Kaplan
Kaplan is a global education company providing test preparation, higher-education support, and professional certification training via its All Access License institutional platform and direct-to-consumer courses, serving roughly 1.3 million students across 27–40 countries.
- Company typePrivate
- Founded1938
- HeadquartersFort Lauderdale, United States
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingServices
What Kaplan does
Kaplan, Inc. (founded 1938, headquartered in the United States and legally domiciled as Kaplan, Inc.) is a global education company providing test preparation, higher education support, and professional certification training. It is a privately held operating subsidiary of Graham Holdings Company (NYSE: GHC), employing more than 10,000 people and serving approximately 1.2–1.3 million students and professionals across 27–40 countries. Its offerings span preparation for major standardized and licensing exams including SAT, ACT, GRE, GMAT, LSAT, MCAT, NCLEX-RN, USMLE, the Uniform Bar Exam, and financial credentials such as CFA, FRM, and CFP.
The company's flagship product is the All Access License (launched 2022), a flat-fee institutional licensing model that provides universities, law schools, and state agencies with zero out-of-pocket, school-wide access to comprehensive test prep and workforce-readiness content; it has been adopted by seven of the top ten HBCUs and serves over 90,000 students across 18-plus partner institutions, generating more than $75 million in documented student savings since launch. Core technology centers on a digital, adaptive-learning test preparation platform with psychometrically validated content, supported by an official ACT partnership. Sub-brands include Manhattan Prep (GMAT/GRE/LSAT) and The College for Financial Planning (financial certifications, including the newly launched PGWTA designation).
Kaplan monetizes through three primary mechanics: institutional/subscription licensing (All Access License, billed annually to universities and state agencies), direct-to-consumer one-time course sales ranging from roughly $99 to $6,899, and higher-education licensing royalties—most notably ongoing fees from Purdue Global under an agreement running to 2048 projected to reach $60 million in 2025. Go-to-market combines enterprise field sales to institutions and government bodies with a direct-to-consumer e-commerce motion and consortium/employer partnerships. In April/May 2026 Kaplan divested its Kaplan Languages Group to Inspirit Capital to sharpen focus on higher education and professional training.
Kaplan firmographics
Firmographics- Name
- Kaplan
- Legal name
- Kaplan, Inc.
- Website
- https://kaplan.com
- Company type
- Private
- Founded year
- 1938
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Kaplan is a global education company providing test preparation, higher-education support, and professional certification training via its All Access License institutional platform and direct-to-consumer courses, serving roughly 1.3 million students across 27–40 countries.
- Ownership category
- akta.pro rank
Kaplan industry classification
Industry- Product category
- Test Preparation and Professional Certification Services
- NAICS
- Exam Preparation and Tutoring (611691)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Graduate & Professional School Admissions Exams (GRE/GMAT/LSAT/MCAT) Prep (EDANABAB)
- akta.pro secondary industries
- Nursing & Allied Health Certification Prep (CNA, EMT/Paramedic, Radiology, Sonography, PT/OT) (EDANAIAB), K–12 Standardized Assessments & Benchmark Exams Prep (State tests, MAP, ISEE/SSAT) (EDANABAD), Test Prep Learning Centers (SAT/ACT, AP/IB, State Exams) (EDANAHAH)
Keywords
Where Kaplan is headquartered
LocationHeadquarters
- HQ city
- Fort Lauderdale
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Kaplan business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Institutional Licensing (All Access License): Flat-fee school-wide licensing model where universities and state agencies pay for comprehensive test prep access for all students at zero out-of-pocket cost. Generates savings for students exceeding $75 million since 2022.
- Direct-to-Consumer Test Prep Courses: Individual course sales ranging from $199 to $3,500 for SAT, GRE, GMAT, LSAT, MCAT, bar exam, CFP, FRM, CFA preparation with various instruction levels and tutoring inclusions.
- Professional Certification and Licensing Prep: Test preparation for professional exams including NCLEX-RN, USMLE, Uniform Bar Exam, CFA, FRM with tiered pricing structures and pass guarantees.
- Higher Education OPM Services: Online Program Management services for university partnerships, with Kaplan Higher Education receiving significant licensing fees from institutions like Purdue Global under long-term agreements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | GRE test prep packages ranging from $199 to $3,500 |
| One time/ perpetual license | Pay-as-you-go | Comprehensive test prep courses from $99 to $6,899 |
| Unit Pricing | Pay-as-you-go | Private tutoring up to $500 per hour |
| Unit Pricing | Pay-as-you-go | Architectural Engineer Subject-Matter Expert: $35-$50 per hour |
| One time/ perpetual license | Pay-as-you-go | Bar exam prep courses: approximately $970 to $3,999 |
| One time/ perpetual license | Pay-as-you-go | Traditional SAT prep courses: $649 to over $2,000 |
| Subscription | Annual | All Access License: Zero cost to students through institutional partnerships |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Kaplan product offering
Product offeringCore offering
Kaplan provides test preparation courses, professional certification programs, and continuing education services primarily through digital platforms and institutional licensing. The company offers prep for standardized exams including GRE, SAT, ACT, MCAT, LSAT, Bar Exam, and NCLEX-RN, as well as professional designations such as CFP and PGWTA. Offerings are delivered both directly to individual learners and through the All Access License institutional partnership program.
Product overview
Kaplan is a global education company offering a comprehensive portfolio of test preparation and professional certification products. The core offerings center on the All Access License institutional platform (launched 2022), which provides universities and state agencies with zero-cost access to test prep for graduate admissions exams (SAT, ACT, GRE, GMAT, LSAT, MCAT), professional licensing (NCLEX-RN, USMLE, Bar Exam), and workforce readiness. Individual consumer products include branded test prep courses for major standardized exams ranging from $99 to $6,899, with sub-brands including Manhattan Prep (business school tests) and The College for Financial Planning (financial certifications including CFP and newly launched PGWTA). The company operates as a subsidiary of Graham Holdings Company and serves approximately 1.2-1.3 million students across 27-40 countries, though Kaplan Languages Group was divested to Inspirit Capital in April 2026.
Differentiator
Problem solved
Functional benefit
Products and services
- All Access License
Quantifiable outcome
- Over $75 million in student savings since 2022 through All Access License program
- +5 more outcomes
Companies that use Kaplan
Customer profileNamed customers11 records
Segments6 records
Ideal customer profiles2 records
Kaplan technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
Feature1 record
Kaplan partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered subsidiary, technology partner, core partnership, flagship partnership, regional partnership, historical partnership, regional expansion and content partnership.
- College for Financial PlanningsubsidiaryThe College for Financial Planning—a Kaplan Company launched the Professional Generational Wealth Transfer Advisor (PGWTA) designation program, a self-study credential helping financial advisors guide clients through wealth transfer expected to reach $12.4 trillion over 20 years.
- Salesforcetechnology partnerKaplan is actively deploying Salesforce's Agentforce 360 AI platform and other Salesforce tools for admissions automation, customer support triaging, 24/7 FAQ support, and employee collaboration use cases in Singapore and ASEAN region.
- South Carolina State Universitycore partnershipSouth Carolina State University partnered with Kaplan to provide all current students and alumni with free access to comprehensive test preparation for graduate admissions exams (GRE, GMAT, LSAT, MCAT) and professional skills development through All Access License program.
- UNLV Lee Business Schoolcore partnershipUNLV's Lee Business School partnered with Kaplan for discounted Securities Industry Essentials and Series 65 exam preparation study materials, with community partner Winans Investments covering exam fees for first 10 enrolled students.
- Alabama State Universitycore partnershipAlabama State University partnered with Kaplan to provide all students with free access to comprehensive test preparation for graduate admissions exams and professional skills development courses through All Access License program.
- Illinois Student Assistance Commissionflagship partnershipIllinois and Kaplan continuing the 'Prepare for Illinois' Future' program, first-in-the-nation free test prep initiative, with Governor proposing $7 million FY27 funding. Over 12,000 students registered, collectively saving over $30 million with more than 60% participants identifying as students of color.
- Forté Foundationcore partnershipKaplan and Forté Foundation expanded partnership to provide women aspiring to pursue MBAs with exclusive savings on GMAT and GRE preparation programs through Manhattan Prep. Forté members gain access to in-person test prep courses at select events and dedicated webinars to lower financial barriers to graduate business education.
- University of Dayton School of Lawcore partnershipUniversity of Dayton School of Law partnership with Kaplan to provide comprehensive bar exam preparation to all J.D. and LL.M. students starting Fall 2026. Part of Kaplan's All Access License program offering integrated curriculum tools, diagnostics, assessments, and bar-aligned practice from orientation through graduation.
- Kentucky State Universitycore partnershipKentucky State University partnered with Kaplan to provide students with free access to comprehensive test preparation for graduate admissions exams (GRE, GMAT, LSAT, MCAT, NCLEX-RN) and professional skills development courses.
- Cleveland State Universitycore partnershipCleveland State University utilized All Access License program to support 861 students and save them nearly $1 million in test preparation costs.
- Denison Universitycore partnershipDenison University expanded its Kaplan All Access Partnership to cover all students with free GMAT, GRE, LSAT & MCAT preparation.
- Dillard Universitycore partnershipDillard University partnered with Kaplan to offer students free comprehensive test prep for graduate-level admissions and licensing exams.
- Manipal Dubairegional partnershipManipal Dubai partnered with Kaplan Middle East and North Africa for regional expansion of educational services.
- Purdue Universityhistorical partnershipPurdue University acquired Kaplan University for $1 in April 2017, rebranding it as Purdue Global. Kaplan Higher Education continues to receive significant licensing fees under an agreement lasting until 2048, with payments projected to reach $60 million in 2025.
- Riyadh Regional Headquartersregional expansionKaplan expanded MENA footprint with new regional headquarters in Riyadh and five offices across the region.
- BlackRockcontent partnershipBlackRock launched ETF Certification Program in partnership with Kaplan, expanding professional financial education offerings.
- iShares (BlackRock)content partnershipThe College for Financial Planning—a Kaplan Company and iShares launched ETFs & Portfolio Construction Certificate Program for financial advisors, expanding professional financial education offerings.
- Syracuse University College of Lawcore partnershipSyracuse University College of Law partnered with Kaplan to provide all students with free prep courses for the bar exam, achieving 86% first-time pass rate for July 2024 graduates.
- California State Barflagship partnershipCalifornia finalized $8 million deal with Kaplan to develop and administer the California Bar Exam, with Kaplan stepping in after the State Bar's financial difficulties. The partnership addresses the California bar's need for exam administration while navigating potential copyright issues.
Scale indicators11 records
Recent moves7 records
Expansion highlights5 records
Kaplan competitors and assessment
Company assessmentDirect peers
- The Princeton Review: The Princeton Review is the most direct comparable to Kaplan, offering SAT/ACT, GRE, GMAT, LSAT, and MCAT test prep courses, tutoring, and admissions services to the same student segments. Both compete head-to-head in DTC test prep and increasingly in institutional licensing for college-readiness programs.
- Magoosh: Magoosh is an online test prep provider focused on GRE, GMAT, SAT, ACT, TOEFL, and MCAT with affordable self-paced courses. It directly competes with Kaplan's lower-tier DTC packages and appeals to price-sensitive consumers looking for online-first prep.
- PrepScholar: PrepScholar provides adaptive online test prep for SAT, ACT, GRE, GMAT, and LSAT with AI-personalized learning algorithms. It competes with Kaplan in the online self-paced segment and represents a more technology-native direct competitor.
- 7Sage: 7Sage is a leading LSAT prep platform offering online courses, practice tests, and tutoring at lower price points than Kaplan's LSAT offerings. The company explicitly positions against Kaplan/Manhattan Prep for law school admission test market share.
- Blueprint Prep: Blueprint Prep provides LSAT, MCAT, and bar exam prep courses with live online instruction and tutoring. It competes directly with Kaplan's Manhattan Prep LSAT and Bar Exam offerings, especially among law students seeking live instruction.
Emerging players
- Archer Review: Archer Review specializes in NCLEX-RN and other nursing licensure exam prep with live and on-demand formats. It competes with Kaplan's NCLEX-RN prep, particularly within All Access License nursing programs at partner institutions.
- UWorld: UWorld provides question banks and prep for NCLEX, USMLE, and other healthcare licensure exams. It is a strong competitor to Kaplan in healthcare licensing prep with adaptive learning technology and a content-quality reputation.
- Varsity Tutors: Varsity Tutors (a Nerdy company) offers online tutoring, test prep, and learning services across K-12 and standardized exams. It overlaps with Kaplan in SAT/ACT tutoring and broader test prep, with a more on-demand tutoring model.
Broad incumbents
- Coursera: Coursera is a large online education platform offering professional certificates, university-credentialed courses, and degree programs. While broader in scope, it increasingly competes with Kaplan's credentialing and professional development offerings (e.g., CFP, financial planning certificates).
- Chegg: Chegg is an incumbent in student services including textbook rentals, study help, and learning subscriptions. It is a broad education-services incumbent whose Chegg Study and tutoring services overlap with Kaplan's supplemental learning offerings at the consumer level.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Kaplan social profiles
Digital presenceKaplan compliance and trust
Trust signalCompliance5 records
Kaplan financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kaplan leadership team
Management profileNumber of profiles
Profiles9 records
Kaplan subsidiaries and ownership
Company hierarchySubsidiaries1 record
Kaplan funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kaplan M&A and investment
M&A and investmentM&A17 records
Investments8 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kaplan
What does Kaplan do?
Kaplan provides test preparation courses, professional certification programs, and continuing education services primarily through digital platforms and institutional licensing. The company offers prep for standardized exams including GRE, SAT, ACT, MCAT, LSAT, Bar Exam, and NCLEX-RN, as well as professional designations such as CFP and PGWTA. Offerings are delivered both directly to individual learners and through the All Access License institutional partnership program.
Is Kaplan a public or private company?
Kaplan is a private company. It is classified as corporate owned and is currently operating.
When was Kaplan founded?
Kaplan was founded in 1938. It employs 5,001 to 10,000 people.
Where is Kaplan based?
Kaplan is headquartered in Fort Lauderdale, United States, in the North America region.
How does Kaplan make money?
Four revenue lines are on record. Institutional Licensing (All Access License) is the primary driver. The others are direct-to-Consumer Test Prep Courses, professional Certification and Licensing Prep and higher Education OPM Services.
Who are Kaplan's main competitors?
Direct peers on record are The Princeton Review, Magoosh, PrepScholar, 7Sage and Blueprint Prep. Emerging players are Archer Review, UWorld and Varsity Tutors. Broad incumbents are Coursera and Chegg.
Does Kaplan have an API?
No public API is recorded for Kaplan.
What industry is Kaplan in?
Kaplan's product category is Test Preparation and Professional Certification Services. Its primary akta.pro industry code is EDANABAB, Graduate & Professional School Admissions Exams (GRE/GMAT/LSAT/MCAT) Prep, with a secondary code of EDANAIAB, Nursing & Allied Health Certification Prep (CNA, EMT/Paramedic, Radiology, Sonography, PT/OT). Its NAICS code is 611691 and its SIC code is 8200.