JayJay

What JayJay does

JayJay (operating as PT Jay Jay Edukasi) is an Indonesian online creative education platform founded in 2021 by Ukrainian entrepreneur Vitaliy Syomka and headquartered in Jakarta. The company offers 27 BNSP-certified professional courses spanning five categories — Design, Game Art, Marketing, Management, and Programming — delivered through a self-serve online learning management system that combines pre-recorded video lessons, live mentor sessions, a student community platform, and WhatsApp-based learner support. The curriculum is positioned as a hybrid of European education standards and instruction from Indonesian working professionals, with a portfolio-centric learning path designed to produce job-ready creative outputs and, where eligible, nationally recognized BNSP professional certifications.

The platform serves two customer segments: aspiring creative professionals and career switchers seeking portfolio-building instruction and employment outcomes (primary, individual/SMB), and Indonesian enterprises purchasing "B2B For Teams" packages for employee upskilling (secondary, enterprise). Distribution is direct-to-consumer via jayjay.co with self-serve checkout, supported by organic channels including SEO, an industry blog, social media presence on Instagram, TikTok, and YouTube, and alumni word-of-mouth from a community of 8,000+ trained students. Regulatory positioning includes KOMDIGI and Kemendikbudristek licensing (2022–2026) and BNSP certification authority recognition.

The revenue model blends per-unit mini course sales (Rp 599K–Rp 1,500K / approximately $40–$100), subscription-style full curriculum access (pricing undisclosed), and per-seat B2B corporate contracts (pricing undisclosed). JayJay has been profitable for two consecutive years and reports 40–50% YoY growth, reaching top-10 Indonesian EdTech platform status by traffic and #1 in Indonesia for digital creative courses by Similarweb traffic ranking (2024–2026). The company has been recognized in the HolonIQ Southeast Asia EdTech TOP 50 for three consecutive years (2023–2025) and won the AWS Startup Competition in September 2022.

Name

JayJay

Legal name

PT Jay Jay Edukasi

Website

https://jayjay.co

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

51–100 employees

Short description

JayJay is an Indonesian online creative school offering 27 BNSP-certified courses across design, game art, marketing, management, and programming. Since 2021, it has trained over 8,000 students via a self-serve platform combining European curriculum with Indonesian industry expertise.

Ownership category

akta.pro rank

Product category

Online Creative Education

NAICS

Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114), Computer Training (611420)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Corporate Learning & Training Content Development (EDAGAKAC)

Keywords

• Online creative education
• Digital skills training
• Creative professional courses
• Portfolio-based learning
• Certified e-learning platform

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Course Sales (One-Time Purchase): Individual students purchase specific courses or mini-courses on a one-time payment basis. Courses are consumed via the online platform with lifetime or fixed-period access. This is the primary revenue stream, with mini courses ranging from Rp 599,000 to Rp 1,500,000 per course.
2. Corporate / B2B Training: Enterprise and corporate clients (Teams) can purchase group training access for employee upskilling in creative and digital skills.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

JayJay is an Indonesian online creative school offering BNSP-certified professional courses in Design, Game Art, Marketing, Management, and Programming for individual learners, plus a B2B corporate training product (B2B For Teams). Courses combine European curriculum standards with instruction from Indonesian industry practitioners and are delivered via video lessons with live mentor sessions and portfolio-building projects, with students earning nationally recognized BNSP certifications upon completion.

Product overview

JayJay is an Indonesian online creative school (Sekolah Kreatif Online Tersertifikasi BNSP) offering 27 professional online courses across five categories: Design (13 courses covering graphic design, UI/UX, motion design, 3D, photography, illustration, fashion, interior, landscape design), Game Art (concept art, game design), Marketing (social media, e-commerce, influencer marketing), Management (marketing manager, project manager, creative director, HR, product manager), and Programming (frontend development, QA engineering, QA automation). The platform combines European education standards with Indonesian industry expertise, offering self-paced video learning with live mentor sessions, BNSP certification, and career center support. Additional offerings include mini-courses for specific skills and B2B team training packages.

Differentiator

Problem solved

Functional benefit

Products and services

• Graphic Designer Course 3-month online course covering graphic design fundamentals including typography, color, composition, Adobe Illustrator, Photoshop, InDesign, Figma, brand identity, and portfolio building. Targeted at individuals seeking to enter or advance in the graphic design profession.
• UI/UX Design Course 4-month online course covering UX research, wireframing, prototyping, usability testing, Figma design, information architecture, with bonus UX Writing mini-course. Targeted at aspiring UI/UX designers.
• Motion Design Course 3-month online course covering animation principles, visual storytelling, Adobe After Effects, compositing, visual effects, and demo reel creation. Targeted at aspiring motion designers.
• 3D Generalist in Blender Course 3-month online course covering Blender workflow from modeling, texturing, lighting, rendering to compositing for 3D animation and visualization. Targeted at aspiring 3D artists.
• Frontend Web Development Course 4-month online course covering HTML, CSS, JavaScript, Git, GitHub, React.js, TypeScript, Redux, Fetch API, and website deployment for portfolio. Targeted at aspiring frontend developers.
• QA Engineer Course 3-month online course covering software testing fundamentals, test plan development, bug reporting, manual testing, JIRA, Postman, TestRail, and API testing basics. Targeted at aspiring QA engineers.
• Social Media Specialist Course 3-month online course covering content strategy for Instagram, TikTok, Facebook, LinkedIn, copywriting, analytics, paid ads, and influencer collaboration. Targeted at aspiring social media marketers.
• Marketing Manager Course 3-month online course covering 360-degree marketing strategy, brand management, team management, budget planning, marketing ROI, and data-driven decision making. Targeted at aspiring marketing managers.
• Product Manager Course 3-month online course covering product thinking, roadmap development, feature prioritization, OKR, user research, product validation, and PM tools. Targeted at aspiring product managers across industries.
• Concept Art for Games and Animation Course 3-month online course covering character, environment, and prop design for games using Photoshop, Procreate, design sheets, and visual presentation. Targeted at aspiring game and animation concept artists.
• Creative and Editorial Photography Course 3-month online course covering photography techniques, lighting, composition, Lightroom, Photoshop editing, commercial and editorial photography. Targeted at aspiring photographers.
• 2D Spine Animator Course 3-month online course covering Spine 2D software for character rigging, animation, mesh deformation, and game animation export to Unity/Godot. Targeted at aspiring 2D game animators.
• Mini Courses Shorter skill-specific courses for professional upskilling including ZBrush sculpting, environment illustration, fantasy character design, merchandise illustration, and Procreate tutorials, priced from Rp 599,000 to Rp 1,500,000. Targeted at professionals seeking targeted skill upgrades.
• Career Center Career support service offering CV and portfolio review, interview simulation, exclusive job board access, and connections to partner companies actively recruiting. Available to JayJay students.
• BNSP Certification Official national professional competency certification recognized by Indonesian industry and the Ministry of Manpower, awarded upon course completion for eligible programs.
• B2B For Teams Corporate training solution for teams looking to upskill employees in digital and creative professions, available via direct sales engagement. Targeted at Indonesian enterprises.

Quantifiable outcome

• 8,000+ students trained since 2021
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Amazon Web Services (AWS)coreTechnology or Integration · 1 September 2022AWS supported JayJay through its startup program, including winning a startup competition with over 100 participants in September 2022. AWS provides cloud infrastructure services powering the online learning platform, and the win provided cloud credits and startup ecosystem access.
• HolonIQminorOthersHolonIQ is a global education intelligence platform that compiles annual rankings of top EdTech companies. JayJay was listed in the HolonIQ Southeast Asia EdTech TOP 50 for three consecutive years (2023, 2024, 2025), providing third-party credibility validation.
• BNSP (Badan Nasional Sertifikasi Profesi)coreOthersBNSP is Indonesia's national professional certification agency. JayJay holds BNSP certification, enabling the platform to issue professionally recognized qualifications to graduates that are endorsed by the Indonesian national certification system.
• KOMDIGI (Komisi Digital Indonesia)coreOthersKOMDIGI (Komisi Digital Indonesia) is the Indonesian digital creative economy commission operating under Kemendikbudristek. JayJay holds a KOMDIGI license as part of the regulatory framework for digital education providers in Indonesia.
• Indonesian E-Commerce Association (idEA)minorOthersidEA is the Indonesian E-Commerce Association representing the e-commerce and digital economy ecosystem. JayJay's membership in idEA signals industry standing and alignment with Indonesian digital commerce standards.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Progate: Japan-origin programming education platform with Indonesian-language courses. Comparable to JayJay's frontend and QA engineering courses as a coding-focused peer, though headquartered outside Indonesia and not certified by BNSP.

Direct peers

• Harisenin.com: Indonesian online bootcamp offering career-focused courses in digital marketing, design, and programming with mentor support. Closely overlaps JayJay on category mix (design, marketing, programming), customer segment (career switchers), and Indonesia-only geography.
• Hacktiv8: Indonesian coding and data science bootcamp offering immersive, career-oriented programs with portfolio outcomes. Most direct competitor to JayJay's programming courses, targeting the same aspiring career switchers in the Indonesian market with similar duration and price points.
• Binar Academy: Indonesian digital skills bootcamp with courses in product management, data, design, and software engineering. Competes directly with JayJay's career-switcher audience across overlapping curriculum verticals and serves a similar Indonesian B2C + corporate upskilling mix.
• MySkill (myskill.id): Indonesian online learning platform offering short professional courses across digital marketing, design, and technology. Directly comparable in geography (Indonesia), customer segment (early-to-mid career professionals), and B2B team training model.

Broad incumbents

• Ruangguru: One of Indonesia's largest EdTech platforms, offering K-12 tutoring, professional courses, and enterprise training. While primarily known for K-12, its professional and corporate upskilling verticals overlap with JayJay's B2C and B2B Teams offerings at much larger scale.
• Zenius Education: Established Indonesian EdTech with adaptive learning and professional test prep. Has expanded into professional/career-focused segments, making it a broader incumbent competing with JayJay for the same Indonesian learner wallet share.
• Skillshare: Global subscription-based learning platform with a strong catalog of creative, design, and business courses. Overlaps with JayJay's creative and design course categories as a broader, well-funded incumbent, though subscription model differs.
• Coursera: Global MOOC platform with university and company partnerships offering certificates and degrees. Relevant broader incumbent in the Indonesian upskilling market, especially for learners seeking internationally recognized credentials — overlapping with JayJay's certification-anchored value proposition.

Emerging players

• Domestika: Global online learning platform specializing in creative disciplines (illustration, design, animation, 3D) with high-quality video courses. Closely comparable to JayJay's creative-focused curriculum categories, though operates globally rather than Indonesia-only.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about JayJay