eEducation Albert
eEducation Albert AB is a Swedish edtech group that develops digital learning products for children, families, schools, and municipalities. Its portfolio includes subscription apps, educational video content, and school-focused learning tools sold under brands such as Albert Junior, Albert Teen, Jaramba, Holy Owly, Film & Skola, Strawbees, and Sumdog.
Fiscal year 2025 · change from previous year
Development 2021–2025
Business
Share of revenueMobile and web-based learning apps sold to parents on monthly or annual subscriptions.
Digital learning platforms and content sold to schools, municipalities, and districts.
Video-based learning and classroom content used in school and home learning settings.
Hands-on construction and STEM learning products sold to education customers.
Customers
Albert sells to two main customer groups: families buying app subscriptions for children, and schools or public education buyers purchasing digital learning tools and content. The school side is sold through direct sales and tends to involve annual contracts or one-off purchases, while the consumer side is distributed through app stores and the company’s own channels.
Parents subscribe to mobile learning apps for children, mainly for engaging, personalized home learning.
Schools, municipalities, and districts buy digital learning platforms and content for classroom use.
Teachers use school products and video content to support instruction and curriculum delivery.
Local education bodies purchase tools aligned with curriculum and procurement requirements.
Strategy
Albert’s strategy is centered on mathematics learning, stronger product integration across brands, and a more focused market footprint. The company aims to build a scalable platform across B2C and B2B while concentrating resources on markets where its products and commercial model are already established.
Math is the main strategic anchor and supports clearer product differentiation and curriculum fit.
Shared technology across brands can improve efficiency, user experience, and product consistency.
The Nordics and UK provide the clearest commercial fit and more established demand patterns.
A narrower portfolio reduces complexity and helps capital and management attention stay on core products.
Geography
Albert is headquartered in Gothenburg, Sweden, and operates mainly in the Nordics, the United Kingdom, and the United States, with additional activity in parts of Europe and Asia. The business is most established in the Nordics and the UK, while other markets are more selective and depend on local education systems, procurement cycles, and digital adoption.
Risks
Albert faces demand risk from school budgets, procurement timing, and consumer spending, which can affect both B2B and B2C sales. It also faces product, technology, and regulatory risks because its offerings depend on platform reliability, data protection, curriculum relevance, and copyright-sensitive content.
- Product relevance and competitionImpact: HighLikelihood: High
The digital learning market changes quickly and math competition is intensifying.
Exposure: Core learning apps and school platforms
- Data protection and GDPRImpact: HighLikelihood: Medium
The company processes personal data from children, parents, and schools.
Exposure: All digital products and customer data
- School spending and procurement riskImpact: High
B2B sales depend on education budgets, tender timing, and policy decisions.
Exposure - Technology performance and reliabilityImpact: High
Recurring digital products depend on stable platforms, payments, and data infrastructure.
Exposure - Copyright and licensing uncertaintyImpact: MediumLikelihood: Medium
Video-based educational content can be exposed to rights interpretation issues.
Exposure: Film & Skola and similar content
- Consumer demand sensitivityImpact: Medium
B2C subscriptions can weaken when household economics soften.
Exposure: Family app subscriptions
Accounting
Judgemental itemsDifferent billing models can shift revenue between periods and affect quarterly comparability.
Impact: B2C monthly/annual subscriptions and B2B annual fees or one-off payments
Internally developed software and content can be capitalized, affecting operating profit and asset values.
Impact: Development work for Albert, Strawbees, Sumdog, and Swedish Film
Acquired brands and platforms create impairment risk if expected cash flows weaken.
Impact: Acquisition-related balance-sheet values
Option programs create non-cash compensation expense and dilution risk.
Impact: Employee Stock Option Programme 2023/2026
Management has not recognized deferred tax assets on accumulated losses due to uncertainty.
Impact: Reported equity and future tax benefit potential
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Last updated: 24/09/2026