Edtech Full Measure Acquires Mobile College Tour Startup Adora

By McKenzie Carpenter Wednesday, April 21, 2021

Full Measure Education, a higher education technology business, announced it acquired Adora, a college tour startup company.

Phone showing "University Tour" at the top.

About Each Business

Based out of Washington D.C., Full Measure Education is an edtech business that offers mobile app experiences for more than 300 accredited institutions across the United States (US). The company helps guide students through admission, enrollment, campus move-in, graduation, and more.

Education institutions are able to send personalized messages, information packages, and other content to students through the app. In addition, institutions are able to track data, engagement, and live social feeds. As of 2020, the edtech company claims it has celebrated more than 35,000 graduates and 275,000 newly admitted students with more than 5 million moments of social and mobile app engagement.

Eastern Michigan University, University of California Irvine, The University of Toledo, and James Madison University are all accredited institutions that use the edtech business’s app.

Founded in 2019, Adora is a mobile app college tour startup that was founded by three Princeton University undergraduate students. Through augmented reality (AR) geotags and multimedia content, the company enables prospective college students from all over to take personalized virtual or in-person campus tours, creating compelling, engaging visits.

The college tour app won Princeton’s startup competition in February 2020. Adora is partnered with a handful of colleges and universities such as the aforementioned Princeton University, as well as California Lutheran University, Washington University in St. Louis, Presbyterian College, Pitzer College, and North Dakota State University.

The Startup Company’s Acquisition

Full Measure Education announced today the edtech app company completed the acquisition of the college tour startup for an undisclosed amount.

Greg Davies, CEO of Full Measure Education, said in a statement, “Adora has done for campus visits what Full Measure has done for other parts of the student lifecycle -- made them accessible and personalized...We have been closely following the campus tour space for years, and Adora is the first technology that actually improves the tour experience.”

As a result of the COVID-19 pandemic, college campus tours were either canceled completely or at a reduced group capacity. The campus tour app helped prospective university students get a feel for schools without going in blindly.

Co-founder and CEO of the startup company, Ron Miasnik, added in the acquisition announcement that there have been more than 14,000 tours taken on the app with hopes of reaching half a million by December.

As a result of the acquisition, the Adora app platform will be fully integrated into the Full Measure Education mobile app system.

Full Measure Education and Adora are competing against other virtual US campus tour companies like CampusTours and YouVisit. CampusTours also offers international virtual tours for universities in the United Kingdom (UK), France, Canada, and China.

In addition, it was reported that due to COVID-19, the already competitive acceptance rates for elite higher education institutions decreased even though there was an increase in the total number of applicants. Harvard University reportedly received 57% more applications last year, but its acceptance rate dropped from 13.9% to 7.4%.

About the Author


Headshot of McKenzie Carpenter

McKenzie Carpenter is a graduate of Central Michigan University with a B.A.A. in Integrative Public Relations and French. McKenzie has previously worked for small businesses and nonprofit organizations.

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