Magic Edtech

What Magic Edtech does

Magic Edtech (operating as Magic Software Inc.) is a privately held US-incorporated education technology company founded in 1990 that functions primarily as a tech outsourcing partner to over 200 learning organizations globally. The company serves K-12 publishers, school districts, higher education institutions, workforce and credentialing bodies, and EdTech product companies through a vertical-specialized delivery model anchored by 1000+ engineers and innovators, with primary delivery in India and market presence in the US and Australia. Its portfolio spans a digital learning delivery platform (MagicBox, serving 45+ publishers and 7M+ users), an AI-native adaptive learning and assessment suite (ezSuite with 5 AI-native engines), an education data connector (EdDataHub processing 150K records per minute), an integration layer (MagicSync handling 1.3M+ daily logins and 500K+ Clever SSO authentications), a compliance-ready talent engine (FlexPro), and a suite of AI Accelerators for learning delivery and workflow automation.

The company's business model combines three revenue streams: professional services for tech outsourcing (platform development, content engineering, accessibility remediation, managed support), subscription and usage-based revenue from proprietary platforms (MagicBox, ezSuite, EdDataHub, MagicSync), and managed services through FlexPro talent deployment. Pricing is quote-based with multi-year enterprise contracts negotiated per engagement. Go-to-market is enterprise field sales, complemented by case-study-driven marketing, an annual Magic Summit event, AWS Marketplace listing, and a Google Cloud co-sell partnership signed in 2024. The company holds ISO 27001, ISO 9001, and ISO 22301 certifications, is WCAG 2.1 AA compliant, and won the 1EdTech Power Learner Potential Award in 2024 — signaling its positioning around AI-driven personalization, accessibility compliance, and digital equity in education.

Name

Magic Edtech

Legal name

Magic Software Inc.

Website

https://magicedtech.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Magic Edtech is a 35-year-old education technology outsourcing partner that builds and operates digital learning platforms, AI-driven assessments, accessibility, and data integration for 200+ K-12 publishers, districts, universities, and EdTech companies.

Ownership category

akta.pro rank

Product category

Education Technology Services

NAICS

Software Publishers (5132), Custom Computer Programming Services (541511), Educational Support Services (61171)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)

akta.pro primary industry

Digital Learning, EdTech Enablement & Connectivity for Education (BPADAKAH)

akta.pro secondary industry

Simulation & Scenario-Based Learning Authoring (EDAFAHAD)

Keywords

• Education technology outsourcing
• Digital learning platforms
• AI learning solutions
• Learning content engineering
• Edtech software services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Technology Outsourcing Services: Full-service tech outsourcing for EdTech companies including platform development, content engineering, quality engineering, and managed support. Revenue generated through project-based contracts and ongoing service agreements with enterprise clients.
2. Digital Learning Products and Platforms: SaaS-based learning delivery platform (MagicBox), data solutions (EdDataHub), and assessment tools (ezSuite) offered on subscription or usage-based models.
3. Staff Augmentation: Flexible talent deployment through FlexPro, providing education experts for client projects on staffing arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Magic Edtech is a B2B technology outsourcing partner and platform provider for the education sector, serving over 200 learning organizations with end-to-end digital learning solutions. The company builds and operates proprietary platforms (MagicBox, ezSuite, EdDataHub, MagicSync, FlexPro) and delivers services spanning platform development, AI integration, content engineering, accessibility remediation, data governance, immersive XR learning, and managed staff augmentation. Its offerings are tailored to EdTech product companies, educational publishers, K-12 districts, higher education institutions, and workforce/credentialing bodies.

Product overview

Magic EdTech operates a platform-plus-modules architecture serving the education technology ecosystem. The core product portfolio includes MagicBox (digital learning delivery platform), ezSuite (AI-native adaptive learning and assessments with 5 proprietary AI engines), EdDataHub (education data connector), MagicSync (integration platform for LMS and SSO connectivity), and FlexPro (expert talent hiring platform). Add-on offerings include AI Accelerators (10+ ready-to-deploy AI solutions for 50% faster Go-To-Market). The company also maintains Magic Pathshala as an educational CSR initiative. This portfolio serves 200+ organizations across K-12, higher education, publishing, and workforce development sectors over 35+ years of operation.

Differentiator

Problem solved

Functional benefit

Products and services

• MagicBox Digital learning delivery platform that enables educational publishers and institutions to deliver content seamlessly. Serves 45+ publishers and 7M+ users globally.
• ezSuite AI-native adaptive learning and assessments platform with 5 AI-native engines enabling content creation, delivery, security, and decision-ready insights. Reports 43% better retention through personalized learning pathways.
• EdDataHub Education data connector platform that links disparate systems to produce a unified data foundation for districts, institutions, and publishers. Processes 150K records per minute with a team of 200+ data engineers.
• MagicSync Integration platform connecting LMS, rostering systems, and SSO solutions to enable seamless ecosystem connectivity. Handles 1.3M+ daily logins including 500K+ Clever SSO logins.
• FlexPro Expert talent hiring platform providing compliance-ready education experts for client projects. Claims 40% staffing cost savings and 100% compliance-ready talent.
• AI Accelerators Suite of 10+ ready-to-deploy AI-powered solutions for learning delivery optimization and internal workflow enhancement. Enables 50% faster Go-To-Market for learning platforms.

Quantifiable outcome

• Course accessibility scores improved by 85% in 6 months
• +10 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability10 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Lockdown ExpertscoreStrategic or Co-development Partner · 20 March 2025Partnership to enhance school safety through real-time crisis response technology. Magic EdTech provides digital engineering expertise for the Lockdown ALM platform designed to save lives in active shooter situations.
• Khushii Foundation (Kapil Dev)minorStrategic or Co-development Partner · 1 January 2025Magic Pathshala collaboration with Kapil Dev's Khushii Foundation to offer access to quality education to children from underprivileged backgrounds.
• Amazon Web Services (AWS)coreTechnology or Integration · 19 September 2024Magic EdTech and AWS collaborate for AI-powered digital learning. MagicBox platform is available on AWS Marketplace, enabling customers to build, market, and sell offerings through AWS.
• Google CloudcoreTechnology or Integration · 24 April 2024Magic EdTech partners with Google Cloud to deliver AI-First Solutions in Education. The partnership focuses on equipping enterprises with AI-enabled learning solutions leveraging Google Cloud's infrastructure and AI capabilities.
• DigilanguaminorStrategic or Co-development Partner · 29 November 2022Partnership to launch digital library of comprehensible novels, making foreign language learning more accessible through digital content.
• D&S Marketing SystemsminorStrategic or Co-development Partner · 8 September 2022Partnership to launch AP preparation eBooks, expanding digital content offerings for college preparation.
• 1EdTechcoreTechnology or IntegrationMembership in 1EdTech consortium for learning technology standards; Magic EdTech won the 1EdTech Power Learner Potential Award for AI-driven educational solutions.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hurix Digital: Hurix Digital provides digital content solutions, custom eLearning development, and publishing services for education and publishing clients — directly comparable to Magic EdTech's tech outsourcing and content engineering offering for publishers.
• Impelsys: Impelsys is an EdTech platform and services provider (iPublishCentral, learning platforms) serving publishers and institutions — overlaps with Magic EdTech's MagicBox delivery platform and publishing customer base.
• MPS Limited: MPS Limited delivers content, learning, and platform solutions to publishers, learned societies, and education providers — closely comparable services-plus-product mix and customer overlap with Pearson, Cengage-tier accounts.
• Area9 Lyceum: Area9 Lyceum provides AI-native adaptive learning platforms for education and workforce — directly comparable to Magic EdTech's ezSuite adaptive learning and assessment capability.
• Imagine Learning: Imagine Learning is a K-12 EdTech provider offering digital curriculum, assessment, and learning platforms — comparable to Magic EdTech's K-12 segment focus, although Imagine Learning is more curriculum-product oriented vs. services-led.
• D2L (Brightspace): D2L provides the Brightspace learning management platform used by K-12 and Higher Ed institutions — comparable as a learning delivery platform competitor, though D2L is primarily product-led whereas Magic EdTech blends products with services.

Broad incumbents

• Cognizant: Cognizant is a global IT services firm with an established Education vertical offering digital learning, data, and platform modernization — overlaps with Magic EdTech's tech outsourcing and data governance offerings but at vastly greater scale and breadth.
• Tata Consultancy Services (TCS): TCS is a global IT services leader with significant education-industry practice covering LMS, content, and digital transformation — competes for the same enterprise outsourcing RFPs as Magic EdTech, though TCS is a broad incumbent rather than an EdTech specialist.
• Wiley: Wiley is an education publisher and EdTech platform operator (including acquired Knewton adaptive learning) — directly overlaps as a Magic EdTech customer/partner competitor and serves similar publishing and institutional buyers.
• Instructure (Canvas): Instructure operates Canvas, a leading LMS used widely in K-12 and Higher Ed — comparable learning delivery platform with overlapping institutional customers, though Instructure is a broader LMS incumbent rather than an EdTech services specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/magicedtech
• YouTubeyoutube.com/@MagicEdTech
• Facebookfacebook.com/MagicEdtech
• LinkedInlinkedin.com/company/magic-edtech
• Instagraminstagram.com/magic_edtech

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Magic Edtech