In a landmark acquisition, online school Novakid has purchased the UK-based English as a Foreign Language (EFL) app, Lingumi, in a move that promises to transform English education for children aged 4 to 17. This partnership is set to bring hundreds of thousands of new users to Novakid, furthering its mission to make high-quality English learning accessible to young learners worldwide.
Founded in 2017, Novakid has made significant strides in the edtech sector by offering innovative online English classes for children. The platform utilises a unique curriculum featuring 25-minute learning blocks, taught by trained educators. The company has experienced rapid growth, highlighted by a recent Series B funding round that raised $35 million from prominent investors like Owl Ventures and Goodwater Capital. Novakid achieved its profit targets in 2023 and currently boasts over 70,000 active users across more than 50 countries.
Lingumi, established in 2016, has carved out a niche for itself with AI-assisted interactive lessons tailored for younger learners aged 2 to 6. Supported by top European investors, including Entrepreneur First and LocalGlobe, Lingumi has become a leading English learning app in Asia, amassing over 2 million users. Remarkably, 70% of its paying customers continue their lessons after a year, reflecting the platform’s effectiveness and appeal.
Max Azarov, CEO and co-founder of Novakid, expressed enthusiasm for the acquisition, stating, “Acquiring Lingumi opens new doors for learners on the Novakid platform. Students can explore a learning ecosystem that combines AI-driven tools, self-paced learning apps, and live, online practice with native English teachers.” Azarov also highlighted the importance of age-appropriate gaming features in enhancing the overall learning experience.
The deal, although financial details remain undisclosed, involved the separation of Lingumi’s significant China business, which will operate independently. The remaining customer base, UK team, and technology have been fully integrated into Novakid.
As part of the acquisition, Toby Mather, CEO and co-founder of Lingumi, and his team of eight will join Novakid to spearhead a new division called Novakid Junior. Current Lingumi customers will continue to receive services, while Novakid users can expect a new self-led learning product powered by Lingumi’s technology platform in early 2025.
This acquisition presents a significant opportunity for families seeking affordable alternatives to traditional tutoring, which often costs over £100 a month. Azarov noted, “By allowing learners to access quality English learning for free and from as early as two years old, we’re widening access for many more children around the world.”
Dmitry Malin, Co-founder and COO of Novakid, emphasised the transformative potential of self-learning with AI tutors, stating, “This deal accelerates the development of our self-learning products, opening more time- and cost-efficient learning pathways for customers.”
Lingumi‘s technology will introduce multiple new features to the Novakid platform, including a self-serve learning game platform and AI-powered smart conversations in English. The team is also set to develop a new freemium app specifically for younger learners.
Overall, this acquisition marks a pivotal moment for the European edtech landscape, signaling a renewed focus on delivering accessible, results-driven education for learners around the globe.
