Context is an interactive tool that takes users through immersive and engaging stories that put them in the context of the situations they are likely to encounter whilst abroad. Throughout these stories, users are asked questions about the situations they face and how they should respond in a culturally appropriate manner. This vehicle of delivery solidifies the information in the mind of the user and ensures the knowledge has context. Finally, by using sign-up questions to assess the past-experience, desired learning and demographic segmentations of each user, Context leverages AI to personalise the learning journey. All of this is delivered via a mobile application. By building from a foundation of awareness, respect and humility, Context aims to lead the pioneers of the world in their journey for a wider and more reliable perspective on successful interaction across cultures.

Context uses a B2B licensing model to cater to three of the four demographics it aims to serve - these being Universities, Volunteering Organisations and International Businesses. Integrated into this is also a freemium upgrade model with advertising for backpackers who just need a bit of context on their travels. With that in mind, Context offers a powerful ROI for both its customers - these being the organisations, and its users - those who are employed, work or study within the organisations.