IOK

What IOK does

Founded in 1996 in Tel Aviv, IOK (OK Test Preparation Center, legal name אוקיי קורסים) is a privately held Israeli test-preparation provider specializing in the suite of standardized exams that gate admission to Israeli universities and pre-academic preparatory programs (mechinot). The company prepares students for the national psychometric exam, the Yael/YaelNet Hebrew proficiency exam, the AmirNet English proficiency exam, and the Meimad pre-academic entrance exam, as well as Bagrut (matriculation) subjects. It has operated continuously under Israeli Ministry of Education authorization for 28+ years and is one of the longest-established players in this niche. The firm serves a dual base of Israeli high-school graduates preparing for university admission and new immigrants (olim) who require multilingual support across Hebrew, Russian, English, and French.

The core product portfolio is anchored by the Psychometric Test Preparation Course, delivered through three channels: live in-person classes at Tel Aviv and Haifa branches and partner venues in 20+ Israeli cities, synchronous Zoom-live group sessions, and a self-paced online platform. The proprietary content stack includes an 8,000+ psychometric practice-problem database, 200+ instructional video lessons, an in-house textbook series, and the 'Smart Schedule' (Umnoe Raspisanie) adaptive planning system that adjusts study cadence based on remaining time-to-exam and student pace. Adjacent exam-specific courses (Yael, AmirNet, Meimad), an elite 650+ score track, Bagrut subject preparation, nursing-specific psychometric prep, and one-on-one tutoring round out the catalog. Supporting materials — printed and digital textbooks, full-length simulated exams, and online timed testing — are sold through an e-commerce storefront at iok.co.il.

IOK monetizes through a mix of multi-week to multi-year course subscriptions (Zoom psychometric ₪6,200, self-paced ₪3,340–₪5,200, AmirNet ₪1,980, Yael ₪1,960), tiered self-study subscriptions ranging from 15 days to 6 months, pay-as-you-go online testing access (₪90–₪490), books and printed simulations, ₪200 private lessons, and corporate/institutional training contracts. A meaningful demand channel runs through institutional partnerships with the Israeli Ministry of Defense, Ministry of Aliyah and Integration, the Student Affairs Administration for Repatriants, Technion, Tel Aviv University, Bar Ilan University, and the Jewish Agency for Israel — relationships that funnel soldiers and immigrant cohorts into subsidized OK programs and that double as authoritative referral sources for the broader consumer market.

Name

IOK

Legal name

אוקיי קורסים

Website

https://iok.co.il

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Founded in 1996 in Israel, IOK (OK Test Preparation Center) prepares students for university entrance exams including psychometric, Yael, AmirNet, and Meimad. The Tel Aviv-based company delivers multilingual instruction in Hebrew, Russian, English, and French via in-person, Zoom-live, and self-paced online formats across 20+ Israeli cities.

Ownership category

akta.pro rank

Product category

Test Preparation Services

NAICS

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

SIC

Services-Educational Services (8200)

akta.pro primary industry

Exam Prep & Standards-Aligned Review Courseware (Within Curriculum) (EDAFACAO)

akta.pro secondary industries

Language Assessment, Placement Testing & Proficiency Certification Tools (EDAFAOAH), General ESL/EFL Coursebooks & Integrated Skills Series (EDAGAHAA)

Keywords

• Test preparation services
• Psychometric exam prep
• University entrance tutoring
• Online learning platform
• Higher education admissions

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. In-person and Zoom-live Courses: Group courses delivered either in physical branches or via live Zoom sessions. Psychometric exam prep courses in Zoom are priced at ₪6,200 (regular ₪7,200); AmirNet Zoom course at ₪1,980 (regular ₪2,620); Yael Zoom course at ₪1,960 (regular ₪3,240). These are recurring per student per course cycle.
2. Self-paced Online Courses and Subscriptions: Self-study psychometric courses range from ₪3,340 to ₪5,200 depending on package (digital books, printed books, with/without AmirNet). AmirNet online self-study from ₪490 (15 days) to ₪1,590 (6 months). Access to online platforms is time-limited and subscription-based.
3. Online Testing and Practice Access: Online testing platform access sold separately: ₪90 for basic access to psychometric exercises, ₪240 for advanced package with testing and video lessons. AmirNet online testing at ₪280 for 30 days. Yael-Net testing at ₪280 for 30 days.
4. Books and Study Materials: Physical and digital textbooks sold for Psychometric, AmirNet, and Yael exams. AmirNet textbook: printed ₪420 (regular ₪520), online access from ₪165-340. Reader and Active Vocabulary book: printed ₪155, online from ₪55-115. Individual exam booklets from ₪35-70.
5. Private Lessons: One-on-one tutoring sessions with instructors at ₪200 per session, with packages available up to ₪480. Tailored individual preparation programs for students needing personalized attention.
6. Corporate / Institutional Training: Custom training programs for government ministries, defense forces, absorption organizations, and universities delivered across the country. Revenue generated through institutional contracts with organizations including Ministry of Defense, Ministry of Aliyah and Integration, and Student Affairs Administration.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

IOK (OK Courses) provides in-person, Zoom-live, and self-paced online preparation courses for Israeli university entrance exams including the Psychometric exam, Yael/Yael-Net (Hebrew proficiency), AmirNet (English proficiency), and Meimad (pre-academic preparatory program) exams. The portfolio includes 8,000+ practice problems, 200+ video lessons, proprietary adaptive scheduling, and printed/digital textbooks, delivered in Hebrew, Russian, English, and French.

Product overview

OK (IOK) is an Israeli test preparation center operating since 1996, offering a comprehensive suite of exam preparation products and services for academic admissions in Israel. The core offering is the Psychometric Test Preparation Course, a major product available in multiple languages (Hebrew, Russian, English, French) and formats (in-person, online self-study, and live Zoom courses). Supporting exam-specific courses include Yael/Yael-Net (Hebrew proficiency), AmirNet (English proficiency), and Meimad preparation. The portfolio also includes private one-on-one lessons, the elite 650+ advanced course, and the Psychometric Seminar for intensive last-minute review. Students can purchase add-on modules including an online testing platform with thousands of practice questions, a video lessons library (200+ video lessons), printed and digital study books, full-length psychometric simulations, and the Smart Schedule adaptive planning system. Additional offerings include corporate training programs, nurse-specific psychometric courses, and Bagrut (matriculation) exam preparation in various subjects. The company also operates an e-commerce shop selling study materials, practice exams, and learning accessories.

Differentiator

Problem solved

Functional benefit

Products and services

• Psychometric Test Preparation Course Comprehensive preparation course for the Israeli psychometric entrance exam, available in Hebrew, Russian, English, and French with in-person, Zoom-live, and hybrid formats. Designed for Israeli students and new immigrants seeking university admission.
• Psychometric Online Course Self-paced online psychometric preparation program with the Smart Schedule adaptive planning system, video lessons, digital textbooks, and practice tests. Designed for students who prefer independent study with structured guidance.
• Yael / Yael-Net Exam Preparation Preparation for the Hebrew language proficiency exam (Yael) and its computerized form (Yael-Net) used for Israeli university admission. Delivered as Zoom-live courses and self-study online courses, targeted at students needing Hebrew proficiency certification.
• AmirNet (Amir/Amiram) Exam Preparation Preparation for the computerized adaptive English proficiency exam (AmirNet) used by Israeli universities and colleges. Offered as Zoom-live courses and online self-study, targeted at students needing English proficiency certification for university admission.
• Meimad Exam Preparation Preparation for the Meimad entrance exam required for pre-academic preparatory programs (mechinot) in Israel. Targeted at students applying to mechina programs as a stepping stone to university.
• Private One-on-One Lessons Individual tutoring sessions with instructors for personalized exam preparation, priced at ₪200 per session with package pricing up to ₪480. Designed for students needing tailored attention, accelerated timelines, or makeup for missed content.
• 650+ Advanced Course Elite preparation program for students targeting high psychometric scores (650+). Provides intensive targeted preparation for high-achieving students seeking competitive scores for top-tier programs.
• Psychometric Seminar (Marathon) Intensive last-minute preparation seminar held before the psychometric exam, providing concentrated review and practice for students in the final stretch before their test date.
• Corporate / Institutional Training Customized exam preparation courses delivered to organizations, government agencies, and companies across Israel. Designed for institutional clients including ministries, defense organizations, and universities serving their constituencies.
• Online Testing Platform Standalone timed practice testing platform with answers, solutions, and progress tracking, providing access to thousands of practice questions and video explanations. Sold as a standalone subscription or bundled with courses.
• Psychometric Study Books Printed and digital textbooks within the Psychometric Book series covering verbal reasoning, quantitative reasoning, logic, geometry, English, and academic writing. Sold separately or bundled with courses; online access durations from 1 to 6 months.
• Psychometric Exams / Simulations Full-length practice psychometric exams with answer keys and detailed solutions, available in digital and printed formats. Sold as individual exam booklets from ₪35-70, or bundled with course packages.
• Video Lessons Library Extensive library of over 200 video lessons covering theory, problem-solving strategies, and exam solutions across psychometric topics, including recordings of all live Zoom sessions. Available in multiple languages, with standalone access at ₪240-490.
• Nurse Psychometric Course Specialized psychometric preparation program for students applying to nursing (RN) programs in Israel. Targeted at candidates whose program admissions require the psychometric exam with a nursing-specific focus.
• Bagrut (Matriculation) Preparation Preparation courses for Israeli Bagrut (matriculation) exams in subjects including mathematics, English, Hebrew, history, literature, Tanakh, and civics. Designed for high school students seeking to improve matriculation subject scores.

Quantifiable outcome

• Comprehensive exam preparation covering all sections of psychometric, Yael, AmirNet, and Meimad exams with over 8,000 practice problems and 200+ video lessons
• +1 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Ministry of Defense (Israel)coreStrategic or Co-development PartnerGovernment ministry that sends soldiers and military personnel to OK for psychometric and other exam preparation. OK provides specialized prep courses for demobilized soldiers and those preparing for academic studies during or after military service.
• Ministry of Aliyah and IntegrationcoreStrategic or Co-development PartnerGovernment ministry supporting new immigrants (repatriants) that partners with OK to provide subsidized exam preparation for olim. The ministry helps fund preparation programs and directs new immigrants to OK's courses, with special pricing available through the ministry's absorption programs.
• Student Affairs Administration for Repatriant StudentscoreStrategic or Co-development PartnerGovernment body managing support programs for repatriant students that works with OK on preparation courses and provides institutional endorsement for OK's programs aimed at new immigrants entering Israeli higher education.
• Technion - Israel Institute of TechnologyminorStrategic or Co-development PartnerOne of Israel's leading technical universities that partners with OK for preparatory programs and mechina (preparatory track) exam preparation. OK's campus is associated with Technion for student preparation programs.
• Tel Aviv UniversitycoreStrategic or Co-development PartnerOK's headquarters are located within the ANU Museum building on Tel Aviv University campus. The university is a key partner for preparatory programs, mechina tracks, and student preparation. The OK campus is physically situated in the university museum building.
• Bar Ilan UniversityminorStrategic or Co-development PartnerOK partners with Bar Ilan University for preparatory programs (mechina) and student exam preparation, providing psychometric, Yael, and other exam prep for students entering through the university's preparatory tracks.
• Jewish Agency for Israel (Sachnut)minorStrategic or Co-development PartnerNon-profit organization supporting Jewish immigration to Israel that partners with OK to help new immigrants prepare for university entrance exams through its network and programs.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pilugim: Pilugim is an Israeli psychometric preparation provider offering courses and study materials for the psychometric exam, targeting the same Hebrew- and Russian-speaking university applicant pool as IOK.
• Nitey: Nitey is one of Israel's largest psychometric and university entrance exam preparation providers, offering in-person and online psychometric, Yael, and AmirNet prep courses across Hebrew, Russian, and English. It directly competes with IOK on the same exam categories, customer segments, and delivery formats.
• Wall Prep: Wall Prep is an Israeli psychometric and entrance exam prep provider running courses in Hebrew and Russian, with both in-person and online formats. It is a direct competitor to IOK for the same olim and Israeli student segments across psychometric and language proficiency exams.
• Netim (Machon Netim): Netim is an Israeli test preparation institute offering psychometric, Yael, and AmirNet courses in Hebrew and Russian, with online and in-person delivery. It directly overlaps IOK's product mix and target customer base.

Emerging players

• Magoosh: Magoosh is an online-only test preparation company offering affordable self-study courses and practice tests for GRE, GMAT, SAT, TOEFL, and other standardized exams. Comparable to IOK's self-paced online offering and digital content monetization, though focused on US/English-language exams.
• PrepScholar: PrepScholar is an online test prep platform with adaptive learning technology for SAT, ACT, GRE, and GMAT, combining online content with optional tutoring. Comparable to IOK in delivering exam prep through a digital platform with adaptive features similar to OK's Smart Schedule system.

Broad incumbents

• Kaplan Test Prep: Kaplan is a global test preparation incumbent offering prep courses for SAT, GMAT, GRE, MCAT, and other standardized exams across live, online, and self-paced formats. Comparable to IOK as an established multi-format test prep provider, though operating at much larger scale and broader portfolio.
• The Princeton Review: The Princeton Review is a long-established standardized test prep provider offering courses for SAT, ACT, GRE, GMAT, MCAT, and other exams through in-person, online, and self-study channels. Comparable to IOK in test prep business model and content structure, though at much larger global scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/iok_co_il
• YouTubeyoutube.com/okpsychometry
• Facebookfacebook.com/okpsychometry
• Instagraminstagram.com/ok.psycho
• TikToktiktok.com/@iokcoil
• LinkedInlinkedin.com/company/ok-psychometry

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 IOK