Hoja AI

Hoja AI is a London-based education technology company founded in 2024, building a personalised AI study application for school-age learners. The platform uses adaptive artificial intelligence to model each student's individual knowledge state, learning pace, and study patterns — generating targeted practice, explanations, and content that is continuously recalibrated to what each learner knows and where they are falling behind. The company is focused primarily on GCSE students, operating on a freemium model with premium features including advanced personalisation and exam preparation tools.

The problem Hoja addresses is well documented but inadequately solved: learning is most effective when material is pitched at the right level of challenge, when retrieval practice is spaced at optimal intervals for long-term retention, and when feedback is immediate and specific to the learner's actual gaps. Individual tutors deliver this, but at a cost inaccessible to most students. Existing adaptive learning platforms approximate it through branching question trees, but cannot match the nuance of a skilled human teacher. Advances in large language models and AI have created the first realistic opportunity to deliver genuinely personalised instruction at scale, and Hoja is built to exploit that shift.

The platform is multimodal, combining AI-powered chat, adaptive quizzes, and personalised content. It builds a cumulative knowledge map for each user across the curriculum they are studying, identifies gaps, and generates practice targeting those gaps with appropriate difficulty and spacing. The result is a study experience that directs the learner's time toward the areas of greatest need, rather than the natural tendency to revise what is already understood. Hoja operates on a freemium model and reaches students primarily through digital marketing and community engagement channels.

The company raised £1.3 million in 2024 and is led by co-founders Pavan Konanur (CEO), Shahzad Ahmed, and Katherine Tatarinov. The founding team combines expertise in AI product development, education, and software engineering, united by the conviction that high-quality personalised education should be accessible to every student, not just those who can afford private tutoring.