Knewton CEO Jose Ferreira was formerly an executive at Kaplan, Inc., where he designed their first learning systems that generated a unique study plan for each student. He invented Kaplanâ€™s Preview/Classroom/Review course architecture, and, in 1995, led a company-wide re-engineering effort that designed the courses used today. He is the only person whose strategies the Educational Testing Service (ETS) admitted â€œbroke the codeâ€ on question types, forcing them to discard hundreds of thousands of test booklets. He also reverse-engineered the security and scoring algorithms on computerized testing, compelling the test-makers to pull the test for months of massive revisions, and earning the moniker â€œThe Antichristâ€ inside ETS.
Jose spent 16 years thinking about and designing Knewton before he launched the company in 2008. Knewton hosts any 3rd-party education content, using network effects to provide atomic-concept-level adaptive learning to students and reporting to teachers and parents.