BELLS

Vocational and Professional Educationbells.sg

BELLS Institute of Higher Learning is a Singapore-based private education institution operating 7 training centers across technology, baking, professional development, and new media courses for individual learners and corporate clients, with 8 SkillsFuture-funded SCTP diplomas and tier-1 partnerships with IBM, BDO, Deloitte, and TÜV NORD.

Company typePrivate
Founded2025
HeadquartersSingapore, Singapore
Headcount101–250
GTM typeB2B and B2C
OfferingServices

What BELLS does

BELLS Institute of Higher Learning Pte. Ltd. is a Singapore-registered private education institution operating since 2008 (rebranded from AGB Education in 2016) under CEO Adrian. It delivers in-person training through 7 islandwide centers spanning technology, baking, professional development, and new media, organized across sub-brands: BELLS Tech, BELLS Baking Studio, BELLS Professionals, New Media Lab, and BELLS Baking Club. Its core curriculum includes 40+ courses — notably 8 SkillsFuture Career Transition Programme (SCTP) diplomas covering Digital Marketing with AI Integration, Agentic AI Specialist, Cybersecurity Professional, Full Stack Developer, Data Science Professional, Business Digitalisation, Blockchain Developer, and AI-Enhanced IT Sales — plus short courses eligible for up to 90% government funding under its Tech Empowerment Series.

The institution generates revenue through three streams: per-course tuition fees (partially subsidized via SkillsFuture Credit), corporate training engagements (team-bonding baking workshops and customized professional development), and SkillsFuture-funded SCTP diplomas. Course fees carry a 9% GST and a tiered refund policy. Go-to-market is hybrid — direct-to-consumer via website catalog, WhatsApp enquiries, and walk-in enrollment, layered with a community-led motion leveraging government partnerships (e2i, SSG, SkillsFuture) for credibility and referral flow. Marketing relies on owned blog content, social media, and CEO presence at industry events such as the ESU CTC Fiesta and Procurement igNite.

The company has assembled a tier-1 partnership ecosystem spanning IBM (AI Engineering MOU), BDO Singapore (co-branded Digital Procurement Academy launched July 2024), Deloitte (professional learning), TÜV NORD Akademie (German-standard certification), Momentum Z (Cyber Essentials Certification), and Singapore Red Cross Academy. It is SSG-Appointed as a Program Partner for CET courses in the Infocomm Tech sector and holds PEI registration (No. 200810205H) through 17 March 2029. The institution is founder/privately-owned, Singapore-only in geographic scope, and does not disclose revenue or headcount figures.

BELLS firmographics

Firmographics

Name: BELLS
Legal name: BELLS Institute of Higher Learning Pte. Ltd.
Website: https://bells.sg
Company type: Private
Founded year: 2025
Operating status: Operating
Headcount range: 101–250 employees
Short description: BELLS Institute of Higher Learning is a Singapore-based private education institution operating 7 training centers across technology, baking, professional development, and new media courses for individual learners and corporate clients, with 8 SkillsFuture-funded SCTP diplomas and tier-1 partnerships with IBM, BDO, Deloitte, and TÜV NORD.
Ownership category
akta.pro rank

BELLS industry classification

Industry

Product category: Vocational and Professional Education
NAICS: Business Schools and Computer and Management Training (6114), Professional and Management Development Training (61143), Computer Training (611420)
SIC: Services-Educational Services (8200)
akta.pro primary industry: Digital Learning Content Development (eLearning, Labs, Simulations) (BPAEANAD)
akta.pro secondary industries: Telecommunications & Networking (EDAAAPAF), Computer Science & Programming Tutoring (K–12 & Intro College) (EDANAAAE)

Where BELLS is headquartered

Location

Headquarters

HQ city: Singapore
HQ country: Singapore
HQ region: Asia

Offices5 records

Markets served

BELLS business model

Business model

GTM type: B2B and B2C
Offering type: Services
Cost components: Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

Course Fees: Tuition fees for tech, baking, and professional development courses. Course fees plus 9% GST are payable on or before the first lesson. Full or net fee after SkillsFuture training grant subsidy.
Corporate Training: Customized team bonding workshops and corporate training programs for enterprise clients, including baking workshops and professional development courses
SkillsFuture Career Transition Programme: Full-time diploma programmes under SCTP with government funding support

Pricing tiers

Model	Billing	Price
Subscription	One time/ perpetual license	SkillsFuture Credit Eligible Courses
Unit Pricing	Pay-as-you-go	Corporate Training Programs

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

BELLS product offering

Product offering

Core offering

BELLS Institute of Higher Learning is a Singapore-based private education provider that delivers classroom-based courses across technology (AI, RPA, Cybersecurity, Data Analytics, Blockchain, Digital Marketing), baking (BELLS Baking Studio and BELLS Baking Club), professional development (BELLS Professionals), and digital media production (New Media Lab), serving both individual learners and corporate clients through seven training centers.

Product overview

BELLS Institute of Higher Learning is an educational institution offering a multi-brand portfolio of courses across three main divisions: BELLS Tech (technology and digital skills courses), BELLS Baking Studio (hands-on culinary training), and BELLS Professionals (workplace development programs). BELLS Tech operates as the primary tech education brand offering SCTP diploma programs and short courses in AI, RPA, Cybersecurity, Data Science, and Digital Marketing. BELLS Baking Studio provides funded baking courses and corporate team-building workshops. The institution also operates New Media Lab for sound and lighting engineering, and BELLS Baking Club for recreational baking experiences. The company previously operated as AGB Education and partners with industry leaders including IBM, BDO, Deloitte, and TÜV NORD for specialized programs.

Differentiator

Problem solved

Functional benefit

Products and services

BELLS Tech

Companies that use BELLS

Customer profile

Named customers3 records

Segments3 records

Ideal customer profiles2 records

BELLS technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature3 records

BELLS partnerships and signals

Strategic signal

Partnerships

Eleven partnerships are on record, tiered core, major and supporting.

BDO SingaporecoreStrategic or Co-development Partner · 10 July 2024BDO Singapore and BELLS launched the BDO-BELLS Digital Procurement Academy at the Procurement igNite event. This partnership focuses on digital procurement education and training, addressing the future of procurement with AI integration. The academy was officially inaugurated at a major industry event.
Thye Hua Kwan Moral CharitiesmajorStrategic or Co-development Partner · 29 April 2024BELLS partnered with Thye Hua Kwan Moral Charities to expand access to skills and career opportunities for the community. Focus on underserved populations and social impact.
IBMcoreStrategic or Co-development PartnerBELLS signed an MOU with IBM to advance AI engineering education. This partnership aims to enhance AI curriculum and provide students with industry-relevant skills in artificial intelligence engineering.
e2i (Employment and Employability Institute)coreGTM or Marketing PartnerPartnership with e2i, an NTUC initiative, to strengthen employment and employability outcomes for BELLS partners and alumni. e2i supports job matching and career development services.
DeloittemajorStrategic or Co-development PartnerPartnership with Deloitte for shaping the future of professional learning. Collaboration on professional development programmes and industry-aligned curriculum.
TÜV NORD AkademiemajorStrategic or Co-development PartnerLandmark partnership with TÜV NORD Akademie for professional training and certification programmes, bringing German-standard quality training to Singapore.
Momentum ZsupportingTechnology or IntegrationPartnership with Momentum Z to strengthen cybersecurity and data protection training for SMEs. BELLS achieved Cyber Essentials Certification with Momentum Z's and GICG's support.
Singapore Red Cross AcademysupportingStrategic or Co-development PartnerBELLS Tech and Singapore Red Cross Academy joined forces to strengthen community training initiatives, including hosting NLP workshops for Singapore Red Cross staff.
SkillsFuture Singapore (SSG)coreGTM or Marketing PartnerSSG-appointed programme partner for CET courses in Infocomm Tech Sector. Provides government funding access for eligible learners through SkillsFuture Credit.
CIPS (Chartered Institute of Procurement & Supply)supportingGTM 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 supporting partner.
SG InnovatesupportingStrategic or Co-development PartnerBELLS Tech collaborated with SG Innovate for the Data Science & Blockchain Experiential Exchange Session, providing industry exposure and networking opportunities.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

BELLS competitors and assessment

Company assessment

Direct peers

NTUC LearningHub: Singapore's largest continuing education and training provider, also SSG-Appointed and serving SkillsFuture-funded individual learners and corporate clients. Offers overlapping tech, digital, and professional development courses with similar in-person delivery model.
Lithan (formerly Edvance.io): Singapore-based private education and digital talent platform focused on tech upskilling, AI, and cloud certifications. Direct competitor in the SCTP and CET Infocomm Tech space with similar government funding access.
Aventis Learning Group: Singapore-based private education provider offering professional development, management, and tech courses. Overlaps with BELLS Professionals and BELLS Tech on corporate training and individual upskilling segments.
At-Sunrice GlobalChef Academy: Singapore culinary academy offering funded WSQ and SkillsFuture-eligible baking and pastry courses. Direct competitor to BELLS Baking Studio in the culinary training space.

Regional players

Singapore Polytechnic: One of Singapore's five public polytechnics offering diploma-level training in infocomm, business, and engineering. Competes for the same career-switching adult learners via subsidized CET programmes, though as a public institution it operates under a different mandate.
Temasek Polytechnic: Singapore public polytechnic with strong tech and digital media diploma programmes plus CET offerings. Comparable to BELLS in targeting mid-career professionals pursuing SSG-funded tech certifications.

Broad incumbents

Kaplan Singapore: Large private education institution in Singapore offering degree, diploma, and professional development programmes. Competes in the broader professional and tech upskilling space with a much broader portfolio and global brand.
SIM Global Education: Major Singapore private education provider offering diplomas, degrees, and continuing education. Overlaps with BELLS on professional development and tech certifications for working adults.

Emerging players

General Assembly: Global tech bootcamp brand (now part of Adecco) focusing on AI, data, and digital skills training. Comparable in product mix (AI, data, full stack) and target learner (career switchers), though Singapore presence is more limited than BELLS's.
Coursera: Global online learning platform offering tech, AI, data, and professional credentials. Reaches Singapore learners but competes with BELLS primarily at the entry-level upskilling tier, threatening SCTP price discounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

BELLS financial estimates

Financial estimate

Revenue estimate

Valuation estimate

BELLS leadership team

Management profile

Number of profiles

Profiles2 records

BELLS funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

BELLS M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about BELLS

What does BELLS do?

Is BELLS a public or private company?

BELLS is a private company. It is classified as unknown and is currently operating.

When was BELLS founded?

BELLS was founded in 2025. It employs 101 to 250 people.

Where is BELLS based?

BELLS is headquartered in Singapore, Singapore, in the Asia region.

How does BELLS make money?

Three revenue lines are on record. Course Fees are the primary driver. The others are corporate Training and skillsFuture Career Transition Programme.

Who are BELLS's main competitors?

Direct peers on record are NTUC LearningHub, Lithan (formerly Edvance.io), Aventis Learning Group and At-Sunrice GlobalChef Academy. Regional players are Singapore Polytechnic and Temasek Polytechnic. Broad incumbents are Kaplan Singapore and SIM Global Education. Emerging players are General Assembly and Coursera.

Does BELLS have an API?

No public API is recorded for BELLS.

What industry is BELLS in?

BELLS's product category is Vocational and Professional Education. Its primary akta.pro industry code is BPAEANAD, Digital Learning Content Development (eLearning, Labs, Simulations), with a secondary code of EDAAAPAF, Telecommunications & Networking. Its NAICS code is 6114 and its SIC code is 8200.