ExamFX

What ExamFX does

ExamFX is a private U.S. online licensing education platform that delivers prelicensing and continuing education (CE) courses for the insurance and securities industries. The company serves two principal customer sets: individual candidates preparing for state insurance producer licensing exams (Life, Health, Property & Casualty, Personal Lines, Adjusters, etc.) or FINRA/NASAA securities exams (SIE, Series 3, 6, 7, 63, 65, 66, and others); and enterprise organizations including insurance agencies, financial institutions, Independent Marketing Organizations (IMOs), and Business Processing Outsourcing (BPO) providers that need bulk prelicensing training for newly recruited agents. Coverage spans all 50 U.S. states plus D.C. for insurance prelicensing, with state-specific content aligned to each state's testing provider exam outlines and updated in real time to reflect regulatory changes.

The core technology is the Elite Learning Platform, an online learning management system that delivers self-paced multimedia instruction including video lectures, flashcards, practice exams (in learning and exam modes), readiness simulations, and live instructor-led webinars. The platform is supplemented by Elite Analytics, a manager-facing reporting dashboard providing real-time visibility into candidate progress, exam scores, and completion rates. ExamFX has introduced generative AI features, ExamFX Chat and ExamFX SMS, which provide AI-powered student assistance and content support within the platform. Additional product modules include Spanish-language courses with bilingual toggle, physical study materials, and a pass-or-money-back guarantee. ExamFX is incorporated as ExamFX, Inc. in Kansas and operates as a subsidiary brand of Ascend Learning, LLC, alongside other Ascend education brands such as ATI Nursing, Board Vitals, NASM, and the National Healthcareer Association.

ExamFX's business model combines direct-to-consumer and enterprise GTM motions. Individual learners purchase courses through the self-serve examfx.com website on a one-time/perpetual-license basis, with optional paid extensions and add-on physical materials. Enterprise clients access bulk licensing programs through a dedicated business portal (business.examfx.com) under Master Licensing and Services Agreements with recurring subscription billing. Continuing education is sold as an annual subscription with 365-day all-access library access, automated certificate reporting, and unlimited exam retakes. The company monetizes through both high-volume individual transactions and recurring enterprise contracts, supported by 9.5+ million cumulative candidates trained historically and 1,000+ partner organizations. Reported customer outcomes include 90-99% pass rates across insurance lines, a 92% combined securities pass rate, and enterprise-specific outcomes such as a 63% increase in first-time pass rates at Family Security Plan and up to $5.4 million in annual savings reported by First Command.

Name

ExamFX

Legal name

ExamFX, Inc.

Website

https://examfx.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

ExamFX is a private U.S. online licensing education platform providing prelicensing and continuing education courses for the insurance and securities industries, serving individual candidates and enterprise clients including agencies, financial institutions, IMOs, and BPOs.

Ownership category

akta.pro rank

Product category

Professional Licensing Exam Preparation

NAICS

Educational Services (611), Exam Preparation and Tutoring (611691)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Securities & Investment Licensing Exam Prep (FINRA Series 7/63/65/66, SIE) (EDANAIAJ)

akta.pro secondary industries

Financial Services & Insurance (FINRA, CFP, IAR, Insurance CE) (EDAAALAJ), Certification & Licensing Exam Management Platforms (EDAFADAG)

Keywords

• Insurance prelicensing education
• Securities licensing training
• Continuing education courses
• Online licensing exam prep
• FINRA exam preparation

Headquarters

HQ city

Leawood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Individual Course Sales: Direct-to-consumer purchase of prelicensing and continuing education courses with one-time payment at time of sale. Full payment made at time of purchase. Course access periods vary by product with optional extension purchases.
2. Corporate/Business Licensing: Enterprise licensing agreements with organizations for bulk candidate training, including customized solutions for agencies, financial institutions, IMOs, and BPOs. Governed by separate Master Licensing and Services Agreement.
3. Continuing Education Courses: CE course library with 365-day access, automated certificate reporting, and unlimited exam retakes until passing.
4. Physical Materials and Add-ons: Sale of printed study materials, with shipping costs separate from course fees. Course extensions and digital add-on products available for purchase.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

ExamFX provides state-specific online prelicensing and continuing education courses for the U.S. insurance and securities industries, delivered through its proprietary Elite Learning Platform. Offerings include insurance tracks (Life, Health, Property & Casualty, Personal Lines, Variable Products, Adjusters), FINRA securities exam prep (SIE, Series 6, 7, 63, 65, 66, etc.), CE subscriptions, live webinars, Spanish-language options, AI-assisted chat support, and a pass guarantee. Distribution is split between direct-to-consumer self-serve online sales and enterprise licensing for agencies, broker-dealers, IMOs, and BPOs.

Product overview

ExamFX is an online licensing education platform offering a portfolio of prelicensing, continuing education, and professional development courses for the insurance and securities industries. The core offering is the Elite Learning Platform, an integrated learning management system that delivers state-specific insurance prelicensing courses (Life, Health, Property & Casualty, Personal Lines, and more across 50 states) and securities licensing preparation (SIE, Series 6, 7, 63, 65, 66, and other FINRA exams). The platform is supplemented by Elite Analytics for manager-level reporting and progress tracking. Additional offerings include Live Online Learning (webinars), Spanish Language Courses with bilingual toggle, and a Pass Guarantee program. ExamFX also incorporates generative AI features including ExamFX Chat and ExamFX SMS for student assistance. The company operates as part of Ascend Learning, LLC.

Differentiator

Problem solved

Functional benefit

Products and services

• Elite Learning Platform Online learning management system delivering self-paced, multimedia prelicensing coursework for insurance and securities candidates. Provides state-specific content, video lectures, flashcards, practice exams, readiness simulations, and progress tracking for individual learners and enterprise cohorts.
• Insurance Prelicensing Courses Online state-specific prelicensing courses for Life, Health, Life & Health, Property & Casualty, Personal Lines, Variable Products, Adjusters, Medicare Supplement/Long-Term Care, and Limited Lines Automobile insurance producer licenses.
• Securities Licensing Courses Comprehensive online preparation for FINRA and NASAA securities exams including SIE and Series 3, 4, 6, 7, 9, 10, 24, 31, 34, 63, 65, 66, and 99. Video-based learning with competency-based teaching and study materials.
• Continuing Education (CE) Course Library All-access course library providing licensed insurance producers in Life & Health and Property & Casualty with 365-day access to CE courses, automated certificate reporting, mobile compatibility, and unlimited exam retakes until passing.
• Spanish Language Insurance Courses Insurance prelicensing courses delivered in Spanish with an English/Spanish content toggle built into the platform, designed for Spanish-speaking insurance producer candidates.

Quantifiable outcome

• 93% of learners recommend ExamFX
• +7 more outcomes

Named customers21 records

Segments7 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature8 records

Partnerships

One partnership is on record.

• Ascend Learningparent companyOthersExamFX is operated by Ascend Learning, LLC, a global education company. Ascend Learning manages privacy policies, terms of service, and data protection frameworks including EU-U.S. Data Privacy Framework compliance. Ascend Learning encompasses multiple education brands including ATI Nursing, Board Vitals, Kognito, NASM, and others.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Pearson VUE: Large-scale test administration and proctoring network used by FINRA and many state insurance licensing bodies. Comparable ecosystem role (delivers the actual licensing exams), broader portfolio across multiple regulated industries. Adjacent rather than directly competitive, but operates in the same candidate journey and could expand into prep content over time.
• Prometric: Global test delivery and proctoring provider operating across many regulated-industry exams including FINRA and insurance licensing. Not a content provider like ExamFX, but adjacent ecosystem participant that delivers the actual licensing exams candidates prepare for. Represents both potential partner and adjacent ecosystem player in the same candidate funnel.

Direct peers

• WebCE: Specialist in insurance continuing education and prelicensing courses delivered online. Comparable focus on state-specific insurance CE, recurring-revenue CE subscription model, and self-paced digital delivery. Particularly close peer for ExamFX's insurance CE library business.
• Kaplan Financial Education: Long-established provider of insurance prelicensing and securities licensing exam prep, part of Kaplan (Graham Holdings). Comparable target market (individual candidates and enterprise financial institutions), product set (prelicensing and CE across insurance and FINRA), and enterprise GTM (corporate licensing). One of ExamFX's largest direct competitors in both insurance and securities verticals.
• 360training: Online regulatory-compliance and licensing training provider spanning multiple verticals including insurance and financial services. Comparable business model (B2C + enterprise licensing), regulatory-compliance content focus, and self-paced course delivery. Broader portfolio but overlapping ExamFX's core insurance and securities segments.
• Securities Training Corporation (STC): Direct competitor offering FINRA securities licensing exam preparation (SIE, Series 7, 63, 65, 66) plus continuing education. Comparable in target customer (individual securities candidates and broker-dealer firms), product category (online prelicensing), and delivery model (self-paced digital courses). Most direct 1:1 alternative for ExamFX's securities licensing line.

Emerging players

• AdjusterPro: Specialist in insurance adjuster licensing exam preparation, a niche within ExamFX's broader insurance product line. Comparable self-paced online prelicensing model and state-specific content focus, but narrower vertical (adjusters only). Competes with ExamFX's Adjuster Basics and adjuster-related product modules.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/examfxonline
• Facebookfacebook.com/ExamFX
• LinkedInlinkedin.com/company/examfx
• Xx.com/examfx

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 ExamFX