General Assembly

Name

General Assembly

Legal name

General Assembly Space, Inc.

Website

https://generalassemb.ly

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Professional Technology Training

NAICS

Computer Training (611420), Computer Training (61142), Professional and Management Development Training (61143), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200), Services-Management Consulting Services (8742)

akta.pro primary industry

Data Science, Machine Learning & AI (Modeling, MLOps, GenAI) (EDABAFAE)

akta.pro secondary industries

Enterprise Applications & ERP/CRM (SAP, Oracle, Salesforce, Workday) (EDABAFAJ), Technical Bootcamps & Accelerated Reskilling (Full-time/Part-time) (BPAEANAE)

Keywords

• Tech skills training
• AI workforce upskilling
• Coding bootcamps
• Enterprise learning programs
• Professional career training

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Individual course tuition: One-time course tuition for individuals enrolling in AI, Data, IT, Machine Learning, Marketing, Product Management, Software Engineering, and UX courses. Courses run full-time for one week or part-time for 10 weeks (32 hours per course). UK price points referenced around £9,000.
2. Enterprise training contracts: B2B contracts for AI Academy, AI for Leaders, Professional Services, and Team Training delivered for groups of 1 to 1,000+ employees at Fortune 500 companies and other large organizations. Includes custom curriculum development and tool-specific workshops.
3. Workshop fees: Paid workshops of 1-3 hour sessions offered as introductory entry points for individuals exploring a new AI skill. Free 'Survival Skills Series' classes also offered for demand generation.
4. Affiliate referral commissions: Revenue share paid to affiliate partners via Partnerize — $45 per lead for courses and 10% per workshop enrollment. Last-touch attribution with a 30-day click window for workshops.
5. Government grant-funded sponsored cohorts: Community-based cohorts sponsored by employers (Adobe, John Deere, M&T Bank, Uber and others) and funded via Workforce Innovation and Opportunity Act (WIOA) grants in states such as Arizona, Colorado, Idaho, Kansas, Louisiana, Massachusetts, New Hampshire, New York, North Carolina, Ohio, Oregon, Utah, and Washington. Singapore programs supported by government subsidies covering up to 90% of tuition.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

General Assembly provides live, cohort-based technology and AI training delivered both to enterprises (AI Academy, AI for Leaders, Professional Services, and Team Training for 1-1,000+ employees) and to individual professionals (32-hour courses, short workshops, and bundled four-course learning pathways in AI, data, IT, machine learning, marketing, product management, software engineering, and UX). The company also operates community reskilling cohorts funded by employer sponsors, nonprofits, and government grants (WIOA in 13 US states, Singapore government subsidies covering up to 90% of tuition), and issues digital credentials through Canvas Credentials powered by Parchment.

Product overview

General Assembly (part of LHH within The Adecco Group) offers a modular, platform-style catalog of AI and tech training products built around three core delivery modes: short workshops, full courses, and multi-course learning pathways. At the enterprise level, the AI Academy anchors the offering with a three-stage progression (AI-Enabled, AI-Augmented, AI-Superpowered), complemented by the premium AI Leadership Transformation Program (delivered jointly with EZRA), Professional Services for custom curriculum, and Team Training for cohorts of 1–1,000+ employees. For individuals, the offering is organized into seven learning pathways (AI Fundamentals, AI Data Analytics, AI & Machine Learning, AI Marketing, AI Product Management, AI Software Engineering, and AI Experience & Design), each bundling four related courses plus individual workshops such as AI Agent Discovery, AI for Data Analysis, and AI for Workplace Efficiency. A free Survival Skills Series and the annual State of Tech Talent research report support top-of-funnel demand, while a Community Reskilling Program delivers sponsored cohorts to underrepresented learners. Digital credentials for completed courses and pathways are issued through Canvas Credentials, powered by Parchment.

Differentiator

Problem solved

Functional benefit

Products and services

• AI Academy Three-stage enterprise AI training program (AI-Enabled, AI-Augmented, AI-Superpowered) tailored for C-suite, HR/L&D, and technical/operational leaders at Fortune 500 and large organizations, customizable with expert speakers, 1:1 coaching, in-person delivery, and AI-readiness assessments.
• AI Leadership Transformation Program Six-month exclusive, confidential program delivered jointly with EZRA, combining 21 hours of AI-Superpowered Leader Curriculum, expert speaker sessions, internal strategy labs, and three personalized 1:1 coaching sessions per leader. Designed for one enterprise leadership team at a time.
• AI for Leaders Specialized training track for C-suite and senior leaders on strategic AI adoption, including the AI Leadership Transformation Program with EZRA.
• Professional Services Custom curriculum development, leadership alignment, and tailored AI program design for enterprise clients.
• Team Training Cohort-based AI team training for groups of 1 to 1,000+ employees, with tool-specific workshops and team-based learning delivered in-person at client sites or online.
• IT Bootcamp Full-length IT training program available in select U.S. states under the WIOA Workforce Innovation and Opportunity Act grant program.
• AI Fundamentals Pathway Bundled pathway of four courses (Vibe Coding, Agentic AI Strategy, Build AI Agents, AI Workplace Fundamentals) for professionals building foundational AI capability; issues a pathway-specific digital badge on completion.
• AI Data Analytics Pathway Bundled pathway covering the full data lifecycle, from Data Analytics & Visualization through Database Management with AI Integration to Applied AI & Deep Learning in Action and Python for AI & Data.
• AI & Machine Learning Pathway Bundled pathway for production-grade AI applications, including Data Engineering & Automation with AI, AI Systems Engineering & Reliability, MLOps & AI Infrastructure, and Applied AI & Deep Learning in Action.
• AI Marketing Pathway Bundled marketing pathway combining Performance Marketing with AI, Creative Production with AI, Content Marketing Strategy with AI, and Business Intelligence with AI.
• AI Product Management Pathway Bundled product pathway covering AI-First Product Management, Project Management Skills with AI, AI Product Strategy, and Business Intelligence with AI.
• AI Software Engineering Pathway Bundled engineering pathway covering Front-End Development with HTML & CSS, Back-End Development with JavaScript, Build AI Web Applications, and AI Systems Engineering & Reliability.
• AI Experience & Design Pathway Bundled design pathway covering UX Research & Strategy with AI, UX Design for AI Experiences, UI Design for AI Products, and UX Portfolio Storytelling with AI.
• Free Survival Skills Series Four-week free beginner-friendly class series covering Generative AI Basics, AI for PMs, AI for Data Analysis, AI for Marketing, Vibe Coding 101, AI in UX Design, and Interview Prep, delivered in North America, Singapore, and Europe.
• Community Reskilling Program Workforce development initiative partnering with employers (e.g., Adobe, John Deere, M&T Bank, Uber), nonprofits (St. Nicks Alliance, TechBuffalo), and government grants (WIOA) to enroll underrepresented learners into GA programs at no out-of-pocket cost.
• Individual AI and Tech Courses Live online 32-hour courses covering AI Fundamentals, Data Analytics, IT, Machine Learning, Marketing, Product Management, Software Engineering, and UX disciplines, delivered full-time over one week or part-time over 10 weeks by current AI practitioners in small cohorts.
• AI and Tech Workshops Short 1-3 hour workshops including AI Agent Discovery, AI for Data Analysis and Visualizations, AI for Workplace Efficiency, and other introductory sessions offered as entry points for individuals exploring a new AI skill.

Quantifiable outcome

• 96% of recruiters report technical roles remain difficult to fill
• +9 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability12 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Adecco Group (parent company)flagshipStrategic or Co-development PartnerGeneral Assembly is part of LHH within The Adecco Group, the second-largest global staffing firm in the world. The relationship provides General Assembly with a real-time pulse check on today's most in-demand tech skills plus direct access to hiring partners. Adecco Group EEO statements and Modern Slavery Act Statement are referenced on the GA site.
• EZRA (LHH/Adecco leadership coaching company)coreStrategic or Co-development PartnerCo-developed the AI Leadership Transformation Program with EZRA's GenAI-certified coaches providing three 1:1 personalized coaching sessions per leader. EZRA's behavioral-science grounded coaching focuses on habit formation, personal AI use, and influence around AI transformation, complementing GA's AI curriculum.
• Canvas Credentials (powered by Parchment)coreTechnology or IntegrationGeneral Assembly has adopted Canvas Credentials, powered by Parchment, to enhance its digital badging system for verifying skills and supporting job readiness. The implementation is underway across various GA programs to align with broader skills-based recognition and workforce development trends.
• PartnerizecoreTechnology or IntegrationAffiliate program platform powering General Assembly's partner program. Provides tracking links, images, copy, and performance dashboards; offers $45 per course lead and 10% per workshop enrollment payouts to affiliates.
• LHH (Lee Hecht Harrison)flagshipStrategic or Co-development PartnerGeneral Assembly operates under LHH within The Adecco Group. LHH and General Assembly jointly released the State of Tech Talent 2026 report and partnered on LHH's 2026 Technology Hiring Guide exploring how tech roles are evolving.
• St. Nicks AllianceminorImplementation/ SI/ Consulting PartnerNonprofit partner collaborating to identify and support students from non-traditional tech backgrounds for General Assembly programs. Programs are funded through external grant funding and run on a per-cohort basis.
• TechBuffalominorImplementation/ SI/ Consulting PartnerNonprofit partner collaborating to identify and support students from non-traditional tech backgrounds for General Assembly programs. Programs are funded through external grant funding and run on a per-cohort basis.
• Humana (community reskilling sponsor)minorGTM or Marketing PartnerLinchpin employer partner that spearheaded and supported the Sacramento community reskilling case study, making strategically driven investments to strengthen talent pipelines.
• Microsoft (community reskilling sponsor)minorGTM or Marketing PartnerLinchpin employer partner that spearheaded and supported a community reskilling case study (alongside Humana and M&T Bank), making strategically driven investments in partnerships that help strengthen talent pipelines.

Scale indicators8 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Pluralsight: Pluralsight (Vista Equity-backed) is an enterprise technology skills platform with strong overlap on AI/data/cloud upskilling sold into Fortune 500 L&D buyers — comparable on enterprise GTM and tech skills catalog, though delivery is async rather than cohort-based.
• Springboard: Springboard is an online mentor-led bootcamp focused on data, AI, software engineering, UX, and tech career tracks — a near-mirror of GA's pathway structure and a direct competitor for the same individual learner demand.
• BrainStation: BrainStation runs cohort-based technology training in AI, data, web development, UX, and product across North America and globally, directly overlapping with GA's individual course catalog and enterprise upskilling thesis.
• Flatiron School: Flatiron School is a US-based immersive coding and data science bootcamp with a comparable cohort-based, instructor-led model and a parallel enterprise/individual offering — historically GA's most direct US bootcamp peer.
• Codecademy: Codecademy (now part of Skillsoft) provides interactive tech and data/AI training with a strong individual learner funnel and enterprise tier, overlapping with GA's software engineering, data, and AI Fundamentals pathways.
• DataCamp: DataCamp specializes in data, AI, and Python skills training for individuals and enterprises, directly overlapping with GA's AI Data Analytics and AI & Machine Learning pathways and competing for the same data learner demand.
• Simplilearn: Simplilearn (Blackstone-backed) is an online professional training provider with bootcamp-style programs in AI, data, cloud, and software engineering, plus an enterprise channel — directly comparable on catalog and target buyer to GA.
• Udacity: Udacity offers AI, data, and programming nanodegree programs with a similar career-transformation positioning and Fortune 500 enterprise channel, competing head-on with GA's AI/ML pathways and AI Academy.

Broad incumbents

• Coursera: Coursera is a scaled online learning platform partnering with universities and tech companies to deliver AI, data, and tech specializations — a broader incumbent that competes with GA's individual and enterprise catalog at lower price points and greater breadth.
• LinkedIn Learning: LinkedIn Learning (Microsoft) is a broad professional development library with deep enterprise distribution via LinkedIn — overlaps with GA's enterprise L&D and career-change buyer, and benefits from Microsoft's own AI credentialing ecosystem.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ga
• YouTubeyoutube.com/@gnrlassembly
• Facebookfacebook.com/generalassembly
• LinkedInlinkedin.com/school/generalassembly
• Instagraminstagram.com/generalassembly

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

Funding overview

Funding rounds9 records

Investors18 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about General Assembly