While teachers continue to struggle for a decent middle-income salary, the edtech entrepreneurs are salivating about their success in the ed marketplace.

Some people are getting very rich indeed by investing in technology to replace teachers and to call it “personalization.” When there is no teacher involved, it is “depersonalization.”

“We’re starting to see for the first time some scale in the space and the investments are reflective of that playing out,” Davidson said on a phone call.

So Davidson took his learnings to the private sector and founded EverFi, an education software startup, in 2008. As CEO, Davidson has been rallying some of the biggest names in business behind his cause. Indeed, on Wednesday, EverFi will announce that it has raised $190 million in new funding from a host of magnates to help bring schooling into the digital age. The company last raised $40 million a year ago, news Fortune covered first.

EverFi will no doubt prove a bellwether for Rise’s investment strategy: an attempt to make money while achieving some social good. If the plan works, EverFi could also end up teaching the world a valuable economic lesson—that capitalism can strive for ideals beyond merely increasing shareholder value.

Just don’t call it philanthropy.

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