In 1991 he founded Discourse Technologies the first technology-based Formative Assessment system. When acquired by ETS he joined as a leader on technologies such as NLP for essay grading and SEL and international markets.

After 12 years he joined ProExam as VP of Corporate Development and helped lead the merger into ACT where he became the Vice President of the Product group and ACT International which included Executive Sponsor for PISA 2021’s Innovative Domain. 

In 2020 he joined Finetune as Chief Strategy & Business Development Officer and played a key role in Finetune’s creation of Generate® that uses advanced AI in the creation of original test items and Catalog™ for tagging and alignment.

Since Finetune was acquired by Prometric he has continued in his Finetune role while helping Prometric’s partners in the USA and around the world.

Simmy holds a BA (Honors) degree from the University of the Witwatersrand in South Africa and is a graduate of the Kellogg Management Institute at Northwestern University.