Sanoma acquires Dutch AI platform Mr. Chadd for personalized learning

The transaction amount has not been disclosed, but it is known that in 2025, the platform's revenue amounted to approximately €1 million, and its services have already been used by more than 140,000 secondary school and vocational college students in the Netherlands.

The deal was closed on March 10, 2026. Mr. Chadd was acquired from its founder and other shareholders, and the platform's founder will continue working as part of Sanoma Learning following the completion of the transaction.

The platform integrates an AI bot that helps students with homework across various subjects, with the option to reach out to a live coach for assistance with complex topics. The system strengthens the connection between homework support and classroom practice. At the same time, as emphasized on the company's website, artificial intelligence does not completely replace a live specialist: users can switch from the bot to a real coach at any time.

Chaddbot, as the company calls its AI assistant, uses a completely different approach than conventional neural networks like ChatGPT. Instead of simply providing a ready-made answer, the bot guides the student toward an independent solution using leading questions, and each dialogue is based on the curricula and materials of the Dutch educational standard. Moreover, professional educators monitor the quality of every conversation in real time and can intervene if necessary to adjust the learning process.

Mr. Chadd expands Sanoma Learning's portfolio, which already includes digital platforms and learning materials for schools in several European countries. The deal is part of Sanoma's broader strategy to accelerate growth through targeted M&A, as the company previously announced as part of its updated financial goals for 2026-2030.