At the A-ATP 2025 Conference in Hong Kong, MeasureUp received two prestigious awards — the Excellence in Professional Upskilling Award in Asia and, together with ATA Testing (Thailand), the Excellence in Cross-Border EdTech Collaboration Award — recognizing its contribution to advancing professional learning and collaborative innovation across the region.
The company’s mission goes far beyond helping professionals pass exams. It’s about rebuilding trust and value in Asia’s $30 billion certification market by challenging the region’s growing brain-dump culture.
Why the Brain-Dump Problem Matters
Across Asia, millions of professionals pursue certifications in high-demand fields like Cloud, AI, Cybersecurity, and Data. These credentials are essential to career growth and digital transformation.
However, many learners still rely on brain-dump methods — memorizing leaked questions instead of building real understanding. This not only undermines the integrity of certifications but also costs organizations billions in productivity losses and skill gaps. In fact, it’s estimated that over $30 billion in annual productivity is at stake across the region due to underqualified hires and ineffective learning strategies.
At MeasureUp, we believe that certification should be a gateway to real capability, not just a test of memory.
From Memorization to Mastery
To address this challenge, MeasureUp has partnered with ATA Testing (Thailand) to create a new model of certification preparation in Southeast Asia. Together, we’re combining world-class practice tests, AI-powered assessments, and localized learning pathways to deliver meaningful, skill-based preparation that meets both global and local needs.
Our platform simulates real exam environments, provides intelligent feedback, and guides learners through adaptive learning paths designed to strengthen conceptual understanding and real-world application. The result is measurable competence, confidence, and control — everything professionals need to thrive in the modern workplace.
Real Impact in Southeast Asia
Early implementations in Thai universities have already shown measurable progress. Students using MeasureUp’s platform report higher engagement, stronger performance in certification exams, and improved long-term retention of knowledge.
Building on these results, MeasureUp and ATA Testing are now collaborating with governments, universities, and employers to scale this model across Southeast Asia — ensuring that professionals not only earn certifications but develop the digital skills their industries truly need.
“These recognitions are more than awards; they’re proof that purpose-driven EdTech can help Asia realize the full potential of its certification market,” said Sam Brocal, CEO of MeasureUp. “By replacing memorization with mastery, we’re unlocking real value for learners, institutions, and the economy.”
Alex Tong, Vice President of Business Development at ATA Online, adds:
“Partnering with MeasureUp allows us to redefine certification in our region — equipping learners with the skills, confidence, and standards needed to thrive in Asia’s digital economy.”
Leading a Movement of Meaningful Learning
During the A-ATP Conference, Sam Brocal also presented “Transforming Test Prep in Asia: From Brain-Dump to Confidence and Control,” a session that explored how outdated preparation methods can be replaced by adaptive, data-driven solutions that drive both educational and economic growth.
“The future of certification prep isn’t about brain-dump culture,” Brocal said. “It’s about mastery, confidence, and measurable impact — and we’re proud to lead that transformation with our partners across Asia.”
Empowering the Future of Certification
MeasureUp’s impact is clear:
-85% of candidates who train with MeasureUp are more likely to pass their certification exams.
-Knowledge retention is three times higher than with traditional study methods.
-Organizations recover significant productivity by hiring professionals with real, demonstrable skills.
By transforming exam preparation into genuine skill development, MeasureUp is not only strengthening Asia’s certification ecosystem but also contributing to the region’s broader digital transformation.
The future of work demands more than memorization — it demands mastery. And that’s exactly what MeasureUp is helping professionals achieve.
