EdTech startup Mindjoy aspires to assist 1M kids find their superpowers via coding

Mindjoy is a Cape Town-based edtech startup founded in July 2021 by Gabi Immelman to address one of the industry's most widespread issues: lack of digital skills development. Mindjoy uses Replit, a browser-based programming environment that doesn't require any special hardware or software. This makes coding accessible to both children and adults on any smartphone, tablet, or computer with an internet connection, making it far more accessible than many other options.

The development team is working on a custom-built platform that employs machine learning to match youngsters with their ideal peer group. Immelman claims that helping kids find the right tasks and friends is the key to helping them "discover their own superpowers." She emphasizes that how the children feel during the learning process is more important than the actual information conveyed.

The platform is accessible from anywhere in the world, and coaching sessions are conducted online. Sessions are now attended by children from the United Kingdom, Hungary, the Netherlands, Sweden, Spain, South Africa, Nigeria, and Namibia, with additional nations being added on a weekly basis. It is currently operating in Africa and Europe.

Immelman is convinced that the Mindjoy business model – not an NGO – must be sustainable in order for the project to endure. A monthly membership costs R1000 per child and includes unlimited open training sessions as well as weekly scheduled lessons. Parents can also see their child's progress anytime. In addition to individual subscriptions, Mindjoy works with businesses to purchase memberships for children from low-income families. This frees team members from what Immelman refers to as "the mind-numbing boredom of fundraising" that NGOs face, allowing them to focus on helping children find the joy of learning.

Mindjoy's purpose is to improve vital abilities in children while they learn to express themselves using technology.