Our Story - NeurofiED

Your Brain. Our Science.

At NeurofiED, we believe that successful learning is not about doing more work for the sake of it. It is about understanding how children learn best, then building educational experiences that actually work.

We are an education technology company built at the intersection of pedagogy, neuroscience, and technology. That matters because too much of the current 11+ preparation market still relies on repetition, pressure, and generic resources. Parents are often left asking the same questions:

How can I help my child prepare for the 11+ effectively?

What learning methods actually improve memory and performance?

How do I choose the right support for private school entrance exams?

Can tuition be more personalised, engaging, and evidence-led?

NeurofiED was created to answer those questions properly.

We are not simply another tutoring brand or test-prep platform. We were founded to rethink how children prepare for academically demanding pathways, including 11+ exams, grammar school entry, private school entrance assessments, and high-performance learning more broadly.

What makes us different is not just what we know. It is who we are.

Our founding team brings together three disciplines that rarely sit in the same room, but should: education, neuroscience, and software architecture. That combination allows us to approach learning from every angle: what should be taught, how the brain retains it, and how intelligent systems can personalise the journey for each child.

Why NeurofiED exists

For decades, families have had to navigate an education system filled with one-size-fits-all materials, inconsistent tuition quality, and outdated assumptions about how children learn. In the world of 11+ preparation in particular, this can create unnecessary anxiety for both parents and pupils.

We believe there is a better way.

Children do not learn most effectively through passive repetition alone. They learn best when teaching is structured, memory is supported, feedback is intelligent, and motivation is sustained. In other words, the best results come when the science of learning is applied with care.

That is the principle behind NeurofiED.

Our work is grounded in the idea that educational success should be built on more than instinct or tradition. It should be informed by cognitive science, real teaching expertise, and data-driven personalisation. This is especially important for families preparing for competitive assessments, where confidence, retention, and reasoning skills matter just as much as content coverage.

Built by specialists, not generalists

Luke Knightly-Jones

Luke Knightly-Jones is a former Head of Department, a leading UK 11+ educator, and an expert in private tuition, pedagogy, and selective school preparation. As the founder of Royal Tutors, Luke has spent years working directly with families navigating the demands of private school admissions and high-level academic preparation.

His experience is not merely practical. Luke also brings advanced academic insight through his MRes and PhD research, which explores education, gamification, private tuition, and immersive learning experiences. That rare combination of frontline teaching expertise and research-led thinking helps shape NeurofiED’s educational vision.

Luke understands what parents are really looking for: not noise, not inflated promises, but clear progress, intelligent preparation, and teaching that genuinely meets the child where they are.

Brooke Knightly-Jones

Brooke Knightly-Jones is an experienced Mathematics tutor and published neuroscientist specialising in the science of learning. His work focuses on how the brain encodes, retains, and retrieves information - the core mechanisms behind meaningful academic performance.

Drawing on his widely praised MSci research, Brooke helps NeurofiED bridge the gap between cutting-edge cognitive neuroscience and real-world educational practice. That means we do not treat learning as a mystery. We look closely at attention, memory, retrieval, and retention, then ask how those insights can improve outcomes for children preparing for challenging examinations.

For parents, this matters. Success in the 11+ is not simply about intelligence or effort. It is also about whether a child is being taught in a way that aligns with how learning and memory actually function.

Scott Winyard

Scott Winyard is the software architect and developer behind the systems that power NeurofiED. With an MSc in Computer Science and expertise in machine learning, intelligent system design, and educational technology, Scott builds the infrastructure that transforms learner data into meaningful personalisation.

His role is crucial. Every child has a different profile: different strengths, different gaps, different response patterns, and different confidence levels. Scott’s work helps ensure that educational insight does not remain theoretical. Instead, it becomes practical, trackable, and adaptive.

This is how NeurofiED bridges the gap between what the data reveals and what each individual learner actually needs next.

What this means for families preparing for the 11+

Parents searching for the best 11+ support are often faced with a crowded market full of broad claims. We think families deserve better than vague promises.

At NeurofiED, our approach is shaped by three commitments:

Evidence over guesswork

We draw on the science of learning, not educational fashion. Our thinking is informed by what we know about memory, attention, retrieval, and long-term retention.

Expertise over generic advice

Our team includes specialists in 11+ pedagogy, neuroscience, and intelligent technology, allowing us to understand both the academic demands of selective education and the cognitive demands placed on the child.

Personalisation over one-size-fits-all preparation

No two children learn in exactly the same way. Effective preparation for private school entrance exams should reflect that. We are committed to building experiences that are responsive, engaging, and tailored.

Our wider mission

Although 11+ preparation and selective education are central areas of relevance for many families, our mission is broader.

We want to help reshape the way educational support is designed, delivered, and understood. That means creating tools and experiences that are not only academically rigorous, but also aligned with how children think, learn, and grow in confidence.

In a sector often dominated by static worksheets and narrow performance metrics, NeurofiED stands for something more ambitious: education informed by science, delivered with purpose, and enhanced by technology.

The NeurofiED difference

NeurofiED exists because learning deserves better design.

We bring together the insight of a master educator, the precision of a neuroscientist, and the systems thinking of a software architect. That combination allows us to approach educational preparation - especially for demanding routes such as the 11+ and private school entrance - with unusual depth.

For parents, that means a clearer path through a noisy landscape.

For learners, it means support built not only around what they need to know, but around how they learn best.

That is our story.

And we are only just getting started.