GMAC Unveils A New Digital Admissions Tool For Prospective Business Students

GMAC launches a new digital platform to guide the learning journey of business students and participants

With standardized test taking in decline, the Graduate Management Admission Council is making another big strategic move to diversify its portfolio of products. GMAC is launching an AI-powered platform to guide candidates through their business education journey.

The administrator of the GMAT exam, GMAC says the new tool–called “Advancery“–delivers what the organization calls “a holistic, personalized approach that connects career ambitions, program selection, and application strategy in a unified experience.” The platform would not only include content on traditional business degrees but also online programs, certificates, and one-off courses. In its introduction of the new platform, GMAC is offering users a complimentary seven-day trial, with an introductory price of $59. For a six-month subscription, GMAC plans to charge $129 for access to the platform.

According to GMAC, the platform provides the following:

• Verified Program Data – Up-to-date, AI-validated insights from business schools worldwide.
• Real Conversations, Real Insights – Analysis of millions of online discussions from applicants, students, and alumni on program types, formats, length, and return on investment.
• Personalized Skills Assessment – Step-by-step guidance to help candidates identify key competencies and match with programs aligned to their career goals.
• Advanced Search and Comparison – Ability to explore programs based on location, cost, scholarships, online vs. in-person formats, and time commitment, then compare them side by side.
• Streamlined Application Management – A smart, all-in-one platform that transforms the application process into an organized, step-by-step journey, keeping candidates on track with built-in tools and deadlines.

WITH TEST-TAKING IN DECLINE, AN EFFORT TO DIVERSIFY

Advancery’s introduction under CEO Joy Jones appears to be part of a strategy to diversify its offering. Under previous CEO Sangeet Chowfla, GMAC acquired The MBA Tour, an admissions conference business, and BusinessBecause, a U.K.-based website for prospective applicants. With the onset of the pandemic, many business schools adopted test-optional policies or offered waivers for either the GMAT or the GRE. From 2017 to 2023, the number of prospective students taking the GMAT dropped from more than 250,000 annually to just over 115,000.

The shrinking market for test-taking has led GMAC to report net losses in four of the past five years, including record red ink of $10.2 million in fiscal year 2023, the latest year for which figures are available. The new product would put GMAC into competition with several existing MBA admission guides available on the Internet, including ApplicantLab and mbaMission’s onTrack. Advancery would allow GMAC to collect emails and other data from prospective students earlier in the funnel and sell that data to business schools seeking students for their programs.

“There is no doubt that the global pipeline for higher education is changing, with millions of business-minded students and professionals looking to upskill, reskill, or change careers,” says CEO Jones in a statement. “As GMAC and the global business school community adapt to meet the growing demand for quality education in today’s skills-driven economy, we believe Advancery will help candidates maximize success in their educational and career trajectories.”

GMAC’s new Advancery platform

‘EMPOWERS B-SCHOOL CANDIDATES TO IDENTIFY, PLAN & ACHIEVE THEIR GOALS’

The new platform is being brought to market under GMAC Chief Product Officer Adam Witwer who joined GMAC in mid-2023 from O’Reilly Media where he also was chief product officer. “Choosing the right business school can be one of the most consequential decisions in one’s lifetime, and Advancery aims to make it informed and effortless for all the candidates out there contemplating taking the next step,” adds Witwer in a statement. “With over 70 years of expertise in data science and offering solutions to connect talent with the right business schools for them, we’re excited to introduce Advancery—a powerful, user-friendly tool that empowers business school candidates to easily identify, plan, and achieve their educational and career goals.”

According to GMAC, the current version of the platform will be used to add more features in the future, including discounts on programs. “GMAC’s Advancery is currently building even more ways to support a candidate’s journey, including coaching and other tools to explore and expand on career paths.”

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