TechWell
TechWell (Coveros, Inc.) is a B2B media, events, and training company serving software testing and IT professionals through the STAR Software Testing Conferences (STARWEST, STAREAST), AI Con USA, the StickyMinds community, and Coveros-led certification training, monetizing via registrations, sponsorships, and enterprise training.
- Company typePrivate
- Founded2011
- HeadquartersOrange Park, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What TechWell does
TechWell, operating under the legal entity Coveros, Inc. (incorporated in Virginia, USA), is a B2B media, events, and training company serving software development, testing, and IT professionals. Its flagship offering is the STAR Software Testing Conference franchise — STARWEST (Anaheim) and STAREAST (Orlando), each combining keynotes, tutorials, training, networking, and a Testing Expo — augmented by the newer AI Con USA conference focused on artificial intelligence and machine learning. The company also operates the StickyMinds online community (described as the longest-running testing and QA community), the Women Who Test program for women in software testing, the TechWell Insights editorial platform, a web seminar program hosted on BigMarker, and a downloadable white paper and eGuide library.
Training and certification are delivered through the affiliated Coveros brand, offering more than 50 courses across Agile, automation, DevOps, security, software testing, and leadership, with credentials including ISTQB, ICAgile, SAFe, and Scrum Alliance, delivered through live virtual, classroom, and private team formats. Training has reached over 30,000 students worldwide and connects to the 300,000+ member Scrum Alliance ecosystem. TechWell also sells advertising, conference sponsorships, newsletter placements, and lead generation programs to technology vendors targeting its professional audience.
TechWell makes money through a mix of transaction-based conference registration fees, professional services revenue from instructor-led training and certifications, advertising/sponsorship sales, and freemium community memberships that aggregate an audience for monetization. Pricing is quote-based and not publicly disclosed; the go-to-market combines event-driven, community-led, and direct enterprise sales motions. TechWell is a privately held, cash-flow-financed business with no disclosed venture capital or private equity backing and operates with 11-50 employees across headquarters in Fairfax, Virginia, and Orange Park, Florida. Customers span Fortune 1000 enterprises across financial services, technology, healthcare, logistics, and media, including Wells Fargo, Microsoft, USAA, UPS, The Washington Post, Mayo Clinic, FedEx, Fidelity Investments, and CashNetUsa.
TechWell firmographics
Firmographics- Name
- TechWell
- Legal name
- Coveros, Inc.
- Website
- https://techwell.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- TechWell (Coveros, Inc.) is a B2B media, events, and training company serving software testing and IT professionals through the STAR Software Testing Conferences (STARWEST, STAREAST), AI Con USA, the StickyMinds community, and Coveros-led certification training, monetizing via registrations, sponsorships, and enterprise training.
- Ownership category
- akta.pro rank
TechWell industry classification
Industry- Product category
- Professional Training and Conferences
- NAICS
- Computer Training (611420), Computer Training (61142), Professional and Management Development Training (611430)
- SIC
- Services-Computer Programming Services (7371)
- akta.pro primary industry
- QA, Test Automation & Software Quality (Manual/Automated Testing, Performance) (EDABAFAL)
- akta.pro secondary industries
- Information Technology & Software (EDAAAPAB), Software Engineering & Application Development Training (Languages, Frameworks, Testing) (BPAEANAI), Vendor/Authorized Certification Training (Microsoft/AWS/Cisco, etc.) (BPAEANAA)
Keywords
Where TechWell is headquartered
LocationHeadquarters
- HQ city
- Orange Park
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
TechWell business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Conference Registration Fees: Revenue from STAR Software Testing Conferences (STAREAST, STARWEST, STAR Canada) and AI Con USA events, both in-person and virtual attendance options.
- Training and Certification: Revenue from instructor-led training courses, certifications (ISTQB, ICAgile, Scrum Alliance, Scaled Agile), delivered through classroom, live virtual, and private team training formats.
- Advertising and Sponsorship: Revenue from conference sponsorships, online advertising, newsletter placements, lead generation programs, and thought leadership content distribution to software professionals.
- Community Memberships: Free membership base (StickyMinds) with premium content and engagement features driving audience for advertising and lead generation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Training courses offered at competitive pricing with multiple delivery formats |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
TechWell product offering
Product offeringCore offering
TechWell operates a portfolio of media, events, and training products for software and IT professionals. Its core offerings include the STAR Software Testing Conferences (STARWEST and STAREAST), the AI Con USA conference, the StickyMinds online testing community, Women Who Test community, the TechWell Insights editorial platform, and software improvement training and certification courses delivered through its associated Coveros brand.
Product overview
TechWell is a media and events company serving software and IT professionals with a portfolio of conferences, online communities, training, and content products. Its core conference brands are the STAR Software Testing Conferences (STARWEST and STAREAST) and AI Con USA. It operates the StickyMinds and Women Who Test communities, the TechWell Insights editorial platform, a web seminar program, and a white paper/downloads library. Training and certification are delivered through the affiliated Coveros brand. Advertising and sponsorship programs enable vendors to reach TechWell's professional audience.
Differentiator
Problem solved
Functional benefit
Brands
- StickyMinds: The go-to resource for software testers, SQA professionals, and anyone interested in improving software quality. Features in-depth articles, interviews, and how-to advice on the latest in software testing.
- Women Who Test
- STAR Software Testing Conferences
- AI Con USA
Products and services
- STAR Software Testing Conferences Flagship conference brand featuring STARWEST and STAREAST — the longest-running software testing events in the industry. Cover test techniques, test management, test automation, mobile testing, agile testing, performance testing, and DevOps, among other topics.
- STARWEST Conference Annual software testing conference held in Anaheim, CA & Online at Disneyland Hotel. One of the longest-running testing events in the industry, featuring keynotes, tutorials, training, networking, and the Testing Expo.
- STAREAST Conference Annual software testing conference held in Orlando, FL & Online at the Rosen Centre Hotel. Features keynotes, tutorials, training, networking, and the Testing Expo.
- AI Con USA Conference dedicated to artificial intelligence and machine learning, bringing together experts, researchers, and innovators to explore the latest AI/ML developments. Features keynotes, tutorials, pre-conference training, networking, and an AI Expo.
- Coveros Training TechWell-associated training and certification program offering 50+ courses across agile, DevOps, DevSecOps, test automation, software security, and software testing. Delivered via live virtual, classroom, and private team formats. Includes ISTQB, ICAgile, SAFe, and Scrum Alliance certifications.
- Coveros Consulting Agile and DevOps consulting services delivered by experienced engineers to help organizations accelerate software delivery.
Quantifiable outcome
- Over 30,000 students trained worldwide
- +1 more outcomes
Companies that use TechWell
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
TechWell technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
TechWell partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- CoveroscoreCoveros is a TechWell associated company that provides immersive learning across the entire software lifecycle through training, coaching, and certification. Coveros offers more than 50 training courses covering Agile, Automation, DevOps, Security, Testing, and Leadership, with over 30,000 students trained worldwide.
- Perforce (Delphix)minorSponsor of web seminars on test data management and AI testing topics, presenting alongside TechWell's StickyMinds community.
- SmartBearminorSponsor of webinars on AI-powered testing in Jira, test automation for AWS environments, and QA metrics.
- KeysightminorSponsor of web seminars on UI test maintenance, embedded systems testing, and quality engineering.
- UiPathminorSponsor of webinars on agentic software testing and transitioning from manual to AI-augmented testing.
- mablminorSponsor of webinars on AI-accelerated development and testing, quality governance in the age of AI.
- TestkubeminorSponsor of webinar on AI code generation and testing bottlenecks.
- LeapworkminorSponsor of webinar on practical AI integration into testing strategy.
- EPAM SystemsminorSponsor of webinar on transforming software testing into AI power user capabilities.
- Test IOminorSponsor of webinar on Human Experience Testing.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
TechWell competitors and assessment
Company assessmentDirect peers
- O'Reilly Media: O'Reilly is the closest analog: a media-and-training business serving software/IT professionals via books, online learning, conferences (e.g., OSCON historically), and sponsored content — directly comparable to TechWell's combination of conferences, training, white papers, and a professional community.
- Pluralsight: Pluralsight is a tech-skills training platform with enterprise subscriptions covering software testing, DevOps, cloud, and AI — overlapping directly with Coveros Training's curriculum and TechWell's enterprise customer base (Fortune 1000 L&D buyers).
- Linux Foundation: The Linux Foundation runs major technical events, sponsored training, and globally recognized certifications (Linux, Kubernetes, Hyperledger) — directly comparable to TechWell's model of conferences, certification prep (ISTQB, Scrum Alliance, SAFe), and corporate training partnerships.
- SANS Institute: SANS is a specialist technical training organization combining in-person conferences, instructor-led training, and globally recognized certifications (GIAC) — a structural parallel to TechWell's STAR conferences plus Coveros certification prep in a different but adjacent technical specialty.
- Black Hat: Black Hat runs the most prominent technical security conferences worldwide, combined with paid training and sponsored content — directly comparable to STAR conferences in operating model, attendee profile (senior practitioners), and B2B sponsorship economics.
Broad incumbents
- Skillsoft: Skillsoft (including Cloud Academy/Pluralsight now under it) is a broader corporate learning platform with deep technical training content. It competes for the same corporate training budget that TechWell sells Coveros Private Team Training and STAR conference sponsorships against.
- Coursera for Business: Coursera's enterprise arm competes for the same corporate training and certification budget with university-issued credentials and tech vendor content (Google, IBM, AWS). It is a broader incumbent alternative to TechWell's Coveros training offering for L&D buyers.
Others
- ICAgile: ICAgile is one of TechWell's certification partners but also an adjacent training provider in the agile coaching space. It is comparable because its certifications and accredited training network reach the same agile/DevOps buyers TechWell targets through STAR conferences and Coveros.
Emerging players
- Association for Software Testing (AST): AST is a niche professional community for software testers — overlapping with StickyMinds and Women Who Test. It is comparable because it competes for the same volunteer-driven community engagement, though at smaller scale than TechWell's branded communities.
Regional players
- Devoxx: Devoxx runs developer-focused conferences across Europe (Belgium, France, UK, Poland, etc.) and is the most prominent non-US technical event brand. It is comparable to TechWell's STAR conference brand in audience and format but primarily serves EMEA rather than North America.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
TechWell social profiles
Digital presenceTechWell financial estimates
Financial estimateRevenue estimate
Valuation estimate
TechWell leadership team
Management profileNumber of profiles
Profiles9 records
TechWell subsidiaries and ownership
Company hierarchySubsidiaries2 records
TechWell funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TechWell 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 TechWell
What does TechWell do?
TechWell operates a portfolio of media, events, and training products for software and IT professionals. Its core offerings include the STAR Software Testing Conferences (STARWEST and STAREAST), the AI Con USA conference, the StickyMinds online testing community, Women Who Test community, the TechWell Insights editorial platform, and software improvement training and certification courses delivered through its associated Coveros brand.
Is TechWell a public or private company?
TechWell is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was TechWell founded?
TechWell was founded in 2011. It employs 11 to 50 people.
Where is TechWell based?
TechWell is headquartered in Orange Park, United States, in the North America region.
How does TechWell make money?
Four revenue lines are on record. Conference Registration Fees are the primary driver. The others are training and Certification, advertising and Sponsorship and community Memberships.
Who are TechWell's main competitors?
Direct peers on record are O'Reilly Media, Pluralsight, Linux Foundation, SANS Institute and Black Hat. Broad incumbents are Skillsoft and Coursera for Business. ICAgile is listed as an others. Association for Software Testing (AST) is listed as an emerging player. Devoxx is listed as a regional player.
Does TechWell have an API?
No public API is recorded for TechWell.
What industry is TechWell in?
TechWell's product category is Professional Training and Conferences. Its primary akta.pro industry code is EDABAFAL, QA, Test Automation & Software Quality (Manual/Automated Testing, Performance), with a secondary code of EDAAAPAB, Information Technology & Software. Its NAICS code is 611420 and its SIC code is 7371.