
GetSmarter
Learn online with Africa's top universities.
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GetSmarter operates as a digital education company, collaborating with globally recognized universities to deliver a portfolio of online short courses tailored for working professionals. Founded in 2008 in Cape Town, South Africa, by brothers Sam and Rob Paddock, the company emerged from their family's business. The founders' journey began while working at their father's law firm, where they identified an opportunity in online education, leading to the launch of their first course, an online wine evaluation program with Stellenbosch University.
The company's business model is centered on a revenue-sharing partnership with prestigious universities, including the University of Cambridge, Harvard University's HarvardX, and Massachusetts Institute of Technology (MIT). GetSmarter provides the technological platform and a people-mediated support system, while the universities provide the academic content and rigor. This approach targets professionals seeking to upskill or reskill to remain competitive, offering them certificate-based qualifications. Revenue is generated from student fees for these premium courses, which are designed to be flexible and fit into busy work schedules.
The core service revolves around providing a high-touch, supported online learning experience. This model was designed to address the low completion rates historically associated with traditional distance learning. Each course features a dedicated Success Manager, who acts as a personal guide for students, alongside access to subject-matter experts and a global network of peers for collaborative learning. This people-centric methodology has resulted in an average course completion rate of 88 percent. In May 2017, the American educational technology firm 2U, Inc. announced its acquisition of GetSmarter for approximately $103 million, plus a potential earn-out. The acquisition was intended to expand 2U's international presence and its portfolio of non-degree alternatives. Following the acquisition, GetSmarter continued to operate as an independent subsidiary, with the founders initially remaining at the helm.
Keywords: online education, professional development, short courses, EdTech, executive education, skills development, university partnerships, digital learning, lifelong learning, career advancement, online certificates, 2U, Sam Paddock, Rob Paddock, University of Cape Town, MIT, HarvardX, online learning platform, corporate training, upskilling, reskilling, workforce development