ets toefl
ETS (Educational Testing Service) is a U.S. non-profit founded in 1947 that operates globally recognized standardized assessments — including TOEFL, TOEIC, GRE, and Praxis — serving individual test-takers, universities, licensing boards, employers, and government agencies across 14 countries, with enterprise credentialing and AI-driven measurement capabilities.
- Company typePrivate
- Founded1947
- HeadquartersPrinceton, United States
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What ets toefl does
ETS (Educational Testing Service) is a U.S. 501(c)(1) non-profit educational assessment organization founded in 1947 and headquartered in Princeton, New Jersey. It operates a broad portfolio of standardized assessments including the TOEFL family (iBT, Essentials, ITP, Primary, Junior), the TOEIC suite (Listening & Reading, Speaking & Writing, Bridge), the GRE (General and Subject Tests), and the Praxis educator certification series. Beyond individual tests, ETS delivers enterprise solutions spanning professional certification, licensure, government, K-12, and talent and workforce assessment, supported by the ETS Research Institute and a dedicated AI Research Center focused on measurement science. The company serves individual test-takers, universities, licensing boards, employers, and government agencies across 14 countries.
Revenue is generated primarily through two streams: one-time test registration fees paid by individual test-takers (TOEFL, GRE, TOEIC, Praxis) and recurring institutional and corporate contracts for credentialing, licensure, government workforce, and K-12 assessment programs. Distribution operates through direct-to-consumer online registration portals (ereg.ets.org, toeflibt.ets.org) combined with sales-led institutional partnerships and 14 regional offices providing localized language and delivery support. Marketing is predominantly digital, leveraging the corporate website, regional portals, LinkedIn/X social presence, the Insights & Perspectives publication, and email newsletters.
ETS has pursued an aggressive inorganic growth strategy, most notably the 2024 acquisition of ACT and a series of subsidiary acquisitions including PSI, Edusoft, Kira Talent, Vericant, and Wheebox, expanding capabilities in testing services, learning technology, and talent measurement. The organization also invests in proprietary measurement science through the EvidenceWorks framework and its AI Research Center, positioning AI-driven assessment as a core differentiator.
ets toefl firmographics
Firmographics- Name
- ets toefl
- Legal name
- Educational Testing Service
- Website
- https://etscanada.ca
- Company type
- Private
- Founded year
- 1947
- Operating status
- Operating
- Short description
- ETS (Educational Testing Service) is a U.S. non-profit founded in 1947 that operates globally recognized standardized assessments — including TOEFL, TOEIC, GRE, and Praxis — serving individual test-takers, universities, licensing boards, employers, and government agencies across 14 countries, with enterprise credentialing and AI-driven measurement capabilities.
- Ownership category
- akta.pro rank
ets toefl industry classification
Industry- Product category
- Educational Assessment Services
- NAICS
- Educational Support Services (611710), Educational Services (611), Educational Support Services (61171)
- SIC
- Services-Educational Services (8200), Services-Testing Laboratories (8734)
- akta.pro primary industry
- Language Assessment, Placement Testing & Proficiency Certification Tools (EDAFAOAH)
- akta.pro secondary industries
- Language Proficiency & Admissions Testing Prep (TOEFL/IELTS/DELE/HSK, etc.) (EDAGADAE), University/College Entrance & Admissions Testing Authorities (EDADAFAE)
Keywords
Where ets toefl is headquartered
LocationHeadquarters
- HQ city
- Princeton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ets toefl business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Test Registration Fees: ETS generates primary revenue through registration fees for standardized tests including TOEFL, GRE, TOEIC, and Praxis. Individual test-takers pay fees to take assessments for academic admission, professional certification, and English language proficiency credentials.
- Institutional/Corporate Solutions: ETS provides end-to-end assessment solutions for credentialing, government, and workforce programs. This includes certification programs, licensure testing, government workforce assessments, and K-12 solutions sold to institutions and organizations.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
ets toefl product offering
Product offeringCore offering
ETS designs, develops, and administers research-based standardized assessments including the TOEFL family of English-language proficiency tests, the GRE for graduate admissions, TOEIC for workplace English, and Praxis for teacher certification. The company also delivers end-to-end institutional assessment solutions spanning certification, licensure, government workforce programs, K-12, and talent measurement, supported by its ETS Research Institute and AI Research Center.
Product overview
ETS (Educational Testing Service) operates as a comprehensive educational assessment organization offering a multi-product portfolio of standardized tests and assessment solutions. The core product line includes the TOEFL family (TOEFL iBT, TOEFL Essentials, TOEFL ITP, TOEFL Primary, TOEFL Junior) for English language proficiency, the TOEIC series (Listening & Reading, Speaking & Writing, Bridge) for workplace English, and the GRE suite (General Test, Subject Tests) for graduate admissions, along with Praxis assessments for teacher certification. Beyond individual tests, ETS provides enterprise solutions including certification, licensure, government, K-12, and workforce assessment programs, supported by the ETS Research Institute for measurement science innovation and AI research capabilities. The organization recently announced acquisition of ACT to expand its educational assessment offerings.
Differentiator
Problem solved
Functional benefit
Brands
- TOEFL: The premier test of English communication, measuring language skills in an academic context.
- TOEFL iBT
- TOEFL Essentials
- TOEFL ITP
- TOEFL Primary
- TOEFL Junior
- TOEIC
- GRE
- Praxis
- ETS Research Institute
- ETS Solutions
- ETS Capital
- FutureNav Compass
Quantifiable outcome
- ETS acquired ACT, accelerating a new era of college and career readiness
Companies that use ets toefl
Customer profileSegments5 records
Ideal customer profiles5 records
ets toefl technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
ets toefl partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ACTcoreETS acquired ACT in a major strategic move accelerating a new era of college and career readiness. This acquisition combines two of the most influential assessment organizations in education, expanding ETS's capabilities in college readiness and career assessment.
Scale indicators2 records
Recent moves2 records
Expansion highlights5 records
ets toefl competitors and assessment
Company assessmentDirect peers
- ACT: ACT is a direct peer operating the ACT college readiness test and a portfolio of K-12 assessments; ETS has announced an acquisition of ACT, but it has historically competed head-to-head in college and career readiness assessment.
- College Board: College Board operates the SAT, AP, and PSAT — direct competitors to ETS's GRE, Praxis, and post-ACT college-readiness suite, serving the same higher-education admissions market.
- British Council (IELTS): British Council co-owns and delivers IELTS, the most direct global competitor to the TOEFL family for English-language proficiency testing for study, work, and migration.
- Cambridge Assessment English: Cambridge Assessment English delivers Cambridge English qualifications (B2 First, C1 Advanced, Linguaskill) — directly competing with ETS in English proficiency and admissions testing.
- Pearson PTE: Pearson's PTE Academic is a competing English proficiency test accepted by universities and governments, directly contesting TOEFL in international student and migration markets.
Emerging players
- Duolingo English Test: Duolingo's at-home, AI-proctored English Test has rapidly gained acceptance at universities as a lower-cost alternative to TOEFL, positioning it as a fast-rising challenger in the same test-taker pool.
- HireVue: HireVue provides AI-driven video interview and talent assessment technology, competing with ETS's Kira Talent subsidiary in the broader talent assessment and workforce solutions market.
Broad incumbents
- Prometric: Prometric is a major test delivery and assessment services provider that operates testing centers and programs for credentialing bodies — overlapping with ETS Solutions in licensure and certification delivery.
- Kaplan (Kaplan International): Kaplan offers test preparation alongside pathway and English-language programs, placing it as an adjacent incumbent competing for the same international student demand that drives TOEFL volume.
Regional players
- IDP Education: IDP Education co-owns IELTS and operates extensive international student placement services, making it a regional incumbent particularly strong in Asia-Pacific that overlaps with ETS's English-proficiency and student mobility franchise.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
ets toefl social profiles
Digital presenceets toefl financial estimates
Financial estimateRevenue estimate
Valuation estimate
ets toefl leadership team
Management profileNumber of profiles
ets toefl subsidiaries and ownership
Company hierarchySubsidiaries5 records
ets toefl funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ets toefl 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 ets toefl
What does ets toefl do?
ETS designs, develops, and administers research-based standardized assessments including the TOEFL family of English-language proficiency tests, the GRE for graduate admissions, TOEIC for workplace English, and Praxis for teacher certification. The company also delivers end-to-end institutional assessment solutions spanning certification, licensure, government workforce programs, K-12, and talent measurement, supported by its ETS Research Institute and AI Research Center.
Is ets toefl a public or private company?
ets toefl is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was ets toefl founded?
ets toefl was founded in 1947.
Where is ets toefl based?
ets toefl is headquartered in Princeton, United States, in the North America region.
How does ets toefl make money?
Two revenue lines are on record. Test Registration Fees are the primary driver. The others are institutional/Corporate Solutions.
Who are ets toefl's main competitors?
Direct peers on record are ACT, College Board, British Council (IELTS), Cambridge Assessment English and Pearson PTE. Emerging players are Duolingo English Test and HireVue. Broad incumbents are Prometric and Kaplan (Kaplan International). IDP Education is listed as a regional player.
Does ets toefl have an API?
No public API is recorded for ets toefl.
What industry is ets toefl in?
ets toefl's product category is Educational Assessment Services. Its primary akta.pro industry code is EDAFAOAH, Language Assessment, Placement Testing & Proficiency Certification Tools, with a secondary code of EDAGADAE, Language Proficiency & Admissions Testing Prep (TOEFL/IELTS/DELE/HSK, etc.). Its NAICS code is 611710 and its SIC code is 8200.