The New York Institute of Photography

What The New York Institute of Photography does

The New York Institute of Photography (NYIP) is an online photography school founded around 1910 and operated since 2025 under the legal entity PF Carrus Careers, LLC (previously Distance Education Co., LLC), a distance-education group that also runs Penn Foster, Ashworth College, and James Madison High School. NYIP delivers three core online certificate programs — the Professional Photography Course, Fundamentals of Digital Photography, and Graphic Design Course — supplemented by specialty courses in travel photography, photojournalism, and photography business, plus a Certified Professional Photographer (CPP) credential offered as a $473 add-on through a partnership with the Professional Photographers of America. The technical platform is an online Learning Management System at courses.nyip.edu with a photo project submission portal, a student forum community, and a publicly viewable student photo gallery.

NYIP's primary value proposition is personalized online education: students submit photos online and receive one-to-one feedback from professional photographer mentors, typically within hours. Revenue comes from upfront or monthly tuition subscriptions, the one-time CPP certification fee, and affiliate/referral income through a Student Benefits Program that provides discounts with partners such as Adobe, Adorama, and AdoramaPix. Distribution is predominantly direct-to-consumer through nyip.edu with phone support, supplemented by marketplace listings on Udemy, partnerships with school districts, colleges, vocational schools, and Job Corps, and an experiential cruise-ship channel branded NYIP Adventures.

The institution is nationally accredited and state licensed by the New York State Education Department (NYSED) and fully accredited by the Better Business Bureau (BBB). It markets itself as the world's oldest and largest online photography school, serves a global student base with no geographic restrictions beyond payment logistics, and holds a 14-day risk-free money-back guarantee on enrollment. NYIP employs approximately 26 staff, primarily at its administrative headquarters in Lehi, Utah, with an additional office in New York.

Name

The New York Institute of Photography

Legal name

PF Carrus Careers, LLC

Website

https://nyip.edu

Company type

Private

Founded year

1910

Operating status

Operating

Headcount range

11–50 employees

Short description

The New York Institute of Photography is a US-based online photography school, operating since circa 1910 under PF Carrus Careers, LLC, delivering self-paced certificate courses, one-to-one professional-photographer mentorship, and a CPP credential to a global base of aspiring, hobbyist, and working photographers.

Ownership category

akta.pro rank

Product category

Online Photography Education

NAICS

Photographic Services (54192)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro industry

PRIMARYEDAAAGAF

Photography & Videography

Education/Adult & Continuing Education/Personal Enrichment & Hobby Learning (Arts, Crafts, Music, Cooking)

SECONDARYEDAMAAAC

Photography & Videography Arts Programs

Education/Supplemental & Enrichment Programs (Arts, STEM, Language)/Arts & Creative Enrichment (Visual Arts, Music, Theater, Dance)

SECONDARYTHAJAKAD

Photography & Videography Workshops

Travel & Hospitality/Tours, Attractions & Experiences/Workshops & Classes (Arts, Crafts, Skills & Local Lessons)

Keywords

• Online photography education
• Photography courses
• Photography certification programs
• Distance learning photography
• Creative arts training

Headquarters

HQ city

Lehi

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Course Tuition Fees: Primary revenue from photography course enrollments including Professional Photography Course, Fundamentals of Digital Photography, and Graphic Design Course. Students pay tuition upfront or through monthly payment plans.
2. Professional Certification: Revenue from Certified Professional Photographer (CPP) certification exam program offered in partnership with Professional Photographers of America. Additional $473 for CPP exam with one year PPA membership included.
3. Student Benefits Program: Revenue share or partnerships providing discounts to local and national retailers, wholesalers, and manufacturers accessible to active NYIP students.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels7 records

Core offering

The New York Institute of Photography is an online photography school that sells self-paced photography courses and a Professional Photography certificate program to individual students worldwide. Coursework is delivered online and supported by one-to-one mentorship, in which professional photographers review and critique student photo assignments. The institute also offers shorter Master Classes and a free introductory course as supplementary offerings.

Product overview

The New York Institute of Photography (NYIP) is an online photography education school offering a portfolio of courses and educational products. The core product lineup consists of three main online certificate programs: the Professional Photography Course, the Fundamentals of Digital Photography course, and the Graphic Design Course. Additional specialized courses include a Travel Photography Course and a Photojournalism Course (both launched December 2014), and a Business for Photographers Course. NYIP also offers a Certified Professional Photographer (CPP) designation add-on through Professional Photographers of America (PPA), available for $473 at enrollment. Students access their education through the NYIP Online Learning Center (student portal/LMS at courses.nyip.edu) and the Student Forum community platform. The school provides a 14-day risk-free trial with a money-back guarantee, and active students receive a Student Benefits discount program. Courses were historically delivered by mail (cassette tapes and textbooks) and have transitioned to fully online delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Photography Course (Certificate Program) A comprehensive online photography course that provides structured training in photography fundamentals and advanced techniques, culminating in a Professional Photography certificate. Delivered online with one-to-one mentorship, where students submit photo assignments and receive personalized critiques from professional photographers. Designed for individual learners seeking a recognized credential for personal enrichment or career transition.
• Photography Master Classes Shorter, focused online courses covering specific photography topics and genres, offered as add-on learning paths for students who want targeted skill development beyond the core curriculum. Sold directly to individual learners.
• Free Introductory Photography Course A free online introductory course that provides an entry point to NYIP's curriculum, used to attract prospective students and introduce them to the institute's teaching methodology.

Quantifiable outcome

• Submit photos online and receive feedback from professional photographer in hours
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• NYIP AdventuresminorChannel Partner/ Reseller/ Distributor · 12 November 2018NYIP Adventures brings photography training to cruise ships.
• AdoramaPixcoreChannel Partner/ Reseller/ Distributor · 10 September 2018Partnership with AdoramaPix for student discounts. AdoramaPix offers photo printing and related services.
• AdoramacoreChannel Partner/ Reseller/ Distributor · 27 January 2016Partnership providing student discounts on photography equipment and supplies. Adorama is a major photography retailer.
• AdobecoreTechnology or Integration · 26 January 2015Adobe partnership providing software tools and resources for NYIP students. Adobe is a major technology provider for creative professionals including photographers.
• UdemyminorChannel Partner/ Reseller/ Distributor · 23 June 2014Introduction of introductory photography courses on Udemy marketplace platform for broader reach.
• Popular Photography MagazineminorChannel Partner/ Reseller/ Distributor · 2 April 2013Partnership for photographer portfolio reviews with Popular Photography magazine.
• Kenyan Photography ProgramminorStrategic or Co-development Partner · 26 September 2012Partnership with Kenyan photography program to benefit kids with cancer.
• Spanish Language PartnerminorChannel Partner/ Reseller/ Distributor · 24 September 2012Spanish language partner for Latin America providing localized NYIP content and programs for Spanish-speaking students.
• Distance Education RussiaminorStrategic or Co-development Partner · 1 May 2012Partnership to create Russian language version of NYIP photography program for Russian-speaking students.
• Professional Photographers of America (PPA)coreStrategic or Co-development PartnerPartnership for CPP (Certified Professional Photographer) certification. NYIP recommends PPA certification to students. CPP exam available for $473 with one year PPA membership included.
• Job CorpsminorChannel Partner/ Reseller/ DistributorEducational Partner collaboration with Job Corps to provide photography education programs.
• School Districts and CollegesminorChannel Partner/ Reseller/ DistributorNYIP collaborates with school districts, individual schools, colleges and universities, and vocational schools to provide educational programs.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ashworth College: Another brand under PF Carrus Careers, LLC offering online diploma and certificate programs in career-focused fields. Operates with the same distance education model, accreditation structure, and target audience of career-changers and adult learners.
• CreativeLive: Online learning platform focused on creative skills including photography, design, and business for creatives. Offers live and on-demand courses from industry experts with a similar direct-to-consumer subscription model targeting creative professionals and hobbyists.
• KelbyOne: Online photography and creative education platform founded by Scott Kelby, offering subscription-based courses, tutorials, and live training. Directly comparable in online photography education delivery, mentor-led approach, and target audience of amateur and professional photographers.
• Udemy: Global online learning marketplace where NYIP also distributes introductory photography courses. Udemy hosts hundreds of photography courses from various instructors at lower price points, representing both a distribution partner and a competitive threat in entry-level photography education.
• New York Institute of Art and Design (NYIAD): Sibling brand operated by the same parent entity (PF Carrus Careers, LLC) offering online education in art, design, and creative disciplines. Operates with the same direct-to-consumer distance-learning model and similar target audience of aspiring creative professionals.
• Penn Foster: Also operated by PF Carrus Careers, LLC, Penn Foster is one of the largest online education providers in the U.S., offering career-focused diploma and degree programs. Shares the same corporate parent, online distance-learning model, and broad creative/trade education focus.

Broad incumbents

• MasterClass: Premium online education platform featuring celebrity-taught courses across creative disciplines including photography. Operates at a higher price point with celebrity instructors but represents a premium alternative for hobbyists seeking high-production creative education.
• Coursera: Large-scale online education platform partnering with universities and institutions to offer courses, specializations, and degrees in photography and visual arts. Competes with NYIP for professional learners seeking credentialed creative education at competitive price points.
• LinkedIn Learning: Subscription-based online learning platform from LinkedIn offering courses across business, creative, and technology disciplines including photography. Backed by LinkedIn's professional network, it competes in the same professional development segment as NYIP's career-focused courses.

Emerging players

• Skillshare: Subscription-based online learning community focused on creative skills including photography, illustration, and design. Competes for hobbyist and aspiring creative professional segments with project-based courses taught by working creatives at a lower price point than NYIP.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/NYIPOnline
• Instagraminstagram.com/nyiponline
• LinkedInlinkedin.com/school/new-york-institute-of-photography

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The New York Institute of Photography