BELLS Academic Group

What BELLS Academic Group does

BELLS Academic Group (formerly AGB Education) is a Singapore-incorporated private education institution founded in 2008 that operates four training-oriented sub-brands: BELLS Tech (technology education including SCTP diplomas in Agentic AI, Cybersecurity, Data Science, Blockchain, Full Stack Development, Digital Marketing, and Business Digitalisation, plus short courses in Generative AI, RPA, data analytics, and digital creativity), BELLS Baking Studio and BELLS Baking Club (culinary arts and consumer-facing DIY baking), and BELLS Professionals (NLP, PDPA compliance, presentation, and corporate development). It delivers training through seven physical centers across Singapore, including a state-of-the-art New Media Lab at Kallang Wave Mall and a Baking Studio at EastPoint Mall, augmented by a self-enrollment Training Management System (tms.bells.sg), direct phone/WhatsApp sales, and corporate direct sales for enterprise clients.

The institution is SSG-Appointed as a Program Partner for Continuing Education and Training in the Infocomm Tech Sector, holds PEI Registration (200810205H, valid through 17 Mar 2029), and is Cyber Essentials certified. Revenue is generated principally through SkillsFuture-subsidized course tuition (covering up to 90% of fees for eligible learners), full-fee self-pay courses, corporate team-bonding and training contracts, and consumer baking workshops. Customer segments span working professionals, corporate clients (with named enterprise logos including JP Morgan and 50+ additional brands), job seekers, hobbyist learners, persons with disabilities, and educational institutions.

Strategic posture over 2024-2025 shows an aggressive partnership cadence with IBM, BDO Singapore, Deloitte, TÜV NORD Akademie, Singapore Red Cross Academy, e2i, Momentum Z, SG Innovate, and CIPS, alongside the launch of the BDO-BELLS Digital Procurement Academy (July 2025), the IBM AI Engineering Education MOU, and the BELLS Baking Club consumer venture. Leadership is anchored by Vincent Ang in a Chief Performance Officer and Data Protection Officer capacity; the company is privately held with no disclosed parent, institutional investors, or public revenue figures.

Name

BELLS Academic Group

Legal name

BELLS Institute of Higher Learning Pte. Ltd.

Website

https://bells.sg

Company type

Private

Founded year

2008

Operating status

Operating

Short description

BELLS Academic Group is a Singapore private education institution founded in 2008 that delivers technology, baking, and professional development training through 7 centers to individual learners, corporate clients, and government-subsidized candidates.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Course Tuition Fees: BELLS generates revenue through course fees charged for enrollment in tech, baking, and professional development courses. Course fees are inclusive of 9% GST. Application fees are charged for programme registration and refunded upon completion.
2. Corporate Training Services: Customized team bonding workshops and corporate training programs for enterprise clients, including baking workshops and professional development courses.
3. Government-Funded Training: BELLS serves as an SSG-appointed Programme Partner for CET courses, enabling learners to use government subsidies (SkillsFuture Credit, UTAP, PSEA, ETSS) to fund training. This facilitates higher enrollment through subsidized pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

BELLS Academic Group is a Singapore-based continuing education and training provider operating under the sub-brands BELLS Tech (technology and digital skills courses), BELLS Baking Studio (hands-on baking and culinary courses), BELLS Professionals (career development and certification courses), BELLS Baking Club (consumer DIY baking workshops), and New Media Lab (sound and lighting engineering). The institute delivers SCTP diplomas, WSQ-funded baking programmes, corporate team-building workshops, and short courses across AI, cybersecurity, data science, blockchain, digital marketing, RPA, IoT, photography, and drone cinematography to individual learners, corporate clients, and government-subsidized trainees.

Product overview

BELLS Academic Group is a Singapore-based education institution (formerly AGB Education) operating under three main divisions: BELLS Tech (technology education), BELLS Baking Studio (culinary arts), and BELLS Professionals (professional development). BELLS Tech offers SCTP (SkillsFuture Career Transition Programme) diplomas in specialized tech areas including Agentic AI Specialist, Cybersecurity Professional, Data Science Professional, Blockchain Developer, Full Stack Developer, Business Digitalisation Specialist, Digital Marketing with AI Integration, and IT Sales & Digital Prospecting Specialist, alongside short courses covering Generative AI/ChatGPT, RPA, Data Analytics, IoT, Blockchain fundamentals, and digital creativity (website building, photography, videography, drone cinematography, TikTok content creation). BELLS Baking Studio provides hands-on baking education through funded WSQ programmes and corporate team bonding workshops, with a consumer-facing venture called BELLS Baking Club (bellsbakingclub.sg) featuring DIY baking with Digital Recipe Assistant technology. BELLS Professionals offers career development courses including NLP Practitioner certification, PDPA compliance, and presentation skills. The company also operates New Media Lab at Kallang Wave Mall for sound and lighting engineering training.

Differentiator

Problem solved

Functional benefit

Products and services

• BELLS Tech (SCTP Diploma Programmes) Technology education division offering SCTP diplomas and short courses in AI, cybersecurity, data science, digital marketing, blockchain, full-stack development, and RPA for working professionals and job seekers pursuing career conversion in Singapore.
• Diploma in Digital Leadership and AI Driven Strategy Diploma programme focused on digital leadership competencies and AI-driven strategic decision-making for business transformation.
• Digital Transformation in the Era of AI (4-day course) Intensive 4-day course covering AI adoption, digital transformation strategies, and practical AI tool implementation for business.
• Supercharge Your Work with Gen-AI Course focused on practical generative AI applications for productivity enhancement across professional workflows.
• Funded Baking Courses (WSQ) WSQ-funded baking programmes covering cakes & cookies, premium cakes, and cafe-style breads, tarts, and short-crust pastries for adult learners seeking accredited culinary skills.
• Corporate Baking Workshop for Team Bonding Team building activity offering corporate baking workshops for employee bonding, wellness programs, and group events for enterprise clients.
• BELLS Baking Club Consumer-facing baking club venture offering DIY baking workshops, couple cooking classes, kids baking workshops, and tourist cooking experiences featuring the proprietary Digital Recipe Assistant.
• BELLS Professionals (Career Development Courses) Professional development division offering courses for career growth including strategic conversation, presentation skills, PDPA compliance, and NLP certification for individual professionals.
• New Media Lab (Sound & Lighting Engineering) Media training facility at Kallang Wave Mall offering Sound Engineering for Live Events and Lighting Engineering for Live Events courses in a state-of-the-art environment for media professionals.
• BDO-BELLS Digital Procurement Academy Joint academy with BDO Singapore offering digital procurement training, launched at Procurement igNite event for transforming procurement professionals.

Quantifiable outcome

• 150,000+ graduates trained over more than a decade

Named customers2 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability11 records

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• BDO SingaporecoreStrategic or Co-development Partner · 10 July 2025BDO Singapore and BELLS launched the BDO-BELLS Digital Procurement Academy at the Procurement igNite event. This cutting-edge academy aims to transform procurement professionals with digital skills.
• Thye Hua Kwan Moral CharitiesmajorStrategic or Co-development Partner · 1 April 2025BELLS Institute of Higher Learning partnered with Thye Hua Kwan Moral Charities to expand access to skills and career opportunities for the community.
• IBMcoreStrategic or Co-development PartnerBELLS signed an MOU with IBM to advance AI Engineering Education. The partnership focuses on developing curriculum and training programmes in artificial intelligence and related technologies.
• DeloittemajorGTM or Marketing PartnerBELLS partnered with Deloitte to shape the future of professional learning. The partnership focuses on providing professional development programmes leveraging Deloitte's expertise.
• TÜV NORD AkademiemajorStrategic or Co-development PartnerA landmark partnership where BELLS joined forces with TÜV NORD Akademie for professional training and certification programmes.
• e2i (Employment and Employability Institute)coreStrategic or Co-development Partnere2i, an NTUC initiative, partners with BELLS to strengthen employment and employability for partners and alumni. e2i supports BELLS training programmes and career services.
• Singapore Red Cross AcademymajorStrategic or Co-development PartnerBELLS Tech and Singapore Red Cross Academy joined forces to strengthen community training initiatives. BELLS hosts workshops such as NLP workshops for Singapore Red Cross.
• SG InnovateminorStrategic or Co-development PartnerBELLS Tech collaborated with SG Innovate for the Data Science & Blockchain Experiential Exchange Session, exploring emerging technologies with industry experts.
• CIPS (Chartered Institute of Procurement & Supply)minorGTM or Marketing PartnerCIPS supported the 'Step Into the Future of Procurement with AI' event hosted by BELLS Tech in collaboration with BDO Singapore, with e2i as supporter.
• SSG (Skills Singapore)coreStrategic or Co-development PartnerBELLS is an SSG-Appointed Program Partner for Continuing Education and Training (CET) Courses in the Infocomm Tech Sector, enabling access to government funding for learners.
• ESU (Education Singapore Union)minorGTM or Marketing PartnerBELLS collaborated with ESU for the Trainers Symposium and participated in ESU CTC Fiesta 2024, where CEO Ang was invited to a panel discussion.
• Lifelong Learning InstituteminorGTM or Marketing PartnerBELLS conducted an AI workshop at the Learning Neighbourhood 2023 @ North West Roadshow in collaboration with Lifelong Learning Institute.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Lithan (formerly Lithan Education): Singapore-headquartered digital academy offering tech-focused upskilling, professional diplomas, and university pathway programmes. Comparable to BELLS Tech in adult digital upskilling and credential-oriented programmes.
• NTUC LearningHub: Singapore-based continuing education and training provider under the NTUC umbrella, offering a broad portfolio across tech, professional development, and skillsFuture-eligible programmes. Directly comparable to BELLS in target market (Singapore adult learners), GTM (SSG/skillsfuture funded), and category breadth.
• Kaplan Singapore: Major Singapore private education institution offering professional development, IT, and finance courses alongside degree pathways. Comparable to BELLS in Singapore adult learner market, multi-vertical course portfolio, and corporate training engagements.
• Aventis Learning Group: Singapore-based continuing education provider offering courses in technology, digital marketing, data analytics, and personal development with SkillsFuture-eligible paths. Directly comparable to BELLS in target learner and subsidy model.
• Avanta Academy: Singapore-based training provider focused on corporate training, soft skills, and technology courses with SkillsFuture-eligible offerings. Comparable to BELLS Professionals and BELLS Tech in course mix and SkillsFuture funding model.

Peers

• Singapore Polytechnic (CET Academy):

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bellstechhub
• LinkedInlinkedin.com/company/bellssg

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 BELLS Academic Group