earned media in outlets such as Newsweek, Glenn Beck, and The Christian Post. The company claims 7 million+ copies sold worldwide and 500,000+ families served, operates with 11-50 employees, and raised $2.6M in disclosed funding in February 2022 after years of bootstrapped growth; no patents, AI/ML capabilities, or proprietary technology platforms are evidenced in the source data.

Name

The Tuttle Twins

Legal name

The Tuttle Twins

Website

https://tuttletwins.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

The Tuttle Twins is a self-published educational media company founded in 2014 that produces illustrated books, online video courses, a monthly magazine, and curricula teaching economics, civics, and critical thinking to children and teens ages 0-18, sold primarily direct-to-consumer to homeschool and values-aligned families.

Ownership category

akta.pro rank

Product category

Children's Educational Publishing

NAICS

Book Retailers and News Dealers (4592)

SIC

Books: Publishing Or Publishing & Printing (2731)

akta.pro primary industry

Early Readers & Chapter Books Publishing (MPAJAFAB)

akta.pro secondary industries

Children’s Subscription & Book Club Publishing (MPAJAFAO), Children’s Activity & Workbook Publishing (MPAJAFAG)

Keywords

• Children's educational books
• Homeschool curriculum
• Liberty economics education
• Youth online courses
• Kids publishing

Headquarters

HQ city

Lehi

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Book and Bundle Sales (One-Time): Core revenue from selling individual books ($7.99-$12.99 each), bundled packages, and multi-product sets (Mega Bundle $529, Family Starter Pack $249, Combo Pack $109) targeting families and homeschool curricula. Revenue is one-time per transaction with no recurring component for physical goods.
2. Book Club Subscription: Monthly subscription at $19.99 delivering 2 Tuttle Twins books per month to subscribers, generating predictable recurring revenue. Includes free shipping and a money-back guarantee.
3. Academy Online Courses: Annual Academy subscription at $299/year or one-time lifetime access at $559. Includes 36+ video courses across economics, civics, history, and critical thinking for teens. Annual plan renews; lifetime plan is a single perpetual sale.
4. Digital Supplements (Workbooks, Audiobooks, Parent Guides): PDF activity workbooks ($4.99-$64.99), audiobooks ($6.99-$44.99), and parent guides ($29.99 bundle) sold as one-time digital downloads. Economics curriculum (Free Market Rules) sold at $144-$195 for print/digital bundles.
5. Magazine Subscription: Tuttle Times monthly magazine at $5/month or $50/year, providing ongoing content delivery for ages 5-12 with articles, stories, and activities.
6. Wholesale and Distribution: Wholesale channel available for retailers, libraries, and homeschool co-ops to purchase in bulk, with dedicated wholesale page on the website.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

The Tuttle Twins publishes and sells a multi-format educational content library for children and teens (ages 0–18), including 14 illustrated children's storybooks, toddler board books, America's History volumes, teen guidebooks, Choose Your Consequence interactive fiction, graphic novels, workbooks, audiobooks, and an online Academy of 36+ video courses. The company sells directly to parents and homeschool families via its own Shopify storefront, with subscription-based delivery through a monthly book club and a magazine, plus an annual or lifetime Academy subscription.

Product overview

The Tuttle Twins is a comprehensive educational publishing company offering a multi-product portfolio of children's books and learning materials spanning toddlers (0-4) through teens (13+). The core offering consists of 14 illustrated children's storybooks teaching libertarian/classical liberal principles through storytelling adaptations of classic economic and political works. Supporting products include America's History (3-volume curriculum), Tuttle Toddlers board books, 7 teen guidebooks, 5 Choose Your Consequence interactive gamebooks, graphic novel adaptations, activity workbooks, audiobooks, and parent guides. The company operates two subscription services: the monthly Tuttle Times magazine and Tuttle Twins Book Club. The Tuttle Twins Academy is an online learning platform offering 36 video courses for teens. Products are sold individually, in themed bundles (Family Starter Pack, Mega Bundle), and through subscription models. The company emphasizes storytelling-based learning achieving 93% retention rates versus traditional textbook methods.

Differentiator

Problem solved

Functional benefit

Brands

• Tuttle Toddlers: Board book series for toddlers (ages 0-4) teaching basic concepts of liberty, economics, and the American Revolution through ABCs and 123s
• Tuttle Twins Academy
• Tuttle Times
• America's History
• Free Market Rules
• Choose Your Consequence

Products and services

• Children's Storybooks Series 14 illustrated children's books teaching economic, civic, and historical principles through storytelling adventures featuring characters Ethan and Emily Tuttle, based on classic works by authors such as Frédéric Bastiat, Leonard Read, and F.A. Hayek.
• America's History Books Three-volume American history curriculum with 240-page hardback books, 200 pages of PDF curriculum, audiobooks, and video lessons for ages 7-12.
• Tuttle Toddlers Board Books Board books for toddlers ages 0-4 teaching the ABCs and 123s of liberty, economics, American Revolution, Bill of Rights, helping, and innovation.
• Teen Guidebooks Series Seven illustrated hardcover guidebooks for teens covering logical fallacies, cognitive biases, true conspiracies, modern villains, courageous heroes, inspiring entrepreneurs, and the world's worst ideas.
• Choose Your Consequence Books Interactive fiction (gamebook) series for teens where readers make decisions leading to multiple endings, covering hyperinflation, property rights, politics, and other economic topics.
• Graphic Novels Series Graphic novel adaptations of the Tuttle Twins storybook series covering Seasons 1-3, sold in hardback box sets.
• Activity Workbooks (PDF) PDF activity workbooks for each of the 14 children's books, providing exercises and activities to reinforce learning.
• Audiobooks Audiobook versions of all 14 children's books and 7 teen guidebooks, available individually or as a bundle.
• Parent Guides (PDF) PDF parent guides for each children's book to help parents facilitate discussions and extend learning.
• Free Market Rules Economics Curriculum 30-unit economics curriculum for families covering free market principles, available in unit bundles or as a complete set with accompanying parent guides.
• Tuttle Times Magazine Monthly magazine subscription for children ages 5-12 featuring Tuttle Twins short stories, articles, and activities explaining how the world works.
• Tuttle Twins Book Club Monthly book subscription delivering 2 Tuttle Twins books per month with free shipping and a 30-day money-back guarantee, for ages 5-12.
• Tuttle Twins Academy Online learning platform for teens ages 12-18 offering 36 video courses (318 lessons) across U.S. History, Economics, Civics, Finances, Logic & Critical Thinking, and Entrepreneurship categories, taught by 30 expert instructors.
• Bundle Products Various bundle options including the Family Starter Pack (14 books + America's History + workbooks + audiobooks), Mega Bundle (all products), Combo Pack (14 books + workbooks), America's History Bundle, Teen Bundle, Guidebook Combo Set, and Choose Your Consequence Combo.

Quantifiable outcome

• 93% retention rate reported for story-based learning vs. ~13% for traditional textbooks
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Libertas NetworkminorOthersThe Tuttle Twins brand is part of the Libertas Network, an ecosystem of liberty-focused organizations affiliated with Libertas Institute. This is an organizational affiliation rather than a formal commercial partnership. Libertas Institute, led by founder Connor Boyack, is described as a free market think tank that changes laws to protect rights.

Scale indicators20 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Apologia Educational Ministries: Apologia is a Christian homeschool publisher best known for science curriculum and expanding into multiple subjects. It targets the same conservative homeschool base as Tuttle Twins and operates a comparable direct-to-consumer model with curriculum bundles.
• Notgrass History: Notgrass publishes American-history homeschool curriculum for grades 1-12. It is the closest direct competitor to Tuttle Twins' America's History volumes, serving the same homeschool customer with a comparable content-and-bundle sales model.
• Master Books: Master Books is a Christian homeschool publisher offering K-12 curriculum across history, science, and Bible. It targets the same values-aligned homeschool segment as Tuttle Twins with a comparable bundle-and-curriculum GTM and direct-to-consumer e-commerce.
• PragerU: PragerU produces short educational videos and children's content (PragerU Kids) that promote free-market and conservative values. Like Tuttle Twins, it sells directly to parents seeking values-aligned educational media and overlaps on the political-economics curriculum focus.
• The Critical Thinking Co. The Critical Thinking Co. publishes workbooks, books, and digital products teaching critical thinking across K-12 subjects. It is directly comparable to Tuttle Twins' logic, critical-thinking, and reasoning content and reaches customers through similar DTC and homeschool channels.
• BJU Press: BJU Press is a long-established Christian homeschool publisher with full K-12 curriculum across multiple subjects. It overlaps with Tuttle Twins on conservative homeschool families and academic content, operating at broader institutional scale and longer history.
• Hillsdale College 1776 K-12 Curriculum: Hillsdale College's 1776 K-12 Curriculum offers free patriotic K-12 courses aligned to American founding principles. It targets the same parent demographic as Tuttle Twins with institutional backing that could pressure private publishers in adjacent curriculum categories.
• Classical Academic Press: Classical Academic Press publishes classical Christian homeschool curriculum across logic, rhetoric, Latin, and Bible. It serves the same values-aligned homeschool segment as Tuttle Twins with analogous bundle and digital product structures.

Emerging players

• Mises Institute: The Mises Institute produces educational content on Austrian economics and libertarian ideas for adult audiences. It is thematically aligned with Tuttle Twins' underlying curriculum but focuses on adults rather than K-12, making it a partial-overlap emerging player.
• Foundation for Economic Education: FEE is a libertarian-leaning economics education nonprofit producing articles, courses, and multimedia for adults. It is thematically aligned with Tuttle Twins on free-market values but primarily serves adult learners, making it an emerging/overlapping player.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tuttletwins
• YouTubeyoutube.com/@TheTuttleTwins
• Facebookfacebook.com/profile.php
• Instagraminstagram.com/tuttletwins
• TikToktiktok.com/@tuttle_twins
• Pinterestpinterest.com/TuttleTwins
• LinkedInlinkedin.com/company/tuttletwins

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds1 record

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 The Tuttle Twins