HowToo
HowToo is a Sydney-based B2B SaaS company providing an AI-powered digital learning authoring and academy platform that enables organizations to create, deliver, and track customer, partner, and internal training without specialist instructional design expertise. It serves technology companies, enterprises, government, and education clients across Australia, the US, and Europe.
- Company typePrivate
- Founded2019
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What HowToo does
HowToo is an Australian B2B SaaS company that provides an AI-powered digital learning authoring and academy platform, headquartered in Sydney with operations spanning Australia, the United States, and Europe. The platform enables organizations — primarily technology companies and enterprises with complex education needs — to create, deliver, and track customer, partner, and internal training without requiring specialist instructional design expertise. Core technology is built on AWS Australia infrastructure and includes a proprietary AI Create feature that transforms raw content into structured, storytelling-driven learning experiences, claimed to be 10x faster than traditional authoring, alongside AI-powered search, match, and content review capabilities. The platform carries ISO 27001:2022 certification and built-in WCAG 2.2 AA accessibility compliance, both significant for regulated-industry and government procurement.
The product is delivered through three subscription tiers — Basic ($100 USD per Creator Seat per month), Teams ($90, including Learning Academy and three seats), and Pro ($80, including five seats, custom branding, SSO, and login integrations) — with additional revenue from a Monthly Active Learner usage-based overage model, the Xpert professional services offering for end-to-end program design, the Ready-To-Go pre-built course library, and a tiered Ambassador referral program offering 5–15% commission. Native integrations include the HubSpot App Marketplace listing for bi-directional CRM sync, plus xAPI/SCORM exports for interoperability with external LMS systems. The company sells via a hybrid go-to-market motion combining self-serve signup for the Basic plan, demo-led enterprise field sales for larger accounts, channel partners via the ambassador program, and event-driven demand generation through webinars.
Customer concentration is broad across industries including banking (Westpac, Avenue Bank), healthcare (PainChek, HCF), government (Sydney Water, SIRA, Campbelltown City Council, Service NSW), infrastructure (Transurban), education (UTS, USYD, Kaplan, Monash), and technology (EventsAir, CyberCX, Go1). Notable outcomes include 1.1M+ learners reached through The Smith Family, 2,200+ enrollments via EventsAir Academy, and over 1,000 clients trained through PainChek. The company has raised approximately $4.2M–$5.7M in total funding across rounds from 2019 to 2022, led by Moelis Australia and Access Capital Ventures with co-investment from Jelix Ventures and ALIAVIA Ventures, and has won over 70 industry awards including Brandon Hall Gold, Telstra Best of Business, and LearnX Platinum.
HowToo firmographics
Firmographics- Name
- HowToo
- Legal name
- HowToo Learn Pty Ltd
- Website
- https://howtoo.co
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HowToo is a Sydney-based B2B SaaS company providing an AI-powered digital learning authoring and academy platform that enables organizations to create, deliver, and track customer, partner, and internal training without specialist instructional design expertise. It serves technology companies, enterprises, government, and education clients across Australia, the US, and Europe.
- Ownership category
- akta.pro rank
HowToo industry classification
Industry- Product category
- Digital Learning Authoring and Academy Platform
- NAICS
- Software Publishers (5132), Educational Support Services (61171), Professional and Management Development Training (611430)
- SIC
- Services-Prepackaged Software (7372), Services-Educational Services (8200)
- akta.pro primary industry
- LMS Integrations, Interoperability & Identity (LTI/SCORM/xAPI, SSO, APIs) (EDAFAAAI)
- akta.pro secondary industries
- Assessment & Quiz Item Authoring Tools (within course builders) (EDAFAHAG), Corporate Training Course Marketplaces (B2B Content Libraries) (EDAFAIAH), Learning Data Infrastructure & Interoperability (LRS, xAPI/LTI/OneRoster, Data Pipelines) (EDAFAFAJ)
Keywords
Where HowToo is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
HowToo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Subscription (Creator Base + Learner Tier): Core SaaS revenue from tiered subscription plans (Basic, Teams, Pro) with Creator Seat-based pricing and Monthly Active Learner (MAL) tier-based overage charges. Plans auto-renew annually or monthly. Customers can upgrade/downgrade; overages billed at the higher tier rate.
- Xpert Professional Services: End-to-end program design and build services delivered by HowToo's team of experts. Finished projects are delivered directly to the customer's HowToo account. Add-on to any subscription package.
- Ambassador Referral Program: Brand ambassador program earning 5-15% commission (kickback) on first-year subscription value of referred sales, plus subscription discounts (50% after 5 referrals, 100% after 10). Bronze/Silver/Gold tiered structure.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic — eLearning authoring tool for individuals |
| Subscription | Monthly | Teams — all-in-one online training platform for teams |
| Subscription | Monthly | Pro — all-in-one platform for organisations with custom branding and built-in Academy |
| Usage-based | Monthly | Monthly Active Learner (MAL) Usage Overage |
| Other | Multi-year contract | Xpert Add-On (Professional Services) |
| Subscription | Monthly | Ready-to-Go Library Add-On |
Go-to-market motion5 records
Distribution channels4 records
Marketing channels9 records
HowToo product offering
Product offeringCore offering
HowToo is a B2B SaaS digital learning authoring and academy platform that enables organizations to create, deliver, and track customer, partner, and internal training courses. It combines an AI-powered course authoring tool (AI Create) with a built-in branded Learning Academy, native HubSpot CRM integration, and xAPI/SCORM export compatibility. The platform is sold through tiered subscriptions (Basic, Teams, Pro) with Creator Seat pricing and Monthly Active Learner usage-based overage, complemented by Xpert professional services and a Ready-To-Go pre-built course library.
Product overview
HowToo is a B2B SaaS company offering an AI-powered digital learning platform with three subscription tiers (Basic, Teams, and Pro) that includes a Creator authoring component for building courses and a Learning Academy for learner delivery. The platform provides AI-powered content creation tools, analytics and reporting, and native integrations including HubSpot CRM. Additional offerings include Ready-To-Go pre-built lessons and Xpert professional services for custom program design. The platform supports course distribution via xAPI and SCORM exports for LMS integration, and SSO authentication for enterprise security.
Differentiator
Problem solved
Functional benefit
Brands
- HowToo Pro: Professional branded digital learning platform for organizations requiring custom branding and in-built Academy features.
- HowToo Teams
- HowToo Basic
- Xpert
- HowToo Learn Academy
Products and services
- HowToo Platform AI-powered SaaS digital learning authoring and academy platform sold in three subscription tiers (Basic, Teams, Pro) that enables organisations to create, deliver, and track customer, partner, and internal training courses. Includes AI Create, Learning Academy, Analytics & Reporting, xAPI/SCORM exports, SSO, and HubSpot CRM integration. Targeted at enterprises, mid-market organisations, government, universities, and L&D teams.
- Xpert Professional Services
Quantifiable outcome
- Ignoring customer education can increase churn rate by 23%
- +5 more outcomes
Companies that use HowToo
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles1 record
HowToo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability7 records
Feature8 records
HowToo partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- HubSpotcoreHowToo's Customer & Partner Education Academy listed in the HubSpot App Marketplace. Native integration connects directly to HubSpot's CRM, enabling revenue, customer success, and partner teams to automate onboarding, enablement, and product adoption using live CRM data. Learning journeys sync with contacts, companies, course objects, and deals, with engagement and completions flowing back into HubSpot for segmentation, reporting, and revenue attribution.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
HowToo competitors and assessment
Company assessmentDirect peers
- Docebo: Docebo is an AI-powered enterprise LMS/LXP with built-in authoring and a content marketplace. It competes with HowToo's Learning Academy + AI Create combination in the enterprise learning platform category.
- Adobe Captivate: Adobe Captivate is a long-standing desktop and web authoring tool used in corporate eLearning. Competes with HowToo on authoring depth but lacks HowToo's AI-native authoring and bundled Academy.
- iSpring: iSpring offers an authoring suite (iSpring Suite) plus iSpring Learn LMS, directly overlapping HowToo's authoring + Academy bundle. Targets the same mid-market and enterprise L&D buyer with SCORM/xAPI output.
- TalentLMS: TalentLMS is a cloud LMS with built-in course authoring, targeting SMB and mid-market training programs. Closely comparable to HowToo's bundled authoring + Academy + tiered subscription approach.
- Elucidat: Elucidat is a cloud-based collaborative eLearning authoring platform aimed at enterprise L&D teams. Comparable to HowToo's emphasis on non-technical authors, scale, and brand-customizable output.
- LearnDash: LearnDash is a WordPress-based LMS widely used by creators, SMEs, and training businesses. Overlaps with HowToo's freelancer/agency segment and corporate training creators who want to monetize courses.
- Articulate: Articulate is the leading eLearning authoring tool (Storyline + Rise) used by course creators globally. It is the most direct competitor to HowToo's AI Create authoring workflow and shares the same L&D/creator buyer.
Regional players
- Go1: Go1 is an Australia-headquartered enterprise learning content aggregator with a global content library. Listed as a HowToo customer logo and competes in the same ANZ enterprise learning ecosystem.
Emerging players
- 360Learning: 360Learning is a collaborative learning platform with AI-assisted authoring that enables SMEs to create courses directly. Closely comparable to HowToo's AI Create + non-technical-author positioning.
- Sana: Sana is an AI-native learning and knowledge platform that automates course creation from source content. Targets the same AI-first authoring and enterprise learning use cases as HowToo.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
HowToo social profiles
Digital presenceHowToo compliance and trust
Trust signalCompliance2 records
HowToo financial estimates
Financial estimateRevenue estimate
Valuation estimate
HowToo leadership team
Management profileNumber of profiles
Profiles11 records
HowToo funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HowToo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HowToo
What does HowToo do?
HowToo is a B2B SaaS digital learning authoring and academy platform that enables organizations to create, deliver, and track customer, partner, and internal training courses. It combines an AI-powered course authoring tool (AI Create) with a built-in branded Learning Academy, native HubSpot CRM integration, and xAPI/SCORM export compatibility. The platform is sold through tiered subscriptions (Basic, Teams, Pro) with Creator Seat pricing and Monthly Active Learner usage-based overage, complemented by Xpert professional services and a Ready-To-Go pre-built course library.
Is HowToo a public or private company?
HowToo is a private company. It is classified as venture growth investor backed and is currently operating.
When was HowToo founded?
HowToo was founded in 2019. It employs 11 to 50 people.
Where is HowToo based?
HowToo is headquartered in Sydney, Australia, in the Oceania region.
How does HowToo make money?
Three revenue lines are on record. SaaS Subscription (Creator Base + Learner Tier) is the primary driver. The others are xpert Professional Services and ambassador Referral Program.
Who are HowToo's main competitors?
Direct peers on record are Docebo, Adobe Captivate, iSpring, TalentLMS, Elucidat, LearnDash and Articulate. Go1 is listed as a regional player. Emerging players are 360Learning and Sana.
Does HowToo have an API?
Yes. HowToo's product provides API for other products to use and integrate with. The platform offers API endpoints and webhooks for integrations, as evidenced by the EventsAir integration case study which utilized HowToo's robust API endpoints and webhooks to create seamless data sharing and integration with EventsAir's platform. Users or organizations can choose to use this API integration capability.
What industry is HowToo in?
HowToo's product category is Digital Learning Authoring and Academy Platform. Its primary akta.pro industry code is EDAFAAAI, LMS Integrations, Interoperability & Identity (LTI/SCORM/xAPI, SSO, APIs), with a secondary code of EDAFAHAG, Assessment & Quiz Item Authoring Tools (within course builders). Its NAICS code is 5132 and its SIC code is 7372.