Ah, got you. I think I agree. I only shared the EOSP data since Chris seemed to think it was relevant.
For what it’s worth, my current take is that top-of-funnel growth has slowed in recent years, but bottom-of-funnel growth is holding up well — likely thanks to strong top-of-funnel numbers in earlier years and decent retention.
This view is mostly based on data from the Netherlands.
We’re fairly confident that intro course completions in NL surged in 2022, but have been declining since. Data collection isn’t perfect, but these are our approximate figures:
2021: 45
2022: 402
2023: 298
2024: 190
These numbers include completions from uni groups, the national intro course, and the virtual programme.
Meanwhile, bottom-of-funnel metrics — e.g. GWWC pledges — are looking strong:
Year
10% Pledge
Trial Pledge
2022
40
35
2023
36
52
2024
56
57
We haven’t publicly shared our strategy for 2025 yet, but long story short, we’re focusing on top-of-funnel growth.
Ah, got you. I think I agree. I only shared the EOSP data since Chris seemed to think it was relevant.
For what it’s worth, my current take is that top-of-funnel growth has slowed in recent years, but bottom-of-funnel growth is holding up well — likely thanks to strong top-of-funnel numbers in earlier years and decent retention.
This view is mostly based on data from the Netherlands.
We’re fairly confident that intro course completions in NL surged in 2022, but have been declining since. Data collection isn’t perfect, but these are our approximate figures:
2021: 45
2022: 402
2023: 298
2024: 190
These numbers include completions from uni groups, the national intro course, and the virtual programme.
Meanwhile, bottom-of-funnel metrics — e.g. GWWC pledges — are looking strong:
We haven’t publicly shared our strategy for 2025 yet, but long story short, we’re focusing on top-of-funnel growth.
Hmm… The continued decline in 2024 is worrying.
Same. That’s why I’m glad CEA seems to agree with us about the need for a focus on sustainable growth.