Simmy Ziv-El

Chief Business Development Officer, Finetune


Simmy Ziv-el leads both the Strategy and Global Business Development for Prometric’s Artificial Intelligence (AI) Assessment and Learning Products. He has been an Executive in the Education Industry for over 30 years leading the development of next generation educational technologies across multiple organizations. In 1991 he founded Discourse Technologies, the first technology-based classroom Formative Assessment system. Later when the company was acquired by ETS he joined as Executive Director of Business Innovation focusing on technologies emerging from research such as early AI for essay grading, SEL and later on international markets. After 12 years he joined ProExam as Vice President of Corporate Development and helped lead the merger into ACT where he became the Vice President of the Product group and then of ACT International. In this latter capacity he was responsible for both the strategy and fiscal performance of ACT’s international business across all products and services. He was the ACT Executive Sponsor for PISA 2021’s Innovative Domain Assessment on Creative Thinking. In 2020 he joined Finetune as Chief Strategy & Business Development Officer and played a key role in Finetune’s entrance into the AI field, including the creation of Generate® that uses advanced AI in the creation of original test items and Catalog™ for tagging and alignment. Since Finetune was acquired by Prometric he has continued in his Finetune role while helping Prometric’s partners in the US