Ella Study is an edtech platform established in 2016 with the aim of supporting Vietnamese students in their search and application process for international university programs. Unlike traditional study abroad consultancy services, Ella Study took a different approach by building a peer-to-peer model, where users receive direct guidance from former international students—those who have experienced overseas education firsthand and can share practical insights.
Ella Study offers an online platform powered by smart-matching technology that allows Vietnamese students to easily find mentors who align with their academic profiles, intended fields of study, and preferred destination countries. In contrast to conventional study abroad websites that often provide only generic information, Ella Study delivers a highly personalized advisory experience, grounded in the companionship and shared experiences of former international students who understand global education systems deeply. By digitizing the entire process—from mentor search and appointment booking to online consultation—the platform not only ensures transparency and efficiency but also applies artificial intelligence to analyze user data and automatically suggest the most suitable programs and support services for each learner.
Operating on a commission-based model, Ella Study takes a 25% fee per transaction between students and mentors. This service fee is divided into three phases to ensure mutual commitment throughout the learning journey—from application preparation to graduation and job seeking. Notably, students who have previously used the service can also become mentors themselves, helping expand the platform’s mentor network. Additionally, Ella Study generates revenue through advertising and providing online recruitment services for universities both in Vietnam and abroad.
The core problem Ella Study addresses is a significant gap in the study abroad consulting market, where information remains opaque, service fees are often high, and consultations lack personalization. Compared to traditional consultancy firms, Ella Study offers numerous advantages: lower costs, faster response times, and—most importantly—student autonomy in choosing the most suitable mentors. Furthermore, learning directly from those who’ve gone before reduces the risks and false expectations that often lead to failure in international education settings.
Since its founding, Ella Study has achieved several notable milestones. In 2018, it was named one of the top 5 outstanding projects by Startup Vietnam and ranked in the top 10 at TECHFEST Vietnam. That same year, Ella Study successfully raised $400,000 from Innovatube and VIISA—two prominent programs in Vietnam’s startup ecosystem that offer not only funding but also technical support, strategic consulting, and market access. Impressively, Ella Study has expanded its collaboration network to include over 25 top universities both domestically and internationally, reinforcing the viability and credibility of its operational model.
One of the clearest lessons from Ella Study’s journey is the importance of identifying the right problem and targeting the right audience. Instead of competing head-on with major players in the industry, this startup focused on a niche segment: personalized study abroad consulting for high school students through peer-to-peer connections. The model is simple yet highly compelling, especially in a context where learners increasingly seek autonomy, reliability, and cost-effectiveness. Moreover, the team’s decision to first build a functional product to validate the market before expanding features and partnerships shows a pragmatic mindset that closely aligns with actual market needs.
For young founders exploring opportunities in edtech, Ella Study serves as a clear example of how a simple model that addresses real needs can hold tremendous potential. Investing in user experience, harnessing the power of community, and maintaining a long-term commitment to a specific social mission—these are the three key elements that help an edtech startup survive and thrive in an increasingly competitive landscape.
