Business Name: Sign-up to view listing at https://fih.com/listing/2178309
Business Website: Sign-up to view listing at https://fih.com/listing/2178309
Business Start Date: 23/6/2008
Business Location: HQ in London, UK (Operates internationally)
Business Valuation: $360,500 USD
Employee Number (Inc. Owners): 10
Business Model: Freemium B2B/B2C SaaS Platform 
Industry: EdTech (Online Mathematics Education for Students)
Percentage Being Sold: 100%
Sales (TTM): $930,076 (Year Ended 31/12/2024)
Business Multiple (TTM EBITDA): ($103,135)
Social Media Followers: 10,000+ Followers
Lifetime End Users: 100,000 Teachers (5,000+ Schools)
Paying Clients (TTM): Approximately 600+ Customers
Traffic (TTM): Approximately 1,600,000+ Visitors/Year
Reason for Sale: Large education company divesting non-core business line.
Tag Line: Trusted 17 Y/O EdTech Learning Platform Priced at 1/3 of Revenue!

Executive Summary

The business is a well-established EdTech company specializing in interactive online mathematics education. Founded in 2008, it has grown into a global platform used by schools, districts, and individual learners worldwide. Operating on a freemium SaaS model, the business provides gamified, curriculum-aligned content that enhances student engagement and learning outcomes. With a scalable digital infrastructure, strong customer retention, and a loyal user base, the business is an attractive acquisition opportunity for strategic buyers in the EdTech space or private equity investors looking for a growth-oriented SaaS business.

Investment Highlights:

• Established EdTech Brand: 16 years of market presence with a solid reputation.

• Global Reach: Active in the UK, USA, Australia, Brazil, and other international markets.

• Recurring Revenue Model: Subscription-based SaaS business with B2B, B2C, and enterprise licensing streams.

• Loyal Customer Base: 80% retention rate, with over half of users subscribed for five or more years.

• Scalable SaaS Platform: Built on Google Cloud with Kubernetes infrastructure.

• AI & Data-Driven Personalization: Potential for growth through machine learning-powered educational insights.

• Market Expansion Potential: Opportunities for localization, curriculum diversification, and new product offerings.

• Turnkey Operations: Fully remote team with automated sales and customer support infrastructure.

• Regulatory Compliance: Adheres to GDPR, COPPA, and FERPA, making it legally sound for international expansion.

Financial Summary (USD)

Key Financial Insights:

• Revenue has declined by ~10% per year due to strategic shifts and restructuring.

• EBITDA losses have significantly decreased due to cost optimization and operational efficiency measures.

• November & December 2024 showed profitability, with 2025 expected to yield net gains.

• Key cost-saving strategies included shifting to a remote work model and optimizing sales efforts.

• High ARPU (~$1,300 per paying customer) reflects strong pricing power and customer loyalty.

Revenue Sources & Pricing Model

The business employs a multi-tiered pricing structure to serve various customer segments:

• B2B (Schools, Districts, Institutions): Annual subscriptions based on per-seat or site-wide licensing.

• B2C (Parents, Homeschoolers): Subscription-based plans with monthly, quarterly, and yearly pricing.

• Enterprise Licensing: Custom agreements for large organizations and educational authorities.

• Potential Upsells: Premium AI-driven analytics, teacher training modules, and gamified student challenges.

• Affiliate Partnerships: Monetization through referrals from education influencers and strategic partners.

Pricing Tiers:

• Schools: 1-3 year contracts, per-seat pricing.

• Districts: Site-wide licensing, scalable per-student pricing.

• Home-Schooling Plans: Flexible 3, 6, or 12-month subscriptions.

• Discounts: Volume-based discounts and early renewal incentives.

Market Opportunity & Competitive Advantage

• Fast-Growing EdTech Industry: CAGR of 16% through 2028, driven by digital adoption in education.

• Gamified & Adaptive Learning: Enhances student engagement compared to traditional e-learning tools.

• High Customer Retention: Strong 80% renewal rate with long-term institutional clients.

• Scalable SaaS Infrastructure: Cloud-based with the potential to expand into new subjects and markets.

• Strong Organic Growth: 55,000 weekly visitors and high direct traffic from returning users.

• Regulatory Compliance: Meets international data privacy standards, making it an attractive option for schools worldwide.

Growth Opportunities

1. AI & Machine Learning Integration: Personalized learning recommendations based on student performance.

2. Localization & International Expansion: Expanding into new languages and curricula.

3. Curriculum Expansion: Adding coding, STEM, and test-prep courses.

4. Government & Institutional Contracts: B2G expansion with district-wide licensing deals.

5. Affiliate & Referral Network: Leveraging influencers and content creators for organic growth.

6. Microtransactions & Upselling: Introducing premium content and analytics features.

7. Hybrid Learning Partnerships: Collaborations with hybrid and online schools to increase adoption.

Operations & Technology

• Hosting & Infrastructure: Built on Google Cloud using Kubernetes.

• Customer Support: AI-powered chatbots, live chat via Intercom, and extensive self-help resources.

• CRM & Sales Pipeline: Managed with Pipedrive for automated lead generation and conversion tracking.

• Security & Compliance: Adheres to GDPR, COPPA, and FERPA standards, ensuring user data protection.

• Development & Deployment: Code repository and product updates managed through GitHub.

Barriers to Entry

1. Proprietary Learning Algorithms: Unique gamification-based adaptive learning engine.

2. High Customer Acquisition Costs: Schools have long sales cycles, favoring established players like this business.

3. Brand Trust & Recognition: Trusted by over 10,000 schools, built over 16 years.

4. Strict Compliance Requirements: New entrants face challenges in meeting international education regulations.

5. Scalability & Infrastructure: Years of technical refinement make replication costly and time-consuming.

Sale Process & Transition Support

The team is divesting the business due to a strategic shift in focus. The sale includes a full transfer of intellectual property, branding, customer relationships, and all operational infrastructure. The existing management team is available to assist in a seamless transition.

Included Assets:

• Domains & Trademarks (hosted with GoDaddy).

• Website & Learning Platform (hosted on Google Cloud, video content on AWS).

• Proprietary Codebase (GitHub repository for platform development).

• Customer Database & Engagement History.

• Payment Processing Accounts (Stripe, PayPal, etc.).

• Social Media & Marketing Assets (Facebook, Instagram, YouTube, SEO materials).

• Employee Contracts & Key Operational Documentation.

• Historical Financials, Growth Analytics, and Partner Agreements.

About the Agent 

FIH.com is a Manhattan-based M&A advisory firm specializing in the sale of remotely-run successful digital companies (around the world) from $1M-100M in revenue, including apps, marketplaces, freemium + enterprise SaaS, ecommerce, affiliate/advertising groups, and more! We are proud to work with the very best entrepreneurs and investors, so if that’s you and you are in the market to acquire or sell a relevant business, then we encourage you to reach out for a complimentary consultation.