What Dukes Tutoring does

Dukes Tutoring is a London-based private tutoring and education consultancy (legal entity: Jaderberg Krais Tutoring Limited) founded in 2010 by Lorrae Jaderberg and Katie Krais, originally as JK Educate. It delivers personalised one-to-one tutoring for children aged 4+ through to A Level, IB, and undergraduate, covering all major UK entrance examinations (7+, 8+, 11+, 13+, occasional place), GCSE/A Level/IB subject support, and specialised needs (EAL, SEND, Gifted and Talented, Homeschooling). The service is offered both in-person across London (at students' homes or Dukes House in central London) and online worldwide via a proprietary virtual classroom featuring live video/audio, an interactive whiteboard, and real-time document sharing. Ancillary modules include academic assessments, examiner-written 7+ and 11+ mock exams (held in central London), interview preparation, school admissions consulting, and university application support.

The business operates on a sales-led, direct-to-consumer model anchored by a free initial consultation that drives a manual tutor-matching process. Revenue is generated primarily through hourly tutoring (rates from £75/hour, billed monthly in arrears) and term/half-term lesson packages at discounted rates, with supplementary income from mock exam sittings, formal academic assessments, and education consultancy engagements. The funnel is supported by SEO, a content/blog hub, free Typeform-hosted 11+ practice quizzes, and an active Google Reviews strategy; Calendly powers consultation booking.

Since 2022, Dukes Tutoring has operated as a wholly-owned subsidiary of Dukes Education, the UK's leading independent schools group, which spans 62 brands across nine countries and supports over 21,000 pupils. This affiliation provides access to the Dukes Plus affiliate network for Oxbridge/US admissions, medical/law preparation, and summer schools, as well as methodological input from the High Performance Learning framework. The company employs approximately 20 staff and has worked with 5,000+ students over its operating history, delivering 200,000+ hours of tuition.

Name

Dukes Tutoring

Legal name

Jaderberg Krais Tutoring Limited

Website

https://dukestutoring.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Dukes Tutoring is a London-based private tutoring and education consultancy delivering personalised one-to-one tuition for school-age children, covering UK entrance exams (7+, 11+, 13+), GCSE, A Level, and IB, both in-person in London and online worldwide. It operates as a subsidiary of Dukes Education.

Ownership category

akta.pro rank

Product category

Private Tutoring Services

NAICS

Exam Preparation and Tutoring (611691), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Academic Tutoring Services (Subject-Specific & General) (EDAJALAA)

akta.pro secondary industries

Virtual Tutoring & Academic Intervention (K–12) (EDAJADAH), IEP/504 Academic Support Tutoring (EDANAFAA)

Keywords

• Private tutoring services
• Entrance exam preparation
• Academic tutoring
• Online tutoring platform
• Education consultancy

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hourly Tutoring: One-to-one tutoring sessions charged at hourly rates. Fees vary by tutor and are payable monthly in arrears. Trial lessons require advance payment.
2. Lesson Packages: Block purchases of lessons offered at discounted rates compared to hourly billing. Packages are typically scheduled for half terms or terms.
3. Academic Assessments: Diagnostic and academic assessment services provided to evaluate student abilities and create tutoring recommendations.
4. Mock Exams: 11 Plus and 7 Plus mock exam services held in central London, providing realistic exam practice with detailed feedback reports.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Dukes Tutoring provides personalised one-to-one tutoring for students aged 4 through undergraduate level, delivered either online via a proprietary virtual classroom or in-person across London. The service covers UK curriculum subjects (Early Years through A Level and IB), entrance exam preparation (7+, 8+, 11+, 13+), academic assessments, mock exams, interview preparation, and school and university admissions consultancy. Tutors are carefully matched to students based on personality, learning style, and academic needs, with bespoke learning plans informed by the High Performance Learning framework.

Product overview

Dukes Tutoring is a private tutoring and education consultancy operating as a single unified service rather than a software platform. The core offering is one-to-one tutoring (online or in-person) spanning Early Years (4+) through to A Level, IB, and undergraduate. Tutoring is the central product, supported by ancillary modules including mock exams (7 Plus, 11 Plus), academic assessments, interview preparation, school admissions consulting, and university application support. Delivery is via two formats: proprietary online tutoring platform (video/audio, interactive whiteboard, document sharing) and in-person sessions in London. The affiliated Dukes Plus brand extends the offering into summer schools, university admissions, and career experiences. The service integrates with Calendly (booking), Typeform (practice quizzes), and Google Reviews (reputation management). No public API is offered; the product is human-delivered tutoring supported by web and third-party tools.

Differentiator

Problem solved

Functional benefit

Products and services

• One-to-One Tutoring Personalised one-to-one tutoring delivered either online via a proprietary virtual classroom or in-person at the student's home or central London office. Covers all subjects from Early Years (4+) through A Level, IB, and undergraduate.
• 11 Plus Tutoring Expert one-to-one tutoring for the 11 Plus entrance exams, covering English, Maths, Verbal Reasoning, and Non-Verbal Reasoning. Tailored to specific school requirements, with proven outcomes (98% of tutees gain entry to target schools).
• 7 Plus Mock Exams Realistic mock 7 Plus entrance exams held in central London, written by examiners to replicate the real exam. Includes individualised feedback reports with observational data on student demeanour and behaviour.
• 11 Plus Mock Exams Mock 11 Plus exams held in central London, written by examiners to replicate real test conditions. Includes meticulous marking, individualised reports, and observational feedback on student performance and behaviour.
• Academic Assessments Diagnostic and formal academic assessments conducted by experienced assessors to evaluate a student's ability level, strengths, and weaknesses. Includes written reports with tutoring recommendations and school shortlisting advice.
• Interview Preparation Specialist interview preparation tutoring for 7 Plus, 11 Plus, 13 Plus, and secondary school admissions interviews. Develops confidence, communication skills, and interview technique.
• Online Tutoring Synchronous one-to-one tutoring delivered via a secure proprietary virtual classroom featuring live video/audio, an interactive whiteboard, and real-time document sharing. Available globally to students outside the UK.
• In-Person Tutoring Face-to-face tutoring delivered at the student's home or at Dukes House (central London office) within London and surrounding areas.
• School Admissions Consultant Education consultancy service helping families select and apply to appropriate schools, including guidance on school shortlisting, application strategy, and admissions processes.
• University Consultants University application support including admissions tests, personal statement review, and interview preparation for UK and international university applications.
• UCAS Personal Statement Support Package Structured support for crafting and reviewing UCAS personal statements, helping students present a compelling application for UK university admissions.
• Specialist Subject Tutoring Tutoring in specific subjects including Maths, English, Sciences (Physics, Biology, Chemistry), Languages (French, German, Spanish), Computer Science, Geography, History, Economics, and Business Studies, across all levels from KS1 to A Level and IB.
• Residential Travel Tuition Specialist tutoring delivered during residential travel programmes, combining education with travel experiences.

Quantifiable outcome

• 98% of 11+ students get into one or more of their target schools
• +3 more outcomes

Named customers4 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

Integration3 records

Feature2 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• Dukes EducationflagshipStrategic or Co-development Partner · 1 January 2022Dukes Tutoring joined the Dukes Education family in 2022. Dukes Education is the leading Independent schools group in the UK with 62 education brands across nine countries, supporting over 21,000 pupils. This partnership provides Dukes Tutoring with access to educational expertise, research-led methodologies, and the credibility of the broader Dukes network.
• High Performance LearningcoreStrategic or Co-development PartnerDukes Tutoring's teaching approach is informed by the globally recognised High Performance Learning framework - a research-led model that helps every child think critically, work independently, and achieve lasting academic success. This partnership provides the methodological foundation for their tutoring methodology.
• Dukes PluscoreStrategic or Co-development PartnerDukes Tutoring is part of Dukes Plus, connecting families to a wider network of expert education consultancies including Oxbridge and US admissions, medical and law preparation, supporting students throughout their educational journey from tutoring to university applications.
• The Tutors' AssociationminorStrategic or Co-development PartnerDukes Tutoring is a member of The Tutors' Association and was nominated by them for Tuition Business of the Year 2026 and School Partnership Provider 2026 at the National Tutoring Awards.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fleet Tutors: Established UK-wide tutoring provider covering K–12 and SEND, offering both in-person and online tutoring. Comparable on broad subject tutoring, school partnerships, and national reach.
• Tutorful: UK tutoring marketplace offering 1:1 online and in-person tutoring across subjects and levels. Directly comparable as a competitor for tutor acquisition and family customers in the UK tutoring market.
• MyTutor: UK online tutoring marketplace connecting students with vetted tutors for GCSE, A Level, and 11+ preparation. Comparable on the online tutoring delivery model, 11+ focus, and tutor-matching approach.
• Tavistock Tutors: London-based premium private tutoring firm serving families across entrance exams (7+, 11+, 13+), GCSE, A Level, and IB. Directly comparable on geography, customer segment, premium pricing, and tutor-matching model.
• Holland Park Tutoring: London boutique tutoring agency focused on entrance exam preparation and selective school admissions. Closely comparable on premium positioning, in-person London delivery, and 11+/13+ niche expertise.

Emerging players

• Atom Learning: UK EdTech platform focused on 11+ and 13+ preparation through adaptive online learning and mock tests. Comparable on the 11+/13+ niche and use of mock exam content, representing a digital-native threat to traditional tutor-led prep.

Broad incumbents

• Explore Learning: Large UK tutoring centre chain serving K–12 with maths, English, and entrance exam preparation. Comparable on curriculum tutoring and 11+ preparation, though delivered through a centre-based model rather than 1:1 at home.
• Kip McGrath: Global tutoring centre franchise focused on English and maths remediation for school-age children. Comparable on the K–12 tutoring focus and structured learning plans, but uses a centre-based small-group model.
• Varsity Tutors: Large-scale online tutoring and test-preparation platform with UK and US operations. Comparable on online tutoring delivery, test prep content, and platform-based tutor matching.
• Superprof: Global online marketplace connecting students with private tutors across subjects and levels. Comparable as an alternative acquisition channel for UK families seeking 1:1 academic tutoring.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/dukes-tutoring

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Dukes Tutoring