Password | English Language Testing

What Password | English Language Testing does

English Language Testing Ltd (trading as Password) is a UK-based private company founded in 2008 and headquartered in Brentford, England, that operates an online English language and maths assessment platform serving universities, schools, language schools, and employers across 120+ countries. The company is academically anchored by CRELLA (Centre for Research in English Language Learning and Assessment) at the University of Bedfordshire, the same team involved in developing IELTS and the Cambridge suite; all Password tests are formally aligned to the CEFR following the official Council of Europe manual, with alignment independently verified by a panel of 10+ language testing experts. The product suite includes Password Skills (the comprehensive four-module test covering reading, writing, listening, and speaking), Password Skills Plus (an at-home proctored version launched September 2022), modular components (Password Knowledge, Password Knowledge and Writing, Password Skills Receptive), Password Maths, the Password Pupil English family for schools, and the Password Workforce suite for employers. Tests are delivered through a white-label online platform that partners can brand under their own identity, with optional outsourced delivery managed by the Password team. The business makes money through multi-year B2B subscription contracts with educational institutions and employers, channel distribution via GL Education (exclusive rights for MENA and Turkey), agent networks, and direct-to-consumer practice tests priced £10–£40 per test. The company was bootstrapped by founder and CEO Caroline Browne (formerly a senior manager at Brunel University London) and has grown to 496 institutional partners, 11–50 employees, and an APAC regional presence in Kuala Lumpur; it became an Associate Member of ALTE in 2025.

Name

Password | English Language Testing

Legal name

English Language Testing Ltd

Website

https://englishlanguagetesting.co.uk

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Password (English Language Testing Ltd) is a UK-based provider of CEFR-aligned online English language and maths assessment tests, designed by CRELLA academics at the University of Bedfordshire and delivered to universities, schools, language schools, and employers across 120+ countries via a white-label platform and at-home proctored testing.

Ownership category

akta.pro rank

Product category

Educational Testing & Assessment

NAICS

Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Online Exam Proctoring, Browser Lockdown & Secure Testing (EDAFALAC)

akta.pro secondary industry

Secure Browser, Device Lockdown & Exam Security Tools (EDAFADAI)

Keywords

• English language testing
• CEFR assessment
• Secure online testing
• Educational assessment
• Language proficiency exams

Headquarters

HQ city

Brentford, England

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Institutional Partnership Testing: Password forms partnerships with educational institutions (universities, colleges, schools) and employers who use Password tests for admissions, placement, and assessment purposes. Tests are customized for each partner with branding and test specifications tailored to their requirements.
2. Direct-to-Consumer Practice Tests: Individual test takers can purchase practice tests directly through the website. Practice tests include Password Skills Practice Test (£25), Preparation Course (£40), Receptive Practice Test (£15), Pupil English Practice Test (£12), Knowledge Practice Test (£10), and individual module tests.
3. Password Skills Plus (At-Home Testing): Secure at-home English language testing for university admission, outsourced to Password team for secure delivery to students in their own homes.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Password provides CEFR-aligned English language and mathematics testing services delivered through an online platform, primarily through institutional partnerships with universities, colleges, schools, and employers. Tests are academically designed with CRELLA at the University of Bedfordshire and offered both as secure institutional assessments and self-directed practice tests for individual learners.

Product overview

Password English Language Testing offers a platform-based testing system with multiple distinct products and test modules. The core product is Password Skills, a comprehensive four-module English language assessment covering reading, writing, listening, and speaking. This is available as the institutional Password Skills (administered by institutions under their own brand) and Password Skills Plus (delivered directly to students at home). Modular components include Password Knowledge (grammar/vocabulary/reading), Password Skills Receptive (reading/listening only), and Password Knowledge and Writing. For schools, the company offers Password Pupil English and Password Pupil English Younger variants. Maths testing is available through Password Maths. The Workforce suite serves employer assessment needs. All tests are delivered through a proprietary online platform with partner portal, validation portal, and results management. Tests are designed and academically managed by CRELLA (Centre for Research in English Language Learning and Assessment) at the University of Bedfordshire and are formally aligned to the CEFR.

Differentiator

Problem solved

Functional benefit

Brands

• Password Skills Plus: Secure at-home English language test for university admission, delivering reading, writing, listening and speaking assessments.
• Password Skills
• Password Skills Receptive
• Password Knowledge
• Password Knowledge and Writing
• Password Maths
• Password Pupil English
• Password Pupil English Younger
• Password Workforce
• Password Pupil Maths

Products and services

• Password Skills The flagship secure online English language proficiency test for higher education admissions and international student assessment.
• Password Skills Plus Secure at-home English language testing service for international admissions, combining live human invigilation with proctoring software.
• Password Skills Receptive An English language assessment focused on listening and reading skills only, designed for institutions needing a lighter-touch receptive evaluation.
• Password Knowledge An English test focused on grammar and vocabulary knowledge, used for institutional placement and admissions screening.
• Password Knowledge and Writing A combined English test that assesses grammar and vocabulary knowledge together with writing ability, for institutions seeking broader evaluation.
• Password Maths An online mathematics assessment aligned to the CEFR for mathematics, designed to evaluate numerical reasoning and maths ability in prospective students.
• Password Pupil English An English language test designed for school-age learners, used by international and independent schools for admissions and progress tracking.
• Password Pupil English Younger A version of the Pupil English test adapted for younger school-age learners, supporting junior-school admissions and placement decisions.
• Password Workforce An English language assessment product designed for employers to screen and benchmark the English proficiency of workforce and candidates.
• Password Solo A self-service practice platform where individual learners can purchase and take Password practice tests independently for personal preparation.
• Password Preparation Course An online preparation course designed to help learners develop the skills assessed by Password tests prior to sitting the assessment.

Quantifiable outcome

• Quick turnaround of results in 3-5 working days
• +3 more outcomes

Named customers38 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

17 partnerships are on record, tiered core and minor.

• CRELLA (Centre for Research in English Language Learning and Assessment)coreStrategic or Co-development PartnerPassword English tests are academically designed and managed by CRELLA based at University of Bedfordshire. Founded by Professor Cyril Weir OBE and directed by Professor Anthony Green, CRELLA is a world-leading team of academics in testing and assessment. CRELLA was ranked 3rd in UK for English Language research in REF2021 with 72% world-leading classification.
• GL EducationcoreChannel Partner/ Reseller/ DistributorGL Education has signed a partnership agreement with Password and has exclusive rights to market the assessments across the Middle East and Turkey. GL Education is a global assessment provider working with schools and teachers.
• ALTE (Association of Language Testers in Europe)minorStrategic or Co-development PartnerPassword became an Associate Member of ALTE, demonstrating commitment to high-quality standards in language assessment. ALTE is an association of language test providers promoting fair and accurate assessment across Europe and beyond.
• COBIS (Council of British International Schools)minorGTM or Marketing PartnerCOBIS is a membership association representing more than 450 schools and organisations globally. Password participates in COBIS webinars and events for professional development and marketing.
• NALDICminorGTM or Marketing PartnerNALDIC is the national subject association for English as an additional language. Password sponsors content and participates in NALDIC events.
• BALEAPminorGTM or Marketing PartnerBALEAP supports professional development of those involved in learning, teaching, scholarship, and research in English for Academic Purposes (EAP). Password attends BALEAP events.
• FOBISIA (Federation of British International Schools in Asia)minorGTM or Marketing PartnerFOBISIA is the premier Federation in Asia supporting and promoting high-quality British-style international education. Password participated in FOBISIA EAL JAWS event in Kuala Lumpur.
• English UKminorGTM or Marketing PartnerEnglish UK is the national membership association for accredited English language teaching centres in the UK with 340+ member centres.
• AMCIS (Association for Admissions, Marketing and Communications in Independent Schools)minorGTM or Marketing PartnerAMCIS serves the independent schools sector for over 25 years through support, advice, training, professional development, seminars, and conferences.
• BSA (Boarding Schools' Association)minorGTM or Marketing PartnerBSA represents member boarding schools, provides training for boarding staff and promotes boarding education.
• BAISIS (British Association of Independent Schools with International Students)minorGTM or Marketing PartnerBAISIS champions support for international students in British independent schools and English medium schools globally.
• British Boarding Schools NetworkminorGTM or Marketing PartnerBBSN supports international marketing and pupil recruitment for UK boarding schools with contacts, knowledge, and support.
• NEASminorGTM or Marketing PartnerNEAS is the Global Leader in Quality Assurance for the English Language Teaching Community.
• Target EnglishminorStrategic or Co-development PartnerTarget English is led by Fiona Aish and Jo Tomlinson, both highly experienced EFL and EAP teachers, trainers, test developers, and authors.
• Universities of SanctuaryminorStrategic or Co-development PartnerNetwork of university staff, lecturers, academics and students working to make Higher Education institutions places of safety for refugees. Password supports with free English language testing.
• RefugEAPminorStrategic or Co-development PartnerFree online programme of academic English classes for refugee-background students across the UK wishing to access university. Password supports through free testing.
• British Homes and Schools for UkrainiansminorStrategic or Co-development PartnerBHSU connects vetted host sponsors in the UK with Ukrainian refugees under the UK Government 'Homes for Ukraine' scheme. Password provided free English language classes to refugees.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Linguaskill (Cambridge): Cambridge's online adaptive English test for institutions, used for placement and admissions. Closely overlaps with Password's modular testing approach and shares the same academic pedigree through Cambridge/CRELLA connections.
• Duolingo English Test: AI-proctored online English test accepted by 5,000+ institutions globally. Directly competes with Password Skills Plus in the at-home testing segment, with strong brand recognition and rapid post-pandemic scale.
• LanguageCert: Ofqual-regulated English language qualifications provider offering computer-based and online-proctored tests for higher education and immigration. Competes directly with Password's institutional and at-home testing offerings.
• IELTS (British Council / IDP): The world's most widely accepted English language test for higher education and immigration, jointly owned by British Council, IDP, and Cambridge Assessment. Password's CRELLA team was instrumental in IELTS development, making it a direct academic and product peer.
• Trinity College London (ISE): Offers Integrated Skills in English (ISE) qualifications and SELT tests for UK visas. Competes in the UK and international CEFR-aligned English testing market for higher education admissions.
• TOEFL (ETS): Test of English as a Foreign Language administered by Educational Testing Service, widely accepted by universities globally. TOEFL iBT is a primary competitor for international student admissions testing that Password directly competes against.
• Cambridge Assessment English: Develops the Cambridge English suite (B2 First, C1 Advanced, C2 Proficiency) and Linguaskill — a digital adaptive English test. Shares academic lineage with CRELLA; competes in the same B2B institutional testing space as Password.
• Oxford Test of English: Oxford University Press's online adaptive English test with white-label and at-home delivery options. Closely comparable business model to Password, including modular testing and partner branding.
• Pearson PTE Academic: Pearson's AI-scored English language test accepted by universities and for visas globally. Competes head-to-head with Password in international student admissions testing, particularly on speed of results and digital delivery.

Broad incumbents

• GL Education: Global assessment provider for schools, plus Password's channel partner with exclusive marketing rights in MENA and Turkey. Provides broader cognitive and educational assessments alongside English testing, making it a wider portfolio incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@PasswordELT
• LinkedInlinkedin.com/company/passwordenglishlanguagetesting
• Instagraminstagram.com/password_elt

Compliance1 record

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 Password | English Language Testing