What DOT DOT FIRE UK LIMITED does

Dot Dot Fire UK Limited is a privately-held London-based educational gaming company that develops the Money Wise Game (formerly The NeighborMood), a 100% free and ad-free life-simulation mobile game for iOS, Android, Chromebooks, and iPads that teaches children aged roughly 5–16 personal finance and life skills through branching in-game decisions. The company bundles the game with two adjacent offerings for institutional buyers: Money Wise Lessons, a 10-lesson (each 45-minute) interactive curriculum aligned to UK National Curriculum Learning Outcomes for KS2–KS3 and designed to be deliverable by a teaching assistant, and the Money Wise Challenge, a recurring e-sports-style competition at venues such as ExCeL London. In 2023 the challenge reportedly hosted 600+ students from 100 schools; in 2024, 600+ students from 80+ schools across 28 London boroughs. The company also runs teacher Continuing Professional Development (CPD) training (~90 minutes), initially funded via the 2022 Lyle's Local Fund grant from Tate & Lyle Sugars.

Its technology stack is a cross-platform mobile game with three integrated gameplay modes (Story Mode, Lesson Mode, Challenge Mode), supported by a competitive multi-leaderboard engine (separate cohorts for Year 5–6, Year 7–9, and Year 10–11) and an interdisciplinary curriculum content layer covering opportunity cost, fine-print reading, advertising tactics, and online research. There is no disclosed AI/ML, API, or SDK offering. Reported distribution channels are the Apple App Store (app ID 1491095072), Google Play (com.DotDotFireLimited.TheNeighborMood), direct school engagement, and teacher CPD delivery through the Newham PSHE Partnership.

The business model is currently freemium/free across both consumer (game) and institutional (school curriculum and CPD) sides: the consumer game is free and ad-free with no disclosed virtual-item monetisation, and the school curriculum and CPD training have been delivered free of charge under grant and partnership support. The only confirmed funding inflow is the Lyle's Local Fund grant (2022, undislosed amount); no commercial pricing structure, paid school licensing, or paid CPD fees have been publicly disclosed. The leadership team comprises three co-founders (Hilary Lok, Franco Lam, Edison Chan), a Partnerships Lead (Sabrina Au), and additional team members disclosed via LinkedIn, with the company describing itself as a seven-person team.

Name

DOT DOT FIRE UK LIMITED

Legal name

Dot Dot Fire UK Limited

Website

https://dotdotfire.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Dot Dot Fire UK Limited builds the free, ad-free Money Wise Game mobile app and an associated KS2–KS3 personal-finance curriculum and e-sports competition, serving UK primary and secondary schools and children aged roughly 5–16 worldwide.

Ownership category

akta.pro rank

Product category

Educational Technology / Financial Literacy Education

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Parent-Facing Home Learning & Family Engagement Apps (EDACANAK)

Keywords

• Financial literacy education
• Educational mobile games
• Personal finance curriculum
• Gamified learning platform
• School financial education

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Money Wise Game Free Mobile Game: The core Money Wise Game is offered entirely free and ad-free to individual consumers (children/parents). It serves as the primary acquisition and awareness vehicle for the brand.
2. Money Wise Lessons School Curriculum: An interactive personal finance curriculum delivered to schools, consisting of ten interactive 45-minute lessons with corresponding video games, activities, and teaching materials. Schools are engaged through outreach and partnership, with CPD training provided to teachers.
3. Teacher CPD Training: The company delivers Continuing Professional Development (CPD) training sessions for teachers, approximately 90 minutes in duration, to train them on deploying the Money Wise Lessons Curriculum. Training was provided free of charge to teachers across London through the Lyle's Local Fund grant. The long-term commercial model for CPD sessions is not yet publicly disclosed.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Dot Dot Fire UK Limited develops and distributes free, ad-free mobile games and accompanying classroom curricula that teach children personal finance and life skills. Its core offering is the Money Wise Game (formerly The NeighborMood), a life-simulation mobile game on iOS and Android that simulates financial and key life decisions, supported by the Money Wise Lessons curriculum (ten 45-minute OFSTED-aligned lessons for KS2-KS3 pupils) and the annual Money Wise Challenge e-sports competition held at venues such as ExCeL London.

Product overview

Dot Dot Fire UK LIMITED operates a unified financial literacy education platform centered on the Money Wise Game as its core product, complemented by structured curriculum programs and competitive e-sports events. The Money Wise Game (formerly The NeighborMood) is an award-winning mobile game featuring three gameplay modes: Story Mode (life simulation), Lesson Mode (classroom curriculum), and Challenge Mode (e-sports competition). The Money Wise Lessons add-on provides an interactive 10-lesson curriculum aligned with National Curriculum standards for KS2-KS3 pupils. The Money Wise Challenge serves as the UK's only financial literacy e-sports competition. The company also offers Forest Fables: Money Wise Life as an additional mobile application. All offerings operate under the Gaming Ethically philosophy, emphasizing ad-free, accessible education. The platform has reached over 500,000 players across 194 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Money Wise Game: Award-winning mobile game that teaches personal finance and life skills through gameplay simulation
• Money Wise Challenge
• Money Wise Lessons
• Forest Fables: Money Wise Life

Products and services

• Money Wise Game An award-winning, 100% free and ad-free mobile game (iOS and Android) that teaches children financial literacy and key life decisions through life-simulation gameplay. Players analyse consequences of choices, problem-solve, and develop strategies for real-world money management. Features three modes: Story Mode (life simulation), Lesson Mode (OFSTED-compliant curriculum), and Challenge Mode (e-sports competition). Available globally on Apple App Store and Google Play Store.
• Money Wise Lessons An interactive, interdisciplinary classroom curriculum for UK KS2-KS3 pupils consisting of ten 45-minute lessons teaching critical thinking and money management skills. Includes corresponding video games, activities, slides, worksheets, lesson plans, and detailed guides. Integrated with National Curriculum Learning Outcomes and OFSTED-aligned, designed to be teachable by any Teaching Assistant. Deployed in 30+ London schools.
• Money Wise Challenge The UK's only financial literacy e-sports competition in which student teams compete across multiple rounds of the Money Wise Game. Features separate leaderboards for Year 5-6, Year 7-9, and Year 10-11 groups. Events are held at major venues such as ExCeL London with sponsorship from The London Foundation for Banking and Finance.
• Forest Fables: Money Wise Life

Quantifiable outcome

• Over 500,000 lives changed (players worldwide)
• +5 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ExCeL LondoncoreGTM or Marketing Partner · 1 January 2024Venue sponsor for the Money Wise Challenge London 2024. Hosted 600 students from 80+ schools across 28 boroughs in London.
• Barking and Dagenham College, Bouygues Construction, Glencar, Higgins Group, The Hill Group, Mountanvil, Reliable ContractorsminorGTM or Marketing Partner · 1 January 2024Volunteering partners for the Money Wise Challenge London 2024. Employees from these companies volunteered their time to support the e-sports event.
• The London Foundation for Banking and FinancecoreGTM or Marketing Partner · 1 January 2023Charity sponsor of the Money Wise Challenge. Provides financial literacy expertise and brand credibility. Supported the 2023 Money Wise Challenge with over 600 students from 100 schools.
• ExCeL LondoncoreGTM or Marketing Partner · 1 January 2023Venue sponsor for the Money Wise Challenge, hosting the annual e-sports competition at their London exhibition centre.
• Centre for Social JusticeminorStrategic or Co-development Partner · 1 January 2023Dot Dot Fire's Sabrina and Hilary attended the Centre for Social Justice's Big Listen, a partnership event between the Centre for Social Justice and the Social Justice Commission of the UK, to collaborate on strategies to support those in poverty and bring young people out of cycles of financial deprivation.
• Newham PSHE PartnershipcoreStrategic or Co-development Partner · 1 January 2022Co-development partner for the Money Wise CPD Programme. The Newham PSHE Partnership is a leader in PSHE Education provision for schools in Newham and co-developed the teacher training curriculum.
• FoolProof FoundationminorStrategic or Co-development Partner · 1 January 2020Game development partner for The NeighborMood (Money Wise Game). Nick Muckerman from FoolProof Foundation collaborated with Dot Dot Fire's co-founders on the game. The FoolProof Foundation is a financial advocacy group.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• EVERFI: Blackbaud-owned K-12 digital learning platform covering financial literacy, SEL, and career readiness with enterprise school and district contracts. Larger incumbent competing for the same OFSTED/state-aligned literacy curricula seats as Dot Dot Fire.
• Greenlight: US fintech providing kids/teens debit cards paired with a financial education platform. Incumbent operating at the intersection of youth finance education and product — adjacent commercial model to Dot Dot Fire's school curriculum.
• MoneyLion: US consumer finance platform incorporating financial education content for younger users. Larger incumbent that combines educational content with broader financial services rather than specializing in K-12.

Direct peers

• Next Gen Personal Finance (NGPF): US-based nonprofit providing free, ready-to-teach personal finance curriculum for K-12 teachers, with grant-funded model and educator community. Direct peer to Dot Dot Fire's curriculum-plus-events model targeting schools.
• GoVenture: Provider of financial literacy and entrepreneurship simulations and games for K-12 and post-secondary learners. Closely comparable product mechanism (game-based life/finance simulation) and target audience.
• Zogo: Mobile-first, gamified personal finance education platform for young people, with institution-deployed learning modules. Direct comparable to Dot Dot Fire's combination of a free mobile game plus curriculum-style product targeted at students.
• FoolProof Foundation: US consumer-advocacy nonprofit that co-developed Dot Dot Fire's first game with the founders and offers its own financial literacy curriculum. Direct peer in mission and product format (interactive financial literacy content for students).

Others

• Money and Pensions Service (MaPS): UK statutory body set up by government to improve financial wellbeing, commissioning school-based financial education initiatives and dispatching grants. Acts as both ecosystem enabler and potential grant funder rather than direct competitor.

Regional players

• Young Money: UK financial education programme (run via Young Enterprise) delivering curriculum-linked money lessons and teacher resources to UK schools. UK regional competitor for the same curriculum slots Dot Dot Fire targets.
• MyBnk: UK charity delivering money-management education programs and live workshops to young people aged 5-25, often via schools. Strongest UK-headquartered comparable in target demographic and education-channel distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCmcO3jI8ij7ev9yOTplTJZw
• LinkedInlinkedin.com/company/dotdotfire

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 DOT DOT FIRE UK LIMITED