Learning English has never been as enjoyable and effective as with the apps designed by Alphary. Using state-of-the-art technology and the renowned suite of Oxford learner dictionaries, FeeBu – Alphary’s Feedback Butterfly – offers a ‘gamified’ learning experience that features personalised feedback. Great things often have small beginnings. That is certainly true for Alphary. In a sleepy town near Basel, a chance encounter of Alphary’s founder Daniel Gorin and a young English teacher named Alex marked the beginning of the company’s successful journey. “One day, I asked Alex to test the phase6 flashcard and vocabulary memorisation software I had invented as a student,” CEO Gorin remembers. “My hopes of a lucrative deal with his private school were crushed, however, when Alex told me straight to my face why he wouldn’t use phase6 in his classroom.“