Duolingo
Duolingo (NASDAQ: DUOL) is a mobile-first, gamified language learning platform offering ~98 courses across nearly 40 languages to global consumer learners via a freemium model, with AI-powered Max and Super subscription tiers and the Duolingo English Test certification product.
- Company typePublic
- Founded2011
- HeadquartersPittsburgh, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingSoftware
What Duolingo does
Duolingo is a publicly traded (NASDAQ: DUOL) mobile-first language learning platform founded in 2011 and headquartered in Pittsburgh, Pennsylvania. The company offers approximately 98 courses across nearly 40 languages, structured as bite-sized gamified lessons accessible via iOS, Android, and web. Its core technology stack combines gamification mechanics (streaks, XP, leagues, leaderboards) with AI-powered personalization that adapts lesson sequencing and difficulty to individual learner behavior, supported by recommendation engines and a recommendation-driven adaptive curriculum. The platform serves primarily individual consumer learners through a freemium model: a free tier with five daily hearts and advertising converts users into paid subscription tiers (Super Duolingo at ~$12.99/month and Duolingo Max, the GPT-4-powered AI tutoring tier launched March 2023). Beyond the consumer app, Duolingo operates the Duolingo English Test — an AI-proctored online English proficiency certification accepted by universities and institutions — and has expanded into adjacent subjects including Duolingo Math.
Duolingo's go-to-market is product-led growth anchored by viral organic social media, particularly the Duo the owl mascot on TikTok (17M followers) and Instagram (4.8M), a 1.7M-follower Brazilian WhatsApp channel, and a growing creator/influencer partnership strategy. The company has made two acquisitions: Detroit-based animation studio Gunner (October 2022, ~15 staff) and Hobbes (July 2024, undisclosed terms). Luis von Ahn remains CEO with Severin Hacker as CTO and Gillian Munson as CFO. As of Q1 2026, Duolingo reported 56.5 million daily active users (+21% YoY), 12.5 million paid subscribers (+21% YoY), and quarterly revenue of $292 million. In 2026 the company announced a strategic pivot prioritizing user growth over near-term monetization, targeting 100 million DAU by 2028 alongside expansion into new subject verticals (math, music, chess) and continued AI capability investment.
Duolingo firmographics
Firmographics- Name
- Duolingo
- Legal name
- Duolingo Inc.
- Website
- https://www.duolingo.com
- Company type
- Public
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Duolingo (NASDAQ: DUOL) is a mobile-first, gamified language learning platform offering ~98 courses across nearly 40 languages to global consumer learners via a freemium model, with AI-powered Max and Super subscription tiers and the Duolingo English Test certification product.
- Ownership category
- akta.pro rank
Duolingo industry classification
Industry- Product category
- Online Language Learning
- NAICS
- Language Schools (61163), Educational Support Services (61171), Language Schools (611630)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Language Learning Apps & Self-Study Platforms (EDAFAOAA)
- akta.pro secondary industries
- AI-Powered Language Tutors, Chatbots & Speaking Practice Tools (EDAFAOAC), Pronunciation, Speech Recognition & Accent Training Tools (EDAFAOAG)
Keywords
Where Duolingo is headquartered
LocationHeadquarters
- HQ city
- Pittsburgh
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Duolingo business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription (Super Duolingo / Max): Paid subscription tiers (Super Duolingo and Max) offering ad-free experience, offline downloads, unlimited hearts, and AI-powered features. The primary revenue driver.
- Freemium Conversion: Free tier with limited features (5 hearts, ads) converts users to paid subscriptions. Core acquisition funnel.
- Advertising: Ad-supported free tier generates advertising revenue from the large free user base.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Duolingo Super (core subscription) |
| Subscription | Monthly | Duolingo Max (AI-enhanced tier) |
| Freemium | Pay-as-you-go | Free Tier (Freemium base) |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Duolingo product offering
Product offeringCore offering
Duolingo operates a mobile-first language learning platform delivering gamified, bite-sized lessons across nearly 40 distinct languages via free and paid subscription tiers. The company also offers the Duolingo English Test, an AI-proctored online English proficiency certification accepted by institutions worldwide, and Duolingo Math, extending its gamified lesson model into adjacent subjects.
Product overview
Duolingo operates as a platform offering multiple educational products across language learning and adjacent subjects. The core Duolingo app provides gamified language lessons across 40+ languages, supplemented by premium tiers (Super Duolingo and Duolingo Max) that add AI-powered features like Explain My Answer and Roleplay. The company has expanded beyond language into math education via Duolingo Math, and offers the Duolingo English Test as a certified proficiency assessment. Key AI features include Video Call for speaking practice and Roleplay for conversational training, all built on GPT-4 technology for the Max tier.
Differentiator
Problem solved
Functional benefit
Brands
- Duolingo Max: AI-supported language learning platform offering personalized tutoring and interactive conversation practice with real-time feedback, launched March 2023
Products and services
- Duolingo Language Learning App The flagship Duolingo app offers gamified lessons in nearly 40 languages for individual learners on iOS, Android, and web, with adaptive curriculum, immediate grading, streaks, and leaderboards.
- Super Duolingo Subscription tier unlocking ad-free learning, offline access, unlimited hearts, monthly Family Quest, and other learner conveniences for individual consumers.
- Duolingo Max Premium AI-powered subscription tier offering Explain My Answer grammar feedback, AI Roleplay conversation practice, and Video Call speaking practice with real-time pronunciation feedback, targeted at language learners seeking personalized AI tutoring.
- Duolingo English Test Online, remotely proctored English proficiency test accepted by universities and institutions for admissions, visa applications, and career certification, featuring AI-powered automated scoring.
- Duolingo Math
Quantifiable outcome
- 34 hours of Duolingo learning is equivalent to one university semester of language instruction
- +3 more outcomes
Companies that use Duolingo
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Duolingo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability8 records
Feature5 records
Duolingo partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- DJ John SummitminorA marketing and brand amplification partnership through Later's social media platform. The collaboration evolved organically from a direct message and took approximately two years to develop. DJ John Summit is an electronic music DJ/producer whose partnership with Duolingo generates cultural content and brand exposure among his audience.
- StrellaminorStrella is a customer research platform that counts Duolingo among its major customers. This indicates Duolingo uses Strella's platform to conduct customer research and gain insights into its user base, rather than a co-marketing or product integration partnership.
- Tinder ConnectminorTinder Connect partnerships with Duolingo, indicating a cross-platform brand or feature integration, likely co-marketing or promotional in nature, connecting language learning with the dating/social space.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Duolingo competitors and assessment
Company assessmentEmerging players
- Quizlet: Quizlet is a consumer study and memorization platform that includes vocabulary/language learning features. It overlaps with Duolingo on casual self-study learners and has added AI tutoring features that intersect with Max-style offerings.
- Speak: Speak is an AI-driven English-speaking tutor focused on Asian markets, leveraging conversational AI similar to Duolingo Max's Roleplay/Video Call. It represents the AI-native challenger segment that competes with Duolingo on speaking practice specifically.
- Cambly: Cambly connects English learners with human tutors for 1:1 conversation practice via video. It competes with Duolingo's Video Call AI feature for learners prioritizing real speaking practice and conversational fluency.
Direct peers
- Babbel: Babbel is a subscription-based language learning platform offering 14+ languages with structured curriculum. It is Duolingo's most direct paid-tier competitor and competes head-to-head for serious adult language learners globally.
- Rosetta Stone: Rosetta Stone is a long-standing language learning brand offering subscription and lifetime-access plans across 20+ languages. It competes with Duolingo for serious self-learners and has a stronger enterprise/government channel presence.
- Memrise: Memrise is a freemium language learning app using spaced repetition and video clips of native speakers. It targets a similar casual-to-serious learner base and competes for share of mobile language learning time.
- Busuu: Busuu is a subscription language learning platform with community-based features and McGraw-Hill partnership for formal credentials. It overlaps directly with Duolingo's premium subscription offering and serves similar learner segments.
Broad incumbents
- Khan Academy: Khan Academy is a large-scale free education platform expanding into AI tutoring (Khanmigo). It overlaps with Duolingo Math on free math learning and represents a broader free-Education-with-AI competitive model.
- Coursera: Coursera is a major online learning marketplace offering university courses, including language specializations. It overlaps with Duolingo on adult professional learners seeking structured, often credentialed language education.
- EF Education First: EF is a global education company offering language immersion schools, online courses (EF Hello), and corporate training. It competes with Duolingo across the language learning spectrum with stronger enterprise and physical-presence offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Duolingo social profiles
Digital presenceDuolingo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Duolingo leadership team
Management profileNumber of profiles
Profiles7 records
Duolingo subsidiaries and ownership
Company hierarchySubsidiaries1 record
Duolingo funding detail
Funding detailFunding overview
Funding rounds8 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Duolingo M&A and investment
M&A and investmentM&A3 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Duolingo
What does Duolingo do?
Duolingo operates a mobile-first language learning platform delivering gamified, bite-sized lessons across nearly 40 distinct languages via free and paid subscription tiers. The company also offers the Duolingo English Test, an AI-proctored online English proficiency certification accepted by institutions worldwide, and Duolingo Math, extending its gamified lesson model into adjacent subjects.
Is Duolingo a public or private company?
Duolingo is a public company. It is classified as public and is currently operating.
When was Duolingo founded?
Duolingo was founded in 2011. It employs 501 to 1,000 people.
Where is Duolingo based?
Duolingo is headquartered in Pittsburgh, United States, in the North America region.
How does Duolingo make money?
Three revenue lines are on record. Subscription (Super Duolingo / Max) is the primary driver. The others are freemium Conversion and advertising.
Who are Duolingo's main competitors?
Emerging players on record are Quizlet, Speak and Cambly. Direct peers are Babbel, Rosetta Stone, Memrise and Busuu. Broad incumbents are Khan Academy, Coursera and EF Education First.
Does Duolingo have an API?
No public API is recorded for Duolingo.
What industry is Duolingo in?
Duolingo's product category is Online Language Learning. Its primary akta.pro industry code is EDAFAOAA, Language Learning Apps & Self-Study Platforms, with a secondary code of EDAFAOAC, AI-Powered Language Tutors, Chatbots & Speaking Practice Tools. Its NAICS code is 61163 and its SIC code is 8200.