Knowable Shifts to $9.99 Monthly Subscription | Audio Learning

Knowable, the audio learning startup supported by Andreessen Horowitz, is evolving its business strategy.

Upon its initial launch last year, the company utilized a pay-per-class system. Beginning today, it is transitioning to a complete subscription model, offering listeners unlimited access to the Knowable content library for an annual fee of $50 or a monthly rate of $9.99.

“This change aligns us more closely with our goal of facilitating daily, practical learning,” explained co-founder and CEO Warren Shaeffer. He further clarified that the subscription format is intended to cultivate a consistent learning routine, moving away from isolated learning events.

The company has already observed a 24% rate of customers purchasing multiple courses, indicating a desire for continued learning. Furthermore, this new model will enable Knowable to explore different content types, including shorter, more concise lessons. This approach mirrors the subscription models adopted by MasterClass and similar platforms offering video-based instruction.

Shaeffer explained that he and co-founder Alex Benzer both recognize the transformative power of excellent teaching. However, they also acknowledged the limitations of time, finding it difficult to dedicate hours to watching videos.

“Currently, most [online learning platforms] operate under the assumption that structured learning requires prolonged screen time,” Shaeffer stated.

Recognizing the popularity of podcasts as a learning resource, the founders developed Knowable to provide a convenient way to utilize time, such as during walks, for engaging with enriching content, as Benzer described it, instead of passively consuming less substantial material like true-crime podcasts.

“Both Warren and I are enthusiastic about empowering individuals to reduce unproductive screen time and instead focus on building optimism and self-assurance through independent learning,” he added.

The course offerings encompass a range of topics, including entrepreneurship with Alexis Ohanian, healthy eating with Mark Bittman, and instruction on effective public speaking from various experts.

Shaeffer noted that the Knowable library currently features 100 hours of educational material. Approximately half of this content is comprised of Knowable Originals, produced by the company’s internal team, currently headed by Amy O’Leary, a former producer for “This American Life.” The remaining content originates from a new, curated marketplace open to course submissions from anyone.

The content is designed to be “audio-first,” meaning while the primary delivery method is audio, supplementary materials such as quizzes and workbooks are also provided.

“We believe audio is an excellent medium for inspiration,” he said. Consequently, Knowable has concentrated on “soft skills” within areas like professional growth, personal development, and wellness.

However, he also suggested that the idea that audio cannot effectively convey more technical “hard skills” is a misconception: “For example, if someone is interested in becoming a programmer, we envision a course that provides an overview of available learning pathways, serving as a starting point for more in-depth study.”