What Amazing Apprenticeships does

Amazing Apprenticeships is a private, for-profit UK education company based in Hitchin, England, founded by Anna Morrison CBE. It provides apprenticeship and technical-education information, resources, campaigns, events, and training to schools, colleges, employers, students, parents, carers, and careers professionals. Reported operating scale includes 5,108 schools and colleges supported, 4,810 employers supported, 11,420 teachers reached, 16,545 parents reached, and 950+ higher and degree apprenticeship vacancies; firmographic data lists 1-10 employees.\n\nIts primary technology is a web-based platform hosted on its website. Meet the Employer hosts employer profiles, programme details, application guidance, case studies, videos, and vacancy information; Apprenticeship Arcade provides games and quizzes; and resource hubs cover T Levels and Higher Technical Qualifications. Monthly and twice-yearly vacancy publications distribute openings, while the Genie Programme, Genie Connect, ASK Programme, NavigATE webinars, SEND Advisory Network, and seasonal campaigns extend the offering into professional training, inclusion, and careers education.\n\nMost services for schools, students, and parents are free. Employers can purchase an annual Meet the Employer profile for £500 + VAT, while vacancy submissions and the Higher & Degree Vacancy Listing are free, creating a freemium path from vacancy distribution to paid employer visibility. Distribution is community- and event-led through the website, newsletters, webinars, campaigns, government and sector partnerships, and bespoke employer outreach. Reported partners include the Department for Education, The Careers & Enterprise Company, Youth Futures Foundation, Edge Foundation, Youth Employment UK, Disability Rights UK, and the Black Apprentice Network; no company-level revenue or funding history is disclosed.

Name

Amazing Apprenticeships

Legal name

Amazing Apprenticeships

Website

https://amazingapprenticeships.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Amazing Apprenticeships is a private UK education platform providing apprenticeship information, employer profiles, vacancy listings, events, and training to schools, employers, students, parents, and careers professionals across England, with a focus on technical education.

Ownership category

akta.pro rank

Product category

Apprenticeship Promotion Services

NAICS

Educational Support Services (611710), All Other Schools and Instruction (61169), Educational Services (611)

SIC

Services-Employment Agencies (7361), Services-Educational Services (8200)

akta.pro primary industry

Internship/Apprenticeship Matching & Work-Based Learning Platforms (EDAFAMAL)

akta.pro secondary industries

Apprenticeships, Internships & Work-Based Learning Programs (BPACANAK), Job Placement, Matching & Career Navigation Services (EDAAAOAL), Internship-to-Apprenticeship & Early Talent Pipeline Programs (EDAMAKAL)

Keywords

• Apprenticeship promotion services
• Careers education resources
• Employer profile advertising
• Vocational training awareness
• Technical education campaigns

Headquarters

HQ city

Hitchin

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Meet the Employer Profiles: Annual subscription service for employers to create profiles showcasing apprenticeship programmes on the platform. Provides visibility to students, teachers, parents and careers professionals across England.
2. Vacancy Advertising: Free vacancy advertising for employers through the Vacancy Snapshot Newsletter and Higher & Degree Vacancy Listing to reach aspiring apprentices.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Amazing Apprenticeships operates a digital platform and resource hub that promotes apprenticeships and technical education across England. It provides employers with profile advertising and vacancy listing services through its Meet the Employer platform and Higher & Degree Vacancy Listing, while delivering free educational resources, training programmes (such as the Genie Programme and Genie Connect), and national campaigns (e.g., National Apprenticeship Week) to schools, students, parents and careers professionals.

Product overview

Amazing Apprenticeships operates as a unified platform providing comprehensive apprenticeship information, resources, and employer connection services across England. The core product portfolio centers on the Meet the Employer platform (employer profile hosting service), the Higher & Degree Vacancy Listing (vacancy publication), and the Vacancy Snapshot Newsletter (monthly vacancy distribution). Supporting these are the Genie Programme and Genie Connect (social mobility and D&I training programmes), the ASK Programme (apprenticeship awareness delivery), and the NavigATE webinar series. The organization also delivers seasonal campaigns including National Apprenticeship Week and Small Business Summer, alongside content resources like the Apprenticeship Arcade (interactive games), Apprentices Are Amazing film series, and resources for T Levels, HTQs, and SEND support. All offerings are free to students, parents, and schools, with employer services priced at £500+VAT annually.

Differentiator

Problem solved

Functional benefit

Brands

• The Genie Programme: A unique 12-month social mobility and D&I training programme for apprenticeships professionals that turns good intentions into measurable outputs. Alumni include Coca-Cola, J.P. Morgan, and the University of Oxford.
• Meet the Employer
• NavigATE
• Genie Connect
• Small Business Summer
• Moving On Up

Products and services

• Meet the Employer
• Higher & Degree Vacancy Listing
• Vacancy Snapshot Newsletter
• Genie Programme
• Genie Connect
• The ASK Programme
• NavigATE Webinar Series

Quantifiable outcome

• 5108 schools and colleges supported
• +3 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

18 partnerships are on record, tiered core, major and supporting.

• Genie Programme PartnerscoreStrategic or Co-development Partner · 1 January 2023The Genie Programme is a 12-month social mobility and D&I training programme for apprenticeship professionals. Alumni include organisations such as Coca-Cola, J.P. Morgan, University of Oxford, AstraZeneca, NHS, B&Q, Premier Foods, The Open University, British Airways, National Trust, Zurich, Southern Co-op, J.P. Morgan, Nuffield Health.
• Department for EducationcoreStrategic or Co-development PartnerAmazing Apprenticeships works in partnership with the Department for Education across multiple programmes including Apprenticeships, T Levels, HTQs and widening access to opportunity. The DfE oversees National Apprenticeship Week and the National Apprenticeship & Skills Awards.
• The Careers & Enterprise Company (CEC)coreStrategic or Co-development PartnerAmazing Apprenticeships works in partnership with CEC to deliver the ASK Programme (Apprenticeship Support and Knowledge) on behalf of the Department for Education. CEC focuses on careers and enterprise education across England.
• Youth Futures FoundationcoreStrategic or Co-development PartnerYouth Futures Foundation funds Genie Connect, a national programme focused on increasing access to Level 2 and 3 apprenticeships, working with large/macro employers to explore barriers and identify solutions.
• Edge FoundationcoreStrategic or Co-development PartnerEdge Foundation supports the Small Business Summer campaign, a brand-new careers campaign to help young people discover opportunities offered by small businesses in their local communities.
• National TrustmajorStrategic or Co-development PartnerAmazing Apprenticeships supported the National Trust to launch an apprenticeships scheme for 130 young people who might not otherwise consider a career in the National Trust.
• Youth Employment UKmajorStrategic or Co-development PartnerPartnership with YEG (Youth Employment Group) established to address lack of opportunities for young people from disadvantaged backgrounds. Amazing Apprenticeships also sponsors the annual Youth Voice Census.
• The Sutton TrustmajorStrategic or Co-development PartnerThe Sutton Trust joined the SEND Advisory Network to discuss 'Double Disadvantage'. They also run the Apprenticeship Summer School to inspire students from disadvantaged backgrounds.
• Black Apprentice Network (BAN)majorStrategic or Co-development PartnerCollaboration between Amazing Apprenticeships and the Black Apprentice Network to tackle underrepresentation of individuals of African and Caribbean descent in apprenticeships.
• Moving On UpmajorStrategic or Co-development PartnerCollaboration of like-minded organisations working to support an increase in care experienced young people accessing apprenticeships.
• Multicultural Apprenticeship AwardsmajorGTM or Marketing PartnerAmazing Apprenticeships proudly supports the Multicultural Apprenticeship Awards, recognising and celebrating inclusive employers and talented apprentices in England.
• Disability Rights UKmajorStrategic or Co-development PartnerPartnership aims to help fight for equal opportunity and education for all, creating a diverse and inclusive environment for apprenticeships.
• Gen. Healthy MindssupportingStrategic or Co-development PartnerPartnership to bring FE Sector wellbeing webinars. Commissioned series of mental health and wellbeing webinars accessed by more than 1000 individuals throughout England.
• Not Going To UnimajorGTM or Marketing PartnerPartnership to launch the Parent Perspective Podcast, helping parents understand apprenticeship and career opportunities for their children.
• HomeServe FoundationsupportingStrategic or Co-development PartnerSponsor of the Try a Trade Programme, a 2-year programme supporting schools and young people in the West Midlands to learn about apprenticeships and careers in domestic trades.
• Bedfordshire & Hertfordshire Provider NetworksupportingStrategic or Co-development PartnerAmazing Apprenticeships' Director Anna Morrison is the network manager. An established network of local training providers.
• Essex Provider NetworksupportingStrategic or Co-development PartnerAmazing Apprenticeships works alongside the Essex Provider Network in a supporting role, enabling connection between neighbouring provider networks.
• National Apprenticeship WeekcoreGTM or Marketing PartnerNational Apprenticeship Week runs from 8th to 14th February 2027, celebrating 20 years. Amazing Apprenticeships coordinates resources, events and promotes employer participation.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• AllAboutSchoolLeavers: UK information and jobs site dedicated to school-leaver programmes, apprenticeships and traineeships; overlaps with Amazing Apprenticeships' school-leaver and parent-targeted content and employer vacancy listings.
• Not Going To Uni: UK platform focused on apprenticeship and alternative-pathway career content for school leavers; Amazing Apprenticeships has a documented GTM partnership with Not Going To Uni via the Parent Perspective Podcast, making it a near-direct comparable.
• GetMyFirstJob: UK apprenticeship and traineeship matching platform aimed at school leavers and employers, directly competing with Amazing Apprenticeships' Meet the Employer and Higher & Degree Vacancy Listing in the apprenticeship discovery market.
• Bright Network: UK early-careers platform connecting students and graduates with employers through internships, apprenticeships and graduate schemes; comparable audience (16–24) and employer-customer overlap with Amazing Apprenticeships.
• Success at School: UK careers-education platform for school and university students, with employer profiles, careers advice and apprenticeship content — directly comparable content and audience to Amazing Apprenticeships' school-zone resources.
• RateMyApprenticeship: UK platform providing apprenticeship reviews, rankings and employer profiles aimed at students — overlapping directly with Amazing Apprenticeships' employer-branding and apprenticeship-awareness proposition.

Broad incumbents

• UCAS: UK's central higher-education admissions service, which has expanded into apprenticeships via its Apprenticeship Service. Operates as a much larger incumbent in the same school-leaver career navigation space that Amazing Apprenticeships targets.
• Milkround: Established UK early-careers job board (part of Milk plc) covering apprenticeships, graduate jobs and school-leaver programmes; broader portfolio but directly comparable employer audience for apprenticeship recruitment marketing.

Emerging players

• The Careers & Enterprise Company: Government-backed body delivering careers and enterprise education across England, including the ASK Programme that Amazing Apprenticeships delivers on its behalf; operates as both partner and quasi-competitor in the careers-education market.

Regional players

• National Careers Service: UK government-funded careers information, advice and guidance service covering apprenticeships and skills; adjacent public-sector alternative that overlaps with Amazing Apprenticeships' careers-adviser and student resources in England.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xinstagram.com/amazingappsuk/?hl=en-gb
• Facebookfacebook.com/AmazingAppsUK
• LinkedInlinkedin.com/company/amazing-apprenticeships

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Amazing Apprenticeships