What 11 PLUS APPS LTD does

11 Plus Apps LTD is a UK-based mobile learning company founded in 2025 and headquartered in Leeds, focused exclusively on preparation for the 11+ grammar school entrance examinations used in the UK education system. The company develops and distributes consumer mobile applications through the Apple App Store and Google Play Store, targeting UK families with children aged 7–11 preparing for CEM and GL Assessment exam formats. Its two live products are 11+ Vocab Master, which delivers 2,500+ curated vocabulary words across 100 categories with interactive flashcards, six practice modes, four gamified exercises, audio pronunciation, and unlimited timed mock tests, and 11+ Verbal Reasoning Master, which provides 2,000+ practice questions across 38+ verbal reasoning question types with mock test simulation.

The technology stack is mobile-first and consumer-grade: native iOS and Android applications with offline support, cross-device progress synchronization via Firebase Firestore, spaced repetition-based learning scheduling, and pseudonymized data collection under anonymous device identifiers. Third-party integrations include Firebase Analytics for usage analytics, RevenueCat for cross-platform subscription entitlement management, and Twilio SendGrid for opt-in weekly parent progress emails. The company maintains COPPA and UK GDPR compliance frameworks with parental consent gating and Standard Contractual Clauses for international data transfers, reflecting the child-user audience.

The business model is a freemium consumer subscription with a 7-day free trial, monetized through in-app purchases priced at £1.99/month or £9.99/year for 11+ Vocab Master and £3.99/month or £14.99/year for 11+ Verbal Reasoning Master, with Apple Family Sharing allowing a single subscription to cover multiple children's devices. Go-to-market is product-led and content-led: organic App Store discovery combined with an educational blog, free downloadable PDF flashcards, and QR code links on the company's website. Reported scale signals include 10,000+ student users, 250+ five-star reviews, and a 4.8-star App Store rating, though no revenue, headcount, or funding figures are disclosed.

Name

11 PLUS APPS LTD

Legal name

11 Plus Apps LTD

Website

https://11plusapps.com

Company type

Private

Founded year

2025

Operating status

Operating

Short description

11 Plus Apps LTD is a UK-based mobile learning company that develops freemium iOS and Android apps — 11+ Vocab Master and 11+ Verbal Reasoning Master — to help families prepare children aged 7–11 for UK grammar school entrance exams (CEM and GL Assessment).

Ownership category

akta.pro rank

Product category

Education Technology / Test Preparation Mobile Apps

NAICS

Exam Preparation and Tutoring (611691)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Microlearning & Mobile Learning Content (EDAGAEAD)

akta.pro secondary industries

Foundational Literacy & Early Reading Apps (EDACANAA), Parent-Facing Home Learning & Family Engagement Apps (EDACANAK)

Keywords

• 11+ exam preparation
• Vocabulary learning apps
• Verbal reasoning practice
• Grammar school entrance
• Mobile learning apps

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. 11+ Vocab Master Subscription: Freemium model with 7-day free trial. Premium subscription unlocks full access to 2500+ vocabulary words, all practice modes, games, and unlimited mock tests. One subscription covers multiple children via Apple Family Sharing.
2. 11+ Verbal Reasoning Master Subscription: Freemium model with 7-day free trial. Premium subscription provides access to 2500+ verbal reasoning questions across 38+ question types, unlimited mock tests, and full exam preparation content.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

11 Plus Apps LTD develops and sells mobile learning applications (11+ Vocab Master and 11+ Verbal Reasoning Master) for iOS and Android, providing UK children aged 7-11 with curated vocabulary and verbal reasoning practice for the 11+ grammar school entrance exam. The apps use spaced repetition, gamified practice modes, mock tests, and offline functionality, distributed via a freemium subscription model through the Apple App Store and Google Play.

Product overview

11 Plus Apps LTD offers a suite of mobile learning apps for UK 11+ grammar school entrance exam preparation, serving both CEM and GL Assessment exam boards. The product portfolio centers on two main apps: 11+ Vocab Master (vocabulary learning with 2500+ words, flashcards, games, and mock tests) and 11+ Verbal Reasoning Master (verbal reasoning practice with 2000+ questions across 38+ question types). The apps are positioned as complementary tools, with vocabulary skills supporting verbal reasoning success. Both apps feature offline functionality, progress tracking, and tiered subscription pricing following a 7-day free trial. The company is developing additional subject-specific apps including Maths Master, English Master, and Non-Verbal Reasoning.

Differentiator

Problem solved

Functional benefit

Brands

• 11+ Vocab Master: Comprehensive vocabulary learning app with 2500+ words for 11+ exam preparation covering CEM and GL Assessment formats
• 11+ Verbal Reasoning Master

Products and services

• 11+ Vocab Master Comprehensive vocabulary learning mobile app for children aged 7-11 preparing for UK 11+ grammar school entrance exams (CEM and GL Assessment). Features 2,500+ curated vocabulary words across 100 categories with interactive flashcards, 6 practice modes, 4 engaging games, unlimited timed mock tests, spoken pronunciation, offline support, and spaced repetition. Available on iOS and Android via freemium subscription.
• 11+ Verbal Reasoning Master Verbal reasoning practice mobile app for children preparing for UK 11+ grammar school entrance exams (CEM and GL Assessment). Features 2,000+ questions across 38+ verbal reasoning question types, 6+ practice modes, unlimited timed mock tests, full offline support, and progress tracking. Available on iOS and Android via freemium subscription.

Quantifiable outcome

• 2500+ vocabulary words with 100% exam coverage
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature9 records

Partnerships

Three partnerships are on record, tiered core.

• Google LLC (Firebase)coreTechnology or IntegrationFirebase Analytics provides anonymous usage data collection to understand user interactions and improve app features. Firebase Firestore stores profile nicknames, reward points, diamonds, and periodic learning progress snapshots pseudonymously under anonymous device identifiers.
• Apple Inc. (App Store)coreChannel Partner/ Reseller/ DistributorApple App Store distributes the apps to iOS users worldwide. Apple handles subscription payments and in-app purchases through their payment system. Family Sharing allows one subscription to cover multiple devices.
• Google LLC (Google Play)coreChannel Partner/ Reseller/ DistributorGoogle Play Store distributes Android apps to users worldwide. Google Play Billing handles subscription payments and in-app purchases.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Khan Academy: Khan Academy is a large free educational platform offering mobile learning content across many subjects and age groups. While not focused on the UK 11+ specifically, it represents a broad incumbent mobile learning destination that competes for parents' attention and subscription wallet in adjacent exam-prep categories.
• Galore Park: Galore Park publishes 11+ and pre-test revision and practice materials for UK grammar and independent school entrance exams. It overlaps with 11 Plus Apps in the same UK 11+ exam prep category but delivers content primarily through books and online tests rather than mobile apps.
• CGP Books: CGP is a major UK educational publisher producing 11+, KS2, GCSE, and A-level revision guides and practice books. While much broader than 11 Plus Apps, CGP overlaps directly in 11+ vocabulary, verbal reasoning, and practice test materials aimed at UK families.

Emerging players

• Memrise: Memrise is a mobile-first language and vocabulary learning app using spaced repetition and gamification on iOS and Android. It shares 11 Plus Apps' product-led, mobile subscription model and vocabulary learning focus, though Memrise targets language learners rather than UK exam candidates.
• Quizlet: Quizlet is a leading global mobile flashcard and study app using spaced repetition, gamification, and freemium subscriptions — a closely comparable mobile vocabulary learning format to 11+ Vocab Master, though Quizlet is general-purpose rather than 11+-specialized.
• Anki: Anki is a widely-used spaced-repetition flashcard platform with mobile apps on iOS and Android. It is the canonical free/cheap spaced repetition learning tool that some UK 11+ families substitute for 11 Plus Apps' vocabulary app.

Direct peers

• Atom Learning: Atom Learning is a UK-based adaptive learning platform purpose-built for 11+ and pre-test exam preparation, offering online practice across English, maths, verbal, and non-verbal reasoning. It competes directly with 11 Plus Apps in the same UK parent/child customer segment and exam-board coverage.
• Bond 11+ (Oxford University Press): Bond 11+ is the leading established publisher of 11+ preparation books and practice papers in the UK, owned by Oxford University Press. It serves the same UK parents and tutoring market preparing children for CEM and GL Assessment, and represents the dominant offline incumbent 11 Plus Apps competes against digitally.
• Eleven Plus Exams: Eleven Plus Exams is a long-running UK website offering free and paid 11+ practice papers, vocabulary lists, and verbal reasoning questions. It targets the same UK parent/child 11+ exam segment as 11 Plus Apps, though its primary delivery is web-based practice papers rather than native mobile apps.

Regional players

• Tutorful: Tutorful is a UK-based online tutoring marketplace connecting parents with tutors for 11+, SATs, GCSE and other exams. It is a regional alternative to mobile self-study apps like 11 Plus Apps, serving the same UK exam-prep parent segment via paid one-to-one tutoring rather than self-serve subscription.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

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 11 PLUS APPS LTD