Thinking Caps Group
Thinking Caps Group is a NYC-based tutoring and executive functioning coaching company serving students in grades 2-12, college students, and young adults through personalized one-on-one and small group programs, delivered in-person in NYC and remotely across the U.S. and internationally.
- Company typePrivate
- Founded2000
- HeadquartersNew York City, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Thinking Caps Group does
Thinking Caps Group is a New York City-based educational tutoring and coaching company founded by Alexandra Mayzler while she was an undergraduate at NYU, operating continuously for over two decades. The company delivers personalized academic support, executive functioning coaching, and standardized test preparation to students in grades 2-12, college students, and young adults, including students with learning differences such as ADHD and neurodiverse learners. Its methodology is built around three proprietary frameworks: the Connect the DOTS study skills program, the TC Learning Plan (a personalized academic roadmap created for each student), and the Right Match System for tutor-student pairing. Service offerings include executive functioning coaching, reading and writing coaching, EF + Math, subject tutoring in math, science, history, and foreign languages, test preparation for ISEE/SSAT, SAT, ACT, Regents, and SHSAT, math and reading remediation, elementary foundation building, special needs support, and seasonal summer programs. Supporting offerings include TC Foundations (small group courses), Masterclass enrichment, Academic Compass assessments, TC Toolbox subscription, Homework Help & Accountability Huddles, and Partners with Parents coaching. Services are delivered one-on-one or in small groups, in-person in New York City and remotely across the U.S. and internationally.
The underlying technology is a research-informed, evidence-based tutoring methodology with proprietary curricula, rather than a software platform. The firm operates as Thinking Caps Group LLC, a private, founder-owned, bootstrapped entity with approximately 30 employees and no disclosed external institutional funding. Its go-to-market is sales-led and direct-to-consumer, beginning with consultations by Academic Directors to assess student needs and create a TC Learning Plan, followed by tutor matching and ongoing progress communication. Pricing is not publicly disclosed and is set per engagement; revenue is generated through professional services fees from tutoring and coaching, summer programs, group courses, and subscription offerings (TC Toolbox). Customer acquisition relies on a content marketing newsletter, organic social presence on Instagram and Facebook, earned media coverage (Forbes, NY Times, CBS Local, Parenting.com, Huffington Post, Woman's Day), and a strong referral network from NYC private schools (Town School, Poly Prep, Trinity, Columbia Prep, St. Luke's, LREI, Winston Prep) and institutional partners such as the NYU Child Study Center. Founder Alexandra Mayzler has authored a published book, 'Tutor in a Book: Better Grades in 1-2-3,' establishing thought leadership in executive functioning.
Thinking Caps Group firmographics
Firmographics- Name
- Thinking Caps Group
- Legal name
- Thinking Caps Group LLC
- Website
- https://thinkingcapsgroup.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Thinking Caps Group is a NYC-based tutoring and executive functioning coaching company serving students in grades 2-12, college students, and young adults through personalized one-on-one and small group programs, delivered in-person in NYC and remotely across the U.S. and internationally.
- Ownership category
- akta.pro rank
Thinking Caps Group industry classification
Industry- Product category
- Educational Tutoring and Coaching Services
- NAICS
- Exam Preparation and Tutoring (611691), Educational Support Services (611710)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Homework Accountability & Homework Club Programs (EDANADAI)
- akta.pro secondary industries
- Test Prep Learning Centers (SAT/ACT, AP/IB, State Exams) (EDANAHAH), Reading & Literacy Centers (Phonics, Comprehension, Writing) (EDANAHAD), Transition-to-College/Independence Skills Tutoring for Learning Differences (EDANAFAJ)
Keywords
Where Thinking Caps Group is headquartered
LocationHeadquarters
- HQ city
- New York City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Thinking Caps Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Tutoring and Coaching Services: Hourly or session-based academic tutoring, executive functioning coaching, and test preparation services for students. Services delivered one-on-one or in small groups, with pricing based on service type and session format (in-person vs. remote).
- Summer Programs: Seasonal academic programs including math remediation, reading and writing, early literacy, and test prep offered during summer months.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Thinking Caps Group product offering
Product offeringCore offering
Thinking Caps Group is a New York City-based educational tutoring and coaching company that delivers one-on-one and small-group academic tutoring, executive functioning and study skills coaching, and standardized test preparation to students in grades 2 through college and young adulthood. Services are delivered in-person in NYC and remotely across the U.S. and internationally, anchored by proprietary methodologies including the Connect the DOTS study skills program, the personalized TC Learning Plan, and the Right Match tutor-student pairing system.
Product overview
Thinking Caps Group is an NYC-based educational tutoring and coaching services company offering a unified portfolio of in-person and remote programs. The core offerings include Executive Functioning and Study Skills coaching, Reading and Writing Coaching, EF + Math, Subject Tutoring (math, science, history, languages), and Test Preparation (ISEE/SSAT, SAT, ACT, Regents, SHSAT). Supporting programs include Math and Reading Remediation, Elementary Foundation Building, Special Needs Support, and Prepare for Launch for college students. Seasonal offerings include Thinking Caps Summer with Conquer Math, Get Literate, and Back-to-School Bridge programs. Additional services include TC Foundations (small group courses), Masterclass (specialized learning adventures), Academic Compass (assessment and recommendations), TC Toolbox (weekly subscription resources), Homework Help & Accountability Huddles, and Partners with Parents coaching. Services are delivered in-person in New York City and remotely to students across the U.S. and internationally.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Son's scores rose dramatically after ISEE prep
- +3 more outcomes
Companies that use Thinking Caps Group
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
Thinking Caps Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Thinking Caps Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- NYU Child Study CentercoreAcademic referral partnership where NYU Child Study Center refers families seeking tutoring services to Thinking Caps Group. Established trust relationship between academic institution and tutoring provider.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Thinking Caps Group competitors and assessment
Company assessmentBroad incumbents
- Kaplan: Established national test prep and tutoring provider offering prep courses and private tutoring for SAT, ACT, and other exams. Directly comparable on test prep and private tutoring offerings, but operates as a broad incumbent across many test categories and learner segments rather than a boutique NYC-focused service.
- Tutor.com: Large online on-demand tutoring platform acquired by The Princeton Review, serving K-12 and college students with one-on-one sessions across subjects. Comparable to Thinking Caps in the core tutoring delivery model, but operates at much higher scale via institutional (school district) contracts as well as consumer.
- Princeton Review: National test prep and tutoring brand covering SAT, ACT, ISEE/SSAT, and graduate exams with both courses and private tutoring. Comparable to Thinking Caps because both compete for the same standardized-test prep dollars and tutoring relationships with NYC and national families, though Princeton Review is far larger and more brand-driven.
Direct peers
- Revolution Prep: Online tutoring and test prep provider offering live one-on-one sessions for SAT, ACT, and academic subjects. Comparable to Thinking Caps because both emphasize live, human-delivered test prep and subject tutoring targeted at college-bound students, with overlapping test prep catalogs.
- Huntington Learning Center: National chain of in-person tutoring centers providing academic tutoring, test prep, and study skills instruction. Comparable to Thinking Caps because both use a physical-center model with tutor-led instruction and emphasize study skills alongside subject support, though Huntington operates franchise centers nationwide.
- Sylvan Learning: Franchised tutoring network delivering personalized academic instruction, test prep, and study skills programs to K-12 students. Comparable to Thinking Caps in service mix (subject tutoring, test prep, foundational skills) and grade-level focus, but with broader geographic footprint and a franchise delivery model.
- Wyzant: Online marketplace connecting students to independent tutors across academic subjects and standardized tests. Comparable to Thinking Caps because both sell one-on-one tutoring hours to students and parents for the same subject and test prep use cases, though Wyzant operates an open marketplace model versus Thinking Caps's curated matching.
- Varsity Tutors: Large-scale live tutoring and test prep platform offering one-on-one sessions across subjects and standardized exams. Directly comparable because it delivers the same core mix of personalized academic tutoring, test prep, and small-group instruction that Thinking Caps offers, just at much greater scale and across a national customer base.
- PrepMatters: Boutique test prep and tutoring firm serving the DC and broader US market with one-on-one SAT/ACT prep and subject tutoring. Comparable to Thinking Caps because both are founder-led, premium-positioned boutique services emphasizing personalized test prep and academic tutoring for college-bound families.
- PrepScholar: Online test prep company offering self-paced and live courses for SAT, ACT, and graduate exams with adaptive learning technology. Comparable to Thinking Caps on the test prep side, competing for the same college-bound student demographic, but differs in being primarily a digital content/product business rather than human-delivered tutoring.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Thinking Caps Group social profiles
Digital presenceThinking Caps Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Thinking Caps Group leadership team
Management profileNumber of profiles
Profiles1 record
Thinking Caps Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Thinking Caps Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Thinking Caps Group
What does Thinking Caps Group do?
Thinking Caps Group is a New York City-based educational tutoring and coaching company that delivers one-on-one and small-group academic tutoring, executive functioning and study skills coaching, and standardized test preparation to students in grades 2 through college and young adulthood. Services are delivered in-person in NYC and remotely across the U.S. and internationally, anchored by proprietary methodologies including the Connect the DOTS study skills program, the personalized TC Learning Plan, and the Right Match tutor-student pairing system.
Is Thinking Caps Group a public or private company?
Thinking Caps Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Thinking Caps Group founded?
Thinking Caps Group was founded in 2000. It employs 11 to 50 people.
Where is Thinking Caps Group based?
Thinking Caps Group is headquartered in New York City, United States, in the North America region.
How does Thinking Caps Group make money?
Two revenue lines are on record. Tutoring and Coaching Services are the primary driver. The others are summer Programs.
Who are Thinking Caps Group's main competitors?
Broad incumbents on record are Kaplan, Tutor.com and Princeton Review. Direct peers are Revolution Prep, Huntington Learning Center, Sylvan Learning, Wyzant, Varsity Tutors, PrepMatters and PrepScholar.
Does Thinking Caps Group have an API?
No public API is recorded for Thinking Caps Group.
What industry is Thinking Caps Group in?
Thinking Caps Group's product category is Educational Tutoring and Coaching Services. Its primary akta.pro industry code is EDANADAI, Homework Accountability & Homework Club Programs, with a secondary code of EDANAHAH, Test Prep Learning Centers (SAT/ACT, AP/IB, State Exams). Its NAICS code is 611691 and its SIC code is 8200.