GetSmarter
GetSmarter, founded 2008 in Cape Town and now a subsidiary of 2U, Inc. (NASDAQ: TWOU), curates and delivers premium online short courses on behalf of 18+ leading universities — including MIT, Oxford, Harvard, Yale, LSE, and Cambridge — to individual professionals and corporate workforces across 195+ countries via its own platform and the edX marketplace.
- Company typePrivate
- Founded2008
- HeadquartersCape Town, South Africa
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What GetSmarter does
GetSmarter is a Cape Town-headquartered online education provider, founded in 2008 and operating since 2017 as a wholly-owned subsidiary of 2U, Inc. (NASDAQ: TWOU). The company curates and delivers premium online short courses on behalf of 18+ tier-1 university partners — including MIT Sloan, Oxford Saïd, Harvard VPAL, Yale SOM, LSE, Cambridge Judge, Stanford, and the University of Cape Town — covering executive leadership, AI, business management, sustainability, finance, healthcare, and marketing. Courses are delivered through a cohort-based online model supported by dedicated Success Advisers, with reported 90% completion and 95% student satisfaction, and have cumulatively served 140,000+ learners across 195+ countries.
The core operating technology is a cohort-based online learning platform layered with people-mediated learner support; the platform is technically integrated with edX following 2U's 2021 edX acquisition, positioning GetSmarter as edX's partner for premium short-course products and exposing the catalog to edX's marketplace traffic and Career Engagement Network. University content partnerships and brand association with MIT, Oxford, Harvard, etc. constitute the principal intangible asset of the business, supplemented by multi-currency storefront infrastructure and corporate-facing performance reporting tooling.
Revenue is generated through two primary streams: (1) individual course enrollment — a one-time per-course paid model priced variably by program and university, distributed via the direct-to-consumer getsmarter.com site and the edX marketplace; and (2) corporate training — a recurring B2B contract model operated through GetSmarter for Business, which provides needs analysis, curated course selection, and performance analytics to organizations enrolling cohorts of employees. Distribution combines a self-serve DTC website with a dedicated enterprise sales motion and marketplace presence on edX.
GetSmarter firmographics
Firmographics- Name
- GetSmarter
- Legal name
- GetSmarter
- Website
- https://getsmarter.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- GetSmarter, founded 2008 in Cape Town and now a subsidiary of 2U, Inc. (NASDAQ: TWOU), curates and delivers premium online short courses on behalf of 18+ leading universities — including MIT, Oxford, Harvard, Yale, LSE, and Cambridge — to individual professionals and corporate workforces across 195+ countries via its own platform and the edX marketplace.
- Ownership category
- akta.pro rank
GetSmarter industry classification
Industry- Product category
- Online Education
- NAICS
- Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Corporate Training Course Marketplaces (B2B Content Libraries) (EDAFAIAH)
- akta.pro secondary industries
- Higher Education Digital Courseware & Modules (EDAGAEAB), Course Bundle Subscriptions & Learning Membership Marketplaces (EDAFAIAI)
Keywords
Where GetSmarter is headquartered
LocationHeadquarters
- HQ city
- Cape Town
- HQ country
- South Africa
- HQ region
- Africa
Offices2 records
Markets served
GetSmarter business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Individual Course Enrollment: Students pay per course enrollment for access to online short courses from leading universities. Each course has a fixed price for the duration of the program.
- Corporate Training Programs: Organizations enroll teams in executive education courses through a dedicated business division. The corporate page describes a needs analysis, course selection, and performance reporting process for enterprise clients.
- Platform Partnership with edX/2U: GetSmarter operates as edX's partner for premium online short course products under the 2U portfolio. Revenue flows through the integrated edX/2U platform ecosystem.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Individual course enrollment |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
GetSmarter product offering
Product offeringCore offering
GetSmarter delivers premium online short courses in partnership with leading global universities (MIT, Oxford, Harvard, Yale, LSE, Cambridge, Stanford, UCT), using a cohort-based learning model with multimedia course design, dedicated Success Advisers, and university-issued certificates upon completion. The company also operates a corporate training division (GetSmarter for Business) that provides workforce upskilling solutions with needs analysis, course selection, performance reporting, and ongoing development support for enterprise clients.
Product overview
GetSmarter is an online education platform operating as edX's partner for premium short course products from leading universities. The platform offers a portfolio of over 270 online short courses, technical microcredentials, and corporate training solutions. The core product consists of cohort-based short courses delivered in partnership with universities including MIT, Oxford, Cambridge, Harvard, Yale, LSE, Stanford, UCT, and others. The platform also offers GetSmarter for Business, a corporate training solution with needs analysis, course selection, and performance analytics. Through edX, the platform provides access to degree programs and boot camps. Key product categories include AI/technology courses (MIT Sloan AI programs, Oxford AI Programme), business management (LSE MBA Essentials, Cambridge Sustainability), leadership programs (Oxford Executive Leadership, Yale Women's Leadership), and sector-specific courses in healthcare, finance, and marketing. The platform emphasizes data-driven course design, people-mediated delivery with dedicated Success Advisers, and outcomes-based learning with 90% completion rates.
Differentiator
Problem solved
Functional benefit
Products and services
- GetSmarter Online Short Courses A catalog of 230+ premium online short courses delivered in cohort-based format in partnership with leading global universities (MIT, Oxford, Harvard, Yale, LSE, Cambridge, Stanford, UCT, IBM, Microsoft). Each course features expert instructors, multimedia learning, dedicated Success Adviser support, and a university-issued certificate upon completion, targeting individual working professionals seeking career advancement.
- GetSmarter for Business A dedicated corporate training solution enabling organizations to enroll teams in executive education courses. Includes needs analysis, course selection consultation, custom learning pathways, performance reporting/analytics, and ongoing development support for enterprise clients pursuing workforce upskilling and leadership development.
- Technical Microcredentials Practical, in-depth skills credentials offered in partnership with technology providers such as IBM, addressing specialized technical domains for working professionals.
- Online Boot Camps Intensive coding and professional development boot camps delivered online, added to the 2U portfolio in 2019 and accessible through GetSmarter's ecosystem.
- edX Degree Programs Undergraduate and graduate degree programs accessed through the edX partnership, providing pathways to formal academic qualifications integrated within GetSmarter's broader learning platform.
Quantifiable outcome
- 90% course completion rate since inception (2008)
- +2 more outcomes
Companies that use GetSmarter
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
GetSmarter technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
GetSmarter partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core.
- edXcore2U announced the acquisition of edX in 2021, integrating GetSmarter as edX's partner for premium online short course products. GetSmarter courses are delivered through the edX platform, providing access to edX's Career Engagement Network and broader ecosystem.
- 2U, Inc.core2U acquired GetSmarter in 2017 for $123 million in what was recognized as the largest acquisition of a South African EdTech company at the time. GetSmarter operates as part of the 2U portfolio alongside edX, with aligned purpose and vision in online education.
- University PartnerscoreGetSmarter partners with 18+ leading universities including MIT, Yale, LSE, University of Cambridge, University of Cape Town, Harvard, University of Oxford, IBM, Stanford University, University of Toronto, Bocconi University, and Microsoft. These partners provide academic content, faculty, and brand credibility for executive education courses.
- Massachusetts Institute of Technology (MIT)coreMIT partnership began in 2016. GetSmarter delivers MIT Sloan School of Management executive education courses including AI Adoption, AI Implications for Business Strategy, and AI in Pharma and Biotech.
- University of OxfordcoreOxford Saïd Business School provides executive education programs including Oxford Artificial Intelligence Programme, Oxford Executive Leadership Programme, and Oxford Strategic Management Executive Programme.
- Yale UniversitycoreYale School of Management Executive Education offers leadership and management programs including Women's Leadership Program, Accelerated Management Program, and Healthcare Management.
- The London School of Economics and Political Science (LSE)coreLSE provides courses including MBA Essentials, AI Law Policy and Governance, Ethics of AI, and Business Management Executive Programme through GetSmarter.
- University of CambridgecoreCambridge Judge Business School offers programs including Business Sustainability Management, Sustainable Finance, and Communicating for Influence and Impact.
- Harvard UniversitycoreHarvard VPAL (VP of Applied Learning) provides courses including FinTech and other executive education programs through GetSmarter.
- University of Cape TowncoreLocal university partner offering courses in Digital Marketing, Data Science, Sports Management, Operations Management, and other professional development areas. Partnership has produced 130,000+ students.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
GetSmarter competitors and assessment
Company assessmentDirect peers
- Emeritus: Emeritus partners with top global universities (MIT, Columbia, Berkeley, Wharton) to deliver premium online short courses and executive education programs to individuals and enterprises. It is the closest comparable to GetSmarter in target customer (working professionals, corporate L&D), pricing model, university partnership structure, and cohort-based delivery approach.
- Simplilearn: Simplilearn delivers professional certification and short-format online training in technology, project management, and business, targeting both individuals and corporate enterprises. It is comparable in cohort-based blended delivery model, B2B corporate training division, and focus on career-advancement outcomes for working professionals.
- MasterClass: MasterClass offers premium subscription access to celebrity- and expert-led video courses across business, technology, and creative fields. It is comparable in premium positioning, working-professional target audience, and broad course catalog model, but differs in creator-led rather than university-branded content.
Broad incumbents
- Coursera: Coursera is the largest MOOC platform offering university-led courses, certificates, and degree programs, including executive education from top institutions. It competes directly with GetSmarter for individual professional learners and corporate L&D budgets, but at significantly broader scale and lower price points, including Coursera Plus subscription.
- edX: edX is a sister platform under 2U that offers MOOCs, boot camps, and degree programs from universities globally. It overlaps materially with GetSmarter's executive short-course catalog and serves similar working professionals and corporate clients, but at a much larger scale and broader price range, including free audit options.
- LinkedIn Learning: LinkedIn Learning offers an enterprise-focused subscription library of business, technology, and creative courses integrated with LinkedIn's professional network. It competes for the same corporate L&D budget and individual professional upskilling use case, but at much lower price points and a self-paced (not cohort-based) model.
- Skillsoft: Skillsoft is an established enterprise learning platform offering content, coaching, and immersive training in leadership, technology, and compliance. It is comparable as a corporate-training-focused provider serving enterprise L&D buyers, though its content library is proprietary rather than university-branded.
Emerging players
- Udacity: Udacity focuses on tech and AI-focused nanodegree programs targeted at working professionals and enterprise upskilling. It overlaps with GetSmarter's technology and AI course portfolio (MIT, Oxford AI offerings) and serves a similar individual learner and corporate buyer, but with a more specialized technical focus.
- Pluralsight: Pluralsight provides enterprise technology skills training and assessments focused on IT, cloud, and software development. It is comparable as a corporate-facing online skills platform serving enterprise L&D and individual technologists, particularly where GetSmarter's MIT/Oxford AI and tech courses intersect with enterprise skill-building.
- DataCamp: DataCamp specializes in data science, AI, and analytics online courses for individuals and enterprise teams. It is comparable to GetSmarter's data/AI category courses and targets a similar professional learner and corporate upskilling audience, though with a narrower subject focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
GetSmarter social profiles
Digital presenceGetSmarter financial estimates
Financial estimateRevenue estimate
Valuation estimate
GetSmarter leadership team
Management profileNumber of profiles
Profiles2 records
GetSmarter funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GetSmarter M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GetSmarter
What does GetSmarter do?
GetSmarter delivers premium online short courses in partnership with leading global universities (MIT, Oxford, Harvard, Yale, LSE, Cambridge, Stanford, UCT), using a cohort-based learning model with multimedia course design, dedicated Success Advisers, and university-issued certificates upon completion. The company also operates a corporate training division (GetSmarter for Business) that provides workforce upskilling solutions with needs analysis, course selection, performance reporting, and ongoing development support for enterprise clients.
Is GetSmarter a public or private company?
GetSmarter is a private company. It is classified as corporate owned and is currently operating.
When was GetSmarter founded?
GetSmarter was founded in 2008. It employs 251 to 500 people.
Where is GetSmarter based?
GetSmarter is headquartered in Cape Town, South Africa, in the Africa region.
How does GetSmarter make money?
Three revenue lines are on record. Individual Course Enrollment is the primary driver. The others are corporate Training Programs and platform Partnership with edX/2U.
Who are GetSmarter's main competitors?
Direct peers on record are Emeritus, Simplilearn and MasterClass. Broad incumbents are Coursera, edX, LinkedIn Learning and Skillsoft. Emerging players are Udacity, Pluralsight and DataCamp.
Does GetSmarter have an API?
No public API is recorded for GetSmarter.
What industry is GetSmarter in?
GetSmarter's product category is Online Education. Its primary akta.pro industry code is EDAFAIAH, Corporate Training Course Marketplaces (B2B Content Libraries), with a secondary code of EDAGAEAB, Higher Education Digital Courseware & Modules. Its NAICS code is 611430 and its SIC code is 8200.