Ello is an AI read-along companion who listens, teaches, and transforms children into enthusiastic readers. Pulse 2.0 interviewed Ello co-founder and Chief Experience Officer (CXO) Elizabeth Adams to learn more about the company.
Elizabeth Adams’ Background
What is Elizabeth Adams’ background? Adams said:
“My background is in clinical psychology for young children, with over 15 years of experience in child development and behavior. I’ve worked with children and families across schools, clinics, hospitals, and community settings, learning about what helps children thrive at home and in school.”
Formation Of Ello
How did the idea for the company come together? Adams shared:
“In 2019, my co-founders, Catalin, an AI expert, and Tom Sayer, a former Google Education executive came together with a shared passion for education. When the pandemic struck, my five-year-old daughter Lili struggled with reading. I found most apps either non-educational, too game-like, or boring and difficult for kids.”
“Determined to improve this, we pivoted from our original project to create Ello, an AI-powered app designed to enhance reading skills. Our goal was to provide effective literacy instruction at a fraction of the cost of traditional tutoring, thus improving access to education for families.”
Favorite Memory
What has been your favorite memory working for the company so far? Adams reflected:
“Hearing from happy families is incredibly rewarding. Having worked closely with families, I understand the challenges of supporting a child struggling academically. It’s fulfilling to know we’ve created something that helps children read and fosters a love for reading. Launching on the app store in 2022 felt like a leap of faith, but the positive feedback started rolling in, including heartfelt messages like, ‘Thank you for helping my younger brother learn to read.’”
“Watching our company grow has also been rewarding. We started with three people, and now we’re over 40. Last year, we held our first global team offsite, bringing together talented individuals from Kenya, Brazil, and beyond. It was amazing to see a dedicated group who chose to join Ello to improve literacy for children worldwide.”
Core Products
What are the company’s core products and features? Adams explained:
“Our core product, Read with Ello, is an app for iPhones and iPads designed to help children learn to read. Parents provide information and we determine their child’s reading level, and they are assigned decodable books tailored to that ability, aligned with a structured phonics program. Children read aloud to Ello, our animated turquoise elephant, who listens for mispronounced words and provides gentle correction.”
“Ello encourages progress by using child behavior psychology, providing growth mindset motivation, engaging kids with relevant content, and rewarding them as they work hard and make progress. As they complete books and lessons, they advance through 208 reading quests from kindergarten to third grade.”
“Recently, we released a new feature called Storytime, where children can create their own stories based on their interests. They can choose a character, plot, and setting—like a whale in space searching for treasure—and receive a custom book at their reading level.”
Challenges Faced
Have you faced any challenges in your sector of work recently? Adams acknowledged:
“There are so many reading apps available for families now, which is fantastic—it’s great that children and families have access to tools that weren’t available before. As a company, our focus now needs to be on honing our message to clearly communicate what makes Ello unique, and then ensuring users have a delightful experience once they start using the app. Another important aspect of this sector is the rapid pace of technological change, so it’s essential to stay ready and adaptable to keep up with new advancements.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Adams noted:
“The improvement of generative AI technology has really boosted our capabilities as a company. For instance, when we set out to launch a fully digital version of our product with 800 original books, generative AI helped us accomplish that much faster. We had teachers and illustrators involved in the process alongside the AI to ensure each book met our high standards. We were able to write 800 books in just six months—more, as far as we know, than what the largest children’s publisher has produced in that timeframe. This technology also enabled us to introduce the Storytime feature, allowing children to create their own custom books on the fly.”
Significant Milestones
What have been some of the company’s most significant milestones? Adams cited:
“This year, we made major strides toward our goal of democratizing access to one-on-one reading instruction by lowering our price and increasing the number of devices that work with Ello. In January, we released the digital version of our product, which made Ello accessible to more families by offering it at a lower price point. We’re also proud to have launched the Ello Access Program, allowing families receiving government benefits to subscribe also increased our reach; many more families have iPhones than iPads, so now even more children can access Ello. Alongside the access program, these initiatives have truly expanded Ello’s reach to families who need it most.”
Customer Success Stories
After asking Adams about the company’s customer success stories, he highlighted:
We’re extremely careful about children’s privacy, so we can’t share specific stories. However, we often hear from families about the incredible progress their children have made. Here are a few reviews we received in October 2024:
- “Best decision I made, my daughter has confidence in reading alone and has gotten so much better as she is reading more.” -Yvette M.
- “My son used Ello and loved it. He was confident and read more than he had before and really enjoyed the books that were available. I love how it listen to him and helps him sound out words that he struggled with. We love it.” -Jenny O.
- “I’ve used a ton of the other reading apps for my child that has trouble reading. None of them have worked but with just a couple weeks of Ello she has blossomed soooo much and loves to read. Her improvement is more in the last 2 weeks than we have had in the last year. She loves the app and your kid will too!” -ProudMom123! (app store review)
Funding
When asking Adams about the company’s funding details, he revealed:
“We raised our Series A in the summer of 2023, which has fueled key developments to expand access and affordability. This funding has enabled the impactful growth and milestones we’ve achieved since then.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Adams assessed:
“Ello is only available in the United States at the moment, but our vision is for every child around the world to grow up with a trusted learning companion they can access on any mobile device. With the global reach of smartphones and rapid technological advancements, we believe this will be possible in the near future.”
Differentiation From The Competition
What differentiates the company from its competition? Adams affirmed:
“One of our favorite taglines is, ‘Other apps read; Ello listens.’ Unlike other apps that read aloud to children, Ello uses advanced speech recognition technology to listen to children as they read, fostering confidence.”
“Additionally, Ello isn’t a game. Many families find that typical reading apps feel too game-like and lack true educational value. Ello strikes a balance—it’s educational, beautifully designed, and engaging for kids, making it both effective and delightful.”
Future Company Goals
What are some of the company’s future company goals? Adams concluded:
“Our goal is to democratize access to one-on-one reading instruction. To achieve this, we focus on two key areas: expanding access to our product and continually enhancing the product itself.”
