{"id":147443,"date":"2026-01-18T22:02:57","date_gmt":"2026-01-18T22:02:57","guid":{"rendered":"https:\/\/business.udemy.com\/?post_type=customers&p=147443"},"modified":"2026-05-07T21:25:16","modified_gmt":"2026-05-07T21:25:16","slug":"absa-group-upskills-a-future-ready-workforce-across-africa-with-udemy-business","status":"publish","type":"customers","link":"https:\/\/business.udemy.com\/case-studies\/absa-group-upskills-a-future-ready-workforce-across-africa-with-udemy-business\/","title":{"rendered":"Absa Group Upskills a Future-Ready Workforce Across Africa with Udemy Business"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":0,"template":"templates\/full-width.php","resource_type":[7],"class_list":["post-147443","customers","type-customers","status-publish","hentry","resource_type-case-study","post","without-featured-image"],"acf":{"hide_footer":false,"hide_navigation":false,"customer_description":"","key_results":false,"choose_resource_hubs":["default"],"publish_to_selected_resource_hubs":["yes"],"resource_topics":["integrated_learning","on_demand_learning","leadership_development","learning_culture","technical_upskilling","ai_transformation"],"archive_thumbnail":"https:\/\/business.udemy.com\/wp-content\/uploads\/2026\/01\/absa-logo.png.webp","company_logo":"https:\/\/business.udemy.com\/wp-content\/uploads\/2026\/01\/Absa_Logo.svg.png.webp","show_customer_spotlight":false,"main_heading":"Absa Group Upskills a Future-Ready Workforce Across Africa with Udemy Business","case_study_details_paragraph":"

Absa Group is a pan-African bank that focuses on the story behind the numbers. Every financial decision \u2013 whether it\u2019s opening an account or taking out a loan \u2013 has a story behind it, and the bank is dedicated to supporting each customer on that individual journey.<\/span><\/p>\n

This \u201cYour Story Matters\u201d ethos extends to Absa\u2019s employees, too. Its learning and development strategy is centered around building a hub for African talent, and providing people with the tools they need to explore new skills.<\/span><\/p>\n

Udemy Business has become a central component of this approach. It enables Group Leadership Lead, Nadia ten Cate, and her team to cater to the diverse needs of employees in different roles and markets \u2013 all through a user-friendly platform of curated learning pathways. Since 2021, Absa\u2019s Udemy Business licenses have delivered an ROI of more than $20 million, including nearly $13 million in savings on certification prep.<\/span><\/p>\n","industry_details_group":{"include_industry_details":true,"industry_details":"Financial Services"},"company_hq_details_group":{"include_company_hq_details":true,"company_hq_details":"Johannesburg, South Africa"},"number_of_employees_details_group":{"include_number_of_employees_details":true,"number_of_employees_details":"46,000+"},"office_locations_details_group":{"include_office_locations_details":true,"office_locations_details":"Africa, North America, Europe, Asia"},"statistics_repeater":[{"number_or_icon":"number","statistic_number":"$20.8 million","statistic_icon":false,"statistic_text":"ROI savings"},{"number_or_icon":"number","statistic_number":"$12.9 million","statistic_icon":false,"statistic_text":"Certification prep savings"},{"number_or_icon":"number","statistic_number":"84%","statistic_icon":false,"statistic_text":"Employee adoption"}],"tabs_group":{"include_challenge_tab":true,"challenge_tab_include_quote":true,"challenge_tab_quote_group":{"tab_quote_text":"\u201cWe really loved the Udemy model because it\u2019s so broad. We knew it could cater to all of Absa\u2019s diverse needs, from our technical people on the IT and digital side to our people in customer service.\u201d\r\n","tab_quote_author_name":"Nadia ten Cate","tab_quote_author_title":"Group Leadership Lead, Absa Group","tab_quote_author_photo":"https:\/\/business.udemy.com\/wp-content\/uploads\/2026\/01\/Nadia-ten-Cate_Absa.jpeg.webp"},"challenge_tab_heading":"Becoming a pan-African hub for talent","challenge_tab_text":"

From its headquarters in Johannesburg, South African bank Absa Group has expanded to serve 11 other African countries and launched operations in China, North America, and Europe. With tens of thousands of employees in roles ranging from tellers to tech support, Absa\u2019s learning and development demands are exceptionally diverse.<\/span><\/p>\n

Historically, most of Absa\u2019s training programs were delivered through in-person sessions. They focused on the functional requirements of roles, generally guiding people toward achieving certifications or teaching them how to use core systems. But in-person training was expensive, time-consuming, and limited participation across the bank\u2019s broad employee base \u2013 especially for leadership skills. And with so many different trainers required to reach employees in every country, there was no consistency.<\/span><\/p>\n

\u201cThis approach to training really felt perfunctory \u2013 something you <\/span>had <\/span><\/i>to do for your role,\u201d explains Nadia ten Cate, Group Leadership Lead at Absa Group. \u201cWe wanted an approach that was dynamic and democratized.\u201d<\/span><\/p>\n

The learning and development team at Absa has transformed the bank\u2019s strategy, refocusing on skills development for all employees over rigidly structured training programs that only reach a small percentage of the workforce. Udemy Business now forms a cornerstone of this approach, unlocking curated, flexible learning pathways for all employees.<\/span><\/p>\n","include_solution_tab":true,"solution_tab_include_quote":true,"solution_tab_quote_group":{"tab_quote_text":"\u201cUdemy provides learning opportunities that fit within the flow of work. It supports a multimodal approach to development where our people can pick up small pieces of knowledge as well as working through full courses.\u201d\r\n","tab_quote_author_name":"Nadia ten Cate","tab_quote_author_title":"Group Leadership Lead, Absa Group","tab_quote_author_photo":"https:\/\/business.udemy.com\/wp-content\/uploads\/2026\/01\/Nadia-ten-Cate_Absa.jpeg.webp"},"solution_tab_heading":"Embedding Learning Opportunities in the Flow of Work","solution_tab_text":"

Udemy Business was initially chosen as a faster way to get the tech team up to speed for key certifications, such as Amazon Web Services (AWS), but it soon proved itself as a quick, on-demand platform for curated learning.<\/span><\/p>\n

\u201cThe success of our pilot with the tech team really helped build the business case for an organization-wide implementation,\u201d says ten Cate. \u201cUdemy provides learning opportunities that fit within the flow of work. It supports a multimodal approach to development where our people can pick up small pieces of knowledge as well as working through full courses.\u201d<\/span><\/p>\n

Creating a learning and development approach that supports all roles<\/b><\/p>\n

Udemy Business is now available for all employees, providing the same high-quality, easy-access learning whether they\u2019re at the headquarters in South Africa or a regional branch in Mozambique. Absa has also recently added a group of Udemy Business Pro licenses to its learner ecosystem, unlocking hands-on training features including labs and assessments.<\/span><\/p>\n

\u201cWe really loved the Udemy model because it\u2019s so broad,\u201d says ten Cate. \u201cWe knew it could cater to all of Absa\u2019s diverse needs, from our technical people on the IT and digital side to our people in customer service.\u201d<\/span><\/p>\n

Roles within Absa are organized into \u201cjob families\u201d that include Leadership and management, IT, Sales and Service, and Risk Management. Each is represented in a Critical Capabilities Framework designed to help guide learning across the company. Using the Skills Mapping feature in Udemy Business, ten Cate and her team can create skills trees that provide a clear roadmap for each job family. The Udemy AI Assistant then automatically pulls in the relevant sections of different courses to support development.<\/span><\/p>\n

\u201cUdemy isn\u2019t just a library of courses. It\u2019s a true learning solution; it takes you end to end, from developing the smallest skills to achieving a certification,\u201d says ten Cate.<\/span><\/p>\n

A collaborative approach to engaging the community<\/b><\/p>\n

To drive adoption and show Absa\u2019s people the value of using Udemy, ten Cate and her team collaborated with our Customer Success team to launch an initiative called the \u201cUdemy Forum\u201d. \u201cEvery month, we get together with the learning community to showcase best practices and encourage people from each region to share stories about what they\u2019ve achieved with Udemy,\u201d explains ten Cate. \u201cAnd when there are new additions to the platform, like the AI Learning Paths, the Udemy team can introduce them to the community.\u201d<\/span><\/p>\n

This initiative, alongside other campaigns (including a holiday-themed course selection that includes fun family activities), has led to a huge uptake across Absa. It\u2019s now one of Udemy\u2019s most highly engaged user communities, showing how important it is to embed learning in the fabric of an organization\u2019s culture.<\/span><\/p>\n

Absa\u2019s ongoing partnership with Udemy\u2019s Professional Services and Learning Architecture teams is further extending the impact of Udemy Business. The Absa Leadership Academy runs monthly learning sessions centered around themes ranging from mentorship to digital transformation. ten Cate\u2019s team identifies the theme for each month and is now experimenting with matching the masterclasses to relevant pathways and courses in Udemy Business, so there\u2019s always an opportunity to learn more.<\/span><\/p>\n","include_results_tab":true,"results_tab_include_quote":true,"results_tab_quote_group":{"tab_quote_text":"\u201cUdemy\u2019s reporting feature is so important for understanding which skills people are prioritizing, whether they\u2019re technical, business, or personal.\u201d\r\n","tab_quote_author_name":"Nadia ten Cate","tab_quote_author_title":"Group Leadership Lead, Absa Group","tab_quote_author_photo":"https:\/\/business.udemy.com\/wp-content\/uploads\/2026\/01\/Nadia-ten-Cate_Absa.jpeg.webp"},"results_tab_heading":"A Learning and Development Solution for Every Stage of Your Career","results_tab_text":"

Udemy Business is now woven throughout daily work and ongoing development plans for Absa\u2019s employees.\u00a0<\/span><\/p>\n

At every career stage, there\u2019s an opportunity to learn through Udemy. For example, Absa supplements its graduate learnerships \u2013 a type of mandated internship in South Africa \u2013 with Udemy courses that help new grads get up to speed with the financial sector. Targeted pathways for roles such as tellers and analysts help graduate learners build the skills they need to contribute from the very start.\u00a0<\/span><\/p>\n

As a result, Absa\u2019s learnerships have a significantly higher rate of continued employment compared to national averages, creating a sustainable, large-scale talent pipeline \u2013 while reducing recruitment costs and effort. And for those at the end of their Absa career, an extended Udemy license which provides access even after their last day of work helps them upskill for what\u2019s next.<\/span><\/p>\n

Across the eight Critical Capabilities identified by Absa, learning leaders have seen a massive impact with 30,000 employees completing more than 7,200 courses. Leadership and management learning, for example, has ranked among the top performing domains, with 500 to 800 employees consistently and actively learning during steady-state business cycles and more than 1,200 engaging during strategic development phases\u2014driving gains in emotional intelligence, strategic thinking, resilience, adaptability, and more.\u00a0\u00a0\u00a0<\/span><\/p>\n

As finance technology becomes more complex and AI plays an increasingly instrumental role in the sector, Udemy Business is also helping Absa\u2019s employees develop the critical skills they need to be part of tomorrow\u2019s workforce. \u201cThe financial services industry is changing exponentially,\u201d says ten Cate. \u201cUdemy Business helps us evolve with the times, ensuring our people are future ready with the skills they need to use AI effectively.\u201d<\/span><\/p>\n

Demonstrating the value of flexible, curated learning<\/b><\/p>\n

Proving ROI is vital for any business initiative. The reporting feature in Udemy Business gives ten Cate and her team key insights into both the financial and practical impact of its courses, while benchmarks help contextualize Absa\u2019s data against similar organizations.<\/span><\/p>\n

\u201cUdemy\u2019s reporting feature is so important for understanding which skills people are prioritizing, whether they\u2019re technical, business, or personal,\u201d explains ten Cate.<\/span><\/p>\n

The Group Leadership team produces monthly reports on the top categories and programs in Udemy; that data then feeds back into Absa\u2019s critical skills agenda. \u201cIt shows we\u2019re moving in the right direction,\u201d ten Cate says.<\/span><\/p>\n

This data also demonstrates the savings Absa has achieved with its licenses. With 84% adoption across the company, Absa has saved over $20 million in individual training costs since 2021, with almost $13 million saved through certification prep alone.<\/span><\/p>\n","include_looking_forward_tab":true,"looking_forward_tab_include_quote":true,"looking_forward_tab_quote_group":{"tab_quote_text":"\u201cUdemy\u2019s major differentiator is the fact that it\u2019s constantly developing, updating, and improving.\u201d\r\n","tab_quote_author_name":"Nadia ten Cate","tab_quote_author_title":"Group Leadership Lead, Absa Group","tab_quote_author_photo":"https:\/\/business.udemy.com\/wp-content\/uploads\/2026\/01\/Nadia-ten-Cate_Absa.jpeg.webp"},"looking_forward_tab_heading":"A Constantly Evolving Partnership","looking_forward_tab_text":"

\u201cUdemy\u2019s major differentiator is the fact that it\u2019s constantly developing, updating, and improving,\u201d says ten Cate. \u201cThe team is constantly working to make learning more effective and engaging \u2013 like the new badging programs, for example. There\u2019s always a new feature to explore.\u201d<\/span><\/p>\n

As the demands of the sector evolve, Udemy will partner alongside Absa to ensure its people have access to the training and skills they need \u2013 and ten Cate\u2019s team is laser-focused on what\u2019s next.<\/span><\/p>\n

\u201cThe leadership program proof of concept that I\u2019m working on with the Professional Services team will become the perfect template for testing capabilities in any skill across the business,\u201d says ten Cate. \u201cUdemy Business is going to continue to be instrumental in helping us achieve our skills agenda.\u201d<\/span><\/p>\n"},"main_page_quote_group":{"main_page_quote_text":"\u201cThe financial services industry is changing exponentially. 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