When Ed Tech Companies Become Parasites: Adding Features, Increasing User Costs, and Degrading User Experience to Force Users Choices

Over the years, I noticed a developmental pattern among Ed Tech solutions school districts adopt to solve problems in their schools.

The schools search and find a new, low-priced solution. This solution is not elaborate, but it does what it does well. Sometimes it only does that one thing well such as sending calls to parents or contacting subs for teachers. It does that one thing extremely well and the price is perfect.

Then, this company decides to add on to their product. For example, the teacher sub contact system expands into payroll tracking or HR job posting and onboarding. Now, they have additional products on offer.

But, the school system decides to just stay with the substitute teacher calling system. It works well and better than other solutions but they already have payroll and HR systems working just as well.

The company has invested a ton of money into these additional functions, so they can’t really afford for their customers to stay with the original software, so they devise a plan.

The company INCREASES the price of the original product and they offer a package bundle, still substantially more, but what looks like a deal for the system. It is not because the system has the payroll systems and HR systems and does not need the other products.

But, if they want to keep the original teacher substitute calling system at a cheaper price, they either a) pay a much higher price, or b) adopt the additional payroll system and HR system.

In the end, the school system is either forced to look for an entirely new product and the cycle begins again; keep the product at a much higher price, or adopt the entire product line and spend hours and months transitioning everything and have even more money siphoned away by this so-called New Deal.

I have seen this pattern at least three times in 36 years working with Ed Tech companies, and it really is a great example of Cory Doctorow’s “enshitfication” Ed Tech style.

Invent a great new tech product or software. Add more to the product. Enshittify the experience of your users to force them into an upgrade or your product.

Ed Tech has learned well from Silicon Valley and this playbook is common.

The sad thing is this playbook only transforms Ed Tech companies into parasites who search for ways to suck additional money out of school systems.

That’s what happens when the focus is on short-term gains and not customer loyalty.