What ASP ONLINE SOFTWARE LIMITED does

ASP Online Software Limited is a privately held UK software vendor headquartered in Tiverton, Devon, that develops and operates 'Embrace', a fully hosted e-learning SaaS suite delivered via the web with no customer-side hardware or software installation. The suite comprises three modules — Embrace Courses (a learning management system for creating, distributing, and tracking online training with automatic pass/fail marking and skills matrix reporting), Embrace Assessments (a web-based testing platform for new-recruit screening, ongoing staff evaluation, product knowledge, and policy comprehension, with weighted questions and automatic scoring), and Embrace Surveys (an online survey designer supporting web, email, and traditional mail distribution, anonymous responses, real-time results, and export to Excel/SPSS). Pre-built courseware across contact centre, key skills, PC skills (ECDL-aligned), sales, and security/confidentiality topics is supplied through a content partnership with UpSkillpeople.

Name

ASP ONLINE SOFTWARE LIMITED

Legal name

ASP Online Software Ltd

Website

https://embrace.asponlinesoftware.com

Company type

Private

Operating status

Operating

Short description

ASP Online Software Limited is a UK-based private vendor of Embrace, a hosted SaaS suite comprising Courses (LMS), Assessments, and Surveys used by businesses for staff training, evaluation, and feedback.

Ownership category

akta.pro rank

Product category

Learning Management System

NAICS

Software Publishers (513210), Computer Training (611420), Educational Support Services (611710)

SIC

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

akta.pro primary industry

Online Learning Content & Course Publishing Platforms (BPAMAJAL)

akta.pro secondary industries

Customer Onboarding, Education & Adoption (CS Enablement) (EDABACAI), Online/Hybrid Lifelong Learning Platforms & Open Enrollment Programs (EDAAAEAL)

Keywords

• Learning management system
• Online assessment platform
• Employee survey software
• Cloud LMS
• Staff training software

Headquarters

HQ city

Tiverton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription for Embrace LMS (Courses): Browser-based elearning management system delivered as a fully hosted service. Organisations pay to access the platform to create, distribute, and track online training courses. No hardware or software installation required on the customer side.
2. SaaS Subscription for Embrace Assessments: Web-based assessment platform delivered as a hosted service. Organisations pay to create, distribute, and automatically score staff assessments and quizzes. Used for new recruit testing, ongoing staff evaluation, product knowledge tests, and policy comprehension verification.
3. SaaS Subscription for Embrace Surveys: Fully hosted online survey platform enabling organisations to design and distribute surveys via the web, email, or traditional mail. Provides real-time results, anonymous response collection, and export capabilities. Particularly suited for staff satisfaction and customer feedback surveys.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

ASP Online Software provides a fully hosted, browser-based SaaS e-learning suite branded "Embrace" consisting of three products: Embrace Courses (a Learning Management System for creating, distributing, and tracking online training), Embrace Assessments (for creating and automatically scoring staff tests and quizzes), and Embrace Surveys (for designing and distributing online surveys with anonymous response capability). Customers access the platform via the internet with no hardware or software installation required.

Product overview

ASP Online Software Limited offers Embrace, a unified suite of three SaaS e-learning products delivered via a hosted cloud model requiring no client-side installation. The portfolio consists of Embrace Courses (a full Learning Management System for creating and delivering online training), Embrace Surveys (for designing and distributing online surveys with anonymous response capability), and Embrace Assessments (for creating auto-marked web-based tests for recruitment and staff evaluation). All three products share a common platform infrastructure, support distribution via web and email, include real-time reporting, and offer customizable branding. Courses and assessments draw from third-party content via UpSkillpeople, while surveys are self-service tools for staff satisfaction and customer feedback.

Differentiator

Problem solved

Functional benefit

Brands

• Embrace: Online e-learning solutions portfolio including Courses (LMS), Assessments, and Surveys for business training and performance management

Products and services

• Embrace

Quantifiable outcome

• Organisations can be running their first survey within 5–10 minutes of signing up
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• UpSkillpeoplecoreTechnology or IntegrationASP Online Software provides courses sourced through UpSkillpeople as its elearning content provider. The course library, covering areas such as Contact Centre Series, Key Skills Series, PC Skills Series, and Security and Confidentiality, is supplied via this partnership. ASP Online Software delivers these courses through its own Embrace LMS platform while relying on UpSkillpeople for the underlying course content.

Recent moves4 records

Expansion highlights4 records

Direct peers

• LearnDash: LearnDash is a WordPress-based LMS plugin used by SMBs and training providers to create and deliver online courses with quizzes and assessments. It competes with Embrace Courses for budget-conscious buyers who want self-serve course delivery.
• Typeform: Typeform is a hosted online form and survey platform with strong design-led UX and advanced question types. It competes with Embrace Surveys for customer feedback and employee engagement use cases, particularly among SMBs and marketing teams.
• Jotform: Jotform is a hosted online form builder with extensive survey, quiz, and assessment templates accessible via browser. It competes with Embrace Surveys and Embrace Assessments for SMB buyers needing forms-based data collection and evaluation.
• SurveyMonkey: SurveyMonkey is the dominant online survey SaaS platform, offering questionnaire design, anonymous response collection, and real-time reporting. It directly competes with Embrace Surveys for staff and customer feedback use cases.
• Questionmark: Questionmark is a SaaS assessment platform used for secure online testing, certification, and workforce evaluation. It directly competes with Embrace Assessments for organisations needing auto-marked tests for recruitment and skills validation.
• iSpring Learn: iSpring Learn is a cloud LMS combined with iSpring's authoring toolkit, aimed at SMBs and corporate training teams. It offers course hosting, quizzes, and assessment features comparable to Embrace Courses and Assessments.
• Litmos: Litmos is a SaaS LMS and training content provider serving business customers with hosted course delivery, assessments, and skills tracking. It competes head-to-head with Embrace Courses and has a similar SMB-to-enterprise go-to-market motion.
• TalentLMS: TalentLMS is a cloud-based LMS targeted at SMBs, offering course creation, assessment, and reporting on a hosted subscription model. It directly competes with Embrace Courses as a low-friction, browser-based training platform for small and mid-sized organisations.

Emerging players

• Evalart: Evalart is a niche online assessment platform for pre-employment and skills testing, with question libraries and remote proctoring. It overlaps with Embrace Assessments for the candidate and skills evaluation use case, particularly for SMBs.

Broad incumbents

• Docebo: Docebo is a widely adopted AI-powered LMS platform with a much larger customer base and broader feature set covering course authoring, assessments, and learner analytics. It competes with Embrace Courses at the upper end of the mid-market and is a benchmark competitor for any cloud LMS.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

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 ASP ONLINE SOFTWARE LIMITED