KSA-Based GAGA Bags US$2.5 Million In Pre-Series A Round To Scale Interactive Learning Platform

KSA-based edtech startup GAGA has pocketed US$2.5 million in a pre-Series A funding round led by Abu Dhabi-based venture capital (VC) firm Phoenix Venture Partners, with participation from family offices and individual investors, which brings the total investment it has raised since inception to $4.2 million. 

Founded by Abdullah Al-Khorasani and Eyad Alshabaan in Saudi Arabia in 2021, GAGA provides live, interactive online education for students aged 4 to 18, offering more than 1,000 programs across 200 subjects. The platform combines academic and skill-based learning through real-time, gamified teacher-student interaction, a model shaped by the founders’ own observations as parents. GAGA is also developing artificial intelligence (AI)-powered tools to personalize learning journeys, assess student performance, and identify knowledge gaps, enabling tailored educational pathways based on individual needs.

With this latest investment, GAGA is working to position itself as an alternative to traditional private tutoring and non-interactive digital learning platforms in the Kingdom, building a model that balances engagement with measurable outcomes and long-term sustainability. The new capital GAGA has secured will thus be used to expand its teacher network, enhance its technology stack, and scale its Arabic-language educational content across Saudi Arabia, while continuing to build out its AI capabilities. 

In an interview with Inc. Arabia, Al-Khorasani outlined the thinking behind GAGA and how the platform was designed to respond to changing learning behaviors. “Students today are used to interactive, fast-paced experiences, yet education still relies heavily on static formats," he pointed out. "We saw a clear gap between how students want to learn and how they’re being taught, and we built GAGA to address that. From the beginning, we focused on live and interactive classes where students actively participate, rather than passively consume content. The goal was to make learning both engaging and effective, while giving parents clear outcomes. Today, our mission is to make high-quality learning engaging, accessible, and personalized for every student, delivered through live, interactive experiences designed around each learner’s needs, powered by a vetted network of educators.” 

Unlike recorded-content platforms, GAGA centers its model on live, gamified sessions that prioritize engagement and measurable outcomes. This approach reflects broader changes in how younger audiences interact with content. “Student expectations have shifted quite significantly," Al-Khorasani noted. "Learning is no longer compared only to school, it is being compared to everything else students consume, from gaming to social platforms to short-form content. As a result, engagement is no longer optional. Students expect to participate, not just listen. They want interaction, feedback, and a sense of progression. If that is missing, they disengage very quickly."

"What we are seeing compared to a few years ago is that passive formats are becoming less effective, especially for younger audiences," Al-Khorasani continued. "Attention is earned through involvement, not just content quality. That is why live, interactive experiences are becoming more important, as they create accountability and keep students mentally present. At the same time, expectations from parents are also evolving. Parents want greater visibility into their children’s progress and to clearly feel the outcomes over time. It is no longer just about access to learning, but about visibility and results. That combination of student engagement and parent expectations is what is shaping how we think about product and experience at GAGA.” 

This focus on strengthening both product depth and operational scale reflects a broader emphasis by the GAGA team on building a model that can sustain long-term growth in a more disciplined funding environment. “One of the biggest challenges in edtech is building a sustainable unit economic model," Al-Khorasani shared. "From the beginning, we focused on getting that right by making sure parents see real value in paying, and that students genuinely enjoy the experience and want to keep coming back. That took time to refine, and we’re now seeing that reflected in how families continue to invest in their children’s learning with us over time."

Such an approach is paying off in a business landscape that, amid ongoing uncertainty, is rewarding exactly these fundamentals. "In the current market environment, investors are prioritizing businesses that show clear monetization, strong retention, and efficient growth," Al-Khorasani noted. "I think that alignment worked in our favor. At the same time, education has historically proven to be resilient. Even during periods of uncertainty or geopolitical tension, the demand for learning doesn't disappear, and often becomes even more important for families, which reinforces the long-term strength of the category.” 

For other founders building edtech businesses, particularly in emerging markets, Al-Khorasani pointed to the importance of building for long-term sustainability from the outset. “One of the biggest lessons in edtech is that engagement alone isn’t enough," he said. "You have to build something people are willing to pay for and continue using over time, which means focusing early on real value and building a sustainable model from day one. In emerging markets, this becomes even more important. Customers are more price sensitive, and trust takes time to build, so you need to show value early and stay patient while it compounds.” 

Picuted in the lead image are GAGA co-founders Eyad Alshabaan and Abdullah Al-Khorasani. Image courtesy GAGA.