Joel Freedman, founder of Independent Learning Strategies (ILS), has built a tuition business that goes far beyond traditional tutoring. Alongside his mum and co-founder, Alex Freedman, the pair blend practical study strategies with mindset coaching to help students learn smarter — not harder. Their approach combines mindset development, revision techniques, and a deliberate non-teacher persona, all aimed at helping students maximise their learning efficiently. Here, Joel shares his journey, philosophy, and how he leverages technologies like TutorCruncher to scale and manage his business effectively.

Spotting the Gap: From Frustration to Opportunity

What set ILS apart from the beginning was the influence of Joel’s mum and co-founder, Alex Freedman. Her mindset coaching background brought structure, depth, and a holistic dimension to what had started as a Maths tutoring practice.

“My mum’s my co-founder, which I guess is an interesting quirk. Mother & son business.”

Alex brings a professional background in mindset coaching, specialising in presence, stress management, nerves, executive functioning, time management, and helping students overcome limiting beliefs. Together, they merged Joel’s revision systems with Alex’s mindset expertise - a combination that forms the backbone of ILS’s coaching approach.

ILS began with a simple observation: traditional tuition often focuses narrowly on content rather than teaching students how to learn. Joel noticed a gap for a service that could transform a student’s approach to studying, rather than just feeding them more information.

“What I sell to Jimmy is that my claim is I can save you time. I can teach you how to do 45 minutes better than an hour, and then get you back to FIFA. That’s worth trying because in the bigger picture, you’re going to save many hours.”

This philosophy drove the creation of ILS — a company that emphasises efficiency, mindset, and revision skills instead of conventional teaching. Joel wanted students to engage with learning without the intimidation or rigidity often associated with formal education.

The Non-Teacher Approach: Catching Students Off Guard

A defining feature of ILS is its deliberate departure from the traditional teacher persona.

“We’re very much not teachers. No disrespect, but we’re the opposite, and it catches people off guard quickly. Then we go into, ‘Hey, my claim is I teach you how to do better in less time. If you hate my face at the end of this, don’t come back.’ Let’s see if I live up to my claim.”

This approach resonates especially with teenagers. By being authentic, relatable, and occasionally irreverent, Joel and his team gain trust and engagement.

As Joel explains, students quickly realise he’s not just saying he can help — he proves it in a way they don’t expect from a typical tutor.

Their coaching style also incorporates mindset principles. ILS works with students to develop confidence, resilience, and efficient learning habits, making revision sessions about more than just content - they’re about building independent learning strategies.

Working with Parents and Students: Managing Expectations

Joel is acutely aware that parents are investing significant sums and need tangible evidence of value.

“Sometimes it’s obvious, sometimes it’s less obvious. It’s our job to bring the parent in and deliver that tangible perception of value - tools, tips, tricks, strategies, and resources. You can decide what price point that’s worth to you.”

When it comes to skeptical students, Joel describes his approach with humor and honesty.

“If Jimmy doesn’t like the coach, then we need to re-match him immediately. If it’s only mediocre, that’s not good enough. From Jimmy’s perspective, it’s quite the effort to try it.”

By listening to students and matching them to coaches who suit their personality and learning style, ILS ensures engagement and progress.

Growth, Sales, and Marketing: Hands-On Leadership

Joel is highly involved in sales and marketing, describing it as both his passion and a challenge:

“I absolutely love it. I love chatting to parents. It keeps my feet wet, and I feel like I’m quite good at it and I enjoy that.”

ILS primarily works with warm leads generated through Facebook and Instagram advertising, along with referrals. Joel reflects on the evolving landscape:

“In 2026, you know, we will grow in marketing and sales and in full-time employees. It’s going to be a big year for us. Hopefully, we can develop ourselves.”

He also discusses the impact of AI and changing parent behavior on marketing, noting that parents today are more tech-savvy and rely on reviews and referrals rather than random social media ads. Yet, Joel balances this with authenticity, ensuring that ILS’ advertising feels approachable and genuine, rather than over-polished.

Operations and TutorCruncher: The Backbone of ILS

A key factor in ILS’ success is its use of TutorCruncher, which Joel calls “revolutionary.”

“I can’t imagine not using it. It’s enormously impactful. I literally don’t consider your invoice. It doesn’t factor into my thinking. What matters is how it helps me manage relationships and operations easily and centrally.”

TutorCruncher allows Joel and his team to track lessons, manage communications, handle invoicing, and oversee student progress efficiently. Features like split payments, automated notifications, and integration with tools like Zapier make it possible to scale without losing the personal touch.

“We’ve got it set up now so that the team get notified when a trial session happens. Huge game-changer. Personalization, automation - it saves us a huge amount of time.”

This centralised system enables ILS to focus on delivering value to students while keeping operations smooth and manageable - a crucial advantage as the company grows.

Expansion and Vision for the Future

Looking ahead, Joel plans to grow ILS strategically, aiming to expand the team while maintaining the company’s unique ethos.

“In 2026, we’ll have more full-time staff. There’ll be a big change to the business; pensions, HR, all these different things.”

He also envisions opportunities in schools: “I could imagine doing free workshops in schools and then advertising our services in return. That’s a way to expand while keeping our identity intact.”

Joel is clear that his goal isn’t just financial. He aims to create a sustainable lifestyle business that balances professional achievement with personal freedom:

“I very much think we could achieve them in sort of five to ten years from now. Having a team, a really good lifestyle business where we can play golf on weekdays and work at 7pm on a Sunday. That’s the type of company I want to build.”

Advice for Aspiring Tuition Entrepreneurs

Joel’s advice to others looking to start a revision or mindset tutoring business is grounded in honesty, risk-taking, and sales skills:

“Do it. As long as you’re honest about what you’re delivering, go for it. The best and worst part of this job is working with so many people. You’re going to have challenges, but also a lot of opportunity.”

He emphasises that parents will invest if they believe in the tutor, making sales ability just as critical as tutoring expertise. Joel also acknowledges the privilege and opportunity in starting a business young, before major personal commitments arise.

Redefining Tutoring with ILS

Independent Learning Strategies has carved out a unique space in the tuition market. By combining revision coaching, mindset development, and a deliberately non-teacher approach, Joel Freedman has created a model that engages students in ways traditional tuition cannot. The company’s careful use of technology like TutorCruncher, coupled with Joel’s hands-on approach to growth, marketing, and operations, ensures that ILS is set to scale while staying true to its mission: helping students learn more efficiently, confidently, and independently.

“We’re very much not teachers… and then the student is hooked, and they’re interested."

It’s this combination of authenticity, strategy, and innovation that makes ILS a standout in the education space.