How One Niche Blog Became a Category Leader
PositivePsychology.com started as a simple blog and grew to serve over 19 million users before successfully selling in an 8-figure exit. It’s now a standout case study in selling an edtech business the right way. When Seph Fontane Pennock launched the platform in 2013, it was built from curiosity and frustration. Alongside co-founder Dr. Hugo Alberts, the team created one of the most trusted digital resources for mental health professionals worldwide. While Seph had started PositivePsychology.com as a personal blog in 2013, it wasn’t until 2015 that the business took shape. That year, they launched their first product and shifted from a passion project into a revenue-generating platform for professionals.
That first product was Mindfulness X, a science-based mindfulness training program. It wasn’t just successful it was a surprise hit. The response validated the market demand and gave Hugo the conviction to leave his university post and focus fully on building the company.
“We were Googling around and couldn’t find anything credible. So, we said let’s build it ourselves.”
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Growth Through SEO: Building Toward Selling an EdTech Business
Instead of spending on ads, the team relied on an SEO-led strategy publishing long-form, science-backed content that ranked organically and converted highly targeted users.
The strategy:
- In-depth keyword research
- Evergreen articles built around user intent
- Downloadable tools backed by psychology research
The focus wasn’t just on traffic. Metrics like engagement, conversions, and retention became key drivers of valuation. Here’s how to identify the right ones.
This organic foundation not only scaled their reach, but became a major driver of the business’s valuation at exit.
Why the Founders Decided to Sell
After nearly a decade, Seph and Hugo reached a familiar founder crossroads: the business was thriving, but their personal growth had stalled. They had begun working on a new venture the SaaS platform Quenza and were ready to transition.
“We weren’t burned out. We just needed a new mountain to climb.”
They had received acquisition offers before. But it wasn’t until they heard from FE International that the process began to feel right.
Partnering With FE International
FE International brought clarity, calm, and a proven process. Their “no cure, no pay” approach gave the founders the freedom to explore the market with zero upfront commitment.
“I always felt like I could ask anything and got a clear, honest answer every time.”
The FE team guided the founders from valuation to closing, navigating legal, financial, and negotiation complexities.
Not sure if you should go it alone? Here’s a breakdown: Should I Sell My Online Business Myself?
The Right Buyer: Eden Capital & Intelvio
FE International introduced Eden Capital, a private equity firm focused on education and healthcare. The opportunity wasn’t just to acquire a content platform, but to combine it with Phlebotomy Training Specialists (PTS) and form a new company: Intelvio.
The new venture would offer:
- Online psychology training from PositivePsychology.com
- Hands-on certification from PTS
- Broader healthcare training coverage for the U.S. market
Most importantly, Eden chose to retain the existing team, brand voice, and operational model signaling alignment with the founders' vision.
“The soul of the business stayed intact. That was the most important thing to us.”
See the official announcement on Yahoo Finance.
Want to understand how content businesses are priced today? Here’s how valuation works in 2025
The Exit Moment
The deal closed in New York. For Seph, it was surreal. For Hugo, it was emotional.
“It’s not just a business. It’s something you created. Watching it grow in someone else’s hands that’s powerful.”
Thinking about what your exit could look like? Whether you’re building an edtech, SaaS, or hybrid model, this SaaS Exit Planning Overview offers insight into how to prepare early.
What Founders Can Learn From Selling an EdTech Business
This exit wasn’t just about timing or valuation it was about doing it right. If you're thinking about selling an EdTech business, here's what matters most:
- SEO-first growth models attract serious buyers
- The right buyer will scale your mission, not strip it
- Experienced M&A advisors unlock better outcomes
FE International specializes in selling content businesses like this with strategy, clarity, and the right buyer fit. Curious how valuations shift across industries? See our latest Industry Reports – 2025.
As first-time sellers, Seph and Hugo quickly realized the importance of being prepared. From organizing legal documents to aligning on non-negotiables early, the M&A process was a crash course in company building. Today, they’re applying those lessons to build their second company, with scalability and exit-readiness in mind from day one.
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Read: Profitable From Day One – A SaaS Exit Story
