changeofcourse.be

What changeofcourse.be does

Change Of Course is a Brussels-headquartered, privately held learning design studio founded by Joos Van Cauwenberghe that designs, builds, and ships AI-powered learning tools and experiences for European schools, organizations, and EU-funded programs. The company combines learning design expertise with software engineering to deliver custom learning products that integrate LLM tools, voice agents, and workflow automations, typically as web apps or websites ready for deployment. Operationally it runs as a small senior team (1–10 people) with a broad professional network.

The business generates revenue through three streams: fixed-price AI Learning Sprints at €9,500 for a 4-week prototype engagement, Ongoing Partnership retainers at €4,500/month for continuous design and development, and a community platform with freemium and Pro tiers (€100/month or €1,200/year). Go-to-market is multi-channel: consultative direct sales for enterprise engagements with schools, organizations, and EU programs; community-led content (workflow breakdowns, templates, live build sessions, founder Q&A) as top- and mid-funnel; and product-led growth through self-serve community membership. The company reports reaching 12,000+ learners, designing 20+ learning projects, and having 5+ AI products in development.

The customer base is anchored in European education and adjacent public-sector institutions, with named partners including Aeres, Avans, Metropolia, Het Nieuwe Instituut, the City of Antwerpen, EduQuest, Designathon, and Limburg. Ownership appears to be founder-controlled with no disclosed institutional investors, and the company is explicitly positioned as a learning agency for the AI age rather than as an AI model developer.

Name

changeofcourse.be

Legal name

Change Of Course

Website

https://changeofcourse.be

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Change Of Course is a Brussels-based learning design studio that builds AI-powered learning tools and experiences for European schools, organizations, and EU programs, combining learning design with software development through project sprints, retainers, and a freemium community platform.

Ownership category

akta.pro rank

Product category

Learning Design Services

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200), Services-Computer Programming Services (7371)

akta.pro primary industry

Adaptive/Personalized Curriculum & Intelligent Courseware (EDAFACAE)

akta.pro secondary industries

Change Management & Transformation Leadership (EDABAAAD), Enterprise Application Training, Change Management & Adoption Services (BPAEAGAN), Organizational Change & Transformation Coaching (EDABANAG)

Keywords

• AI learning design
• Learning experience design
• AI workflow consulting
• Educational technology services
• Learning community platform

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. AI Learning Sprint (Project-based): Fixed-price 4-week sprint engagements at €9,500 delivering one AI-powered learning tool or experience from concept to working prototype. Includes learning design, AI integration, and deployment-ready handoff.
2. Ongoing Partnership (Retainer): Monthly retainer at €4,500 providing dedicated learning designer and developer, weekly progress updates, continuous feature development, and API integrations. Flexible with ability to pause or cancel anytime.
3. Community Pro Membership: Tiered subscription for community access. Monthly at €100/month or annual at €1,200 (33% savings). Includes full workflow library, templates, live build sessions, and founder Q&A.
4. Community Free Tier: Free forever access to browse community, explore selected public posts, basic profile, and connect with members. Serves as top-of-funnel for paid conversion.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

Change of Course is a learning agency and design studio based in Brussels that designs, builds, and ships AI-powered learning experiences and tools for schools, organisations, and EU programs. The studio specialises in AI workflow redesign for learning, education, and training, and offers a structured 4-week AI Learning Sprint engagement, ongoing monthly partnerships, and a self-serve community for educators, consultants, and freelancers.

Product overview

Change Of Course operates as a learning agency offering two core service products and a community platform. The AI Learning Sprint is a fixed-price (€9,500), 4-week engagement for rapid prototyping of AI-powered learning tools. The Ongoing Partnership is a monthly subscription (€4,500/month) for continuous learning design and development. The Community platform provides free and Pro (€100/month) tiers offering workflow resources, templates, and live sessions for educators, consultants, and freelancers redesigning work with AI.

Differentiator

Problem solved

Functional benefit

Products and services

• AI Learning Sprint A fixed-price 4-week engagement priced at €9,500 that delivers an AI-powered learning tool through a six-phase methodology (Audit & Use Cases, Prioritisation & Strategy, Design & Build, Test & Iterate, Ship & Handover, Optional Onboarding) for schools, organisations, and EU programs.
• Ongoing Partnership A monthly retainer priced at €4,500 per month providing continued AI workflow redesign, tool development, and partnership support for organisations with ongoing learning and training needs.
• Community (Free Tier) A free self-serve community tier for educators, consultants, and freelancers that includes weekly prompts, tooling tips, featured resources, the Workflow Redesign Library, and an annual meetup.
• Community Pro Tier A paid community tier priced at €100 per month or €1,200 per year for educators, consultants, and freelancers that unlocks the full Workflow Redesign Library, build-in-public sessions, monthly live Q&A, member map and profile, and the annual meetup.

Quantifiable outcome

• 12,000+ learners reached
• +2 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature3 records

Partnerships

16 partnerships are on record, tiered minor.

• AeresminorOthersEducational institution partner listed under the 'Trusted by' section on the company website.
• AllgrowminorOthersPartner organization listed under the 'Trusted by' section on the company website.
• AntwerpenminorOthersCity/governmental organization partner listed under the 'Trusted by' section. Based in Antwerp, Belgium.
• AvansminorOthersHigher education institution partner listed under the 'Trusted by' section on the company website.
• CAGminorOthersPartner organization listed under the 'Trusted by' section on the company website.
• DesignathonminorOthersEducational/design organization partner listed under the 'Trusted by' section on the company website.
• EduQuestminorOthersEducational services organization partner listed under the 'Trusted by' section on the company website.
• LimburgminorOthersRegional educational institution partner listed under the 'Trusted by' section on the company website.
• MAATminorOthersMuseum/educational organization partner listed under the 'Trusted by' section on the company website.
• MerletminorOthersEducational institution partner listed under the 'Trusted by' section on the company website.
• MetropoliaminorOthersHigher education institution partner (likely Metropolia University of Applied Sciences in Helsinki) listed under the 'Trusted by' section.
• Het Nieuwe InstituutminorOthersDutch cultural/design institution partner listed under the 'Trusted by' section on the company website.
• PomkominorOthersPartner organization listed under the 'Trusted by' section on the company website.
• RhizominorOthersEducational/organizational partner listed under the 'Trusted by' section on the company website.
• TCSminorOthersPartner organization listed under the 'Trusted by' section on the company website.
• UPminorOthersEducational institution partner (likely University of Pretoria or similar) listed under the 'Trusted by' section on the company website.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Sana Labs: Enterprise AI learning platform that combines learning design with AI to build personalized learning experiences. Directly comparable on the AI-powered learning product thesis and B2B sales motion to organizations and schools.
• MagicSchool AI: AI tool suite for educators and schools that integrates LLM capabilities into teaching workflows. Comparable on the AI-tools-for-educators positioning and individual/teacher customer segment.
• Curipod: AI-powered teaching platform generating interactive lessons for educators. Comparable as an AI-native learning experience provider targeting schools and educators with AI-integrated instructional tools.
• Eduaide.ai: AI teaching assistant for educators providing lesson planning, content generation, and workflow support. Closely comparable on serving individual educators with AI workflow templates and lesson design.
• 360Learning: Collaborative learning platform combining LMS with learning design services for organizations. Comparable on the B2B learning design + software delivery model targeting corporate and organizational training buyers.

Emerging players

• Doctrina: AI-powered education platform for students and educators with quiz, essay, and lesson generation. Comparable as an AI-native EdTech product in the same workflow-redesign-for-learning category.
• Studyfetch: AI learning assistant that turns study materials into interactive learning experiences for students. Comparable on the AI-curriculum-and-content-generation thesis targeting the education vertical.

Broad incumbents

• Degreed: Established enterprise learning experience platform with AI-powered skill development and content recommendations. Comparable as a broader learning platform addressing the same organizational training buyers with overlapping AI-in-learning capabilities.
• Notion AI: AI productivity platform with templates, workflows, and Q&A used by educators and consultants. Comparable on the workflow-template-and-AI-assistant positioning for non-technical professional users.
• Coursera: Large-scale online learning platform serving universities, organizations, and governments with AI-integrated courses. Comparable as a broader incumbent in the institutional online learning space overlapping on EU program and university customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/change-of-course

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 changeofcourse.be