A company that describes itself as the “best-kept secret” in the creator economy has passed a major milestone. Kajabi, a robust platform that lets users design and sell their own courses, has now paid out $5 billion since its inception.
Kajabi’s toolkit helps creators run marketing campaigns, utilize content templates, and engage with fans via CRM tools. The company’s most notable feature is its DIY course creation platform, which creators like Matt Steffanina and Cassey Ho have used to monetize their passions. In total, Kajabi counts 60,000 creators among its user base.
Though Kajabi’s history dates back more than a decade, much of its growth has occurred over the past three years. In 2020, it announced $1 billion in payouts. Since then, it has quintupled that figure. A big factor in Kajabi’s growth spurt has been its ability to support creators impacted by the COVID-19 pandemic. For example, Steffanina turned to the platform after he lost his ability to hold in-person classes. The result, in his own words, has been a steady source of income.
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“For over a decade, Kajabi has relentlessly focused on putting the creator first,” added Kajabi CEO Ahad Khan. “Our entire business is built on providing our customers with the best platform to build their business, brand, and audience. As more and more creators come to realize the importance of controlling their destiny by truly owning their business, we’re proud to be putting power into their hands.”
As Kajabi looks to sustain its pandemic-era growth, it will face an increasing amount of competition from online course providers. Some video platforms, such as YouTube, have developed first-party tools that resemble Kajabi’s signature product. Creator-led company Nebula has also dipped its toes into the waters of course creation. Meanwhile, companies like MasterClass have forged new ties with the creator community.
How will Kajabi set itself apart from the pack? Its appeal for small creators is a big selling point. A press release from the company states that the “majority” of Kajabi users who have earned at least $100,000 have “as few as 400 customers on average.”
So while a lot of companies have struggled to match their mid-pandemic numbers, Kajabi is in for the long haul. In the creator economy, it may not remain the best-kept secret for long.
