Knewton is an adaptive learning company that has developed a platform to personalize educational content. The company was founded in 2008 by Jose Ferreira, a former executive at Kaplan, Inc. The Knewton platform allows schools, publishers, and developers to provide adaptive learning for any student. In 2011, Knewton announced a partnership with Pearson Education to enhance the companys digital content, including the MyLab and Mastering series. Additional partners announced include Houghton Mifflin Harcourt, Macmillan Education, Triumph Learning, and over a dozen others. Knewtons headquarters are at 100 5th Avenue in Manhattan, New York City. The company also has an office in Tech City, London. Knewton is an adaptive learning technology provider that makes it possible for others to build adaptive learning applications. Knewton technology enables the company to perform "sophisticated, real-time analysis of reams of student performance data." Knewton uses adaptive learning technology to identify each students particular strengths and weaknesses. Concepts are tagged at very specific levels, which allows the platform to make custom recommendations based on students’ proficiency and needs. The company first launched with a GMAT preparation course, which has now been discontinued.