EF –
A Culture Without Borders
At APTA we are privileged to collaborate with one of the world’s most dynamic & inspiring companies – EF Education First. Founded in Lund in 1965, EF has grown into the world’s largest privately held education & travel organization, with more than 50,000 employees across 114 countries. What makes EF unique is not only its global reach, but its very distinctive culture.
A Special Working Culture
APTA often meet the EF employees that describe the company as young, international, fast-paced & entrepreneurial. EF culture thrives on collaboration, creativity & a “hands-on” spirit, where hierarchies play a limited role & ideas are encouraged to flow freely across functions & geographies. With over 120 nationalities represented, EF’s teams are highly diverse & more than half of the senior management positions are held by women. This openness & inclusivity – combined with a Swedish heritage that emphasizes flat structures & teamwork – gives EF its special DNA.
From London to Zürich
APTA has been beyond proud to support EF in their global recruitment efforts, spanning both creative & financial leadership roles. Our collaboration reflects the breadth of EF’s operations & the diversity of talent it attracts. Some examples:
These examples show EF’s wide spectrum of leadership needs – from design & storytelling to finance & digital transformation – and underline our role at APTA in delivering A Perfect Match.
Succession, Future & Swedish Roots
In a recent interview with Dagens Industri, EF’s new CEO Edward “Eddie” Hult reflected on his journey from academic researcher at Cambridge to leading the family-owned education empire. Taking over from his father, EF-founder Bertil Hult, Edward represents the second generation of leadership. He emphasizes customer focus, collaboration & putting the right person in the right role as key leadership principles.
Importantly, Edward also underlined the Swedish heritage that still permeates EF, despite its global footprint: “The Swedish culture is still strong in the company,” he noted, pointing to the flat structures & openness that remain part of EF’s identity.
Bertil Hult’s leadership style was marked by decisiveness, boldness & an unwavering focus on customer outcomes. He believed in surrounding himself with people who not only possessed strong expertise but also brought energy, curiosity & resilience into the organization. Recruitment, for Hult, was never simply about filling a role—it was about finding individuals who embodied EF’s values of openness, courage & the drive to make a difference.
This philosophy resonates strongly with APTA’s own approach. At APTA, we share the conviction that true success lies in connecting organizations with leaders who are not only technically capable but also culturally aligned and purpose-driven. Just as Hult emphasized “the right person in the right place,” APTA is committed to ensuring that every placement is not just a hire, but A Perfect Match.
Looking forward, EF is investing in AI-driven learning (Efekta), expanding its digital education capabilities while holding firm to its core mission: Opening the world through education.its core mission: to open the world through education.
APTA’s Perspective
APTA’s partnership with EF reflects the very best of what we stand for: helping visionary companies find leaders who combine creativity, analytical excellence & cultural sensitivity. Whether it is a global creative director in Lucerne or a financial systems head or VP Product Innovation in Shanghai - APTA is honored to play a part in EF’s ongoing journey.
EF’s story is proof that culture matters – not only as a competitive advantage, but as the very foundation for global growth & resilience. EF at 60 is a testament to Bertil Hult’s vision: that education, culture & leadership can open the world. At APTA, we are extremely honored to be part of that story. Thank you EF.
Parts From Dagens Industri, DI Weekend, Published: September 11th 2025
Text: Henrik Huldschiner & Photo: Joey Abrait
A Special Working Culture
APTA often meet the EF employees that describe the company as young, international, fast-paced & entrepreneurial. EF culture thrives on collaboration, creativity & a “hands-on” spirit, where hierarchies play a limited role & ideas are encouraged to flow freely across functions & geographies. With over 120 nationalities represented, EF’s teams are highly diverse & more than half of the senior management positions are held by women. This openness & inclusivity – combined with a Swedish heritage that emphasizes flat structures & teamwork – gives EF its special DNA.
From London to Zürich
APTA has been beyond proud to support EF in their global recruitment efforts, spanning both creative & financial leadership roles. Our collaboration reflects the breadth of EF’s operations & the diversity of talent it attracts. Some examples:
- On the creative side, APTA assisted in the recruitment of the Executive Creative Director – Global Brand & Design in Switzerland. This role shaped EF’s global identity, ensuring that its brand connects authentically across cultures & channels – from digital platforms to school interiors.
- On the financial & systems side, APTA has supported the appointment of the Head of Global Financial Systems in Zürich. Leading an international team with a user base of 500+ across multiple platforms, this role was central to EF’s drive towards digitalization & automation of processes.
These examples show EF’s wide spectrum of leadership needs – from design & storytelling to finance & digital transformation – and underline our role at APTA in delivering A Perfect Match.
Succession, Future & Swedish Roots
In a recent interview with Dagens Industri, EF’s new CEO Edward “Eddie” Hult reflected on his journey from academic researcher at Cambridge to leading the family-owned education empire. Taking over from his father, EF-founder Bertil Hult, Edward represents the second generation of leadership. He emphasizes customer focus, collaboration & putting the right person in the right role as key leadership principles.
Importantly, Edward also underlined the Swedish heritage that still permeates EF, despite its global footprint: “The Swedish culture is still strong in the company,” he noted, pointing to the flat structures & openness that remain part of EF’s identity.
Bertil Hult’s leadership style was marked by decisiveness, boldness & an unwavering focus on customer outcomes. He believed in surrounding himself with people who not only possessed strong expertise but also brought energy, curiosity & resilience into the organization. Recruitment, for Hult, was never simply about filling a role—it was about finding individuals who embodied EF’s values of openness, courage & the drive to make a difference.
This philosophy resonates strongly with APTA’s own approach. At APTA, we share the conviction that true success lies in connecting organizations with leaders who are not only technically capable but also culturally aligned and purpose-driven. Just as Hult emphasized “the right person in the right place,” APTA is committed to ensuring that every placement is not just a hire, but A Perfect Match.
Looking forward, EF is investing in AI-driven learning (Efekta), expanding its digital education capabilities while holding firm to its core mission: Opening the world through education.its core mission: to open the world through education.
APTA’s Perspective
APTA’s partnership with EF reflects the very best of what we stand for: helping visionary companies find leaders who combine creativity, analytical excellence & cultural sensitivity. Whether it is a global creative director in Lucerne or a financial systems head or VP Product Innovation in Shanghai - APTA is honored to play a part in EF’s ongoing journey.
EF’s story is proof that culture matters – not only as a competitive advantage, but as the very foundation for global growth & resilience. EF at 60 is a testament to Bertil Hult’s vision: that education, culture & leadership can open the world. At APTA, we are extremely honored to be part of that story. Thank you EF.
Parts From Dagens Industri, DI Weekend, Published: September 11th 2025
Text: Henrik Huldschiner & Photo: Joey Abrait
A global legacy, 60 years in the making
Founded in Lund in 1965 by Swedish entrepreneur Bertil Hult, EF Education First began as “Europeiska Ferieskolan” – a simple idea inspired by Hult’s own dyslexia: that the best way to learn a language is to live it. From this modest start in a student dormitory basement, Hult built what is today the world’s largest privately held education & travel company. His philosophy – customer first, bold decision-making, and relentless focus on impact – remains deeply embedded in EF’s DNA.
Picture (1): Bertil Hult has initiated several non-profit projects involving the Swedish royal family, including the Mentor Foundation, which supports research and initiatives for drug prevention. Here he is seen with Queen Silvia at a boat christening in 2002. Photo: Ronny Karlsson
Picture (4): Bertil Hult founded EF 60 years ago. The idea of learning a language during holidays instead of in the classroom stemmed from his own dyslexia. Photo: Oskar Omne
Copyright Notice
All photographs, images, and visual material are protected by copyright law.
© 2025 APTA AB & APTA International AB. All rights reserved.
Unauthorized use, reproduction, distribution, or modification of any images without prior written consent is strictly prohibited. For licensing or permission requests, please contact: [email protected].
Founded in Lund in 1965 by Swedish entrepreneur Bertil Hult, EF Education First began as “Europeiska Ferieskolan” – a simple idea inspired by Hult’s own dyslexia: that the best way to learn a language is to live it. From this modest start in a student dormitory basement, Hult built what is today the world’s largest privately held education & travel company. His philosophy – customer first, bold decision-making, and relentless focus on impact – remains deeply embedded in EF’s DNA.
Picture (1): Bertil Hult has initiated several non-profit projects involving the Swedish royal family, including the Mentor Foundation, which supports research and initiatives for drug prevention. Here he is seen with Queen Silvia at a boat christening in 2002. Photo: Ronny Karlsson
Picture (4): Bertil Hult founded EF 60 years ago. The idea of learning a language during holidays instead of in the classroom stemmed from his own dyslexia. Photo: Oskar Omne
Copyright Notice
All photographs, images, and visual material are protected by copyright law.
© 2025 APTA AB & APTA International AB. All rights reserved.
Unauthorized use, reproduction, distribution, or modification of any images without prior written consent is strictly prohibited. For licensing or permission requests, please contact: [email protected].
