From Scrappy Startup to Global Learning Powerhouse: The Preply Playbook

In partnership with

On a mission to make quality learning accessible from anywhere, Preply began as a modest startup in 2012 with a bold vision — to connect language learners with personal tutors globally. In less than a decade, this Ukrainian-founded brand transformed into one of the leading EdTech platforms, backed by smart strategy, relentless SEO, and a crystal-clear user mission.

This edition of Startup Stoic breaks down how Preply became a global player and what your startup can learn from their rise.

A Quick Look at Preply’s Origins

Founded in Kyiv, Ukraine, by Kirill Bigai, Dmytro Voloshyn, and Serge Lukyanov, Preply started as a simple tutor-learner matching platform. Their early belief: that one-on-one tutoring can outperform traditional classroom methods — especially in language learning.

While 2013-2016 was focused on tech development and validation, it wasn’t until 2017-2020 that Preply started showing up on the global map. Here’s how:

The Growth Curve: From Local to Global

1. Aggressive SEO Strategy

   • Preply didn't chase expensive ads early. Instead, they built thousands of SEO-optimized landing pages for tutor listings, subject-specific queries, and language-specific needs.

   • By targeting "tutors for [language] near me" style keywords across hundreds of locations, they scaled organically and globally.

2. Tutor-Centric Marketplace Model

   • Preply allowed tutors to set their own rates, which created natural pricing flexibility — appealing to a broad range of users.

   • It also attracted thousands of global tutors, making the platform diverse and self-sustaining.

3. Localized Experience

   • They didn’t offer just an English-first experience. Preply customized the UX, language, and even payment options based on geography, making it ideal for non-English speaking markets.

4. Smart Use of Data and Google Tools

   • According to Think with Google, Preply used Google Analytics and Firebase to segment users by acquisition source, device, and geography.

   • This allowed them to prioritize features that actually converted — like better search filters, time zone synchronization, and native calendar integrations.

5. Pivot from Leads to Learning

   • Initially a lead-generation tool for tutors, Preply later transitioned into a learning experience platform.

   • They introduced structured curricula, learning goals, progress tracking, and group classes — evolving from a directory into a sticky platform.

What Sets Preply Apart from Competitors

Key Takeaways for Startups

1. Nail Your SEO from Day One
   Preply’s multi-language, long-tail keyword strategy proved more valuable long-term than paid ads. Start lean, grow evergreen.

2. Focus on Retention Over Acquisition
   Transitioning from a listing site to a learning experience turned one-time users into lifetime learners. Retention builds valuation.

3. Build for a Global Market
   Even with local beginnings, design your product and content to scale internationally. Preply launched with localization in mind.

4. Leverage User-Generated Supply
   Letting tutors set their rates and build profiles created a self-growing content engine — crucial for SEO and user variety.

5. Evolve With Your Users
   Don’t be afraid to pivot. Preply shifted from a directory to a full learning ecosystem based on user behavior and feedback.

Final Thoughts

Preply’s journey proves that growth doesn’t always mean splashy campaigns or massive funding (though they eventually raised over $100M). With focused SEO, strong user empathy, and iterative product thinking, a startup from Eastern Europe built a global brand that’s now reshaping education.

Whether you're bootstrapped or venture-backed, the lessons from Preply apply: solve a real problem, go deep on distribution, and evolve boldly.

Startup News and Updates

• Sequoia and Spark Capital have contributed $34 million to Nuvo, a B2B commerce network. Link

• Why delayed IPOs will become commonplace and the growth of retail investors in secondary markets. Link

• Gruve.ai is upending a decades-old industry by promising software-like margins for AI tech consultancy. Link

Until next time,
– Team Startup Stoic