Electivity Scales After-School Enrichment by Putting Community First

For working families, after-school programs are a critical part of how children learn, explore, and stay supported beyond the classroom. Electivity, a 2025 Honoree in the Micro-Business Leaders category of the CO—100 awards, was created with that need in mind. 

Founded in 2015, the education services company partners with K–8 schools to design, manage, and deliver high-quality after-school enrichment programs tailored to each school community. By centering schools, families, and independent instructors equally, Electivity and its small but mighty team have created a scalable enrichment ecosystem rooted in trust and access.

Designing enrichment around real family needs

Electivity offers a fully managed solution for after-school enrichment, handling every operational detail, from instructor recruitment and curriculum planning to registration, communication, and customer service. Programs span STEM, arts, sports, languages, and hands-on learning, with both in-person and virtual options customized to each school’s needs.

The idea grew from Co-founder Claudine Ng's personal experience as a working mom. 

“I was searching for enriching after-school programs that would engage my children in meaningful, joyful ways—programs that weren’t just convenient, but impactful,” Ng told CO—. “When I couldn’t find what I was looking for, I decided to create it myself.”

That empathy-driven origin continues to shape Electivity’s approach. Programs are designed by thinking first like parents, then like operators: They prioritize safety, quality, and joy while offering sustainability and ease for school administrators. 

Electivity also partners closely with PTAs and school leadership, forming advisory groups that provide ongoing feedback and help tailor offerings to each campus. Rather than imposing a standardized catalog, Electivity builds enrichment around community context to ensure programs feel relevant, inclusive, and trusted.

Staying small while supporting a growing network

With a core team of fewer than five employees, Electivity has intentionally resisted traditional scale-through-headcount growth and instead focuses on strategic partnerships within the community.

“Rather than building a massive internal team, we collaborate with passionate small business owners and independent instructors … to deliver rich, real-world learning experiences on school campuses,” Ng explained.

Electivity handles logistics, billing, scheduling, and communication, allowing instructors to focus on teaching and creativity. This lean structure allows Electivity to remain flexible and cost-efficient while delivering a wide range of high-quality programs. Revenue-sharing models align incentives across schools and providers, creating a sustainable ecosystem where growth benefits all participants.

Technology also plays a key role. Online registration systems, automated communications, and digital marketing tools streamline operations, ensuring the small team can manage multiple school partnerships without sacrificing service quality.

Turning crisis into clarity and trust

Electivity’s adaptability was tested during the COVID-19 pandemic, when school closures threatened its on-campus model. 

“Our entire business—built around on-campus, in-person enrichment—was suddenly at risk,” Ng said.

Rather than pausing operations, Electivity pivoted quickly and launched free virtual enrichment classes within a week. Behind the scenes, the team restructured systems and absorbed platform costs to keep programs accessible.

“We prioritized empathy and access, offering creative programs like art, language, cooking, and storytelling online—available to any family, regardless of their ability to pay,” said Ng. “We knew parents needed support, and kids needed connection and engagement.”

The pivot sustained the business and shaped how Electivity operates today: with agility, compassion, and a commitment to meeting people where they are.

Measuring success beyond scale

Electivity measures success through multiple lenses: parent and student satisfaction, repeat participation, school retention, and instructor outcomes. Growth is largely driven by referrals and long-term partnerships rather than advertising, which reflects the trust they’ve built within school communities.

For Ng, the most meaningful indicators are often qualitative.

 “Whether it’s a parent telling us their shy child finally found ‘their thing,’ or a school administrator noting how our program boosted family engagement, we use those moments as milestones,” she said.

As a CO—100 Micro-Business Leaders Honoree, Electivity demonstrates that small teams can create an outsized impact. 

“Our success is not just in scale, but in the quality and heart of what we deliver,” said Ng. “If we’re making education joyful, accessible, and community-powered, then we know we’re on the right track.”

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