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GetSmarter: The $61M EdTech Powerhouse with a Trust Problem
How a platform partnered with Oxford and LSE built a massive business, yet struggles with user satisfaction
GetSmarter isn't just selling online courses—it's selling access to the world's most elite universities, packaged for working professionals. With 351 employees and $61.4M in revenue, they've built a machine that converts Oxford's brand into certificates. But beneath the prestigious partnerships lies a stark reality: a 1.7/5 Trustpilot rating that suggests the product might be failing its customers.
"They're not in the education business—they're in the credentialing business, and that's a fundamentally different value proposition."
The Traffic Paradox
GetSmarter's traffic tells a fascinating story. With 672K monthly visits and 47% direct traffic, nearly half of their users are typing the brand directly into their browser. This isn't a discovery play—this is a brand play. Yet organic search only accounts for 40%, suggesting their SEO moat isn't as deep as their partnerships suggest. The real power lies in their university associations: 'Oxford University' and 'LSE' appear as their top keywords, meaning the brand is riding entirely on coattails rather than building its own search authority.
The Trust Gap
Here's the brutal truth: 49 reviews on Trustpilot averaging 1.7 stars. For a company generating over $60M annually, this is a catastrophic failure in customer experience. When your product costs thousands of dollars and your customers are busy professionals seeking career advancement, a 1.7-star rating suggests fundamental cracks in the delivery model. This isn't a few bad apples—this is systemic dissatisfaction.
GetSmarter operates in a sweet spot: the professional education market where credentials matter more than content. Their model—partnering with elite universities to sell short courses—has created a $61M business. But the data reveals a critical vulnerability: they're dependent on brand associations they don't own. When your top keywords are 'Oxford University' and 'LSE,' you're not building a brand; you're renting one.
- Elite university partnerships (Oxford, LSE, UCT) create instant credibility
- Direct traffic dominance (47%) indicates strong brand recall among professionals
- Tech stack shows modern infrastructure (Tailwind, PWA, Datadog)
- Global reach with undefined top countries suggesting international demand
- 351 employees supporting $61M revenue = ~$175K revenue per employee
The EdTech Unicorn That Isn't
GetSmarter proves that B2B education can be massive, but their trust crisis shows that brand partnerships alone don't create sustainable businesses. The question isn't whether they can scale—it's whether they can survive their own customer experience.
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Short Courses With Leading Universities and GetSmarter
Earn a certificate and showcase your expertise in AI, business intelligence, and more. Explore online short courses from the world’s leading universities.
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Reviews (20)
Excellent courses
I've done four courses on GetSmarter - Yale's Accelerated Management Program, Stanford's Psychology for High Performance, Economist Education's Critical Thinking and HEC's The Leader As Coach. All the courses have been excellent with the Yale program being outstanding in terms of content and delivery. I had no issues using the program and the TAs and support were very responsive in providing extensions whenever I requested.
Overall, it was positive
My experience with the platform and the training delivery team has been positive. The course includes face time with genuine Oxford tutors, the certificate of completion is granted upon successful completion (grades must be over a certain threshold). Students receive access to a few helpful resources and are added to the Oxford Executive Online Education group and career network.
I am supposed to start my online course…
I am supposed to start my online course with Cambridge today and I still did not receive login details. Sent two emails to getsmart, tried to call - all agents are busy so the system disconnects me and advises to send them an email. At 2K for a few weeks online course, I would expect a more decent experience with something so basic and technical as login details. It was fixed during the day but still a bit unpleasant start of the course.
Great content, worst company to deliver it
Enrolled and enjoyed the Oxford Artificial Intelligence Programme. But the service provided by GS is sub par to say the least. They forgot to grade one of my submission because of a technical glitch on their side, told me there was nothing they could do at first then eventually released my grade, refused to acknowledge any wrong doing and barely offered a 20% discount on another course (because I pushed). Stay clear.
DO NOT recommend
DO NOT recommend! I signes up for a course with Economist Education. They work with getsmarter.com. After paying for the course, communication stopped. I did not receive any further info or updates regarding the course. Only upon inquiry did I receive the log-in data the day of the course start. The actual courses content is not released until several days later even though it is pre-recorded and reused for every course. The worst part is that I am obligated to upload fotos of my picture ID, front and back along with a selfie on a third party platform that uses AI to "verify my identity". There is no apparent reason to why they would need all this personal data in order to offer their services. This should be optional for participants that want to receive an official certificate for their course participation.
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About getsmarter.com
Earn a certificate and showcase your expertise in AI, business intelligence, and more. Explore online short courses from the world’s leading universities.
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getsmarter.com uses 20 technologies across their website including Font Awesome, HSTS, Ruby on Rails, and more.
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getsmarter.com receives approximately 672.4K monthly visitors and ranks #70,387 globally. The website has a bounce rate of 44% with visitors viewing an average of 3.4 pages per visit. Users spend an average of 2:16 on the site.
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