Insights
100 Days of Listening: What I've Heard as 2U's New CEO
This article was originally published by 2U CEO Kees Bol on LinkedIn. Follow him for more content on the future of higher education.
When I became CEO of 2U, I started with a simple approach: listen carefully to the people who understand our business best. Over the past 100-plus days, I've met with university presidents, faculty, other industry leaders, and 2U employees around the world to learn what's working, what's not, and what it will take to lead in a rapidly changing higher education landscape.
I've heard many things that reaffirmed my decision to join the company, including that our partners and employees share my strong belief in our collective capacity to positively impact lives through education.
But I also heard firsthand some tough realities. Higher education faces significant pressure—enrollment shifts, funding constraints, and growing skepticism about ROI. Learners have become more selective amid economic uncertainty.
One thing is clear from these conversations: Universities want a partner who can help them navigate this turbulence with greater confidence. And 2U, as an industry leader, has both an opportunity and responsibility to meet this moment.
We will rise to this challenge by listening to the voices of our partners, learners, and employees. Here are three insights they have shared over the past few months—patterns that now guide our strategy and execution.
Universities don't want vendors. They need partners.
"We don't need another vendor. We need a strategic partner who understands where education is heading and can help us get there."
I've heard this sentiment from nearly every university leader I've met: the traditional, one-size-fits-all approach simply doesn't work anymore. Each institution faces its own unique combination of pressures in today's environment.
What universities truly value are partners who can:
- Connect them with the right students
- Design distinctive learning experiences
- Ensure quality at every step of the educational journey
2U stands apart in this landscape. Our work with 250+ partners across degree and alternative credential programs—serving millions of learners—has given us something unique: an unmatched view of what actually works. We can show institutions which programs thrive, which formats engage learners best, and which markets offer the greatest opportunity for their specific mission and strengths.
That's why we're rebuilding our partnership approach from the ground up—our team is listening first, then crafting solutions tailored to each institution's specific needs. Sometimes that means traditional revenue sharing. Sometimes it means specialized services. It always means putting in the work to understand what each partner truly needs to succeed.
Quality is the ultimate differentiator.
When I ask university leaders how they define quality, their answers are remarkably consistent:
- Finding learners who will excel in their programs
- Providing support systems that help students persist
- Creating exceptional learning experiences
Quality—at every step of this journey—has to be a guarantee. Our partners are making hard choices. Every investment is being scrutinized. They can't afford partnerships that don't deliver results. If we can't demonstrate quality at every touchpoint, our value proposition doesn't hold.
Fortunately, this commitment to quality isn't just a business imperative—it's deeply personal for our team. Many told me they stay at 2U because they've witnessed how access to a high-quality education transforms lives. They know learners by name and see them graduate, pivot careers, and lift themselves and their families and communities. That's what drives us. But passion must be paired with operational excellence.
This is why, across all of our teams, we are recommitting to the fundamentals that made 2U an industry leader: quality student and faculty support, thoughtful learning design, cutting-edge innovations, and data-informed marketing.
Technology should enhance human capability, not replace it.
One provost put it perfectly: "The magic happens when technology enhances human connection rather than diminishing it."
Our university partners aren't looking for hype. They want practical innovations that:
- Scale quality teaching without compromising standards
- Make education more human, not less
- Help identify struggling students earlier
This "magic" of enhancing the human elements is part of 2U's DNA. While the technology may evolve, our partners still want us to help them thrive in the digital age and navigate a changing landscape. This is precisely where we're focusing our efforts—building durable, human-centered innovation. We're investing in tools and insights that empower faculty, support learners in the moments that matter, and make each learning experience more accessible and impactful.
Looking ahead
What I've learned is that 2U doesn't need to reinvent itself. As I’ve told my team: we have the right mission and the right people. We're now getting much sharper about how we operate and what we prioritize—all based on what we hear from those who know and care most about 2U.
To our partners: You'll see a more responsive and flexible 2U that provides strategic direction, operates with excellence, and helps you meet moments of pressure and opportunity.
To learners: You remain our ultimate purpose. We're committed to working with educators who will deliver value and open doors of possibility to you.
To our team: You have the experience, skill set, and dedication to deliver for our partners and learners. And you are what partners repeatedly tell us is right with 2U. I'll continue working to foster a culture that supports you and to provide the clarity you need to execute with confidence.
After 100 days of careful listening, I'm more convinced than ever that we can navigate education's challenges and chart the future together. 2U is listening—and we're ready.
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