What Eleven Plus Exams does

Eleven Plus Exams is a privately held UK educational services company founded in 2004 and headquartered in Harrow, North-West London. It operates as a vertically integrated provider of 11+ selective school entrance exam preparation, serving parents of primary school children (primarily Years 3-5) and the students themselves across 12+ UK grammar school regions including Berkshire, Buckinghamshire, Essex, Hertfordshire, Kent, and Yorkshire.

The company's core product is a web-based Virtual Learning Environment (VLE) offering thousands of practice questions with explanatory videos across Verbal Reasoning, Non-Verbal Reasoning, English, and Mathematics, with adaptive learning pathways and progress tracking. Supporting products and services include bookable mock exams (online and in-person, tailored to CEM and GL-Assessment examining boards), professional tuition courses (online and at the Harrow centre), an e-commerce shop with 800+ SKUs including the trademarked "First Past the Post" publication series, the Peer Compare benchmarking system, mobile apps (Vocabulary Builder, Maths), and the UK's largest dedicated 11+ forum with 797,000+ posts and 41,000+ members.

The business model combines a freemium subscription for the VLE platform, annual tuition fees for structured in-person and online courses, transaction fees for mock exams, and one-time e-commerce sales of physical and downloadable practice materials. The company is founder-led by CEO Ilesh Kotecha, is bootstrapped with no disclosed institutional funding, and reports that over 90% of its tutees reach their school of choice.

Name

Eleven Plus Exams

Legal name

Eleven Plus Exams

Website

https://elevenplusexams.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Eleven Plus Exams is a UK educational services company, founded 2004 and headquartered in Harrow, that provides 11+ selective school exam preparation products and services, including a Virtual Learning Environment platform, mock exams, professional tutoring, an e-commerce shop, and a large online parent community, serving families across 12+ UK grammar school regions.

Ownership category

akta.pro rank

Product category

Test Preparation and Educational Tutoring Services

NAICS

Exam Preparation and Tutoring (611691)

SIC

Services-Educational Services (8200), Miscellaneous Publishing (2741)

akta.pro primary industry

Test Prep Tutoring Platforms (SAT/ACT/GRE/GMAT, etc.) (EDANAGAH)

akta.pro secondary industries

K–12 Standardized Assessments & Benchmark Exams Prep (State tests, MAP, ISEE/SSAT) (EDANABAD), Exam Prep & Standards-Aligned Review Courseware (Within Curriculum) (EDAFACAO)

Keywords

• 11 plus preparation
• Selective school tutoring
• Grammar school entrance exams
• Online practice platform
• Mock exam services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 11 Plus Tuition Services: Professional tutoring courses available online and in-person for students in years 3, 4, and 5 across all 11+ subjects. Provides structured courses, intensive revision courses, and creative writing programs.
2. Practice Materials and Publications: Sale of physical and digital practice materials including test papers, books, and downloadable e-papers. The company publishes the First Past the Post series and offers over 800 products through the online shop.
3. 11 Plus Platform Subscription: Virtual Learning Environment providing online practice questions and video content for home preparation. Offers free trial with subscription access for continued use.
4. Mock Exams: Mock exam fees for both online and in-person test simulations. Exams are tailored to individual examining boards and provide practice for the real test day.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels8 records

Core offering

Eleven Plus Exams provides comprehensive preparation resources for the UK 11+ selective school entrance exam, combining a subscription-based Virtual Learning Environment with thousands of practice questions, online and in-person tutoring courses for years 3-5, mock exams tailored to CEM and GL Assessment formats, an e-commerce shop with 800+ practice papers and books, and a large online community forum for parents and students.

Product overview

Eleven Plus Exams operates as a comprehensive multi-platform educational resource for UK selective school exam preparation, established in 2004. The portfolio consists of the core Platform (VLE with thousands of practice questions), 11 Plus Mocks (online and in-person exam simulation), 11 Plus Tuition (online and in-person tutoring for years 3-5), and the 11 Plus Shop (800+ practice materials). Supporting these are 11 Plus Peer Compare (progress feedback system), the 11 Plus Forum (community with 750k+ posts), mobile apps for vocabulary and maths practice, and interactive CD software. All services are coordinated through the main elevenplusexams.co.uk portal, with dedicated sub-domains for each service line.

Differentiator

Problem solved

Functional benefit

Brands

• 11 Plus Platform: Virtual Learning Environment providing thousands of practice questions for 11 plus preparation from home.
• 11 Plus Mocks
• 11 Plus Tuition
• 11 Plus Shop
• 11 Plus Peer Compare
• First Past the Post

Products and services

• 11 Plus Platform (Virtual Learning Environment) Subscription-based online Virtual Learning Environment providing thousands of practice questions and explanatory videos for 11+ exam preparation across all four core subjects. Designed for parents and students preparing at home, with progress tracking and a free trial available.
• 11 Plus Mocks Mock examination service available online and in-person, tailored to individual examining boards (CEM, GL Assessment) to simulate real 11+ test format, timing, and content. Sold as bookable events for parents and students.
• 11 Plus Tuition Professional 11+ tutoring courses delivered online and in-person for students in years 3, 4, and 5 across all 11+ subjects, including structured courses, intensive revision, and creative writing programmes. Operates a physical tuition centre in Harrow, North-West London.
• 11 Plus Shop E-commerce shop selling over 800 practice products for 11+ preparation, including physical test papers, books, and downloadable e-papers, including the company's First Past the Post publication series. Sold directly to parents and students.
• 11 Plus Peer Compare Online benchmarking and feedback reporting system that monitors a child's 11+ preparation progress against peers and identifies specific areas for improvement through comparative data.
• 11 Plus Forum Online community forum with expert moderators where parents and students discuss 11+ preparation, regional admissions, and school selection across 164 grammar school catchment areas.
• 11+ Vocabulary Builder App Mobile application designed to build and reinforce vocabulary required for the 11+ exam, useful for students with limited preparation time.
• 11+ Maths App Mobile application for practising 11+ maths skills and mental arithmetic, designed to build fluency and increase student engagement with preparation.

Quantifiable outcome

• Over 90% of tutees reach their school of choice
• +1 more outcomes

Named customers5 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

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• GL AssessmentcoreOthersGL Assessment (formerly Granada Learning/NFER) is the primary test provider for many UK grammar schools. Eleven Plus Exams provides preparation materials, practice papers, and resources specifically designed for GL Assessment-style 11+ examinations.
• CEM (Centre for Evaluation and Monitoring)coreOthersCEM is a research group at the University of Durham that produces 11+ entrance tests for schools and local authorities. Eleven Plus Exams provides preparation resources for CEM-style examinations used in regions including Birmingham, Bexley, and Warwickshire.
• NFER (National Foundation for Educational Research)minorOthersNFER creates assessment materials for the 11+ examinations. Historical partner providing the basis for traditional GL-Assessment question styles.
• Cambridge University Press & AssessmentminorOthersCambridge University Press and Assessment logo displayed on the website as an industry affiliation related to educational assessment.
• ISEB (Independent Schools Examinations Board)minorOthersISEB logo displayed on the website as an industry affiliation for common entrance and selective school examinations.
• Publishers AssociationminorOthersEleven Plus Exams became a founding signatory of the Publishing Inclusion Pledge launched by the Publishers Association in 2026, demonstrating commitment to diversity and inclusion in educational publishing.
• BESA (British Educational Suppliers Association)coreOthersBESA is the trade association for the UK educational supplies sector. Eleven Plus Exams participates in BESA awards and activities, with CEO Ilesh Kotecha recognized as Inspirational Leader finalist.
• PA (Press Association)minorOthersPress Association logo displayed on the website footer as a media/press affiliation.
• National Tutoring AwardscoreGTM or Marketing PartnerEleven Plus Exams has been a platinum sponsor of the National Tutoring Awards 2026 and has won multiple awards including 2024 Winner, 2025 Finalist, and 2026 Winner and Highly Commended recognition.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• CGP Books: CGP Books is the UK's largest educational publisher covering primary, secondary, and 11+ preparation. It overlaps with Eleven Plus Exams in the 11+ practice materials category but operates across a much broader curriculum range.
• Explore Learning: Explore Learning operates UK-wide tuition centres offering maths, English, and 11+ preparation. It overlaps with Eleven Plus Exams' tutoring services as a broader incumbent in the supplemental education market.
• Hodder Education: Hodder Education (part of Hachette) publishes a wide range of educational textbooks and revision guides including 11+ titles. It overlaps with Eleven Plus Exams in the publication/practice materials space as a larger incumbent publisher.

Others

• GL Assessment: GL Assessment (formerly Granada Learning/NFER) is the primary test provider for many UK grammar schools' 11+ exams. Eleven Plus Exams aligns its content and mocks to GL Assessment formats, making it a critical ecosystem partner rather than direct competitor.

Direct peers

• Bond 11+ (Oxford University Press): Bond 11+ is a long-established publisher of 11+ practice papers and revision guides, owned by Oxford University Press. It competes directly with Eleven Plus Exams' shop and publication offerings in the practice materials category.
• Galore Park: Galore Park publishes textbooks, revision guides, and practice papers for 11+ and independent school entrance exams. It is a direct competitor in the 11+ practice materials and book segment of Eleven Plus Exams' business.
• Teachitright: Teachitright is a UK provider of 11+ tuition, mock exams, and practice papers with centres in Buckinghamshire and the South East. It competes directly with Eleven Plus Exams' tuition, mocks, and shop offerings in the same regional markets.
• Mentor Education: Mentor Education is a UK-based provider of 11+ and selective school tutoring, mock exams, and online practice. It is a direct peer to Eleven Plus Exams' tuition and mock exam services across UK regions.
• Atom Learning: Atom Learning is a UK online adaptive learning platform focused on preparation for 11+, 13+ and selective school entrance exams, directly competing with Eleven Plus Exams' VLE offering through subscription-based practice questions and mock exams.
• Pretest Plus: Pretest Plus produces CEM and GL-Assessment style 11+ practice papers and online tests. It is a direct competitor to Eleven Plus Exams' publication, shop, and mock exam businesses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCO_iT7v0-MdNn3KXktk-4LA
• Facebookfacebook.com/ElevenPlusExams
• LinkedInlinkedin.com/company/eleven-plus-exams
• Instagraminstagram.com/elevenplusexams
• TikToktiktok.com/@elevenplusexams

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Eleven Plus Exams