EdTech Companies And Their Business Models

CompanyKey Characteristics and Business StrategiesCore Value PropositionCustomer SegmentsDistribution Channels
Coursera1. Diverse Course Offerings: Coursera offers a wide range of online courses and specializations from top universities. 2. Certifications: It provides certificates upon course completion. 3. Partnerships: Coursera partners with institutions globally.Providing access to high-quality online education and professional development through a vast catalog of courses and certifications.Lifelong learners, working professionals, studentsOnline platform, mobile app, partnerships with universities.
edX1. Open Source: edX is an open-source online learning platform. 2. University Collaboration: It partners with universities and institutions to offer courses. 3. MicroMasters Programs: Offering more in-depth educational experiences.Offering open and accessible online education through collaborations with universities, open-source courseware, and advanced program options.Lifelong learners, students, professionalsOnline platform, mobile app, institutional partnerships.
Udemy1. Marketplace Model: Udemy operates as a marketplace where instructors can create and sell courses. 2. Diverse Content: A vast range of courses on various topics. 3. Lifetime Access: Once purchased, courses can be accessed indefinitely.Empowering individuals to learn and teach online, with a focus on diverse course offerings, affordability, and lifetime access to purchased content.Instructors, learners, professionalsOnline marketplace, mobile app, instructor partnerships.
Khan Academy1. Free Educational Content: Khan Academy provides free educational videos and exercises. 2. Focus on K-12 Education: It primarily targets K-12 students. 3. Personalized Learning: Adaptive learning tools for students.Offering free, high-quality educational resources for K-12 students, promoting personalized learning and skill development at no cost.K-12 students, parents, educatorsOnline platform, mobile app, and integration with schools.
Duolingo1. Gamified Language Learning: Duolingo offers gamified language learning courses. 2. Accessibility: It provides free language education. 3. Mobile-First Approach: Duolingo is primarily accessed via mobile devices.Making language learning fun, accessible, and effective through gamification, a mobile-first approach, and free access to language courses.Language learners, students, travelersMobile app, online platform.
LinkedIn Learning1. Integration with LinkedIn: LinkedIn Learning is integrated with the LinkedIn professional network. 2. Skill Development: Focusing on career and professional skill development. 3. Certifications: Offering certificates for courses.Providing professionals with opportunities for skill development, career advancement, and networking through integration with LinkedIn and a vast course library.Professionals, job seekersOnline platform, integration with LinkedIn, mobile app.
Chegg1. Textbook Rentals: Chegg started as a textbook rental service. 2. Academic Support: It offers study tools and resources. 3. Tutoring: Live online tutoring services.Supporting students with affordable textbook options, academic resources, and live tutoring services to enhance learning and academic success.College students, high school students, educatorsOnline platform, textbook rentals, tutoring services.


Duolingo is an EdTech platform leveraging gamification to enable millions of users to learn languages. Duolingo leverages a hybrid between ad-supported and freemium models. Indeed, the free app makes money through advertising. Free users are also channeled into premium subscriptions with an ad-free experience and more features.

Khan Academy

Khan Academy is an EdTech non-profit organization whose mission is “to provide a free, world-class education to anyone, anywhere,” It runs thanks to the sponsors of various donors that keep the platform developing content at scale for its millions of students across the world.


Started as an attempt to transform education, MasterClass finds top talents and turn them into instructors. With a straightforward membership model of $180 per year, the streaming online education platform gives access to all its courses and the new releases on the platform. In 2020, it got valued at over $800 million.


Udacity is a freemium EdTech platform, offering MOOCs (courses open to anyone for enrolment). Udacity partners up with companies and universities to offer nanodegrees (short-term online education programs focused on specialized skills in computer science). The user either pays a one-time or subscription fee to access one or all courses.


Udemy is an e-learning platform with two primary parts: the consumer-facing platform (B2C). And the enterprise platform (B2B). Udemy sells courses to anyone on its core marketplace, while it sells Udemy for Business only to B2B/Enterprise accounts. As such, Udemy has two key players: instructors on the marketplace, and business instructors for the B2B platform.

Key highlights from EdTech platforms business models

  1. Duolingo:
  • Utilizes a hybrid model combining ad-supported and freemium approaches.
  • Generates revenue through advertising on the free app.
  • Encourages free users to opt for premium subscriptions for an ad-free experience and additional features.
  1. Khan Academy:
  • Operates as a non-profit organization with a mission to provide free, high-quality education to everyone.
  • Sustains its platform through sponsorships and donations from various donors.
  • Offers content at scale to millions of students worldwide without charging any fees for access.
  1. MasterClass:
  • Focused on transforming education by recruiting top talents as instructors.
  • Uses a straightforward membership model, offering access to all courses and new releases for a fixed annual fee.
  • Achieved a significant valuation of over $800 million, indicating its success in attracting learners.
  1. Udacity:
  • Employs a freemium model, providing MOOCs accessible to anyone for enrollment.
  • Collaborates with companies and universities to offer nanodegrees in specialized computer science skills.
  • Generates revenue through one-time or subscription fees for accessing courses.
  1. Udemy:
  • Has two primary platforms: the consumer-facing platform (B2C) and the enterprise platform (B2B).
  • Sells courses to individual learners on the core marketplace (B2C) and provides Udemy for Business to B2B/Enterprise clients.
  • Engages instructors on both platforms, catering to a wide range of learners and businesses.

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