ChooseU

What ChooseU does

ChooseU is a U.S.-based nonprofit workforce development organization founded in 2015 (originally as Generation USA) and rebranded to ChooseU in July 2023. It delivers tuition-free, scholarship-funded career training programs to unemployed and underemployed adults across 20+ U.S. cities, with primary program locations in Washington DC, Atlanta, and Greensboro/Guilford County, NC. The organization targets career changers and entry-level job seekers, with 56% of learners identifying as female and a 72% program retention rate; 6,734 learners have been prepared for employment cumulatively.

The core product portfolio consists of four training tracks: a 12-week hybrid Microsoft Office Specialist Certification program (targeting $35,000-$50,000+ administrative roles), an in-person Hospitality Excellence program (Atlanta), the AdvanceU Manufacturing Technician Training program co-developed with GuilfordWorks (paid training with Manufacturing Skills Institute MT-1 certification), and a Professional Development program. Delivery combines online coursework with in-person labs and includes comprehensive wraparound services: career coaching, resume/interview preparation, Learner and Employer Success Coaches, and 6-12 months of post-placement mentorship through employment probationary periods.

The underlying technology is a cloud-based learning management system with assessment and certification tracking, plus a mobile-accessible platform with SMS/MMS communication capabilities. ChooseU does not generate revenue from learners; instead, it operates on a freemium model funded by grants, corporate sponsorships, and workforce development funding. Key institutional partners include McKinsey, Verizon, Microsoft (certification), USAA, TIAA, United Way, Robin Hood, Regions, Texas Mutual, and Slalom. The organization employs 198 people and is headquartered at 712 H St NE in Washington, DC.

Name

ChooseU

Legal name

ChooseU

Website

https://choose-u.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

ChooseU is a Washington, DC-based nonprofit workforce development organization that delivers tuition-free, scholarship-funded career training programs across 20+ U.S. cities for unemployed and underemployed adults, with tracks in IT certification, hospitality, manufacturing, and professional development.

Ownership category

akta.pro rank

Product category

Workforce Development Training

NAICS

Technical and Trade Schools (61151), Computer Training (611420), Apprenticeship Training (611513), Educational Services (611)

SIC

Services-Educational Services (8200), Services-Employment Agencies (7361)

akta.pro primary industry

Community College / Training Provider Workforce Pathways Programs (EDAAAOAO)

akta.pro secondary industries

Workforce & Career Transition Noncredit Programs (EDAAAEAC), Work-Based Learning Programs (Internships, Apprenticeships, Community-Based Instruction) (EDAKANAF), Apprenticeships, Internships & Work-Based Learning Programs (BPACANAK)

Keywords

• Free job training
• Workforce development
• Career certification
• Professional skills training
• Employment placement

Headquarters

HQ city

Washington, District of Columbia

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Scholarship-Funded Training Programs: Programs are provided at no-cost to learners through scholarship funding and employer partnerships. Revenue is not generated from learners but from grants, corporate partnerships, and workforce development funding sources.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

ChooseU delivers free, scholarship-funded workforce training programs to unemployed and underemployed adults across 20+ U.S. cities. Core programs include Microsoft Office Specialist certification (12-week hybrid), Hospitality Excellence, AdvanceU Manufacturing Technician training with MSI MT-1 certification, and Professional Development, all bundled with career coaching, resume/interview preparation, and direct job placement through employer partners.

Product overview

ChooseU is a workforce development organization that offers multiple career training programs designed to connect talent with employment opportunities. The core offering consists of four main programs: Microsoft Office Specialist Certification (hybrid 12-week program with career support), Hospitality Excellence (in-person training for service industry roles), AdvanceU Manufacturing Technician Training (paid training with MSI certification), and Professional Development (workplace skills training). Programs are scholarship-funded (no-cost to learners) and include comprehensive career support services including coaching, resume building, interview preparation, and direct employer job placement assistance. The organization operates across 20+ cities with a reported 72% retention rate and has served 6,734 learners prepared for employment.

Differentiator

Problem solved

Functional benefit

Brands

• AdvanceU: A manufacturing technician training program powered by GuilfordWorks and ChooseU, offering paid training with job placement support.

Products and services

• Microsoft Office Specialist Certification Program A 12-week hybrid (online + in-person labs) workforce training program that prepares adult learners for industry-recognized Microsoft Office Specialist certification, targeting entry-level administrative and business support roles with starting salaries of $35,000-$50,000+. Includes 6 months of ongoing career support.
• Hospitality Excellence Program A comprehensive in-person hospitality training program delivered in Atlanta that prepares participants for entry-level positions in the hospitality industry, with emphasis on practical skills, customer service excellence, and direct job placement through local employer partnerships.
• AdvanceU Manufacturing Technician Training A paid manufacturing technician training program co-developed with GuilfordWorks that prepares learners for entry-level manufacturing positions in Guilford County (Greensboro/High Point, NC). Includes Manufacturing Skills Institute (MSI) MT-1 certification and direct job placement with local employers, with 5 weeks of paid work experience.
• Professional Development Program Workforce training covering essential workplace skills and career advancement for adult learners pursuing professional growth across industries.
• Career Coaching & Job Placement Services Personalized career coaching, resume development, interview preparation, and ongoing job placement assistance with direct connections to employer hiring networks, bundled into ChooseU programs and provided 6-12 months throughout training and into employment.
• Learner and Employer Success Coach Support Ongoing mentorship and support from dedicated Learner and Employer Success Coaches delivered throughout training and into employment, including guidance through employment probationary periods and continued career development.

Quantifiable outcome

• 6,734 learners prepared for employment
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor and core.

• SlalomminorStrategic or Co-development PartnerConsulting partner that has supported ChooseU over the past decade, listed among major organizational partners.
• Texas MutualminorStrategic or Co-development PartnerInsurance company partner supporting ChooseU's workforce development mission over the past decade.
• TIAAminorStrategic or Co-development PartnerFinancial services organization that has supported ChooseU's mission as a long-term partner.
• United WaycoreStrategic or Co-development PartnerMajor nonprofit partner supporting ChooseU's workforce development and economic mobility mission.
• USAAminorStrategic or Co-development PartnerFinancial services company partner supporting ChooseU's veteran and military family workforce programs.
• VerizonminorStrategic or Co-development PartnerTechnology company partner supporting ChooseU's workforce development initiatives.
• McKinsey & CompanycoreStrategic or Co-development PartnerMajor consulting firm partner providing strategic support and expertise to ChooseU's workforce development programs.
• RegionsminorStrategic or Co-development PartnerRegional banking partner supporting ChooseU's workforce development in the Southeast US markets.
• Robin HoodcoreStrategic or Co-development PartnerPoverty-fighting organization partner supporting ChooseU's economic mobility programs, particularly in New York market.
• GuilfordWorkscoreStrategic or Co-development PartnerWorkforce development board and job training organization serving Guilford County, NC. Co-develops and co-delivers the AdvanceU Manufacturing Technician Training program. Provides eligibility screening and participant recruitment.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Year Up: Workforce development nonprofit offering training and corporate internships to young adults, combining classroom instruction with employer partnerships for placement into tech and business roles.
• Generation Network (Global): Global nonprofit workforce organization that was the parent/affiliate network of ChooseU (formerly Generation USA), running employer-aligned training programs in multiple countries with similar methodology.
• Per Scholas: National nonprofit providing free, employer-aligned tech and IT workforce training to adults from underserved communities, with similar tuition-free model, employer-driven curriculum, and direct job placement pathways.
• JVS (Jewish Vocational Service): Nonprofit providing workforce training, career coaching, and job placement to adults facing barriers to employment, with employer partnerships similar to ChooseU's model.
• NPower: Nonprofit delivering free tech and digital skills training to underserved adults and veterans, with employer partnerships and job placement support — overlapping closely with ChooseU's Microsoft/tech certification track.

Emerging players

• Apprenti: Nonprofit apprenticeship program placing candidates into tech and skilled-trade roles through employer partnerships, comparable to ChooseU's paid manufacturing work-experience model.
• Reskill Americans: Nonprofit providing free technology training and job placement to unemployed and underemployed Americans, with employer-aligned curriculum similar to ChooseU's program design.
• Multiverse: Technology-focused apprenticeship and skills provider working with employers to upskill workers, representing a more tech-enabled, employer-funded alternative to ChooseU's nonprofit training model.

Broad incumbents

• American Job Center network (Workforce Development Boards): Government-funded local Workforce Development Boards (e.g., GuilfordWorks) that deliver publicly funded job training, certifications, and placement — competing for the same employer partnerships and learner referrals as ChooseU.
• Goodwill Industries International: Large, established nonprofit operating workforce development, job training, and placement programs across the U.S., serving similar populations but at much greater scale and broader scope than ChooseU.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/school/chooseu

Revenue estimate

Valuation estimate

Number of profiles

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 ChooseU