UAE-based EdTech startup eFlow has been acquired by the Singapore-headquartered education and technology consulting firm EDT&Partners for an undisclosed amount. The move is set to significantly bolster EDT&Partners’ AI-powered learning delivery and engagement capabilities across the MENA region and globally.
Founded in 2020 by Bassel Jalaleddine and Samer Bawab, eFlow has carved a niche with its chatbot-based conversational learning experiences. The platform is designed to seamlessly embed learning into daily workflows, thereby boosting user adoption, engagement, and course completion rates while preserving the essential role of human educators.
A Strategic Move for Conversational Learning
The acquisition reflects a growing demand for more integrated and engaging learning solutions in both academic and corporate settings. Sustaining learner engagement has long been a challenge, particularly in technology-driven environments. eFlow’s AI-enabled platform directly addresses this by providing interactive and responsive support throughout the learning journey.
“Education remains at the core of who we are,” said Pablo Langa, Founder & Managing Partner of EDT&Partners. “At the same time, we are intentionally expanding into the broader learning ecosystem, particularly in highly regulated industries. Our clients increasingly expect world-class, responsible, and scalable solutions. Strengthening our partner network and AI capabilities is essential to meeting those expectations, and the addition of eFlow’s technology and expertise directly supports that ambition.”
Strengthening Middle East Footprint
As part of the deal, eFlow’s co-founders, Bassel Jalaleddine and Samer Bawab, will join EDT&Partners as senior leaders. This integration will reinforce the global firm’s presence in the Middle East, leveraging eFlow’s deep regional expertise to support expansion in workforce upskilling, institutional transformation, and other large-scale learning initiatives.
“EDT&Partners gives eFlow the strategic and operational backbone needed to scale responsibly,” said Bassel Jalaleddine, Co-Founder of eFlow. “We built eFlow as an AI-powered, human-centred learning platform to improve engagement without diminishing the role of educators and institutions. By joining EDT&Partners, a firm with deep expertise across education strategy, technology, and large-scale delivery, we can bring intelligent, learner-centred learning experiences across a wide range of learning contexts, with the quality and adoption required for real impact.”
Integrating AI for Enhanced Engagement
The synergy between the two companies extends to their technological capabilities. eFlow’s conversational learning platform will complement EDT&Partners’ open-source GenAI framework, Lecture. This combination aims to ensure that learning programmes are not only strategically designed but also effectively adopted, completed, and sustained by users.
Together, the firms are also committed to expanding access to education by enabling affordable, low-bandwidth, messaging-based learning experiences. This approach is particularly impactful for supporting skills development in underserved communities and resource-constrained environments.
About eFlow
Founded in the UAE in 2020, eFlow is an AI-powered conversational learning and engagement platform. It enables learning delivery and management through intelligent, interactive chatbots that embed training and education directly into everyday workflows. The platform focuses on enhancing learner engagement and completion rates while maintaining the human element of distance learning.
Source: Wamda
