Investors in edtech typically seek to improve education globally while gaining sustainable returns on their investment over the long term. They “are increasingly attracted to edtech for its potential to combine substantial social impact with financial returns. [According to] Ivan Bercovich—a general partner at ScOp Venture Capital and former interim CEO of HeyTutor [...] the appeal lies in their ability to address pressing educational challenges while offering scalable business models that promise sustainable growth” (Navigating The Investment Landscape In Education Technology, n.d.).

Buyers of learning technology for public and private school systems are diverse and might include school board members and trustees, IT departments, administrative staff, or even parent advisory councils. They find value in educational technology primarily by assessing its cost to integrate into their existing systems. Input from teachers and students (customers) is considered, but overall costs inform many final decisions. Viability in terms of security, integration, functionality, and sustainability are also important guiding factors. 

Customers are the end-users of edtech. They either make use of the edtech which buyers have acquired for their organization or they have learned how to access more practical solutions on their own. They find value in edtech products by assessing the products accessibility and practicality through daily use. If teachers and students can't easily access, navigate, communicate and collaborate, then customers do not find value. Teachers and students use edtech products regularly, and so are more concerned with functionality and integration to improve learning, and less concerned with other factors.