Copycat, promethean or cookie cutter: The definitive guide to choosing the right school in the mid-fee sector

Choosing a private school is a complex process and the wide range of available options does not make it any easier. Over the past decade, private schooling in South Africa has changed significantly and there are now private schools available across the economic spectrum.

With diminishing confidence in the public sector and the growing demand for high quality education, the provision of private education opportunities to the so-called middle-income sector has increased dramatically.


Choosing the right school for one’s child is a critical decision, and parents need to look beyond the marketing and sloganeering to identify a school that will help their child meet their aspirations, an education expert says.


Dr Felicity Coughlan, Group Academic Director at ADvTECH, SA’s leading private education provider, explains that there are three points on the continuum of private school options: Standalone schools (which are not part of a group or set up to be the start of a promised network or group) which are either modelled on the staid, top-end traditional models or who claim a position converse to those traditions (even if not well articulated beyond being contrary). 

Others are part of a mass roll-out of a model designed for scale and ease of replication (cookie cutter) rather than steeped in any solid educational belief or principle. 


The third point on the continuum is held by schools that are networked or grouped, but have a clearly articulated educational position supported by a framework for educational and financial sustainability without limiting the promethean opportunities any school should embrace to fully meet the unique needs of the community in which it is located.


Dr Coughlan says that while weighing up the myriad of private school offerings is a complicated calculation, there are 10 factors parents must take into consideration, which will help guide their thought process. These include:


1.    LOCATION

Many schools are in the communities they serve, offering meaningful alternatives for parents and students. Given traffic and other considerations, location is important and so is the availability of reliable and safe transport. On the other hand, location within a lifestyle environment may limit the children’s access to a diverse student community or to specialist facilities, teachers or sports of interest, or result in management arrogance at perceived lack of competition. There are always trade- offs and local is often more pragmatic, but the trade-off decisions must be carefully considered.

 

2.    HISTORY & REPUTATION

We send our children to school to set them up for later success so any school that cannot deliver well on the school-leaving examinations is a risk to these aspirations. New schools do not have a track record and parents must thus look for other indicators of what that performance is likely to be. If this is a standalone school, you will need to rely on the comfort gained from the way that the school speaks about its plans for its first Grade 12 class. A networked or group school can share the performance of its other schools and should be able to articulate how these will be replicated. In the lower grades and in primary schools, the school should still be able to talk competently about the transition to high school and how it is managed and why it is managed in that way.

 

3.    TEACHERS

 A strong cohort of teachers will combine new teachers with their energy and innovative ideas and recent training with a group of seasoned teachers with an established track record. A school that does not require all their staff to be registered with SACE and cleared by the police for child safety may not have thought through all the risks they are taking on. A school that employs only new teachers may be more focused on costs than on achieving the outcomes you want for your child. A transformed teaching staff is imperative – without it not all children are able to access role models that are like them and the gap between the school and the world out there is reinforced rather than closed.

 

4.    REGISTRATION

A school must be registered and accredited. Cottage “schools” are neither. If you are considering a “school” that is not registered or accredited, you will need assurance on how quality is managed, children are protected and acceptable national school leaving examinations are accessed.  It is critical to assess the legitimacy and standing of the assessment provider so that there are no nasty surprises when children try to access post-school study.

 

5.    LEADERSHIP

Schools succeed or fail based on their leadership teams. If you cannot access these people when considering a school, or if they are not able to answer your questions on matters such as culture and inclusion, then it is most unlikely they will be accessible and engaging after you register your child. If the leadership is not available to you as a prospective fee payer, they are also not likely to be accessible to you as a parent or the teaching team as staff. Try to understand what the school leadership believes about growth and discipline and community, and you will quickly identify if there is a synergy with your values.

 

6.    TECHNOLOGY

Modern campus-based education is technology enabled but not technology led. A few direct questions will enable you to assess if technology is adding to the teacher led learning or if it is a means of keeping costs (for the school) down.

 

7.    CULTURE

The match between the culture of the school and that of the family must be looked at. Schools that are diverse and inclusive generate skills in their students to live in an integrated world.  Even if a school aligns itself with a particular religion, its approach to other faiths is a means of communicating how inclusive and respectful the school is. Schools are more conservative than their public projections so if you choose a school that has already chosen a single world view you should not be surprised when that permeates most of what they do. Ask questions such as about non-traditional family structures or religious education beyond the chosen religion. The capacity to answer these questions with ease and concrete examples that are not patronising or paternalistic or filled with euphemisms is a measure of the ethos of inclusion and diversity.

 

8.    FACILITIES

A quick tour of the school will show you where they spend their money. What the school chooses to show you first or most tells you what they value. The way in which the school has thought through the needs of parents in matters such as parking, logistics, aftercare arrangements, and communication channels indicate how family-centred the school is. 

 

9.    FEES

Many schools advertise fees as fully inclusive but not all keep to that and many charge levies for all sorts of standard operational needs. Check the detail.

 

10. AGENCY

 In some networked or group schools, teachers are given lesson plans and standard assessments to “protect” quality and ensure uniformity and standardisation. The teacher as an autonomous professional is invisible. In others, teachers are given professional development and guidelines, and common tools and assessments are benchmarked, but each teacher is required to exercise professional agency and judgement to respond to the needs of the children in their class on a particular day. 

 

In some schools the teacher rules and is not subject to any evaluation or monitoring. In standalone schools one could find any of the three. If one employs professionals, they should surely be entrusted with professional practice while there are mechanisms of accountability that ensure that what children get is the best. Just asking why things are done the way they are would be instructive in learning whether the school sees its teachers as trustworthy professionals and has systems to monitor performance and promote growth, or whether the school does not trust its teachers or abdicates to them.

“Ultimately, when making a decision about which mid-fee private school is right for your child, parents are unlikely to find a school that measures up to all their expectations, given the fact that any school is a complex organization. However using the above ten elements as a guide for decision-making, parents will at least be able to reach a meeting of the minds that will allow them to make the investment with some sense of comfort and excitement for their child’s educational journey,” Dr Coughlan says.

ADvTECH Updates

By Tamara Thomas August 12, 2025
ADvTECH Limited (Incorporated in the Republic of South Africa) (Registration number 1990/001119/06) JSE code: ADH ISIN: ZAE000031035 (“ADvTECH” or “the group”) VOLUNTARY TRADING STATEMENT FOR THE SIX MONTHS ENDED 30 JUNE 2025 The board hereby advises on its expectations of the financial results for the six months ended 30 June 2025. The group reports normalised earnings per share ("NEPS") as a way of excluding the effect of one-off transactions and corporate action costs from its results. Basic NEPS, Basic headline earnings per share (“HEPS”) and Basic earnings per share (“EPS”) for the six months ended 30 June 2025 are expected to be between 13% and 18% higher than the comparative reporting period for the six months ended 30 June 2024 ("the comparative period") or between 110.3 and 115.3 cents per share as compared to NEPS and HEPS of 97.7 cents per share and EPS of 97.6 cents per share for the comparative period. The financial information on which this trading update is based has not been reviewed or audited by the group’s external auditors. ADvTECH expects to release results for the six months ended 30 June 2025 on the JSE’s Stock Exchange News Service on or about Monday, 25 August 2025.  12 August 2025 Johannesburg Sponsor: Bridge Capital Advisors Proprietary Limited
August 11, 2025
The school group shaping tomorrow’s classrooms across Africa From leafy Johannesburg suburbs to Nairobi’s bustling education corridors, South Africa’s ADvTECH is slowly but surely planting its flag across the continent. This week, the private education powerhouse confirmed it had acquired Regis Runda Academy in Kenya for R172 million, in a bold move that solidifies its ambition to become Africa’s most prominent education group. The new acquisition will operate under the Makini Schools brand and be renamed Makini Schools Runda . With space for up to 2,000 students, the Runda-based school is positioned in one of Nairobi’s most rapidly developing areas. It joins a growing network of six Makini schools in Kenya, all under the ADvTECH umbrella. “We are delighted to increase our Makini Schools footprint in Kenya and to bring the brand’s compelling proposition to parents and students,” said ADvTECH CEO Geoff Whyte. Why Kenya? Why now? Kenya’s private education sector has seen a notable boom over the last decade. With a growing middle class, an appetite for globalised curricula, and increased competition among international and regional schools, Nairobi has become a hotspot for premium education investments. Regis Runda’s acquisition gives ADvTECH strategic access to one of East Africa’s most promising education corridors. Runda, just northeast of Nairobi, is a magnet for upwardly mobile families, making it a prime location for the group’s next flagship school. This isn’t ADvTECH’s first rodeo in Kenya. Its Crawford International brand is already present in the region, alongside its existing Makini campuses. The group is clearly betting big on Kenya, and based on the numbers, it’s a calculated bet. Africa-wide ambitions take shape This latest move follows ADvTECH’s R135 million acquisition of five Flipper International Schools in Addis Ababa, Ethiopia, back in November 2024. Add to that its three schools in Gaborone, Botswana, and its soon-to-launch Rosebank International University College in Accra, Ghana — and you start to see a clear pattern emerge. While other South African education brands have focused inward, ADvTECH is going continental. In fact, the new Ghanaian university, expected to open in September 2025, is part of a long-term plan to expand the group’s tertiary education footprint across key African cities. It’s a smart play — following the student journey from nursery to university under one trusted banner. Social media sentiment and local buzz Reactions to the acquisition have been largely positive, with Kenyan parents and education commentators noting the move as “a welcome boost to quality learning options in Nairobi’s northeast.” South African LinkedIn users, meanwhile, applauded ADvTECH’s forward-thinking strategy, with one comment reading: “Love to see a South African brand going global the right way — focusing on quality education and building African futures.” The big picture: South Africa’s export isn’t just wine or gold — it’s education At a time when local universities are grappling with funding challenges and public schooling faces deep systemic issues, the growth of ADvTECH shows that private education remains one of South Africa’s most valuable exports . Its move into other African countries signals something bigger: that local companies don’t need to look to Europe or the US for global growth. The next frontier is right here, on the continent — and the classroom is where the future is being built. Source: Business Tech
By Tamara Thomas August 7, 2025
 ADvTECH acquires Regis Runda Academy in Nairobi 2 000 student capacity school will be integrated into the fast-growing Makini brand
By Tamara Thomas August 7, 2025
ADvTECH Limited (Incorporated in the Republic of South Africa) (Registration number 1990/001119/06) Share code: ADH ISIN: ZAE000031035 (“ADvTECH”) VOLUNTARY ANNOUNCEMENT – ADvTECH acquires established Kenyan based Regis Runda Academy and further expands its footprint in East Africa ADvTECH, Africa’s leading private education provider, has expanded its Makini Schools offering in Nairobi, Kenya, by acquiring Regis Runda Academy for KSh1,23 billion (approximately R172 million). Situated in the fast-developing Runda area, northeast of Nairobi, the school, with a current capacity of 2 000 students and a full K – 12 offering, will be rebranded as Makini Schools Runda. ADvTECH has committed to investing in AI-powered digital learning tools and significant enhancements to sporting facilities at the Regis site to elevate student experience and maximise academic outcomes. In November 2024 ADvTECH acquired Flipper International School in Addis Ababa, Ethiopia. These developments reinforce the group’s commitment to providing superior private education across the African continent. Commenting on the acquisition of Regis Runda Academy, ADvTECH CEO, Geoff Whyte said: “We are delighted to increase our Makini Schools footprint in Kenya and to bring the brand’s compelling proposition to parents and students in one of the fastest developing regions of Nairobi.” 7 August 2025 Johannesburg Sponsor: Bridge Capital Advisors Proprietary Limited
By Tamara Thomas July 29, 2025
The Independent Institute of Education (The IIE), South Africa’s leading private higher education provider, has set a new benchmark for technology-enabled learning in the country by designing a comprehensive education technology ecosystem with Brightspace, the flagship platform of global EdTech leader D2L, as its foundation. This initiative marks the beginning of a transformative, technology-driven learning experience for over 65,000 students across The IIE’s tertiary education brands and Evolve Online School, representing the largest implementation of the Brightspace platform in South Africa to date. Brightspace is a cutting-edge learning management system (LMS) that moves beyond the limitations of traditional, static content delivery of traditional LMS platforms. It seamlessly integrates advanced digital tools, artificial intelligence, and interactive features to create engaging, data-informed educational experiences. “This strategic investment underscores The IIE’s commitment to redefining higher education in South Africa through innovation, scalability, and student-centric design,” says Louise Wiseman, Managing Director of The IIE ’s Varsity College, Vega & IIE MSA. Brightspace serves over 20 million students globally across schools, higher education institutions, enterprises, and membership organisations. Its adoption by The IIE marks a groundbreaking shift in South Africa’s higher education landscape, as it is among the first platforms of its kind to seamlessly integrate sophisticated content authoring tools, world-class accessibility features, a student-centric design, and advanced learning analytics. “Unlike traditional learning management systems used in South Africa, Brightspace offers a seamless, intuitive user experience with unparalleled customisation and interactivity. Its implementation across The IIE’s portfolio of over 130 programmes, from Higher Certificate to Doctorate level, positions it as a pioneering solution tailored to meet the unique demands of South African students and educators,” says Wiseman. Dr Mario Landman, Head of Education Technology and Innovation at The IIE, says the institution selected Brightspace after an extensive evaluation of the world’s leading LMS platforms. The selection process prioritised feature richness, user experience, scalability and alignment with the organisation’s commitment to delivering an enhanced and future-focused academic product. “Brightspace emerged as the optimal choice as its advanced tools, customisation capabilities and collaborative features perfectly align with our vision of fostering an enriched learning experience for our students and faculty,” he says. Brightspace stands out from other platforms in the South African market due to its innovative features and alignment with modern educational needs. One of its key strengths is its interactive, AI-enhanced content creation tools, which allow educators to develop dynamic course materials - such as videos and gamified elements - without the need for advanced technical expertise. This capability promotes greater student engagement and personalisation of learning by moving beyond the static content delivery model typical of traditional LMS platforms. Additionally, the platform provides Advanced Learning Analytics that enable educators to monitor student progress, identify challenges, and optimise outcomes. This data-driven approach empowers institutions to make informed decisions to enhance teaching and learning. It also supports modern pedagogies, and is scalable and flexible.  “Brightspace is a game-changer for the higher education sector in South Africa, where diverse student populations require tailored educational solutions to ensure each student has the opportunity and ability to perform to the best of their ability, and to ensure consistently superior academic outcomes,” Wiseman says.
By Tamara Thomas July 7, 2025
ADvTECH Limited (Incorporated in the Republic of South Africa) (Registration number 1990/001119/06) Share code: ADH ISIN: ZAE000031035 (“ADvTECH” or “the Company”) DISPOSAL OF SECURITIES BY CLIENTS OF PUBLIC INVESTMENT CORPORATION SOC LIMITED (“PIC”) AND DIRECTORS RESPONSIBILITY STATEMENT – VOLUNTARY ANNOUNCEMENT In accordance with section 122(3)(b) of the Companies Act, No. 71 of 2008 as amended and section 3.83(b) of the JSE Limited Listings Requirements, shareholders are hereby advised that ADvTECH has received formal notification in the prescribed form that PIC’s clients have, in aggregate, disposed of an interest in the ordinary shares of the Company, such that the total interest in the ordinary shares of the Company held by PIC’s clients has decreased from 20.550% to 19.641% of the total issued ordinary shares of the Company. In terms of section 122(3)(a) of the Act, the Company has also filed notice with the Takeover Regulation Panel.  The board of directors of ADvTECH accepts responsibility for the information contained in this announcement as it relates to the Company and confirms that, to the best of its knowledge and belief, such information relating to ADvTECH is true and that this announcement does not omit anything likely to affect the importance of such information. Johannesburg 7 July 2025 Sponsor: Bridge Capital Advisors Proprietary Limited
By Tamara Thomas July 1, 2025
JSE-listed ADvTECH, Africa’s leading private education provider, is pleased to announce the appointment of John Sikiotis to the role of Group Chief Operating Officer (GCOO), effective 1 August 2025. Sikiotis brings a wealth of experience in strategy, IT, business development and commercial leadership across a wide range of industries in multiple geographies including Africa, the Middle East and Asia. He is a qualified CA(SA) and holds the professional designation of Chartered Financial Analyst. He is also a member of SAICA.  The new role of GCOO has been established to support ADvTECH’s dynamic growth and expanding operations locally and internationally. “John’s strategic expertise and global perspective make him a valuable addition to our leadership team,” commented ADvTECH Group CEO, Geoff Whyte.
By Tamara Thomas June 30, 2025
ADvTECH Limited (Incorporated in the Republic of South Africa) (Registration number 1990/001119/06) Share code: ADH ISIN: ZAE000031035 (“ADvTECH” or “the Company”) DEALINGS IN SECURITIES BY DIRECTORS, A DIRECTOR OF A MAJOR SUBSIDIARY, PRESCRIBED OFFICERS AND THE GROUP COMPANY SECRETARY In terms of paragraphs 3.63 to 3.74 of the JSE Limited Listings Requirements (“JSE Listings Requirements”), the following transactions, in respect of which prior written approval pursuant to paragraph 3.66 of the JSE Listings Requirements have been obtained, is hereby disclosed.
By Tamara Thomas June 27, 2025
ADvTECH Limited (Incorporated in the Republic of South Africa) (Registration number 1990/001119/06) Share code: ADH ISIN: ZAE000031035 (“ADvTECH” or “the Company”) DEALINGS IN SECURITIES BY AN ASSOCIATE OF A DIRECTOR OF A MAJOR SUBSIDIARY OF THE COMPANY In compliance with the JSE Limited Listings Requirements the following information is disclosed in respect of dealings in ADvTECH securities by an associate of a Director of a major subsidiary (The Independent Institute of Education (Pty) Ltd) of the Company.
By Tamara Thomas June 27, 2025
It is undeniable that AI in education, even though still in relative infancy, has a multiplier effect on student outcomes. An overview of the substantial impact of individualised learning on student performance over the past few years, combined with an insight into daily advances in real life, has the potential to raise concern about the role of human educators in classrooms. Are teachers becoming obsolete? Not quite. While it is true that AI’s role is growing by the day, it is in fact not replacing teachers, but rather changing the role of teachers, an education expert says. “We have, over the past 3 years, seen a 20% improvement in student performance, with AI and individualised learning having become the order of the day,” says Desiree Hugo, Academic Head at ADvTECH Schools. AI in education isn’t a case of students having access to ChatGPT – it is a vastly more considered strategy leveraging proprietary tools and platforms. ADvTECH’s ADvLEARN Intelligent Tutoring System is a prime example, utilising AI to craft individualised learning paths that allow students to advance at their own speed. This system empowers data-guided instruction while fostering independent learning across various subjects. “Adaptive learning technologies leverage data-driven analysis to personalise educational content, pacing, and assessments based on each student's unique needs. These solutions, which include intelligent tutoring systems and learning management platforms, enable educators to tailor instruction efficiently without increasing their workload, when integrated effectively,” says Hugo. “For students, this creates a customised, engaging, and encouraging experience, whether they’re building core skills or exploring complex topics. For educators, it delivers real-time insights to refine teaching approaches, ensuring all students achieve progress.” AI systems are fast moving in the direction of students being able to learn completely independently, which then raises the question – what about the teachers? Will in-person schools still be a thing? Or will future learning consist of young people working alone, in front of their screens? “Adopting best international practices in AI implementation is critical to staying at the forefront of educational excellence. However, the narrative around AI in education must be clear: AI is a powerful tool to support, not replace, teachers,” says Hugo. “The human element in teaching, in particular empathy, creativity, and mentorship, remains irreplaceable, and AI’s role is to enhance these supportive opportunities, ensuring teachers remain central to the learning experience, while time-consuming repetitive tasks become the domain of AI.” The integration of AI into education really is a best-case scenario, allowing overworked teachers to get back to their unique strengths, Hugo says. WHY TEACHERS WILL REMAIN AN IMPORTANT PART OF THE EDUCATIONAL LANDSCAPE While AI excels at processing data and delivering personalised content, it lacks the human qualities that ensures an exceptional, holistic education. In the age of AI, the role of teachers will remain important in the following areas: Emotional connection and empathy - Learning is deeply human, driven by relationships. Teachers understand students’ emotional needs, motivate them through challenges, and celebrate their successes. No algorithm can replicate the encouragement of a teacher who notices a student’s potential or the trust built through years of mentorship. Fostering creativity and critical thinking - AI can provide information, but teachers guide students to question, innovate, and think critically. In a world increasingly shaped by AI, skills like ethical reasoning, collaboration, and creative problem-solving, nurtured by teachers, are essential. Curricula, like the IEB, IB and Cambridge systems, emphasize these skills, and ADvTECH’s commitment to global standards positions its teachers as key drivers of this development. Cultural and contextual nuance - South Africa’s diverse educational landscape requires teachers who understand local contexts, languages, and cultural dynamics. Teachers bridge the gap between AI and real-life context, ensuring learning is relevant and inclusive. “The fear that AI will replace teachers stems from a misunderstanding of its purpose, combined with the stunning realisation of its ability to improve student outcomes. But AI is not a substitute for human connection. Rather, it is a catalyst for unlocking teacher potential. It empowers teachers to do what they do best: inspire, guide, and transform lives.  “Imagine a classroom where AI handles repetitive tasks, provides real-time student insights, and suggests tailored resources, while the teacher focuses on sparking debates, nurturing talents, and building confidence. This is the future that educational institutions must champion - a future where technology supports human excellence, not replaces it.”