ChangedEdu
Singapore-based private platform operating company founded in 2016 by Brian Rogove, structured to roll up and consolidate scalable M&A targets in the education sector through programmatic acquisitions of K-12 and post-secondary education businesses.
- Company typePrivate
- Founded2007
- HeadquartersSingapore, Singapore
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What ChangedEdu does
ChangedEdu is a Singapore-headquartered private company founded in 2016 by Brian Rogove that operates as a dedicated platform operating company purpose-built to roll up scalable M&A opportunities in the education sector. The firm functions as an acquisition and consolidation vehicle, identifying education businesses it can absorb into a single operating entity rather than building products or services organically from scratch. Two disclosed transactions executed in close succession during 2017 demonstrate the operating model in action: Collegewise, a US-focused college admissions tutoring business, was acquired on 2017-07-26, followed by Lorna Whiston Schools, an established Singapore-based English-language schools operator, on 2017-09-04. Both transactions were executed for undisclosed amounts. Combined, the acquisitions span two distinct geographies and two distinct education sub-verticals (US college admissions tutoring and Singapore/SE Asia K-12 English-language education), suggesting a deliberate strategy of cross-border, multi-segment consolidation rather than single-market expansion.
ChangedEdu firmographics
Firmographics- Name
- ChangedEdu
- Legal name
- Adcash OÜ
- Website
- https://a-star-edu.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Singapore-based private platform operating company founded in 2016 by Brian Rogove, structured to roll up and consolidate scalable M&A targets in the education sector through programmatic acquisitions of K-12 and post-secondary education businesses.
- Ownership category
- akta.pro rank
Where ChangedEdu is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices4 records
Markets served
ChangedEdu business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Advertiser Campaign Spending: Advertisers pay for ad campaigns using various pricing models including CPM (cost per 1000 impressions), CPC (cost per click), CPA (cost per action), CPS (cost per sale), and CPAT (CPA target bidding). Advertisers load funds to their wallet balance in advance and campaigns are deducted daily based on chosen pricing model.
- Publisher Commission: Publishers earn commission for displaying advertiser campaigns on their sites. Commission is calculated based on data collected by Adcash, with daily earnings added to wallet statements. Commission rates depend on advertiser pricing and campaign types. For certain campaigns (like lead campaigns), data may require Advertiser validation before payout.
- Payment Processing Fees: Transaction fees applied to payment refunds and potentially other financial operations. Processing fees may be charged by third-party payment service providers.
- Dormant Account Fees: Publishers with dormant accounts (150+ days inactive) are charged monthly dormant account fees of 10% of balance (minimum 100 EUR/USD). Advertisers with dormant accounts (300+ days) are charged 100% of balance as one-time fee.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | CPM - Cost per Mil |
| Usage-based | Pay-as-you-go | CPC - Cost per Click |
| Outcome Based/ Performance | Pay-as-you-go | CPA - Cost per Action |
| Outcome Based/ Performance | Pay-as-you-go | CPS - Cost per Sale |
| Outcome Based/ Performance | Pay-as-you-go | CPAT - CPA Target Bidding |
| Other | Monthly | Publisher Payment - Bank Transfer/USDC |
| Other | Monthly | Publisher Payment - Other Methods |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels10 records
ChangedEdu product offering
Product offeringCore offering
ChangedEdu is a platform operating company that acquires and operates scalable education businesses as part of a roll-up M&A strategy. Through its subsidiaries it delivers K-12 supplemental education (English language instruction via Lorna Whiston Schools) and college admissions counseling services (via Collegewise). The company's value to the market is providing centralized operating support and capital to independently-positioned education brands.
Product overview
Adcash is an online advertising platform that operates as a unified platform connecting digital advertisers seeking to reach global audiences with publishers monetizing their web traffic. The core Adcash Platform serves as the central hub, supported by multiple ad format modules including Pop-Under Ads, Interstitial Ads, In-Page Push Ads, Native Ads, Banner Ads, and Video Ads (In-Stream and Slider). The platform includes optimization tools such as Autotag for automated format optimization, Auto Rules for campaign automation, and Anti-Adblock Solution for bypassing ad blockers. Adcash offers various bidding models including CPA Target Bidding, and the Performance DSP+ module enables programmatic campaign management. The platform processes over 90 billion requests per month with sub-100ms response times across approximately 1000-1500 servers.
Differentiator
Problem solved
Functional benefit
Products and services
- Lorna Whiston Schools English language instruction and K-12 supplemental education services offered under the Lorna Whiston Schools brand; serves families seeking structured English-language learning programs. Specific program details, locations, and pricing were not disclosed in the input.
- Collegewise
Quantifiable outcome
- 90 billion requests processed per month with <100ms response time
- +2 more outcomes
Companies that use ChangedEdu
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
ChangedEdu technology and API
TechnologyTechnology focussed No
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
ChangedEdu partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- VoluumcorePartnership with Volumm for Automizer integration launched in 2022. Voluum is an affiliate tracking platform that integrates with Adcash for enhanced campaign tracking and optimization capabilities.
- JolosminorCollaboration with Jolos on internal events and communications. Multiple award-winning event collaborations including 'Fyre Festival', 'Self'it!', and 'Tour de Tallinn' that won Golden Egg and Bronze Egg awards.
- GlassdoorminorCompany presence on Glassdoor employer review platform for talent attraction and employer branding purposes.
- Lumos VPNminorCustomer case study demonstrating VPN advertising campaign results. Adcash served as the advertising platform for Lumos VPN's Japan market expansion campaign.
Scale indicators10 records
Recent moves4 records
Expansion highlights4 records
ChangedEdu competitors and assessment
Company assessmentBroad incumbents
- Chegg: US-listed education technology and student services company. Compares as a larger incumbent whose student-services focus intersects with Collegewise's college admissions target market.
- Imagine Learning: US-based education services and curriculum provider serving K-12 schools and districts. Comparable as a larger education services operating company whose curriculum and support offerings overlap with ChangedEdu's education verticals.
- Stride Inc: US online learning company serving K-12 students and adult learners. Relevant as a scaled education operating business in the broader same industry as ChangedEdu's education subsidiaries.
Direct peers
- GEMS Education: Large private K-12 operator headquartered in Dubai with global presence across multiple geographies. Relevant as a private education platform pursuing geographic and segment expansion in international markets.
- Nord Anglia Education: Premium international schools group with operations spanning multiple regions. Comparable due to its multi-country operating model and ongoing expansion through both greenfield openings and acquisitions.
- Cognita: Multinational schools group operating K-12 institutions across multiple countries via acquisition-led growth. Highly comparable to ChangedEdu as an international education roll-up platform pursuing both organic and inorganic expansion.
- International Schools Partnership: Growing group of international schools across multiple countries, founded as an acquisition-led platform. Direct comparison to ChangedEdu's roll-up model in international education markets.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks3 records
Key highlights4 records
Customer concentration
ChangedEdu social profiles
Digital presenceChangedEdu financial estimates
Financial estimateRevenue estimate
Valuation estimate
ChangedEdu leadership team
Management profileNumber of profiles
Profiles1 record
ChangedEdu subsidiaries and ownership
Company hierarchySubsidiaries2 records
ChangedEdu funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ChangedEdu M&A and investment
M&A and investmentM&A2 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ChangedEdu
What does ChangedEdu do?
ChangedEdu is a platform operating company that acquires and operates scalable education businesses as part of a roll-up M&A strategy. Through its subsidiaries it delivers K-12 supplemental education (English language instruction via Lorna Whiston Schools) and college admissions counseling services (via Collegewise). The company's value to the market is providing centralized operating support and capital to independently-positioned education brands.
Is ChangedEdu a public or private company?
ChangedEdu is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ChangedEdu founded?
ChangedEdu was founded in 2007. It employs 1,001 to 5,000 people.
Where is ChangedEdu based?
ChangedEdu is headquartered in Singapore, Singapore, in the Asia region.
How does ChangedEdu make money?
Four revenue lines are on record. Advertiser Campaign Spending is the primary driver. The others are publisher Commission, payment Processing Fees and dormant Account Fees.
Who are ChangedEdu's main competitors?
Broad incumbents on record are Chegg, Imagine Learning and Stride Inc. Direct peers are GEMS Education, Nord Anglia Education, Cognita and International Schools Partnership.
Does ChangedEdu have an API?
Yes. Adcash offers a Client API for campaign management. The company blog article titled 'Client API: The Future of Campaign Management' (November 25, 2025) references API capabilities for campaign management. Specific details about API type (REST/GraphQL), authentication methods, rate limits, or versioning are not specified in the source material.