Eduten advances learning and data-driven decision-making through AI 

Eduten's roots are in the university world. The company was founded in early 2018 to internationalize and commercialize the digital ViLLE -learning system developed at the University of Turku. The system has been successfully utilized, for example, in teaching mathematics and languages in Finland. 

"When the company was founded, ViLLE had been developed for six years at the Centre for Learning Analytics of the university. Feedback received in Finland had been positive: students and especially teachers liked ViLLE. The university had a strong desire to export the system to international markets, and for this purpose a startup, Eduten, was established," explains CEO Henri Muurimaa.

Known around the world as Eduten, the solution is an AI-based digital learning system that can be used both for gamified exercises and for assessing and analyzing learning. Eduten's main users are teachers, and the digital learning platform does not replace traditional teaching, but supports it. The application enables teachers to give each student gamified and interactive exercises suitable to their learning level. The system produces feedback on learning for both the student and the teacher immediately after the exercises. This can improve motivation and, for example, free up the teacher's time for teaching and providing support.

"The results show that schoolchildren learn mathematics better. Teachers receive real-time analytics, and for example in Mongolia, we have also developed national-level analytics for the needs of the local Ministry of Education," says Muurimaa.

Education providers from schools and cities to the national level can use the learning analytics provided by Eduten in their decision-making. The analytics offered by the digital platform are based on learning profiles formed for each learner, which are built and updated in real time with the help of AI. The real-time data can be used in monitoring, evaluating and appropriately targeting support.   

Eduten’s browser-based application can be used both on a computer and on mobile devices such as tablets and smartphones. For learning analytics and the benefits it brings, it is enough to use Eduten about once a week. Therefore, implementing the platform does not require major changes in school routines. Eduten’s AI analytics and gamified exercises can be applied to teaching almost all subjects.  

In addition, Eduten's digital solution is suitable for the corporate (business to business, B2B) and consumer markets, as well as for the public sector (business to government, B2G). The company's customers include private schools, parents of students and public sector organizations in more than 50 countries around the world.

"We started in the B2B market and targeted private schools as customers. The goal at the time was to generate revenue quickly, and decision-making in private schools is straightforward and fast. The market niche on the consumer side is huge, but the challenge is to get enough new users to replace those who leave," Muurimaa describes.

In recent years, Eduten has invested strongly in the public sector market. Public organizations, such as ministries of education and public school systems, have been acquired as customers. In 2024, most of the revenue came from the B2G market.

On its way towards international markets, Eduten used already early on Tempo funding that is intended for under 5 years old startups. The funding enables mapping the demand and functionality of a product or service in the international market. 

"Like other startups, we have been involved in many things from the start. In retrospect, all the support we received in the beginning has been really important, and it is likely that many things would have remained undone without it," Muurimaa says.

One significant step in cooperation occurred in the early days of the COVID-19 pandemic.

"We had started internationalization activities in the end of 2019, and were trying to open up the sales pipeline. In early 2020, I was at a trade fair in Dubai where I was able to demonstrate the system the representatives of the United Arab Emirates. They were interested in piloting," Muurimaa recalls.

Then the lockdowns caused by the pandemic interrupted everything, but Business Finland's business development funding in disruptive circumstances saved the company.

"We got into a situation where we wondered would the company even exist in six months' time. Corona support enabled us to conduct an experiment in the consumer market, which did not succeed, but helped us to keep the lights on," Muurimaa describes.

The global chaos in private schools lasted for a while, but already after six months we started getting contacts from all over the world – from Latin America, the Far East, the Middle East, and the turnover doubled, Muurimaa recalls.

Later the growing company has also benefited from Business Finland's research and development (R&D) funding for new openings that have required risk sharing. With R&D funding, companies can develop products or services, production methods, and business models. The funding enables also to test and demonstrate a new solution with customers. 

Open interaction has been the basis for cooperation between Business Finland and Eduten over the years.

"Ideas are presented by both sides. We have our finger on the pulse and keep up to date on what the company wants and needs. Right allocation of resources is important. We provide information about different funding options and act as a sparring partner in research and development," says Business Finland's Account Manager Kimmo Koponen.

Eduten was able to engage in international collaboration with the United Nations (UN) early on. This helped the new small Finnish company to increase its visibility and credibility, opening doors especially in the global B2G market. 

The journey began when Eduten won the United Nations Educational, Scientific and Cultural Organization (UNESCO) 2020 ICT for Education Prize.

"The award brought us credibility and visibility. Everyone knows the Finnish education system, but no one knew a small company from Turku. And without awareness, it is difficult to have a conversation with anyone,” Muurimaa says.

Another significant award was the UNICEF EdTech Award in 2022. The competition looked for groundbreaking digital learning solutions that have the potential to become “blue unicorns” – referring to projects that impact the learning experiences of at least 100 million children.

"The victory was a humble moment for us. There were 140 participants from 40 different countries, Muurimaa recalls.

Owing to the awards, Eduten has been involved in UN-led projects and been able to carry out pilots, for example, in Chile. In addition, cooperation has been built, for example, with the Asian and Latin American development banks. 

Eduten's current growth strategy relies heavily on the public sector market and, especially in emerging and developing markets, the public sector often plays a significant role in the adoption of new solutions.

"Business is easier in developing countries, where education is more strongly steered by education ministries. They can, if necessary, mandate schools to adopt the system – for example, a separate school law was passed in Mongolia. We want to be involved in the development of national education systems, dialogues and large projects. The projects are long and slow before they turn into revenue," Muurimaa says.

"Many emerging and developing markets in Africa, Asia, Latin America and Southeast Europe are growing rapidly. These markets need sustainable innovative solutions that responsible Finnish companies can develop and offer," says Kiira Kärkkäinen who leads Developing Markets Platform at Business Finland.

There are also plenty of challenges in emerging and developing markets. Developing countries may not have the equipment and network connections required to use digital solutions – or even electricity. There are also large regional differences within countries, for example between the capital city and the countryside.

"The implementation of the learning system must always be considered locally through experimentation and testing. For example, there are big differences in teachers' skill levels between different countries, starting from the use of digital platforms or touch screens," Muurimaa describes.

In 2024, Eduten was granted complementary top-up funding linked to a Business Finland funded R&D-project and focused on developing markets in the framework of Developing Markets Platform. The purpose of the top-up funding is to enable co-development of sustainable innovations with local partners. 

With the help of top-up funding, Eduten has piloted its solution and developed related business models in Uzbekistan, India, Sri Lanka and Mongolia. The projects are led from Finland, and the activities take place in cooperation with local partners. 

"The top-up funding offered within the framework of Developing Markets Platform is an interesting support mechanism and a great way to get to test the things we have developed in cooperation with local partners," Muurimaa praises.

"Solutions developed with the top-up funding can improve competitiveness, while promoting sustainable development in developing markets from the perspectives of, for example," the environment, social development, good governance or cost-efficiency, Kärkkäinen emphasizes. 

"The goal of quality education is at the core of our operations. Promoting gender equality and reducing inequalities are also important goals. The digital platform is merciless and incorruptible, you cannot get more points by paying," stresses Muurimaa.

According to Kimmo Koponen Eduten is one of Finland's best companies in the field of learning technology:

"They have strong scientific evidence backing them, and the value proposition to the customer is upheld. This forms a good basis for international business. Eduten has made it to the right tables around the world."

Muurimaa agrees on the importance of networks. According to him, the right contacts are super important in building international business and growth. 

"But one must always remember humility and understand the specific and changing needs of the target countries," Muurimaa concludes.

Developing Markets Platform helps Finnish companies develop innovative and competitive business in developing markets in line with sustainable development. It is a joint endeavor of Business Finland and the Ministry for Foreign Affairs (MFA), and the top-up funding provided has derived from the official development assistance by the MFA. 

The top-up funding model of Developing Markets Platform was revised at the beginning of 2025. Similar top-up funding linked to R&D-funding by Business Finland and deriving from the official development assistance by the MFA can now be applied from Finnpartnership. 

The new Perspectives on Innovation and Growth -series inspires companies to think about their growth strategies in light of long-term global developments, with a focus on developing markets. The series includes concise snapshots of global trends that can shape or create future market opportunities, driving the need for sustainable renewal and innovation. 

Developing Markets Platform