What Upschool.co does

Upschool.co, operated by Magical Learning Company Pty Ltd, is an Australian K-12 education platform founded in 2022 and headquartered in Croydon, Victoria. The company delivers an integrated six-product ecosystem for schools: custom School Websites with personalised family tours, the Dear World moderated Student Voice publishing platform, Impact Newsletter distribution, a 100+ course Impact Curriculum aligned to UN Sustainable Development Goals, CPD-accredited Teacher Training, and Parent Learning modules — supported by additional features such as Impact Tracking, Impact Shop, Story Library, Fundraise by Upschool, and Upschool Forests.

The platform is built on a standard cloud SaaS architecture (AWS, Cloudflare, Next.js, React, Tailwind CSS, Stripe, Twilio) and is sold primarily to schools and educators globally, with reported reach across 180+ countries and 5,000+ teachers trained. Strategic partnerships include the Jane Goodall Institute Australia (content), NSW Department of Education (flagship), The CPD Certification Service (accreditation), and Canva (design tooling).

Upschool's business model is a freemium SaaS subscription: a Free Forever tier covers Dear World up to 100 users, 3 newsletters, and 100+ courses, while the Full Ecosystem plan is priced at $2,300 AUD/year for unlimited newsletters, up to 1,500 users, and full platform access; Custom Enterprise Packages serve larger school systems. The company is bootstrapped, with 22 employees, and combines product-led freemium funnels with enterprise field sales and community-led growth. No external funding rounds are disclosed.

Name

Upschool.co

Legal name

Magical Learning Company Pty Ltd

Website

https://upschool.co

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Upschool.co is an Australian K-12 education SaaS platform, founded in 2022, that delivers an integrated ecosystem of school websites, student publishing (Dear World), newsletters, SDG-aligned curriculum, CPD-accredited teacher training, and parent learning to schools across 180+ countries on a freemium subscription model.

Ownership category

akta.pro rank

Product category

School Engagement Platform

NAICS

Educational Support Services (61171), Educational Support Services (6117)

SIC

Services-Prepackaged Software (7372), Services-Educational Services (8200)

akta.pro primary industry

Electives & Enrichment Curriculum (Arts, Music, PE, CTE Exploratories) (EDAGAAAG)

Keywords

• School marketing platform
• Student voice software
• K-12 engagement platform
• School website builder
• Teacher professional development

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Subscription: Annual subscription model at $2,300 AUD/year for the full ecosystem including website, student voice platform, newsletters, impact curriculum, teacher training, and parent learning. No lock-in contracts with cancel-anytime policy.
2. Freemium Tier: Free forever plan providing Dear World with up to 100 users, 3 newsletter editions, and full Impact Curriculum access. Generates free user base that converts to paid subscriptions.
3. Custom Enterprise Packages: Additional website customization, bespoke features, and premium integrations available through custom enterprise packages beyond standard platform subscription.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Upschool provides an integrated school impact ecosystem comprising six core products: custom school websites, a moderated student voice platform (Dear World), interactive impact newsletters, a purpose-driven curriculum aligned to UN Sustainable Development Goals, CPD-accredited teacher training, and parent learning resources. The platform enables schools to capture, moderate, and amplify student impact stories across websites, newsletters, and enrolment pages to drive enrolment growth, parent engagement, and community visibility.

Product overview

Upschool is an integrated school impact ecosystem consisting of six core pillars: School Websites, Student Voice (Dear World), School Newsletters, Impact Curriculum, Teacher Training, and Parent Learning. The platform works as a unified system where each product can function standalone or together. Students create real-world impact stories through the Dear World platform, which feed into school websites and newsletters, driving visibility, parent engagement, and enrolment growth. The Impact Curriculum provides over 100 purpose-driven courses aligned to UN Sustainable Development Goals. Teacher Training offers CPD-accredited professional development. Parent Learning provides evidence-based resources auto-distributed to families. Additional features include Impact Tracking dashboards, an Impact Shop for student merchandise, a Story Library for student publishing, Fundraise for community sponsorships, and Upschool Forests environmental initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• Dear World: A safe and moderated storytelling platform for students to share stories that matter and talk about the world they want to inherit.

Products and services

• School Websites
• Dear World (Student Voice Platform)
• School News (Impact Newsletters)
• Impact Curriculum
• Teacher Training
• Parent Learning

Quantifiable outcome

• Schools build 30-minute responsive websites
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• Jane Goodall Institute AustraliacoreStrategic or Co-development PartnerPartnership to develop and deliver the 'Rewild Your World' course empowering students to explore biodiversity, protect local ecosystems, and take action for wildlife conservation. Students learn from Jane Goodall's environmental work and apply conservation principles in their communities.
• NSW Department of EducationflagshipGTM or Marketing PartnerNSW Department of Education is listed as a trusted partner organization using Upschool, lending significant credibility in the Australian education market.
• Green Bronx MachineminorGTM or Marketing PartnerListed as a trusted partner organization in the education sector, contributing to Upschool's credibility among innovative school networks.
• Montessori AustraliaminorGTM or Marketing PartnerListed as a trusted partner organization in the education sector, particularly relevant for schools following Montessori pedagogy.
• The CPD Certification ServicecoreTechnology or IntegrationUpschool's teacher training courses are CPD-accredited through this certification service, allowing professional development hours to be recognized for continuing education requirements.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Smore: Smore is a newsletter creation platform widely adopted by K-12 teachers and schools for classroom and school-wide newsletters. It overlaps directly with Upschool's School News product as a competing newsletter format.
• ParentSquare: ParentSquare is a unified school-to-home communications platform used by K-12 districts for announcements, newsletters, and parent engagement. It overlaps directly with Upschool's newsletter and parent engagement modules.
• Seesaw: Seesaw is a student-driven digital portfolio and family communication platform for K-12 classrooms. It is comparable to Upschool's Dear World student voice and storytelling use cases for capturing and sharing student work with families.
• SchoolMessenger: SchoolMessenger provides K-12 notification, attendance, and parent communication solutions used by school districts. It competes with Upschool's messaging and parent engagement functionality.
• ClassTag: ClassTag is a parent communication and engagement platform for K-12 teachers and schools with newsletter and volunteer coordination features. It is a comparable point solution to Upschool's newsletters and parent learning modules.
• Finalsite: Finalsite is a leading provider of school websites, communications, and enrolment marketing for K-12 schools and districts. It directly competes with Upschool's School Websites product and overlapping messaging and parent-engagement capabilities.
• Kix (by PowerSchool): Kix is a parent engagement and school messaging app backed by PowerSchool, widely used in K-12 districts. It overlaps with Upschool's newsletters and family communication functionality for school-to-home updates.
• Edlio: Edlio provides school websites, mobile apps, and mass communication tools for K-12 schools and districts. Its website builder and messaging stack compete with Upschool's core school websites and newsletters.

Broad incumbents

• Canva for Education: Canva for Education is a free design platform tailored for teachers and schools, widely used for newsletters, classroom materials, and school marketing. It partially overlaps with Upschool's newsletter and school website use cases as a broader incumbent design suite.

Regional players

• Storypark: Storypark is a New Zealand-based early childhood and school learning stories platform focused on portfolio and family communication. It shares storytelling, family engagement, and documentation capabilities with Upschool's Dear World, particularly across APAC markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/upschool.co

Revenue estimate

Valuation estimate

Number of profiles

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 Upschool.co