OLIIKI LIMITED

What OLIIKI LIMITED does

Oliiki Limited is a UK-based edtech company incorporated in England and Wales that operates a mobile application delivering over 1,000 science-backed baby development activities from conception through age two. The app provides daily age-appropriate activities with science-backed explanations of the brain development and learning each activity supports, and is built by teachers and educational researchers rather than generic content creators. The product has been independently validated in a peer-reviewed study conducted by Dr. Laura Outhwaite at UCL Institute of Education, published in Frontiers in Psychology in 2022, which found that parents using the app gained greater confidence in their parenting skills within four weeks.

The company operates a dual-channel business model. The consumer channel distributes the Oliiki App directly through the Apple App Store and Google Play Store at £4.99 per month or a £96.99 lifetime one-time payment, with a 7-day free trial driving self-serve product-led conversion targeting first-time parents and caregivers. The B2B channel sells the Oliiki Baby Brain Building Programme to UK nurseries at £850 per setting per year, including staff training, parent engagement, full app access for educators and families, and 12 months of guided implementation, complemented by the 7-month Brilliant Baby Rooms leadership programme for nursery managers and free monthly First 1000 Days Matter Natter community sessions.

The company is founder-led by Clare Stead, a primary school teacher, education researcher, and eLearning specialist who also serves as Data Protection Officer and is the primary commercial face of the business including direct B2B sales. Oliiki is privately held with no disclosed external institutional funding, operates with 1-10 employees from a registered office in Ware, England, and holds the EdWard quality mark from EDUCATE (Education Ventures) recognizing its applied research foundation. Customer segments span first-time parents, nurseries and early years settings, and more recently local authorities, Family Hubs, and community organizations.

Name

OLIIKI LIMITED

Legal name

Oliiki Limited

Website

https://oliikiapp.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Oliiki Limited is a UK-based edtech company offering a mobile app and training programmes that support baby brain development in the first 1000 days for first-time parents, nurseries, and early years professionals.

Ownership category

akta.pro rank

Product category

Early Childhood Education Mobile App

NAICS

Educational Support Services (61171), Child Care Services (6244), Child Care Services (62441)

SIC

Services-Prepackaged Software (7372), Services-Educational Services (8200), Services-Child Day Care Services (8351)

akta.pro primary industry

Adaptive & Personalized Learning Platforms for ECE (EDACANAJ)

akta.pro secondary industries

Parent-Facing Home Learning & Family Engagement Apps (EDACANAK), Digital/Interactive Curriculum Content (Apps, Games, Multimedia Lessons) (EDACAJAK), Parenting Skills & Child Development Education (EDACALAA)

Keywords

• Early childhood education
• Baby development app
• Parenting mobile app
• Nursery staff training
• First 1000 days

Headquarters

HQ city

Ware

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, Marketing or Sales, Operations

Revenue model

1. Consumer App Subscriptions: Monthly subscription at £4.99 per month or lifetime one-time payment of £96.99. Users download from Apple App Store or Google Play Store. App includes a 7-day free trial.
2. Nursery B2B Programme Licensing: Oliiki Baby Brain Building Programme sold to nurseries at £850 per setting per year. Includes guided implementation for 12 months, staff training, parent engagement programme, and full team app access. Multi-setting group pricing available.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Oliiki operates a mobile application that delivers over 1,000 age-appropriate baby brain development activities from conception to age two, with each activity paired to a science-backed explanation of what the baby is learning. For nurseries and early years professionals, the company sells a Baby Brain Building Programme (annual per-setting licence) and a Brilliant Baby Rooms leadership programme that translate developmental science into everyday baby room practice, staff training, and parent engagement.

Product overview

OLIIKI LIMITED offers a unified product portfolio centered on the Oliiki App—a mobile application providing over 1000 science-backed development activities for the first 1000 days (conception to age two). For nursery and professional settings, the company offers the Baby Brain Building Programme (staff training, app access, lessons, and year-long implementation support at £850/setting/year) and the Brilliant Baby Rooms strategic leadership programme (7-month programme for managers). Free offerings include the monthly First 1000 Days Matter Natter conversation. The consumer app is available at £4.99/month or £96.99 lifetime.

Differentiator

Problem solved

Functional benefit

Products and services

• Oliiki Mobile App A consumer mobile app (iOS and Android) providing over 1,000 age-appropriate baby brain development activities from conception to age two. Each activity explains what the baby is learning and why it matters, and includes an Activity of the Day feature. Priced at £4.99/month or £96.99 lifetime with a 7-day free trial. Targeted at first-time parents and caregivers.
• Oliiki Baby Brain Building Programme An annual B2B nursery programme priced at £850 per setting per year, including staff training, full app access for educators and parents, guided implementation for 12 months, parent engagement programme, Tiny Moments Big Impact lessons, Expert Corner video masterclasses, CPD tracking, ready-made social media templates, and a Baby Brain Building badge. Targeted at nursery owners, managers, and baby room leads.
• Brilliant Baby Rooms Programme A 7-month strategic leadership programme for nursery managers and baby room leads structured around six quests covering emotional safety, adult-baby interactions, environment design, inclusion, and sustainable leadership. Sold via Stan Store.

Quantifiable outcome

• Parents gain greater confidence in their skills to be a parent within 4 weeks of using the app
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Huckleberry: Huckleberry offers a parenting app focused on infant sleep, feeding, and milestone tracking for 0-2 year olds. Partially overlapping with Oliiki's domain (baby development, parenting confidence), but more focused on sleep/feeding than activity content.
• Hatch Baby (Hatch+): Hatch (formerly Hatch Baby) provides connected nursery products and a companion parenting app focused on early childhood, with some overlap on baby development activity content. Comparable age range and parent-first positioning, though product-led around hardware.

Direct peers

• The Wonder Weeks: Wonder Weeks is a long-standing baby development app and book franchise built around the mental leap/leap storm concept for 0-24 months. Targets the same first-time parent persona with developmental-science framing, making it a comparable international reference point.
• BabySparks: BabySparks is a direct competitor offering a science-based baby development app with daily activity programmes, milestone tracking, and personalized recommendations for 0-24 months. Overlaps directly with Oliiki's content library and age-based personalization approach.
• Kinedu: Kinedu is a direct mobile-app competitor providing age-based baby development activities and milestone tracking for parents of 0-2 year olds, with comparable subscription pricing and a similar free-trial model. Same product category, same customer, same delivery mechanism.
• Lovevery: Lovevery sells staged physical play kits (the Play Gym and Activity Boxes) paired with the Play.app for caregivers of 0-2 year olds. Adjacent direct competitor: same developmental-science positioning, same parent persona, content + activity delivery.

Others

• NDNA (National Day Nurseries Association): NDNA is the UK sector body that produces training, CPD, and resources for nurseries, including early years frameworks. Not a direct competitor but a closely related ecosystem participant whose conferences and standards Oliiki references for B2B credibility.

Broad incumbents

• Sesame Workshop (Bright by Sesame): Sesame Workshop is the large established provider of early childhood educational content (the Sesame Street brand); its Bright by Sesame app and related programmes target parents of 0-3 year olds with science-based early learning content. Comparable research-validated parenting-content positioning at much larger scale.

Regional players

• Tiney: Tiney is a UK-based early-years platform training and supporting childminders and nursery staff. Comparable UK GTM, training-led B2B motion, and early childhood development focus; overlaps with Oliiki's B2B nursery programme.
• Famly: Famly is a UK/EU nursery management and parent-engagement platform used by childcare settings to communicate with parents and track child development. Comparable B2B nursery channel and parent-engagement positioning in the UK/EU.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 OLIIKI LIMITED