MALMÖ, SWEDEN & COPENHAGEN, DENMARK — 29 April, 2026 — WOOF, the digital platform for classroom wellbeing and student engagement, today announced an exclusive master distribution agreement with NE (Nationalencyklopedin), Sweden’s premier provider of digital educational content. The partnership integrates WOOF’s wellbeing tools into the primary digital ecosystem used by the vast majority of Swedish educators.
The collaboration follows a successful pilot phase and marks a significant milestone in WOOF’s international expansion. Under the terms of the agreement, NE, which currently serves more than 80% of Swedish school districts, will serve as the exclusive distributor of WOOF in the Swedish market, providing a seamless pathway for national adoption.
Integrating Wellbeing into the Instructional Core
As school systems globally prioritize the link between student mental health and academic performance, the WOOF-NE partnership provides a turnkey solution. By embedding WOOF directly into the NE Platform, Swedish educators can now access real-time insights into student sentiment and classroom dynamics as a natural part of their daily teaching, rather than as a separate “side project.”
This evidence-based approach is reinforced by WOOF’s ongoing collaboration with researchers at the University of Chicago, which explores the profound impact of school belongingness on core academic outcomes. Findings from this work observe a critical correlation between a student’s sense of belonging and their performance in Mathematics, proving that emotional safety is a prerequisite for the “productive struggle” required in STEM subjects.
“Every day, we meet with schools looking for concrete, easy-to-use tools to support student wellbeing,” said Gustaf Olsson, Head of Sales at NE. “With WOOF, we can offer a simple way to get started, providing teachers with both immediate insights and practical ideas for their instruction.”
Mathias Probst, CEO of WOOF, emphasized the strategic importance of the launch: “Our mission is to provide teachers with the actionable data they need to support the whole child. By partnering with an organization as deeply rooted in the school system as NE, we are proving that wellbeing is not a distraction – it is the foundation of learning. When students feel better, they learn better.”
Market Reach and Growth Strategy
The partnership is designed for rapid scale, with a strategic goal of reaching 50% of all Swedish schools within three years. This expansion reinforces WOOF’s growing international footprint, which now spans Denmark, Sweden, Norway, and the United States, positioning the company as a key player in the global High-Quality Instructional Materials (HQIM) support market.
By combining NE’s trusted pedagogical content with WOOF’s digital methodology, the partners are creating a structured, teacher-friendly way to improve classroom climate and “productive struggle” in real time.
About WOOF
WOOF is a digital platform designed to develop classroom wellbeing through anonymous student check-ins and collaborative activities. By transforming student feedback into actionable insights, WOOF helps teachers strengthen belonging, motivation, and engagement. Headquartered in Copenhagen, Denmark, WOOF helps teachers build the trust and belonging necessary for academic risk-taking.
About NE (Nationalencyklopedin)
NE is the cornerstone of the Swedish digital classroom. Providing curriculum-aligned resources to over 80% of Sweden’s school districts, NE combines high-quality content with innovative technology to support teachers and students from primary school through higher education.
