Based in Norway, Firmli is set to be a purpose-built technology platform for clients in education consultancy, student recruitment and admissions services.

The technology “stack” will include lead coverage, marketing, admissions, commissions, invoicing and university agreements.

Those who use the service will also be able to communicate through it with any ambassadors of its business, as well as any mentors, subagents and field offices, and build a suite in which to conduct webinars if necessary.

“We began developing Firmli in 2018, and over the last five years we’ve evolved the technology to make it ready,” Harinder Singh, founder of Dfavo and now Firmli, told The PIE News.

“We’ve seen many companies struggling with the technology [surrounding student recruitment] since this is one of the biggest industries that needs to be digitised, even at the smaller, granular level.”

Singh explained that the technology endeavours to be more than just “the average CRM” used by student recruiters, with each client getting a custom-built platform with its own branding attached.

Multiple deals have already been reached with various clients, and talks are in place with companies in the UK with offices in China, as well as some Australian, Canadian and US companies who are also making enquiries.

“The foundation is same for everyone, but it will look like your unique brand with your design. Each and every company also has different university relations, so that’s something we have to build around before we go live [with their platforms] as well,” Singh explained.

The aim, he said, was to develop a technology “ecosystem” for as many agents as possible – utilising the technology and building a comprehensive brand.

“There are very good legacy players in South Asia who have been working in the industry for 15, 20 years, and have good relationships with the universities – but the part they’re lacking now is the tech.

“It’s the mindset of developing and having that technology in place”

“It’s not about the capability, or that they don’t have enough funds – it’s the mindset of developing and having that technology in place,” Singh added.

The move will also see Dfavo step into the B2C space, focusing more directly on the student, while Firmli takes on a B2B role focused on serving the agents with the technology stack.

Singh is also relinquishing his role at Dfavo in favour of becoming the CEO of Firmli.

In 2024’s Q4, Firmli also plans to also install a document verification system into the technology stack, which would spot any fraudulent documents in applications.

“That technology is very necessary at the moment,” Singh added.