Thinkific's Customer Education: Benchmarks and ROI Report 2024
Thinkific’s latest report offers a compelling look at how customer education is evolving from a support activity into a core growth driver. The data reinforces what we advise SaaS leaders every day: when education is designed with intention and measured like a product, it becomes a strategic asset.
Here is our take on the five key trends highlighted in the report:
Customer Education Is Now a Strategic Priority
Report Insight: 65 percent of companies now integrate education into their strategic framework
Our Take: Companies that treat education as an afterthought are falling behind. We help clients embed education into their product and customer success strategy from day one. That includes structured learning paths, onboarding frameworks, and modular systems that map directly to business outcomes like retention and expansion.
Customer Education and Success Are Converging
Report Insight: 48 percent of education leaders track churn rates and 45 percent track CSAT
Our Take: Education and customer success should not be siloed. Our Academy Program Matrix reinforces this connection by aligning training initiatives with the same KPIs used in success orgs: onboarding velocity, feature adoption, and account health. When education owns measurable outcomes, it earns a seat at the executive table.
Monetization Is Expanding Beyond Support Cost Savings
Report Insight: 22 percent of professionals are monetizing education, and 75 percent expect education-driven revenue growth in 2024
Our Take: Monetizing learning experiences is not just about revenue, it is about increasing perceived value. We help teams design credentialing programs, certification paths, and premium courses that drive product mastery, customer loyalty, and measurable ROI. This is how customer education becomes a revenue center, not just a cost center.
Investment in Education Technology Is on the Rise
Report Insight: 46 percent of customer leaders plan to invest in new tech to support education
Our Take: Your LMS is your infrastructure. Without the right tools, even the best strategy stalls. We guide clients in choosing systems that enable modularity, version control, and integration with other GTM systems. Whether scaling from your first course or consolidating legacy content, your tech stack must evolve with your program.
Video and Immersive Learning Are Driving Engagement
Report Insight: 44 percent of teams use video and certification as part of their strategy
Our Take: Video is no longer optional. It is the format learners expect, and it supports scalable, asynchronous learning. We coach teams on how to produce video efficiently, structure visual-first experiences, and link certifications to measurable business outcomes. This is where education and brand strategy meet.
Final Takeaway
Thinkific’s 2024 report reflects a clear shift in the market: customer education is now viewed as a high-leverage growth strategy. The most successful SaaS companies are designing learning like a product, operationalizing it with a clear framework, and connecting it to business metrics that matter.
At SaaS Academy Advisors, we specialize in helping education teams make that shift. If you want to evolve your program into a growth engine, let’s build it together.
