Tafakkur

What Tafakkur does

Tafakkur is a Jordan-based educational institution, founded in 2008 by Ms. Maha Shehadeh, that develops and delivers a research-grounded curriculum integrating brain research and Islamic psychology to build creative moral character in children. Its core offering is the Tafakkur Program, a structured curriculum implemented by schools and kindergartens in 30+ countries, with on-site teacher training and evaluative visits conducted by Tafakkur's Development and Technical Support Team. The curriculum is delivered through three operational divisions: Tafakkur Training (diploma and short-course programs for parents and educators), Tafakkur Publishers (60+ children's publications across age bands 3-13), and Tafakkur Academy (an online platform that runs 64 interactive Zoom sessions across five progressive levels for children ages 6-13, structured as 8-month programs at two sessions per week). Tafakkur monetizes through four streams: one-time publication sales (with promotional discounts of up to 25-30% at book fairs), tuition fees for training and diploma programs, subscription-style fees for the online academy, and licensing/royalty arrangements with educational institutions. Its go-to-market blends enterprise field sales to schools, direct-to-consumer sales via website and WhatsApp, and physical presence at five major regional book fairs (Amman, Riyadh, Istanbul, Sharjah, Kuwait). The customer base spans educational institutions, families and parents, children aged 6-13, and educators, with no public disclosure of pricing or revenue figures.

Name

Tafakkur

Legal name

Tafakkur Nurturing the Individual

Website

https://tafakkur.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Tafakkur is a Jordan-based educational institution that delivers a research-grounded character-building curriculum integrating brain research and Islamic psychology to schools in 30+ countries and directly to families through online Zoom courses, training programs, and 60+ publications.

Ownership category

akta.pro rank

Product category

Character Education Services

NAICS

Educational Support Services (611710), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Domain-Specific Curriculum (Literacy, Numeracy, Science, SEL, Motor, Arts) (EDACAJAB)

akta.pro secondary industries

Classroom-Based SEL Curriculum & Lessons (Preschool/Pre-K) (EDACAOAA), Language Development & ESL/Multilingual Learner Materials (Dual-Language, ELL) (EDACAJAI), Digital/Interactive Curriculum Content (Apps, Games, Multimedia Lessons) (EDACAJAK), Digital/Interactive SEL Apps & Media for Early Childhood (EDACAOAL), Children’s Activity & Practice Books (Workbooks, Puzzles, Handwriting) (EDAGAIAE)

Keywords

• Character education curriculum
• Faith-based children's programs
• Brain-based learning methodology
• Islamic psychology training
• Moral development education

Headquarters

HQ city

Amman

HQ country

Jordan

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Educational Publications: Sale of over 60 publications including children's story books, series collections, and educational programs targeting children ages 3-12 for character development.
2. Training Programs: Diploma and training courses for parents, educators, and individuals including the Nurturer of the Creative Moral Character diploma (28 hours) and Positive Discipline and Behavior Modification diploma (26 hours).
3. Online Academy Courses: Remote courses for children delivered via Zoom across 5 levels, with each level lasting 8 months at 2 sessions per week (45-60 minutes per session).
4. Curriculum Licensing to Institutions: Licensing of the Tafakkur Program to educational institutions in 30+ countries, with implementation support and teacher training.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Tafakkur develops and delivers a proprietary character-education curriculum (the Tafakkur Program) that integrates 28 years of neuroscience and brain research with Islamic psychology to build creative moral character in children ages 3-13. It sells this through three channels: (1) institutional licensing of the curriculum to schools in 30+ countries with teacher training and supervisory visits, (2) remote online courses for children via Zoom through Tafakkur Academy, and (3) family-facing diploma training programs and 60+ educational publications for parents and educators.

Product overview

Tafakkur is an educational institution offering a comprehensive portfolio of products and services centered on nurturing creative moral character in children through the integration of brain research, neuroscience, and Islamic psychology. The core offering is the Tafakkur Program curriculum delivered to educational institutions globally, complemented by three main service divisions: Tafakkur Academy (remote online courses for children aged 6-13 via Zoom across 5 progressive levels), Tafakkur Training (diploma programs and training courses for parents and educators), and Tafakkur Publishers (60+ educational publications including story series, emotional intelligence programs, and attention enhancement materials). The product ecosystem includes specialized sub-products such as the "I Am a Contemplator" Series, "I Am Positive" Series, "I Am Emotionally Intelligent" Program, Attention Enhancement Series, and the Tafakkur Program Family Edition with 28 stories across 5 levels. The company also offers accredited diploma programs including the Nurturer of the Creative Moral Character (28 hours) and Positive Discipline and Behavior Modification (26 hours) diplomas.

Differentiator

Problem solved

Functional benefit

Brands

• Tafakkur with Annous: An educational program that builds the child's faith-based and moral character through contemplation on Allah's Most Beautiful Names, develops emotional intelligence, and enhances thinking and creativity skills.
• Tafakkur Program
• Tafakkur Training
• Tafakkur Publishers
• Tafakkur Academy

Products and services

• Tafakkur Program The main educational curriculum that develops students' creative moral character through an approach blending originality and modernity, based on brain research and Islamic psychology. Licensed to and delivered in educational institutions across 30+ countries.
• Tafakkur with Annous A child character-building program that develops faith-based moral character through contemplation of Allah's Beautiful Names, emotional intelligence, and thinking/creativity skills. Designed for children ages 6-13 and used as the basis for the Tafakkur Academy online courses.
• Tafakkur Academy

Quantifiable outcome

• 260+ students from 27 countries participated in the 9th cohort of Tafakkur with Annous courses
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Al-Ittifaq International AcademycoreStrategic or Co-development Partner · 22 April 2026Al-Ittifaq International Academy's kindergarten and schools (International Division) implement the Tafakkur with Annous program. Tafakkur's Development and Technical Support Team conducts evaluative visits to monitor and develop teacher performance. The partnership has shown notable results in first year with positive impact on student values and behavior, extending to teaching staff development.
• Alkifah Academy SchoolscoreStrategic or Co-development Partner · 3 February 2026Alkifah Academy Schools has implemented the Tafakkur Program for more than 10 consecutive years across all five levels. Tafakkur honored the Academy for their distinguished educational journey in building students' character across spiritual, psychological, behavioral, and creative dimensions.
• Partner Schools NetworkcoreStrategic or Co-development PartnerTafakkur provides its unique educational services to educational institutions in 30+ countries through the Tafakkur Program. The program includes training programs, curriculum materials, supervisory visits, and ongoing support from the Development and Technical Support team.

Scale indicators8 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Noor Kids: Noor Kids produces Islamic children's books and character education content for Muslim families globally. It directly competes with Tafakkur Publishers in the niche of faith-based character/identity development content for children ages 3-12.
• Second Step (Committee for Children): Second Step is a leading SEL curriculum for K-12 schools with educator training and family-facing materials. It is comparable to Tafakkur's institutional licensing model that bundles curriculum, teacher training, and family resources into school adoption.
• CharacterStrong: CharacterStrong delivers character education curriculum and SEL programs to schools with training for educators. It competes with Tafakkur's classroom-based character education offering and shares the same institutional sales motion targeting K-12 administrators.
• Bayyinah Institute: Bayyinah Institute produces Islamic educational content, curricula, and online learning programs rooted in Arabic and Quranic studies. It is a direct peer in faith-based curriculum development serving the global Muslim community with both institutional and consumer channels.
• Conscious Discipline: Conscious Discipline provides SEL curriculum, classroom management, and character education programs for early childhood and elementary schools. It directly parallels Tafakkur's curriculum-licensing motion targeting schools to build students' social-emotional and behavioral competencies.

Emerging players

• Outschool: Outschool is an online learning marketplace offering live small-group classes for kids across a wide range of subjects. It parallels the Tafakkur Academy's online cohort-based character education delivery model with similar Zoom-based live instruction.

Broad incumbents

• Discovery Education: Discovery Education is a large K-12 digital content and curriculum provider with school-licensed platforms. It overlaps with Tafakkur's institutional sales motion and competes for the same school-district curriculum and SEL integration budgets.
• BrainPOP: BrainPOP provides animated educational content and curriculum for K-12 schools globally with educator tools and family resources. It is a broad incumbent in school-licensed educational content that competes for the same institutional SEL/wellness curriculum budget as Tafakkur.

Regional players

• Kalimat Group: Kalimat Group is a UAE-based Arabic children's book publisher producing high-quality illustrated titles for the MENA market. It is comparable to Tafakkur Publishers as a regional competitor in Arabic-language children's content distribution.

Others

• IQRA Foundation: IQRA Foundation produces Islamic educational resources and curriculum materials for Muslim communities globally. It is thematically adjacent to Tafakkur's faith-based education mission but focuses more on academic Islamic content than character/SEL development.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Tafakkur_Center
• Facebookfacebook.com/TafakkurAnnoos
• LinkedInlinkedin.com/company/tafakkur-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Tafakkur