We’ve ruffled a few feathers. When we launched our new Kiitab App, some parents saw our messaging as discouraging children from attending madrasah, criticising traditional Qaidah learning, or suggesting that an app can replace teachers.
So we felt it was only right to set out our position clearly.
Nothing replaces a great in-person learning experience
We strongly believe that a great madrasah, with knowledgeable teachers who inspire and nurture children, is a huge blessing for any parent to find.
There are some outstanding madrasahs doing remarkable work. Teachers give their time, energy, and hearts to educate the next generation, often with limited resources and little recognition. If you’re a parent who has such an institution close to you, Alhamdulillah.
But that isn't the case for everyone.
Our vantage point is different
Over the years, Learning Roots has been in contact with over 2000 madrasahs across the UK and US. This has given us a different perspective from parents whose experience may be based on a few local institutions.
The reality is that the wider landscape of madrasah experiences varies considerably. Some institutions set very high standards, but many others fall short.
For some children, progress is slow, teaching quality is poor, and classes are oversubscribed. For some families, the schedule simply doesn't work. In other cases, children become disengaged altogether.
Kiitab is intended to help bridge the quality gap
Our intention in building the Kiitab App was always to raise the standards of Islamic education for the Ummah as a whole. For some families, the best option will absolutely be an excellent local madrasah. For another family, Kiitab App may offer convenient access to quality teaching, clearer visibility of progress, and a more engaging learning experience.
AI cannot replace a great Quran teacher
One of our biggest fears was a future where children are taught Quran by AI. Since the time of the Prophet (S), the Quran has been passed down from one soul to another. We are not breaking that chain. Instead, Kiitab App preserves that sacred connection by keeping real human teachers at the centre of the learning experience.
Then why has the marketing been so direct?
When a parent sees their child attending madrasah week after week but making very little progress, that's a legitimate concern. When a child has become completely disengaged from learning, that's a legitimate concern. And when the practicalities of pick-ups and drop-offs create significant pressure on family life, that is real too.
Using these pain points to market a genuine solution isn't an attack on the madrasah institution. It is simply an acknowledgement that the word ‘madrasah’ encompasses a wide spectrum of experiences and quality. And that distinction matters.
Our marketing deliberately speaks to these pain points because the parents experiencing them are the ones Kiitab App is designed to serve most.
Parents deserve the full picture
We understand why some of our recent messaging has raised a few eyebrows. For parents whose own madrasah experience has been overwhelmingly positive, speaking openly about shortcomings elsewhere can feel uncomfortable. In many ways, we are glad that so many parents feel strongly about protecting and valuing institutions that have served our communities for generations.
At the same time, our view across the wider madrasah landscape tells us a different story. When you look across thousands of madrasahs, you'll see substantial differences in quality and experience that parents should know about.
This doesn't need to become madrasah versus Kiitab App. Often, the best answer is a wonderful local madrasah. When that's not available, a different model will serve a child better.
What matters is the aim we are trying to achieve: children learning their deen from great teachers, making meaningful progress and developing a lifelong love for Islam.
That's what excellent madrasahs are working towards. And that's what we're working towards too.
May Allah guide us all to that which pleases Him.