James Lees: Bringing Real Learning to Remote Places

A mind is not a luxury. It's a birthright. The ability to read a sentence, question an idea, or solve for x shouldn’t hinge on where a child is born or how much their parents earn. Education is the first tool we hand someone to carve out their place in the world. It’s what teaches us to think critically, to dream responsibly, and to navigate both opportunity and adversity. When someone receives a quality education, it doesn't just change their path—it expands their sense of what’s possible. Denying that access is not just unfair—it’s a quiet act of theft, stealing futures before they’ve even begun.

And yet, possibility remains unevenly distributed. Across hills, cities, and borders, the quality of education rises and falls like a patchy radio signal—loud and clear in some places, barely audible in others. A talented child in a rural school might hunger to learn but lack books, teachers, or a stable connection. A driven student in a township may have the spark, but no system to fan it into flame. The tools of progress—technology, expert instruction, tailored support—too often follow power and privilege, leaving those on the margins to make do with less. The problem isn’t capacity. It’s reach.

?This gap became personal for James Lees while teaching mathematics alongside his family. There was no single lightning-bolt moment—just a slow, steady recognition that brilliance exists everywhere, but opportunity doesn’t. The contrast hit hardest one day atop Botha’s Hill, standing between two schools: one brimming with resources, the other with potential. From that vantage point, a question formed—what if the best teaching didn’t stay locked in a room, but could stretch its arms across postcodes, provinces, and possibilities?

That question became a mission.  And That mission became Advantage Learning Technologies

Learning Beyond the Classroom Walls

On that hill sits Kearsney College, one of South Africa’s most prestigious private schools, boasting exceptional educators and facilities. Just ten minutes down the road, however, is Kwantebeni Comprehensive Secondary School—a no-fee public school in the Inanda Valley, where opportunity and access are far more limited.

At Kearsney, a top-tier science teacher might instruct four classes of 30 learners a year, impacting just 120 students annually. In contrast, thousands of capable learners at schools like Kwantebeni go without access to expert instruction or high-quality learning materials. This stark imbalance left a lasting impression on James.

It was then that a powerful idea took root: to collaborate with top educators to capture their expertise, amplify their reach, and deliver world-class learning experiences to students far beyond the walls of traditional classrooms. With digital platforms and strategic partnerships, this vision became not only achievable—but essential.

In 2012, Advantage Learning Technologies launched its first pilot AP Maths class at Maris Stella. From that foundation, the company began to grow—driven by a steadfast purpose: to unlock potential through technology, equity, and educational excellence.

Tech that Teaches, Data that Understands

James attributes Advantage Learning Technologies’ ability to stay ahead of the curve to its relentless focus on learners and unwavering commitment to its mission.

For James and his team, education isn’t simply about broadening access—it’s about delivering meaningful outcomes. The driving question behind every decision is clear: Are we genuinely helping students learn better, deeper, and with more confidence?

To ensure this, the company employs rigorous feedback loops that draw insights from students, parents, teachers, and partner schools. These are complemented by robust data analytics across the platform, enabling the team to identify pain points, refine pedagogical approaches, and enhance learner engagement. Every product is anchored in Advantage Learning’s core instructional cycle: learn, practice, assess, diagnose, and adapt.

A key differentiator for AdvantageLearn.com lies in its in-house technology and content production capabilities. Unlike many competitors who rely on external vendors, the team builds and maintains its own learning environments and resources. This autonomy allows them to move quickly, tailor solutions to the South African context, and ensure consistently high standards—whether it's in video lessons, assessments, or learner support.

While the company stays closely attuned to emerging trends such as adaptive learning and artificial intelligence, its approach to innovation remains deliberate and purposeful. James frames it with a simple but powerful question: “Will this help a Grade 10 learner in Limpopo understand quadratic functions better?” If the answer is yes, the idea is pursued. If not, it’s set aside.

At the heart of it all is impact. For James Lees, every feature, course, and enhancement is measured not by buzz or trendiness, but by how effectively it supports a learner’s growth. It’s this grounded, impact-first philosophy that keeps AdvantageLearn.com both relevant and ahead.

A Lesson in Belonging

James shares that while Advantage Learn has seen countless stories of success, one in particular has stayed with him—a story that powerfully affirmed the platform’s mission.

The story came from a student in a rural area of the Eastern Cape, the first in her family to apply to university. As part of her application to a top institution, she was required to take the National Benchmark Tests (NBTs). She discovered Advantage Learn’s NBT Preparation course through one of its NGO distribution partners.

Without access to the academic support often available in well-resourced schools, she independently navigated the online course—watching video lessons, completing quizzes, and joining a live webinar where she asked questions and received real-time guidance.

Later, she reached out to share her success: not only had she passed the NBTs, but she had scored in the top percentiles nationally and secured a spot in a competitive science program. What resonated most with James was her message: “You didn’t just prepare me for the test—you made me feel like I belonged at university.”

For James, this moment captured the heart of Advantage Learn’s mission. Equipping learners with knowledge, belief, and access isn’t just about academic performance—it’s about unlocking their future and affirming their place in spaces they may have once thought unreachable.

The Blueprint for Better Learning in STEM

According to James, the Neo Series was created to address a critical and often overlooked gap in STEM education: the widespread lack of conceptual understanding in mathematics and science. Far too many learners, he explains, are being left behind—not because they lack ability, but because the current system doesn’t give them the opportunity to truly understand the material.

Traditional instruction frequently assumes comprehension rather than actively building it. As a result, students often memorize procedures without grasping the underlying concepts, leading to shaky foundations and low confidence. The Neo Series aims to change this narrative. It begins with conceptual clarity and progresses toward competence, offering learners a structured, engaging, and supportive environment where real understanding can take root.

James highlights that Neo is also a solution to the uneven quality of teaching across South Africa. By collaborating with some of the country’s most exceptional educators, Advantage Learn has captured best-in-class instruction and made it accessible to any student with a smartphone or access through a school partnership. This initiative extends the impact of great teaching far beyond the limitations of a single classroom.

Importantly, Neo doesn’t replace teachers—it empowers them. The series integrates seamlessly with educators’ workflows, offering support tools, analytics, and guidance that enhance its use in blended learning environments.

James believes that, over time, the Neo Series has the potential to transform STEM education in South Africa. Its goal isn’t just to improve academic performance, but to cultivate a new generation of problem-solvers, innovators, and critical thinkers equipped to thrive in the modern world.

Rewriting the Rules of Real Strategy

One of the most challenging and rewarding projects James and his team at Salt undertook was the development of Flowcode, a strategic operating system designed to help businesses align their vision with execution. Flowcode enables organizations to move from high-level strategy to operational action plans with clarity and coherence.

The core challenge lay in translating a powerful strategic methodology—one that previously existed only in workshops and slide decks—into a digital platform that was intuitive, scalable, and widely usable across industries. It required the team to blend design simplicity with strategic depth, ensuring that users could move step by step through defining their vision, aligning teams, setting measurable outcomes, and conducting effective performance reviews.

James highlighted that building Flowcode meant thinking like both a strategist and a product designer. It demanded precision in logic and elegance in user experience.

What the project ultimately reinforced for James was a profound insight: the most valuable digital tools don’t merely automate—they elevate thinking. Flowcode wasn’t just a digitized strategy framework; it became a vehicle for making strategic clarity accessible, repeatable, and scalable. For James, that’s the essence of digital transformation—empowering better thinking and more effective action.

Building Human-centred Digital Design

For James, the most difficult aspect of translating abstract business goals into effective digital solutions lies in narrowing the focus. Business objectives are often broad, ambitious, and full of aspiration—which is essential—but digital products require precision and clarity to truly succeed.

James believes that bridging vision with execution starts by asking hard, grounding questions: What’s the single most valuable thing we could build first? What real pain are we trying to relieve? Who will use this solution, and what do they need to succeed?

Equally important is communication. One of James’ key strengths is serving as a bridge between the language of leadership and the language of engineering. He translates bold ideas into tangible user stories, workflows, and interface designs. This work may not always be glamorous, but he sees it as the heart of impactful product development.

He often describes his role as part translator, part architect. When done well, James says, the result is more than a functional product—it’s something that moves people. It fits seamlessly into their world, addresses genuine challenges, and generates real momentum. For him, that’s the true power of thoughtful, human-centred digital design.

Balancing the Big Picture and the Daily Grind

As CEO of both Advantage Learn and Salt, James understands that balancing long-term vision with daily execution is one of leadership’s most demanding challenges. For him, the key lies in rhythm, prioritization, and trust.

James makes it a point to regularly step back and reflect—through strategic off-sites, journaling, or even quiet walks that allow him to reconnect with the broader vision. These moments of reflection ensure that the day-to-day activities remain aligned with the overarching direction of both organizations.

Crucially, he credits the strength of his leadership teams for making this balance possible. At both Advantage Learn and Salt, James has built teams deeply aligned with their respective missions and empowered them to lead. Delegation, for him, isn’t just a management tactic—it’s a strategic move that allows him to focus more on the future than the immediate.

He also emphasizes the importance of systems thinking. Both businesses operate with mature, adaptive models that enable smooth day-to-day operations while continuously learning and improving. This operational foundation creates the space James needs to focus on vision and strategy.

Ultimately, James believes leadership isn’t about doing everything—it’s about consistently doing the right things. That’s how he maintains momentum without losing sight of the long game.

The Values System Behind Advantage Learn

At Advantage Learning Technologies, James leads with a deep commitment to cultivating a values-driven culture—one that isn’t just aspirational, but operational. The company’s cultural foundation is built around seven core values, captured in the acronym HARMONY, reflecting the belief that when these principles work in harmony, everything else flows.

• Human & Helpful: The team leads with empathy and a commitment to making a positive impact.

• Adventurous & Ambitious: They’re encouraged to take bold steps, embrace change, and pursue transformative ideas.

• Respectful & Responsible: Personal accountability and mutual respect are cornerstones of team dynamics.

• Masters of Detail: Excellence is found in the details, and the team takes pride in getting them right.

• Obsessed with Performance: High standards and data-driven progress shape the team’s pursuit of impact.

• Net+: There’s a shared mission to leave people, systems, and the planet better than they were found.

• Young at Heart: Curiosity, playfulness, and a learner’s mindset are embraced at every level.

For James, these values are not just words on a wall—they actively shape hiring decisions, daily interactions, and how the team navigates challenges. They are the lens through which trust is built and maintained.

To ensure these values remain embedded in the organizational fabric, James has championed rituals and systems that reinforce them—from onboarding processes to retrospective practices to recognition frameworks. Culture, in his view, isn’t accidental—it’s something you design, nurture, and protect deliberately.

Envisioning a More Equitable Future of Learning

When asked about the future of digital learning, James highlighted three transformative trends he believes will define the next decade: hyper-personalisation, human-AI collaboration, and equitable access.

According to James, hyper-personalisation will revolutionize the way learning journeys are structured. With the growing power of data science and adaptive learning technologies, students will increasingly engage with content that is tailored to their unique pace, knowledge gaps, interests, and preferred formats. This individualized approach has the potential to dramatically improve both engagement and outcomes.

James also sees human-AI collaboration as a key frontier. He is clear in his belief that AI will not replace educators—but rather empower them. From AI tutors that provide real-time feedback to copilots that assist with diagnostics and content delivery, these tools will allow teachers to focus on what they do best: building relationships, inspiring curiosity, and creating meaningful learning experiences.

Most importantly, James emphasizes the need for equitable access. “None of this innovation matters,” he notes, “if it’s only available to a few.” For digital learning to realize its full potential, it must be inclusive—designed with infrastructural challenges in mind and delivered through strategic partnerships that reach underserved communities.

In his view, the future of education is not just about smarter tools—it’s about building a system where every learner has the opportunity to thrive.