New Academy School

What New Academy School does

New Academy School (NAS) is a private K-12 institution in Dubai, UAE, delivering an American curriculum from KG1 through Grade 12 under California Common Core State Standards, Next Generation Science Standards, and UAE Ministry of Education requirements for Arabic, Islamic Studies, and Social Studies. Founded in 1990 (per the school's About page; an FAQ references 1987) and operated under Atticus Education LLC, the school serves a multicultural student body of 46 nationalities at its single campus in the Al Raffa area of Bur Dubai. It is dually accredited by NEASC and Cognia, holds a DSIB 'GOOD' inspection rating, and is an authorized SAT (centre code 697077) and TOEFL (centre code B401) testing centre.

The school differentiates through a layered product offering beyond core academics: Advanced Placement courses across English, mathematics, sciences, social sciences, and computer science for grades 11-12; a Social Emotional Learning (SEL) program with the Komodo wellbeing data tool; an Inclusion Department providing Response to Intervention (RTI) and Individual Education Programs (IEPs); a Gifted and Talented acceleration track; Project Based Learning; Balanced Literacy for second-language learners; and weekly Passion Hour co-curriculars. Supporting technology includes a school-wide Apple Education system deployed in 2023-2024, integrated third-party platforms (Seesaw, Google Classroom, Achieve3000, Level Up, Reveal Math, Inspire Science, StudySync, Britannica, Gizmos, AP College Board, iRead Arabic), and a Mograsis Parent App.

NAS operates a subscription recurring revenue model based on KHDA-approved annual tuition, paid in three installments with a 4,000 AED registration fee. Go-to-market is sales-led via direct admissions: school tours, online enquiry forms, Registrar consultations, year-round placement testing, and an Orison online payment portal. Distribution is single-campus domestic to Dubai, supplemented by facility rentals of auditorium and sports courts. Governance is provided by a Board of Governors chaired by Dr. Emad A. S. Abu-Ayyash, with Ms. Ayesha Al Mutaiwei (Managing Director of Atticus Education) and Principal Ms. Nazia Daha leading day-to-day operations.

Name

New Academy School

Legal name

New Academy School

Website

https://newacademyschool.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Short description

New Academy School is a NEASC- and Cognia-accredited K-12 American curriculum school in Bur Dubai, UAE, operated by Atticus Education LLC and serving students aged 4-18 from 46 nationalities across a single campus with AP courses, inclusion services, and SEL programs.

Ownership category

akta.pro rank

Product category

Private K-12 Education (American Curriculum)

NAICS

Elementary and Secondary Schools (6111), Educational Services (611)

SIC

Services-Educational Services (8200)

akta.pro primary industry

International/Global Curriculum Schools (IB, Cambridge, etc.) (EDAJABAG)

akta.pro secondary industry

Instructional Delivery & Pedagogy (School-Led) (EDAJAFAB)

Keywords

• American curriculum education
• K-12 private schooling
• Advanced Placement courses
• Special education services
• Co-curricular programs

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tuition Fees: Annual tuition fees for American curriculum education from KG1 through Grade 12. Fees vary by grade level and are paid in installments (three payments: initial, December, March). Registration fee of 4000 AED (1000 registration + 3000 adjustable against tuition).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

New Academy School delivers a private K-12 American curriculum education in Dubai, UAE, enrolling students from KG1 through Grade 12 (ages 4-18). The school's core offering is tuition-based college-preparatory instruction that includes Advanced Placement (AP) courses at the high school level, supplemented by inclusion and special education services, a gifted and talented enrichment program, and structured co-curricular activities. Ancillary paid services such as school transportation and on-campus venue hire extend the offering to the broader Dubai community.

Product overview

New Academy School is a NEASC-accredited K-12 American curriculum school in Dubai, operated by Atticus Education LLC. The core offering is a comprehensive American education program following California Common Core State Standards and NGSS, serving students ages 4-18 from KG1 through Grade 12. The school differentiates through specialized programs including Advanced Placement (AP) courses for high school students, Social Emotional Learning (SEL), Inclusion & Special Education services, Gifted and Talented acceleration, Project Based Learning (PBL), and Balanced Literacy instruction. Supporting infrastructure includes e-Learning platforms (Achieve3000, Britannica, Reveal Math, Inspire Science), a Virtual Tour option, school transportation, venue hire services, sustainability programs (STEP, TASS Alliance, recycling initiatives), and weekly Co-Curricular Activities through the Passion Hour program. The school also serves as an authorized SAT and TOEFL testing center.

Differentiator

Problem solved

Functional benefit

Products and services

• American Curriculum K-12 Program Full-time, tuition-based K-12 American curriculum education for students ages 4-18, covering KG1 through Grade 12 and culminating in a U.S.-aligned diploma recognized through NEASC/Cognia accreditation. Designed for families in Dubai and the wider UAE seeking an internationally accredited U.S. college-preparatory pathway.
• Advanced Placement (AP) Courses College-level Advanced Placement coursework offered at the high school level as part of the school's college-preparatory track, designed to prepare students for U.S. and international university admission and to earn university-level credit.
• Inclusion and Special Education Services Specialized inclusion and special education support for students with diverse learning needs, delivered as a distinct service stream within the school and supported by an Inclusion Governor on the board. Targeted at families whose children require differentiated academic, behavioral, or learning support alongside the standard curriculum.
• Gifted and Talented Program Enrichment program for high-performing students that provides extended and differentiated learning opportunities beyond the standard American curriculum. Targeted at families seeking accelerated or deeper academic engagement for their children.
• Co-Curricular Activities (Passion Hour) Structured co-curricular "Passion Hour" activity program offered outside standard academic classes, allowing students to pursue interests such as arts, sports, and other enrichment activities as a separately scheduled and fee-supported offering.
• School Transportation Service Paid daily school bus transportation service for enrolled students, providing pick-up and drop-off routes across Dubai. Offered as an ancillary paid service to support working families and reduce commute friction.
• Venue Hire Facilities Rental of the school's on-campus facilities (such as halls, fields, and event spaces) to the wider Dubai community for events, sports, and gatherings, generating ancillary revenue for the school.

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Atticus Education LLCcoreStrategic or Co-development PartnerAtticus Education LLC is the managing organization of New Academy School. The company is committed to developing confident, capable, and dynamic citizens prepared to lead in a challenging world. Core values include dedication to learning, teaching, scholarship, creativity, and critical thought.
• TASS Alliance (The Alliance for Sustainable Schools)coreStrategic or Co-development PartnerNAS joined the TASS community and School Principal Ms. Nazia signed The Sustainable Schools Charter. The charter is an acknowledgement of ecological crises and a promise to consider sustainability principles in the school's operations and decision making.
• Simply Bottles InitiativeminorStrategic or Co-development PartnerPartnership with Simply Bottles Initiative to recycle empty water bottles and prevent pollution and plastic going to landfills. Through this initiative, NAS increases recycling rates of plastic through creating awareness among students.
• Enviro Serve (Emirates Environmental Group)minorStrategic or Co-development PartnerPartnership for e-waste management. School regularly collects e-waste from the school community and hands it over to Emirates Environmental Group (EEG) for proper recycling, including old devices and batteries.
• D Grade CompanyminorStrategic or Co-development PartnerPartnership with D Grade Company to recycle plastic bottles into sustainable clothing items including t-shirts, caps, bags, lab coats, and green bins.
• Emirates Environmental Group (EEG)minorStrategic or Co-development PartnerCollaboration with EEG for CAN collection. NAS was qualified to plant 1 tree under the For Our Emirates We Plant campaign.
• American University in DubaiminorOthersMoU with American University in Dubai for university partnerships and student progression pathways.
• British University in DubaiminorOthersMoU with British University in Dubai for university partnerships and student progression pathways.
• RIT UniversityminorOthersMoU with RIT University for university partnerships and student progression pathways.
• Ajam UniversityminorOthersMoU with Ajam University for university partnerships and student progression pathways.
• Emirates Aviation CollegeminorOthersMoU with Emirates Aviation College for university partnerships and student progression pathways.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Taaleem: Dubai-based private school operator running multiple premium K-12 brands including Dubai American Academy. Competes with NAS at the operator level and competes directly through its American curriculum schools.
• Dubai International Academy: Large IB curriculum K-12 school in Dubai serving expatriate families. Competes with NAS in the premium international-curriculum segment, though curriculum differs (IB vs American).
• GEMS Education: Largest private K-12 operator in the UAE with a broad portfolio including American, British, and IB schools. Competes with NAS through multiple brands and exerts significant pricing and admissions pressure.
• GEMS Wellington International School: Large GEMS-operated premium K-12 school in Dubai with broad international curriculum. Competes with NAS for premium expatriate families but is broader in scope and scale.
• Regent International School: GEMS-operated K-12 school in Dubai offering British curriculum. Competes with NAS for premium expatriate families but uses a different curriculum framework.

Direct peers

• American School of Dubai: Non-profit American curriculum school in Dubai serving K-12 with US-style diploma. Directly competes with NAS for the same American curriculum family segment in Dubai.
• Dubai American Academy: American curriculum K-12 school in Dubai operated by Taaleem. Directly comparable to NAS as a premium American-curriculum competitor targeting expatriate families in the same geography.
• GEMS American Academy: GEMS-operated American curriculum K-12 school in Dubai. Competes head-to-head with NAS on American curriculum, AP offerings, and premium expatriate family positioning.
• Universal American School: American curriculum K-12 school in Dubai offering AP courses and US-style diploma. Closely comparable to NAS on curriculum, grade span, and target expatriate families.

Regional players

• American International School (AIS) Abu Dhabi: American curriculum K-12 school in Abu Dhabi with similar US-style offering. Comparable in curriculum and pedagogy but operates in a different emirate and does not directly compete for Dubai families.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/new-academy-school

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 New Academy School