Kaplan

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.

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

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

• Test preparation services
• Standardized exam prep
• Professional certification training
• Higher education services
• Institutional licensing programs

Headquarters

HQ city

Fort Lauderdale

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers11 records

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature1 record

Partnerships

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 PlanningsubsidiaryStrategic or Co-development Partner · 23 June 2026The 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 partnerTechnology or Integration · 25 May 2026Kaplan 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 partnershipStrategic or Co-development Partner · 25 March 2026South 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 partnershipStrategic or Co-development Partner · 24 March 2026UNLV'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 partnershipStrategic or Co-development Partner · 17 March 2026Alabama 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 partnershipStrategic or Co-development Partner · 9 March 2026Illinois 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 partnershipStrategic or Co-development Partner · 5 March 2026Kaplan 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 partnershipStrategic or Co-development Partner · 4 March 2026University 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 partnershipStrategic or Co-development Partner · 12 February 2026Kentucky 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 partnershipStrategic or Co-development Partner · 22 September 2025Cleveland State University utilized All Access License program to support 861 students and save them nearly $1 million in test preparation costs.
• Denison Universitycore partnershipStrategic or Co-development Partner · 1 September 2025Denison University expanded its Kaplan All Access Partnership to cover all students with free GMAT, GRE, LSAT & MCAT preparation.
• Dillard Universitycore partnershipStrategic or Co-development Partner · 1 September 2025Dillard University partnered with Kaplan to offer students free comprehensive test prep for graduate-level admissions and licensing exams.
• Manipal Dubairegional partnershipChannel Partner/ Reseller/ Distributor · 11 April 2025Manipal Dubai partnered with Kaplan Middle East and North Africa for regional expansion of educational services.
• Purdue Universityhistorical partnershipStrategic or Co-development Partner · 5 April 2025Purdue 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 expansionOthers · 28 February 2025Kaplan expanded MENA footprint with new regional headquarters in Riyadh and five offices across the region.
• BlackRockcontent partnershipStrategic or Co-development Partner · 20 February 2025BlackRock launched ETF Certification Program in partnership with Kaplan, expanding professional financial education offerings.
• iShares (BlackRock)content partnershipStrategic or Co-development Partner · 11 February 2025The 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 partnershipStrategic or Co-development Partner · 28 October 2024Syracuse 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 partnershipStrategic or Co-development Partner · 14 August 2024California 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

Direct 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

• Xx.com/KaplanNews
• Facebookfacebook.com/Kaplan
• LinkedInlinkedin.com/company/kaplan

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A17 records

Investments8 records

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

Frequently asked questions about Kaplan