The Happy Confident Company Ltd

What The Happy Confident Company Ltd does

The Happy Confident Company Ltd is a London-based, founder-led private company founded in 2019 that builds and distributes emotional literacy and social-emotional learning (SEL) programmes for children aged 4–16 and their families and schools. Its core technology stack consists of a science-backed content and curriculum platform anchored by two proprietary, registered frameworks — FEELIT® (a 100-feelings card game and SEL curriculum) and Core Intelligence® (an emotional literacy, character-skills and connection framework) — delivered through the Happy Confident Club subscription and the Happy Confident Schools Program. The product surface spans 170+ on-demand videos, 1,000+ activities, structured courses (10 Life Skills Course), topic-specific digital toolkits (Anxiety & Fears, Anger, Confidence), physical journals and card games, and live expert-led webinars and Q&As.

The company operates a dual go-to-market. On the consumer side, it sells freemium and premium Club memberships (£29.99/quarter or £99/year) alongside one-time purchases of journals, card decks and digital toolkits via its own Shopify storefront, with a 30-day money-back guarantee. On the institutional side, the Happy Confident Schools Program offers a free FEELIT SEL curriculum to drive adoption, with paid whole-class licences at £97/class, plus teacher wellbeing resources. Distribution is multi-channel: owned web properties (happyconfident.com, club.happyconfident.com, schools.happyconfident.com), social media (Facebook, Instagram, LinkedIn), earned UK media (BBC, The Guardian), and a named expert ecosystem including a Resident Educational Psychologist and external psychologists/coaches.

The company claims a community of 400,000+ families and a stated mission to support 10 million children globally via schools by end 2027. It is bootstrapped (no disclosed funding rounds), headquartered at 727-729 High Road, London N12 0BP, registered as a private limited company in England, and operates with a headcount of 11–50 across functions including families, schools, digital, partnerships, operations and business management.

Name

The Happy Confident Company Ltd

Legal name

The Happy Confident Company Ltd

Website

https://happyconfident.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

London-based, founder-led company providing science-backed emotional literacy and SEL programs — via the FEELIT® and Core Intelligence® frameworks — for children aged 4–16, serving families through the Happy Confident Club subscription and schools through SEL curriculum licensing.

Ownership category

akta.pro rank

Product category

Social-Emotional Learning Programs

NAICS

Educational Support Services (61171), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Social-Emotional Learning (SEL) Programs & Supports (EDAJAIAC)

Keywords

• Emotional literacy programs
• Children's wellbeing resources
• Social-emotional learning
• Parenting education
• Family wellbeing tools

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Premium Membership Subscriptions: Recurring subscription revenue from Happy Confident Club membership. Free tier available; premium tiers at £29.99/quarter or £99/year. Includes access to all video content, courses, toolkits, webinars, and expert Q&As.
2. Physical Products: One-time purchase of journals, card games, affirmation cards, and other physical wellbeing resources for children. Prices range from £9.99 to £15.99 for individual items.
3. Digital Toolkits and Courses: One-time purchase or included in membership for digital toolkits addressing specific needs (anxiety, anger, confidence) and the Life Skills Course. Toolkits priced at £29, Life Skills Course at £49.
4. School Licensing: Schools program licensing at £97 per class for full program access. Free SEL curriculum available to drive adoption, with premium resources as add-ons.
5. Member Discount Sales: Premium members receive discounted pricing on all products, driving incremental revenue from existing customer base.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Happy Confident Company provides science-backed social-emotional learning (SEL) programs, courses, toolkits, journals, and card games that help children aged 4-16 develop emotional literacy, self-regulation, confidence, and resilience. Core offerings include the Happy Confident Club Premium Membership (subscription access to 170+ videos, courses, toolkits, and expert webinars) for families, and the Happy Confident Schools Program (FEELIT® SEL Curriculum) licensed per class for schools, supported by standalone physical products (journals, FEELIT® 100 Feelings Card Game, Affirmations Cards, Conversations Cards) and digital toolkits addressing anxiety, anger, and confidence.

Product overview

The Happy Confident Company Ltd operates a dual offering model combining digital membership programs with physical products. The core digital platform is the Happy Confident Club Premium Membership, providing access to 170+ videos, life skills courses, emotions toolkits, meditations, live expert Q&As, and webinars. This is complemented by purchasable courses and toolkits including the Life Skills Course, Anxiety & Fears Toolkit, Anger Toolkit, and Confidence Toolkit. Physical products include journals (Daily Journal, My Daily Journal, Life Skills Journal, Teen Journal) and card games (FEELIT 100 Feelings Card Game, Affirmations Cards, Conversations Cards) sold through the online shop. For schools, the Happy Confident Schools Program offers the FEELIT SEL Curriculum, Life Skills Program, themed toolkits, and teacher wellbeing resources. The company positions its offerings as science-backed, clinically approved tools grounded in psychology, neuroscience, and child development research.

Differentiator

Problem solved

Functional benefit

Products and services

• Happy Confident Club Premium Membership Recurring membership providing families access to 170+ video packs, the Life Skills Course, 12 emotions toolkits, monthly live expert Q&As, webinar archive, video hints/tips, articles, and member discounts on physical products. Priced at £29.99/quarter or £99/year with a free tier also available.
• Happy Confident Me Life Skills Course A 10-week family course (£49) teaching 10 essential life skills through videos for children aged 5-13, audio meditations, and 30 family activities. Includes parent guides and supports self-belief, growth mindset, and emotional intelligence.
• Happy Confident Me Anxiety & Fears Toolkit A £29 digital toolkit for families addressing childhood anxiety, worries, and fears. Includes 10+ family discussion videos, 20+ printable activities, an expert webinar, calming strategy videos, and curated booklists across modules on feeling scared, anxious, worried, and nervous.
• Happy Confident Me Anger Toolkit A £29 digital toolkit helping families navigate anger through 15+ family videos, 20+ printable activities, and 6 calming strategies. Covers angry, frustrated, annoyed, irritated, enraged, and furious feelings.
• Happy Confident Me Confidence Toolkit A £29 digital toolkit helping children understand and build confidence through 13 family videos, 29 printable activities, and an expert webinar with Dr Linda Papadopoulos. Covers confident feelings, blocks to confidence, and inner bully identification.
• Happy Confident Me Daily Journal (4th edition) A £9.99 physical daily journal for children aged 6-10 with daily prompts to explore emotions and boost happiness through positive daily habits.
• Happy Confident Me My Daily Journal A £9.99 structured journaling journal for children aged 6-12 with 70 days of content, including the FEELIT Mapper for feelings reflection, designed as a follow-on from the Daily Journal and Super Journal products.
• Happy Confident Me Life Skills Journal (2nd edition) A £12.99 journal for ages 10-14 developing 10 essential life skills such as positive thinking, resilience, and perseverance. Co-written by Dr Linda Papadopoulos and Nadim Saad, with over 60 activities.
• Happy Confident Me Teen Journal An £11.99 journal for teenagers aged 11-16 with 40-feelings glossary, habit tracking, gratitude exercises, daily intentions, and mantras from teen-friendly role models.
• FEELIT® 100 Feelings Card Game A £15.99 card game for ages 4+ featuring 100 cards that help children identify and understand emotions, grounded in neuroscience. Forms part of the FEELIT® Emotional Literacy System trademark.
• Affirmations Cards A £12.99 card deck of positive affirmations for ages 4-99 to set daily intentions, increase self-belief, overcome negative thoughts, and reduce stress and anxiety.
• Conversations Cards A £12.99 set of cards for ages 4-99 featuring thought-provoking prompts to spark meaningful emotional conversations between families and children.
• Happy Confident Schools Program A comprehensive SEL program for schools priced at £97 per class, including the FEELIT® SEL Curriculum with 170+ videos and 1000+ activities, the Life Skills Program, themed toolkits, restorative tools, Press & Play assemblies, mindfulness tools, parental engagement resources, and teacher wellbeing support. Committed to supporting 10 million children by end 2027.

Quantifiable outcome

• 85% of children handled emotions more calmly after using resources
• +8 more outcomes

Named customers2 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

Seven partnerships are on record, tiered minor and core.

• Adrian BethuneminorOthersPrimary school teacher and founder of Teachappy. Deputy Chair of Well Schools strategic board. Lead author of Oxford International Curriculum for Wellbeing. Expert contributor to teacher wellbeing content.
• Claire Marie McBrideminorOthersEx-secondary school teacher and award-winning Holistic Health Expert. Developer of Mindful Movement Method for wellbeing in education. Expert contributor for teacher and parent content.
• Dr Pippa BuschcoreOthersResident Educational Psychologist for The Happy Confident Company. Leads expert webinars, Q&As, and develops courses supporting parents, teachers, and children. Key expert voice for the brand.
• Louise TrehernecoreOthersHead of Families at The Happy Confident Company. Former senior deputy head with 12 years teaching experience. Qualified coach working with children and adults on confidence and emotional wellbeing.
• Dr Maryhan BakerminorOthersChild psychologist, author, speaker, and podcast host. Expert contributor for Anger Toolkit webinar on dealing with anger and supporting family emotional regulation.
• Dr Linda PapadopoulosminorOthersRenowned psychologist, author, and broadcaster. Co-creator of Life Skills Journal. Expert contributor for confidence and parenting content.
• Natalie CostaminorOthersParenting coach and expert. Supported over 50,000 children and families. Expert contributor for Anxiety & Fears Toolkit.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Second Step (Committee for Children): Long-standing research-based SEL classroom curriculum widely adopted in primary and secondary schools; the canonical competitor for Happy Confident's FEELIT® SEL Curriculum at the institutional layer.
• GoZen!: Digital SEL and anxiety-relief platform for kids and families, with structured programs, journals, and parent resources; highly comparable in dual audience (parents + educators) and product mix to Happy Confident.
• CharacterStrong: K-12 SEL and character education curriculum provider with school licensing and tiered program offerings; competes head-to-head for school SEL budget and shares the educator-plus-family support model.

Broad incumbents

• Rethink Ed / RethinkFirst: Provider of SEL, mental health, and special education resources for K-12 districts, including evidence-based interventions relevant to Happy Confident's schools platform and behavioral health adjacency.
• Panorama Education: K-12 student success platform with social-emotional learning surveys and intervention tools; a broader incumbent in the school wellbeing stack that overlaps with Happy Confident Schools in institutional buyer relationships.
• EVERFI: Large K-12 digital learning network covering SEL, mental health, and life skills; relevant incumbent competitor for schools licensing deals and digital curriculum footprint.
• ClassDojo: Large classroom communication and PBIS platform with embedded SEL content used by millions of teachers and families; overlaps with Happy Confident's schools-to-family motion and SEL curriculum offering, but at vastly larger scale and broader scope.
• Headspace (for Kids): Mass-market mental health and meditation platform with a dedicated Headspace for Kids offering; competes for the same parent wallet on child emotional regulation, with much larger brand and resources.

Emerging players

• Cosmic Kids: Subscription mindfulness, yoga, and movement platform for children, sharing the consumer wellness subscription and child-wellbeing positioning, though stronger on video content than structured SEL curriculum.
• Aperture Education: SEL assessment and intervention platform used by districts to measure student wellbeing; adjacent to Happy Confident's schools platform, providing complementary measurement rather than full curriculum overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/happyconfidentcom
• LinkedInlinkedin.com/company/the-happy-confident-company
• Instagraminstagram.com/happyconfidentcompany

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 The Happy Confident Company Ltd