JoJoschool

What JoJoschool does

JoJoschool is a Utrecht-based EdTech company founded in 2019 that operates an online learning platform targeting Dutch secondary school students across the vmbo, havo, and vwo tracks. The platform delivers curriculum-aligned lesson videos, summaries, exercises, vocabulary lists, and book-aligned content for all subjects from the first year (brugklas) through the final exam year, with content produced by certified Dutch teachers and aligned to SLO learning objectives and CvTE exam requirements. The flagship product is Ainstein, a proprietary AI chatbot trained specifically on Dutch educational content that provides 24/7 step-by-step tutoring support, complemented by an ExamenBoost module offering practice on past central exams from 2018-2026 with teacher video explanations and AI-powered feedback.

The company monetizes through a tiered subscription model: an Unlimited tier at €16.59/month providing all-subject access, an Unlimited + ExamenBoost tier at €24.99/month adding comprehensive exam preparation, and a custom modular package at €39.15/month. One-time exam training purchases are priced at €59.50 per subject or €149 for a 13-16 subject bundle. The platform serves multiple customer segments including students, parents, schools (regular and VSO/special education), homebound students (thuiszitters), and talented/topsport athletes, with a dual go-to-market combining self-serve direct-to-consumer subscriptions with a dedicated B2B school sales motion. Distribution leverages social media, content marketing, education fairs, and partnerships with Dutch educational infrastructure organizations including Kennisnet, IVIO@SCHOOL, and EVOT.

The company reports serving more than 80,000 students with a 4.8/5 platform rating, and claims 86% of users report higher grades and 92% of exam training users achieve higher grades. JoJoschool is privately held with no disclosed external funding, co-founded by Joost Binnerts (CEO), Mathijs de Ruiter (CTO), and Jonne Kinneging (CMO), and operates with a team of approximately 43 employees averaging around 24 years of age.

Name

JoJoschool

Legal name

JoJoschool

Website

https://jojoschool.nl

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

JoJoschool is a Dutch EdTech platform founded in 2019 that provides curriculum-aligned video lessons, exercises, exam training, and the Ainstein AI tutor to secondary school students (vmbo, havo, vwo) across the Netherlands, serving over 80,000 students.

Ownership category

akta.pro rank

Product category

Online Education Platform

NAICS

Exam Preparation and Tutoring (611691), Educational Support Services (6117)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Virtual Test Prep & Online Supplemental Instruction (K–12) (EDAJADAI)

akta.pro secondary industry

Virtual Tutoring & Academic Intervention (K–12) (EDAJADAH)

Keywords

• Online learning platform
• Secondary education tutoring
• Exam preparation software
• AI tutoring assistant
• Educational video content

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription - Unlimited: Monthly subscription providing unlimited access to explanation videos, summaries, exercises, and vocabulary learning for all subjects. Includes Optimaal oefenen (practice with auto-grading and feedback) and Vraag het Ainstein (unlimited AI tutoring questions).
2. Subscription - Unlimited + ExamenBoost: Monthly subscription with all Unlimited features plus ExamenBoost for all subjects. ExamenBoost includes exam practice from past years, step-by-step teacher explanations, and unlimited AI tutoring.
3. Exam Training - Single Subject: One-time purchase of €59.50 for exam training for one subject including all old exams from 2021-2025, video explanations, AI feedback, and access to exam route.
4. Exam Training - All Subjects Bundle: One-time purchase of €149.00 for exam training across 13 subjects (or 16 subjects) covering all central Dutch exams with complete preparation materials.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

JoJoschool is an EdTech platform for Dutch secondary education (vmbo, havo, vwo) that delivers structured lesson videos, summaries, practice exercises, vocabulary lists, and book-aligned content created by certified first-degree teachers. Its flagship Ainstein AI tutor provides 24/7 personalized support, while the platform also offers dedicated exam training using past exams (2018-2026) with video explanations and AI feedback. Subscriptions and standalone exam training bundles are sold directly to students/parents and through school partnerships.

Product overview

JoJoschool is an EdTech platform for Dutch secondary education (vmbo through vwo) offering a modular learning system. The core platform consists of lesson videos, exercises, summaries, vocabulary lists, and book arrangements—all aligned with official SLO curriculum guidelines. The flagship AI feature, Ainstein, provides 24/7 tutoring support. Additional modules include exam training with practice exams from 2018-2026, Brainskills (cognitive learning techniques), and Planning & Organizing. The platform offers subscription tiers: Unlimited (€16.59/month for all subjects) and ExamenBoost (€24.99/month for comprehensive exam prep), with single exam training available for €59.50 per subject.

Differentiator

Problem solved

Functional benefit

Brands

• Ainstein: AI-powered tutor specifically trained for Dutch education that helps students understand learning material, answers questions about schoolwork, and provides personalized feedback

Products and services

• JoJoschool Online Learning Platform Subscription-based online learning platform for Dutch secondary school students offering lesson videos, summaries, practice exercises, vocabulary tools, and book-aligned curriculum content for all subjects, with integrated AI tutoring (Ainstein).
• Examentraining (Exam Training) Standalone or subscription-based exam preparation covering all central Dutch exams (13-16 subjects) with practice exams from past years, video explanations per question, step-by-step teacher guidance, and AI-powered feedback.

Quantifiable outcome

• 86% of students report scoring higher after using JoJoschool
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• IVIO@SCHOOLcoreStrategic or Co-development PartnerIVIO@SCHOOL is a partner organization collaborating with JoJoschool to make quality education accessible to all students. The partnership focuses on providing distance education solutions for various student populations including homebound students and talented athletes.
• IVIO WereldschoolcoreStrategic or Co-development PartnerIVIO Wereldschool (World School) collaborates with JoJoschool to support students in international educational contexts, providing comprehensive online learning solutions.
• KennisnetcoreStrategic or Co-development PartnerKennisnet is the Dutch educational knowledge network that collaborates with JoJoschool to support schools with digital learning resources and educational technology solutions.
• Expert Gestuurd OnderwijsminorStrategic or Co-development PartnerExpert Gestuurd Onderwijs (Expert Guided Education) partners with JoJoschool to provide specialized educational support for students requiring guided learning approaches.
• Leerplein Midden en Zuid KennemerlandminorStrategic or Co-development PartnerLeerplein Midden en Zuid Kennemerland is a regional educational collective in North Holland that collaborates with JoJoschool to support schools in their region.
• EVOT (Expertisecentrum voor Topsport en Onderwijs)coreStrategic or Co-development PartnerEVOT is the Expertisecentrum (Expertise Center) for topsport and education in the Netherlands. JoJoschool refers to their school overview as part of the topsport talent school network. The center supports talented athletes in combining sports and education.

Scale indicators6 records

Recent moves4 records

Expansion highlights6 records

Direct peers

• BijlesSchool: BijlesSchool is a Dutch marketplace/platform connecting secondary students with private tutors for in-person and online bijles. It directly competes for the same 'affordable alternative to private tutoring' positioning that JoJoschool emphasizes to Dutch parents.
• Lyceo: Lyceo is one of the largest Dutch providers of tutoring and exam training for secondary education (vmbo/havo/vwo), offering both online and in-person programs. It is a direct competitor to JoJoschool in Dutch secondary exam prep and supplemental learning.
• StudyTube: StudyTube is a Dutch online learning platform providing video-based lessons and exam preparation for secondary students. It directly competes with JoJoschool's lesson video and exam-training offerings in the Dutch market.
• Slimleren: Slimleren is a Dutch online practice platform for vmbo/havo/vwo that offers adaptive exercises and study support aligned with the Dutch curriculum. It overlaps directly with JoJoschool's exercise, summary, and exam-preparation modules.
• StudyGo: StudyGo is a Dutch study and homework platform used widely by secondary students, providing summaries, practice material, and learning tools. It targets the same Dutch secondary student persona and competes for the same supplemental learning use cases.
• Learnbeat: Learnbeat is a Dutch digital learning environment used in secondary schools, offering adaptive exercises, video, and teacher dashboards. It competes with JoJoschool's school-facing (B2B) motion and shares the same curriculum-aligned content positioning.
• Mr. Chadd: Mr. Chadd is a Dutch online tutoring platform offering on-demand 1-on-1 tutoring across all secondary school subjects via video. It directly competes with JoJoschool's Ainstein AI tutoring and video lesson offerings in the Dutch secondary market.

Broad incumbents

• Khan Academy: Khan Academy is the global free online education platform offering videos and practice across math, science, and other subjects, increasingly with AI tutoring (Khanmigo). It is a broader, well-funded incumbent whose free model and AI investments could pressure EdTech upstarts like JoJoschool.
• NHA (Nationale Handelsacademie): NHA is one of the largest Dutch distance-learning institutions, offering online courses, exam training, and vocational programs across many levels. It is a broader incumbent in Dutch online education with overlapping exam-prep offerings to secondary and adult learners.

Emerging players

• Squla: Squla is a Dutch adaptive learning platform primarily targeting primary school (groep 3–8) with gamified practice and video. It is adjacent to JoJoschool — overlapping in product format and Dutch curriculum alignment, but serving a younger segment one level below.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCaT7UZe3AvAOdZrhr-oyYcw
• Facebookfacebook.com/jojoschool.nl
• LinkedInlinkedin.com/company/jojoschool
• Instagraminstagram.com/jojoschoolnl

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 JoJoschool