Edtech startup Kidaptive, an adaptive-learning company that begin its life with a suite of curriculum-focused iPad games for kids, announced today it has closed on $19.1 million in Series C funding, in a round led by Formation 8 and Korean education company Woongjin ThinkBig. The investment follows a deal with Woongjin that will see Kidaptive powering an English language learning system Woongjin Compass wants to build, as well as deal with its parent company, a large publisher with half a million paying subscribers, to personalize their tablet experience.
The deal is one of several in the works for Kidaptive, which now styles itself as more of a “big data for learning” company rather than a maker of educational kids’ games as it was known for just a few years ago. Its early apps, which involved interactive storytelling, high-quality animation and puzzles, had helped to create educational profiles for the young players while helping young children with reading comprehension and math skills, as well as improved cognitive, emotional and social functions.
The technology powering this experience has since evolved into Kidaptive’s “Adaptive Learning Platform,” a cloud-based assessment and reporting platform that can create learner profiles with actionable insights for parents and teachers. Another important aspect to Kidaptive’s platform is that it adapts in real-time based on how well the learner is performing in order to personalize the learning experience further.
The platform also can incorporate educational activity that takes place offline to enhance those learner profiles. This is especially important at younger ages, where parental involvement — like follow-up conversations to trips to museums — could help reinforce what the child learned. In other contexts, like language learning, for example, the platform could suggest to parents supplemental materials based on the child’s performance, like additional workbooks or videos to watch.
Kidaptive had specifically targeted the Korean market a few years ago with the acquisition of Hodoo English, an MMORPG that teaches English to children. The acquisition was for both the IP and the team, giving the company a foothold in Korea, and a way to expand into China.
In addition to the deal with Woongjin, Kidaptive also has projects in the works in India and China. These are still under NDA, but the deal in China, which launches at the end of this summer, involves a large brick-and-mortar retailer that sells its own educational technology products (physical goods), which it wants to enhance with parental feedback mechanisms from Kidaptive.
In India, several deals are in the works, which Kidaptive hopes to announce by Q3.
Meanwhile, Kidaptive is working with the U.S. government and PBS KIDS a part of a $100 million five-year federal grant to create a personalized learning ecosystem. Kidaptive will be providing the adaptivity and learner profile management — two central features of the grant, says Kidaptive CEO P.J. Gunsagar.
“Our ability to ask the right questions at the right time by understanding who the learner is and provide actionable insights is unique. Just like Facebook has created a social graph, and LinkedIn a professional graph, our goal is to create are learning graph,” he explains.
The company is live with one PBS KIDS app associated with digital series The Ruff Ruffman Show, but it will be rolling out in two or three more this year, and multiple apps over the next few years.
As Kidaptive becomes further integrated across this PBS KIDS ecosystem of apps, the learner profiles will take into consideration the data generated from across all the PBS KIDS app where it’s live.
However, Gunsagar stresses that parents are in control of how this data is used.
“You own the learner model, not us…this is the parents’ and the childs’ model, it stays with them to make sure we’re optimizing the experience for them the way they want,” he says. The parents will be able to control how this data is used by requesting insights or not, or by disallowing the data to be shared across apps, if they don’t want it to be.
Gunsagar says big data for learning is starting to take off, and he believes his company will achieve profitability within the next 12 months as a result of its deals. It expects to manage 10 million active learner profiles within the next four years.
With the funding, Kidaptive plans to increase its 50-person team by 20 percent in the U.S. and 20 percent in Korea. It will also hire five people in China and three in India. The product itself will be further developed as well, with the next focus on test score prediction — something in which half a dozen test prep companies in India and China talking with Kidaptive are now interested.
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