CITRICITY LIMITED

What CITRICITY LIMITED does

Citricity Limited is a UK-based, founder-led EdTech services company established in 2009 and registered in England and Wales (Company No. 07009244), operating from Ossett, Wakefield. The firm specialises exclusively in the Moodle open-source learning management system, delivering bespoke development services across five lines: Advanced Theming, Bespoke Plugins, Full Stack Development (PHP, NodeJS, React, Angular), Mobile Responsive design, and Artificial Intelligence integration (chatbots, virtual tutors, grading and scheduling automation). Its underlying technical stack centres on PHP and Docker-based Moodle development environments, augmented by modern front-end frameworks. The flagship proprietary product is MChef, a free, open-source CLI tool that wraps Docker to provide isolated, version-switchable Moodle development environments, distributed via GitHub and currently in beta for Linux/Mac and alpha for Windows.

Citricity serves primarily schools, colleges, and universities, with secondary segments in small businesses and industry leaders. The business model is professional services: project-based, quote-driven bespoke engagements acquired through direct website contact and founder-led LinkedIn outreach, rather than through published pricing tiers or self-serve onboarding. MChef operates as a freemium/community-led complement, building credibility within the Moodle developer ecosystem and generating inbound awareness that can convert into paid services work. Named customers visible in the source include Anthology, Class, and Berner Fachhochschule (Bern University of Applied Sciences).

The company appears to be privately held with no disclosed institutional funding, no parent company, and no recorded M&A or restructuring activity. Revenue is not publicly disclosed. Its strategic posture is that of a small, niche consultancy that monetises deep Moodle specialisation while cultivating community goodwill through open-source contributions; the 2024 launch of an AI service line and MChef represent the most material recent extensions of its product surface.

Name

CITRICITY LIMITED

Legal name

Citricity LTD

Website

https://citricity.com

Company type

Private

Founded year

2009

Operating status

Operating

Short description

Citricity Limited is a UK-based, founder-led Ed consultancy founded in 2009 that delivers bespoke Moodle development services — theming, plugins, full-stack, mobile, and AI integration — to schools, colleges, and universities, and maintains the open-source MChef developer tool.

Ownership category

akta.pro rank

Headquarters

HQ city

Ossett

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Development Services: Custom Moodle development, advanced theming, and bespoke plugin development services for educational institutions. Revenue generated through project-based consulting and development engagements.
2. Open Source Tool (Free): MChef is distributed as free, open-source software. This product builds community goodwill and brand recognition rather than generating direct revenue.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Citricity provides bespoke Moodle™ development services for educational institutions, including advanced theming, custom plugin development, full-stack engineering (PHP, NodeJS, React, Angular), mobile responsive design, and AI integration for learning platforms. The company also develops MChef, a free open-source Docker-wrapped CLI tool that provides clean, isolated Moodle plugin development environments. Services and tools target schools, colleges, universities, and other organisations seeking tailored learning management systems.

Product overview

Citricity Limited is an education technology company specialising in Moodle development services. The company offers a portfolio of services including Advanced Theming, Bespoke Plugins, Full Stack Development, Mobile Responsive design, and Artificial Intelligence integration for educational platforms. Additionally, they have developed MChef, an open-source Docker wrapper CLI tool for Moodle plugin developers. The company primarily serves schools, colleges, universities, small businesses, and industry leaders with two decades of specialised EdTech experience.

Differentiator

Problem solved

Functional benefit

Brands

• MChef: An open source, free, fast environment/productivity tool for Moodle plugin developers. A developer-first Docker wrapper built specifically for Moodle plugin development.

Products and services

• MChef An open-source, free CLI tool and Docker wrapper built specifically for Moodle plugin developers, providing clean, isolated, switchable Moodle development environments that separate plugin code from Moodle core. Available free of charge via GitHub to the Moodle developer community.
• Advanced Theming Bespoke visual solutions for Moodle learning platforms offering tailored themes aligned with institutional branding, including brand integration, user-focused design, and customisations for educators and administrators.
• Bespoke Plugins Custom Moodle plugin development services including course formats, bespoke modules, assignments, forums, quizzes, and assessments, tailored to unique institutional requirements for educational providers.
• Full Stack Development Backend and frontend development services for Moodle platforms using PHP, NodeJS, React, and Angular, with seamless integration into existing educational technology systems.
• Mobile Responsive Responsive design services enabling Moodle learning materials, assignments, and discussions to be accessed from desktop or mobile devices, providing flexibility for educational users.
• Artificial Intelligence AI integration services for Moodle educational platforms including learning assistants for grading and monitoring student progress, around-the-clock student support, automation of administrative tasks such as grading and scheduling, and interactive chatbots and virtual tutors.

Named customers3 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature6 records

Partnerships

One partnership is on record.

• Moodle™ CommunitycoreTechnology or IntegrationCitricity actively contributes to the Moodle open-source community. MChef was developed with help from the Moodle community and the company welcomes external contributions. Founder Guy Thomas has contributed numerous Moodle plugins and themes to the community over 20 years, demonstrating deep integration with the Moodle ecosystem.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Moodle HQ (Moodle Pty Ltd): Moodle HQ is the steward of the open-source Moodle LMS platform on which Citricity's entire service offering is built. While not a direct services competitor, Moodle HQ defines the product roadmap, certifies Moodle Partners, and competes for the same institutional budgets, making it the most strategically relevant peer in the ecosystem.

Direct peers

• Brickfield Education Labs: Brickfield Education Labs develops Moodle plugins and themes focused on accessibility, theming, and content tools, and provides custom Moodle development services. It is comparable to Citricity because of its similar plugin/theme product orientation and educational institution customer base.
• Synergy Learning: Synergy Learning is a UK-based Moodle Partner specializing in custom Moodle development, Totara implementations, and learning platform integrations. Like Citricity, it focuses on bespoke theming, plugins, and full-stack development for further and higher education institutions in the UK and Ireland.
• eThink Education: eThink Education is a long-standing Moodle Partner offering managed hosting, custom development, theming, and integrations for educational institutions. It is one of the most direct competitors to Citricity, serving the same school, college, and university segments with a similar full-service Moodle customization stack.
• Open LMS: Open LMS is a Moodle-focused company offering customized learning platform solutions, hosting, and integrations for education and corporate customers. It is a direct competitor in the Moodle customization and services space, with a similar value proposition around tailored Moodle environments.
• Lambda Solutions: Lambda Solutions is a Moodle and Totara partner providing customized LMS implementations, hosting, integrations, and support for education and enterprise clients. Comparable to Citricity as a direct competitor in Moodle custom development services for institutions.
• 3xm Group: 3xm Group is a Moodle and Totara partner delivering custom learning platform development, integrations, and consulting for education and corporate clients. It competes with Citricity for the same institutional Moodle customization budgets.
• Moonami: Moonami is a Moodle Partner specializing in custom Moodle development, theming, integrations, and managed hosting services for schools and universities. It is a comparable peer offering the same portfolio of bespoke Moodle services as Citricity.
• Catalyst IT: Catalyst IT is a Moodle Partner providing open-source development, hosting, and integration services for education and government sectors globally. It is a comparable peer in offering end-to-end Moodle services including theming, custom plugins, and full-stack development.

Others

• Anthology: Anthology is a large EdTech platform vendor (formed via merger of Blackboard, Campus Management, and others) that is both a disclosed Citricity customer and a broader market participant in the LMS and education technology space. It is relevant as a customer reference and as an adjacent competitor in the institutional education technology market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• GitHubgithub.com/citricity/mchef

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 CITRICITY LIMITED