Madecraft

What Madecraft does

Madecraft (Madecraft LLC, California) is an expert-led video learning content producer operating from Goleta, California with 11–50 employees. The company runs a dual business model: (1) a Custom Course Creation service that partners with enterprise brands through a 14-step production process—concept design, expert talent selection, scripting, filming on purpose-built Santa Barbara sound stages at 4K UHD, motion/audio mastering, independent third-party review, and final delivery—producing fully on-branded, IP-bearing training mapped to client learning goals; and (2) a Ready-to-Go Course Library of 450+ courses and 7,400+ micro-lessons (2–5 minutes each) delivered through its own site and major learning marketplaces. Distribution is anchored by a multi-year trusted-partner relationship with LinkedIn Learning (200+ courses, 7.4M cumulative learners) and a parallel Pluralsight agreement, with branded flagship engagements for Google, Microsoft, Adobe, and Meta serving as reference accounts.

The company's revenue mechanics combine quote-based, multi-year enterprise services with subscription/royalty income from marketplace listings; a complementary 'Teach with Us' Author Program recruits external subject-matter experts who record at home and receive instant payment upon course approval, expanding the talent base beyond the 600+ internal expert roster. Supporting technology includes Thinkific for course delivery, Stripe for payments, Wistia/YouTube for video hosting, and Google OAuth for authentication. Quality signals include a 4.8/5 learner rating across 50,000+ reviews and 40 externally certified courses. A Custom Certification Program add-on layers branded credentialing onto core engagements.

Madecraft is privately held with no disclosed external funding, parent company, or institutional investors, consistent with a founder-financed, cash-generative operator. Geographic footprint is USA-domiciled with global learner reach through marketplace channels; there is no evidence of company-owned international offices. The firm maintains an active multi-channel marketing presence across LinkedIn, YouTube, X, Instagram, and TikTok under the @teachwithmadecraft / @teachmadecraft handles.

Name

Madecraft

Legal name

Madecraft LLC

Website

https://onlymadecraft.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Madecraft is a Goleta, California-based expert-led video learning content producer serving enterprise brands with custom 4K courses and a 450+ course library distributed through LinkedIn Learning and Pluralsight.

Ownership category

akta.pro rank

Product category

Corporate Video Learning & Production Services

NAICS

Professional and Management Development Training (611430)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Creator-Led Course Hosting & Monetization Platforms (EDAFAIAC)

Keywords

• Video learning production
• Custom course creation
• Corporate training content
• Expert-led e-learning
• Online learning marketplace

Headquarters

HQ city

Goleta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Course Creation: Bespoke course development for enterprise clients including course design, scripting, filming, and delivery. Enterprises receive entirely on-brand content mapped to their specific learning goals.
2. Ready-to-Go Course Library: Subscription or licensing access to pre-built library of 500+ courses available through marketplace platforms like LinkedIn Learning and Pluralsight.
3. Author Payments: Instant payment to expert creators/authors for every approved course submitted. Authors record expertise at home and receive payment upon approval before post-production.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Madecraft produces expert-led video learning content for world-class enterprise brands, offering two core services: (1) Custom Course Creation, where the company designs, scripts, films, and delivers fully on-brand bespoke courses using a 14-step production process and 4K UHD sound stages, and (2) a Ready-to-Go Course Library of 450+ pre-built expert-led courses with 7,400+ lessons, distributed through its own website and third-party learning platforms such as LinkedIn Learning and Pluralsight.

Product overview

Madecraft is a modern learning company operating a dual-model platform: it offers Custom Course Creation (a bespoke, on-brand course production service using its own 600+ expert authors and 14-step production process) alongside a Ready-to-Go Course Library of 500+ pre-built courses distributed through its own site, LinkedIn Learning, and Pluralsight. The company also runs an Author Program enabling external experts to create and publish courses. A Certified Custom Program add-on allows organizations to build branded credentialing. All content is produced in 4K UHD with professional audio and motion graphics. The portfolio spans two delivery modes (custom-built vs. ready-to-go), with distribution through owned properties and major third-party learning platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Course Creation A bespoke, end-to-end course creation service where Madecraft partners with enterprise clients to design, script, film, and deliver fully personalized, on-brand video learning content mapped to the client's specific learning goals, audience, and organizational objectives. Target customers are large enterprise brands.
• Ready-to-Go Course Library A library of pre-built expert-led video courses available for immediate access, spanning topics such as Adobe tools, Google data analytics, Microsoft 365, and Meta coding interview prep. Includes 450+ courses, 7,400+ lessons, and 40 externally certified courses. Distributed through LinkedIn Learning, Pluralsight, and Madecraft's own website.
• Author Program (Teach with Us) A creator recruitment and onboarding program that invites subject-matter experts to record courses for Madecraft, with Madecraft handling production, graphics, polish, and distribution to major learning platforms including LinkedIn Learning and Pluralsight. Authors receive instant payment for every approved course submitted.
• Custom Certification Program Branded certification programs that organizations can build to inspire learner loyalty and confidence, featuring custom assessments and credentials tied to the organization's specific training goals. Designed for enterprise L&D buyers seeking credentialed learning outcomes.
• 4K UHD Video Production Services Madecraft's end-to-end video production service covering instructional design, scriptwriting, 4K UHD filming on purpose-built Santa Barbara sound stages, professional sound mixing, motion graphics, animation, and final delivery, including a 14-step quality process with independent third-party review. Underpins both Custom Course Creation and Ready-to-Go library output.

Quantifiable outcome

• 4.8 out of 5 learner rating with 50,000+ reviews
• +3 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and flagship.

• LinkedIn LearningcoreChannel Partner/ Reseller/ DistributorPrimary distribution partner for 4+ years. Madecraft has 200+ courses on the platform with 7.4M individual learners reached. Partner status enables global distribution of ready-to-go content.
• PluralsightcoreChannel Partner/ Reseller/ DistributorMajor learning platform distribution partner. Madecraft courses distributed through Pluralsight's enterprise learning platform.
• GoogleflagshipChannel Partner/ Reseller/ DistributorFlagship customer partner for custom course creation. Examples include 'Advanced Data Analytics with Google'. Google serves as both customer and trust indicator.
• MicrosoftflagshipChannel Partner/ Reseller/ DistributorFlagship customer partner for custom course creation. Example: 'Optimizing Your Work with Microsoft 365'. Microsoft serves as both customer and trust indicator.
• AdobeflagshipChannel Partner/ Reseller/ DistributorFlagship customer partner with multiple custom courses including 'Creating Stunning Presentations with Adobe'. Adobe has provided testimonial endorsements of Madecraft's production quality and expertise.
• MetaflagshipChannel Partner/ Reseller/ DistributorFlagship customer partner for custom course creation. Example: 'Coding Interview Prep with Meta'. Meta serves as both customer and trust indicator.

Scale indicators9 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• MasterClass: Premium creator-led video learning platform featuring expert instructors producing high-production-value courses for a consumer and prosumer audience. Directly comparable to Madecraft's ready-to-go library in format and brand promise, though MasterClass skews consumer while Madecraft focuses on enterprise.
• Skillshare: Multi-instructor creator course marketplace where independent experts publish video classes on creative and professional topics. Comparable to Madecraft in marketplace/curated-creator model, though Skillshare is consumer-led and self-serve rather than enterprise-bespoke.
• Udemy: Large multi-instructor course marketplace serving both individual learners and enterprise (Udemy Business). Comparable to Madecraft in expert-led video catalog distribution and enterprise upsell motion, with much broader self-serve scale.

Broad incumbents

• Coursera: Large-scale MOOC and enterprise learning platform offering courses, certificates, and degrees from universities and companies. Overlaps with Madecraft on enterprise content partnerships and credentialed programs but operates at vastly larger scale and broader scope.
• LinkedIn Learning: Madecraft's primary distribution partner and a broader learning platform owned by Microsoft that also produces first-party content. Comparable in enterprise learning distribution and is both a partner and a competing content source for the same buyers.
• Pluralsight: Enterprise technology skills platform that is both a Madecraft distribution partner and a competing source of expert-led video training. Comparable in tech-focused expert-led video courses sold to enterprise L&D buyers.
• General Assembly: Established provider of enterprise upskilling and bootcamp programs in tech, data, and design. Comparable to Madecraft on enterprise custom training engagements and instructor-led content production for Fortune 500 buyers.

Emerging players

• Maven: Cohort-based course platform featuring expert instructors running live, paid workshops and accelerators. Comparable to Madecraft on expert-led premium learning experiences but distinct in live/cohort delivery versus on-demand video.
• Section: Executive and business education platform offering cohort-based courses taught by operators and experts. Comparable to Madecraft's expert-led premium enterprise content but focused on live cohort delivery rather than on-demand video library.

Others

• Thinkific: Creator platform that powers course creation, hosting, and commerce for independent instructors and brands. Comparable as underlying infrastructure used by Madecraft (per disclosed integration) and as an adjacent marketplace model for creator-led learning businesses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/teachmadecraft
• YouTubeyoutube.com/@teachwithmadecraft
• LinkedInlinkedin.com/company/madecraft
• Instagraminstagram.com/teachwithmadecraft
• TikToktiktok.com/@teachwithmadecraft

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Madecraft