They existed even before 2019, B.C. (where B.C. stands for Before COVID), Online Course Platforms were already a thing. Even then, they were made for the same purpose, to create and sell online courses.

The majority of courses back then were more niche-oriented, such as leadership seminars, wholesomeness and self-help classes. There were also classes and courses that covered normal topics.

These classes focused on bringing education to where it is most convenient and comfortable.

People who are housebound for multiple reasons (e.g., childcare or health issues) can still learn and study even if they cannot go out. Due to its flexibility, people who are unable to attend school regularly due to scheduling conflicts or duties could still complete courses.

Then the pandemic happened, and everything else was forced to shut down. However, people still needed to learn, and online course platforms and other eLearning platforms made it possible for a lot to continue their studies.

In the early times of the pandemic, the industry saw a 221% increase in new course creators on one Course Platform. This growth is probably shared throughout multiple platforms online.

Everyone, from solopreneurs and entrepreneurs to professionals in human resources and educational institutions, has used at least one course platform during the pandemic.

Not only that, but the pandemic also showed the potential of these platforms as a way to earn extra profit. They say that knowledge is wealth. Online courses platforms have given this maxim legs and allowed people to convert their knowledge into wealth.

Nowadays, there are countless online courses people can partake in. You can find everything from life coaching to make your life easier, to tutorial classes on the more academic subjects such as Algebra. You can even learn how to make your courses more lucrative.

Online courses are all the rage. The next question is how you plan to share the treasure you find in your head with the world.

For those of you who prefer a more visual experience, here is a video review from Ross Herosian on his YouTube channel Tricycle Creative. You can still read our article below to get a complete overview of Thinkific. It also compares it with some other competitors.

Thinkific: You’re Go-To Online Course Business Platform Zippy Courses Pricing vs Thinkific

Thinkific Overview

Thinkific is one the most popular options for selling, hosting and building your courses.

One of the main reasons why Thinkific stands out is that you know they are doing this in a place of passion. You can feel that they are more focused on giving the best learning experience they can to both the creators and their audience and that earning money is needed to keep things afloat.

It’s impossible to not! After all, it is one of the few online course platforms that provide a full-on free service. Yes, Thinkific has a free service that is as good as their paid lowest-tiered one.

The platform is ideal for beginners as it allows them to see how content and courses are built, as well the industry’s overall environment. Using the free plan allows users to glimpse what they are about to partake in without any investment.

The only limitation of this free plan is that it only allows you to create one course and one course, and in my opinion, that is generous enough.

Thinkific does not take any transaction fees when a user sells on the platform. All the profits go to the content owner.

Thinkific ensures that all profits are immediately available after they have been sold. This means course creators and content producers can immediately use their earnings without needing to wait for a quote, or reach a certain threshold before they can touch the money.

This just proves how much Thinkfiic thinks of its customer base.

Thinkific Features

Let me start by saying that almost all online courses platforms have the same features. First, there is the course builder, then there is the website builder for your courses, and then the marketing features.

They are all the same except for how they work and some other unique features. These are the features that Thinkific is known for.

Thinkific’s main focus is their ability to create course curriculum. Most of their features are geared toward the creation bit, of course, creation. They ensure that online courses are as interactive as possible.

The user interface of Thinkific is easy to use. It’s intuitive and logical. It is easy to navigate. All other features can be accessed through a sidebar menu. Except for occasional hiccups, they are correctly classified. Zippy Courses Pricing vs Thinkific

Users who love to check on analytics and performance will love this interface, as everything is placed and organized neatly on the dashboard.

The dashboard shows you how you are doing in revenue and student accounts. You can also see student course enrollments and sign-ups.

We can make the interface look a bit more appealing if we have to.

Thinkific is primarily focused on course creation, as mentioned previously. As such, the platform ensures that the course creation mechanism is easy to get used to. Thinkific lets you try all the features of the course creator even if it is a free plan.

This course builder also allows you to include a multitude of media types. These media types include quizzes and surveys, assignments, pdfs, content, and student discussion areas that allow for peer-to-peer interaction.

Other highlights include scheduling of course content as well as some automation in terms of drip-feeding content.

As for the Marketing features of Thinkific, I’m afraid that is where the platforms fall pretty flat. Don’t get me wrong. It has everything that you need to promote and market your courses.

But that’s just about it. Thinkific’s market features compare poorly to its competitors. It doesn’t include a sales funnel builder. This is the most noticeable aspect. The overall checkout experience is pretty clunky.

What’s more is that there is really nothing you can do about this part since it has very limited customization.

Even email marketing features are behind the competition. Most of it is quite basic, and at most, you can notify your students of new courses or products, as well as send them their course progress and notify them about their course progress as well as updates.

Thinkific can also integrate third-party apps. Rather than band-aids, you can consider these third-party apps as bandages to fix some of Thinkific’s deficiencies in the marketing department.

For email marketing alone, Thinkific directly integrates five of the most popular email marketing providers, including ConvertKit, Active Campaign, Aweber, Drip, and MailChimp.

It makes sense considering the platform’s repeated promises to focus on course creation. It would be smarter to invest all resources in ensuring that they get the course creation part right, and then to hire third-party apps for the marketing part.

Thinkific Price

Although I’ve already spoken highly of Thinkific’s Free Plan, it’s still a limited plan and far less than Thinkific’s paid plans. It’s not like the rest of the competition.

Thinkific is a lower-cost option that allows you to create unlimited courses and enroll unlimited students. This is in line with their mission to be focused on the education part. Zippy Courses Pricing vs Thinkific

Thinkific is a great choice if you are looking for a cheaper plan with many content ideas that you believe will sell.

Aside from these plans, Thinkific also has a more advanced and bespoke plan called Thinkific plus. Thinkific Plus takes what you know of Thinkfiic and makes it a powerful, scalable, and easy-to-use learning platform.

Of course, it still maintains its dedication to course building, teachers, and students.

You will need to contact the sales team of Thinkific Plus to request this upgrade. They will help you to get the best out of your platform. Lastly, you will also discuss with them the total cost of this upgrade.

Each Thinkific Plus plan is unique, and as such, different Plus plans might more or less have different costs. This is one thing that is certain. Thinkific Plus will give you the features of the most expensive plan as well as these additional features:

• Unlimitted Products
• Unlimited Administrators
• 3+ Separate Thinkific sites
• Service Level Agreement 99.9%
• Dedicate Customer Success Team
• Multiple seats and Tiered pricing checkout
• Email white-labeling
• Only one sign on
• Bulk Selling App
• Enterprise API Access

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Thinkific Pros and Cons

Pros

• Thinkific’s free package is permanently free. It also is not just a glorified free trial. You can only take as many courses as you like.

• Thinkific doesn’t charge transaction fees for any sale. All earnings by content creators are theirs. These funds can be claimed and used by creators as soon as they are received in their accounts.

• When it comes to payment options, Thinkific can be flexible and has different payment options for different types of students and schools.

• Thinkific’s premium plans remove the restriction on the number of courses. In fact, users can create an unlimited number of courses and enroll an unlimited number of students in these courses.

• In terms of interface, Thinkific has one of the easiest to understand. The majority of options are logically placed and easy to find. This interface is easy to use for users just starting out.

• Thinkfic’s course creator is also easy to use. It also allows for many course materials, making it possible to have your course as exciting and engaging as possible.

• Thinkific gives you the option to offer incentives, such as leaderboards and awards, to motivate your students.

Cons

• Not everything in Thinkific’s tools are user friendly. Some would need guides and a bit of time to get used to.

• It is difficult to recommend Thinkifiic for those who are more interested in promoting the platform’s marketing capabilities. Their email marketing capability is quite basic, and you will need to depend on third-party integrations to have a better experience.

• Although Thinkific has one of the most intuitive user interfaces in the industry, it can sometimes look dated and the experience can sometimes be more confusing than you expected.

• There is a distinct lack of customization options within the platform. As such, it is not impossible to find other websites that may look the same as yours. Zippy Courses Pricing vs Thinkific

The Thinkific Summary

Thinkific is one of the best online course platforms in the market today. It is a great platform for beginners as well as those who are looking for more course-focused platforms. It is still competitive with other “advanced” and more feature-rich platforms, despite its shortcomings.

My opinion is that its greatest strength would be its commitment to providing the best course experience possible and a free plan. Thinkfiic already has a solution for this problem. Using local third-party integrations can remedy any problems you have with the platform.

You’re searching for an online course creation tool that creates courses from scratch. Thinkific is the best online course creation software.

Kajabi Versus Thinkific

Kajabi Overview

Kajabi is an open-source platform that allows you to run an online business. It is primarily focused on productivity and selling. It offers tools that simplify your operations.

Some of Kajabi’s highlights include automations, pipelines, email marketing, and a mobile app.

As for products, there is a lot you can sell through the platform. Apart from courses, there are many other options. You can also sell memberships, communities and podcasts.

Kajabi has many marketing features. It’s no surprise that they have sales funnels, email marketing, and automations. This allows Kajabi users to sell their products more easily.

As such, Kajabi is one of those rare products where the “all in one” platform fits. It’s a course-creation platform that offers more than just decent marketing features. It even has automation features that could help you focus more on marketing or creating than the menial tasks.

That said, not everything is good in Kajabi land. For starters, it has one of the more expensive platforms available in the market. Their lowest plan starts at $149 per month. What’s more, is that these are not unlimited plans. The lowest plan allows you to sell only 3 products.

Kajabi’s features are not as rich, particularly in the community engagement and gamification departments. So you might need some third-party integrations to address these issues.

Kajabi Features

Kajabi boasts about being one of the better platforms. Even more, they have one of the most expensive courses in the market. As such, it is only to be expected that the audience will have high expectations of the product. Zippy Courses Pricing vs Thinkific

Let’s now take a look at the Kajabi interface and see how great they are.

At first glance, Kajabi’s interface is pretty normal. It is neat, minimal, and feels very modern. The majority of features are accessible in just 3-4 clicks. The page also includes a search assistant that allows you to quickly locate the tools and features within the application.

Kajabi’s pages load quicker. It provides for a smoother experience and does not get in the way of your work.

Kajabi offers a variety of course creation options. Some samples include mini-courses, online courses, drip courses, or create one from scratch. You can choose among these types for whichever suits your needs. (i.e. long courses for long content, mini-courses for product launches).

For easier building experience, Kajabi provides blueprints which are akin to templates. These “skeletons” can be used as templates, so you don’t have to worry about adding content.

These courses could also be organized into subcategories, posts, and categories. It would be easy to organize your content in a neat and organized manner. They can be arranged according to their content and types. So you can text and slideshows in one area, audio and video to different areas.

Kajabi offers cloud storage via Dropbox and Google Drive, so you don’t have to worry.

Kajabi is a strong and comprehensive marketing tool.

Of course, it has the usual stuff of providing coupons in a flexible manner, which as we have established, is an old, tried and tested marketing strategy.

Kajabi offers a powerful email marketing platform that allows you to market via email. It is built on top of the platform and has many features. Email templates can be created for different functions.

Another conversion tool they possess are their pipelines, which can help you convert more customers and increase your sales. They are not that hard to use and even the platform has provided various templates that can easily be used by their customers.

Kajabi also has a dedicated affiliate program for users of a higher plan than the basic one. This feature makes the entire process extremely simple and easy. It also organizes affiliate links as well as affiliates into its own category which it makes easier to find and track down.

I would say that the biggest problem for Kajabi is its lack of integrated payment solution. Instead users will have to rely on the integration form other payment gateways such as Stripe, Paypal, BitPay, Authorize.net and others.

This is entirely disappointing given how robus their marketing tools are as well as how good their checkout is at doing things like upsells, bump offers, and downsells.

Overall, while its not perfect, Kajabi offers a lot of features that are both geared towards marketing as well as course creation. These features can be used by anyone who is serious about starting an online business.

Of course, potential users should be willing to pay for the steep price point to use these tools.

Kajabi price

It is undeniable that Kajabi is among the most expensive service when it comes to the course creation market. Their lowest plan starts at $149 per month and this plan doesn’t even include unlimited courses. Zippy Courses Pricing vs Thinkific

However, if you think that Kajabi’s steep price as well as its more advanced features like automation is something you really need, then of course, it is the customer’s choice at the end of the day.

Kajabi Pros and Cons

Pros

• Kajabi, as its name suggests, is an all-in-one content creation and marketing tool. It provides various tools to create courses, like a drip course or a mini-course, and combine them with different marketing automations to ensure they sell.

• Kajabi provides blueprints and templates to help you get started on your project.

• Kajabi allows you to sell other digital products like coaching, webinars, communities, podcasts, etc. It is also one of the best places to do so.

• Kajabi also includes an assessment function that allows students to grade their performance and monitor them. This feature is especially useful when used in conjunction with drip courses. Drip courses allow you to offer courses that are only accessible when the correct grades have been achieved.

• Kajabi’s accessibility is pretty good thanks to its mobile app, which students can use to access classes and lessons whenever and wherever they are. You can even set up notifications to receive alerts.

• Kajabi has a membership option that allows users create and sell membership options for their customers. This can be used to provide users with a way to sell extra and exclusive course content.

• Kajabi has an automation feature that can automate offers purchase, course or membership post-completion, assessment completion, and much more. To be more precise, users can use conditional filters.

• Kajabi’s marketing strategy is one of the most powerful among all the course-building and content platforms currently available.

• Kajabi’s Email Marketing is among the best in the industry. There are many email templates that you can use in various situations. Kajabi has the ability to automate email sequences using triggers or actions. Zippy Courses Pricing vs Thinkific

• Kajabi’s pipeline feature allows various OVO funnel templates to be available. The pipeline features automate the selling of the products and “funneling” your customers to where you want for better conversion rates.

Cons

• Kajabi’s pricing is not to be laughed at. It costs $149 per month, and you cannot create unlimited courses. It only offers 3 products as well as 3 pipelines

• Kajabi does not offer course completion certificates, something that some users want to receive as proof of going through the class

• Kajabi has no page templates for designing landing pages, thank you pages, checkout pages, forms, and other pages. This means that users will have to create all pages from scratch using the page builder. As such, it will be very difficult for new and non-tech users.

• Kajabi does not offer a guaranteed badge on the checkout page. A guarantee badge is a great tool to increase conversions. Guarantees assure buyers of a product’s quality.

• Kajabi has no local payment gateway. You must rely on Stripe and Paypal integrations to take payment from orders.

• Kajabi has some great features but it still lacks some key features, particularly in the community section. There are no gamification or community engagement features.

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Kajabi Summary

It is undeniable that Kajabi is a juggernaut of a platform regarding course creation and marketing. They have the most advanced tools for marketing alone.

They provide the best marketing experience. Users would love to have their pipeline and automation features if they want to convert at a high rate.

Kajabi has its faults, however. For one, it lacks features that help you connect with your students and customers. These features allow you to create a great community. Zippy Courses Pricing vs Thinkific

Kajabi can also be quite expensive. People might find it difficult to justify buying a plan which can only host 3 products when there are cheaper alternatives that offer unlimited products.

Overall, Kajabi has advanced marketing features and is a great creation platform. It is perfect if you are looking for a platform for its marketing features. It might be a bit expensive, but Kajabi’s features can be worth it.

Thinkific Versus Podia

Podia Overview

Another big name digital online content-selling platform is Podia. It is also an all-in-one platform that has powerful marketing features. Among the products you can sell on this platform are online courses, coaching, webinars, community, and many more.

Furthermore, Podia is one of the cheaper digital content-selling platforms in the market. It might even be one of the most affordable. It does take a portion of your profit when you sell. This might be their way to offset the high price of its powerful features.

At the end of the day, Podia is an excellent tool and platform, especially for those who are more focused on the business side, such as marketers, promoters, and the like.

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Podia Features

Podia offers a lot of features.

Podia’s interface is clean and minimalistic. It is designed to have all the other features accessible within 3 clicks. It is so easy that almost no learning curve is required to use Podia’s interface.

This makes the platform very beginner friendly. Accessing or reaching the information you desire or need is easy with no additional steps or terms. In fact, almost all of Podia’s functions can be accessed straight from the dashboard.

Podia allows you to upload files that will be used as building blocks for your lessons. A course can contain text, embeds and quizzes as well as coaching and files. With some imagination, you can create interesting lessons with the platform that is given to you.

Nevertheless, there are some areas where the course creator is lacking. Podia supports only a few lesson types, which is a major difference to other platforms. It does not provide a way to monitor student performance. Zippy Courses Pricing vs Thinkific

It also supports multiple platforms thanks to its powerful embed tool. Some of these websites include:

• Youtube, Vimeo and Dailymotion are video hosts.
• Podcast and music platforms like s Spotify, soundcloud and podbean
• Slideshow platforms like speaker deck, presentation, google slides, and slide share
• Social media sites such as Twitter, TikTok and Pinterest.
• Form Builder websites such as Google Forms, Typeform, and Paper Form
• Github and Codepen are two examples of coding websites.

Podia recently added the ability to issue certificates. This certificate feature can be viewed as an incentive/prize to complete your courses. However, Podia only has one type of certificate for now. Podia cannot customize or design your certificates.

In terms of marketing, Podia is focused on the bag. It has a lot of excellent features to enhance the effectiveness of your marketing. Tools like Pre-launch, upsells, and coupons make great strategies to promote your products.

This makes Podia an excellent choice for marketers looking to sell products on a smaller site.

Nevertheless, not all things are perfect. In this case, Podia’s weakness is its email marketing, which only provides the basics. It allows you to send broadcasts and email campaigns but lacks some features, such as split testing and personalization fields.

Also, those looking for automation features have lost their luck since Podia’s is not as advanced as some of theirs.

Podia offers a local payment gateway for payment processors. You will need to connect to your PayPal or bank accounts to pay processors. You can integrate with Stripe or PayPal for a simpler solution.

Your audience can use their credit cards at checkout. They usually take less than 2 days to process and are credited to your PayPal or bank account. Zippy Courses Pricing vs Thinkific

Podia Price

In terms of pricing, it is one of the cheapest there is in the market. The platform recently added a free plan. While this free plan does not offer much, it is still a good way to figure out how Podia works.

Podia Pros and Cons

Pros

• Podia’s strongest point is its clean and crisp UI/UX. It is very easy to use and has a non-existent learning curve. It is easy to set up for users of all tech levels.

• Podia has many functions and can become a one-stop shop for all your needs. You can sell various digital products such as courses, memberships, webinars, bundles, community, and other digital downloads.

• Podia also offers a free plan that allows you to sell unlimited products and courses. That means as long as you have the energy and the idea, you can create as many pages for your courses and products as you want.

• Podia also allows you to upload as many videos as possible for your content. This is thanks to the unlimited storage and bandwidth that the platform offers its users. This way, you don’t need to use Vimeo or Wistia.

• Podia has a built-in affiliate program for your audience that is only available for Shaker and Earthquaker plans.

• Despite providing only the most basic functions, the built-in email marketing tools are enough to support broadcasts and campaigns.

• Podia supports a prelaunch mode as one of its marketing features. It can create buzz around your products and get early email customer conversions. Zippy Courses Pricing vs Thinkific

• Podia does not charge any transaction fees for sales, except the free plan.

• Podia now offers a new feature that allows content creators the ability to give certificates, community, or quizzes. You can even create memberships in the community area.

Cons

• Their email marketing only provides the basic functions. Especially in its email composer, which lacks personalization fields. Aside from that, the tool lacks templates, drag and drop editor, and other features
• There is a noticeable lack of course-compliance features in the platform
• Podia does not offer many customization options. It lacks custom CSS/HTMl customizations. Expect to have generic-looking websites when using Podia.
• Podia does not have landing page builders and funnels. These are essential tools considering Podia’s focus in marketing.
• The free plan does not allow you to host more than one product. There is also an 8% transaction charge.
• There are no course blueprints available in Podia.
• Podia only supports a few lesson types. It lacks support for some types like Adobe Captivate, Articulate Storyline, and HTML 5 Content, among others.
• While it has pretty good marketing features, it still lacks some. These include cart abandonment, downsells and order bumps.
• Podia does not have a mobile app, which can limit its user base or access, given how much the world has depended on smartphones and tablets. Zippy Courses Pricing vs Thinkific

Podia Summary

Overall, Podia is a decent platform to host your content. Podia is a decent platform, especially considering the price.

Many might think that with Podia, you get what you pay for. It isn’t true. Podia is more than what you pay. With enough creativity and good ideas, you can create impressive courses and sell them at a good price.

Despite some of its limited capacity, it is still an all-in-one platform. It’s perfect for many people. It is ideal for content creators, marketers, teachers, and other people who target marketers. Podia will be able to serve their needs if they need to.

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Kartra Versus Thinkific

Kartra Overview

Kartra is a completely different product to the ones listed above. Kartra is completely different to the other products in this review.

We offer a platform that allows you to sell your products, instead of creating courses. Yep, it is a platform that goes all in on the marketing side.

In this vein, Kartra should not be treated as a separate website or your product’s website.

Instead, focus on the strengths of your site and sell products, memberships, and services.

Kartra can be used to create and sell digital and physical products. You can sell unlimited quantities of these products and many different types of products. It also allows you to choose from multiple pricing options, which will allow you to set a more flexible price.

Kartra Features

Since Kartra is a different beast altogether, we might focus on features not found in most course-building websites. In fact, there might not be a course-building site for Kartra.

As for the features, we already mentioned that Katra allows you to sell many products. Each account can sell an unlimited number of them and offer them at any price point.

Kartra’s focus is on lead conversion and marketing to maximize its users’ profits. As such, one of their main features is funnel building.

Funnels are a way for sellers to get their customers to buy their products. While Kartra does not refer to funnels as campaigns, They function similarly. Zippy Courses Pricing vs Thinkific

Kartra makes funnel construction simple. If you have previous experience in the field, you can create one yourself. Otherwise, you can have Katra do it for you through their plug-and-play campaigns that are from top industry experts.

For personally built campaigns, you can also choose to share them with other Kartra members. Your campaigns can be marketed and sold to make money.

Kartra handles all the payment and billing processes needed, so you can focus on better funnels as you gain experience.

Kartra also has page-building capabilities, and it is surprisingly powerful. Users can create product pages, checkout pages, and opt-in forms with these features. It even provides you with professionally designed templates to help you speed up the process or just start it out.

These pages can be optimized for mobile devices, tablets, and desktops. You can host these pages on your domain or on Katra itself.

That said, they are still limited in capacity and features to be considered a proper website. Kartra believes it, and they won’t let you host these pages on your domain.

Kartra’s marketing features should be considered the crown jewel. In terms of email marketing, it has all the stuff that a good email marketing feature has.

It can send broadcast messages by SMS or email. This will require integration with all available SMS gateways.

Kartra can also use automation to create email sequences. You can do this through its drag-and-drop visual sequence builder, and once done, and you can let it run on autopilot.

Behavior-based automation is another feature that makes the platform unique. This powerful tool allows you to send emails based on the recipient’s behavior. As such, when you are done setting up the hard work, you can just sit back and relax.

Kartra Price

Kartra’s pricing is high for a platform that focuses on lead conversions and marketing. However, depending on your needs, the price of Kartra’s plans may be worth it. Zippy Courses Pricing vs Thinkific

Kartra offers advanced features that aren’t available in other products.

Kartra Pros and Con

Pros

• You don’t need any external marketing integrations. Kartra has it all: built-in email marketing, automation, sequence builder, and other essential features needed to perfectly market your products
• Kartra has an automatic translation for its checkout pages. It is based on the user’s geographical location. In this vein, it also supports different currencies.
• Kartar allows you to drip content or vary access to different levels, if you have an existing membership site.
• There is A/B testing for your email content which can help you refine your automated email replies as you set them up.
• Kartra includes an agency feature that can hold multiple client accounts. This allows you to manage different websites in just a single dashboard.

Cons

• Some people might think Kartra’s price point is pretty expensive for what they are offering
• There are no plans that offer unlimited integrations
• Kartra’s interface can be slow and frustrating at times. Zippy Courses Pricing vs Thinkific
• Even Kartra’s pages can load slow
• The number of features can be very difficult for beginners to get used to.

Kartra Summary

Kartra is an all-in-one marketing and sales platform that’s powerful.

There are many tools and features available that will allow you to create engaging and compelling promotions and products.

That said, it isn’t a course builder and definitely not a website builder. Kartra should be used in conjunction with a professional website page maker. Kartra is quite expensive for the features it offers. This can be difficult to swallow.

But, it’s possible to get more for your money if you decide to take the plunge.

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Overall, Verdict Zippy Courses Pricing vs Thinkific

Course builder websites are pretty useful when joining the industry.

As with most markets and industries, there will be a lot of platforms that will offer the service that you need. For course building and selling, there are Thinkific, Podia and Kajabi (and a bit of Kartra), as well as other platforms.

In a market-like course building, these platforms will offer almost identical services. They will have very few differences. Of course, some might excel in one aspect or another.

The key to finding which product you should use is to decide on the direction of what you want to do. And find the platform that is best aligned with that. You will likely find their features most helpful to you.