EDT&Partners Acquires eFlow to Revolutionise AI-powered Learning in the Middle East

Editorial Team

Last updated 13-01-2026

4 min

EDT&Partners acquired eFlow to enhance scalable, AI-powered learning tools.

eFlow's conversational learning integrates into routines, boosting user engagement effectively.

The partnership combines eFlow with EDT's GenAI framework for sustainable learning initiatives.

eFlow's Middle Eastern roots offer regional insights and align with EDT's expansion goals.

Low-bandwidth, affordable learning for underserved communities remains a key commitment.

EDT&Partners has snapped up the Middle East–born edtech startup eFlow for an undisclosed amount, marking another step in its push to build smarter, more scalable learning tools. The consulting firm has long worked with universities, schools and governments, but it’s now leaning further into what it calls the broader “knowledge ecosystem”, where learning blends into everyday life rather than sitting neatly inside classrooms. I reckon that shift has been coming for years, especially with regulated industries crying out for better, more reliable training tools.

Pablo Langa, the company’s founder and managing partner, put it plainly in a statement: education is still at the heart of their work, but clients now expect “world-class, responsible, and scalable solutions”. And believe it or not, that’s where eFlow slots in quite naturally. The platform specialises in conversational, AI-powered learning delivered through interactive chatbots, but with an emphasis on keeping the human touch alive. That’s a tricky balance — and frankly a bit of a faff for many edtech teams — but eFlow seems to have carved out a niche by weaving learning into everyday routines rather than forcing learners onto yet another platform.

Anyone working with students or employees knows that engagement tends to drop faster than we’d like, especially online. Whether it’s compliance training or university lectures, keeping people motivated over weeks and months is a real challenge. On the flip side, tools that feel more like natural conversation can sometimes keep learners coming back. eFlow’s focus on “last‑mile delivery”, nudging users at the right time and reinforcing content as they go, is designed to tackle exactly that.

Within EDT&Partners, the platform will sit alongside Lecture, the firm’s open‑source GenAI framework. Together, they’re aiming to make sure learning initiatives don’t just look good on paper but are actually completed — and sustained. I’ve seen too many well-funded digital programmes fade out simply because no one bothered to think about adoption, so this pairing seems spot on.

Bassel Jalaleddine, eFlow’s co-founder, said the acquisition gives the startup the “strategic and operational backbone” to scale responsibly. For him and co-founder Samer Bawab, joining a firm with deep experience in education strategy and large-scale delivery opens the door to wider impact without losing the platform’s learner‑centred approach.

An interesting angle here is the regional depth eFlow brings. Having been built in the Middle East, the team understands the nuances of local institutions and community‑led learning. That aligns neatly with EDT&Partners’ growing footprint in the region, especially around workforce upskilling and institutional transformation. And well… I mean, from what we see at Arageek, solutions that actually reflect regional realities — bandwidth limitations, fragmented digital access, language diversity — tend to stick far better than imported templates.

Both organisations also emphasised their commitment to low‑bandwidth, affordable learning experiences, particularly for underserved communities. It’s a humble detail, but one that matters if digital learning is to be more than a buzzword.

As part of the deal, Jalaleddine and Bawab are stepping into senior leadership roles at EDT&Partners. For now, both brands will continue operating independently while teams and platforms are gradually aligned. They’re also expected to appear together at major industry events next year, including Bett 2026 in London — a busy stage for anyone trying to make a mark in the future‑of‑learning space.

All in all, it’s a move that feels very much in tune with where the sector is heading, even if the exact price tag remains a bit of a mystrey.

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