TLDR: Ada, a startup specializing in employability education, and Vivae, a joint venture between Vivo and Ânima Educação, have announced a merger to create a new edtech company. This strategic combination aims to leverage Ada’s AI tools to enhance professional-to-job matching and expand their offerings in both B2B and B2C segments, focusing on ‘precision education’ and digital career development.
São Paulo, October 7, 2025 – A significant development in the education technology sector was announced today with the merger of Ada, a prominent startup focused on employability education, and Vivae, a joint venture established by telecommunications giant Vivo and Ânima Educação. This strategic combination is set to create a new edtech powerhouse, boasting a broad portfolio and a robust technological foundation.
The core value proposition of the newly formed entity will be ‘precision education,’ aiming to seamlessly connect market-available professional growth opportunities with tailored pre- and post-employment training. The merger is driven by the complementary strengths of both companies, with the ultimate goal of accelerating a shared vision for employability through advanced educational solutions.
Under the new structure, both brands will continue to operate. Ada will maintain its strong presence in the B2B segment, where it is already recognized in the corporate market. The platform currently serves over 400,000 active users and has mapped nearly 800,000 professional profiles using its artificial intelligence-based system, which efficiently connects talent with companies. Ada’s platform is instrumental in helping companies diagnose, develop, and hire talent, while simultaneously providing professionals with personalized growth paths, including intelligent Generative AI assessments and free training programs designed to boost their employability.
For the B2C segment, the Vivae brand will continue its operations, building on its established success in offering proprietary courses for professional development in both soft and hard skills. The combined business is expected to significantly expand the application of Ada’s artificial intelligence tools across the platform, thereby strengthening the connection between professionals and job opportunities at partner companies.
Felipe Paiva, who will continue as the CEO of the merged company, emphasized the strategic importance of this union. “This business combination was created to accelerate a shared vision: precision education as a driver of employability. Our platform already connects companies and talent with scaled skills intelligence. Now, with Vivae, we’re extending this strength to the consumer market, uniting technology and data with a unique vision of the future of work. We’re building a platform ready to transform the way people learn, grow, and connect with the market,” stated Paiva.
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The merger underscores a growing trend in the edtech industry towards integrating advanced technological solutions, particularly artificial intelligence, to address the evolving demands of the job market and provide more personalized and effective learning experiences.
