FutureLearn Unlimited enables learners to pay for and access multiple short courses for a single annual purchase.
Our goal is to incentivise and encourage learners to take more courses with FutureLearn by offering a this model.
FutureLearn Unlimited is designed to encourage repeat learning on FutureLearn.
Our goal is to introduce a paid-for offer that provides more value to learners, encourages loyalty and enables us to increase the amount of revenue we share with our partners.
Why FutureLearn Unlimited?
In October 2018 we surveyed over 3,000 learners from a range of countries (inc. UK, US, Europe, Egypt, India & Nigeria) to find out about learner’s aspirations and what they value most from our short courses.
This survey highlighted that learners intend to do multiple courses each year:
- Over 70% of respondents said that they think they will start three or more short online courses in the next year
- 47% of these said they would start three to five courses.
The gap between learner aspirations and reality provides an opportunity for us to encourage those who are currently making one or two purchases to purchase a higher value product and to deliver value to those learners who are already making multiple purchases.
Learners value access to course content and are familiar with subscription services
FutureLearn get a steady stream of learner suggestions specifically asking for a subscription offer when we run research, user testing and via our community team.
“Could I suggest you rethink your ‘free access’ fees to a one off yearly $100 – $200 or something like that? I can’t justify spending that sort of money on all the courses I’m interested in.“
Learner via community Zendesk, September 2018
“Would you not consider making ALL the courses available for say an annual fee? This is a similar method as LInkedIn’s ‘Lynda.com’. I do pay an annual fee, even though I don’t use it to the full at all, but I have the security (psychological or otherwise), that I can have access whenever I want.”
Learner via community Zendesk, April 2018
The Unlimited Model
For a one-off annual payment a learner gets:
- Access to all upgradable open courses
- Access to courses they’ve enrolled on beyond the end of the course run for their payment period
- Access to tests
- A digital certificate when eligible (90% completion, plus an overall score at least 70% on scored courses)
Access for as long as the course exists on FutureLearn for all course runs where they’ve reached eligibility for a certificate (90% completion plus, for scored courses, an overall score of at least 70%) within the year or the length of their payment.
When a learner’s payment period ends, their access to course content and upgrade benefits such as tests will expire on all course runs where they have not earned a certificate. This means that if they have not earned a certificate on a course when their payment period ends their access will revert to the access of a free learner on the platform. If a learner has earned a certificate on a course they will retain access to that digital certificate as well as access to the course content, as they would on the upgrade model.
Inclusions in Unlimited
After consulting a number of our most active partners we include all upgrade courses in programs in Unlimited. For programs with an assessment, the assessment will not be included. We believe this will help to incentivise program completion and ensure Unlimited is a compelling offer.
- To exclude short courses that are part of programs from the Unlimited offer would reduce the appeal of Unlimited
- We believe that we can increase completion rates of programs by offering a subscription model that encourages participation
- We propose mitigating any concerns about the overall package price by reviewing the price of the final assessments if a partner wishes to
- We expect the majority of for-credit programs to migrate to our proposed new micro credential, which will align more closely with our degrees, offering less free access and a different commercial model
Exclusions from Unlimited
In addition to program assessments there are some other exclusions from Unlimited.
- Premium courses – these are courses that learners have to pay for, and they’re designed for smaller, more specialist cohorts and typically offered at higher price points than our upgrade courses
- Degrees – the Unlimited offer would include the open taster courses of degrees but would not give any access to any of the paid-for content that is for degree cohorts only
- Invite only courses – these courses will not be included in Unlimited
For full information on Unlimited and revenue share please contact your partnership manager.
If would like to learn more about the Unlimited revenue model contact firstname.lastname@example.org.