Despite its potential, the edtech market In Brazil, the sector still faces obstacles, such as a lack of technological infrastructure, limited access to investment, and resistance from education administrators to adopting new solutions. However, experts point out that, thanks to the creativity and adaptability of Brazilian entrepreneurs, the country has what it takes to compete globally.

For Leo Gmeiner, founder and CEO of School Guardian, one of the main challenges to the growth of edtech startups in Brazil stems from educational institutions’ reluctance to adopt new technologies and enriching experiences. 

“Although this is quite understandable—since administrators and educators often view innovation as a risk—this fear prevents educational institutions from experimenting and determining whether the available technologies truly meet their needs,” he says.

Gmeiner emphasizes that we need to create more opportunities for dialogue and educate entrepreneurs about the challenges facing school administration and the classroom, since linking real-world needs to startups’ potential to solve problems may be the key to overcoming this obstacle.

Lars Janér, founder and CEO of Learnbase and the London School of Economics’ Social Entrepreneurship Ambassador in Brazil, points to other challenges facing the growth of edtech companies in the country. He highlights the lack of technological infrastructure in many regions of the country, the absence of public policies that encourage innovation, and budget constraints—both public and private—as some of the main obstacles.

“The difficulty of balancing long-term results with investor expectations, against a backdrop of extremely high interest rates, also affects the pace of the sector’s development,” he explains.

And looking beyond Brazil, on the global stage, is the edtech market competitive? Gmeiner is emphatic in stating that Brazil has creative entrepreneurs and robust solutions tailored to local needs. “We have many solutions that are in line with national regulations and content, in addition to having the support of major global technology providers,” he says.

Leo Gmeiner suggests bringing entrepreneurs closer to the challenges schools are facing

He acknowledges, however, that in other countries, where technology adoption and access to investment are more advanced, the process of developing and acquiring educational solutions proceeds more quickly.

Janér agrees that the creativity of Brazilian entrepreneurs is a positive factor, in contrast to the access to infrastructure and greater investment found in other countries.

“Brazil is competitive in several areas, especially when it comes to innovation in business models and adapting solutions for large-scale education. However, compared to countries that invest more in education and technology, such as the United States and China, we still have a long way to go, particularly in terms of access to venture capital and infrastructure,” he says.

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The founder and CEO of Learnbase also points out that Brazil has demonstrated creativity in adapting emerging technologies to complex realities, such as the use of edtech in remote areas, which is a unique advantage that can be leveraged on the global stage.

Innovations in AI and Emerging Technologies in the Future of EdTech

When analyzing the market trends that will shape the future of edtech companies in Brazil with regard to emerging technologies, both experts highlight Artificial Intelligence as the technology that is currently all the rage. “AI is, without a doubt, the hot topic of the moment,” says Gmeiner.

He notes, however, that investors are keeping an eye on what comes next, interested in understanding which specific problems AI will be able to solve in the field of education. “Issues such as the quality of learning, data-driven management, reducing absenteeism, and adapting instruction are topics that come up constantly in these discussions,” explains Gmeiner.

According to Janér, we are seeing significant progress in the use of AI, with platforms that integrate this technology to offer personalized learning experiences, such as chatbots and virtual tutors.

According to Lars Janér, edtech companies that are able to adapt innovations to the local context will have a competitive advantage

He also mentions the use of analytics for data-driven decision-making and the growing interest in technologies such as augmented reality (AR), virtual reality (VR), and blockchain for authenticating digital diplomas and certifications. "These innovations are gaining traction, and Brazilian edtech companies that manage to adapt them to the local context, with a focus on accessibility and inclusion, will have a competitive advantage," he notes.

Edtech Committee at Bett Brasil Aims to Bring Technology Leaders Together

Leo Gmeiner and Lars Janér are members of the Bett Brasil Advisory Board, serving on the Edtech Committee. Bett Brasil recently announced the renewal of its Advisory Board, which is responsible for supporting its strategies and initiatives, identifying trends, and fostering relationships with the education sector throughout the year.

"This committee creates a space where industry leaders can share experiences and coordinate initiatives that directly impact the quality of education. My motivation for accepting the invitation stems from my desire to contribute to the development of edtech companies in Brazil. I want to help create an environment where innovation can thrive, bringing benefits to both educational institutions and students,” concludes Janér. He believes that Bett Brasil, as one of the leading global events in the field, is the ideal venue to positively influence the education market.

"It is essential to establish and maintain this EdTech Committee, which provides a clearer picture of the education sector’s needs and brings them into dialogue with the solutions proposed by startups. This approach is an important step toward overcoming resistance to innovation, as it helps bridge the gap and alleviate the apprehension among administrators and educators regarding new technologies," concludes Gmeiner.

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