How2Become
How2Become is a UK-founded online platform (est. 2005) selling tiered career guides, subscription courses, and aptitude-test practice to job seekers preparing for UK public-sector and uniformed-service recruitment, plus K-12 11+ exam preparation.
- Company typePrivate
- Founded2005
- HeadquartersTunbridge Wells, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What How2Become does
How2Become Ltd is a UK-based, privately held online coaching and training platform founded in 2005 by Richard McMunn and headquartered in Tunbridge Wells, Kent. The company produces career-specific guides, online courses, and aptitude/psychometric test preparation materials aimed primarily at job seekers pursuing roles in UK public services and uniformed professions — most prominently police, fire service, armed forces, train driving, civil service, and prison service — with secondary coverage of cabin crew recruitment and K-12 exam preparation (11+, KS2/KS3/GCSE). Its product portfolio spans tiered one-time guides (Silver £34.50, Gold £60, Platinum £100), a recurring £27/month interview-training subscription, free aptitude-test practice, and a 2024-launched AI chatbot for police interview Q&A.
The platform is delivered through a web-based learning management system with self-serve digital distribution, Stripe-based payments, and no mobile app. Content is updated annually to reflect current UK recruitment processes (2026 updates claimed). Marketing is content- and SEO-led, supplemented by an affiliate program, TrustPilot social proof (4.9/5 across 1,000+ reviews), earned media (ITV's "This Time Next Year," The Sun), and endorsement-style relationships with universities (Kent, Greenwich, UCLan) and police organisations (Port of Dover Police, West Yorkshire Police Women's Football Team sponsorship).
How2Become operates a product-led growth model: free aptitude tests and a 30-day free interview course drive top-of-funnel acquisition, with freemium conversion into paid guides and subscriptions. Distribution is digital-only and global, with active operating geographies in the UK, Australia, the United States, and Ireland. The business is founder-owned with no disclosed external funding, no subsidiaries, and no public listing; it has accumulated multiple industry awards (IPA 2020, IPG 2017, Southern Enterprise Awards, 2018 Career/Jobs/Education Independent Book Publishing Award) over a 20-year operating history.
How2Become firmographics
Firmographics- Name
- How2Become
- Legal name
- How2Become Ltd
- Website
- https://how2become.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- How2Become is a UK-founded online platform (est. 2005) selling tiered career guides, subscription courses, and aptitude-test practice to job seekers preparing for UK public-sector and uniformed-service recruitment, plus K-12 11+ exam preparation.
- Ownership category
- akta.pro rank
How2Become industry classification
Industry- Product category
- Career Preparation and Recruitment Training
- NAICS
- All Other Schools and Instruction (61169), Professional and Management Development Training (611430), Professional and Management Development Training (61143)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Career Coaching, Mentoring & Placement Support Services (EDAAAKAO)
- akta.pro secondary industries
- Corporate/L&D Course Licensing from Creators (B2B Upskilling) (MPACALAH), Study Habits & Homework Systems Workshops (EDAMAIAL)
Keywords
Where How2Become is headquartered
LocationHeadquarters
- HQ city
- Tunbridge Wells
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
How2Become business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Others
Revenue model
- Online Course Subscription: Subscription-based access to the Ultimate Online Interview Training Course, offered free for 30 days then charged at £27 plus VAT per month. Auto-renews monthly with no minimum term.
- Tiered Career Guide Products: One-time purchase tiers for career-specific guides (e.g., Police Officer Silver £34.50, Gold £60, Platinum £100) with lifetime access to content.
- Online Course Purchases: Individual course purchases for specific career paths including Police, Train Driver, Armed Forces, Fire Service, Civil Service, Medical. Includes live-streamed webinars and 1-to-1 training.
- Freemium Aptitude Testing: Free aptitude and psychometric test practice with free trial access; premium features or extended access likely available for paying subscribers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Ultimate Online Interview Training Course - 30 days FREE access |
| Subscription | Pay-as-you-go | Police Officer Career Guide - Silver Access |
| Subscription | Pay-as-you-go | Police Officer Career Guide - Gold Access |
| Subscription | Pay-as-you-go | Police Officer Career Guide - Platinum Access |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
How2Become product offering
Product offeringCore offering
How2Become is a UK-based online career guidance and recruitment preparation platform that sells career-specific guides, online training courses, and aptitude/psychometric test practice materials to help individuals pass job selection processes. Its primary offerings include tiered guides (Silver/Gold/Platinum) for careers such as Police Officer, Train Driver, Army Officer, Firefighter, Civil Service, and Cabin Crew, plus subscription-based interview training and free aptitude test practice. Revenue is generated through one-time guide purchases, recurring course subscriptions, and live-streamed coaching webinars.
Differentiator
Problem solved
Functional benefit
Products and services
- How to Become a Police Officer Career Guide
Quantifiable outcome
- Trusted by 138,000+ Job Seekers & Companies
- +3 more outcomes
Companies that use How2Become
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
How2Become technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature3 records
How2Become partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor.
- University of KentminorUniversity partnership displaying How2Become logo on their careers resources, indicating content endorsement or distribution relationship.
- University of GreenwichminorUniversity partnership displaying How2Become logo on their careers resources, indicating content endorsement or distribution relationship.
- UCLan (University of Central Lancashire)minorUniversity partnership displaying How2Become logo on their careers resources, indicating content endorsement or distribution relationship.
- West Yorkshire Police Women's Football TeamminorSponsorship relationship with West Yorkshire Police Women's Football Team.
- Port of Dover PoliceminorFeatured/endorsed by Port of Dover Police as a recommended resource for candidates.
- ITVminorHow2Become Police Officer Recruitment Guide was featured on ITV's 'This Time Next Year' show to help a guest pass the police recruitment process.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
How2Become competitors and assessment
Company assessmentBroad incumbents
- Target Jobs: Target Jobs is a UK graduate recruitment resource providing careers advice, employer directories, and interview/assessment preparation. It addresses an overlapping candidate segment with How2Become's graduate and career-changer audience, though its catalogue is broader and less specialised in public service recruitment.
- Reed: Reed is one of the UK's largest recruitment and job board platforms and also offers career advice content, CV tools, and interview tips. While its core business is job listings, its free career resources and courses overlap with How2Become's content marketing surface area for UK candidates.
- Indeed: Indeed is the world's largest jobs marketplace and increasingly publishes interview question libraries, company salary data, and career advice. It is a broad incumbent in candidate-side content, although its depth in UK public-sector test prep is much shallower than How2Become's specialisation.
- LinkedIn Learning: LinkedIn Learning offers subscription-based professional development courses including interview preparation, career development, and soft-skills training. It overlaps with How2Become's interview training subscription and freemium content model at a much larger scale but with less specialisation in UK public-sector recruitment.
- Prospects: Prospects is the UK graduate careers brand providing career advice, interview guidance, and psychometric test preparation for students and graduates. It competes for the same candidate intent around CVs, interviews, and assessment centres and is partly university-funded.
Direct peers
- WikiJob: WikiJob is a UK-focused careers community offering free interview questions, aptitude test practice, application advice, and company-specific hiring guides. It competes with How2Become's free content and SEO-led acquisition strategy in the UK candidate market.
- Practice Aptitude Tests: Practice Aptitude Tests is a free and premium psychometric test practice platform covering numerical, verbal, logical, and situational judgement tests. It competes head-on with How2Become's freemium aptitude testing funnel and broader test prep content.
- JobTestPrep: JobTestPrep is a long-established provider of psychometric test preparation, interview preparation, and assessment-centre practice materials for job seekers. It directly competes with How2Become across aptitude test practice, situational judgement tests, and interview question banks for UK and international candidates.
- Assessment-Training.com: Assessment-Training.com delivers online aptitude and psychometric test preparation courses with tutorial-style content, similar in format to How2Become's structured courses. Both target the same candidate profile preparing for employer-administered assessments.
- AssessmentDay: AssessmentDay offers practice aptitude tests, psychometric simulations, and interview preparation resources targeted at candidates preparing for employer assessments. It overlaps directly with How2Become's aptitude/psychometric test platform and is one of the better-known competitors in UK and European test-prep search results.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
How2Become social profiles
Digital presenceHow2Become financial estimates
Financial estimateRevenue estimate
Valuation estimate
How2Become leadership team
Management profileNumber of profiles
Profiles1 record
How2Become funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
How2Become M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about How2Become
What does How2Become do?
How2Become is a UK-based online career guidance and recruitment preparation platform that sells career-specific guides, online training courses, and aptitude/psychometric test practice materials to help individuals pass job selection processes. Its primary offerings include tiered guides (Silver/Gold/Platinum) for careers such as Police Officer, Train Driver, Army Officer, Firefighter, Civil Service, and Cabin Crew, plus subscription-based interview training and free aptitude test practice. Revenue is generated through one-time guide purchases, recurring course subscriptions, and live-streamed coaching webinars.
Is How2Become a public or private company?
How2Become is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was How2Become founded?
How2Become was founded in 2005. It employs 11 to 50 people.
Where is How2Become based?
How2Become is headquartered in Tunbridge Wells, United Kingdom, in the Europe region.
How does How2Become make money?
Four revenue lines are on record. Online Course Subscription is the primary driver. The others are tiered Career Guide Products, online Course Purchases and freemium Aptitude Testing.
Who are How2Become's main competitors?
Broad incumbents on record are Target Jobs, Reed, Indeed, LinkedIn Learning and Prospects. Direct peers are WikiJob, Practice Aptitude Tests, JobTestPrep, Assessment-Training.com and AssessmentDay.
Does How2Become have an API?
No public API is recorded for How2Become.
What industry is How2Become in?
How2Become's product category is Career Preparation and Recruitment Training. Its primary akta.pro industry code is EDAAAKAO, Career Coaching, Mentoring & Placement Support Services, with a secondary code of MPACALAH, Corporate/L&D Course Licensing from Creators (B2B Upskilling). Its NAICS code is 61169 and its SIC code is 8200.