Abstract
In this article, Per Andersson and Lars-Gunnar Mattsson describe the emerging edtech market. Studying Sensavis, an educational technology company in Sweden, they describe how the company changed business model four times in five years. Due to uncoordinated policy shifts at the national level coupled with challenges at the local level, the authors foresee an even more complex edtech market after COVID-19. To handle this, they propose four tensions that need to be addressed.